In this episode of The Future of Consumer Marketing, host Brett interviews Gavin Jocius, Chief Digital & Marketing Officer of SAUNA HOUSE®. SAUNA HOUSE® is building the modern American bathhouse by adapting ancient wellness modalities for US consumers. Operating in a market where communal bathing culture is nascent compared to established markets like Finland, Japan, and Canada, SAUNA HOUSE® has grown from one Asheville location in 2019 to multiple corporate and franchise locations across the Southeast. Through strategic positioning against tech-bro wellness culture and creating intentional analog experiences, they're capitalizing on the convergence of loneliness epidemics, generational shifts away from alcohol, and the growing demand for digital detox experiences.