The rise in popularity of ‘sauna-tainment’ and modern bathhouses

Saunas, while having been around for thousands of years, are currently enjoying a renaissance - becoming increasingly paired with other forms of entertainment where sauna festivals and pop-ups combine music, dance workshops, bands and DJs with sauna rituals, cold plunges and hot tubs.

Sweating it out in communal spaces for relaxation, physical or mental therapy and socialising has long been a staple of many cultures around the world, from Scandinavia’s saunas and Native American sweat lodges to Japan’s onsen and Turkish baths.

Increasingly, saunas are not just for solitary sweating but have become communal gathering places as people look for new ways to spend time together and socialise in healthier alternatives to pubs, bars and nightclubs.

The simplicity of the materials required for a sauna - wood, stone and water - also speaks to those looking to disconnect from the digital world, and perhaps reconnect with a more authentic, ancestral world.

In Australia, modern bathhouses and saunas are gaining popularity, offering experiences such as communal mineral pools, hot spas, cold plunges, and saunas, with options including Sydney’s Capybara Bathing; the Hepburn Bathhouse in Daylesford; and the Soak Bathhouse in Brisbane’s West End.

New Zealand offers a range of modern bathhouses and saunas, many leveraging the country's natural hot springs, with options including Rotorua’s Wai Ariki Hot Springs and Spa; Taupō DeBretts Hot Springs; and Polynesian Spa - offering both public and private pools, saunas, and spa therapies.

Following a $52.21 million investment from the New Zealand Government and five years of planning, geotechnical preparation, COVID challenges and building, Wai Ariki Hot Springs and Spa in Rotorua opened in 2023.

As New Zealand’s only spa owned by mana whenua and offering services that incorporate the long standing and unique Ngāti Whakaue practices and culture into their environment and services, Wai-Ariki Hot Springs and Spa is a tourism offering of significant potential value for the region.

The Global Wellness Summit’s 2025 trend ‘Sauna Reimagined’ explores the many ways in which the sauna movement is increasing globally in popularity.

Underpinning this rise in popularity is the way in which saunas are evolving from simple sanctuaries of relaxation into vibrant hubs of entertainment.

Global Wellness notes “this is driven in part by the rise of the Aufguss movement and other ‘sauna-tainment.’ Once a uniquely European phenomenon, Aufguss typically involves a saunameister crushing an essential-oil infused snowball over the sauna rocks to deliver heated aromatherapy, then using a towel to move the hot air and scent around the sauna.

“Today, many Aufguss ceremonies are theatrical experiences that feature music, lights, costumes and storytelling, bringing a sense of excitement, creativity, and social connection to what was once a solitary experience. Aufguss championships are now held in countries around the world, and the phenomenon is captivating audiences globally.”

Across cities such as New York and Tokyo, today’s saunas represent a reinvention of an age-old tradition that are attracting an increasingly younger, hipper crowd. These younger consumers, craving real-life connections beyond bars and clubs, are flocking to social saunas, which can feature DJs, drag queens and concerts. Where saunas were once a sad, dark, lonely box in a basement, today they’re lively, social, cultural and entertainment hubs, often with fantastic views and in incredible locations.

The Global Wellness Summit ‘Sauna Reimagined’ trend is among the GWS compendium of latest trends impacting the multi-trillion dollar global wellness economy. Purchase the 2025 report here.

Saunas, ice baths and cold therapy trends are being explored in a feature in the Aprill issue of Australasian Leisure Management.

Images from top:

Capybara Bathing (Surry Hills) offers a 90-minute session with a hot-stone sauna, magnesium-infused communal bath, cold plunge pool, and a lounge area. 

Hepburn Bathhouse (Daylesford, VIC): A bathhouse with a focus on wellness and relaxation. 

Soak Bathhouse (West End, Brisbane) offers a modern Australian bathhouse with mineral pools, hot spas, cold plunge, dry cedarwood sauna, and steam room. 

Taupō DeBretts Hot Springs: Offers heated indoor and outdoor pools, a long-time local favourite.  

Wai Ariki Hot Springs and Spa

Aufguss Ceremony. Credit: British Sauna Society