In a city known for its rain and introspection, Seattle’s wellness scene is heating up — literally. As summer yoga sessions and park meditations give way to colder months, locals are turning to a new kind of gathering: one that blends connection, mindfulness, and sweat.
That’s the idea behind Tuli Lodge, a social wellness club and sauna garden founded by entrepreneur Hannah Goldstein. The concept — equal parts community hub, wellness space, and alternative nightlife — is redefining what it means to “go out” in Seattle.
“People in Seattle love their summer wellness rituals,” Goldstein says. “But once it gets cold and rainy, that sense of community disappears. I wanted to create a space where people could still gather, sweat, and connect even in the dead of winter.”
From Gavin Rossdale to Selena Gomez, celebrities have long touted the restorative benefits of saunas as part of their self-care routines, but at Tuli, self-care becomes community care.
The space combines wood-fired saunas, cold plunges, live DJs, and mindful conversation into an experience Goldstein calls “Friday night redefined.” Guests come not for cocktails or crowds, but for warmth, laughter, and a sense of belonging.
“People want places where they can be social and do something actively good for their health,” she says. “We’re redefining what going out looks like.”
Since September, Tuli has hosted pop-up events across Seattle — from sauna raves to intimate wellness nights — building buzz around what’s now being called the “social wellness” movement. Across the country, similar experiences are gaining traction, with videos of group cold plunges, sober dance parties, and outdoor sauna sessions drawing millions of views on TikTok and Instagram.
What started as a niche self-care ritual has evolved into a cultural shift that prioritizes connection over consumption. Cities from New York to Austin are seeing the rise of sober social clubs and “co-care” spaces, where community and wellness go hand in hand.
“People are lonely,” Goldstein says. “They’re looking for ways to connect that are meaningful, healthy, and just plain fun. Tuli isn’t just about wellness, it’s about belonging.”
Tuli’s playful approach has resonated with a generation rethinking nightlife and health. One of its viral Instagram posts reads, “A Tuli session costs less than two drinks — and you also leave glowing.” It’s a lighthearted line that sums up a serious idea: social wellness is the new social scene.
While Tuli’s first brick-and-mortar location opens in Seattle, Goldstein has plans to take the concept nationwide.
“We’re not just creating a sauna space,” she says. “We’re creating a movement, one sweat at a time.”
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