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Happy Halloween, sauna witches! Today marks the start of Samhain, El Día de Muertos, and All Hallows’ Eve. Across cultures, it’s a threshold moment between seasons, between life and death, when the veil between worlds is said to be at its thinnest. What better day to explore the sauna as a liminal space? This episode has been two seasons in the making. Over the course of Badii Talk, I’ve asked many guests how the sauna, and thermal bathing spaces more broadly, act as a threshold. Today I’m finally bringing those conversations together. Sauna ritualist Grace Edmunds joins to go deeper on how the sauna holds space for vulnerability and transformation… if you let it. Familiar voices from across the US and UK thermal bathing community join her. In this episode, we hear from: Grace Edmunds, sauna ritualist: UK-trained Sauna Master, Finnish-trained Sauna Healer, and founder of Ritual Heat, Northern Kin Sauna, and Vermont Sauna Fest. She has guided rituals internationally, including at Therme’s Herbarium in Bucharest, Culture of Bathe-ing, and Great Northern. She was one of the first two women to compete in the USA Aufguss Modern Classic. Her practice is rooted in 15 years of mindfulness and embodiment guiding, teacher training, and retreat facilitation. Dr. Victoria Stewart, folklorist Dr. Rebecca Beattie, author and Wiccan priestess Lyndsey Croal, author Courtney Wittich, writer of S.P.A. and spa philosopher Rachael McGrath, sauna researcher All are former Badii Talk guests. Revisit their episodes to hear more from each of them. Topics we cover: What makes a space liminal: physical, temporal, and spiritual thresholds, from hallways to life transitions to Thin Places and the Otherworld of folklore How sauna guides create the conditions to be safely vulnerable, where transformation can happen Sauna as a disruption of modern patterns and habits Psychological healing and re-attuning to the cycles of nature The elemental circle within the sauna, and the fifth element of spirit Sauna as a womb-like space for rebirth Saunotus, the Finnish sauna healing ritual Why younger generations are seeking mystical experiences as an antidote to modern crises Embracing discomfort for change If you loved today’s episode, share it with someone you’d share löyly with. We’re still looking for brand sponsors for our 2027 season. If you want your brand in front of a passionate, highly engaged sauna and thermal bathing audience, submit our collab form. This episode was edited by Lila Woodbridge. Subscribe to our companion Substack, and consider upgrading to a paid tier to support an independently produced and funded podcast. If you want to see a bathing culture that isn’t just led by the folks with the most cash, support a platform that is run from a grassroots level. A platform that can authentically prioritize a respect for culture, science, and community. Badii offers passionate and curious bathers and spa-goers access to news, education, and recommendations about global bathing culture. Explore more bathing culture: Website: www.badii.lifeInstagram: @badii.life Samhain, liminal space, sauna ritual, Aufguss, Saunotus, Finnish sauna, sauna healing, thermal bathing, folklore, Halloween, Grace Edmunds

Sauna season and spooky season have arrived together, and there’s no better time to explore the magic woven into ritual, the elements, and the seasons. In Part 2 of our Celtic Magic series, we turn to witchcraft itself. What does it actually mean to practice and what can we learn as sauna goers about a witch’s relationship to rituals? In this episode, I sit down with a Wiccan priestess and scholar to talk about her path into witchcraft, why joy and embodied experience sit at the heart of ritual, and plenty of inspiration for building sauna rituals and practices of our own. If you missed it, start with Part 1, featuring Scottish writer and folklore lover Lyndsey Croal. In this episode, we hear from: Dr. Rebecca Beattie: Rebecca grew up on Dartmoor in England, where she learned to love the power and joy of nature. After earning her doctorate and spending 30 years in London, she returned home, and her work now centers on the wild landscape of southwest England. She is an independent scholar with a PhD in Creative Writing from Middlesex University and an MA in Modern and Contemporary Literature from Birkbeck, University of London. She is a Wiccan priestess and practitioner, and a highly acclaimed teacher of the theory and practice of modern witchcraft. She is the author of The Wheel of the Year (2022), The Way Through the Woods (2024), and her newest book, The Season of Frost and Fire: A Witch’s Winter in 13 Rituals (Elliott and Thompson, October 2026). Learn more at www.rebeccabeattie.co.uk. Topics we cover: Rebecca’s journey to witchcraft Growing up on Dartmoor and the role of wild landscape in her practice Why joy and embodied experiences are so important Elemental ritual and the turning of the seasons Inspiration for creating your own sauna rituals and practices A book expert about triple moon goddesses from The Way Through the Woods 📚 Pick up a copy of The Season of Frost and Fire: A Witch’s Winter in 13 Rituals at your local bookshop or library in time for winter. I’m now planning Season 3 of Badii Talk, launching February 2027, and opening a handful of sponsorship spots. If you want your brand in front of a passionate, highly engaged sauna and thermal bathing audience, let’s connect. I’m looking for quality over quantity, with flexible options for small brands too. Submit our collab form. Inquiries are open through the end of October. This episode was edited by Lila Woodbridge. Subscribe to our companion Substack today and support an independently produced and funded podcast. If you want to see a bathing culture that isn’t just led by the folks with the most cash, support a platform that is run from a grassroots level. A platform that can authentically prioritize a respect for culture, science, and community. Badii offers passionate and curious bathers and spa-goers access to news, education, and recommendations about global bathing culture. Explore more bathing culture: Website: www.badii.life Instagram: @badii.life Celtic magic, witchcraft, Wicca, Rebecca Beattie, elemental ritual, sauna ritual, Wheel of the Year, winter solstice, folklore, Dartmoor, thermal bathing, spooky season

We have a special episode for you all today, made specifically for anyone who is curious about starting their own sauna venture, or who has already launched theirs and is looking for a little more advice and direction. When I bring sauna entrepreneurs and founders from the thermal bathing space onto the show, I always ask them to share advice for aspiring sauna-preneurs, and I've gotten quite a variety of responses. This episode brings those voices together, from across the sauna world in the States and across the pond in the UK and Ireland, along with a few lessons from my own entrepreneurial journey. In this episode, we hear from: Ryan Linner — Hideout Sauna Club, Stamford, CT Justin Juntunen — Cedar & Stone, Duluth, MN Katie More — Sisu Mobile Sauna, Michigan Alisa Cardenas — Howl at the Moon Sauna Co, Michigan Travis Talmadge — BATHHOUSE, NYC & Philadelphia, PA Mike & Meg Garrow — DRYYP, New Haven, CT Steve Crosbie — Fad Saoil, Ireland (and soon the UK) Topics we cover: Perseverance and a cold-plunge mentality for the entrepreneurial journey (Ryan Linner) Getting crystal clear on your vision and the problem you're solving (Justin Juntunen) Choosing collaboration over competition in a fast-growing industry (Katie More) Setting personal boundaries and scaling at your own pace (Alisa Cardenas) Listening to customer feedback to know when it's time to expand (Travis Talmadge) Surrounding yourself with people who share your passion and values (Mike & Meg Garrow) Starting with your why, and why anything worth building takes time (Steve Crosbie) Learn more about Alisa’s upcoming thermal bathing retreats — Iceland is sold out but Norway is next! This episode is brought to you by Bondon, a women-owned Canadian brand making sauna hats with real respect for the rituals and traditions behind them. I've been wearing my Bondon hat during my own Aufguss rituals, and I love how lightweight it is and how well the customized fit sits on my head. It's beautifully made in Canada from natural fibers, but the best part is that it genuinely works for how I practice sauna. If you're looking for a sauna hat made with real craft and care, check out Bondon. A rising tide really does lift all boats, and that's the mentality so many of us share in the sweat and soak world. With that in mind, I work with Nell Waters of Sweat Temples on the Business of Sweat Lab, an eight-week program for founders in the sweat and soak space and anyone interested in moving into the industry. It includes live instruction, one-on-one time with Nell and me, the history and culture of the sweat and soak world, business models that work, visioning and clarifying your why, and a lab on marketing, branding, and sauna rituals. We've just launched our fall cohort, made up entirely of women and non-binary founders. We're also announcing our winter lab dates: February 17 – April 7, 2027. If you're interested in joining, sign up through our inquiry form to receive updates. This episode was edited by Lila Woodbridge. Subscribe to our companion Substack today and support an independently produced and funded podcast. If you want to see a bathing culture that isn't just led by the folks with the most cash, support a platform that is run from a grassroots level. A platform that can authentically prioritize a respect for culture, science, and community. Badii offers passionate and curious bathers and spa-goers access to news, education, and recommendations about global bathing culture. Explore more bathing culture: Website: www.badii.lifeInstagram: @badii.life sauna business, sauna entrepreneurship, starting a sauna business, advice for sauna entrepreneurs, sauna-preneurs, thermal bathing, sauna community, sauna culture, sauna etiquette, pivoting, business advice, Hideout Sauna Club, Cedar & Stone sauna, Sisu Mobile Sauna, Howl at the Moon Sauna Co, BATHHOUSE sauna, DRYYP sauna, Fad Saoil, mobile sauna business, community sauna model, Aufguss

Irish sauna culture is booming. But how did it evolve from its sea swimming origins to what it is today? On today’s episode we talk with one of the pioneers of Irish sauna culture to map sauna’s growth and how, as sauna business owners, we can work to make sauna accessible for those who need it most. In this episode, we hear from: Steve Crosbie: Steve founded Fad Saoil Saunas in 2019 on the argument that a hot room is public infrastructure. Seven years on, the company operates four sites across Dublin and Wicklow, Rathmines, Blackrock, Greystones and Clontarf with a fifth Irish location opening in October 2026 and the first UK site in development in Hoxton, London Borough of Hackney. Before the business, Steve played professional rugby. A fly-half out of the Leinster academy, he went on to senior stints with Leinster, Munster and Connacht, with a season at Wanganui in New Zealand and an Ireland Under-20 cap along the way. He captained St. Gerard’s Bray in the Leinster Schools Senior Cup and finished his playing career at Old Belvedere. When the professional contract ended he returned to UCD, took a degree in Sport & Exercise Management and started building Fad Saoil. Topics we cover: The story behind Fad Saoil, including the meaning behind the name, and why it was important to Steve that the business carried an Irish name. Accessibility: what Fad Saoil is doing to keep their sauna practice within reach of the community they are trying to serve. Honest advise for anyone thinking about opening a sauna business today. Irish sauna culture and how its evolved from sea swimming culture to what it is today, thanks in large part to Fad Saoil.Looking ahead — what expansion looks like for Fad Saoil, and the parts of the business Steve refuses to compromise on no matter how big it gets. Resources & links from today’s episode: Bosca Beatha —the first mobile sauna in Ireland. Sweat House by Rosanna Cooney dives into the ancient and modern history of Irish sweat culture. Become a Badii Talk sponsor for Season 3. We now offer a new “Podcast Sponsor” tier on Substack for founders and businesses interested in sponsoring an episode. We also offer bespoke, multi-channel sponsorships for brands of all sizes. Send us a note via our collab form on the Badii website to learn more— inquiries open through the end of October. Join Badii and The Truth Is for a retreat in upstate NY this October 15 - 18. Learn more on our website. Use code BADII100 for $100 off your deposit. This episode was edited by Lila Woodbridge. 💙If you loved today’s episode, share it with someone you would bring along to an Irish seaside sauna. And if you haven't yet — subscribe to support an independently produced, grassroots platform dedicated to thermal bathing culture. Badii offers passionate and curious bathers and spa-goers access to news, education, and recommendations about global bathing culture. Explore more bathing culture: Website: www.badii.life Instagram: @badii.life Fad Saoil, Irish sauna culture, sauna accessibility, community, sauna business, sea swimming Ireland, community sauna, thermal bathing, sauna entrepreneurship.

In the wellness world you hear it everyday: community, third place, third space. But what do these terms really mean? Both in theory and most importantly in practice. Is a luxury bathhouse that costs $80 to enter really a third place? How do we push back against the misuse of these terms in marketing messaging and why is it so important that we know their true meaning? I’m so happy to have an expert who has spent her career thinking about these questions more deeply and thoroughly than anyone I know join us today on Badii Talk. That expert is none other than the talented Becky Pelkonen.  Becky is a doctoral researcher at the University of Eastern Finland studying third spaces and the role public sauna can play in building relational wellbeing and regenerative economies. She believes sauna is where tradition meets possibility. On the ground in her community, Becky is a sustainable business educator and co-founded Kamu Sauna in the Canadian Rocky Mountains. Through Kamu Sauna, she hosts community sauna experiences, helps grow community sauna culture, and, together with her team, builds saunas and consults nationally and internationally on culturally grounded experience design. With more than 20 years of experience in Indigenous and rural development, Becky brings together research, entrepreneurship, and lived practice to explore how culture and business can create lasting social impact. In this episode, Becky and I cover: What actually separates a third space from a third place and whether a bathhouse or sauna can honestly claim to be either We talk about the difference between building real community and just marketing the idea of community How we can push back with empathy on that gap without shaming the business owners who mean well Practical guidance for sauna and bathhouse owners who want to build real community and connection How brand consistency (your "why," shared consistently, with the right people) connects to building genuine community We also discuss a shift I've been witnessing in North American bathing culture. A shift away from performance and optimization, toward something more intentional and ritual-based. How Becky defines North American sauna culture today, and where she hopes it's headed You can find Becky on LinkedIn, Instagram, and Substack. If you want to learn more about the Global Public Sauna-Bathing Charter, head to saunaforall.org.. The website is officially launching mid-September right before the International Sauna Congress in Norway, so you’re here a little early. I encourage you to read the Charter, and if it lands with you, sign it. Signing is open wider than people expect. Operators and hosts, obviously, but also designers and builders, researchers, municipalities, industry partners, and bathers who simply believe public sauna should be safe, welcoming and held in the public interest. It's not a box-tick. You're committing to show how the principles turn up in your actual decisions, and the questionnaire takes about half an hour on purpose.  I'm now planning Season 3 of Badii Talk, launching February 2027, and opening a handful of sponsorship spots. If you want your brand in front of a passionate, highly engaged sauna and thermal bathing audience, let's connect — I'm looking for quality over quantity, with flexible options for small brands too. Submit our collab form — inquiries open through the end of October. This episode was edited by Lila Woodbridge. 💙If you loved today’s episode, share it with someone you’d bring to a community sauna session. And if you haven't yet — subscribe to support an independently produced, grassroots platform dedicated to thermal bathing culture. Badii offers passionate and curious bathers and spa-goers access to news, education, and recommendations about global bathing culture. Explore more bathing culture: Website: www.badii.life Instagram: @badii.life Sauna, community, third place, third space, connection, sauna community, sauna culture

Today’s episode is sponsored by Ritual Heat —the leading sauna master certification program in the US, and really, the first of its kind here. I’ve now been through two of their trainings myself, and so I can speak with confidence and experience that this is the training I would recommend to anyone serious about pursuing sauna ritual facilitation.  For us here in the States, communal sauna rituals are fledgling. Yes, you can experience an Aufguss at any of the hottest bathhouse concepts in NYC, but compared to central Europe and Scandinavia, these practices are still a rarity. Until recently, anyone wanting to seriously pursue a career as a sauna master or ritual practitioner had to travel to Europe or the UK for training. But now, thanks to the effort of three North American sauna masters, we now have access to a high-quality sauna master training here in the States.  In this episode, I’m going to share my experience going through the Ritual Heat sauna master training: what it covers, who it’s for, and how it fits into a sauna master’s journey to excellence.   I also have a case study for you: How the founder of Elemental Wellness Club took this training and turned her experience into a sophisticated Aufguss program that set the bar high for guest engagement. This episode features: Grace Edmunds: an internationally trained sauna master guiding Aufguss and Baltic sauna rituals and is the founder of Northern Kin Sauna and Vermont Sauna Fest. Alycia Wong: Colorado’s first sauna master, internationally certified in breathwork, thermalist practices, and somatic disciplines. Nate Daubert: the first American fully certified as a Sauna-Meister by the Deutsche Sauna Akademie Andrea Race: founder of The Drip Den and graduate of Ritual Heat, who joined because she was preparing to launch a mobile sauna business. Irving Aguilar: the owner of Tatanka Sauna and a graduate of Ritual Heat’s program. I love that Irving now calls himself a “hot air bender” which is just a fabulous way to describe being an Aufgussmaster. Ready to invest in your own sauna journey? The next Ritual Heat training is set for September in Denver but is already sold out. The next available training is November 13–15 in Minneapolis. 👉 Sign up for the training Full sauna master training: $1,695 New — a standalone 1-Day Sauna Safety Training: $595 (great for owner-operators who want the safety foundations) Use code BADII for $100 off your booking A note before you go: I'm now planning Season 3 of Badii Talk, launching February 2027, and opening a handful of sponsorship spots. If you want your brand in front of a passionate, highly engaged sauna and thermal bathing audience, let's connect — I'm looking for quality over quantity, with flexible options for small brands too. Submit our collab form — inquiries open through the end of October. This episode was edited by Lila Woodbridge.  ⁠Subscribe⁠⁠ to our companion Substack today and support an independently produced and funded podcast.  If you want to see a bathing culture that isn’t just led by the folks with the most cash, support a platform that is run from a grassroots level. A platform that can authentically prioritize a respect for culture, science, and community.  Badii offers passionate and curious bathers and spa-goers access to news, education, and recommendations about global bathing culture. Explore more bathing culture: Website:⁠ www.badii.life⁠ Instagram:⁠ @badii.life sauna master training, Ritual Heat, Aufguss, sauna ritual facilitation, thermal bathing, Sauna-Meister, communal sauna, bathhouse culture

We're joined by two guest experts who go inside the first published research study on collective sauna rituals. They break down the psychology behind why sauna is such a powerful tool for wellbeing. In this episode: Inside the first published research study on collective sauna rituals The psychology of collective ritual and why emotional synchrony matters The real science behind sauna's mental health benefits Why collective ritual, not just enjoying the heat alone, contributes to wellbeing in particular Sauna social prescribing and the path forward in the UK and US Community and access in the growing sauna world The rise of Aufguss and what’s driving the growth Featured Guest Experts: Rachael McGrath is Research Affiliate at the London Interdisciplinary School and co-author of "Sauna culture improves physical and mental wellbeing in the UK through social connection and ritual" (Social Science & Medicine, 2026). She designed and led the first UK evaluation of a sauna social prescribing programme with Community Sauna Baths CIC, and leads the Sauna Bathing Research Collective, an international network of sauna researchers and practitioners. She writes and speaks about sauna, wellbeing, and social prescribing as That Sauna Girl. You can learn more about Rachael and get in touch with her at rachaelmcgrath.com. Follow her on Instagram @thatsaunagirl. Sierra Blake, MPS, is a psychotherapist, researcher and bathhouse consultant focused on the future of bathing experiences in the United States. Through her work with bathhouses, hospitality brands, and wellness companies, she helps organizations understand emerging sauna trends, design intentional rituals, and develop products and experiences that deepen guest connection. She is the founder of Saint Lucie Sauna Rituals, a natural skincare brand created to elevate the sauna experience. Connect with Sierra at www.sierrablake.co and Www.shopsaintlucie.com.Find her on Instagram at @itssierrablake and @shopsaintlucie. In this episode, I share my recommended sauna master training available here in the States. That’s Ritual Heat, run by three distinguished sauna masters, Alycia Wong, Grace Edmunds, and Nate Daubert. Ritual Heat’s next training is in Denver from Sept 5-7, so if you’re thinking of becoming a sauna master, the time is now! Use code BADII at checkout to receive $100 off your booking. Explore the research.  This episode was edited by Lila Woodbridge. If you loved today’s episode, share it with someone you would bring along to an Aufguss ritual. Badii Talk has a Substack! Join us where wellness meets travel. We explore global bathing traditions, sauna rituals, and spa culture through the lens of place and community. ⁠Subscribe⁠⁠ to our companion Substack today and support an independently produced and funded podcast. The sauna and bathing industry in the US and UK is growing fast. Where there’s growth, money and big companies will follow. If you want to see a bathing culture that isn’t just led by the folks with the most cash, support a platform that is run from a grassroots level. A platform that can authentically prioritize a respect for culture, science, and community.  Badii offers passionate and curious bathers and spa-goers access to news, education, and recommendations about global bathing culture. Explore more bathing culture: Website:⁠ www.badii.life⁠ Instagram:⁠ @badii.life Today’s shout out to all our paid Substack subscribers. Your support is so appreciated and you make what we do at Badii Talk possible!

Today’s episode was made for any bathhouse or sauna owner who currently offers or plans to offer sauna rituals and programming. As well as ritual practitioners--both experienced and aspiring. Sauna rituals are gaining popularity across the US and UK. Rituals like Aufguss, Pirtis, and Saunotus are more than just engaging programming for your guests. When done right, they're a safety practice, a craft, and a real driver of business value.  My hope is that you’ll end the episode with a strong understanding of how sauna rituals, like Aufguss, can add real value for your guests and contribute to a sustainable business model. And that conducting them in the right way—with standards that center safety, training, and quality—is worth the effort. Featured guest experts: MacKenzie Boling, Esq is an active attorney, former massage therapist and recent sauna master. She uses a proprietary risk architecture framework to help thermal bathing businesses build durable trust infrastructure. Grace Edmunds is an internationally trained sauna master guiding Aufguss and Baltic sauna rituals and is the founder of Northern Kin Sauna and Vermont Sauna Fest.  Alycia Wong is Colorado's first sauna master, internationally certified in breathwork, thermalist practices, and somatic disciplines.  Nate Daubert is the first American fully certified as a Sauna-Meister by the Deutsche Sauna Akademie Neveah Chansouk is the Assistant Manager at Hideout in Stamford, CT. She’s also Connecticut’s second Aufguss master Who to follow in the sauna ritual world: Alonzo Solórzano, Director of Aufguss at BATHHOUSE NYC. He’s my Aufguss mentor and has assisted me with towel-waving training. If you’re interested in connecting with Alonzo to learn how he can support your Aufguss journey, he welcomes DMs via Instagram.  Sigrid at Aufguss Creations for quality towel-waving and fanning instructional videos. Barbora Brožová, founder of Sauna Wings and decorated Aufguss champion. Jade Coulombe, acclaimed Aufguss master based in Canada.  Aromen Aromatherapy the top essential oil brand for Aufguss masters globally Aufguss Roots US for training and education resources Aufguss USA is the organizing body responsible for bringing the Aufguss competitions to America. Follow them on Instagram for the latest news on the competitionsDeborah Carr from Ananda and Aufguss UK Resources for current and aspiring sauna and Aufguss masters: Subscribe to Badii Talk on Substack for articles and guides. Send Sarah a DM on Instagram at @badii.life if you’d like learn more about her Aufguss and business advisory services or you can visit our website badii.life. We’ve just launched a consolidated list of resources for sauna ritual practitioners in the US and UK in partnership with Ange Cameron of Sauna Culture UK. A consolidated resource list for Norther American and UK sauna opportunities like courses, trainings, and conferences. Ritual Heat’s next training is in Denver from Sept 5-7. Use code BADII at checkout to receive $100 off your booking. Sources: Newson, M., McGrath, R., Mosina, I., Reason, G., & Peitz, L. (2026). Sauna culture improves physical and mental wellbeing in the UK through social connection and ritual. Social Science & Medicine, 394, Article 119061. https://doi.org/10.1016/j.socscimed.2026.119061 Cleveland Clinic. (2023, September 21). Aromatherapy. https://my.clevelandclinic.org/health/treatments/aromatherapy This episode was edited by Lila Woodbridge. Today’s member shout out goes to youcanfindt from the US. Thank you for supporting Badii Talk! Listen to more episodes of Badii Talk and follow along at badii.life and on Instagram @badii.life. 💧For more sauna and bathhouse founder features and resources for sauna-preneurs and bathing enthusiasts alike, check out our posts on Substack by becoming a subscriber.

If you’re a current or aspiring sauna-preneur, I think you’re really going to enjoy today’s episode. We’ve brought Meg and Mike Garrow on the show to talk about founding DRYYP sauna in New Haven, Connecticut. The founders were inspired by Irish sauna culture when they decided to bring DRYYP to life, so we also talk about the rise of modern sauna culture in Ireland in addition to their journey to sauna-entrepreneurship. Accessibility and community partnerships is a key part of our conversation too, so you don’t want to miss this interview.  DRYYP is a wood-fired sauna experience based at Wellness Park, a new community wellness venture in New Haven, Connecticut, created by Jess and Jamal Robinson. Inspired by the Irish sauna culture Mike and Meg experienced abroad, DRYYP is built around small-group sessions that bring people together through heat, rest, and social connection. For Mike, that inspiration started while living in Dublin and playing basketball for UCD Marian, where post-practice sauna became as much about community as it was about recovery. After seeing Ireland’s mobile and coastal sauna scene continue to grow, Mike and Meg brought that feeling home to Connecticut. Through DRYYP’s home at Wellness Park, they are helping create a shared space for sauna, movement, recovery, and community in New Haven. In this episode, we cover: Irish sauna culture— its origins, why it's exploding right now with mobile and coastal saunas, and  what American sauna culture can learn from it Meg & Mike’s journey to sauna entrepreneurship Building an accessible sauna culture in Connecticut  How collaborations and community partnerships can foster growth for new sauna businesses  For any aspiring sauna-preneur, you’ll be inspired by Mike and Meg’s entrepreneurship journey. And you’ll learn some great advice on building a sauna model that works— one that is sustainable, accessible, and engages actively with the community and local partners.  This episode also features: Rachael McGrath, Research Affiliate at The London Interdisciplinary School and a published author in Social Science & Medicine (Newson et al., 2026) Ian Whelan, Chief Operating Officer at Fad Saoil Saunas Book your sauna session at DRYYP here! Follow along for the last events and programming at DRYYP and Wellness Park’s Instagram pages. This episode was edited by Lila Woodbridge. 🔥If you loved today’s episode, share it with someone you would take with you to a wood-fired sauna. 💧Badii Talk has a Substack! For more sauna and bathhouse founder features and resources for sauna-preneurs and bathing enthusiasts alike, check out our posts on Substack by becoming a subscriber.  💙⁠ ⁠Subscribe⁠⁠ today and support an independently produced and funded podcast. The sauna and bathing industry in the US and UK is growing fast. Where there’s growth, money and big companies will follow. If you want to see a bathing culture that isn’t just led by the folks with the most cash, support a platform that is run from a grassroots level. A platform that can authentically prioritize a respect for culture, science, and community.  Badii offers passionate and curious bathers and spa-goers access to news, education, and recommendations about global bathing culture. Explore more bathing culture: Website:⁠ www.badii.life⁠ Instagram:⁠ @badii.life Today’s member shout out goes to Ryan C from the US. Thank you for supporting Badii Talk, Ryan! P.S. The Lab is back! Join Nell Waters and me for an 8-week virtual bathing culture lab—The Business of Sweat. Registration is now open for our fall cohort. Learn more. On July 21st, we’re hosting a free Q&A session so you can meet us and get your questions answered. Register here.

Are you ready to go behind the scenes of the biggest Aufguss event in American history? In this special episode we cover…  What is Aufguss? I’ll walk you through the traditional ritual What is an Aufguss Competition? Yes, we’re judged on a lot more than towel-waving. Behind-the-scenes from a competitor POV—from application to the post-performance daze Hear from competitors, staff, and sponsors Highlights of the best performances of the week Last year, I covered the US Aufguss national competition as a spectator and this year I returned…as a competitor. You might have caught my behind-the-scenes take on the competition on Substack already. But in today’s podcast episode, I hope to transport you to the competition. You're going to hear voices of competitors, staff, and sponsors. And you’ll hear the sounds of the sauna, the crowds, the energy. You’ll only be missing the heat. The competition took place in May in New York City, hosted once again by BATHHOUSE—this time at their very new Downtown Brooklyn location on Atlantic Ave. This was the second year in a row that the US has held a national Aufguss competition— and the second year in a row that BATHHOUSE has hosted. America is still new to Aufguss but the community is growing fast and what’s being built is shaping the American sauna culture.  I competed alongside my teammate Alycia Wong in the Team Show category—we essentially put on a theater show in the sauna. Yes we were in full costume. Wigs and all. Our performance was an Aufguss adaptation of  Heated Rivalry—and I'll leave it at that for now. You'll hear about it soon. But before we get there, I want to make sure you actually understand what an Aufguss competition is because even in sauna circles, it's still not widely known (yet). It’s a niche within a niche. So I'm going to walk you through a traditional Aufguss ritual from start to finish. And then I'll break down the competition categories, how they differ from a traditional ritual, and what the judges are actually looking for. And then we'll get into the competition itself — including our Heated Rivalry romance in the sauna. Think of today’s episode as  your Aufguss competition field guide and your front bench seat to the US nationals. Let's get into it. The following sauna masters were featured in today’s episode. Give them a follow to show your support! Mamiko Nakatsugava Erica Caruso Devin Richey Alexi Irvine & Joli Irvine Travis Talmadge  Grace Edmunds Alycia Wong Tovi Wayne We also hear from Don Genders and Cassandra Cavanah of Aufguss USA and Design for Leisure. For more sauna master and Aufguss master resources, check out our other posts on Substack.  Photo credit to Annie Wu: https://www.anniewu.photography/  Audio / video credit (for the interview with Alycia and me) goes to Katharine Doyle. This episode was edited by Lila Woodbridge. 🔥If you loved today’s episode, share it with someone you would bring along to an Aufguss ritual. 💧Badii Talk has a Substack! Join us where wellness meets travel. We explore global bathing traditions, sauna rituals, and spa culture through the lens of place and community. 💙⁠ ⁠Subscribe⁠⁠ today and support an independently produced and funded podcast. The sauna and bathing industry in the US and UK is growing fast. Where there’s growth, money and big companies will follow. If you want to see a bathing culture that isn’t just led by the folks with the most cash, support a platform that is run from a grassroots level. A platform that can authentically prioritize a respect for culture, science, and community.  Badii offers passionate and curious bathers and spa-goers access to news, education, and recommendations about global bathing culture. Explore more bathing culture: Website:⁠ www.badii.life⁠ Instagram:⁠ @badii.life Today’s member shout out goes to Haley S. from the US. Thank you for supporting Badii Talk, Haley!

Ireland's sauna scene is quickly growing and it's rooted in something ancient. Over 200 independent saunas have opened across Ireland, most since 2020. Many of these spaces are deeply connected to the landscape and sea. For sauna in Ireland, this isn't a wellness trend. It's a return to the teach allais — Ireland's centuries-old stone sweat house.. In this episode of our Celtic Bathing Series, I sit down with Ryan and Danielle Bradley of Northern Ireland. What started as a garden sauna during Covid has grown into a full sauna lifestyle: Ryan is now a certified freelance Aufguss master traveling sauna-to-sauna across Northern Ireland, and their backyard sauna was purpose-built as a space to develop and host Aufguss rituals. Ryan and I trained together last fall through Anada's sauna master certification program in the UK. In this conversation we cover the freelance Aufguss life, ritual design, and what it takes to bring ceremony to new communities. Danielle shares what it means to build and share that space as a couple and how they found their way to sauna. Follow their journey at @thehotandthecoldofit Topics include:  Irish sauna culture—defining it today and its recent rise Freelance Aufgussing in Northern Ireland Tips for freelance Aufguss and sauna masters Building a backyard sauna made for Aufguss rituals The future of Irish sauna culture Resources: Anada Sauna Master Training (UK-based) Ritual Heat Sauna Master Training (US based. The next training is July 11 - 12  2026 at Bathe in Austin, TX) Soul Water Sauna in Edinburgh, Scotland periodically hosts whisking workshops and experiences.  Irish saunas to explore: Hot Box, Fad Saoil, Helios (including Ireland’s first floating sauna) Sweat House by Rosanna Cooney From Sweathouse to Shoreline: The Rise of Sauna Culture in Ireland The Sauna Boom in Ireland This episode was edited by Lila Woodbridge. 💧Badii Talk has a Substack! Join us where wellness meets travel. We explore global bathing traditions, sauna rituals, and spa culture through the lens of place and community. 💙⁠ ⁠Subscribe⁠⁠ today and support an independently produced and funded podcast. The sauna and bathing industry in the US and UK is growing fast. Where there’s growth, money and big companies will follow. If you want to see a bathing culture that isn’t just led by the folks with the most cash, support a platform that is run from a grassroots level. A platform that can authentically prioritize a respect for culture, science, and community.  Badii offers passionate and curious bathers and spa-goers access to news, education, and recommendations about global bathing culture. Explore more bathing culture: Website:⁠ www.badii.life⁠ Instagram:⁠ @badii.life

In this first episode of a two-part Celtic Magic series, sauna ritual practitioner and host Sarah Spoto is joined by Scottish author Lyndsey Croal to explore the folklore, mythology, and nature rituals of Scotland — and how they might inspire your own bathing practice. Lyndsey is a Scottish Book Trust New Writers Awardee, Shirley Jackson Award and British Fantasy Award finalist, and author of works rooted in Scottish landscape and eco-themes. Together they explore faeries, thin places, and the ancient traditions of the Celtic world. This episode is for the ritual practitioners, the sauna stewards, the keepers of the steam. Part 2 will bring in a practitioner to deepen the conversation. Find Lyndsey on Bluesky and Instagram @lyndseycroal or at lyndseycroal.co.uk. Topics include:  Celtic folklore Scottish mythology Nature rituals Celtic holidays and traditions Thin places Faeries Bathing culture Ritual practice Wild Swimming in Scotland This episode was edited by Lila Woodbridge. Resources & mentions from this episode: Daughter of Fire & Water: An Audio Drama Dark Crescent Literally Lyndsey (newsletter) Further Reading on Scottish Folklore. Lyndsey’s full list is available in the Bibliography section of Dark Crescent.  Cunning Folk Magazine: www.cunning-folk.com Druidry: www.druidry.org Folklore Thursday: folklorethursday.com Breslin, Teresa (2012). An Illustrated Treasury of Scottish Folk and Fairy Tales, Floris Books Dougles, Ronald Macdonald (1982). Scottish Lore and Folklore, Crown Publishers Westwood & Kingshill (2011). The Lore of Scotland: A guide to Scottish legends, Random House Books. Winsham, Willow (2022). Magpies & Red Skies--The Enchanting Origins of 100 Superstitions, Wellbeck.  Learn more about:  Scottish “guising” Turnip carving (photo credit for image above) Ancient wells (photo credit for image above) Iceland is calling. Alisa, a former guest of Badii Talk podcast and the founder of Howl at the Moon Sauna Co, has built something incredible out in Michigan. And now she’s partnering with Your Wandering Roots on a sauna + thermal bathing journey through Iceland.  Join Alisa and Anna for a curated 7-day bathing adventure immersing yourself in Iceland’s rich thermal bathing culture. Expect excursions, a private chef, and an inspiring community of women. Happening November 2–8, 2026 and Limited to 10 spots. Use code BADII for 10% off your deposit. Learn more. At Badii, we’re very intentional about who we partner with. You can trust that we only bring you recommendations that we feel confident and proud to support. Recommendations that center respect for culture, curiosity, and education. And of course thermal bathing. 💧Badii Talk has a Substack! Join us where wellness meets travel. We explore global bathing traditions, sauna rituals, and spa culture through the lens of place and community. 💙⁠ ⁠Subscribe⁠⁠ today and support an independently produced and funded podcast. The sauna and bathing industry in the US and UK is growing fast. Where there’s growth, money and big companies will follow. If you want to see a bathing culture that isn’t just led by the folks with the most cash, support a platform that is run from a grassroots level. A platform that can authentically prioritize a respect for culture, science, and community.  Badii offers passionate and curious bathers and spa-goers access to news, education, and recommendations about global bathing culture. Explore more bathing culture: Website:⁠ www.badii.life⁠Instagram:⁠ @badii.life

We’re taking a quick break from our Celtic bathing series to head back to New York City for a conversation about the future of American sauna culture. This episode features Travis Talmadge, co-founder of BATHHOUSE and a decorated Aufguss master. We talk about building a category-defining wellness brand, the rise of communal bathing in the US, and how Aufguss is shaping modern sauna culture. We also dive into Travis’s personal approach to ritual, hospitality, and his vision for expanding Aufguss across America. This conversation comes just ahead of the 2026 US Aufguss National Competition at BATHHOUSE in NYC. And this year, I’ll be returning not as a spectator, but as a competitor. If you’ve been curious about the evolution of sauna culture in America, this episode is for you. Photos courtesy of Adrian Gaut and Emily Andrews. This episode was edited by Lila Woodbridge. Badii Talk is going LIVE! Introducing live virtual conversations on the business, culture, and ritual of the thermal bathing & sauna world. Join us on June 3rd at 6pm ET for a live webinar dedicated to building a content strategy for your business. Content is one of the most powerful tools for growing a modern wellness business. But it can also feel overwhelming and time consuming. In this session, we’ll break down how to approach content more strategically, so it actually supports your business without feeling like another cumbersome task on your do list. Learn more on our website, here.  Paid Badii Talk Substack subscribers receive a discount off all Badii Talk Live sessions. Check out this post for the code.  💧Badii Talk has a Substack! Join us where wellness meets travel. We explore global bathing traditions, sauna rituals, and spa culture through the lens of place and community. 💙⁠ ⁠Subscribe⁠⁠ today and support an independently produced and funded podcast. The sauna and bathing industry in the US and UK is growing fast. Where there’s growth, money and big companies will follow. If you want to see a bathing culture that isn’t just led by the folks with the most cash, support a platform that is run from a grassroots level. A platform that can authentically prioritize a respect for culture, science, and community.  Badii offers passionate and curious bathers and spa-goers access to news, education, and recommendations about global bathing culture. Explore more bathing culture: Website:⁠ www.badii.life⁠ Instagram:⁠ @badii.life

Hoi zäme and welcome to Badii Talk podcast. Born from a love of Swiss bathing culture, our name (B-A-D-I-I), is inspired by the Swiss German word for pools and public baths.  Have you ever found yourself…  Sweating like crazy on the top bench of an Aufguss ritual Letting out a squeal as you jump into a cold sea Smelling the warmth of the oak leaves in a banya Taking in the mountain view from a mineral rich hot spring Or simply enjoying a soak in your own tub? Then you’ve experienced bathing culture. And I have good news for you—there’s so many more bathing experiences to explore.  I’m Sarah Spoto, your host, a certified Sauna Aufguss Master, former corporate burnout, and founder of Badii. And this podcast is about exploring global thermal bathing and sauna traditions from around the world. We believe that bathing is an especially unique lens through which we can experience culture and place.  This podcast is all about… Soaking, Swimming, and Sweating Immersing yourself in Nature Finding Connection & Community through shared spaces and rituals Prioritizing Quality Design Seeking Wellbeing  Generating respect and curiosity for Culture And you can always count on a little bit of Magic too. New episodes drop every Sunday. Listen wherever you get your podcasts. And follow along on BadiiTalk.Substack.com.  Shall we dive in?

We’re taking a journey across the ocean to Scotland and Ireland. Our Celtic bathing series will take us far north to Orkney over to Edinburgh’s sea side and across the Irish sea to Dublin City and beyond. I think you will be delighted to hear about the magic, the whimsy, the romance, and everything that makes this part of the world so special. Now let’s escape to the islands of Orkney, Scotland… I’m joined today by Victoria Bennett, author of Apothecary by the Sea, a deeply felt book that weaves together wild swimming, grief, healing, and an apothecary garden. Victoria Bennett is a disabled, award-winning writer, poet, and literary activist whose work centres on nature, identity, and creative resilience. Her debut memoir, All My Wild Mothers, won the Nautilus Award for Memoir, was shortlisted for multiple UK prizes, and was named an Aladin ‘Best Book of the 21st Century’. She is the founder of Wild Women Press and the international Wild Women Writers Salons, dedicating nearly three decades to initiatives that nurture creative community and amplify women’s voices locally and across the world. Victoria lives in Orkney with her husband, artist Adam Clarke, and their son, where she tends her apothecary garden by the sea.You can find Vik on X (@VikBeeWyld), Bluesky (@beewyld.bsky.social), and Instagram (@beewyld). You can also find her here on Substack @WildWomanLife. In this conversation, we talk about: What it means to sea swim as a ritual of strength, awareness, and intention  How tending plants can become a form of remembering How both the sea and the soil can hold us through periods of change The culture of wild swimming in Scotland The mythology and folklore of Orkney—including the story of the selkie (my personal favorite) Vik reads an excerpt from her newest book, Apothecary by the Sea She even shares a recipe to bring the sea home and into your personal bathing ritual with a glorious bladderwrack salt soak This episode was edited by Lila Woodbridge. 💧Badii Talk has a Substack! Join us where wellness meets travel. We explore global bathing traditions, sauna rituals, and spa culture through the lens of place and community. 💙⁠ ⁠Subscribe⁠⁠ today and support an independently produced and funded podcast. The sauna and bathing industry in the US and UK is growing fast. Where there’s growth, money and big companies will follow. If you want to see a bathing culture that isn’t just led by the folks with the most cash, support a platform that is run from a grassroots level. A platform that can authentically prioritize a respect for culture, science, and community.  Badii Talk is going LIVE! Introducing live virtual conversations on the business, culture, and ritual of the thermal bathing & sauna world. Designed for owners and operators, ritual practitioners, and bathing enthusiasts. Join us for our first live expert panel with Sierra Blake, MPS, LADC , a practicing mental health therapist and founder of Saint Lucie and MacKenzie Boling of Longevity Law. We’ll be discussing how to create signature experiences rooted in care, safety, and differentiation. These women are not only absolute experts in their fields, they are also friends of mine who bring so much passion, care, and intention to their work. It’s going to be a special conversation. Join us on May 13th at 7pm ET. We’ve kept the pricing approachable at $45, so we hope you’ll join us! Learn more and register here on Badii’s website.. Paid Badii Talk Substack subscribers receive a discount off all Badii Talk Live sessions. See this post for the code. Badii offers passionate and curious bathers and spa-goers access to news, education, and recommendations about global bathing culture. Explore more bathing culture: Website:⁠ www.badii.life⁠ Instagram:⁠ @badii.life