Whoa.

In that sauna we have stand-up comedy, live music, guided classes.

Uh, we'll have socials that kinda replace the bar.

Uh, and in the daytime it's like a super high-end premium spa.

So there'll be candlelit quiet hours, sound baths, um, anything that's happening in like a wellness or social environment wrapped into a bathhouse environment.

Um, the brand like really went viral because it's a quite emotional experience.

So we have classes where the lights go out, everyone's in this pitch dark sauna, 90 people screaming at the top of their lungs, and that class is called Inner Power.

How do you advertise this?

So what was the insight that sparked this idea for you?

It all just kind of happened.

I used to be really into drugs.

That's why we have the nighttime nightclub.

We had done that before.

And so my first session was a first date with my wife.

And she said, hey, I know you're sober.

How do you see the business model kind of tracking with the larger macro trends of people wanting to maybe get out of, you know, even moderation and alcohol and So, like, for

Uh, what, what's your story around, around breathwork?

Amazing.

And so I started my mental health journey with meditation, uh, using meditation to conquer some addiction issues, and that started with a 10-day Vipassana retreat, and that was the first time I really felt connected to, to self-awareness and really felt, hey, there's something here with meditation.

Prior to that, I'd been doing... using Headspace for sort of two to three years, kind of 10 minutes a day, and, you know, I would do it some days, miss some days, and kind of feel guilty that I missed it and thought like, hey, this is useful.

But it was r- only after a 10-day meditation retreat that I really, really felt what is actually available, uh, with these type of techniques and why they're important.

After the meditation, uh, experience, I tried for f- four years to get friends t- to also do it.

So in our meetings, we would host, you know, meditation minutes before the meeting started.

Like what would you say is kind of the, the underlying foundation of what you're trying to achieve here with, with breathing like this?

[laughs]

Right? Like, there's fi- a- a- and to all be together, like, we're seven years in now, and we're still all working on it full time, which I think shows just, like, the commitment and love for the product.

Um, but yeah, it was sp- it was challenging for sure to find out, like, who's doing what.

And I think why it worked is because when we started, it wasn't really meant to be a business.

It was just, like, a fun side project.

So it's just very clear.

You're gonna work this night.

You know, "If I had time, I would be doing all these practices." Are there practices you are still doing?