Urban wellness brand Othership has ambitions to expand its social bathhouse concept throughout North America, according to CEO and co-founder Robbie Bent.

The company’s city destinations combine contrast bathing, breathwork and guided emotional regulation to create a space for people to connect with themselves and their community.

Offering 28 different classes, Othership hosts large-scale sauna and ice-bath classes that blend elements of Aufguss sauna with group therapy modalities including visualisation, group sharing and nervous system regulation modalities like breathwork, vocal toning and music.

Its flagship 3,000sq m studio launched in Ontario, Canada, in 2022 and is home to a 50-person sauna and four ice baths.

The first property was so successful in the city that Othership launched another last November with eight ice baths and a 90-person performance sauna, claimed to be the largest sauna in North America.

Each studio follows a similar blueprint and is complete with a performance sauna, multiple ice baths and communal spaces to encourage socialising among members.

Putting down roots

Bent told Spa Business that Othership is expanding into New York City with two locations, one in Williamsburg and one in Flat Iron – which is under construction and due to open in Q2 2024.

“We selected New York because it’s the largest city in North America and it’s one of the most vibrant cities in the world in terms of the art and technology scene and the type of interesting people that live there,” he said.

Bent also hopes Othership will help combat the city’s epidemic of loneliness and isolation.

The team is now eyeing potential destinations in New York, Chicago, Boston, Washington and Miami.

“Our long-term goal is to open Othership spaces – where people feel social and inspired – in every city in North America.”

The ultimate vision is for the studios to be used by urban communities and their inhabitants to make new friends, improve wellbeing, socialise without alcohol and experience their emotions for the first time.

“We feel that our goal of helping people find more meaning in their lives through working on their emotions as a regular practice works super well in giant cities.

“The price point is significantly lower than a standard spa and the idea is that people come much more often to make friends and socialise.”

Visitors can opt for long-term memberships or a short-term drop-in scheme, with prices ranging from CAD$33 (US$25, €23, £19) to CAD$55 (US$41, €38, £32) per individual journey.

Bent says Othership’s demographics are extremely broad, with the studios attracting visitors from age 22 to 75.