Lore Opens New 'Bathing Club' Location In NoHo: See Photos

NEW YORK CITY — A new thermal bathing club offering saunas, cold plunges and social wellness spaces has opened in NoHo this week.

Lore, a new wellness destination at 676 Broadway, spans 6,200 square feet across two floors. The bathing club aims to bring together contrast therapy, sensory atmosphere, and a more social approach to bathing in a setting shaped by ritual and repetition.

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The club includes a 700-square-foot dry sauna, a 46-degree cold plunge, an infrared sauna, and spaces designed to support both quiet individual use and conversation.

“While it’s been around for millennia, science now confirms what tradition always knew: regular sauna and cold water immersion sessions enrich health. The key isn’t longer
sessions but greater frequency," James O’Reilly, co-founder, Lore told Patch.

"This insight inspired Lore, a neighborhood bathing club designed for those committed to a regular practice. By offering memberships, we can deliver unmatched value for those dedicated to consistent bathing.”

Heading into summer, the club wants to offer a different kind of city experience, one centered on ritual, social recovery, and return.

"Living in the city, it’s easy to become disconnected from ourselves. Lore is designed to be a place to reconnect. In the heat, everything softens, and it is easier to listen. And in the cold, everything sharpens, allowing you to surrender and overcome.” Adam Elzer, co-founder, Lore, told Patch.