Swet is bringing a new experience to festivals and pop-ups (and the stuff Gen Z wellness dreams are made of)
San Diego-based Swet is taking wellness on the road—literally—with a vintage Airstream featuring a mobile wood-fired sauna and ice bath experience for events, festivals and private gatherings.
What might seem like a quirky mobile spa is, in reality, a direct response to evolving preferences for wellness-focused, alcohol-free social experiences, particularly among Gen Z and millennial audiences seeking connection without the hangover.
“Swet stands for Social With Extreme Temperatures,” co-founder Kristin Ehrgott said. “Our experiences are designed to foster genuine human connection, offering an alternative to online and alcohol-centered socializing.”
But Swet isn’t just about wellness practices and connection; it’s also a platform for brand storytelling. In addition to its core wellness offerings for health-conscious consumers, Swet invites adjacent brands, such as hydration drinks, alcohol-free beverages and natural fiber athletic apparel, to customize the trailer for pop-up activations and immersive brand experiences.
Programming is just as playful as it is restorative: upcoming San Diego Swet events include “Happy AF Hours” for an alcohol-free experience, sauna and ice bath and “Sinners + Saints Sundays,” where attendees can sweat out their sins in the sauna and “find salvation” in an ice bath.
Swet is also actively seeking franchise partners to bring the concept to more cities.
