Thermen Resortsa family business with six spa resorts in the Netherlandshas transformed the aufguss concept into a unique and memorable experience for their visitors. Since they started offering these sessions in 2006, they have revolutionised their practice with a sauna masters training programme launched in 2013. Currently, have a team of 60 professionals dedicated to this practice, which has allowed them not only to stand out, but also to host internationally renowned events, such as the Aufguss World Championship 2024 at its headquarters in Bussloo, where they inaugurated a state-of-the-art event sauna with a capacity of 200 people and an investment of 2 million euros.
In an exclusive interview, the CEO of Thermen Resorts, Fabian Dolman, tells us how they have perfected the aufguss and how other spa operators could successfully incorporate this concept.
What kind of aufguss sessions do you offer at Thermen Bussloo?
At Thermen Bussloo we have more than 20 saunas, where we perform 36 aufguss rituals per day. We offer three types of sessions, with a duration of up to 15 minutes:
- TraditionalThey incorporate the use of towels, aromas and temperatures up to 100 °C.
- ZenRituals focused on mindfulness practices, such as meditation, sound baths and breathing exercises.
- Show aufgussSessions that combine elements of the performing arts to offer a powerful visual and sensory experience.
What makes aufguss so attractive?
The aufguss sessions manage to fully capture the attention of the attendees, who usually stay for the full 15 minutes. Older guests prefer the traditional sessions, while those seeking health benefits or personal development opt for the zen rituals. On the other hand, "experience guests" are attracted to aufguss shows.
From a business point of view, what are the benefits of these sessions?
The demand for aufguss has led us to grow from seven saunas in 2006 to more than 20 today. We receive between 500 and 600 customers a day, and up to 70 % of them participate in at least one aufguss session, some exclusively for the experience. These sessions create emotional bonds with customers, fostering loyalty.
Do you charge an additional cost for these experiences?
Initially, we offered the sessions for free to add value to the experience and encourage repeat visits. Today, we continue to offer short sessions free of charge, but we charge for longer experiences, such as a 60-minute ritual in our Latvian pirt sauna, which costs €14.95.
A day pass to Bussloo costs €50, while special events such as the Aufguss World Championship cost €100, including access to five of the 16 sessions.
Can any spa implement aufguss sessions?
Yes, even in a small sauna for up to 18 people, but it is essential to have the right equipment.
What basic equipment is needed?
It is essential that the sauna stones and brazier are of high quality to withstand the water, ice and aromas used. Special buckets, spoons and towels are also needed for the practice.
What additional features can enhance the experience?
For show aufguss sessions, the incorporation of theatrical ceiling lighting or digital systems to control music, sounds and lighting effects can be considered.
What kind of training do sauna masters need?
Since 2013, we have been offering a three-day training programme based on the guidelines of the Sauna Federation of the Netherlands. This includes the handling of ovens, oils, ice balls and water, as well as the importance of ensuring the comfort of the attendees. We also implemented a mentoring system for new professionals.
How is interest in aufguss maintained?
aufguss performers are naturally innovative. While we maintain quality standards through our training programme, we give them creative freedom to develop new experiences every year, surprising and delighting customers to guarantee their return.
Thermen Resorts has demonstrated how aufguss can transform a spa's offering, not only enhancing the customer experience, but also building loyalty and attracting a diverse audience in search of wellness and entertainment.
