The global momentum behind communal bathing and social wellness shows no signs of slowing down as urban Australian bathhouse brand Soak Bathhouse announces plans for its fifth location, opening in Alexandria, Sydney, in April 2025.

Soak was co-founded in 2020 by husband-and-wife duo Alexis and Niki Dean to create a portfolio of urban oases to make wellness easy, accessible and affordable.

The couple launched their flagship location in November 2020 on the Gold Coast in Queensland, which was later joined by a rooftop day spa in Brisbane’s West End in 2022.

The announcement of Soak Alexandria marks the third property in the business’ construction pipeline, joining facilities under development in South Yarra, Melbourne, and a flagship Sydney outpost in Bondi Junction. Both are due to launch by the end of 2024.

Located only 4km from Sydney’s central business district, Soak Alexandria will cover 700sq m and become part of the Bourke & Bowden mixed-use development, a AUS$230 million (US$154.4 million, €142.3 million, £118.3 million) project helmed by architect John Wardle.

Alexis commented on plans for the new Sydney day spa, saying: "In today’s fast-paced world when more Australians are experiencing stress and burnout, we need wellness more than ever.

“We’re thrilled to bring Soak to Alexandria, offering Sydneysiders the chance to escape, unwind and recharge in one of the most vibrant locations in the city.”

The concept
Each Soak facility follows the blueprint of combining communal bathing facilities inspired by nature and designed to foster connection with a selection of private wellness treatments.

Every bathhouse includes magnesium-infused mineral bathing pools, cold plunges, steamrooms, outdoor showers, a spa garden, a cedarwood sauna, relaxation spaces and changing rooms. Plus, guests can opt for a selection of private wellness treatments, including full-body massages, individual infrared sauna journeys, meditation sessions and LED red light facials.

Soak also hosts regular events at its bathhouses, including meditation sessions and Soak and Sound evenings where guests relax in hydro facilities while enjoying live music from local musicians.

Some facilities also include co-working spaces and offer corporate wellness packages.

“We create a tranquil and beautiful natural environment in all of our urban locations,” said Alexis, “from the colour scheme to the finishes, we’ve brought in all of the natural materials so guests get that connection to nature which helps with that real sense of relaxation.”

“Soak is a place you can come every day, every week or every month and start to build wellness routines into your life because that’s how you create meaningful change.”

With four bathing packages available, Soak’s classic day spa experience lasts 90 minutes, costing AUS$49 (US$33, €30, £25) on weekdays and AUS$59 (US$40, €37, £30) at weekends. The package provides guests with access to all wet and thermal facilities and features complimentary robe hire and refreshments.

A global movement
Soak is one of many brands around the world cashing in on the boom in demand for social bathing facilities and wellness experiences rooted in human connection.

In North America, Othership’s urban bathhouse and contrast bathing concept is making a splash – and CEO Robbie Bent has shared his big ambitions to expand with Spa Business.

Meanwhile, global wellbeing brand Therme Group is set for major growth and is on track to launch its social wellness oasis to the US, Canada, the UK and South Korea.