(LKL) GET YOUR SWEAT ON: “SOCIAL WELLNESS” TREND HEATS UP

An age-old tradition is finding new life in the modern age. For centuries, people have been flocking to traditional saunas and bathhouses for their health benefits. As more and more people are ditching alcohol and saying goodbye to the bar scene, they’re seeking connection in other ways. Club-like saunas and bathhouses are a growing trend across the US as people seek connection – fueled by conversation – not alcohol. “They’re pushing themselves through a challenging experience in a sauna, and when you push yourself through a challenging experience with others, it tends to be bonding,” says Jason Goodman, the co-founder of Bathhouse, a buzzy NYC-based chain. “There’s something about it that really brings people together and makes very fast friendships.” Correspondent Leigh Waldman takes a “cold plunge” into this hot trend in a 3pET PKG with FREE custom talkbacks from New York City.