Trend: Social Saunas  

While saunas have been around for thousands of years, they’re currently enjoying an incredible renaissance. From new urban saunas in New York and Chicago, to rustic waterfront saunas in Oslo or Brighton, to saunas with immersive art installations in Tokyo, today’s saunas represent a reinvention of an age-old tradition—and an increasingly younger, hipper crowd is taking notice. These younger consumers, craving real-life connections beyond bars and clubs, are flocking to social saunas, which can feature DJs, drag queens or full-blown concerts. Where saunas were once a sad, dark, lonely box in a basement, today they’re lively, social, cultural and entertainment hubs, often with fantastic views and in incredible locations, and people just can’t get enough.

Our new 2025 trend, “Sauna Reimagined,” takes a look at the global renaissance of an ancient tradition, and the many ways that the sauna movement is growing around the world. One key aspect of this is the way in which saunas are evolving from simple sanctuaries of relaxation into vibrant hubs of entertainment. This is driven in part by the rise of the Aufguss movement and other ‘sauna-tainment.’ Once a uniquely European phenomenon, Aufguss typically involves a saunameister crushing an essential-oil infused snowball over the sauna rocks to deliver heated aromatherapy, then using a towel to move the hot air and scent around the sauna. But today, many Aufguss ceremonies are theatrical experiences that feature music, lights, costumes and storytelling, bringing a sense of excitement, creativity, and social connection to what was once a solitary experience. Aufguss championships are now held in countries around the world, and the phenomenon is captivating audiences globally.  

But beyond the Aufguss, saunas are also increasingly paired with other forms of entertainment. In London, sauna festivals and pop-ups combine music, dance workshops, bands and DJs with sauna rituals, cold plunges and hot tubs, while in Norway, Deep Listening sessions at Farris Bad bring people together to hear a favorite classic album while in the sauna. This kind of “saunatainment” is part of what’s growing the sauna movement, and helping it resonate with a younger demographic.   

Increasingly, saunas are not just for solitary sweating, but have become gathering places for fellowship, as people are looking for new ways to spend time together and socialize—without the need for alcohol or other social lubricants. At New York City’s Othership, sober-curious evening socials help the mostly millennial and Gen Z clientele connect with each other “over a shared sense of play and aliveness,” while classes incorporate breathwork, sound healing and group-therapy techniques. In the sauna, we shed our outer layers—things that might signify social standing—and spend time with others in our barest, truest self. The simplicity of the materials required for a sauna—wood, stone and water—also speaks to an increasingly frazzled population and those looking to disconnect from the digital world, and perhaps reconnect with a more authentic, ancestral world. Saunas, by their extremely hot nature, offer a place free from digital distractions, and grounded in ancient tradition.  

All this is to say that where saunas were once sad, dark, lonely boxes in basements, today they’re lively, social, cultural hubs with fantastic views and incredible locations, and consumers can’t get enough. The social sauna is just one aspect of our “Sauna Reimagined” trend, which looks in depth at the many ways that the sauna movement is growing around the world. Purchase the 2025 report here. 

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