Banya

What Banya does

Banya operates a single-location social wellness bathhouse at 350 Route 1 BYP in Portsmouth, New Hampshire, offering 2-hour contrast therapy sessions that combine room-sized saunas, Cold Stoic 3.0 cold plunges sourced from RENU Therapy, a traditional cedar barrel hot tub, and a relaxation lounge with a mocktail bar. The facility positions itself around "social wellness," emphasizing co-gender spaces and community connection through themed nights (Women's Night on the first Wednesday, Men's Night on the second Tuesday led by Dr. BeeWell) and private group reservations for up to 45 guests including corporate, wedding, and celebration events. Capacity is 12–20 people per standard session block, with a weekly schedule weighted toward weekends and morning/evening weekday slots.

The core product surface spans multiple pricing tiers: one-time passes ($39 First Timer, $49 Single Session, $139 3-Pack, $225 5-Pack shareable), tiered monthly memberships with a 2-month minimum commitment ($139 for 4 visits, $179 for 6 visits, $199 unlimited, each including guest passes and members-only booking windows), and a Corporate Wellness Package at $1,500/month for four private sessions. Seasonal summer packages (Summer Access Pass, Extended Summer Access, Student Summer Pass) and digital gift cards round out the catalog. All booking, membership management, and capacity tracking are handled through the Momence platform across iOS, Android, and desktop.

The business is founder-owned and bootstrapped, with no disclosed external investors, funding rounds, or institutional backing. Catherine Markovsky (Founder, 25+ years in Chinese medicine and acupuncture, co-owner of FLOTE) and Taylor O'Connor (Co-Founder, former environmental engineer turned yoga instructor) lead the company. Revenue is not publicly disclosed, and the company operates as a private for-profit wellness business serving the New Hampshire seacoast region with New England as its broader served market.

Name

Banya

Legal name

Banya

Website

https://letsbanya.com

Company type

Private

Operating status

Operating

Short description

Banya is a Portsmouth, New Hampshire social wellness bathhouse offering 2-hour contrast therapy sessions (sauna, cold plunge, cedar hot tub, relaxation lounge) to individual consumers, corporate groups, and private event bookers through session passes, tiered memberships, and a $1,500/month corporate wellness package.

Ownership category

akta.pro rank

Product category

Social Wellness Services

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Amusement & Recreation Services (7900)

akta.pro industry

PRIMARYHSADAKAC

Sauna & Steam Bath Facilities

Home & Personal Services/Fitness, Wellness & Personal Training/Spa, Sauna & Recovery Services

SECONDARYHSALAFAF

Hydrotherapy & Thermal Spa Services (Sauna/Steam/Hot Tubs)

Home & Personal Services/Personal Care & Beauty Services/Spa & Body Treatment Services

SECONDARYTHAJAHAC

Spa & Massage Services (Day Spas, Massage Studios, Treatment Packages)

Travel & Hospitality/Tours, Attractions & Experiences/Wellness & Spa Experiences (Retreats, Thermal Baths, Yoga)

Keywords

• Contrast therapy wellness
• Social wellness bathhouse
• Sauna and cold plunge
• Wellness facility memberships
• Private event wellness

Headquarters

HQ city

Portsmouth

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Session Passes: One-time session purchases for individual visits. Includes single sessions at $49, First Timer intro at $39, and multi-visit packs (3-pack $139, 5-pack $225). 2-hour session included with each pass.
2. Monthly Memberships: Recurring monthly subscriptions with tiered visit allotments. 4-visit membership at $139/month, 6-visit membership at $179/month, unlimited at $199/month. All include guest passes and members-only booking windows. Minimum 2-month commitment.
3. Gift Cards: Prepaid gift cards sold in specific packages (First Timer $39, 3-Session $139, 5-Session $225) or custom dollar amounts. Digital delivery via email with optional printable template.
4. Private Group Bookings: Private venue rental for groups up to 45 guests. Corporate wellness packages at $1,500/month include 4 private 2-hour sessions. Wedding parties, bachelorette events, team retreats, and celebrations. Catering and custom packages available.
5. Seasonal Packages: Summer-specific packages (Memorial Day through Labor Day) including Summer Access Pass ($129 for 3 sessions + 1 guest pass), Extended Summer Access ($199 for 5 sessions + 2 guest passes), and Student Summer Pass ($99). Non-recurring limited availability.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels4 records

Core offering

Banya operates a social wellness bathhouse in Portsmouth, NH offering contrast therapy sessions that combine room-sized saunas, cold plunges, and a cedar barrel hot tub, complemented by a relaxation lounge with mocktail bar. The facility sells individual session passes, multi-visit packs, monthly membership subscriptions, seasonal summer packages, gift cards, and private group and corporate event rentals.

Product overview

Banya is a social wellness center offering contrast therapy experiences combining saunas, cold plunges, and cedar barrel hot tubs. The core offering consists of session-based passes (First Timer Pass, Single Session, 3-Visit Pack, 5-Visit Pack) and monthly subscription memberships (4-Visit, 6-Visit, and Unlimited tiers with varying guest pass allocations). Seasonal summer packages (Summer Access Pass, Extended Summer Access Pass, Student Summer Pass) provide time-limited alternatives. Gift cards serve as a separate gifting product. Private group reservations and corporate wellness packages expand the offering into event hosting and B2B services. All passes and memberships provide access to the same facilities including invigorating saunas, cold plunges, cedar barrel hot tub, relaxation lounge, and mocktails.

Differentiator

Problem solved

Functional benefit

Products and services

• Session Passes One-time access passes to a 2-hour contrast therapy session including the saunas, cold plunges, cedar barrel hot tub, and relaxation lounge. Tiers: First Timer intro at $39, Single Session at $49, 3-Visit Pack at $139 (non-sharable, no expiration), and 5-Visit Pack at $225 (shareable across friends, partners, or family).
• Monthly Memberships Recurring monthly subscriptions with tiered visit allotments and guest pass inclusions. 4-Visit at $139/month (1 guest pass, members-only booking windows, 2-month minimum), 6-Visit at $179/month (2 guest passes), Unlimited at $199/month (4 guest passes).
• Summer Access Passes Seasonal non-recurring packages available Memorial Day through Labor Day. Summer Access Pass ($129) includes 3 sessions plus 1 guest pass; Extended Summer Access ($199) includes 5 sessions plus 2 guest passes; Student Summer Pass ($99) requires a valid .edu email or student ID and includes a $10 guest discount.
• Gift Cards Prepaid digital gift cards available in preset packages matching the First Timer ($39), 3-Session ($139), and 5-Session ($225) pass tiers, or in custom dollar amounts. Delivered by email with an optional printable template.
• Private Group Reservations Private 2-hour bookings for up to 45 guests with a dedicated host, themed music, herbal teas, and optional add-ons such as catering, yoga, or guided meditation. Used for birthday celebrations, bachelor and bachelorette parties, wedding parties, and family gatherings.
• Corporate Wellness Package Monthly subscription at $1,500/month for local businesses, providing four private 2-hour sessions per month, priority booking, brand visibility at the venue, and exclusive employee discounts on additional visits.

Quantifiable outcome

• Employees who regularly engage in wellness activities are 21% more productive and 41% less likely to call out sick

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• MomencecoreTechnology or IntegrationBooking and reservation platform partner. Momence handles session scheduling, pass management, capacity tracking, and customer accounts. Available as mobile app (iOS/Android) and desktop. Integral to booking workflow.
• RENU Therapy (Cold Stoic 3.0)coreTechnology or IntegrationProvider of cold plunge equipment. Cold Stoic 3.0 plunges feature continuous circulation, dual filtration, and ozone sanitization. Equipment enables the cold therapy component of contrast therapy experience.
• Wedding Planners, Florists, Hair/Makeup Artists, Bakeries, PhotographersminorStrategic or Co-development PartnerLocal vendor network for bundled Wellness Party Packages for wedding parties and celebrations. Partnerships enable customized event experiences with multiple service providers.
• Dr. BeeWellminorStrategic or Co-development PartnerLeads dedicated Men's Night events on second Tuesday of each month. Sessions designed as supportive space for men to relax, reset, and connect through sauna, cold plunge, and guided wellness practices.
• FLOTEminorStrategic or Co-development PartnerWellness club specializing in alternative therapies (floatation tanks, infrared sauna, massage). Co-owned by Banya founder Catherine Markovsky. Shared wellness philosophy and cross-promotion opportunities.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Remedy Place: Social wellness club operating contrast therapy (sauna, plunge, hot/cold amenities) with a membership model and corporate offerings. Directly comparable to Banya in revenue model (memberships + sessions), customer base (wellness-focused urban professionals), and experience mix.
• Othership: New York-based social wellness bathhouse offering sauna, cold plunge, and community-driven contrast therapy experiences. Closest direct peer to Banya in concept (social bathhouse), target customer (urban wellness seekers), and product mix (sauna + cold plunge + lounge).
• Bathhouse: NYC-based social bathhouse concept offering sauna, steam, cold plunge, and curated communal wellness experiences. Highly comparable to Banya in target demographic, membership-driven GTM, and design-forward positioning around ritualized bathing.

Emerging players

• Shape House: Wellness studio offering sweat-based experiences (infrared sauna) with a strong social/community positioning and membership model. Overlaps with Banya in targeting wellness-conscious urban consumers seeking community-anchored recovery experiences.
• Halsa: Boutique wellness studio combining sauna, cold therapy, and fitness programming in a social environment. Comparable to Banya in service mix and emphasis on community-led contrast therapy, but typically operates as a multi-modality studio rather than a dedicated bathhouse.
• SweatTent: Sauna and cold-plunge studio concept offering contrast therapy in a social format. Comparable to Banya in core modality (sauna + cold plunge) and target customer (wellness-curious consumers), though typically at smaller standalone sites rather than full bathhouse environments.

Broad incumbents

• Aire Ancient Baths: Established, multi-location luxury bath house operator with sites across the U.S. and Europe. Comparable thermal/spa service offering to Banya but operates at a higher price point, more upscale positioning, and broader portfolio of locations.

Regional players

• Thermea: Canadian nordic spa chain offering outdoor thermal baths, saunas, and cold-plunge circuits in a communal setting. Comparable to Banya in service design and community-anchored thermal spa model, but primarily serves Canadian markets rather than the U.S. seacoast.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Banya