In this conversational segment, Sam Parr and Speaker A explore emerging status symbols among affluent individuals. They discuss the growing practice of splitting time between multiple cities—maintaining several homes or Airbnb rentals to follow seasonal preferences—suggesting this lifestyle will become more common as remote work and wealth enable flexible living. The dialogue then shifts to health‑focused luxury, highlighting the surge in home saunas and cold‑plunge tubs as a coveted wellness upgrade. They examine two innovative sauna offerings: We Are Florence, a compact, plug‑in sauna designed for single‑person use with a sleek modern aesthetic, and Ancient Ritual, a “Peloton‑for‑sauna” concept that combines guided meditation, soundscapes, and scents to create a curated experience. Both participants view these products as early‑stage but potentially transformative, likening the future ubiquity of home saunas and cold plunges to the current prevalence of residential swimming pools. The conversation blends personal anecdotes, product descriptions, and speculative market forecasts, illustrating how health‑centric amenities are evolving into mainstream status symbols for the wealthy.
Chapters
What else could be kind of a status symbol? I think I have a couple.
Yeah, I think like the splitting time thing between cities. Um, it's still expensive, but it's one place. It's still expensive, but it's not prohibitively expensive. Um, so like I think that that's going to be, uh, far more common. I'm doing it now and I realize I'm like in a fortunate situation, but I think that it's far more, uh, accommodating than ever before. Uh, so I think that like that part-time living and splitting time between cities is going to be quite common. Um, I don't know what else.
Yeah, I think that's a, that's actually a great one. Uh, it's sort of like if you look at what do our, what do our rich friends do now that's not common, and then that's just gonna become like, like more people are gonna do that thing. So like, you know, like you're talking about having a few either Airbnbs or like having 3 homes and just shift like throughout the year, just shifting based on where you wanna be in whatever season you wanna be in and not having like a hometown. Um, I think it's more of a thing.
Here's one, and you're getting into it now. I've been into it for a minute as well, which is, did you see? So I—
fitness?
Well, kinda. I tweeted out asking people to see, to say like, what would— like, I— so I'm, I'm, I'm building this house. Um, and I'm like, how would you optimize it for longevity, health, and fitness? And I got so many amazing replies. And the most consistent one was cold plunge and sauna. So many people are interested in that, and I think that that's a much bigger trend than I ever thought. So I think having home saunas and home cold tubs, that is something that's going to be— that's— I think we're still in the early stages of that. I never would have thought that that was going to be a thing.
Uh, yeah, that's the— I just bought a sauna, by the way, like 2 days ago.
I know, I saw you— what's his name, Andrew, said like, don't do infrared, and you're like, uh, but I bought an infrared, is that still okay?
Yeah. Uh, by the way, there's a sick company, so check this out.
Is it, uh, David— David's company?
Florence, have you seen this?
This guy just DM'd me who I'm friends with. He spoke at HustleCon. He goes, hey, I just met with Sean about my sauna business, and I said this guy, yeah, and he said that you also like this type of stuff.
Have you, um, did you go look at it? Did you see it?
That's sick. Uh, he just, he DM'd me a video. When you want to explain what it was?
So basically, uh, uh, floor, so there's two that, that got, um, that got, uh, that got kind of like highlighted here. Um, where are you at? The URL is We Are Florence.
Um, how do you spell Florence? Uh, F-L-O-R-E-N-S. F-L-O-R-E-N-S. Okay.
Um, okay. So basically We Are Florence, uh, so basically what he's done is he's built a, in a custom kind of like new version of in-home sauna. It plugs into a normal, normal outlet, which when I was looking up saunas, that was like one big thing. It's like, You have to, I don't wanna have to get an electrician out here to handle the power of the sauna. It's like small enough where it fits in. Uh, it's like a great, like, like it's, uh, it's like made for like, you know, one person. It could fit easily. Then there's a super nice, like super clean design. So like most saunas kind of look like this kind of same cabin looking feel. This looks like it fits in like a modern home. It's like very slick looking. Um, and so he is building this thing and he showed me one. He's got it. Uh, I'm gonna go visit him. He's got one down here not too far from where I live.
That's in the video.
So then there's one in the, then there's one in the Presidio called Ancient Ritual. Have you seen this one or have you heard of this one?
That's the one I saw. Ancient Ritual.
So ancient, so there's two. So Ancient Ritual is the other one that people are kind of hyping up. And I think that one is like almost like Peloton for a sauna. So you get in, normally when you get into a sauna, you're like on your own. It's like, dude, here, go sit in this, this hot box and like think, or, you know, talk to the naked guy next to you. Like, I don't know, like do whatever you wanna do. I think what Ancient— I don't know exactly what Ancient Ritual's doing, but I think what they're doing is it's sort of like a guided meditation. They have sounds, they have scents, they have like, uh, they'll talk you through like what to, what to like, it's like a, it's like Calm or like Headspace like meets a sauna. Uh, that's my like prediction. They, they're a little bit, they're very stealthy. There's like nothing on the website, but that's my, my understanding of it just from, uh, figuring it out.
Dude, the Florence thing is amazing.
Yeah. So I, I'm really excited about both of these. I don't think either of these is like, you know, mega huge business, But I think it's— it, I think it could definitely be a really healthy business. Um, and it might be one of those that surprises you. Maybe there's bigger demand. Maybe this is— maybe this ends up like pools, right? Like, I think, um, our, our buddies are in the— they bought a pool construction company. He was telling me something like, you know, um, like some absurd percentage of, of homes, like, uh, 50% of homes or whatever in, in areas that can host a pool, like, will get a pool in, in the suburbs. And, um, And it's like a, you know, it's, or it's, that's not the exact percentage, but it's like, it's a $50,000 average ticket. It's the number one, like, kind of like optional upgrade to a house that, that happens. And, and so, you know, those companies are doing really well, pool construction companies. And so maybe if you fast forward 10 years down the road, sauna and cold plunge is gonna be as common as swimming pool is in America. Like, I could, I could see a world where that's the case.
I definitely could too. So I'll have to remember exactly what these— the, the study says. But there's a— there was a very reputable and famous study and it said two interesting things. The first thing that it said was if you sauna for two 20-minute sessions a week, it decreases the likelihood of cardiovascular disease by something like 30 or 40%, a massive number. Then it said if you sauna for three 20-minute sessions, a week, it's gonna decrease it by like 60%. Like, it's like the numbers are like astronomical just from 2 to 3, let alone 0 to 2. And so sauna's like, uh, I, I, I, the, what, the way it works is basically like when your body heats up that much, um, I guess it stresses it and that's, that's a really healthy and good stress. And, uh, anyway, it's pretty sick. I'm all about that.
