The Social Sauna Experience Is Heating Up Communal Wellness Culture

How shared saunas and cold plunge sessions are redefining group wellness and building stronger social ties

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Why Are People Flocking to Group Saunas and Cold Plunges?

Communal wellness is no longer confined to yoga studios and spin classes. A new wave of group wellness experiences is rising—literally steaming—with popularity. The social sauna experience, often paired with cold plunge therapy, has become a favored practice for those seeking both health benefits and meaningful social interaction.

At places like Othership in Toronto and Bathhouse in Brooklyn, people now book communal sauna and plunge sessions not just to recover physically, but to connect emotionally. This movement represents more than a revival of ancient rituals—it’s a modern response to increasing isolation and wellness fatigue.

“People don’t just want to be well. They want to be well together.” – Robbie Bent, CEO of Othership

According to a 2023 report by Global Wellness Institute, communal wellness practices are projected to grow at a rate of 8.5% annually through 2027, outpacing traditional wellness experiences. The reasons are clear: these shared rituals promote emotional connection, regulate stress, and encourage a consistent wellness routine.

What Are the Health Benefits of Sauna and Cold Plunge Therapy?

Both sauna and cold plunge sessions have strong roots in evidence-based health science.

• Sauna therapy, particularly when practiced regularly, is associated with improved cardiovascular function, decreased risk of dementia, and reduced symptoms of depression and anxiety. According to research published by the Mayo Clinic, regular sauna use can lower blood pressure and improve vascular function.

• Cold plunge therapy, also known as cold water immersion, has been shown to reduce inflammation, improve sleep quality, and increase dopamine levels by up to 250%, according to a study highlighted in Nature. This dramatic spike in feel-good chemicals may explain the euphoric mood many report post-plunge.

A growing number of clinicians support the use of temperature-based therapies as part of a broader wellness routine. Dr. Susanna Søberg, a Danish researcher who focuses on metabolic and thermogenesis science, argues that “contrast therapy” — alternating heat and cold exposure — may support longevity by activating brown fat and regulating the nervous system.

“[Cold exposure] improves resilience and trains your brain and body to stay calm under stress.” — Dr. Susanna Søberg, Søberg Institute

Why Are These Group Wellness Activities Becoming Social Hotspots?

The COVID-19 pandemic deepened isolation for millions, and as a result, people began seeking healthier ways to reconnect. Group wellness activities—especially those with a ritualistic or challenge-based structure—have taken on a new significance.

At the core of the social sauna trend is a redefined form of leisure. Instead of bars and brunch, people now meet at heat-and-freeze hubs to chat between rounds of sweat and chill. These wellness spaces often include guided breathwork, music, and communal intention-setting, creating a “third space” where emotional vulnerability is welcome.

70% of users at communal wellness spaces report improved mental clarity and mood after a session (Source: Mindbody Wellness Index).

This movement is blurring the lines between spa, gym, and social club. And with urban real estate being reimagined for wellness-centric socialization, even traditional gyms are now retrofitting rooms for hot-cold contrast experiences.

55% of Gen Z and Millennials say that wellness experiences are more meaningful when done in a group setting (Source: McKinsey & Company).

Where Can You Try a Social Sauna Experience?

These practices are no longer limited to elite resorts in Finland or Iceland. A growing number of U.S. cities are embracing communal wellness spaces:

• Banya 5 in Seattle offers a modern twist on Russian bathhouse culture.

• Thermae Bath Spa in the UK provides thermal water-based social sessions.

• The Well in New York incorporates wellness coaching with communal steam and sauna circuits.

If you’re not near a studio, at-home solutions like Plunge and Sunlighten Saunas are capitalizing on this trend by offering equipment to recreate the experience.

What’s Next for Communal Wellness?

With demand rising and the science to back it up, communal wellness is likely to continue expanding into both urban and suburban markets. Employers are even exploring these practices as part of employee mental health programs.

Group heat-and-chill rituals aren’t just fads. They are shaping how people think about connection, routine, and preventative self-care.