Inside the Sauna Olympics
At Bathhouse, aufguss is more halo effect than direct revenue driver. Talmadge calls it “a piece of guided programming within the unguided experience,” which, as a bonus, acts as a retention tool. Guests roam the pools and saunas as they please; every 90 minutes, a sauna master walks in with towels, snowballs, and water. A hush falls over the room until the rocks start hissing and the music begins. Every set is different, giving regulars a reason to return. Eriksen calls the sauna “the hottest room on the planet people voluntarily enter.” He says a sauna master’s first job is making guests feel safe. “If I can make you feel safe, you can access your parasympathetic nervous system,” he explains. “You will eventually surrender. And it’s only at the moment you surrender, that the magic happens.” Talmadge, a former real estate broker, frames it like an investment: pain up front, compounding returns. Wellness, he says, is “a summation of sacrifices and stress that you endure for greater benefit.” Aufguss “makes the medicine less bitter.” Back …


