Why 'Viking wellness' is having a moment

This year's fast-growing spa trend isn't about pampering and relaxation: it's about contrast therapy and elemental experiences. Enter the brave world of Viking wellness.

My body pulses with heat as I step out of the sauna and join the others clustered by a grey sea sloshing with icy slush. On this cold February afternoon, we are moving between extremes: a blast of dry heat scented with camomile, lavender and mint, followed by a freezing plunge in the sea.

Gripping an ice-encrusted metal ladder, I wait my turn and lower myself into a hole cut in the ice. I feel my whole body relax, and my mind becomes calm. For the rest of the day, I feel energised, braver, stronger. It's an addictive sensation. 

I'm hardly the first to discover the benefits of this practice. Across northern Europe, alternating between heat and cold – often referred to as "contrast therapy" – has long been part of daily life. But in recent years these traditions have begun spreading far beyond the North Atlantic. Conde Nast Traveller even named "Viking wellness" one of its trends of 2026, citing rising interest in elemental bathing rituals rooted in Nordic cultures.

"Sweat culture is on the rise," says Sonal Uberoi, wellness expert and founder of hospitality consultancy Spa Balance. "It's certainly a trend, and it's one that's gaining momentum."

Broadly defined, the Viking wellness experience centres on saunas and cold immersion, often paired with nature-based practices such as barefoot walking, sea swimming, forest bathing or outdoor "forest gyms". Many experiences also incorporate Nordic-style communal dining or cooking over an open fire, bringing an element of social connection to the ritual.

Beards and bulging biceps are optional, however: the "Viking" reference loosely nods to the practice's Nordic origins – though sometimes it can take a certain courage to participate.

For Uberoi, the appeal reflects a broader cultural shift. "It's connected to a rise in interest in mental and physical health among younger generations, a need for social connection in an increasingly digital world and a rise in subscription-based wellness models," she said. 

These models, she explains, are taking wellness from a one-off experience such as a massage to an ongoing lifestyle choice. "People are tired of 'doing' wellness," she adds. "They just want to be well."

Ancient rituals, modern appeal

Sauna traditions are deeply embedded across the region, particularly in Finland, where most households have access to a sauna and weekly use is commonplace. Across Scandinavia, winter sea swimming clubs meet regularly along icy coastlines. In Iceland, arguably the birthplace of the Viking spa movement, hot and cold immersion is a national pastime with deep historical roots. For centuries, Icelanders have bathed in naturally heated geothermal pools scattered across the volcanic landscape.

But as Helga María Albertsdóttir, managing director of........

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