Longevity-obsessed North Americans, including myself, initially jumped on the sauna bandwagon for its long touted health and recovery benefits. Research has shown regular sauna use can improve blood pressure, cholesterol and reduce stress and help with inflammation and muscle soreness. Sauna with others, however, and the benefits increase. According to a 2026 study, collective sauna rituals significantly improve mental and physical wellbeing by fostering social connection and community belonging.
Only recently have Canadians and Americans embraced saunas socially. “The reason it’s taken off in North America is because so many people are feeling overstimulated, isolated, and disconnected, and these spaces offer a rare opportunity to feel present with yourself and with others in real life again,” said Amanda Laine, co-founder of Othership, a bathhouse with locations in New York and Toronto.
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My previous experience of saunas had always been solitary. At gyms or spas, people were encouraged to be quiet or keep voices to a whisper. I would stare at the sand timer on the wall willing it to empty faster. But during the aufguss ceremony at BASIN Glacial Waters, people smiled and laughed and swayed to the music, and Kyan’s dance-like towel moves distracted me from the discomfort of the heat.
“Bringing entertainment into the sauna makes the experience a joint one,” said Robert Hammond, president of Therme US, part of the Therme Group that operates spas across Europe, Asia, and Canada, and has bathhouse projects planned in Dallas and Washington, DC, “The heat pushes you toward euphoria, and having a shared focus, like a performer, makes connection that much easier.”
The Fontainebleau Las Vegas puts on one of the steamiest shows on the strip in its 350-square foot, 40 person event sauna. The resort employs ten certified Aufgussmeisters who put on a total of eight, 15-minute shows a day, which blend aromatherapy, choreographed towel movements, and vivid imagery projected onto a 110-inch screen. “Our daily ceremonies are consistently full, and for many guests, it becomes the defining moment of their stay,” said Ashley Tullo, Fontainebleau’s wellness activations specialist.