Beyond the Heat: Cooling as a Core Component of Thermal Wellness
June 17, 2026, 11AM-12PM ET | Webinar Hosted by GWI Hydrothermal Initiative | REGISTER TODAY
A growing recalibration is taking place around cold therapy and contrast bathing. After years of emphasis on extreme cold plunges and ever-lower temperatures, the wellness industry is beginning to take a broader view of what effective, sustainable cooling can look like — with increasing attention being paid to safety, accessibility, guest comfort, and long-term adherence.
For the hydrothermal sector, this represents an important evolution rather than a retreat. Facilities and operators are expanding beyond ultra-cold immersion to incorporate a richer spectrum of cooling experiences, including snow rooms, experience showers, Kneipp-inspired walking pools, and protocol-driven thermal circuits. These approaches can deliver meaningful physiological and psychological benefits while being safer, more approachable, and more repeatable for a wider range of guests.
Hosted by the Global Wellness Institute Hydrothermal Initiative and moderated by Initiative Chair Don Genders, this discussion brings together Lasse Eriksen of Farris Bad, Robbie Bent of Othership, and Alina Hernandez of Wellness Innovation Hub to explore what this maturation means in practice — from operational strategy and programming to the real-world guest experience. And how the industry can lead the next generation of thermal wellness experiences through more intentional, integrated approaches to cooling.
Robbie Bent is the co-founder and CEO of Othership, a social wellness space built around saunas, cold plunges, and emotionally immersive programming. What began as a backyard ice bath in Toronto has grown into one of the world’s most talked-about wellness movements, covered by The New York Times, The New Yorker, and Bloomberg, now spanning 4 locations across two countries. Having navigated his own journey through addiction and into sobriety, Robbie felt the profound power of contrast therapy and cold immersion and built a scalable model around them. With a mission to help 100 million people find emotional regulation, Othership exemplifies what thermal wellness can be when evidence-informed programming, accessible cold immersion, and social connection come together.
Lasse Eriksen is a passionate advocate for the art of European sauna and wellness rituals with over 25 years of experience in the Nordic wellness scene. As a coach, trainer, and therapist, he has dedicated his career to sharing, evolving, and preserving these time-honored traditions. Lasse plays a key role in shaping the global sauna community as Vice President of Aufguss WM, a board member of the International Sauna Association and a professional sauna master at Scandinavia’s premier wellness destination, Farris Bad. Through his expertise, he continues to promote sauna culture, inspiring a deeper connection to heat, health, and holistic wellbeing.
Don Genders is the founder and CEO of Design for Leisure (DFL), creators of award-winning hydrothermal areas that merge the health benefits of ancient bathing practices with modern design, materials and technology. DFL has offices in the UK and the USA, where it is the exclusive supplier of KLAFS custom-built saunas. DFL has over 30 years of experience working with clients like Accor, Aman, Canyon Ranch, Faena, Fairmont, Four Seasons, Six Senses, and many more. Genders also chairs the Global Wellness Institute’s Hydrothermal Initiative, publishers of the must-have Guide to Hydrothermal Spa & Wellness Development Standards.
Alina M. Hernandez is an internationally recognized, award-winning wellness industry thought leader and Experience Architect specializing in human-centric systems. Her work pioneers Experience Design as infrastructure across wellness, hospitality, and longevity platforms—helping organizations eliminate costly assumptions before anything is built by translating human behavior, translational science, and systems thinking into adaptive, experience-led operating models – and design briefs – that deliver both ROI and Return on Experience (ROX). Founder of the Wellness Innovation Hub and Co-Chair of the Global Wellness Institute’s Mental Wellness Initiative, Alina advises leaders on designing living systems that evolve alongside human needs, technology, and long-term wellbeing.
