A social third space called Lore Bathing Club has opened in New York City’s NoHo neighbourhood, offering a contrast bathing membership model.

The business has been set up by two co-founders: entrepreneur James O’Reilly, who is a co-founder of the co-working membership club NeueHouse, a company that has now been bought by Convene Hospitality Group after filing for bankruptcy late last year. 

Lore’s second co-founder is hospitality concept creator and operator Adam Elzer. Elzer was the co-founder and CEO of Everyday Hospitality, a group that specialised in restaurant businesses, before he sold it. He developed a personal interest in wellness during his time working on an Ayurvedic restaurant called Divya’s Kitchen.

Lore Bathing Club

The 6,200sq ft site has two floors of contrast therapy facilities and is described by the company as a healthier alternative to coffee shops, bars or boutique fitness offerings. The contemporary reinterpretation of traditional bathing facilities does not have a gym. 

Prestige Wellness Group supplied a custom cold plunge, an infrared lounge and a communal dry sauna that seats more than 75 people.

Elzer said: “Living in the city, it’s easy to become disconnected from ourselves. Lore is designed to be a place to reconnect.

"In the heat, everything softens and it is easier to listen and in the cold, everything sharpens, allowing you to surrender and overcome.” 

Membership

There are a range of membership plans available, with soft-opening pricing for January:

• A seven-day unlimited pass costs US$149 (€137, £118) and offers one 75-minute session per day.
• A monthly membership costs US$225 (€207, £178) per month on a rolling basis, for unlimited weekday access with an additional US$25 (€23, £20) charge for weekend visits. 
• There' s also an option to pay for an annual membership upfront, at a reduced cost of US$2,250 (€2,070, £1,780).
• A more casual bathing experience is available for US$149 (€137, £118) offering three 75-minute sessions to be booked in the 60 days after purchase.

James O’Reilly, co-founder, Lore, said: “Lore is a neighbourhood bathing club designed for those committed to a regular practice. By offering memberships, we can deliver unmatched value for those dedicated to consistent bathing.”