When one door closes, another opens. In the case of NeueHouse, the OG of co-working spaces, the founders now have their eye on the $3-trillion wellness industry to once again make their mark. The 6,200-square-foot NoHo property is a membership-based club with an official soft opening this month. The space introduces contrast therapy (going from hot to cold temperatures) as a lifestyle choice. Instead of a one-off experience, you’re encouraged to commit to weekly care, rather than reaching burnout before booking an appointment.
James O’Reilly, one of NeueHouse’s co-founders, helped revolutionize the aesthetic, modern co-working space as an all-in-one hub for professionals. The closure of the properties in September shocked urban communities, with four locations seemingly thriving. Within the month, O’Reilly announced his newest social-club venture, the Lore Bathing Club. With recruited business partner and seasoned restaurateur Adam Elzer, O’Reilly actualized a concept explored during creative sessions with Studioilse in London. The idea draws from Finnish bathing culture and research centered on “what it means to be fully human today.”
Facilities
Though Studioilse helped with the club’s conception, interior design firm Ringo Studio brought the designs to life. Inspiration stems from contrast therapy itself, using shifts in textures and materials to mirror the bathing circuit. Slippery travertine limestone is juxtaposed with textured brick and soft cream shades, balanced by darker, woodier earth tones.
Amenities
The three main amenities are the dry and infrared saunas and the cold pool room. The alder wood sauna reaches 190 degrees, while the infrared sauna uses an inside-out method that allows for longer sessions beyond conventional heat thresholds. From either heating station, guests can alternate with cold-water dips in the 16-by-7-foot pool. Hammam-style stone benches along the perimeter help recenter your breath afterwards. While the back-and-forth may sound intense, the benefits are compelling: two sessions a week promise increased longevity, alongside improvements in heart and brain health, metabolism, and stress regulation.
The Reception Café offers adult treats like La Cabra coffee, Masha tea, and bone broth to enjoy before or after a session. Locker rooms are equally considered, stocked with Margin Global shower amenities, waffle-weave towels, Dyson hair dryers, and a 7D Gel Facial Kit by Humanrace (aka Pharrell Williams’ skincare brand).
Experiences
Experiences are optional, but immersive workshops offer a more social dimension. Options include guided cold-water soaks, focused on group breathwork, in-sauna aromatherapy with essential oil–infused snowballs, guided stretching, Aufguss (a German towel-waving ceremony), and sauna sound baths. The straightforward design doesn’t overcomplicate wellness; the focus is on results.
Membership
There are two membership options. For those not ready to fully commit (or those “cheating” on another club while testing the waters), a one-week pass offers flexibility. Priced at $149, it’s valid for three months and includes unlimited seven-day access. The $225 monthly membership guarantees early-access pricing for 12 months, a bookable 75-minute visit per day, and month-to-month cancellation with notice.
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FAQs
Q: What are Lore Bathing Club’s hours?
A: The club is open seven days a week from 7 a.m. to 11 p.m.
Q: Where is the Lore Bathing Club located?
A: 676 Broadway in NoHo.
Q: What are the cleaning practices at Lore Bathing Club?
A: A dedicated page outlines cleaning protocols that go beyond Department of Health criteria, offering peace of mind for even the most cautious members.
