Ancient rituals are influencing modern well-being.
The latest: “Nordic-inspired” wellness experiences grew 62.5% globally from 2024 to 2025, with attendance rising 32.8%, per Eventbrite.
Contrast culture. Craving connection and presence, cold plunges, saunas, and breathwork are the new hangout. Among Gen Z and millennials, 43% want wellness-and-energy mashups, while 26% seek recovery experiences centered around heat, cold, and shared discomfort.
Red hot. The global cold plunge market reached $354.6M in 2025, while the sauna sector hit $954M. Meeting demand, brands like Plunge, Kohler, and Sunlighten are scaling at-home recovery, while Bathhouse, Othership, and Therme expand communal thermal experiences across fitness, hospitality, and real estate.
Iced out. A category of “elemental wellness,” the US now accounts for 68% of global event volume, while London saw a 1.5K% increase and Australia’s suburban recovery experiences grew 200%.
Takeaway: Once reserved for athletes and spas, recovery has become mainstream wellness, shaping how consumers spend, socialize, and signal identity.
