Inside The Modern Bathhouse Trend

The Trend: Forget what you think you know about bathhouses. Sure, the ones of the past may have a bit of a seedy reputation, but the modern remakes are anything but: luxurious, exclusive, spa-like. With new examples from Bathhouse, Othership, Sauna House, Elahni and more, bathhouses may just be the newest urban “third place,” pairing people’s need for connection and community and their infatuation with wellness culture. 

What People Are Saying: In 2023, the Surgeon General declared the U.S. was in the midst of a “loneliness epidemic,” even saying lack of connection and in-person interaction had the same health ramifications as smoking 15 cigarettes a day. Today’s bathhouses are harnessing “social wellness”: tech-free, booze-free group saunas, cold plunges, and tea stations instead of pricey dinners, hangovers, or solo doomscrolling. 

What to Know: Many cultures have a history of communal bathing: Finnish saunas, Turkish hammans, Japanese onsens. It’s less familiar in the U.S., which may be a barrier for some. Still, there are real potential health benefits. If bathhouses aren’t your thing, joining another group activity, like a book club, craft circle, or running group, works, too.