This month, New York City’s NoHo neighborhood welcomes Lore, a new bathing club rooted in contrast therapy and weekly rituals. Founded by James O’Reilly, cofounder, NeueHouse, and Adam Elzer, founder, Everyday Hospitality, Lore introduces a membership-based bathing club to the city.

Instead of high-touch luxury or à la carte treatments, Lore invites members into a space that’s an alternative to spas, gyms or even social clubs, while focusing on hot and cold therapy and longevity. For $89 per week or $200 per month, members have access to Lore’s 6,200-square-foot sanctuary.

© Lore Bathing Club

Lore guides guests through a sensory journey; travertine surrounds the plunge pool, walnut wood adorns the sauna and deep red thresholds the spaces in between. In essence, every detail brings guests into the present and grounds their senses through material contrast.

The bathing club includes a communal dry heat sauna, generous cold-water pool and soothing infrared sauna. A reception café is also available, serving La Cabra coffee, Masha tea, bone broth and fresh-pressed juice. Other amenities include spacious changing rooms with large lockers, separate shoe storage, Margin Global shower amenities, waffle weave towels and Dyson hair dryers.

Lore also hosts programming like guided cold-water soak, guided stretching, in-sauna aromatherapy and sound bath experiences.

© Lore Bathing Club

“Living in the city, it’s easy to become disconnected from ourselves. Lore is designed to be a place to reconnect,” said Ezler. “In the heat, everything softens and it is easier to listen. And in the cold, everything sharpens allowing you to surrender and overcome.”