A new wellness trend is gaining popularity in major Canadian cities, reshaping the concept of a night out. Imagine this: a DJ, a temporary dance floor, and beverages. However, it’s not the usual scenario as it’s a Wednesday evening at 8 p.m., and instead of alcohol, there’s a sauna involved.
These events, known as sauna raves, entail guests moving between a cold plunge, hot sauna, and a lounge area that transitions into a dance floor with a live DJ. Miriam Rodriguez, attending a women-exclusive event at PRML in Calgary, described the experience as a unique blend of holistic refreshment and enjoyment.
Supporters of hot-and-cold therapy, a practice with ancient roots, claim it promotes heart health, boosts energy, relieves muscle tension, and reduces stress. PRML in Calgary organizes sauna raves at an earlier time than typical club hours, usually from 7:30 to 9:30 p.m. Since its opening in June, PRML has started hosting these events monthly.
Participants like Kaili Hu attend sauna raves at PRML for health benefits, wellness, and socializing with friends. Makina Labrecque, the marketing manager at PRML, highlighted the inclusive nature of sauna parties, attracting individuals aged 30 to 45 who seek connections in a non-drinking environment.
In Toronto, Othership hosts various social sauna gatherings, ranging from comedy nights to couples-only occasions. Occasionally, they collaborate with Daybreaker, a global sober dance movement, to organize large-scale, high-energy events. Harry Taylor, co-founder of Othership, emphasized the liberating effect of saunas and cold therapy on inhibitions, fostering genuine connections among attendees.
Sauna businesses are experiencing significant growth, according to wellness design expert Jennifer Findlay. She noted the evolving wellness industry’s focus on performance and recovery, with saunas offering a unique approach beyond traditional workout and diet routines. Findlay predicts further expansion of sauna businesses into smaller markets following the trend observed in major cities.
Experts point out that these sauna venues serve as the modern-day “third space,” filling a social void between home and work. Saunas are becoming popular social hubs, replacing traditional gathering spots like pubs. Alan Jalasjaa, from Sauna from Finland, highlighted the global trend of public saunas becoming social hotspots.
While sauna experiences can be lively and social, venues like PRML and Othership also provide quiet sessions and guided classes for individuals seeking a solitary retreat. Offline Wellness Club in Calgary offers a serene environment for people to disconnect from their devices, fostering connections in a sauna setting reminiscent of traditional social gatherings but with a rejuvenating twist.