A new trend in wellness is emerging in major Canadian cities, reshaping the concept of a typical night out. Imagine this scenario: a DJ, a makeshift dance space, and beverages. However, it’s not your usual night out; it’s 8 p.m. on a Wednesday, and instead of alcohol, there’s a sauna.
These events, known as sauna raves, involve guests rotating between a cold plunge, hot sauna, and a lounge area that transitions into a dance floor with a live DJ. Miriam Rodriguez, a participant at a women-only event at PRML in Calgary, described the experience as a unique blend of holistic rejuvenation and entertainment.
Advocates of hot-and-cold therapy, a practice with centuries-old roots, claim it promotes heart health, boosts energy levels, relieves muscle tension, and reduces stress. PRML, a contrast therapy facility linked to Rumble Boxing Studio in Calgary, typically hosts sauna raves earlier than traditional club hours, running from 7:30 to 9:30 p.m. The establishment, which opened in June, recently introduced monthly sauna rave sessions.
Attendees, such as Kaili Hu, are drawn to these events for the health benefits and the opportunity to socialize with friends. According to Makina Labrecque, the marketing manager at PRML, sauna raves attract a diverse crowd, but predominantly individuals aged between 30 and 45. Labrecque emphasized the communal aspect of these gatherings, highlighting the opportunity for genuine connections in a setting focused on wellness rather than food and drinks.
In Toronto, Othership organizes various social sauna activities, ranging from comedy nights to exclusive couples’ evenings. Periodically, Othership hosts large, high-energy events, sometimes in collaboration with Daybreaker, a global sober dance movement established in 2013. Harry Taylor, the co-founder of Othership, noted how the sauna ambiance naturally fosters a sense of openness and authentic interactions among participants.
The surge in sauna-related businesses reflects the growing interest in hot-and-cold therapy for its healing properties. Jennifer Findlay, the founder of Core Essence, a wellness design consultancy, highlighted the industry’s rapid expansion, driven by a shift towards performance optimization and recovery. Findlay underscored the broader understanding among consumers that holistic well-being encompasses various practices beyond mere exercise and diet.
Sauna venues are increasingly viewed as the “third space,” a vital social setting outside of home and work environments. Alan Jalasjaa, a Sauna from Finland ambassador, noted the global trend of saunas replacing traditional social hubs like pubs. This shift emphasizes the social aspect of sauna experiences, encouraging communal interactions in public sauna settings.
While sauna raves offer a vibrant social atmosphere, establishments like PRML and Othership also provide quieter sessions and guided classes for individuals seeking solitary relaxation. Offline Wellness Club in Calgary offers a more laid-back experience, focusing on rest and recovery activities. Co-founder Nina Hill highlighted the club’s aim to create a space where people can disconnect from technology, connect with others, and rejuvenate in a sauna environment.
The increasing popularity of sauna-related activities signifies a broader cultural shift towards holistic wellness practices and socializing in rejuvenating settings.