StarrCast: The Rise of Sauna Culture and America's Aufguss Movement

The Rise of Sauna Culture and America's Aufguss Movement

Jun 3, 2026

What happens when ancient sauna traditions meet modern wellness culture, theatrical storytelling, and world-class competition?

In this special on-location episode of StarrCast, Lisa Starr travels to New York City for the Aufguss USA Championships to explore one of the fastest-growing movements in wellness. Through conversations with industry leaders, international judges, competitors, and bathhouse operators, this episode uncovers how sauna culture is evolving into a powerful force for wellbeing, connection, recovery, and community.

What You’ll Learn

What Aufguss is and why it has become a global wellness phenomenon
How sauna rituals combine heat, aromatherapy, storytelling, and sensory immersion
Why contrast therapy is gaining momentum across the United States
How the communal sauna experience supports emotional wellbeing and social connection
What the future holds for sauna culture, bathhouses, and wellness destinations in North America

Episode Highlights

01:23 – Cassandra Cavanah explains what Aufguss USA is and how the organization supports sauna culture across America

05:36 – The emotional, therapeutic, and communal benefits driving sauna's popularity
08:17 – Why developers, operators, and wellness brands are investing in large-scale sauna experiences
15:20 – Deborah Carr shares how the British Sauna Society helped grow sauna culture throughout the UK

20:35 – How post-pandemic wellness trends accelerated public interest in sauna and cold-water therapy

27:50 – Competitor Tovi Wayne discusses his journey from professional dance to championship-level sauna mastery
37:04 – Former NFL player Mitch Mathews explains the business model behind FlowHaus and the future of social wellness
45:14 – The opportunities and challenges of financing and scaling bathhouse concepts

47:35 – World-class sauna master Alonzo Solorzano shares how Aufguss evolved from a side job into a career and artistic pursuit
59:24 – The future of Bathhouse expansion, sauna training, and competitive Aufguss in North America

Meet the Guests

Cassandra Cavanah is President of Aufguss USA and a longtime advocate for hydrothermal wellness experiences through her work with the Global Wellness Institute's Hydrothermal Initiative.

Deborah Carr is President of the British Sauna Society, sauna educator, juror, and industry leader helping establish sauna standards and professional pathways throughout the United Kingdom.

Tovi Wayne is a Bathhouse sauna master and competitor whose background in dance and performance informs his immersive and emotionally engaging Aufguss experiences.

Mitch Mathews is a former NFL wide receiver and Founder of FlowHaus, a growing wellness concept focused on guided sauna, contrast therapy, and community wellbeing.

Alonzo Solorzano is Director of Aufguss at Bathhouse, the 2024 U.S. Solo Champion, and one of the leading figures advancing competitive sauna culture in the United States.

Tools, Frameworks, or Strategies Mentioned

Aufguss Rituals
Show Aufguss Competition
Modern Classic Cup
Contrast Therapy
Hydrothermal Wellness
Sauna Master Training
Community Wellness Experiences
Guided Sauna Programming
Cold Plunge Therapy
Wellness-Focused Bathhouse Development

Closing Insight

Sauna is no longer simply a place to get warm. Around the world, it is becoming a platform for wellbeing, human connection, emotional expression, recovery, and community. As Aufguss continues to grow across the United States, this movement is redefining what modern wellness experiences can be.

Whether you're a spa professional, wellness entrepreneur, sauna enthusiast, or simply curious about the future of hydrothermal wellness, this episode offers a fascinating look at a movement that is only beginning to gain momentum.

Subscribe to StarrCast for more conversations with the innovators, operators, and thought leaders shaping the future of spa, wellness, hospitality, and longevity.