Social Sauna: the return of a thousand-year-old ritual
The sauna has existed for thousands of years, but today it is experiencing a sort of renewed popularity that speaks to the new generations and becomes an experience that goes beyond simple relaxation. Proof of this has been highlighted by Global Wellness Summit 2025, which has identified the Social Sauna as one of the most interesting trend in the international wellness scene. While the sauna used to be perceived as a secluded, private, or even solitary place, now it has turned into a place for socialisation, culture and entertainment. From New York to London, from Oslo to Tokyo: urban saunas, festivals and actual social hubs where heat combines with music, artistic performance and moments of sharing. It is no longer a quiet cabin where to regenerate on one’s own, but rather a vibrant context – often in spectacular locations – where to rediscover the pleasure of being together in a genuine way.
An example? The Aufguss show events, originated in Europe and now spread worldwide. They are actual multi-sensory ceremonies, where the Aufgussmeister – the sauna master – alternates ritual gestures, fragrances and scenic moves with the towels, often complemented with lights, music and narration. In some places, these events have reached almost theatrical magnitude, to the point of starting international competitions and championships that attract a larger and larger audience.
And, as proven by the Global Wellness Summit, that’s not all there is to the social sauna. In many cities, the formats combining heated baths, dj sets, sessions of sound meditation, dance workshops and even live concerts are increasing exponentially. In Norway, for example, there are experiences such as the Deep Listening sauna sessions, where the participants listen to iconic music albums together while they let go to the regenerating heat. In New York, spaces such as Othership offer evening meetings dedicated to conscious sociability, with programs combining sauna, breathing exercises and group techniques to favour connection and authenticity.
The secret to this trend is in the pursuit of authentic experiences disconnected from the virtual world. Within the sauna, immersed in an essential environment made of wood, stone and water, people get undressed – literally and metaphorically, get rid of social superstructures, and rediscover a more spontaneous contact with themselves and others. The result? A new form of shared wellness, combining tradition and innovation. Today, the sauna is no longer a silent refuge: it is a place where heat is transformed in collective energy and where wellness is an experience to enjoy together.