Sauna, cold-plunge biz coming to Boulder

BOULDER — Nuvania, a membership-based sauna and cold-plunge concept founded by Will Gensburg, is set to debut this fall in Boulder.

The 3,200-square-foot facility wellness and recovery center will be located at 1965 33rd St. and will feature traditional and infrared saunas, communal and individual cold plunges, red light therapy, recovery tools and a member lounge, according to a Nuvania news release. 

“Many people today are looking for places that support both physical well-being and genuine human connection,” said Gensburg, who earlier in his career founded logistics company I-parcel LLC and later sold it to United Parcel Service Inc. (NYSE: UPS). “Nuvania is designed to bring those together in a way that is welcoming, accessible, and rooted in the local community.”

Gensburg told BizWest in an email that construction at the 33rd Street site — Nuvania is investing about $1 million in improvements — is expected to wrap in early September with opening eyed for later that month. 

“Nuvania’s location was selected in part because of its proximity to established Boulder fitness and recreation communities, including climbers, runners, cyclists and outdoor enthusiasts,” the release said. “The company believes Boulder’s combination of outdoor recreation, health-conscious residents, and strong sense of community makes it an ideal market for the concept.”

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