Inside BATHHOUSE with Co-Founder Travis Talmadge: Aufguss and the Future of American Sauna Culture

We’re taking a quick break from our Celtic bathing series to head back to New York City for a conversation about the future of American sauna culture.This episode features Travis Talmadge, co-founder of BATHHOUSE and a decorated Aufguss master. We talk about building a category-defining wellness brand, the rise of communal bathing in the US, and how Aufguss is shaping modern sauna culture.We also dive into Travis’s personal approach to ritual, hospitality, and his vision for expanding Aufguss across America.This conversation comes just ahead of the 2026 US Aufguss National Competition at BATHHOUSE in NYC. And this year, I’ll be returning not as a spectator, but as a competitor.If you’ve been curious about the evolution of sauna culture in America, this episode is for you.Photos courtesy of Adrian Gaut and Emily Andrews.This episode was edited by Lila Woodbridge.Badii Talk is going LIVE! Introducing live virtual conversations on the business, culture, and ritual of the thermal bathing & sauna world.Join us on June 3rd at 6pm ET for a live webinar dedicated to building a content strategy for your business. Content is one of the most powerful tools for growing a modern wellness business. But it can also feel overwhelming and time consuming. In this session, we’ll break down how to approach content more strategically, so it actually supports your business without feeling like another cumbersome task on your do list. Learn more on our website, here. Paid Badii Talk Substack subscribers receive a discount off all Badii Talk Live sessions. Check out this post for the code. 💧Badii Talk has a Substack! Join us where wellness meets travel. We explore global bathing traditions, sauna rituals, and spa culture through the lens of place and community.💙⁠ ⁠Subscribe⁠⁠ today and support an independently produced and funded podcast. The sauna and bathing industry in the US and UK is growing fast. Where there’s growth, money and big companies will follow. If you want to see a bathing culture that isn’t just led by the folks with the most cash, support a platform that is run from a grassroots level. A platform that can authentically prioritize a respect for culture, science, and community. Badii offers passionate and curious bathers and spa-goers access to news, education, and recommendations about global bathing culture. Explore more bathing culture:Website:⁠ www.badii.life⁠Instagram:⁠ @badii.life