Urban wellness brand Othership has opened its first US location in New York City’s Flatiron District, marking the first of two planned outposts in the city.

Othership destinations combine contrast bathing, breathwork and guided emotional regulation to create a space for people to connect with themselves and their community. The concept has gained significant traction, since launching in 2022, as people worldwide embrace social wellness and contrast bathing.

Each Othership location offers 28 different classes, featuring large-scale sauna and ice-bath sessions that integrate elements of Aufguss sauna with group therapy techniques such as visualisation, group sharing and nervous system regulation through group therapies such as breathwork, vocal toning, and music

The Flatiron location boasts a 90-person event sauna – claimed to be the largest in the US – along with eight ice baths and a fireside sanctuary with amphitheatre-style seating.

The interior design includes cedarwood finishes, river stone tiles and warm orange lighting, to create an inviting atmosphere.

“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,” said Robbie Bent, Othership CEO, speaking exclusively to Spa Business.

Bent said the team is also 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.”

Back to your roots

Othership’s journey began in Ontario, Canada, in 2022 with the opening of its first 3,000sq m bathhouse, featuring a 50-person sauna and four ice baths.

The success of this initial location led to the launch of a second Ontario studio last November, which includes eight ice baths and a 90-person performance sauna.

All Othership bathhouses follow a similar blueprint, featuring performance saunas, multiple ice baths and communal areas designed to encourage social interaction among members.

The ultimate goal is to create urban sanctuaries where people can make new friends, improve their wellbeing, socialise without alcohol and explore their emotions in a supportive environment.

“We believe that our mission of helping people find more meaning in their lives through regular emotional work resonates particularly well in large cities,” Bent explained.

The pricing is intentionally set lower than that of a typical spa, encouraging frequent visits for socialising and connection.

Visitors can choose between long-term memberships or short-term drop-in options, with prices ranging from CAD$33 (US$25, €23, £19) to CAD$55 (US$41, €38, £32) per session.

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