Trend: Social Saunas

Week of March 19th, 2025

‘In America’s Cities, Saunas Are Becoming the Hottest Social Spot’ — Vogue 

This article looks at how the growing community sauna movement is creating new spaces for people to meet by pairing saunas with food, music, yoga or fundraising efforts, and how today’s saunas offer a different kind of socializing—and a rare chance to meet a stranger. Also explored is the way that saunas offer inclusive spaces for everyone, with specific nights for Queer and Trans Sauna, Native + Indigenous Heat, and Bigger Bodies.  

‘I used to think saunas were seedy—now I go instead of the pub’ — The Telegraph 

Have steam and ice become the new social lubricants? A look at the UK’s growing social sauna movement, and how British sauna-goers are catching up with their Continental cousins. Pop-up saunas from London’s Kings Cross to beachside horseboxes are engaging people across the country, and the social aspect of saunas means people are meeting there, rather than at the pub. 

‘Aufguss: the wacky wellness ritual taking over European spas’ — CN Traveller 

A look at how the Aufguss movement is growing (and changing) in Europe, bringing Eurovision-style entertainment to the sauna and creating celebrity saunameisters.  

‘Modern Bathhouses are the new place to find love’ — Pop Sugar 

An exploration of how urban bathhouses and other sauna-centric locations—with soaking pools, saunas, guided rituals and ice baths—have emerged not only as social self-care spots, but also unexpected locations for dating and romance. By allowing a place to meet others organically and time to build authentic connections, bathhouses are emerging as an alternative to both dating apps and bars.  

‘Aufguss goes Stateside: NYC to host first-ever national US competition in June’ — Spa Business 

The first-ever American Aufguss World Championship will be held this June at Bathhouse in New York City with support from Design for Leisure. Canada will also hold its first-ever Aufguss championship in 2025. 

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