Bathhouse on Pace for $120M Revenue as Social Sauna Model Scales

Inside a converted 1930s soda factory on North 10th Street in Williamsburg, Brooklyn, a line forms every Saturday morning. It's not for brunch. It's for a three-hour sauna session at Bathhouse, one of a growing number of urban sauna social clubs that are turning thermal bathing into a lifestyle category.

A New Category Emerges

The sauna social club model has proliferated in major cities over the past three years. Part traditional bathhouse, part wellness studio, part community gathering space, these aren't luxury spas. They're membership-driven, culture-forward venues designed around the ritual of heat and cold, with food, drink, and social programming layered on top.

The format varies, but the core elements are consistent: multiple sauna types (Finnish, infrared, sometimes steam), cold plunge pools or outdoor cold water immersion, rest areas designed for conversation, and a bar or cafe serving non-alcoholic beverages, broths, or light food.

We're not competing with day spas. We're competing with coffee shops and yoga studios. This is about how people spend their Saturday, not how they treat themselves on vacation.

The Business Model

Most operators use a hybrid membership-plus-drop-in model, with monthly memberships ranging from $150 to $300 and single sessions priced at $40-$75. The economics work well for operators: thermal facilities have high upfront capital costs but relatively low variable costs per session, and utilization rates tend to be strong once a community forms.

Bathhouse, which opened its original Williamsburg location in 2019 (in the former Brooklyn Bottling Company building) and expanded to an adjacent space in 2023, told CNBC in March 2026 that it sees roughly 1,000 customers per day across its two New York City locations and is on track for $120 million in run-rate revenue by year-end.

Cultural Drivers

The trend draws from several cultural currents: the normalization of cold exposure through influencers and podcasters, the post-pandemic hunger for in-person community, the growing longevity and biohacking movements, and a generational shift toward experiences over material consumption.

As the category matures, expect more sophisticated programming, branded product lines, and expansion into secondary markets. The sauna social club may be one of the most promising new formats in urban wellness.