Making sweat bathing profitable

Wellness director at Therme București for nine years, Cosmin Ciric integrates his knowledge of aromatherapy, herbalism, homeopathy and kinesiology to create holistic wellbeing offerings. He organised SaunaFest 2024, the world’s largest festival dedicated to performance aufguss.

“For spas new to aufguss ceremonies, I advise to begin gradually,” says Ciric. “Embrace the ancient cultural heritage of sweat bathing, root your offerings in simplicity and use the natural elements to create memorable experiences for guests. When introducing sauna activities, leverage familiar concepts like halotherapy and balneology to draw people in, then expand into broader sweat bathing. Thermal offerings should foster joy, friendship, togetherness and community.”

Ciric says that spas can profit from the potential of aufguss by encouraging guests to consider what’s important to them. “Many individuals spend excessively on low-value items that don’t enhance their wellbeing,” he says. “A shift in how people allocate their budgets – prioritising health and happiness – is needed for spas to cultivate long-term profitability from thermal offerings. Spas must promote the lasting benefits of sweat bathing. Once guests experience the advantages of thermal wellness, they often become eager for more; it’s addictive.”

Accessible pricing is crucial to bringing new people into the experience. “If wellness offerings are exclusively for the privileged, the core concept of wellness is misunderstood,” Ciric explains, acknowledging the need to maximise profitability. “Balancing authenticity with commercial viability can be challenging, as the two often conflict, but it’s essential to maintain a clear distinction.

“Offer untouched, basic experiences that allow for genuine expression. Complement these with commercial rituals that incorporate modern products and scientific insights, to cultivate an appreciation for authentic practices. Ultimately, experiences and memories cannot be commodified, they must be genuinely felt and enjoyed. True wellness is about balance between the traditional and the modern, the personal and the shared.”

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