Saunas are the new social club

Saunas aren’t a new concept, dating back at least 10k years and holding an important place in cultures around the world. For example, in Finland, saunaing is such a regular activity that it’s part of holiday traditions. But social saunas — where people gather to sweat together — have become one of the hottest wellness trends in the UK and US.

Market-research firm Grand View Research estimates the global sauna biz will be worth $1.3B by 2030, compared to $905m in 2024, per The Economist. The number of social saunas in the UK has jumped from 45 in 2023 to 147 now, per Fast Company.



What goes on in these saunas? More like what doesn’t? At Othership, where a visit to its Manhattan location costs $45+, guests can simmer in a 90-person sauna during guided experiences that may include breathwork, aromatherapy, live music, or group “sharing” sessions, and enjoy what Condé Nast Traveler called “six of the coldest commercial ice baths in North America.” Other saunas are less bougie, and may be smaller and more intimate to foster conversation. Some even host events for people from specific groups or communities to socialize, per Vogue.

Why the buzz? Third spaces, like the humble coffee shop, are disappearing, and younger people are consuming less alcohol. Communal saunas reflect a growing desire for wellness and for socialization opportunities outside of loud clubs: Othership began as a backyard experiment by founders Robert and Emily Bent, a married couple who sought a way to foster community without booze. Daybreaker is an early-morning dance party hosted in multiple cities that does not serve alcohol.

Board game meetups have become popular among Gen Zers and millennials. TBH, it’s kind of relaxing to think about meeting others in a sauna. No need to do your hair, makeup, or even choose an outfit.

Plus, if you’re nervous, well...

everyone else is sweating, too..