While saunas have been around for thousands of years, they’re currently enjoying an incredible renaissance.
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.
Saunas as Social and Sensory Experiences 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.
‘In America’s Cities, Saunas Are Becoming the Hottest Social Spot’–Vogue This article looks at how the growing community sauna movement is creating new spaces for people to meet by pairing saunas with food, music, yoga or fundraising efforts, and how today’s saunas offer a different kind of socializing—and a rare chance to meet a stranger. Also explored is the way that saunas offer inclusive spaces for everyone, with specific nights for Queer and Trans Sauna, Native + Indigenous Heat, and Bigger Bodies.
Have steam and ice become the new social lubricants? A look at the UK’s growing social sauna movement, and how British sauna-goers are catching up with their Continental cousins. Pop-up saunas from London’s Kings Cross to beachside horseboxes are engaging people across the country, and the social aspect of saunas means people are meeting there, rather than at the pub.
A look at how the Aufguss movement is growing (and changing) in Europe, bringing Eurovision-style entertainment to the sauna and creating celebrity saunameisters.
An exploration of how urban bathhouses and other sauna-centric locations—with soaking pools, saunas, guided rituals and ice baths—have emerged not only as social self-care spots, but also unexpected locations for dating and romance. By allowing a place to meet others organically and time to build authentic connections, bathhouses are emerging as an alternative to both dating apps and bars.
The first-ever American Aufguss World Championship will be held this June at Bathhouse in New York City with support from Design for Leisure. Canada will also hold its first-ever Aufguss championship in 2025.
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