Sweat Equity
My Hot Take of Bathhouse Flatiron in NYC
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Recently, I took the plunge and joined Bathhouse Flatiron in NYC—a 35,000-square-foot luxury spa and banya in Manhattan.
Up until now, I always associated bathhouses with certain… questionable connotations or scenes like those from Eastern Promises (if you know, you know).
But this one? It’s a whole new vibe. Think Abercrombie & Fitch meets Dune at the Hamptons. I know that sounds like a lot to wrap your head around, but it’s true—the aesthetics are next-level.
While I haven’t seen Bathhouse's pitch deck, I’d guess they position themselves as one of the following:
Modern Urban Bathhouse
Social Bathhouse
Social Wellness Hub
Typically, you don't want your brand name to define the category itself, which makes me think Bathhouse is aiming to create its own category—something fresh, like the ones above.
Categories Make Brands, Not the Other Way Around
Since COVID-19, there's been a huge emphasis on wellness, mental health, and finding new ways to connect socially—countering the isolation many of us felt. Add in the recent buzz around hot and cold therapy, boosted by influencers like Joe Rogan, Andrew Huberman, and Peter Attia, and it's clear that sauna culture and cold plunges are having a moment. Whether that trend has staying power? Only time will tell.
Repackaging an Ancient Experience for the Modern Era
Bathhouse Flatiron is an extension of the original location in Williamsburg, Brooklyn. Savvy Studio, a design and branding firm with offices in New York and Mexico City, developed its initial branding. What’s compelling about Bathhouse is how they’ve taken an experience that’s been around for centuries—especially in Eastern and European cultures—and reintroduced it to Millennials and Gen Z.
According to Savvy Studio, “We developed an identity that merges typographies, symbolism, forms, and cultural significance, infused with the unique energy of New York.”
But Is the Business Model Locked In?
I’m not sure if the Flatiron location has nailed its core business model yet. The pricing seems a bit all over the place—day passes range from $50 to $85, depending on the time and day of the week. Membership packages go from $145 for three passes a month up to $335 for eight passes, not including additional treatments like massages and scrubs.
When it comes to branding and pricing, complexity kills. Their current pricing strategy suggests they’re still experimenting with their business model.
Where Does Bathhouse Go from Here?
What Bathhouse Flatiron is doing well is tapping into a rising cultural trend and positioning itself at the intersection of wellness, socializing, and luxury. But there’s a critical piece missing: clarity around the category they’re trying to own. Right now, they’re borrowing from the existing "sauna and cold plunge therapy" category, which is what attracted consumers like me in the first place. But that doesn’t fully capture the breadth and scope of the unique experience they’re creating.
Categories are powerful because they provide a shorthand for consumers—they tell them exactly what they're buying into and why it matters.
When your category is clear, your customers become your biggest advocates, effortlessly selling your brand to their friends and family. Word-of-mouth is one of the most potent tools a brand can leverage, but it only works when consumers know exactly what they’re talking about.
If I were advising Bathhouse, I’d suggest defining a new category that reflects the full experience they offer.
Whether it’s "Modern Urban Bathhouse" or "Social Wellness Hub," they need a category name that captures their unique blend of cultural rituals, social interaction, and innovative wellness practices. A strong, distinct category name not only helps customers understand what they’re getting but also equips them to spread the word with confidence.
Bathhouse has all the right elements to lead this new wave of wellness, but they need to sharpen their focus. At The MisFits, we believe that when you create and own your category, you control the narrative. It’s not just about getting attention; it’s about defining what makes you different—and making sure everyone else knows it too.
Until next time
Your Chief MisFit,
“IRON” Mike Steadman
***P.S. If you're looking for personalized help to develop a winning category strategy and nail that first impression, review our “Welcome Deck” and then schedule some time to chat with us below.
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