The Youth Lab

THE WELLNESS GENERATION
Gen Z is emerging as one of the most health-conscious generations in modern history. According to McKinsey, Gen Z and Millennials account for just 36% of the global population but drive more than 41% of total wellness spending, highlighting how strongly younger consumers are investing in their wellbeing. Having come of age during pandemic disruption, rising mental-health awareness and constant digital connectivity, many are prioritising health earlier in life than previous generations. And the momentum is still building, with 30% of Gen Z say they prioritise wellness “a lot more” than they did the year before.

Globally, this shift is visible across multiple behaviours:

• Alcohol consumption among young adults is declining in many Western markets.
• Fitness and recovery rituals, from run clubs to cold plunges, are becoming social activities.
• Wellness spaces are emerging as new “third places” for the community.

The result is a generation building a culture of recovery rather than excess.

Within this broader shift, saunas have emerged as one of the most visible symbols of the movement.

FROM WELLNESS TO SOCIAL RITUAL

Sauna culture has deep roots in countries like Finland, Estonia and Japan, where bathing rituals have long been central to community life.

But today, a new generation is remixing these traditions for the ultimate third space.
As digital burnout becomes the norm, young people are searching for the Third Space (as explored in a previous issue here), places that aren't home (first space) or work (second space), where community forms organically.

From social bathhouses in New York, where attendance has doubled since the pandemic, to large-scale European expansions by Therme Group (global leader in urban wellbeing destinations), the wellness space is rapidly evolving. As these spaces grow in scale and popularity, wellness is moving beyond private self-care and becoming something more social - environments where people gather, reset and reconnect. In this new landscape, wellbeing is no longer just personal, it’s collective.

IRELAND’S MODERN SWEATHOUSE

Saunas have officially exploded in popularity across Irish shores. But our relationship with the heat isn't entirely new. Evidence of ancient Irish sweathouses (teach allais), small stone huts used for therapeutic sweating as far back as the 18th century, suggests this is less of a fad and more of a cultural homecoming.

Today, this ancient grá is being repackaged for a digitally fatigued audience. This isn't a fleeting trend but a fundamental shift in how we prioritise health and community. In Northern Europe, the "wild sauna" movement has migrated from private cabins to public beachfronts, making thermal therapy accessible and social.

Meanwhile, in major urban hubs, "social bathhouses" are being designed as high-concept architectural statements where shared heat serves as the primary social lubricant.

WHY SAUNA’S ARE HAVING A MOMENT

Community First: For Gen Z, "wellness recovery" is the new party. The fitness elite are no longer flexing back-to-back HIIT sessions; they’re spending their Sundays dipping between infrared saunas and cold plunge pools, and finding their tribe while doing so.

Radical Presence: In a sauna, you are stripped of distractions. No phones, no "lurker" behaviour, just raw, face-to-face connection. It’s the ultimate antidote to the loneliness epidemic.
Powerfully, Dave Girling of the WildEmberBothy told The Independent “It’s a way for us to get together but we don’t have to be good at something.”

The Contrast Ritual: Alternating between hot air (60°C to 90°C) and cold immersion dates back to Ancient Rome but has become a mainstream status symbol on modern shores. Research now highlights how these sessions support circulation, reduce inflammation, and regulate the nervous system, a mandatory "reset" for high-stress lifestyles. Much of this is explored in Bryan Johnson’s (remember him from our Enhanced Games issue) research into the subject, turning countless new people onto the benefits of sauna therapy.

BRANDS IN THE HEAT
According to the 2026 industry report from Mordor Intelligence, the global sauna and spa market is estimated to reach USD $155.63 billion in 2026, with Europe leading the "wild sauna" revolution. Major brands are moving fast to own the steam.

The Powerhouse Mergers: In 2025, kitchen and bath giant Kohler Co. launched a premium sauna category following its acquisition of international market leader KLAFS GmbH, signalling a massive move into luxury at home and commercial thermal suites.

The Lifestyle Leaders: Lululemon continues to dominate through community wellbeing initiatives, funding 80 organisations globally in 2026 to foster connections through movement and mindfulness.

The Tech Enhanced Experience: From HigherDOSE infrared blankets to Welzo far-infrared versions, portable sauna blankets are bringing "biohacking" recovery into the bedroom for the convenience-obsessed youth.

BRAND TAKEOUTS
Facilitate the Ritual: Much like Heineken 0.0 has partnered with Premier Padel to celebrate the "social DNA" of the sport, brands can sponsor or co-create thermal recovery zones at major events.

Design for "Deep Offline": In a culture of "cringe" and constant surveillance, being unreachable is the new luxury. Create products or spaces that celebrate phone-free presence, where the value is in the memory, not the post.

Experience as Identity: For Gen Z, wellness isn't a habit; it's a "framework" for identity. Position your brand as a facilitator of these meaningful, community-driven Third Spaces.