Brooklyn, Underneath the Williamsburg Bridge

Colin from Superior Sauna called and said there was a unique opportunity in New York City — was I interested? That's one of those questions where the answer has to be yes. Saying no would be like turning down a great adventure. The Nightjar Travel Sauna, parked on the waterfront at Domino Park, right underneath the Williamsburg Bridge. Needless to say, the trip did not disappoint, and it's hard not to feel lucky that we got to be part of it.

This Event Was No Small Thing

The Therme Group put this on, and they went all out. They operate some of the most most popular bathhouses in Europe and are working hard to bring that culture to the United States. This festival was their statement. Months of planning poured into it — full-time security, fire department sign-off, around 100 staff on site, compliance signage throughout. In New York, that alone is a feat.

Fifteen different saunas on site. Open sessions running for three weeks straight.

The programming went deep too — music, aufguss, guided meditation, sound baths with treaments. A wide range of experiences that could pull in just about anyone, whether they'd been in a sauna a hundred times or never once.

Who Was There

The momentum for bathhouses in NYC is strong.  More and more keep opening and they are filled with people sweating it out.

People flew in from Romania, Japan, all across Europe. Builders, bathhouse operators, writers, educators — anyone doing something meaningful in the sauna world showed up in Brooklyn. The energy felt like a tipping point. Like everyone in that space knew they were watching something accelerate. 

Some serious talent was on hand too — the number one aufguss performer in the United States and the number one in the world were both there, which gave the whole event a level of craft that was hard to miss. Some of those guests had never been in a sauna before in their lives. That's a heck of a first experience.

Opening Night

The festival kicked off last week with a VIP night. Packed from the start. Larger media groups were there shooting content, helping get the word out for the three weeks ahead. The right way to launch something like this — loud, full of people who clearly felt like they were standing at the beginning of something.

Where Things Are Headed

Sauna in the United States is expanding fast. The demand is real, the interest keeps growing, and events like this one are doing the work of building the culture around it — because a great sauna experience doesn't need much explanation. People feel it and they get it immediately.

The direction is one way. Up and to the right.

Feeling blessed that Nightjar got to be part of it.