Media Alert: Sauna rituals and expansion plans feature strongly in early bathhouse survey findings
Early findings from the 2026 Bathhouse & Thermal Wellness Development Benchmark Survey highlight guided experiences and event saunas: 77% of 47 respondents offer or plan guided thermal programming, while 62% have or plan a large-format/event sauna. Among the 37 currently operating respondents, 43% identify “Aufguss / sauna rituals” as part of their programming.
Updated October 6, 2026 | Findings from 47 respondents. Download PDF: Early findings from the 2026 Bathhouse & Thermal Wellness Development Benchmark Survey
Developed jointly by the Global Wellness Institute’s Hydrothermal and Consulting Best Practices Initiatives, the survey gathers practical information on development costs, revenue, staffing, programming and future plans across sauna, bathhouse and thermal wellness businesses.
Among respondents, which included the likes of Bathhouse, Othership, Kabuki Springs & Spa and Alchemy Springs, 62% expect to operate multiple locations within the next three years. Of currently operating respondents who disclosed revenue, 44% reported gross monthly revenues of US$300,000 or more, while 30% of all respondents reported opening investment of at least US$5 million.
These preliminary findings reflect responses received through October 6, 2026, and are not representative of the wider industry. The questionnaire groups Aufguss and sauna rituals together rather than measuring them separately.
The survey remains open to sauna and communal thermal wellness operators worldwide. The Initiatives are seeking broader international participation to help establish more comprehensive industry benchmarks.
Participation takes approximately 8–10 minutes, responses are confidential, and participants receive early access to the findings.
Participate: 2026 Bathhouse & Thermal Wellness Development Benchmark Survey
Read the coverage: Spa Business: Bathhouse sector eyes multi-site expansion as revenues grow
Download PDF: Early findings from the 2026 Bathhouse & Thermal Wellness Development Benchmark Survey
Media contact: Cassandra Cavanah, Vice-Chair, GWI Hydrothermal Initiative — reply to this email for further information.
