Bathhouse Benchmarking Survey Launches Amid Rapid Global Growth The Global Wellness Institute’s (GWI) Hydrothermal and Consulting Best Practices Initiatives have partnered to launch a first-of-its-kind global bathhouse benchmarking survey for bathhouse, communal thermal wellness and sauna operators of all sizes. Take the survey: https://forms.gle/TBqaekondxTwgr3X9 GWI is a global nonprofit that brings together industry leaders to advance research, education and best practices across the wellness economy.…
New GWI Resource Spotlights the Evidence Behind Contrast Hydrotherapy
New GWI Resource Spotlights the Evidence Behind Contrast Hydrotherapy Interest in contrast therapy is everywhere right now — from cold plunges and sauna circuits to bathhouses, recovery lounges, social wellness spaces and luxury spas. Guests are increasingly curious about the benefits of moving between heat and cold, and operators are looking for smarter ways to design and deliver those experiences. That makes the Global Wellness…
The Psychology of Sauna: Introspection, Transformation, and Human Connection
The Psychology of Sauna: Introspection, Transformation, and Human Connection (This article was originally published in Sauna Times by Stephen A. Colmant, Ph.D., MA, Prescribing Psychologist.) We hear about the physiological benefits of sauna almost daily and still very little attention is given to its psychological effects. Sauna may be psychologically powerful through its influence on mood and cognition, promotion of introspection, ritual structure, and effects…
Guided Rituals, Global Stage: What Aufguss USA Signals for the Future of Hydrothermal Wellness
Guided Rituals, Global Stage: What Aufguss USA Signals for the Future of Hydrothermal Wellness Hydrothermal wellness is changing. What was once considered a passive amenity — a sauna, a steam room, a cold plunge — is becoming structured, social, and intentionally programmed. This shift sits at the heart of the Hydrothermal Initiative’s 2026 trend, Guided Rituals, Free Bathing. In May, this will be on full display…
Why Thermal Recovery Is Emerging as a Cornerstone of Modern Athletic Performance
Why Thermal Recovery Is Emerging as a Cornerstone of Modern Athletic Performance Around the world, elite sports organizations are rethinking the role of recovery—and embracing thermal environments as essential infrastructure within performance ecosystems. While saunas, steam rooms, and cold environments have long been central to global wellness cultures, their integration into high-performance athletics is accelerating rapidly. TCU in the United States offers a compelling case…
The Sauna Conundrum: Tradition vs. Infrared — Which Delivers the Real Sauna Experience?
The Sauna Conundrum: Tradition vs. Infrared — Which Delivers the Real Sauna Experience? Is an infrared cabin really a sauna or something else entirely? While infrared heat treatments have surged in popularity, sauna purists argue they don’t measure up to the centuries-old traditions of true sauna bathing. In this dynamic debate, our panel brings together leaders from both camps, including the CEO of a leading…
