In our May webinar, Cedar & Stone Co-Founder Justin Juntunen sat down with Will Mayo, Founder of Nordsprings, for a deep conversation on water, bathing culture, and why the future of thermal wellness requires more than simply “safe enough” systems.
Most contrast therapy facilities are built around water that meets code. But passing inspection and delivering an exceptional bathing experience are two very different things, and your guests feel the difference the moment they step in.
Throughout the conversation, Justin and Will explored a growing question within the sauna and bathing industry:
What makes water actually feel good?
Not just compliant.
Not just sanitized.
Not just cold.
But supportive, nourishing, vital.
Watch the full webinar recording here:
Why Water Deserves More Attention
In the American wellness landscape, conversations around pools and cold plunges often stop at compliance.
Is the chlorine level right?
Does it pass code?
Is it technically safe?
But as Will explains throughout the webinar, those questions are really the starting line, not the finish line.
Across Scandinavia, Central Europe, and traditional bathing cultures around the world, water has long been understood as something more nuanced. Temperature, mineral composition, movement, filtration, texture, scent, humidity, and vessel design all shape the experience of bathing.
Water carries a feeling.
And increasingly, bathhouse operators, sauna owners, architects, hospitality groups, and homeowners are beginning to recognize the difference between water that merely functions and water that genuinely supports human wellbeing.
From Manhattan Water Towers to Swiss Bathhouses
Part of what made this conversation compelling was Will’s personal story.
Growing up in Manhattan, he became fascinated with the hidden infrastructure of water. Wooden rooftop water towers, gravity-fed systems, and the engineering that quietly supports everyday life all shaped his early thinking.
That eventually evolved into a broader obsession with water systems, bathing culture, and human experience.
A formative trip through Europe exposed him to bathing as ritual rather than luxury. Thermal baths in Switzerland and Germany revealed a completely different relationship to water. Not occasional indulgence, but rhythm. Community. Daily life.
That thread ultimately led to the founding of Nordsprings, where Will and his team now design water systems, mineral enrichment strategies, coopered bathing vessels, and consulting frameworks for thermal bathing environments across the country.
What Is Water Vitality?
One of the central ideas from the webinar was Will’s concept of “water vitality.”
At its core, water vitality asks us to think beyond whether water is technically safe and instead consider how water behaves, supports, and interacts with the human body.
Because water is never neutral.
As Will explains in the conversation, water can be:
- Aggressive and corrosive
- Depleted and lifeless
- Balanced and supportive
- Mineral-rich and nourishing
The goal is not simply sterilization. The goal is equilibrium.
This shift in perspective changes how we think about:
- Cold plunges
- Mineral baths
- Hot tubs
- Contrast therapy circuits
- Public bathhouses
- Hospitality wellness environments
- Sauna villages and thermal circuits
Instead of reacting to problems after they arise, the conversation becomes about stewardship, flow, balance, enrichment, and long-term experience design.
The Seven Pillars of Water Vitality
During the webinar, Will outlined several key pillars that shape a high-quality bathing environment:
1. Flow
Water must move. Stagnation creates problems. Turnover, circulation, and movement are foundational to healthy systems.
2. Treatment
Sanitation matters. Safe public bathing environments require intentional treatment strategies that remove harmful contaminants while preserving water quality and user experience.
3. Balance
pH, alkalinity, hardness, dissolved solids, and temperature all interact together. Water balance affects everything from skin feel to system longevity.
4. Enrichment
Minerals and dissolved compounds can dramatically shape the sensory and physiological experience of bathing.
5. Environment
Lighting, acoustics, humidity, materials, scent, and spatial design all influence how water is experienced.
6. Sustainability
Thermal environments consume energy and resources. Long-term efficiency, resilience, and durability matter deeply.
7. Stewardship
Great bathing environments are tended, not merely maintained. Operational systems, training, governance, and care practices all shape the experience over time.
The Future of Bathing Is Intentional
At Cedar & Stone, we believe the future of sauna and bathing in North America will be shaped by intentional design, craftsmanship, and environments that help people reconnect with themselves, each other, and the natural world.
As more people discover sauna, cold water immersion, and thermal wellness, the opportunity is not simply to build more amenities.
It’s to build better experiences.
Experiences rooted in hospitality, ritual, longevity, and care.
This conversation with Will Mayo is part of that larger dialogue.
If you’re designing a bathhouse, launching a hospitality concept, planning a wellness space, or creating a backyard retreat at home, this webinar offers a deeper framework for understanding one of the most foundational elements of bathing culture: water itself.
Learn more about Nordsprings:
https://nordsprings.com
Explore Cedar & Stone Outdoor Saunas
Thoughtful thermal experiences begin with craftsmanship, natural materials, and spaces designed to help people slow down and reconnect.
Explore Cedar & Stone’s turnkey outdoor sauna solutions
Or connect with our team to discuss residential and commercial sauna projects.
And stay tuned for next month’s webinar where Justin will unpack another foundational topic in the bathing movement:
What actually makes good heat?
