The Bath House – Banya London brings social bathing to Belgravia

The growing global demand for sweat bathing experiences means thermal rituals and experiences are now taking centre stage in many spas.

As well as being considered a burgeoning trend, with the GWI forecasting annual growth of around 10 per cent for the sector, hot and cold contrast therapy has been an integral part of Eastern European wellness culture for centuries.

Saunas and bath houses have long been community gathering places in countries like Ukraine and Russia. Inspired to bring a part of his homeland to London’s Belgravia, Ukranian Alexander Lazarev teamed up with Yorkshireman Robert Procope to open the Bath House – Banya London in 2019.

Lazarev spoke exclusively with European Spa about why he doesn’t see social bathing as a passing trend and what comes next for the brand.

Why do you think social bathing is having such a moment?

I think it’s quite the opposite, it’s much more than just a moment. People have been bathing like this for centuries; it’s only in the last few hundred years that we stopped doing it, particularly in the UK.

The resurgence has come as people begin spending more time and money on their wellbeing – banya taps into that.

Where once they might have gone to a bar or club, we’re seeing huge growth in the popularity of thermal bathing as a way to socialise, wind down and connect.

Banya is also a refuge from the city, technology and the world outside. You can escape your phone and the news for a while – that is incredibly restorative.

Perhaps most importantly, there’s a huge appetite for community. People want to come together in spaces that are safe, welcoming and intimate; social bathing is exactly that.

Why is communal bathing so powerful?

We call it ‘Heat, Treat, Meet’. You come for banya and the benefits of hot and cold.

You combine that with invigorating treatments such as the parenie leaf ritual – an intense steam massage with oak, birch and eucalyptus leaves soaked in hot water. You top it off with screen-free social time with friends or family.

Even if you come on your own, you’ll find yourself talking to people. There’s something about the experience that disarms guests and puts them at ease. Banya is very nurturing of existing and new relationships.

Do you think this large-scale growth is a good thing?

Yes, any growth in thermal bathing has to be a positive. But it must go hand in hand with the right regulation and education, so the risks are well managed.

I can’t think of a downside. It’s a bit like going to the gym; you rarely come away from a sauna or banya session feeling worse than when you started.

We’re big supporters of SaunaAid at the Bath House. It’s a charity set up to deliver saunas to refugees. Its key spokesperson Mikkel Aaland says that sauna can save the world, and I agree.

Sauna brings huge physical and mental health benefits, but it’s also a source of community, which is incredibly valuable and has been lacking in our societies for generations.

What matters most when it comes to getting a traditional bathing offer right?

Authenticity is critical; you can’t fake it. People think parenie is just waving a few branches around in the sauna, but it’s extremely skilful and takes many years to master.

We invest in regular, ongoing training for our staff, and bring specialists over from Eastern Europe to deliver it.

Exposure to hot and cold brings certain risks – those need to be understood and managed. Neither should be approached with machismo; there is no room for competition here.

Staff need the right training to help guests understand this and listen to their body.

How are you competing with the new offerings in London?

We’re seeing a lot more competition across the spectrum, from community-based saunas to new gyms and clinics looking to capture some of the growing demand. That’s a major positive, because it’s exposing people to bathing and educating them.

We believe more and more people will ultimately gravitate towards banya because it is such a satisfying combination.

It all comes back to the ‘Heat, Treat, Meet’ philosophy: you can sweat, detox and get all the health benefits of sauna, and on top of that enjoy authentic treatments and social time.

We’re working on a new urban banya, which we hope will be the largest sauna in the UK. We’d also love to develop something outside the city, close to a river or lake. Watch this space!

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