A new wellness trend is making waves in major Canadian cities, reshaping the concept of a night out. Imagine this scenario: a DJ, a makeshift dance area, and beverages. However, it’s not your typical evening scene as it’s only 8 p.m. on a Wednesday, and alcohol is replaced by a sauna.
Enter the world of sauna raves, where attendees move between a cold plunge, a hot sauna, and a lounge space that transitions into a dance floor featuring a live DJ. Miriam Rodriguez, attending a women-only event at PRML in Calgary, described the experience as unique and refreshing, combining holistic elements with entertainment.
Advocates of hot-and-cold therapy claim its benefits are numerous, including promoting heart health, enhancing energy levels, soothing muscles, and reducing stress. These sauna raves at PRML usually start early, from 7:30 to 9:30 p.m., offering a different nightlife experience. Since opening last June, PRML has begun hosting regular sauna raves, aiming to make them a monthly occurrence.
Participants like Kaili Hu are drawn to these events for health reasons and the opportunity to socialize with friends. Makina Labrecque, PRML’s marketing manager, highlighted that sauna parties attract a diverse crowd, particularly individuals aged 30 to 45. The focus is on creating a communal environment where connections can be fostered without the need for food or alcohol.
In Toronto, Othership organizes various social sauna gatherings, ranging from comedy nights to couples-only sessions. Periodically, Othership hosts larger, high-energy events in collaboration with Daybreaker, a global sober dance movement established in 2013. Harry Taylor, Othership’s co-founder, emphasized how the sauna ambiance naturally encourages a sense of openness and genuine connections among participants.
The trend isn’t confined to local scenes; even celebrities like Melanie C from the Spice Girls have taken part in sauna events. Taylor noted the inviting atmosphere of sauna raves, where vulnerability is met with a feeling of safety, fostering a unique sense of community.
The use of hot-and-cold therapy for health benefits isn’t a novel concept, but there is a growing interest in such practices. Jennifer Findlay, founder of Core Essence, a wellness design firm, observed a rapid evolution in the wellness industry as people increasingly focus on performance and recovery. Sauna businesses with cold plunges require less space, lower startup expenses, and fewer staff compared to traditional spas, making them an attractive option for entrepreneurs.
While major cities have seen a surge in sauna businesses, Findlay anticipates expansion into smaller markets in the future. These sauna venues are fulfilling a crucial role as the “third space,” offering a social environment outside of home and work settings. Sauna experiences are becoming the new social hubs, replacing traditional gathering spots like pubs.
The appeal of sauna venues extends beyond social gatherings to include quiet sessions and guided classes for individuals seeking relaxation and personal time. Offline Wellness Club in Calgary, for instance, provides a tranquil space for people to disconnect from technology and reconnect with themselves and others, promoting a sense of community akin to traditional social settings but within a sauna environment.
