Communal Saunas and Cold Plunge Classes Emerge as Social Wellness Trends

Move over solo spa days, wellness is becoming a social affair.

Across major cities, a growing number of wellness studios and spas are introducing communal sauna sessions and cold plunge classes, turning individual recovery rituals into group bonding experiences. These activities combine breathwork, meditation, and cold exposure to create immersive, often exhilarating, shared wellness journeys.

At Arc in London’s financial district, for example, high-performing professionals gather in candle-lit saunas, followed by instructor-led plunges into ice baths—paired with communal breathing, intention-setting, and guided recovery. It’s equal parts biohacking and modern-day tribe building.

✦ The Rise of Social Wellness

This trend is part of a broader shift toward “social wellness”—the integration of physical and mental health with human connection.

Where traditional wellness was often inward-facing and private, today’s consumers are seeking shared healing experiences that foster community, conversation, and collective presence. That’s especially true among millennials and Gen Z, who prioritize experiences that are both transformational and Instagram-worthy.

Key components of this trend include:

⦿ Small-group wellness classes focused on communal transformation
⦿ Cold exposure and heat therapy as biohacking rituals
⦿ Post-session socialization spaces—think herbal tea lounges and meditation circles
⦿ Membership-based wellness clubs offering exclusive community events

✦ Implications for the Hotel Industry

Hotels and resorts have a golden opportunity to embrace and monetize this shift.

➤ Wellness spaces are no longer just for quiet solitude—they can double as community hubs for health-conscious guests.
➤ Programming like sunset saunas, guided plunge classes, or “sweat and socialize” evenings can attract locals and in-house guests alike.
➤ Boutique hotels can partner with wellness facilitators to host monthly cold immersion events or wellness socials that drive repeat visits.

This approach also gives hotels a competitive edge in attracting digital nomads, wellness tourists, and high-value millennials who crave both transformation and connection.

◉ FALLZ HOTELS™ Insight

At FALLZ HOTELS™, we see social wellness as a next-gen differentiator for hospitality assets. Whether you’re a hotel operator or investor, there’s value in:

✦ Adding structured group wellness offerings to your amenity mix
✦ Designing shared wellness spaces for interaction and healing
✦ Framing your hotel as a local wellness destination, not just a place to stay

Hotels that lean into this shift can not only improve guest satisfaction but open new revenue channels through memberships, local partnerships, and branded experiences.

✦ Final Thought

The wellness world is evolving, and it’s getting louder, colder, and more connected. As communal saunas and plunge classes become the new social ritual, hotels must ask: Are we just hosting guests, or are we building wellness communities?

For access to exclusive hotel wellness reports, private sale listings, or insights from our FH Success Index™, visit FALLZHOTELS.com where hospitality meets transformation.

➤ Explore off-market deals today. Contact us to gain access to exclusive listings.

Join the Movement: Register as a Hotel Owner/Seller or Buyer