Revolution of Baths: How a New Wave of Thermal Clubs Redefined the Social Landscape

The social fabric of the younger generation is tearing at the seams. If in the past, pubs with their cocktail menus and loud music were the third most popular after home and work, now this role is shifting to entirely different venues — more precisely, to the steamy rooms and icy baths. The bathhouse, an ancient institution of relaxation, has suddenly found a new lease on life, becoming a symbol of what Millennials and Gen Z are actively seeking in public spaces. This isn’t about health and wellness — the focus on healthy living remains in the background. The main thing is the feeling of genuine connection in an era when phones and video calls have turned people into neighbors living back-to-back.

Why Young People Are Dropping Bars for Bathhouses: The Psychology of Changing Formats

The turning point didn’t happen yesterday. Sociologists have long pointed out the fatigue of youth with traditional nightlife — noise, alcohol, the need to shout to be heard. The bathhouse offers a complete inversion: silence, no pressure to drink, honest face-to-face communication. Instead of losing their voice in a club, young people now go to thermal complexes for the vibe of authenticity. Bloomberg highlighted that it’s not health that attracts visitors — it’s the opportunity to be together without smartphone filters. The bathhouse here acts as a tangible embodiment of an anti-technology space, where human interaction remains the only entertainment.

The Golden Age of Thermal Investments: How 60% Margins Outshine Cocktail Menus

Investors quickly caught this wave. In January 2025, Lore Bathing Club opened in New York — a large-scale complex where minimalist design meets maximum demand. There are no cocktail menus or bartenders here, but there are huge saunas and ice pools that guarantee a steady flow of visitors. Owners of new thermal palaces are opening their treasure chests: profit margins reach 60% — something only traditional bar owners can dream of. The reason is simple: actual production and raw materials are minimal here, but the value of the offering is enormous. Investors are already reshaping the map of Europe, the USA, and South Korea, opening new bath and thermal club complexes because the economics of this business are more convincing than any marketing slogan.

The Alcoholic Apocalypse: How the Industry Lost Its Customers

While young people sweat it out in steam rooms, the traditional alcohol industry is experiencing its worst period in history. Five global giants in alcohol production — including Jim Beam and Diageo, whose names were once printed on Soviet “friends” glasses — are facing an unimaginable nightmare: they have $22 billion worth of unsold alcohol in their warehouses. This is not a typo. People simply aren’t drinking as much anymore, or they’re drinking very differently. Demand has plummeted so sharply that even industry giants with a century of history have been forced to cut production and shut down entire factories. The bathhouse, in a sense, didn’t just offer an alternative — it redefined the very meaning of “entertainment.” And the alcohol industry, now on the other side of this divide, is realizing: the new generation has chosen a completely different way of life.