In the biting chill of London’s winter, a dozen people sit in a sauna, sweating in silence. The temperature is a blistering 90°C (194°F), and as lavender-infused ice melts over hot stones, “sauna master” Oliver Beryl intensifies the heat by waving a towel in circular motions.

“Now try finding someone and sit back-to-back with them,” Beryl suggests. “Or, if you want, maintain eye contact with the person next to you.” A brief hesitation follows, but most gamely oblige.

Sauna-bathing is taking the UK by storm, especially among 20- and 30-somethings looking for a wellness-focused alternative to nights out. Inspired by Scandinavian saunas, Japanese onsens, and Turkish baths, Britain’s sauna culture is evolving into something unique—blending community with creativity.

At Community Sauna Baths in east London, “aufguss” rituals mix heat therapy with music and scent. Peckham Sauna Social hosts DJ nights and poetry readings, where sauna-goers drip sweat onto their notebooks before a post-session chai tea.

For many, the appeal goes beyond relaxation. “I loved the feeling of losing yourself. It’s a 15-minute detachment from normal life,” says Jess Carmichael, who compares the rush to plunging into freezing water on New Year’s Day.

Charlie Duckworth, co-founder of Community Sauna Baths, believes the sauna is becoming a modern “place of communion.” “Sauna lowers inhibitions and gives you mild euphoria, like social drinking—but healthier,” he says.

With the number of UK sauna sites tripling in the last year, the trend shows no sign of cooling down. As Callum Heinrich, a regular, puts it: “It just resets your brain in a really lovely way. For your mental health, it’s the best thing in the world.”