SaunaNews
The Sauna Industry's Record of Note
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The engine room determines the guest room. The linen flow determines the guest satisfaction. Here is everything experienced thermal designers, architects, and operators know about bathhouse development that first-time operators learn the expensive way.
Bathhouse opens its third New York City location, Bathhouse Atlantic Avenue, on Saturday, May 16, 2026, at 540 Atlantic Avenue in Downtown Brooklyn, two blocks west of Barclays Center. The build-out features five heat experiences anchored by a 100-plus-seat event sauna built for Aufguss programming, three thermal pools, a wood-fired Banya, an Infrared Sauna, and a Steam Room, with day passes starting at $29.
Aufguss USA Nationals 2026 returns to Brooklyn May 19–21 with an expanded three-day format, doubled WM qualification slots, and the largest event sauna in the country. The infrastructure behind the competition tells you where American sauna culture is headed.
Bathhouse has raised $35 million from Imaginary Ventures to expand from two New York locations to 10 U.S. cities, anchored by an 85,000-square-foot LA flagship at the former Amoeba Music building on Sunset Boulevard.
Bathhouse, Othership, and Sant Roch have moved Aufguss from European ritual to commercial asset class, and Galgorm's public £10,000-a-month number is the cleanest reference case in the category. Back into the math and utilization is only about 18.5% of theoretical capacity. The real investment thesis is a one-to-thirty labor ratio, not revenue per square foot. For US resorts and hospitality groups, the deciding variables are Sauna Master pay, commercial heater draw, insurance liability, and an honest demand curve, not the headline revenue.
Bathhouse, the New York-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.