SaunaNews
The Sauna Industry's Record of Note
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Therme Group hired a WhiteWater president and a Merlin Entertainments managing director in one week. But the entertainment-to-bathing talent migration runs far wider: a Meow Wolf co-founder, a Midas List VC, festival-circuit investors, trained theater performers, and nightclub operators are all building the next generation of bathing businesses. UNESCO classified Finnish sauna under festive events in 2020. The rest of the industry is catching up.
As Submersive moves from concept to permits, Austin's planned flagship now has a defined location, an active filing trail, and a clearer path toward a mid-2027 opening target.