A rising wellness trend is making waves in major urban centers throughout Canada, reshaping the concept of a night out. Imagine a scenario where instead of alcohol, there’s a sauna, a DJ, and a makeshift dance floor at 8 p.m. on a Wednesday. This unique experience is known as a sauna rave, where attendees alternate between a cold plunge, hot sauna, and a lounge area that transitions into a dance floor with a live DJ.
Miriam Rodriguez, attending a women-only event at PRML in Calgary, described the sauna rave as a refreshing blend of holistic activities and entertainment. Advocates of hot-and-cold therapy tout its heart-healthy benefits, energy-boosting effects, muscle relaxation properties, and stress reduction capabilities. PRML, a contrast therapy facility linked to Rumble Boxing Studio, typically hosts sauna raves earlier in the evening, usually from 7:30 to 9:30 p.m.
PRML, inaugurated last June, recently introduced sauna raves as a regular monthly event. According to Makina Labrecque, the marketing manager at PRML, sauna parties attract a diverse audience, especially individuals aged between 30 and 45, seeking a wellness-focused social space. In Toronto, Othership organizes various social sauna events, including comedy nights and couples-only gatherings. The company occasionally partners with Daybreaker, a sober global dance movement, for large, high-energy events.
Sauna businesses are on the rise, with interest growing in hot-and-cold therapy for its healing and therapeutic advantages. Jennifer Findlay, founder of Core Essence, a wellness design and consulting firm, highlighted the rapid expansion of the wellness industry and the increasing significance of saunas for performance and recovery. Smaller spaces, lower startup costs, and reduced staffing requirements make saunas and cold plunges attractive for businesses, leading to a surge in sauna establishments in major cities.
Sauna venues are fulfilling the role of a “third space,” providing a social gathering spot outside of home and work. Alan Jalasjaa from Sauna from Finland noted that saunas are becoming the new social hub, replacing traditional pubs. These spaces offer not only party atmospheres but also quiet sessions and guided classes for individuals seeking relaxation and solitude. Offline Wellness Club in Calgary, evolving from a run club into a community focused on rest and recovery, emphasizes disconnecting from technology to foster genuine connections in a sauna setting.
Overall, the sauna rave phenomenon is gaining popularity across Canada, attracting individuals seeking a unique blend of wellness and social interaction in a vibrant and alcohol-free setting.