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Danish stylist and designer Veneda Carter, who has made a name for herself internationally from her base in Los Angeles, is now teaming up with Nike’s global powerhouse. Together, they’re unveiling a fresh, stylish take on the Air Max Muse — a women’s sneaker that blends sporty aesthetics with fashion and personality.

Nike says they chose Veneda Carter because of her unique talent for mixing colors, textures, and cultural influences in unexpected ways — creating styles that empower women to express their individuality in bold and original ways.

Here, Veneda shares her thoughts on the collaboration.

Veneda Carter shares:

“The Air Max Muse is exactly the kind of shoe I love to wear. It has this universal appeal that blends a classic, sporty vibe with something feminine and sexy. My goal with the design was for my personality and energy to shine through, so anyone who sees the shoe instantly recognizes it as my style.”

The design is inspired by rainwear and functional outdoor gear.

Veneda continues:

“I love that my version of the Air Max Muse can be styled in so many different ways and express so many moods,” Carter says. “You can wear them all day — whether you’re cruising around the city, heading to a party, dinner, or the gym. The textured lace tips match my jewelry and make the shoe stand out wherever you are, giving it an exclusive, high-end look.”

Nike’s press team tells dontt.dk:

Carter’s bold style perfectly complements the soft, voluminous proportions of the Air Max Muse, whose futuristic shape and prominently sculpted arch are designed to catch the eye — highlighting the iconic Air unit in the heel. This is evident in the first campaign images, shot in her family’s hometown of Warsaw, Poland, featuring Carter wearing her debut colorway.

The Nike x Veneda Carter Air Max Muse will launch at Naked Copenhagen on May 30, globally via venedacarter.com on June 23, and on SNKRS and select retailers from July 17.

We stopped by HOUSE11 — JOE & THE JUICE’s new concept store in the heart of Copenhagen.
The whole adventure started just around the corner, and now a new chapter begins.
Read on and get an exclusive behind-the-scenes look → READ MORE!

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Today, we can reveal that Danish media platform Podimo is making a significant move at the top level of its leadership team. The company has appointed Georgia Brown—most recently a senior executive at Amazon—as its new Global Head of Content.

Brown brings extensive international experience to the role. As former Head of Amazon Studios Europe, she led the launch of several major Prime Video hits, including Clarkson’s Farm, LOL: Last One Laughing, and the All or Nothing franchise. Prior to Amazon, she held senior positions at Fremantle, Shine Group, and BBC Worldwide.

Georgia Brown, Podimo

At Podimo, Georgia Brown will lead the company’s global content strategy, overseeing the development of original formats and IP across podcasts, video, and digital platforms.

“I’m incredibly excited to be joining Podimo at such a pivotal time,” says Georgia Brown. “With Europe’s creator economy expected to grow from $14.3 billion to $112.4 billion by 2034, the future lies at the intersection of traditional entertainment and the dynamic, fast-growing creator landscape. Podimo is uniquely positioned to bridge the gap between host-led formats and IP-driven storytelling.”

Brown has been recognized as one of the “Top 50 Women in Broadcast” and was named the second most influential person globally in the “50 VOD Professionals” list in 2022.

She takes over the role from Sachin Doshi, who will step down as Chief Content Officer in September. He will continue to support Podimo as a strategic advisor and join the company’s board of directors.

Morten Strunge, co-founder and CEO of Podimo, adds:
“Podimo was founded with the ambition to strengthen the relationship between creators and their audiences – and to give them the best possible tools to earn a living from their content. With Georgia leading our global content strategy, backed by a strong tech and product foundation, Podimo has cemented its position as a key player and frontrunner in premium content and platform innovation. A big thank you to Sachin for laying a solid foundation – we look forward to continuing our close collaboration in his new role.”

Morten Strunge, co-founder & CEO i Podimo

We stopped by HOUSE11 — JOE & THE JUICE’s new concept store in the heart of Copenhagen.
The whole adventure started just around the corner, and now a new chapter begins.
Read on and get an exclusive behind-the-scenes look → READ MORE!

Subscribe to dontt.dk’s newsletter for free: Get our weekly updates on culture, branding, entrepreneurship, and inspiration—rooted in Copenhagen—delivered straight to your inbox.

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A lot is happening at JOE & THE JUICE these days. Just last week, we covered their record-breaking 2024 results and rapid international growth. But that’s not the only place things are moving.

This Thursday, May 22, they’re opening their new “House11” on Ny Østergade in Copenhagen. The name is a nod to the very first JOE & THE JUICE store, which opened at Ny Østergade 11—just a few steps from the new location at number 13.

So, what’s it all about? We caught up with Kasper Garnell, Head of Brand and one of the people who’s been there since the beginning.

Kasper, what is “House11”?

“It’s our new concept store that showcases JOE & THE JUICE at its best. It’s a preview of where we see the brand heading in the coming years — both in terms of the menu and the physical in-store experience. Creating a space that allows for locally driven activities is incredibly important to us.

We’re planning to host breathwork sessions, latte art classes, nutrition and wellness workshops… and we’ll probably have to bring our running club ‘Burning Soles’ to Copenhagen too, since it’s been such a hit in London and New York.

Some of the items on the House11 menu will launch globally, while others will remain exclusive to the house. It’s going to be a very dynamic and seasonal offering.”

Why did you choose Copenhagen as the first location for this concept?
“We actually felt that Copenhagen has been missing a true JOE flagship — and now we’ve gone all in with this concept.

Copenhagen and Denmark are in our DNA. We’ve learned a lot out in the world, and now we’re bringing it home to build on it. It’s incredibly important for us to continue developing the brand here.

Denmark is still one of the markets where we have the most stores, so it’s crucial that we stay relevant — and we can only do that by daring to innovate.

On top of that, the location itself is iconic for us. There are so many memories and so much history tied to the area and to the JOE & THE JUICE brand overall. It’s literally right over there that it all began,” Kasper says, pointing toward No. 11, just a few steps away.

Are there more of these concept stores in the pipeline?
“100%. We’re already exploring locations in New York, Miami, and London.”

And beyond the new store and a beautiful courtyard, you’ve also built a gym in the basement?
“It’s a bit of a back-to-our-roots move for us. Having a gym was an important part of our office and company culture in the past – and now we’re bringing that back.
That said, we’ve seriously stepped up the quality of the facilities. We’re talking full strength training equipment, cardio machines, a boxing ring, and a spa area complete with sauna and ice baths.
It’s also going to be a space our most loyal app users and friends of the brand can access – not just for training, but also to host events and workshops.”

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All Gravy has quickly established a solid foothold in the UK. In just nine months, the Danish tech company has matched the revenue it took them four years to generate in Scandinavia — and the UK now accounts for half of their business.

We’ve followed the journey from the beginning, and in this interview, co-founder Jonatan Marc Rasmussen shares how they landed clients like Dishoom and Ottolenghi, scaled the team without losing their culture — and why the US is next. He also reveals All Gravy’s new AI colleague, already saving HR teams days of work.

Jonatan Marc Rasmussen, Co-founder of All Gravy

Since we last spoke, you had just gained quite a bit of (media) attention in the UK and secured major collaborations with, among others, Ottolenghi and Honest Burgers. What’s the current status of your UK adventure?

“Well, fortunately, it has only gone one way in the UK since our launch – we’ve landed many more clients of the same caliber, such as Wahaca, Dishoom, and White Rabbit Projects.

We went from the UK accounting for about 3% of our revenue last summer to now representing around half of our total revenue.

It’s been exponential growth, where in just nine months in the UK, we matched the revenue it took us four years to generate in Scandinavia.”

What have you particularly succeeded with in the UK?

“It’s a combination of landing the right clients—those everyone else looks up to—while delivering on the product vision we’ve set for them.

At the same time, the UK is an incredibly tech-hungry market, especially when it comes to AI, where the whole industry is currently figuring out how to avoid falling behind given the rapid pace of this new technology.

Luckily, we are well-positioned to help them.”

What’s the next geographic step? Are there any particular markets you’re eyeing now?

“There are still plenty of companies in the UK, so we’re fully focused there – but we’ve also started looking at the next step, with big dreams of entering the US.

It’s a market with huge demand for digital solutions, a massive frontline workforce—and overall, it’s just a huge market.”

De 2 founders af All Gravy: Kristian Lundager (tv) & Jonatan Marc Rasmussen (th)

Herhjemme er der fart på ansættelserne – I har vel hyret omkring 20 nye medarbejdere det seneste år? Hvordan har det været at skalere teamet, og hvordan sikrer I, at jeres kultur følger med?

“Vi er nået til et sjovt sted, hvor vi skal have en blanding af erfarne folk, der kan løfte os, samtidig med at vi ikke taber den gnist og execution power, vi har i teamet.

Vi er heldige at have en stærk tiltrækningskraft – vi fik feks. 500 ansøgninger på en udviklerstilling over en weekend – hvilket også gør, at vi har været i stand til at hente folk på allerhøjeste hylde.

Jeg hørte fra en af vores medarbejdere, at vi er det sted, han nogensinde har interviewet, der har mest fokus på kultur. Og det er bestemt vores følelse, at kulturen, vi har skabt, bliver båret igennem – selv med de mange ansættelser.”

One of your new product features is the “AI colleague.” What does that involve?

“We call it an AI colleague because it’s not just a chatbot or a helpdesk – it’s a team member that employees can ask anything, anytime.

Whether it’s ‘How do I swap a shift?’, ‘What do I do if I forgot to clock out?’ or ‘How do I handle an angry customer?’ — they get immediate answers based on the company’s own procedures and culture.

With our Norwegian client Tusenfryd, we saw that during the first weekend, it answered 280 questions — questions that no longer need to be handled by HR or a manager. That’s equivalent to saving 2-3 days of work.

At the same time, it helps managers in the background by automating repetitive HR tasks and flagging issues that need attention. It constantly learns from what’s happening in the company. Over time, it becomes not just reactive but proactive.

It’s like having a super helpful colleague who learns how your business works — and never takes a day off.”

And even though that’s a big question (an interview in itself): How much does artificial intelligence generally mean to you?

“What I constantly focus on is that this technology is developing exponentially. A year ago, it could write like a 9th grader. Now, it writes like a pretty good professional copywriter. I dare not imagine where the technology will be in 1, 2, or 3 years.

So for us, it’s important that everyone in the company experiments with this every day—figuring out how they can use it in their daily work to become more efficient.

At the same time, it’s essential for us to integrate it into all relevant workflows in our product, because it simply accelerates the product as fast as this technology evolves.”

If we talk again after the summer—what do you hope will be the most important thing that has happened at All Gravy by then?

“Well, I hope that we are at a place where our AI colleague has become everyone’s go-to.

That All Gravy is not just the operational heart of companies through the communication and training platform—but actually solves more and more of the ‘boring’ tasks, so people can spend their time on what really matters!”

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“I don’t see myself as a Liverpool fan — I see myself as part of the family. And I think that’s how a lot of fans feel too. Liverpool is like one big family. It’s powerful.”

That’s how Danish Liverpool legend Daniel Agger put it, as Liverpool FC opened its first standalone official store in Scandinavia. The location? Copenhagen — now one of just 19 official retail stores worldwide.

Agger spent nine years living in Liverpool, where two of his three children were born — and there’s little doubt among football fans that his connection to the club runs deep. It’s only fitting, then, that he was the one to help open the doors to the new store. We caught up with Daniel at the launch.

You’ll Never Walk Alone, sung by thousands — capturing exactly what Agger means when he talks about the soul of the club.

Daniel, you’ve just officially helped open Liverpool’s first standalone store in Scandinavia. What does it mean to you to still be part of the club?

“More than I probably expected. It honestly makes me really happy. I especially feel it when I travel around the world – no matter which airport I land in, there are always Liverpool fans coming up to say something or have a quick chat. That was actually part of what I tried to ‘escape’ when I retired, but since then, I’ve truly felt just how much Liverpool means to me and my family.”

And what does it mean to you that Liverpool is opening an official store in your own city?

“I think it’s brilliant. When I saw the logo and the pictures outside the store earlier, I could really feel it – it brought back so many good memories. But more than that, it shows just how massive the fanbase is. I think that’s impressive.”

Daniel Agger med sin tidligere holdkammerat, som han fremhævede som en af de bedste!

It’s a big question, but what values or words would you use to describe Liverpool FC?

“One of the biggest things I took with me from the city in general is the way people genuinely celebrate each other’s success. And I think that really reflects the spirit of the club too. It might sound a bit cliché, but in Liverpool, people are truly happy on behalf of others. That really struck me when we lived there.

Of course, I know people speak to me because of certain things. But in Liverpool, and with all the local friends I made – everyone talks to each other the same way, no matter who you are. People open their arms, they work hard, and they treat you with respect. Those are also the values you want to see in a football club.”

How much of a presence does the club have in your life when you live in Liverpool? Can you feel the history when you play for the team?

“Absolutely. You never doubt that you’re a small part of something much bigger – something you have to contribute to. It becomes even clearer when you travel with the team. I’ve been around the world with Liverpool, and it’s surreal. The support is massive.”

What does winning the league title mean to the city?

“A club with that kind of proud tradition is always hungry for trophies – that’s just how it is. But what really stands out is that even during periods with fewer titles, the fan base has remained just as strong, and the feeling of being a Liverpool player hasn’t changed. That’s what’s truly impressive.”

What role does Liverpool still play in your daily life?

“What stays with me the most are the people and the fans I meet along the way. It happens every day – and from people of all ages.”

The timing of the store couldn’t be better. Liverpool have just secured their 20th league title. Daniel Agger also shared that he’ll be at Anfield for the final game of the season against Crystal Palace.

Liverpool is the most followed Premier League team in Scandinavia, with over two million fans, a total TV audience of 22.9 million during the 2023/24 season, and four official supporters’ clubs – all from Scandinavia alone.

The store is located in Jorcks Passage in the heart of Copenhagen.

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“For H&M, Copenhagen is an important city. It is a city known for its visionary style, with a strong focus on sustainability – which makes Copenhagen the perfect place for our Pre-Loved initiative.”

This is according to Sofia Mahlen, Project Manager for New Development, H&M Group, in connection with H&M’s launch of an exclusive second-hand concept in Denmark.

From May 15th, customers shopping at H&M’s flagship store at Amagertorv in Copenhagen will also be able to shop carefully selected second-hand items, curated specifically for the Copenhagen audience.

This happens as part of the launch of the circular initiative H&M Pre-Loved, which will now be a permanent part of the store.

In short, H&M Pre-Loved is a second-hand concept where H&M’s design team selects pre-owned items in collaboration with partners such as Sellpy. The selection consists of unique finds and past designer collaborations, H&M Group brands, as well as popular high-fashion labels. Every single second-hand item in Copenhagen is handpicked.

Karen O’Rourke from H&M Nordics continues:

“We are incredibly excited to finally launch Pre-Loved in Copenhagen. As part of our flagship store, it is a strong example of how our products and customer needs help shape the new store experience. With this initiative, we offer an integrated shopping experience that makes it easier to embrace second-hand fashion while expressing personal style. It’s no coincidence that Copenhagen is one of the first cities in the Nordics where you can find this specially curated second-hand universe.”

Sofia Mahlen adds:

“For H&M, Copenhagen is an important city – as one of the Nordics’ ‘fashion capitals.’ It’s a city known for its visionary style, with a strong focus on sustainability – which makes Copenhagen the perfect place for our Pre-Loved initiative. We’re very excited to bring this concept to Copenhagen’s fashion-conscious community, where second-hand is already a natural part of many people’s wardrobes. We believe our carefully selected range of both classics and unique items will appeal to our customers who want to express their unique style.”

Sofia Mahlen continues, “2024 was the first year that H&M Group measured and reported resale as a share of revenue in their Sustainability Report.”

She continues:

“The share in 2024 was 0.6%, and while this may seem like a small number, it already represents a doubling compared to 2022. We therefore see a huge potential in resale and aim to increase this share in the coming years.”

Marcus Hartmann, Regional Head of Sustainability at H&M, adds:

“Second-hand is one of the fastest growing business areas in the fashion industry and opens up for more sustainable, modern, and personal customer experiences. At H&M, we are actively working to scale initiatives that give our customers access to circular fashion – through reselling, second-hand, re-design, and repair services. By extending the lifespan of clothing, we contribute to reducing our environmental impact and fulfilling our goal of a more responsible and long-lasting fashion industry.”

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Today, we can reveal that the Danish JOE & THE JUICE continues its impressive growth. In short, their financial report shows a new revenue record, a three-figure million profit on the bottom line, and positive equity.

Digging deeper into the numbers, revenue has risen to DKK 2.8 billion – a 17% increase compared to 2023. The chain expanded its global store count by 9%, and for the second year in a row, it posts a positive result. This year, it amounts to DKK 171.5 million, while EBITDA rises significantly to DKK 560 million.

Thomas Nørøxe, CEO of JOE & THE JUICE, states:

“The numbers speak for themselves: JOE has never been stronger – but in reality, we’ve only just begun. We are really succeeding with our strategy to drive JOE & THE JUICE toward robust and profitable growth. In a time when global uncertainty and inflation have pressured consumer spending, I’m extremely pleased that we continue to attract customers to our stores and that we are still developing, growing, and adapting to a constantly changing market. I’m very satisfied and proud of this.”

The numbers also show continued growth in digital sales, which now account for a record-high 33% of the business.

Thomas Nørøxe, CEO of Joe & The Juice, continues:

“The core of JOE & THE JUICE’s success is our fantastic and dedicated employees. Our skilled juicers and competent bar managers have been key in driving the strong revenue growth, each day serving as the vital representatives of the unique culture that the JOE brand stands for. Our impressive results are also a clear reflection of the dedication they put into delivering high-quality food, coffee, and juice, as well as building strong relationships with both loyal and new customers.”

JOE & THE JUICE expects continued significant growth in the coming years. The private equity firm General Atlantic, which became the majority owner of JOE & THE JUICE at the end of 2023, plays an important role as an active owner in the company’s expected continued success. Regarding future ambitions, the CEO says:

“Our ambitions for the future are sky-high, and in my opinion, there is no doubt: JOE & THE JUICE is entering a new era with a successful turnaround. We’re not letting up; we’re focusing on our strategy, which, according to plan, will take us to 1,000 stores within the next 3-4 years,” concludes Thomas Nørøxe.

By the end of the fiscal year, Joe & The Juice had 397 stores in 20 countries globally.

The chain operates 324 stores in Europe and the USA. Additionally, 73 stores – primarily in Asia – are run by franchisees.

Globally, the company employs over 4,100 people.

Revenue increased by approximately 412 million DKK, from 2.4 billion in 2023 to 2.8 billion in 2024 – a 17 percent rise.

EBITDA increased from 498 million in 2023 to 560 million in 2024. The EBITDA margin for 2024 was 20 percent.

The net profit of 143.3 million DKK is a significant improvement compared to the 2023 result of -107.8 million.

Digital sales accounted for 33 percent of total sales in 2024.

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Zalando has kicked off 2025 with solid growth and improved profitability.

That was the message today as the Berlin-based giant – and Denmark’s most used webshop – presented its Q1 results. Co-CEO and acting CFO, David Schröder, announced that revenue rose by 7.9% to €2.4 billion, while EBIT increased to €46.7 million, up from €28.3 million the year before. For the full year, the company expects earnings to land between €530 and €590 million.

The number of active customers grew to 52.4 million – an increase of 2.9 million across Zalando’s 13 markets, including Denmark.

At the press conference, several key initiatives from the first quarter were highlighted. Among them was the partnership with iconic designer Diane von Furstenberg, making Zalando her exclusive retail partner in Europe. (We covered it here: “Diane von Furstenberg: ‘Generosity is the best investment’”).

Zalando also launched the LVMH-owned brand Marc Jacobs on its platform. On the Danish side, Les Deux made a strong appearance with their YALE collection, which was unveiled in collaboration with Zalando at a major event in Berlin. (Read more here.)

In addition, Zalando’s new “boards” feature is now being rolled out across all markets. These are curated lifestyle boards focused on trends and inspiration. More than one million customers have already engaged with the new experience, and the next step is to enable users to create and share their own.

Zalando continues to roll out its upgraded loyalty programme, Zalando Plus, which is now live in 13 markets, with more than 15% of customers already enrolled.

Fabio Baum, Director for Nordics & Benelux at Zalando, says:

“Denmark is a key market for Zalando, and I’m pleased that we can now reward our customers’ loyalty with exclusive benefits and better meet their needs. Today, Zalando presented strong results for the first quarter with accelerated growth and improved profitability, demonstrating that we are delivering on our ecosystem strategy. One of the key pillars of Zalando’s strategy is differentiation through quality – both in the brands and products we offer and in the overall experience. At the same time, we are working to build stronger and more meaningful relationships with our customers by addressing their needs throughout the entire customer journey.”

Fabio Baum

Zalando maintains its full-year outlook for 2025 – despite significant global economic and political uncertainty. The company expects to grow both Gross Merchandise Volume (GMV) and revenue by 4 to 9 percent compared to last year. At the same time, it anticipates adjusted EBIT to reach between 530 and 590 million euros. These figures do not take into account the potential acquisition of competitor ABOUT YOU, which Zalando is currently working to finalize.

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Bornholm is one of Denmark’s most popular vacation destinations, and this summer, a new opportunity for an unforgettable nature experience will open – without the need to sleep in a tent or shelter.

In a forest near Gudhjem, close to the Tværmyr lake, Løvtag will open three luxurious treetop cabins. Løvtag, which has already established a treetop hotel in North Jutland, is behind this exciting new project on Bornholm.

Here, guests will have the chance to wake up to the sound of birds singing and enjoy comfort in a cozy bed, seven meters above the forest floor – with direct views of the treetops.

Nanna Balsby, Co-Owner of Løvtag, says:
“The nature of Bornholm and the opportunities for outdoor activities are a perfect match for our concept, so we are really looking forward to welcoming our guests to a unique combination of luxury and natural tranquility here on Bornholm.”

The treetop cabins are built around the trunks of large, old trees, rising about seven meters above the forest floor. Each cabin has four sleeping spots, a small kitchen, a toilet, and an outdoor shower – plus a living tree that grows freely through the cabin from floor to ceiling. At the top of each cabin, you’ll find a rooftop terrace with a view of the forest. The cabins are designed in a Nordic, minimalist style by architect Sigurd Larsen.

Nanna Balsby adds:
“We have had great experiences with our cabins and receive fantastic feedback from our guests, so we’ve chosen to stick with the original concept. However, it will be a different experience on Bornholm, where the granite peeks through the forest floor, and where we have the Tværmyr lake nearby.”

The cabins are expected to open on August 15, 2025, with prices for an overnight stay for two people, including a light breakfast, ranging from 1,950 to 3,950 DKK, depending on the season.

You won’t have to wait long for this year’s Bornholm guide on dontt.dk/bornholm – it will be live from May 15, 2025, at 10:00 AM.

Photos by Søren Larsen & Nina Malling.

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A few weeks ago, Hjalte Wieth and Patricia Plesner shared how Plugin Heat Club began as something more than just a sauna club. (Read the interview here.) With a unique mix of heat, cold, and community, they’ve created a space where people can slow down and recharge in the middle of a hectic everyday life. In short: “People are calling for spaces where they can just be themselves.”

The response has been overwhelming, and they’ve already opened their second location in Copenhagen.

In this new interview, Hjalte and Patricia share their vision for Plugin Heat Club. We get closer to their thoughts on the idea of a “reset routine” – an alternative to the traditional vacation – and how they’re building a community that’s more than just a passing trend.

We explore how they meet the growing demand for balance and awareness in a society that’s looking for something deeper than just escaping the daily grind.

You talk about creating a new normal. What exactly is it we need to move away from?

Hjalte:
“We need to move away from a culture that only numbs the symptoms – and start addressing the real causes behind mental and emotional distress. Away from seeing people as “sick,” and instead recognize the potential that lies beneath the unrest.

It’s time for clinical knowledge and holistic tools to work together – not against each other. Health shouldn’t be reserved for the privileged few.

True health is often free – and what does cost something is an investment in yourself. We’re living in a time where technology overstimulates our nervous systems. Now it’s time to take the control back.”

Why is your schedule built around three session types?

Hjalte:
“Because people aren’t the same – and our needs change from day to day. We’ve created a system that matches the modern nervous system: Deep for calm, Flow for creativity, High for energy. It’s not just training – it’s programming your mind and your system. You choose what you need – we guide the way. And most importantly: You’re not a passive participant – you’re part of a living community where you’re seen, heard, and felt.

There’s space for you here – no matter where you are in life. All sessions follow the same method: three rounds of heat and cold. But the energy, the music, and the atmosphere shift – so you get exactly what you need. That’s what makes all the difference.”

And Heat Clubbing grew out of the HIGH session?

Patricia:
“Yes – it’s one of our most popular sessions. Heat Clubbing happens every Friday night. We take everything from HIGH and turn up the volume. We bring in DJs, mocktails from ISH, and create a party vibe – entirely without alcohol.
People dance, sweat, release their mental noise – and wake up the next day with clarity, not a hangover.
It’s our vision of the party of the future: a space where you get high on life, not on alcohol.”

Is this part of a bigger trend, do you think?

Patricia:
“Absolutely. Sober culture isn’t niche anymore – it’s a movement.
People are tired of numbing themselves just to be social. ‘Social recovery is replacing social drinking.’

It’s not about abstinence – it’s about awareness and balance.
We offer a space where people can party, connect, and be themselves – without needing to explain why they’re not drinking.”

How does that play out at your place during summer?

Patricia:
“We actually see even more activity in summer. Our zones have become hangout spots – not just for sauna sessions, but for people to stick around. They sunbathe, dip back into the ice baths, sip something cold, chat.
It’s amazing to see the vibe continue after the session. It’s not just a wellness visit – it’s an experience you don’t want to leave.”

How do you create a safe environment for people, especially if they come alone?

Patricia:
“There’s always a facilitator and a receptionist present – guiding, smiling, and making sure everyone feels seen. There’s room for everything – and room for everyone. Gender, age, title, muscle mass… none of it really matters when you’re just being. I believe that safe communities are built on respect, trust, and openness.

When you don’t have to spend energy protecting yourself, you finally get space to just be – and that’s where real connection happens.”

You’ve also created a new community around running – tell us about it.

Patricia:
“It actually started when a couple of our guides (receptionists) and facilitators began running together and asked if we could make it a thing for the whole Plugin crew. So, we opened it up to our guests too.

We run 5K together – and afterwards, there’s sauna, ice bath, and seriously good vibes. We know you’re way more likely to stick with a habit when it’s social, shared, and part of your identity. That’s exactly what we’re trying to create. Not by forcing it – but by opening the door to a space where healthy habits feel natural.”

Hjalte, what do you see as the most important cultural shift right now?

Hjalte:
“We’re in the middle of a reckoning with dopamine addiction – that constant need for stimulation through sugar, screens, and overconsumption. Instead, we’re beginning to crave something real: presence, connection, and inner calm. We’re rediscovering what true dopamine feels like – the kind that comes from meaningful relationships, movement, and purpose.

Discipline and focus are no longer harsh words – they’re essential tools in a world that never hits pause.”

If you could send one message to people going into summer – what would it be?

Patricia:
“That it’s not about changing your body – but about listening to it. That you don’t have to leave your life to find peace.
That you don’t need alcohol to be a part of it. You can get high – on heat, cold, connection, and presence.
That’s what we mean when we say: High on Life.”

Heat Clubbing – every Friday.
Plugin RUNNERS – free running club every other Sunday.
Daily DEEP, FLOW & HIGH sessions – space for you, just as you are.

Read/revisit our first interview with Plugin Heat Club, where they share their vision, community, and the journey from one club to several. Read it here.

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