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The social sauna surge is gaining momentum at a critical time when the need for human connection has never been more pronounced.
Global Wellness Summit has spotlighted the rise in popularity of social saunas and bathhouses as they emerge as a remedy to some key issues: the loneliness and mental health crises; young generations seeking alcohol-free, healthier social experiences; and the need, in an era of so much ‘wealthy wellness’ for far more affordable, accessible experiences.
XtraClubs – a new wellness studio located in Sydney’s east at Bondi Junction, are on a mission to democratise sauna, ice and steam and share on their website, they were founded by a “dedicated group of Sydney locals who see sauna, ice and steam as the next frontier in health and wellness.
“With the countless health benefits scientifically proven to come from regular sauna, ice and steam, we felt it wrong that it wasn’t more accessible to more Australians.
“Just like gyms were once a luxury for the wealthy elite, we are on a mission to democratise sauna, ice and steam.”
XtraClubs offer anytime affordable access to a sprawling social bathhouse complete with ice baths, a steam room and several saunas for just $28 per week.
Housed in an unassuming space just off Bondi Junction’s Oxford Street mall, XtraClubs offer a membership model and extended opening hours (it’s open from 6am until 11pm every day).
Global Wellness Summit highlights how saunas and bathhouses provide a healthy and safe environment for connecting with like-minded people as these new wellness hubs force guests to put down their phones, thereby offering a much-needed space for authentic social interactions.
Saunas and bathhouses have long served as the centre of communities in Europe and Asia. For centuries, these spaces have been cherished for their cleansing rituals, therapeutic benefits, and social interactions. Similar to places of worship, saunas and bathhouses provided a gathering place for people to come together, unwind, and share stories. Particularly for women, who were often limited in their social opportunities, these communal spaces offered a rare chance to connect with others outside the confines of their homes.
Global Wellness Summit observes that today, with church attendance on the decline and pubs and bars less popular with younger generations and those looking for healthy alternatives, sauna and bathhouse operators are making conscious efforts to build communities.
Mika Meskanen, Chair of the British Sauna Society told The Guardian “there is a resurgence of sauna as community spaces. The Roman baths in ancient Britain had that social function – meeting places, places for getting healthy and doing exercise. I call them friend-making boxes – people go in, they might not know each other, but they come out as friends.”
Communal bathing experiences can range from a wellness studio option such as that offered at XtraClubs in Bondi Junction to a simple rustic sauna situated lakeside, where you can do some contrast bathing with a cold plunge in natural waters. New urban bathhouses are popping up in cities across the globe often boasting an array of facilities (multiple saunas, steam rooms, snow rooms, and pools) and with a wide array of wellness experiences that serve as social icebreakers. These can range from breathwork and guided meditation to stretch classes and live musical performances, and more are including sauna aufguss rituals led by skilled sauna masters, creating a truly immersive and theatrical communal experience.
In China, bathing centres throughout the country are experiencing a resurgence among locals and tourists. Cultural sociologist, Xu Shuming, told the Global Times that “the growing popularity of public baths reveals how the concept of ‘bath’ has transformed from a ‘domestic behaviour’ to a ‘social event’ fostering emotional bonds.
What all of these spaces have in common is that, at their core, they are striving to be far more democratic and affordable alternatives for people who are looking for ways to connect (without the hangover or the cell phone in their hands). Unlike exclusive day spas or high-priced longevity clinics, these venues offer social-sweat sessions at an affordable rate so people can prioritise their mental and physical health without breaking the bank.
Global Wellness Summit highlights that the positive impact of sauna usage on mental health is a topic of growing interest and research. A recent article in Wired Magazine, ‘Saunas Are the Next Frontier in Fighting Depression’ explored the preliminary results of a small clinical trial using heat exposure to combat depression, noting that “heat therapy may be more accessible to people than pharmaceuticals, talk therapy or vigorous workouts.” Additionally, a new study published in the Journal of Psychiatric Research revealed a correlation between frequent sauna use and a lowered risk of developing psychosis.
‘Wellness Comes for the Loneliness Epidemic’ was one of Global Wellness Summit’s top 2023 trends, where they noted that relationships are the #1 predictor of health and happiness and that the “biggest wellness trend will be the development of new spaces and experiences that bring people together.”
More on Global Wellness Summit 10 Trends Shaking Up the Wellness Industry in 2024
More information on XtraClubs
Image. Credit: XtraClubs
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