Copenhagen is experiencing a surge in popularity of “saunagus,” a sauna ritual blending heat, aromatherapy, and guided meditation, attracting professionals seeking wellness and networking opportunities. Plugin Heat Club, a leading sauna club, reports a high monthly turnover, indicating substantial interest in this trend.

The philosophy behind saunagus emphasizes a holistic approach to well-being, integrating mental and physical health with professional life. This resonates with the growing demand for workplaces that prioritize employee well-being and flexibility over solely high salaries.

Entrepreneurs and individuals in demanding careers participate in saunagus sessions to de-stress, reset their bodies, and connect with like-minded individuals. The networking aspect, dubbed “sweatwork,” is a significant draw, with participants valuing the opportunity to collaborate with others who prioritize personal well-being and self-control.

The sessions, led by facilitators like Bille Bay, involve deep breathing exercises, guided meditations, and intense heat exposure, pushing participants to their physical and mental limits. Participants say this helps them to release stress and find balance.

Plugin Heat Club has expanded its presence and aims to create a “new normal” where prioritizing well-being is seen as cool and acceptable. The company actively promotes its Instagram-friendly environment to attract a wider audience, recognizing the power of social media in shaping perceptions and driving participation.