The Soak Story

SOAK was born out of a simple observation: that self-care had become something we do alone, when it should be something we do together.

Ricc, who previously founded Pasta company Stuffed, and Leo, architect and founder of Badweather studio, noticed London's sauna scene was split between backyard sheds and expensive spa days. There was nothing in between - no beautiful, accessible space designed for regular visits with friends, where heat and cold could become part of your weekly rhythm rather than an occasional luxury.

The idea came about during countless conversations about wellness, community, and the spaces that bring people together. We realised that the most restorative moments often happen not in isolation, but in the presence of others.

SOAK is our answer to this: a bathhouse movement for real-life connection. We're transforming underused spaces into design-led sanctuaries where premium sauna and cold plunge experiences come at prices that make them a habit, not a treat. These aren't spaces for solitude. They're built for socialising, for turning the ritual of self-care into something communal.

Our first venture is a sauna boat, anchored in the philosophy that wellness should be beautiful, accessible, and shared. When you visit SOAK, sinking into the heat with friends or braving the cold together, you become part of something bigger than individual wellness. You're participating in the restoration of community ritual, the kind of shared experience that makes us feel less alone in the world.

Through thoughtful design, accessible pricing, and genuine care for the experience we're creating, we're building something that we hope becomes an essential part of people's lives. We’re excited to welcome you Autumn 2025.