A rising trend in wellness is taking hold in major urban centers across Canada, reshaping the concept of a night out. Imagine this scenario: a DJ spinning tracks, a makeshift dance area, and beverages. The catch? It’s a Wednesday evening at 8 p.m., and instead of alcohol, there’s a sauna.
Enter the world of sauna raves, where attendees rotate between a cold plunge, a hot sauna, and a lounge area that transitions into a dance floor with a live DJ. Miriam Rodriguez, attending a women-only event at PRML in Calgary, described the experience as uniquely holistic and refreshing, yet entertaining.
Advocates of hot-and-cold therapy tout its age-old benefits, claiming it promotes heart health, boosts energy, relieves muscle soreness, and reduces stress. At PRML, sauna raves typically kick off earlier than traditional club hours, running from 7:30 to 9:30 p.m. Since opening last June, PRML has introduced sauna raves as a monthly feature.
Kaili Hu, an event participant, shared her motivation for attending, emphasizing the focus on health, wellness, and socializing with friends. Makina Labrecque, the marketing manager at PRML, highlighted the inclusive nature of sauna raves, attracting a diverse crowd but predominantly individuals aged between 30 and 45 seeking a shared, connection-driven experience.
In Toronto, Othership organizes various social sauna events, ranging from comedy nights to couple-centric evenings. Periodically, Othership hosts larger, high-energy events, often in collaboration with Daybreaker, a global sober dance movement renowned for its daytime dance gatherings.
Harry Taylor, co-founder of Othership, emphasized the liberating effect of saunas and cold treatments, fostering genuine and authentic connections among participants. The appeal extends to celebrities, as seen when Spice Girl Melanie C took to the DJ booth at a Daybreaker event at an Othership location in New York last November.
The surge in sauna businesses isn’t lost on experts, with Jennifer Findlay of Core Essence noting the expanding interest in hot-and-cold therapies for healing and wellness benefits. Findlay underscored the evolving wellness landscape, driven by a broader consumer awareness of alternative health practices beyond conventional fitness and nutrition routines.
Saunas are positioned as the “third space,” serving as a social hub outside of home and work environments. Alan Jalasjaa, an ambassador with Sauna from Finland, highlighted the global trend of saunas replacing traditional social venues like pubs, emphasizing the communal aspect of public sauna experiences.
While sauna raves offer a lively social atmosphere, establishments like PRML and Othership also cater to individuals seeking solitude and relaxation through quiet sessions and guided classes. Offline Wellness Club in Calgary provides a tranquil space for individuals to disconnect from technology, fostering a community focused on rest and rejuvenation.
The sauna experience, whether vibrant or serene, offers a unique setting for socializing, unwinding, and forging connections in a wellness-driven environment.