IV therapy — on-demand infusions of customer-chosen vitamins and nutrients — which previously had a reputation for being a superficial hangover cure, primarily among celebrities like Kendall Jenner and Rihanna, is now becoming more mainstream.
“When it first started, IV therapy was expensive and was generally something only people with plenty of disposable income could afford,” says Megan Meinholz, co-owner of Madison’s Prime IV Hydration & Wellness. “However, times have changed. There are hydration therapy centers everywhere, making them more accessible than ever before.”
Since opening Prime IV in April 2025, Meinholz has seen growth in local popularity for hydration treatment…