Tears of joy amidst steam and heat at the Aufguss WM finals

Attending an Aufguss World Championship (Aufguss WM) for the first time can be intimidating, especially if you come from the United States, where sauna culture is just taking off. Very recently, new spas with large-format sauna events for aufguss rituals have opened in New York (Othership and [...]

ISPA reveals spa-goer trends and preferences in 2024

The International Spa Association (ISPA) Foundation has released the 2024 edition of its Consumer Snapshot research initiative, which sheds light on the behaviours and preferences of regular spa-goers in the United States. This research series, commissioned by the ISPA Foundation and conducted in partnership with PricewaterhouseCoopers (PwC), is [...]

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