We won't serve the machines. People will revolt. Computers and robots are meant to serve us, not the other way around.

But not serving the machines is going to be for the people who can afford it. That means people with the time, the space, and the discipline to step away. Getting off the feed takes real effort, and it takes having somewhere better to go.

They promised us that more technology would mean less work. Instead, people are glued to their phones every waking hour. And it isn't even work. It's distraction. It's empty carbs. Scroll, swipe, another video, another feed full of meaningless AI slop. You put the phone down feeling worse than when you picked it up, and twenty minutes later you pick it up again.

So there's even more of a reason to sauna.

Sauna Is a Real Digital Detox

The sauna forces you to slow down. You can't take your phone in there, because the heat will kill it. Nothing is feeding you anything. You sit, you sweat, you breathe. Your body takes over and your head finally gets quiet. Then you go outside, cool off, and feel the air on your skin. You're back in your body.

Technology intrudes on everything in day-to-day life. It gets into our conversations and into our get-togethers with friends. Even when we're together, half of us are somewhere else. The sauna is one of the few places it can't follow you.

Reconnecting With Your Body

The demand for sauna is only going to increase. People want to reconnect with their own body instead of trying to live outside of it. We spend all day in our heads and on screens, and our bodies just come along for the ride. People feel that, even if they can't name it.

Heat and cold don't let you stay in your head. When you're in the hot room or stepping into a cold plunge, you're fully present whether you like it or not.

The Demand for Real Connection

The demand for in-real-life activities and connection with friends is extremely high, and the places offering it are actually quite low. There are fewer and fewer places where you put your phone down and just get together with your friends.

The numbers back it up. In the early 2000s, the average American spent about an hour a day with friends in person. By 2020 it was twenty minutes. For people aged 15 to 24, it dropped about 70%. Meanwhile, run clubs grew 59% in a single year and walking clubs grew 54%. People are out there looking for it.

Sources: U.S. Surgeon General's advisory on loneliness (2023); Strava Year in Sport 2024.

Look around. People go out to dinner with friends and sit on their phones. People can't just wait in a waiting room or an office. They're on their phones, disconnected from the people right next to them.

It's not only disconnection from their own body. It's disconnection from the people around them, and it's accelerating.

What Happens in the Hot Room

Put a few friends in a sauna and nobody's checking anything. You talk. Sometimes you don't talk, and that's fine too. You go out to the cold, come back in, and do it again. An hour goes by and you've actually been with each other the whole time.

That's what people are missing.

Why We Build Saunas

We're here to do something about that. We build the places where you put the phone down, get in the heat, and bring your friends.

The machines can wait.