Imagine stepping into a traditional Finnish sauna, the steam from water thrown onto heated rocks seeping into your skin. You rest in the sauna, set at around 180 degrees, for about 10 to 15 minutes – both your mind and muscles unwinding.
Next, you rinse yourself under the warm water of a bucket shower, gradually cooling yourself off, before taking a cold plunge.
As you immerse yourself in the chilly water, you may initially grit your teeth as a tingling, numbing sensation travels throughout your body.
But as you acclimate to the cold, your mind stills.
You focus on your breathing and the present moment.
Your soul and energy reset, reconnecting with your physical self.
You soak in the cold plunge pool for maybe a handful of minutes. Afterward, you get out and relax in a lounge chair for a few moments while sipping on tea or filling up on electrolytes.
Then you do it all over again.
Welcome to PLUNJ Loveland, Northern Colorado’s first Nordic-style bathhouse. This premium contrast therapy space is expected to arrive at Loveland Yards in February 2026.
“Our values as a brand are community, accessibility, and cleanliness,” Jackie Moody, the owner and operator of PLUNJ Loveland, shares. “Community, in my mind, is our top value. We really want to create a space where you can meet new people, and you also can embrace time with people you already know.”
PLUNJ Loveland is part of a franchise that sticks true to the Nordic rituals of contrast therapy and the hot/cold/rest/repeat cycles.
As a company, PLUNJ stresses the Nordic concepts of sisu and lagom. Sisu is a Finnish term that translates to grit or resilience, but PLUNJ defines it as the extraordinary willpower to dive in despite overwhelming adversity. Lagom is a Swedish term that means not too much, not too little – just the right amount. In essence, it’s a matter of finding harmony and living in moderation.
Equipped with two suites, PLUNJ Loveland provides a cultural experience and a communal space for guests to connect and rejuvenate.
Each suite houses a traditional Finnish sauna, an in-ground cold plunge pool, a bucket shower, and a rest area with lounge chairs. The suites can each fit between eight to 10 people.
The cold plunge pools will be extensively filtered and treated with ozone and chlorine. PLUNJ Loveland also will offer a larger community space that can be used either before or after the hot/cold/rest/repeat sessions – giving patrons a chance to connect. The space can be utilized for a wide range of activities, from yoga sessions to business meetings. PLUNJ Loveland, an ADA-compliant facility, will have lockers and private changing rooms and bathrooms as well.
The 3,000-square foot bathhouse, located at 5644 McWhinney Blvd., doesn’t just offer a sanctuary for physical and mental revitalization, but also a welcoming environment for customers. With a strong emphasis on hospitality, bathhouse hosts will provide complimentary electrolytes, teas, and cold towels to visitors along with engaging conversation – all for the sake of helping guests feel better than when they arrived.
“Ultimately, I feel like a lot of people focus on nutrition, a lot of people focus on fitness,” Jackie says. “And there isn’t a lot of focus on more of the recovery aspect of health and wellness, both physical recovery and mental health recovery.”
Jackie notes a long laundry list of benefits of contrast therapy, including reducing anxiety and depression, boosting dopamine, reducing inflammation and tissue congestion, decreasing swelling, improving sleep quality, removing toxins, increasing metabolism, lifting mood and energy, enhancing joint mobility, and more.
“You have to kind of slow down to go faster, right?” Jackie reflects. “You have to take the time to connect with yourself, connect with the energy, refill your cup….You really have to take a minute to slow down and consider what really is health and wellness to you.”
She adds, “Taking that time and just pausing and finding that presence I think is really, really important.”
Jackie herself intentionally makes time in her week to pause. She and her husband, Bobby Wise, regularly practice contrast therapy at home with their basement sauna and backyard cold plunge. They aim to complete the hot/cold/rest/repeat sessions two to four times a week throughout the months. However, for the month of January, they do the sauna and cold plunge routine every day.
“We hope people will give us a try and just experience this for themselves,” Jackie comments about PLUNJ Loveland. “We’re really excited to open this business for the community aspect…. I think it’s a special experience, and I think sharing it with others makes it even more special.”
Once its doors open, PLUNJ Loveland will offer a mix of options for customers to accommodate various budgets, including two different levels of memberships, a 5-visit punch card, guest passes, and a drop-in rate.
To learn more about PLUNJ Loveland, you can visit loveland.plunj.co/coming-soon or https://www.plunj.co/ or email loveland@plunj.co.
“Making time for your health and wellness isn’t selfish. It’s how you reset and return to your world more present and resilient than before.”
“When you step into the heat or embrace the cold and take a moment to breathe intentionally, you’ll reconnect with the energy, clarity, and strength that carry you through life.”