This month, New York City’s NoHo neighborhood welcomes Lore, a new bathing club centered on contrast therapy and weekly rituals. Founded by James O’Reilly, cofounder of NeueHouse, and Adam Ezler, founder of Everyday Hospitality, Lore opens as a membership-based sanctuary dedicated to hot-and-cold therapy, relaxation and longevity.
Rather than offering high-touch luxury treatments or à la carte spa services, Lore presents an alternative to conventional spas, gyms and social clubs. Membership provides regular access to a carefully designed environment focused on sensory balance and routine wellness. Pricing begins at $89 per week or $200 per month for entry to Lore’s 6,200-square-foot facility.
© Lore Bathing Club
Guests are guided through a sensory journey where materials and spatial transitions anchor the experience. Travertine frames the plunge pool, walnut clads the sauna, and deep red thresholds mark the passages between spaces. These intentional contrasts are designed to draw attention to the present moment and to ground the senses.
The bathing club features a communal dry-heat sauna, a sizable cold-water plunge pool and a soothing infrared sauna. A reception café offers refreshments such as La Cabra coffee, Masha tea, bone broth and fresh-pressed juices. Amenities include roomy changing areas with large lockers, separate shoe storage, Margin Global shower products, waffle-weave towels and Dyson hair dryers.
Lore also offers a schedule of guided programming to support habitual wellbeing: cold-water soaks led by staff, guided stretching sessions, in-sauna aromatherapy and sound-bath experiences that combine relaxation with intentional practice.
© 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.”
With an emphasis on ritual and regular practice, Lore positions itself as a neighborhood resource for restorative routines and contrast-based bathing, inviting members to integrate simple, repeatable self-care into urban life.