The Newsroom
Articles, research, and stories from the world of saunagus and wellness.
August 29, 2026
Sauna vs Infrared: Which One You Actually Want
Search for a sauna in Denver and you will mostly find infrared. We are not that, and the difference is not a temperature setting.
IcebreakRead
July 21, 2026
Heat, Cold, and New Friends
A night that doesn’t exist yet. Step inside a 75-minute Icebreak session, from the first nervous breath to the friends you leave with.
IcebreakRead
July 26, 2026
Doing Ritual Right: Sauna Safety, Training, and the Business Case for Aufguss
What every bathhouse owner and sauna practitioner should know
Sarah SpotoRead
March 20, 2026
What Is Aufguss? A Guide to the Sauna Ritual Taking the UK by Storm
How the German-originated aufguss ritual is expanding across Europe, detailing the role of the aufgussmeister and competitive championships.
Finnmark SaunaRead
March 7, 2026
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.
CNBCRead
January 26, 2026
As Bars Struggle, Investors Are Turning to This Happy Hour Alternative With 60 Percent Margins
Explores the modern bathhouse industry resurgence in America and its financial viability as a high-margin business.
Inc.Read
January 24, 2026
Saunagus: What This Culture Means for Denmark and Why Locals Are Doing It Religiously
In the sauna, everyone is equal, phones away, titles left outside. Saunagus is a social ritual disguised as a sauna experience.
Last Week in DenmarkRead
January 21, 2026
The Design-Driven Bathhouses Redefining Social Wellness in NYC
A tour of the beautifully designed New York bathhouses turning heat, cold, and community into the city's favorite night out.
Hotels Above ParRead
January 16, 2026
The Europeans Have Some Notes About American Sauna Culture
Contrasts European and American approaches to sauna culture, etiquette, and the growing divide in how each continent experiences heat.
New York TimesRead
January 15, 2026
Why We're All Trading Happy Hours for the Bathhouse
Examines the booming bathhouse industry and what's driving its popularity as an alternative to alcohol-centric socializing.
BloombergRead
January 12, 2026
Sauna and Cold Plunge: The Science of Contrast Therapy
SISU co-founder Spencer Crosland breaks down what contrast therapy does to the body and brain, from sleep and recovery to dopamine and resilience.
Ever OnwardListen
January 8, 2026
Sauna 2026: The Trends Defining a Movement
The sauna industry is transitioning from niche revival to mainstream infrastructure. The third space is no longer theoretical.
Cedar & StoneRead
2026
Sauna Talk: Conversations from the Bench
A long-running podcast of candid conversations with sauna builders, bathers, and thinkers about the culture and craft of the loyly.
Sauna TalkListen
December 29, 2025
Sauna Heat and Cold-Water Immersion: Cardiovascular Response in Women
A 2025 study measuring how healthy women's cardiovascular systems respond to Finnish sauna followed by a cold plunge.
Scientific ReportsRead
December 22, 2025
All You Need to Know About Finnish Sauna
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.
Nordic VisitorRead
December 16, 2025
When Self-Care Becomes Social: The Boom of Modern Bathhouses
Urban wellness venues combining contrast therapy with community are transforming how people socialize. Othership welcomes 500 people daily.
BeautyMatterRead
December 5, 2025
Aufguss: Sauna's Oddest, and Most Exhilarating, Ritual
A travel writer falls for aufguss, the theatrical steam ceremony that turns a hot room into a shared performance.
WanderRead
November 20, 2025
New Research Shows Hot Tubs Trigger Health Benefits Saunas Don't
A 2025 study finds immersive heat raises core temperature more than sauna air, driving stronger boosts in blood flow and immune activity.
ScienceDailyRead
November 19, 2025
Global Wellness Market Hits Record $6.8T, Expected To Reach $9.8T by 2029
Reports on the wellness industry's explosive growth trajectory and the markets driving expansion.
AthleTech NewsRead
November 13, 2025
Bathhouse Is Changing The Face Of Wellness Across America
Covers the expansion of bathhouse concepts across major U.S. cities and why Americans are embracing communal wellness.
ForbesRead
June 11, 2025
The Truth About Cold Exposure with Dr. Susanna Soberg
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.
ZOE ScienceRead
May 27, 2025
How a $7 Million NYC Bathhouse Is Redefining Wellness
Robbie Bent explains how backyard ice-bath meet-ups became Othership, an NYC third-place that fuses heat, cold, and guided breath-work into the most social “night out”.
That One Time with Adam MetwallyWatch
May 13, 2025
Inside the Modern Bathhouse Boom
A deep dive into why hot-and-cold social wellness is scaling so fast, and the economics behind the new third places.
Carbonate InsightsRead
May 1, 2025
Research Highlights Health Benefits From Cold-Water Immersion
Harvard reviews the growing evidence that brief cold exposure can lift mood, sharpen focus, and support recovery.
Harvard HealthRead
Apr 25, 2025
Experience Aufguss at World Spa
A front-row look at a full aufguss ritual: scented steam, choreographed towel work, and a room moving as one.
World SpaWatch
February 1, 2025
Hot and Cold: The Health Benefits of Cold-Water Immersion and Saunas
An Oxford Brookes expert unpacks what the science does and does not yet show about heat, cold, and wellbeing.
Oxford Brookes UniversityRead
January 1, 2025
Effects of Cold-Water Immersion on Health and Wellbeing: A Systematic Review
A 2025 meta-analysis of 11 studies and 3,177 people finds cold-water immersion can lower stress, improve sleep, and lift quality of life.
PLOS OneRead
Dec 28, 2024
Aufguss: Show-Stopping Sauna Ritual or Camp Melodrama?
A witty insider look at competitive aufguss, where towel choreography, costumes, and theatrics meet the quiet craft of moving heat.
Culture of BathingRead
October 1, 2024
The Benefits of Cold-Water Immersion Therapy
Cold water immersion significantly increases endorphins and catecholamines including dopamine and norepinephrine, boosting mood for hours.
UF HealthRead
June 18, 2024
Trend: Saunas and Social Connection
Social saunas are emerging as solutions to loneliness, offering affordable, alcohol-free gathering spaces for genuine connection.
Global Wellness SummitRead
July 12, 2023
Why Danish Saunagus Should Be Your New Coping Mechanism
Danish saunagus combines sauna, aromatherapy, breathwork, and guided meditation. Gus masters waft towels dramatically to distribute essential oil vapors.
Vogue ScandinaviaRead
May 1, 2022
The Science & Use of Cold Exposure for Health & Performance
Dr. Andrew Huberman breaks down how deliberate cold exposure triggers dopamine and epinephrine release, enhancing energy, focus, and mood.
Huberman LabRead
April 25, 2022
The Science & Health Benefits of Deliberate Heat Exposure
Describes the mechanisms by which deliberate heat exposure impacts body temperature, metabolism, heart health, hormone production, exercise recovery, cognition, mood, and longevity.
Huberman LabListen
January 11, 2022
A Sauna Master Explains the Aufguss Sauna Ritual
Aufguss is a multisensory 15-minute ritual inside the sauna combining heat, essential oils, and music for heightened endorphin and serotonin levels.
Bathhouse JournalRead
October 1, 2021
Sauna Use as a Lifestyle Practice to Extend Healthspan
Dr. Rhonda Patrick's research linking sauna use to heat shock protein activation, improved cardiovascular function, and reduced inflammation.
Experimental GerontologyRead
February 24, 2021
All You Need to Know About Scandinavian Sauna Culture
Explores how sauna traditions remain central to Scandinavian wellness and social life across Denmark, Norway, and Sweden.
Daily ScandinavianRead
November 1, 2018
Sauna Bathing Is Associated With Reduced Cardiovascular Mortality in Men and Women
Extends the Finnish sauna research to include women, confirming cardiovascular mortality benefits across both sexes.
BMC MedicineRead
August 1, 2018
Cardiovascular and Other Health Benefits of Sauna Bathing: A Review of the Evidence
Comprehensive review finding sauna bathing linked to reduced risk of vascular diseases, neurocognitive diseases, and all-cause mortality.
Mayo Clinic ProceedingsRead
February 25, 2015
Sauna Use Linked to Longer Life, Fewer Fatal Heart Problems
A University of Eastern Finland study of 2,300 men found that regular sauna use is associated with significantly reduced cardiovascular mortality.
Harvard HealthRead
February 1, 2015
Association Between Sauna Bathing and Fatal Cardiovascular and All-Cause Mortality Events
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.
JAMA Internal MedicineRead