Inside the Modern Bathhouse Boom

The communal, design-forward, wellness-fueled trend shaping the future of social hospitality.

World Spa. Credit: Brian Berkowitz

For a generation that grew up online, nothing feels more radical than going analog—and communal. That might explain why Gen Z and millennials are trading screen time for steam time, turning to bathhouses not just for detox, but for connection. From Brooklyn to the Bay Area, the ancient ritual of communal bathing is having a thoroughly modern renaissance, complete with infrared saunas, cold plunges, and curated playlists.

Hot Steam, Cool Crowd

Othership (Yorkville). Credit: Graydon Herriott

The U.S. sauna market is projected to grow by 6.2% annually through 2030, driven in part by increasing interest in wellness, social rituals, and sustainable self-care. This cultural and economic momentum is helping fuel a new wave of socially-oriented bathing experiences across the country (The Booming U.S. Sauna Market: Trends, Drivers, and Future Outlook).

Unlike spas, which focus on individual pampering, bathhouses thrive on shared experience—think steamy rooms, open-air cold plunges, and towel-clad conversations with strangers.

As Vogue UK recently put it:

“Forget the pub. Saunas are the new place to socialize.”

Russian & Turkish Baths

This IRL comeback is also a post-pandemic reaction: People are seeking spaces that aren’t tethered to alcohol or TikTok. “People are craving real, analog experiences. They are looking for ways to let go and de-stress in a healthy way…it's not just about wellness; it's about community conversation, and remembering what it feels like to truly connect,” says Andrew Lachlan, CEO & Founder Sauna House.

Call it the New Schvitz.

Bathhouses offer a third place that’s as restorative as it is reviving. And they do so with a new generation’s stamp of approval—design-forward interiors, red light therapy, and a device-free ethos that turns off the noise, literally.

Insight-OUT: Today’s bathhouses are redefining how we gather, relax, and connect. Hotels, developers, restaurateurs, and entrepreneurs should evaluate how to leverage this opportunity from rethinking spa offerings or introducing new community partnerships.

In this article, we explore what’s behind the modern bathhouse boom, spotlight standout concepts shaping the space, and share actionable ideas for how hospitality brands can get in on the steam.