Spa Executive: USA & Canada to host first Sauna Aufguss WM championship events

Sauna Aufguss events in Canada and US will determine the top sauna masters who will go on to represent Team USA at the Aufguss WM World Championships in Verona, Italy. 

Original article published on Spa Executive here

March 17, 2025

For the first time, in 2025, the United States and Canada will host national Aufguss WM competitions, bringing the high-energy, theatrical sauna ritual to North American audiences in a competitive format. The events are set to take place at Bathhouse in Williamsburg, New York City, on June 23-24, and at Thermea Spa Village Whitby, Ontario, on June 17-19. 

These events will determine the top sauna masters who will go on to represent Team USA at the Aufguss WM World Championships in Verona, Italy. 

Aufguss, a performance-based sauna tradition that originated in Europe, combines heat, scent, music, and storytelling to create an immersive wellness experience. Skilled sauna masters use towels to skillfully distribute steam while engaging guests in a multisensory journey. The Aufguss WM (World Masters) competition elevates this art form by incorporating choreography, lighting, and theatrical elements into the performances. 

Bringing competitive sauna culture to the U.S.

“National Aufguss WM events will be held in 18 countries in 2025, including newcomers Canada and the USA, which join Japan as being among the first non-European countries to participate,” said Lasse Eriksen, vice president of the Aufguss WM competition and jury member, in a statement. 

While Brooklyn’s Bathhouse regularly hosts Aufguss events, the USA National competition marks a milestone for American sauna culture, giving sauna enthusiasts a wider opportunity to witness and participate in this unique, performance-driven wellness tradition. Competitors will be judged on a variety of criteria, including their ability to control steam and temperature, their waving techniques with one or two towels, and their storytelling talents. 

“The beauty of Aufguss is that sauna-goers who might typically step out after five minutes remain captivated on their benches for the duration of the 10–14-minute performance,” Eriksen said. “That magic moment is when the heat, the smells, and the story combine to give the audience an incredible experience.” 

A collaboration between leading sauna innovators

Design for Leisure (DFL), a leading name in the design and construction of high-end hydrothermal spa and wellness environments, has partnered with Aufguss WM to bring this competition to the U.S.  

“We’re thrilled to play a role in bringing the excitement of competitive sauna culture to American audiences for the first time,” said Don Genders, Design for Leisure’s founder and CEO. “Aufguss is more than just a sauna ritual—it’s an art form, a performing art, and a deeply rejuvenating wellness experience. This competition will celebrate the best Aufguss talents in the country and introduce more people to this unique tradition.” 

Bathhouse has specially designed its 700-square-foot sauna with advanced audio and visual technology to support immersive Aufguss performances. 

“At Bathhouse, we’re obsessed with saunas,” said Travis Talmadge, co-founder of Bathhouse. “We designed our new state-of-the-art sauna to be the ideal venue for competitive Aufguss. It’s been really fun to watch the American audience embrace Aufguss culture over the past few years, and hosting this competition is an exciting next step for the growth of Aufguss in the U.S.” 

As Aufguss continues to gain popularity outside of Europe, these national events mark a global expansion of the tradition. 

How to compete 

Think you have what it takes? Sauna masters can apply by submitting a video showcasing their Aufguss skills by April 11, 2025, on the Aufguss USA Nationals Website. Competitors can enter as individuals or in teams, with finalists earning the honor of representing Team USA at the world championships in Verona this September.