Minus started with one person, endurance sport, and a search for a better way to recover.

What began as using sauna and cold water as part of training gradually became something much more than that. The more time spent in saunas, the more obvious it became that the appeal wasn’t simply the physical benefits. It was the feeling of stepping away from everything else for a while.

And then there was the culture.

Sauna has a long history in Scandinavia, particularly in Finland, where it is less about optimisation or performance and much more simply a part of everyday life. A place to slow down, spend time with other people, talk, be quiet, sweat, cool off and do very little at all.

That culture was hard to ignore.

Time spent travelling through Scandinavia brought a deeper appreciation for what sauna could be when it wasn’t treated as a treatment, a training tool or something you had to do “properly”. It was just there. Accessible to everyone and woven into everyday life.

We wanted to bring some of that feeling home.

Not a gym. Not a spa. Not a clinical recovery centre.

Something simpler.

A place where sauna, löyly, and cold water are at the centre, but where the experience is just as much about the people you’re with, the conversations you have and the time you spend doing very little.

Löyly is the Finnish word for the steam and heat created when water is thrown onto the sauna stones. But it means more than that. It’s the feeling of the sauna coming alive - the heat, the atmosphere and the shared experience. It’s a small part of the culture that inspired us, and something we wanted to bring with us.

That became Minus.

A space built around heat, cold, conversation and the culture that surrounds them. A place you can come on your own, bring a friend, recover from training, unwind after work or simply spend an hour somewhere that feels a little removed from everything else.

We’ve tried to keep the experience uncomplicated. Natural materials, warm light, good music, serious sauna, cold water and somewhere comfortable to sit afterwards. Not trying to be lots of things, but focused on one thing, done thoughtfully and with consideration about every detail.

There’s no right way to use Minus.

You don’t need to be an athlete. You don’t need to know anything about contrast therapy. You don’t need a complicated routine.

You can simply take your time and find what works for you.

Minus the noise.

Minus the distractions.

Minus the pressure.