Social spa Alchemy Springs will reveal new bathing facilities in San Francisco at the start of Q4 this year.

The new facilities, measuring 790sq m, will include a high heat meditation sauna, a steamroom, an infrared recovery greenhouse, communal hot soaking tub, communal cold plunge, infrared thermal lounge, reception and locker rooms. There will also be experiential wellness treatments on offer.

This space will complement the Alchemy Sauna Garden, which opened in June 2024 with an outdoor event sauna, cold plunge pools and outdoor showers.

The sauna garden operates at 30 per cent of its planned capacity and is only open 20 hours per week, but it has been profitable from the start – with 90 per cent of its growth driven by word of mouth.

The full site occupies 1,347sq m in the city’s Lower Nob Hill neighbourhood and pays homage to the Sutro Baths that were built on the oceanfront in 1894 but were closed and then burnt down in 1966.

Architect Olle Lundberg and Lundberg Design have worked to create a modern indoor-outdoor version of the Sutro Baths in a renovated masonry and timber warehouse. Consultant Mia Kyricos is acting as an advisor on the project.

Alchemy has a further 557sq m of facilities planned, to activate the entire site and make it a timeless communal space. There isn't a timeline for this part of the development yet, but it will include a social club with a tea lounge, movement studio and an art gallery.

A ‘fourth place’

Alchemy Springs is designed to be an analogue social wellness experience, establishing a ‘fourth place’ environment – one which fosters community-building beyond traditional transactional venues such as home, work, cafes or gyms.

Identifying the need for solutions to a loneliness trend and increasing desire for unplugged human connection, the holistic hub will host live music, comedy nights, art exhibitions, film screenings and wellness events.

"San Francisco was hit harder than most urban centers during the pandemic, but we're witnessing a powerful revival," said Anne Cannady, CEO and co-founder of Alchemy Springs. "People aren't just returning to the city, they're seeking new ways to connect that go beyond screens and surface-level interactions. Our bathhouse offers a ‘fourth place’ where wellness, culture, and community converge."

The concept

Alchemy Springs is replacing the traditional treatment-based spa model with self-directed thermal experiences, social programming and community.

The concept is a high-margin amenity-driven model with revenue streams such as day passes, perk-based memberships, tech-enhanced wellness treatments, grab-and-go food and beverage options, venue buyouts, events, a tea lounge and retail experiences.

According to Alchemy Springs, the concept optimises the space and margins with fewer staff and a highly engaged customer base.

Expansion plans

The company plans to open 10 flagship locations in key US cities over the next decade, each designed to serve as a community anchor for the next generation of social spaces.

Alchemy Springs’ holding company Alchemy Group is currently raising US$2 million to fund its expansion in San Francisco and other West Coast markets.