A rising wellness trend is taking hold in major Canadian cities, reshaping the concept of a night out. Imagine this scenario: a DJ, an impromptu dance floor, and beverages. Except it’s Wednesday at 8 p.m., and there’s no alcohol; instead, there’s a sauna.
These gatherings, known as sauna raves, involve attendees alternating between a cold plunge, 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 unique and a blend of holistic refreshment and enjoyment.
Advocates of hot-and-cold therapy, a centuries-old practice, claim it promotes heart health, boosts energy, relieves muscle tension, and reduces stress. At PRML, sauna raves usually occur earlier in the evening, from 7:30 to 9:30 p.m. The facility, which opened in June, recently introduced monthly sauna rave events.
Participants like Kaili Hu attend for health and wellness reasons, as well as for socializing. PRML’s marketing manager, Makina Labrecque, noted that sauna parties attract a diverse crowd, primarily aged between 30 and 45, fostering shared experiences and connections without the need for food and alcohol.
In Toronto, Othership hosts various social sauna events, from comedy nights to couples-only gatherings. Periodically, Othership organizes larger, high-energy events, often in collaboration with Daybreaker, a renowned sober daytime dance movement founded in 2013. Harry Taylor, Othership’s co-founder, highlighted the liberating effect of saunas and cold therapy on inhibitions, fostering genuine connections.
The trend has even caught the attention of celebrities, with Spice Girl Melanie C DJing at a Daybreaker event at Othership’s New York location. The appeal of sauna raves lies in their inviting atmosphere, characterized by low lighting and a sense of safety, despite the required vulnerability in swimsuits.
According to Jennifer Findlay, founder of Core Essence, a wellness design consultancy, the burgeoning interest in hot-and-cold therapy reflects a broader shift towards holistic well-being beyond conventional fitness and nutrition practices. Sauna businesses offer compact, cost-effective setups that appeal to a wide audience, with growth anticipated in smaller markets.
Experts view these venues as fulfilling a crucial need for a “third space,” a social hub outside of home and work settings. Saunas are increasingly replacing traditional social venues like pubs, fostering a global trend of communal sauna experiences. Alongside the party atmosphere, establishments like PRML and Othership provide quiet sessions and guided classes for individuals seeking solitude and relaxation.
In Calgary, Offline Wellness Club emphasizes disconnection from technology, offering an environment where individuals can unwind without distractions. The club’s co-founder, Nina Hill, envisions a space where people can connect authentically, akin to social interactions in bars, but within a sauna setting, promoting a sense of rejuvenation and well-being.