A New RITUAL Is Beginning
Why we're bringing a Finnish sauna and cold plunge club to Gainesville.
I want to tell you something I don't talk about much.
In 2023 I was diagnosed with lupus, an autoimmune condition. It reorganized how I think about my health, my time, and what actually matters. I've done a lot to heal since then, and contrast therapy has been one of the most important pieces of that process. Not a nice-to-have luxury, but an integral component of my healing.
Along the way, something I didn't expect happened. In saunas across the country, I found people. A community of people quietly healing, recovering, showing up for themselves. That part surprised me as much as the physical benefits did.
In saunas across the country, I found people.
I wanted to bring it home to Gainesville.
I'll be honest. Selfishly, I first thought about just building one at my house. But I kept thinking about the people I know who are dealing with their own stuff, who could benefit the way I have. It felt wrong to keep it to myself.
The science is real: reduced dementia risk, heart health, recovery, and a long list of other benefits. But the bigger reason is simpler than that. I know what this has done for me, and I want it here, for us.
That's RITUAL. A Finnish sauna and cold plunge social wellness club, opening November 20 at 4136 NW 16th Blvd, right alongside APEX and yoga pod NW. See the experience.
If you're already part of this community, we built founding rates so you can add RITUAL to the membership you already have. They're limited to 150, and we want you to have one. See founding rates and member upgrades.
A few thank-yous.
None of this happened alone. To my wife Rae, thank you for getting behind this. She's the engine of this whole wellness collective we're building. To Dan, my sauna wingman, for backing this growth. And to our team, for being so gracious and generous with their willingness to go do new, cool things.
We built this for everyone. It's a rare chance to connect more deeply. I hope you'll be part of it from the start.
If you ever have a question or just want to talk it through, send us a note or call (352) 554-4585.
Alex and the RITUAL team