The tradition of doing it in a group returns
Exploring and combining different ways to improve your health and wellness routine is a sure way to elevate your quality of life, including your social life. The rise of community saunas and groups using cold-water immersion baths is not only improving key health parameters in large populations, but is also facilitating the social element on which a healthy lifestyle depends.
In fact, both an active social life and exposure to cold/heat provide many similar physical and mental benefits. Together, it is possible to enhance these benefits in a fun, enriching environment full of like-minded souls.
Naturally, more and more people are asking themselves: What benefits do cold water baths and saunas bring to your health? How can I find a group to join? There are many other important questions surrounding the growing interest in cold water baths and saunas for group use.
The Nordic origins of heat therapy
Many cultures throughout history have practiced some form of heat therapy, but “sauna” is an old Finnish word meaning “earth” or “snow pit.” What began as pits lined with heated rocks eventually gave way to steam houses made from birch, which for at least two thousand years served numerous communal functions in Finland, such as:
Cure meat
Treating the sick
Facilitate childbirth
Performing final rites for the dead or dying
Clearly, the sauna had a deep spiritual significance in Finnish culture, being a true meeting point for life, death and community. Finns often built saunas inside their homes, usually building the sauna first and then the living spaces around it.
There was even an old Finnish saying that compared saunas to “the poor man’s pharmacy.” The ancient Finns undoubtedly sensed the intrinsic benefits of steam saunas, which modern research now confirms, including:
Improved cardiovascular function
Increased angiogenesis (blood vessel growth)
Better endothelial function
Reduction in blood pressure and less arterial stiffness
Better overall health indicators
Reduction in mortality
Finnish athletes have been widely credited with popularizing saunas around the world, highlighting their intrinsic value for active lifestyles. Of course, virtually anyone can enjoy the benefits of a modern wood-lined sauna, especially in good company.
The trend is expanding
The use and design of traditional Finnish saunas closely mirror those found in Eastern Europe and Russia. Unsurprisingly, their use also spread to Sweden, Norway and northern Germany. Over time, the “Nordic bath” became more recreational in the countries that adopted it, leading to the welcome commercialization of saunas in recent centuries.
Today, there is a boom in health retreat spaces with saunas, evoking the ritual functions one can only imagine Finnish saunas originally served. Additionally, bold entrepreneurs are spreading custom-made Nordic saunas for the home across North America, helping more people develop a healthy sense of community from the comfort of their homes.
The origins of cold water baths
Historical records of cold therapy are even clearer. The earliest known medical text, dated to around 3500 BC, made numerous references to the therapeutic effects of cold, and cold water immersion was a popular social practice in Ancient Greece. The Hippocratic Corpus also spoke in lofty terms of the healing power of water, including claims that hot and cold water hydrotherapy could induce bodily homeostasis.
In many ways, the precursors of Western medicine regarded water as a true panacea, although it required proper use and temperature. Physicians in ancient Rome also promoted cold water as beneficial for treating fevers, an idea that persisted into the late 18th century. In the latter case, Scottish physician James Currie even created a “water cure establishment” to encourage greater acceptance of hydrotherapy.
Since the beginning of the 20th century, the Polar Bear Club has been showing how much fun it can be to jump into cold water with your friends.
The science behind ice baths
"Health science is a constantly evolving field, and attempts to demonstrate the efficacy of heat/cold exposure have had varying degrees of success. However, there is certainly something significant in it."
One of the main physiological effects of frequent cold water bathing is the development of brown adipose tissue, which has high thermogenic (heat-producing) properties. As the famous “Iceman” Wim Hof demonstrated beyond doubt, the body’s ability to adapt to extreme cold is nothing short of phenomenal, and is mainly due to the development of brown adipose tissue, and of course to enormous willpower.
Doing so is not just a show of endurance or a foolhardy way to stay comfortable without a coat. You might rightly ask yourself: what does a cold bath do to improve health?
Improved insulin sensitivity and lower insulin levels.
Increased thermogenesis and metabolic rate, helps burn white adipose tissue.
Reduction of inflammation and increase in plasma concentrations of immune cells.
Increased norepinephrine and dopamine, which improve energy, mood and concentration.
Possible suppression of tumor cells.
Increase in beta-endorphins, which reduce the sensation of pain.
These observations have huge implications for many physical and mental health conditions. They have even led some researchers to suggest cold treatments for depression, immunity enhancement, and pain relief. Perhaps most importantly for some, once you get used to it, it can also be incredibly fun.
Furthermore, social connection is essential for good mental health, immune function, weight management, diabetes, and even reducing mortality from any cause. It is truly remarkable how similar the benefits of using cold-water baths are to those of social connectivity.
Scientifically proven benefits of saunas
Research has also conclusively revealed the wide-ranging health benefits of heat-induced body stress. As mentioned, people who use saunas experience lower rates of mortality from all causes, including fewer deaths from heart attacks, coronary heart disease, and cardiovascular disease.
It's not hard to understand why when you look at the physiological effects of saunas. Even a short session in a dry sauna raises skin temperature by up to 40°C, triggering several heat-adaptive bodily functions:
Heart rate increases by 30% or more
Circulation almost doubles
Blood moves from internal organs to the skin
Sweat glands produce more than half a litre of sweat, expelling toxins in the process.
Interestingly, blood pressure response varies, either increasing or decreasing depending on the person. It is always best to start gradually and acclimatize without pressure to keep up with the group. Also, drink plenty of water and avoid dehydrating foods or drinks shortly before and after your session.
Saunas are perfectly safe for most people, as long as they respect their body's limits. Those with hypertension (high blood pressure) or heart problems should generally consult a doctor before incorporating temperature extremes into their lifestyle.
Like cold therapy, the body's response to heat also brings great benefits to mood and mental health. Warming up the entire body can elevate circulating levels of BDNF (brain-derived neurotrophic factor), the same crucial stimulant of nerve growth that occurs during HIIT (high-intensity interval training).
It is no exaggeration to say that with proper sauna temperatures and durations, you could induce the following proven benefits of BDNF:
Improve quality of life and reduce anxiety
Increase neuroplasticity, protect neurons and improve memory
Prevent or reduce the chances of developing Alzheimer's disease
As with anything health-related, the exact benefits of sitting in a sauna will vary depending on numerous individual factors, but doing so in a supportive group environment will likely amplify the benefits.
A community experience
Sauna culture began as a pillar of the community, and thankfully, that is where it is heading again today. The same goes for the use of cold-water immersion baths, which have gained massive popularity following the trend of cold showers and ice baths, even outside of the sports arena.
Obviously you don't need to belong to any exclusive group or circle to experience the amazing benefits of heat or cold therapy, plus numerous sauna and immersion bath groups are open to everyone. Given the impressive health benefits of social connectivity, you might want to integrate it into your overall health protocol.
If you are willing to adjust your diet and dedicate significant time to sports, performing these therapies would be a perfect complement.
Fortunately, connecting with like-minded people is easier than ever thanks to the Internet. With cold-water baths and saunas gaining popularity, a therapy center is a great way to socialize.
Plus, you'll feel a lot less self-conscious watching your buddies' facial expressions as they dive in for the first time.
Adopting heat and cold therapy into your everyday life
Incorporating heat and cold therapy into your daily routine doesn't have to be complicated. Integrating these practices at home will likely set the stage for meeting other equally determined and non-judgmental people.
As the Iceman himself made clear, nothing beats a good old-fashioned cold shower. If your body is craving a little extra sweat, consider wearing extra layers on your next summer bike ride or jog.
Some even fill their bathtubs with ice packs to take it a step further, and portable infrared saunas conveniently store away under the bed once you're done using them. Those who really want to take it to the next level can install their own custom fixed sauna.
Get a larger home sauna and become the hottest hangout in the neighborhood. Alternatively, you could dedicate an outdoor hot tub to cold water and invite your friends over for an ice-cold soak.
The model as a business
If you live in a moderately populated city, you might consider creating a space for sauna and ice bath enthusiasts near you. There might be a health or wellness center that includes saunas and cold-water baths, and even the possibility of combining the two by organizing natural cold-bath getaways (which is best done in a group, both for safety and for fun).
A formal sauna/cold bath facility helps people fine-tune their exact preferences and acclimatize to cold or heat more comfortably, which is an extremely important factor in providing a less intense initial experience. It will also keep visitors coming back again and again.
Those who have the means to create their own cold bath and sauna space may find the following considerations helpful in developing a warm, chilly retreat:
Consider adding a health club or gym already equipped with ample bathroom/shower facilities and the necessary plumbing/drainage.
An indoor/outdoor design creates a fun and dynamic atmosphere, more like a friendly gathering space
Ensure visitors feel comfortable and in control of their experience by including multiple options for adjusting the temperature (e.g., warming areas, room-temperature waiting areas, etc.)
Something as simple as a fan allows the most enthusiastic to maximize their response to the cold after a bath.
Learn from the ground up about safe and hygienic sauna construction and protocols so your design is easy to maintain and attractive.
Leave space around the heat/steam source for users to find their comfort zone
Combine your heat and cold therapy services with other health offerings such as exercise classes, group meditations and coaching services, plus integrated features like aromatherapy saunas, chromotherapy and private/group room dynamics.
A natural hot spring resort is the ideal place to offer sauna and cold bath amenities.
Offers many hydrating drinks, both hot and cold
Calculating the investment
From a business perspective, you will need to know all the factors that affect revenue. This includes, at a minimum:
How many people can your saunas and cold tubs accommodate?
Expenses related to renting/purchasing the place
Sauna heat sources, materials and design
Choice of cold plunge tubs or pools, ice makers, etc.
Hiring professional designers and architects with an emphasis on therapeutic design elements (e.g., color, lighting, and open/closed space dynamics)
Calculate initial investment expense, payback period and expected daily/weekly/monthly cash flow
Cost of basic services, including thermal energy consumption (amount of reheating/cooling required to compensate for body temperatures)
Other operating costs, including plumbing and cleaning services that are much more extensive than those of the average business.
Safety and legal considerations, such as permits, code compliance, and accessibility
Some business case studies can serve as inspiration for you and your partners, and it would also be helpful to incorporate public awareness and outreach into your business plan. Presenting anecdotal cases about the benefits of cold-water baths and saunas will cement your brand as people-centric and committed to your customers’ health outcomes.
Looking for inspiration? Check out these business examples
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