A new wellness trend has emerged in the market, particularly attracting youngsters. The concept of “social bathhouses” has led to a boom in the sauna industry, which is projected to grow by more than USD 150 million over the next few years. It has become much popular in the United States cities like New York, Los Angeles, London, Canada, Australia and China. A Global Wellness Summit noted sauna and bathhouse experience as a top wellness trend in 2025.
This emerging trend is driven by increasing health awareness among people who want to mix traditional happy hours with social wellness. People who wish to shift away from alcohol-fuelled social gatherings and engage in more meaningful conversation are adopting this trend. Social bathhouses trend feature communal saunas, steam rooms with spaces designed for community interaction, relaxation, and wellness. People bath together and try "contrast therapy" which means switching between hot and cold to improve mental wellbeing by stimulation.
Ancient Tradition Reimagined
Social sauna culture that has deep roots in Finnish, Turkish, and Japanese cultures is booming. The trend has been also referred to as a "bathhouse renaissance”. It has evolved from an ancient, communal tradition where bathing, sweating, and socialising converged, especially at times when private building facilities were rare. Traditions like Finnish Sauna Culture, Roman/Byzantine Baths, Hammams, Japanese Sento and Onsen are some of the examples.
Why Is It Becoming Popular?
This concept is now being reimagined and preferred by youngsters who are looking for spaces providing relaxation, community interactions, and self-care. Reports indicate that youngsters are opting for social bathing clubs accused of spending their evenings at bars. Adam Simms, co-founder of RECESS told CNN Travel, “There’s a possibility of meeting new people. There’s a high energy, or vibe. You can dance...There’s just some beautiful connections to come out of that.” Othership co-founder Myles Farmer added, “There are a lot of people in these big cities who do not regularly have authentic connections with each other."
According to the Grad View Research report, the sauna market size was estimated at USD 954.3 million in 2025 and is expected to reach USD 1556.8 million by 2033, at a Compound Annual Growth Rate (CAGR) of 6.4 per cent from 2026 to 2033.