A new trend in the global spa industry is no longer associated with classic relaxation or luxurious massages. More and more wellness centers are promoting what is called “Viking wellness,” a practice that combines the extreme heat of a sauna with immersion in very cold water.
This ritual, known as “contrast therapy,” involves alternating between high temperatures in a sauna and immersion in icy water in the sea, lake, or cold pools. For many people, the experience is a shock to the body, but also a strong feeling of energy and mental calm.
The practice has been part of Nordic tradition for centuries. In Finland, most families have saunas at home, and using them weekly is a common ritual. In Scandinavia, winter swimming clubs regularly gather along icy shores, while in Iceland, bathing in geothermal pools has been a way to warm up and wash down for centuries.
According to Helga María Albertsdóttir, manager of the Sky Lagoon spa in Reykjavik, this tradition did not arise as a luxury, but as a necessity to survive in a harsh climate. The islanders used geothermal springs to warm themselves and cleanse their bodies, creating over time a unique culture of hot baths and cold water plunges.
Today, many Nordic spas have turned this practice into a full-fledged wellness experience. Visitors move from warm geothermal pools to cold plunges, then to saunas, steam rooms and sea salt treatments. This experience is often accompanied by outdoor activities such as forest walks, winter sea swimming, outdoor gym workouts or communal meals by the fire.
Wellness experts say the popularity of this ritual is tied to a growing interest in physical and mental health, as well as the need for social connections in an increasingly digital world. Instead of sporadic spa treatments, many people are seeing the practice as a way of life.
