Move over, home gyms! The new hallmark of luxury living is a personal sauna. Once reserved for spas and five-star hotels, saunas are now taking center stage in the homes of affluent buyers seeking both luxury lifestyle and self-care.
As Business Insider recently reported, home saunas have become the ultimate “wellness flex,” signaling that a homeowner values health, longevity, and convenience and has the means to invest in all three.
“It’s part of a much broader shift we’re seeing toward wellness design,” said Lisa Simonsen, a top agent at Brown Harris Stevens. “People are prioritizing spaces that make them feel better, live longer, and perform at their best — all from the comfort of home.”
According to Simonsen, demand for wellness amenities like saunas, steam rooms, and cold plunges has skyrocketed in luxury developments — especially in New York City.
“Saunas and cold plunges have become a hot commodity in luxury real estate,” Simonsen said. “Many of the New York developments are offering them. Some buyers won’t give up their Equinox membership unless they have saunas in their buildings.”
Across the country, developers are taking note — incorporating everything from crystal caves to red light therapy rooms as part of the new wellness amenity package.
Interestingly, it’s not just older, health-focused professionals fueling the wellness boom. “I think that it’s both demographics,” Simonsen said. “My son’s 18, and having wellness amenities is very important to him. The 20- to 30-year-old age group finds it extremely important, too.”
From Gen Z biohackers to Baby Boomers focused on longevity, wellness design has universal appeal — and it’s shaping the future of luxury living.
As Simonsen puts it: “Wellness has become the new luxury. Today’s buyers aren’t just purchasing a home — they’re investing in a lifestyle that supports how they want to feel every day.”
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