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Wellness Trends

The broader wellness, longevity, and biohacking movements driving sauna adoption. Science, culture, and the people behind the thermal wellness revolution.

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

The urban bathhouse operator expects to hit $120 million in run-rate revenue by year-end, processing 1,000 customers daily per location.

Bathhouse, the Brooklyn-based social wellness club, told CNBC it expects to reach approximately $120 million in run-rate revenue by the end of 2026 — a milestone that validates the urban sauna social club as a serious business category, not a wellness fad.

Anna Virtanen

·Jun 12, 2024·9 min read

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AnalysisWellness Trends

Cold Plunge Market Hits $380M as Category Creates New Sauna Buyers

The global cold plunge tub market reached an estimated $380 million in 2025, with brands like Plunge crossing $100M in revenue. But the bigger story is what cold plunge adoption does for the sauna market — data shows it's creating new sauna buyers, not stealing them.

Anna Virtanen·Jan 15, 2025·7 min read

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