A new health trend is gaining popularity in major urban centers throughout Canada, reshaping the concept of a typical night out. Imagine this scenario: a DJ, a makeshift dance area, and beverages. However, it’s not the typical nighttime setting as it’s 8 p.m. on a Wednesday, and there’s no alcohol involved – instead, there is a sauna.
These unique events, known as sauna raves, offer guests the opportunity to alternate between a cold plunge, hot sauna, and a lounge that transitions into a dance floor with a live DJ. At a women-only gathering at PRML in Calgary, Miriam Rodriguez expressed, “A sauna rave is so unique compared to other activities. This offers a perfect blend of holistic rejuvenation and entertainment.”
Advocates of hot-and-cold therapy, with its centuries-old history, claim it promotes heart health, enhances energy levels, relieves muscle soreness, and reduces stress. PRML schedules its sauna raves earlier than traditional club hours, usually from 7:30 to 9:30 p.m. Since its launch last June, PRML has initiated hosting sauna raves on a monthly basis.
Kaili Hu, an attendee at PRML, mentioned, “[I’m] participating for the wellness benefits and to socialize with friends.” Makina Labrecque, the marketing manager at PRML, described the atmosphere at sauna raves as attracting individuals of various ages, particularly those between 30 and 45, fostering a shared experience and meaningful connections in a non-drinking environment.
In Toronto, Othership organizes a range of social sauna events, from comedy nights to exclusive couple evenings. Periodically, Othership organizes larger, high-energy events, often in collaboration with Daybreaker, a global movement known for its alcohol-free daytime dance parties. Harry Taylor, a co-founder of Othership, explained, “Saunas and cold therapy naturally help people loosen up, fostering genuine and authentic connections.”
Noteworthy personalities are also joining the trend. Spice Girl Melanie C was a DJ at a Daybreaker event at one of Othership’s New York locations in November. Taylor emphasized the welcoming and secure ambiance of sauna raves, despite the vulnerability of being in bathing suits.
The utilization of hot-and-cold therapy for healing and well-being is not novel, but there is a growing interest in it. Jennifer Findlay, the founder of Core Essence, a wellness design and consulting firm, pointed out the rapid evolution of the wellness industry. Findlay highlighted the importance of saunas in today’s context, citing a shift towards performance and recovery-focused activities beyond traditional fitness and nutrition practices.
From a business perspective, Findlay noted that businesses featuring saunas and cold plunges require less space, have lower startup costs, and need fewer staff compared to conventional spas. While sauna businesses are thriving in major cities, Findlay anticipates a future expansion into smaller markets.
These venues are fulfilling a crucial role as the “third space,” a place where individuals can socialize outside of their homes and workplaces. Saunas are becoming popular social hubs, transitioning from private settings to public venues for shared experiences.
Beyond the party atmosphere, locations like PRML and Othership also offer serene sessions and guided classes for individuals seeking a solo retreat. In Calgary, Offline Wellness Club provides a tranquil space for relaxation and recovery, evolving from a running group into a community focused on rest and rejuvenation. Nina Hill, the club’s co-founder, emphasized the importance of disconnecting from technology and reconnecting with others in a sauna setting to promote mental well-being.