Thermen Resorts, a family-run business, has six spa resorts across The Netherlands. It started offering aufguss sessions in 2006, but in 2013, it launched a training programme for sauna masters to take this offering to the next level.
Today, the group has 60 members of staff dedicated to this entertaining heat experience and recently its site in Bussloo hosted the 2024 Aufguss World Championships (Aufguss WM) in a newly built €2 million (US$2.2 million, £1.7 million) state-of-the-art event sauna which can fit up to 200 people.
On p66 we reveal more about the championships, while in this article, Thermen Resorts CEO, Fabian Dolman, tells Cassandra Cavanah how other operators could introduce a successful aufguss programme.
What sort of aufguss sessions do you offer?
At Thermen Bussloo, we have more than 20 saunas with aufguss masters leading 36 rituals a day.
We offer three types of aufguss sessions lasting up to 15 minutes. Traditional offerings incorporate towel wafting, aromas and temperatures of up to 100˚C and ritual (zen) experiences that include mindful practices such as meditation, sound baths and breathwork. The third type of session is a show aufguss that’s based on performing arts.
What makes aufguss so appealing?
Sometimes guests don’t sit in a sauna for long because they aren’t engaged, but in an aufguss experience, you’re thoroughly entertained and likely to stay for the full 15 minutes. We find older people are drawn to the more traditional sessions and those seeking health benefits of personal development prefer the zen rituals. The third type of customer, who we call the ‘experience guest’, seeks out the show aufguss sessions.
What do the sessions bring to the table from a business point of view?
In 2006, we had just seven saunas at Thermen Bussloo, but today, we have over 20 as we saw the demand for aufguss grow. We have the capacity for 500-600 guests a day and up to 70 per cent of our customers try an aufguss session – some even come primarily for them.
These unique emotional and spiritual experiences are great for creating loyal customers.
Do you charge for aufguss experiences?
Initially, we offered them for free to create value-added, memorable experiences to drive repeat business. Today, we still offer complimentary, shorter taster sessions but charge for longer experiences such as a 60-minute ritual in our Latvian pirt, which costs €14.95 (US$16.23, £12.58).
We charge €50 (US$54, £42) for a spa day pass at Bussloo. Many of our competitors offer lower entry fees but then charge for each ritual. That’s not our model.
For special events like Aufguss WM, we charge €100 (US$109, £83) for the day and give guests access to five out of 16 sessions. The competition drew in approximately 500 people per day to our property.
Can any spa with a sauna introduce aufguss sessions?
Yes – our smallest sauna fits 18 people. However, you must ensure you have the right equipment.
What basic equipment do you need?
The sauna stones and stove must be of a high enough quality to handle the excess water, ice and aromas in aufguss sessions. Poor quality stones won’t hold the heat well and will need replacing often. If the stove’s heating elements aren’t protected from water, you’ll have problems. If the essential oils aren’t 100 per cent natural, they may burn off harmful chemicals.
Basic equipment includes a bucket for water, a spoon and towels to wave.
What nice-have features might you add?
If you’re ready to operate a true show aufguss, you might think about embedding theatrical lighting into the ceiling or adding a digital multiplex system for controlling sounds, music and lighting. All of which will need to be protected from the heat.
What staff training is required?
In 2013, we introduced a three-day programme for our sauna masters and we’ve grown our aufguss team to 60 members of staff across six sites.
The programme is based on training outlined by the Sauna Federation of The Netherlands. It covers the basics: how to use the stove, oils, ice balls and water. And, importantly, how to gauge guests’ comfort levels (ensuring it’s not too hot, etc).
We’ve created a buddy system for those new to the profession, while waving techniques are a skill that’s perfected over years of practice.
How do you sustain people’s interest in aufguss?
Aufguss performers are naturally very innovative. One mistake I’ve seen a spa director make is to try to control the shows to ensure standards are met and it’s a fine balance. We have a team that maintains the quality of aufguss covered in the training as this is essential for repeat business, but at the same time, we don’t try to mould our aufguss masters because they need space to be creative – to develop something new each year to delight our guests and keep them coming back for more.
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