The thermal wellness boom is heating up, but are we designing these experiences for lasting success?
As sauna culture, contrast bathing, and social bathhouses gain momentum across the United States, developers and operators are rushing to meet growing demand. But creating a successful thermal wellness destination involves far more than installing a sauna and cold plunge. Thoughtful design, engineering, guest comfort, and operational planning all play a critical role.
In this episode of the StarrCast Podcast, host Lisa Starr welcomes two hydrothermal industry experts from Design for Leisure: CEO Don Genders and Director of Construction and Aquatic Engineering Jak Westbury.
Together, they explore the opportunities and challenges of the rapidly expanding thermal bathing market, from designing complete thermal journeys and incorporating Aufguss rituals to understanding ventilation, temperature variations, relaxation spaces, and the financial realities of operating a successful bathhouse.
With decades of industry expertise and firsthand experience designing thermal wellness facilities around the world, Don and Jak share practical insights into creating engaging, comfortable, and sustainable guest experiences that encourage repeat visits.
What You’ll Learn
- Sauna vs. thermal journey: What distinguishes a basic hot-and-cold experience from a comprehensive thermal bathing destination.
- Designing for guest comfort: Why offering a variety of heat and cooling temperatures can attract a broader audience and encourage repeat visits.
- The engineering behind the experience: How ventilation, heater selection, and technical design affect the performance of saunas, steam rooms, and Aufguss experiences.
- The importance of rest: Why relaxation areas are essential to the hot, cold, rest, repeat cycle and deserve greater consideration in facility planning.
- Building for long-term success: How thoughtful design, operational efficiency, and a world-class customer experience support guest satisfaction, loyalty, and business sustainability.
Episode Highlights
- 02:21 – What defines a thermal bathing experience versus a complete bathhouse
- 07:42 – Designing diverse thermal journeys for different guest preferences
- 12:59 – Why extreme temperatures aren’t necessary for a successful thermal business
- 17:28 – The specialized engineering behind Aufguss saunas and large-scale thermal experiences
- 24:09 – Selecting the right sauna heaters and equipment for commercial operations
- 27:10 – Understanding the hot, cold, rest, repeat cycle
- 31:01 – Why relaxation spaces are essential to guest satisfaction and retention
- 36:32 – When lighting, sound, and immersive technology enhance the experience
- 40:33 – Emerging bathhouse industry data and opportunities for growth
Meet the Guests
Don Genders, CEO of Design for Leisure, is a recognized leader in hydrothermal wellness design, with decades of experience advancing sauna, spa, and thermal bathing environments worldwide.
Jak Westbury, Director of Construction and Aquatic Engineering at Design for Leisure, specializes in the technical design, construction, and engineering of hydrothermal facilities, bringing innovative concepts to life while prioritizing performance and the guest experience.
Closing Insight
As thermal wellness continues to evolve, the greatest opportunities lie in creating thoughtfully designed experiences that guests feel comfortable returning to again and again.
Join Lisa, Don, and Jak for an insightful conversation about the future of thermal wellness and what it takes to design successful, sustainable bathhouses.
Subscribe to StarrCast Podcast for more conversations with the leaders shaping the future of spa, wellness, and hospitality.
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