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In this episode, we sit down with Julien Robert and Wes McLaughlin, founders of Pyre Sauna — a new social wellness concept in Richmond, Virginia built around wood-fired sauna, cold plunge, and intentional community.

Pyre is not a traditional gym or spa. It’s a tech-free space designed to help people slow down, disconnect, and reconnect — with themselves and with others.

We talk about the rapid growth of Richmond, how modern life has made people more disconnected than ever, and why spaces like Pyre are starting to emerge as a response.

Julien and Wes share the origin story behind Pyre, from a sauna experience in Charlottesville to traveling internationally and studying bathhouse culture across Europe. They explain how ancient sauna traditions are being adapted into a modern, community-driven experience here in Richmond.

We also get into the real benefits of sauna and cold plunge — not just physical recovery, but mental clarity, emotional regulation, and what they call “capacity building.”

This episode covers:

• Why Richmond is craving more intentional third spaces
• The difference between social connection and being around people
• How sauna and cold plunge impact dopamine, stress, and overall wellbeing
• Why productivity culture is working against us
• The role of breathwork and guided sessions
• The history of sauna and why this is not a trend
• How Pyre is building a social wellness club in Richmond

Pyre is officially open including sauna sessions, cold plunges, guided classes, and social events.

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This podcast is produced by Vera House — a creative club and premium media studio based in Richmond, Virginia. Our studio exists to champion local brands, creative expression, rva culture, and produce high-impact content for founders, makers, and modern businesses.

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