The burgeoning sauna-and-cold plunge chain transformed an ancient wellness practice in order to battle post-pandemic loneliness.“We promoted the community elements: The sharing, the coming together, the socializing and making it a cool, accessible, open, safe and very well-designed space to hang out.” This is in line with current industry trends; according to the Global Wellness Summit, one of the biggest wellness shifts has been toward gathering vs. more solo pursuits. Call it social wellness.The Canadian wellness market alone is worth $127 billion.