Wellness brand Bathhouse is opening a major new location on Atlantic Avenue in Brooklyn, continuing its expansion across New York City as demand grows for social wellness, recovery-focused fitness, and experiential bathing concepts.
The new facility, opening May 16, spans 32,000 square feet, including 27,000 square feet indoors and an additional 5,000 square feet of outdoor space. Located at 540 Atlantic Avenue, the site places Bathhouse at the crossroads of several fast-growing Brooklyn neighborhoods and expands the company’s presence beyond its original Williamsburg location and Manhattan outpost in Flatiron.
Co-founder Jason Goodman said the company selected Atlantic Avenue because of its central location and neighborhood energy.
“Atlantic Avenue sits at the intersection of four of Brooklyn’s most vibrant neighborhoods,” Goodman said. “This location feels like stepping into another world but also truly local.”
The opening reflects broader growth across the wellness and recovery sector, where bathhouse-style concepts, contrast therapy, cold plunges, saunas, and communal wellness spaces have evolved from niche luxury offerings into mainstream urban lifestyle experiences.
Bathhouse has positioned itself differently from traditional spas, emphasizing recovery, circulation, and sensory activation over passive relaxation — what the company often describes as an “anti-spa” approach.
The Atlantic Avenue location includes four pools, including three indoor thermal pools and one outdoor pool, as well as multiple thermal rooms featuring saunas and steam facilities. An additional outdoor sauna is planned for the summer.
The company’s programming centers around contrast therapy, where guests intentionally move between hot and cold environments to stimulate circulation, recovery, and physiological response.
“Bathhouses are not about passive relaxation,” the company said. “They are about sensation, circulation, and state change.”
The design of the new facility was handled internally by Bathhouse’s own creative and architectural team, building on the visual and experiential concepts developed at its Williamsburg and Flatiron locations.
Co-founder Travis Talmadge said the space was intentionally designed to create a psychological transition from the outside city environment into a slower, more immersive sensory experience.
“Guests move through a sequence of spaces designed to slow perception and heighten awareness,” Talmadge said.
The opening underscores the growing overlap between hospitality, fitness, wellness, and social experience sectors. Urban bathhouse concepts have gained traction particularly in New York, Los Angeles, and Miami as consumers increasingly prioritize recovery, stress reduction, and communal wellness experiences.
Unlike traditional day spas focused primarily on luxury treatments, newer bathhouse brands often market themselves around performance, mental reset, athletic recovery, and ritualized social interaction.
Since launching its Williamsburg flagship in 2019, Bathhouse has become one of the more recognizable brands within New York’s expanding wellness landscape, attracting a mix of fitness-oriented consumers, hospitality audiences, and wellness-focused urban professionals.
The Atlantic Avenue expansion signals continued confidence in demand for destination-style wellness environments that combine physical recovery, social engagement, and immersive design experiences within dense urban neighborhoods.