Kyle Madison is an ordinary suburban husband and father working at a bank. His routine life takes an unexpected turn when he is approached by Zack, a former college friend who has seemingly slipped out of Kyle's life. Zack introduces Kyle to the mysterious self-improvement retreat known as Rebirth, but he remains tight-lipped about its true nature. Intrigued yet uncertain, Kyle is persuaded to join after viewing various enthusiastic testimonials. Soon after accepting the invitation, he is blindfolded and taken to a rundown industrial complex, all spurred on by a challenge from an enigmatic woman who doubts his readiness for what lies ahead.
As Kyle enters this unfamiliar territory, he is met by an intimidating reception from a seasoned participant named Ray. He is ushered into a celebratory hall where the attendees proclaim that Rebirth operates without leaders or spectators, allowing everyone the freedom to leave whenever they wish. However, it becomes clear that this freedom is questionable. During a raucous dance party, Naomi, the same woman from the bus, advises Kyle that he should consider leaving. Seeking answers, Kyle follows her outside the revelry, inquiring about the true intent behind Rebirth and why she seems to take an interest in him. Naomi, however, responds to his queries with her own probing questions.
As Kyle navigates through the unsettling environment, he encounters various bizarre rooms that blur the lines of reality and horror. In one room, a confrontational group-therapy leader humiliates him, revealing private information gathered from his phone, including sensitive family photographs and even financial details. In what is called a “honesty” circle, a participant named Gabe encourages women to express their attraction to Kyle inappropriately, which further adds to his discomfort.
Kyle's unsettling experience escalates when, upon hearing anguished cries from behind a door, he discovers Zack, partially undressed and seeming to be tortured. Although both Zack and Naomi assure him that participation is voluntary, Kyle's protective instincts kick in, and he manages to free Zack from his restraints. Sensing something nefarious afoot—believing that Rebirth has drugged Zack and robbed them—they stumble upon a bizarre character named Jesse, a masseuse, whom Kyle threatens with a knife in a desperate bid for liberation.
Kyle searches for Zack only to lose him among a cacophony of sexual sounds and chanting in a dark room dubbed the “Wish Room.” Eventually, he finds his way back to the main hall, where participants cheerfully reveal that the dangers and Zack's captivity were fabricated theatrics designed as part of Kyle’s personalized experience with Rebirth. Redefining his own boundaries, Kyle flatly refuses to share his story and chooses to exit the premise.
Returning home, Kyle is met with the shocking reality that Rebirth has drained his savings and infiltrated his personal life—his home now filled with Rebirth merchandise and disturbing photographs of him from the retreat. In an eerie twist, he discovers Zack in his bathtub, who clarifies the main goal of Rebirth: to awaken Kyle, urging him to stop conforming to the desires of others and to confront the truth about himself and his wishes. Yet, Zack’s intentions turn darker as he employs the stolen photographs and data to blackmail Kyle for money, threatening his family’s well-being.
Despite the turmoil, Kyle reflects on the harrowing journey and recognizes that it forced him to make impactful choices in his life. He ultimately feels a conflicted sense of gratitude towards the experience, even as he is coerced into accessing his bank account to make a donation to the Rebirth organization, all while agreeing to share a testimonial about his journey.
In a surprising conclusion, a promotional video during the closing credits reveals Kyle, his wife, Zack, and other participants several years later, all appearing content and fulfilled post-Rebirth. Kyle claims that the retreat has dramatically transformed his previously unfulfilled life. Interestingly, he is now seen running Rebirth's media operations, with the organization promoting new retreats and branded products, a stark contrast from the chaos that originally enveloped his experience.
