A rising wellness trend is taking hold in major Canadian cities, reshaping the concept of a typical night out on the town. Imagine this scenario: a DJ spinning tracks, a makeshift dance area, and beverages flowing. The twist? It’s Wednesday at 8 p.m., and the libations are swapped out for a sauna experience.
Enter the world of sauna raves, where attendees rotate between a cold plunge, a steamy sauna session, and a lounge space that morphs into a dance floor with pulsating beats from a live DJ. Miriam Rodriguez, attending a women-only event at PRML in Calgary, describes the experience as a unique blend of holistic refreshment and entertainment.
The practice of hot-and-cold therapy, known for centuries, is lauded for its cardiovascular benefits, energy-boosting effects, muscle relief, and stress reduction. At PRML, these sauna raves kick off earlier than the typical club night, running from 7:30 to 9:30 p.m. Since opening in June, PRML has introduced monthly sauna rave events to their lineup.
Kaili Hu, a participant, shared her motivation for joining in: a focus on health and wellness alongside socializing with friends. Makina Labrecque, the marketing manager at PRML, highlighted the inclusive nature of these sauna parties, attracting a diverse crowd but primarily appealing to individuals aged 30 to 45.
In Toronto, Othership organizes a range of social sauna gatherings, from comedy nights to exclusive couple-themed evenings. Periodically, Othership ups the ante with large, high-energy events, often in collaboration with Daybreaker, a global movement renowned for its alcohol-free daytime dance celebrations.
Harry Taylor, co-founder of Othership, noted the liberating effect of sauna and cold therapies in breaking down social barriers, fostering genuine connections among participants. The allure of these sober sauna parties has even attracted celebrities like Spice Girl Melanie C, who DJed at a Daybreaker event hosted by Othership in New York.
Sauna businesses are experiencing a surge in popularity, with Jennifer Findlay of Core Essence observing a growing interest in hot-and-cold therapies for health and wellness benefits. Saunas are especially relevant today as more people prioritize performance and recovery beyond traditional fitness and diet routines. From a business standpoint, saunas and cold plunge facilities offer cost-effective, space-saving alternatives to conventional spas, making them an attractive investment.
Experts highlight the significance of sauna venues as a vital “third space,” a place for socializing outside of home and work environments. Alan Jalasjaa, an advocate for the authentic Finnish sauna experience, underscores the global trend of saunas replacing traditional social hubs like pubs. Embracing the social aspect of sauna culture has become a key driver of its popularity worldwide.
These sauna spaces not only cater to partygoers but also provide opportunities for solitude and relaxation. PRML and Othership offer quiet sessions and guided classes for those seeking a tranquil escape. In Calgary, Offline Wellness Club offers a serene environment for individuals to disconnect from their devices and connect with others in a sauna setting, promoting a sense of community and rejuvenation.
