From February 12 through March 1, 2026, Domino Park in Williamsburg transformed into the largest sauna village ever built in the United States.
The New York Sauna Festival - officially called Culture of Bathe-ing - brought together 17 specialized saunas, guided rituals, breathwork sessions, cold plunges, and cultural programming along the Brooklyn waterfront.
And this year, Embrace was proud to be one of the participating vendors.
What Was the New York Sauna Festival?
Culture of Bathe-ing wasn’t a typical spa experience.
It was a full outdoor sauna village featuring:
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17 architecturally distinct saunas
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Daily guided Aufguss and ritual sessions
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Contrast therapy and cold plunges
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Tea ceremonies and sound programming
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Community gathering spaces
The event blended traditional heat practices from Finland and Northern Europe with modern wellness culture - creating a communal, social experience around sauna.
Why This Festival Matters for U.S. Sauna Culture
For decades, sauna in the United States has lived mostly inside gyms, spas, or private homes.
The New York Sauna Festival signaled something different:
Sauna as culture.
Sauna as community.
Sauna as public ritual.
Thousands of visitors experienced guided heat sessions overlooking the East River - many for the first time.
As interest in contrast therapy, nervous system regulation, and recovery grows, events like this show how sauna is evolving from niche wellness tool to cultural movement.
Embrace at Culture of Bathe-ing
Embrace participated as one of the festival vendors, and our Sauna Bag was selected as part of the festival’s curated shop.
Designed specifically for high-heat environments, the Sauna Bag is built for events like this - where you’re moving between saunas, cold plunges, and communal spaces throughout the day.
It allows you to carry your essentials - phone, hydration, skincare, jewelry - without the risk of overheating. The insulated interior helps protect temperature-sensitive items, while the waterproof exterior keeps everything contained and organized.
At a large outdoor sauna festival, where you’re stepping in and out of intense heat repeatedly, having one dedicated place for your essentials makes the experience smoother, more intentional, and easier to repeat.
Seeing guests move through the village with their full ritual setup in one place reinforced something we’ve always believed:
Comfort increases consistency.
And consistency is where the real benefits begin.
👉 Shop the sauna bag
👉 Shop the wrap
The Energy of the Village
Morning sessions felt grounded and restorative.
Afternoons brought steady flow and connection.
Evenings carried a vibrant, communal energy as heat met winter air under the skyline.
Unlike a traditional spa, this wasn’t about silence - it was about shared experience.
People moved between heat and cold, gathered for tea, and discussed breathwork techniques and recovery routines.
The festival created space for sauna to be both personal and social.
What This Means for the Future of Sauna in America
The New York Sauna Festival reflects a broader shift:
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Rise of experiential wellness
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Growth of social recovery spaces
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Increased interest in heat and contrast therapy
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Community-based health rituals
As sauna culture continues expanding across U.S. cities, festivals like Culture of Bathe-ing may become annual markers of that evolution.
For brands, practitioners, and communities invested in heat culture - this feels like the beginning of something larger.
