Waterstruck Wellness Is Adding Live Music to the Thermal Circuit This Summer

Waterstruck Wellness, a community Nordic spa tucked into the woods along the Damariscotta River in Newcastle, Maine, is launching Sonic Sounds, a six-date ambient concert series that pairs live music with the thermal circuit. The series runs every other Sunday from June 14 through August 16, with three rotating performers: singing bowl practitioner Jamie Bifulco, indie musician Jesse Kivel, and cellist Robin Lane.

Each Sonic Sounds session runs two hours and includes full access to Waterstruck’s wood-fired cedar sauna, cold plunge, hydrotherapy pool, and outdoor rest areas. The music is designed to complement the heat-up, cool-down, rest cycle rather than compete with it.

Key Facts

What: Sonic Sounds, an ambient concert series at Waterstruck Wellness

Where: 600 River Road, Newcastle, ME 04553

When: Every other Sunday, June 14 through August 16 (six dates)

Session length: 120 minutes

Performers: Jamie Bifulco (singing bowls), Jesse Kivel (vocals and guitar), Robin Lane (cello)

Opened: November 2024

Founders: Ashley Baldwin and Kyle Markmann

Standard sessions: $35 for 75 minutes, $49 for two hours

Capacity: Up to 14 guests per session

About Ashley, Kyle, and Waterstruck

Ashley Baldwin and Kyle Markmann opened Waterstruck in November 2024 after years in behind-the-desk careers led both of them to sauna as a burnout recovery tool. Kyle brings operations experience from wellness spaces; Ashley trained in nature-based mindfulness and meditation through Kripalu’s Mindful Outdoor Leadership program. They built their first sauna at home, started sharing it with friends, and eventually decided the community needed its own space.

The property sits on River Road, right on the Damariscotta River in midcoast Maine, between the towns of Damariscotta and Boothbay Harbor. The name Waterstruck comes from waterstruck brick, a handmade variety that originated on the Damariscotta’s shores during the local brick-making era of the late 1800s. Reclaimed bricks from that period are still scattered across the property.

Since opening, Waterstruck has drawn attention from the New York Times, Lonely Planet, the Boston Globe, and Maine Life. The spa is also an alumnus of Cedar and Stone, the sauna industry accelerator that has helped launch and scale a growing number of independent US operators.

What the Thermal Circuit Looks Like

Waterstruck runs a traditional three-phase Nordic circuit: heat up, cool down, rest.

The sauna is a wood-fired cedar room that reaches up to 200 degrees Fahrenheit. A picture window overlooks the forest, and guests can ladle water on the rocks to adjust humidity. The cold side includes an immersion plunge held at 50 degrees, a cold shower, and (in winter) whatever the Maine weather provides. The hydrotherapy pool runs 98 to 100 degrees in winter and drops to 80 to 85 degrees in summer.

The rest phase is where Waterstruck invests. A yurt with a fire, outdoor decks and hammocks, tea and kombucha from the snack bar, and recovery add-ons like compression boots. Ashley and Kyle treat rest as a distinct third phase, not an afterthought. Most guests complete two to four full circuits during a two-hour session.

The facility is 18-plus for community sessions, with up to 14 guests sharing the circuit at capacity. Private bookings are available for groups that want to bring minors or have the space to themselves.

The Sonic Sounds Schedule

The six-date series rotates three performers, each matched to the rhythm of the thermal circuit:

June 14: Jamie Bifulco, sound meditation with singing bowls

June 28: Jesse Kivel, indie pop with vocals and guitar

July 12: Jamie Bifulco, sound meditation with singing bowls

July 26: Robin Lane, cello

August 2: Performer to be announced

August 16: Robin Lane, cello

Reservations are available through Waterstruck’s events calendar. The spa is also running a summer promotion: five-session packs are $25 off through June 15 with the code SUMMERSAUNA.

What Operators Should Notice

Waterstruck is seven months old and already programming beyond the thermal circuit. That decision reflects a pattern SaunaNews has tracked across a growing number of independent US operators: the White Mountain Sauna Haus in North Conway tied its identity to the ski calendar, KOS Sauna built a floating concept that turns location into the event, and the Aufguss playbook showed that ritual performance can be a revenue multiplier.

Sonic Sounds follows the same logic. Ambient music is a natural fit for the thermal circuit because it works with the meditative quality of heat-and-cold cycling rather than against it. Singing bowls and solo cello are not competing with the sauna for attention. They are deepening what the sauna already does. For a 14-person-capacity space in a seasonal Maine market, that kind of programming turns a Sunday session from a nice-to-have into a calendar hold.

Why It Matters

The northeast US is building a community sauna scene from the ground up. In Maine alone, operators like Waterstruck are proving that a wood-fired sauna, a cold plunge, and a clear point of view about rest can anchor a real bathhouse business without outside investors or a big-city location. Adding cultural programming this early in a spa’s life signals that Ashley and Kyle are thinking about frequency, not just foot traffic. That distinction tends to matter more than equipment specs for small operators building long-term community businesses.

The Bottom Line

Waterstruck Wellness opens its first summer concert series on June 14. Sessions are bookable at waterstruckwellness.com. The spa runs year-round at 600 River Road in Newcastle, Maine, with standard two-hour sessions at $49.