CNBC
Inside the Booming Business of Wellness Third Spaces and Membership Clubs
60% of Gen Z and millennials prefer alcohol-free nights out, driving demand for community wellness venues like saunas and bathhouses.
Articles, research, and stories from the world of saunagus and wellness.
60% of Gen Z and millennials prefer alcohol-free nights out, driving demand for community wellness venues like saunas and bathhouses.
Explores the modern bathhouse industry resurgence in America and its financial viability as a high-margin business.
In the sauna, everyone is equal — phones away, titles left outside. Saunagus is a social ritual disguised as a sauna experience.
Contrasts European and American approaches to sauna culture, etiquette, and the growing divide in how each continent experiences heat.
Examines the booming bathhouse industry and what's driving its popularity as an alternative to alcohol-centric socializing.
The sauna industry is transitioning from niche revival to mainstream infrastructure. The third space is no longer theoretical.
We're building the largest sauna in Colorado and bringing authentic Scandinavian saunagus to the Denver Tech Center.
Heat, cold, essential oils, towel work, and community. This is how Denmark does sauna — and why we're bringing it to Denver.
Urban wellness venues combining contrast therapy with community are transforming how people socialize. Othership welcomes 500 people daily.
Reports on the wellness industry's explosive growth trajectory and the markets driving expansion.
Covers the expansion of bathhouse concepts across major U.S. cities and why Americans are embracing communal wellness.
Dr. Soberg's research shows that just minutes of cold exposure a few times a week can improve insulin sensitivity, activate brown fat, and lower stress.
Cold water immersion significantly increases endorphins and catecholamines including dopamine and norepinephrine, boosting mood for hours.
How the German-originated aufguss ritual is expanding across Europe, detailing the role of the aufgussmeister and competitive championships.
Social saunas are emerging as solutions to loneliness, offering affordable, alcohol-free gathering spaces for genuine connection.
Finland has 3 million saunas for 5.5 million people. The sauna is sacred — historically used for births, healing, and remains the center of daily life.
Danish saunagus combines sauna, aromatherapy, breathwork, and guided meditation. Gus masters waft towels dramatically to distribute essential oil vapors.
Dr. Andrew Huberman breaks down how deliberate cold exposure triggers dopamine and epinephrine release, enhancing energy, focus, and mood.
Cold water exposure causes a 250% increase in dopamine — a prolonged, sustained elevation that enhances mood and focus for hours.
Aufguss is a multisensory 15-minute ritual inside the sauna combining heat, essential oils, and music for heightened endorphin and serotonin levels.
Dr. Rhonda Patrick's research linking sauna use to heat shock protein activation, improved cardiovascular function, and reduced inflammation.
Explores how sauna traditions remain central to Scandinavian wellness and social life across Denmark, Norway, and Sweden.
Extends the Finnish sauna research to include women, confirming cardiovascular mortality benefits across both sexes.
Comprehensive review finding sauna bathing linked to reduced risk of vascular diseases, neurocognitive diseases, and all-cause mortality.
A University of Eastern Finland study of 2,300 men found that regular sauna use is associated with significantly reduced cardiovascular mortality.
The landmark Finnish study showing 63% lower risk of sudden cardiac death for men using sauna 4-7 times per week vs. once per week.