Plugin Heat Club Expands: "People Want Spaces Where They Can Just Be"

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Hjalte Wieth made a name for himself as one of Denmark’s most promising entrepreneurs when he co-founded SOUNDBOKS. Later, he and his wife, Julie, launched Plugin Heat Club – a space that would become much more than just a sauna club. Combining heat, cold, and community, Plugin Heat Club has sparked a movement that attracts everyone from students and business professionals to athletes and beyond. Demand has been overwhelming, and now they are opening their second location.

To lead this growth, they have brought in Patricia Plesner, who – despite her young age – has already served as CEO of EcoHotels.com.

We spoke with Hjalte and Patricia about their journey, why sauna rituals and ice baths are more than just a trend, and how they plan to expand while preserving the soul of the community.

Hjalte Wieth, Plugin Heat Club
Photo series by Frederik Valentin for dontt.dk

How would you briefly describe Plugin Heat Club?

Hjalte: “Plugin Heat Club is not a sauna club. It’s a collective wake-up call.

We use heat and cold as gateways to something much bigger: connection with the body, presence in the moment, and community with others.

Plugin Saunagus is a new level of the classic infusion session—an experience that feels like a mix of a concert, meditation, and total reset.

We started five years ago with breathwork on the living room floor of an apartment in Nørrebro. That turned into a mobile sauna on a trailer, which we drove around—and from there, we built our first zone in Sydhavn. Now, we’re opening another oasis here on Amager.

We’ve dreamed our way here. One plank at a time. And it’s still 100% owned by people, not investors.

We’re creating a new normal. And we mean it.”

Patricia Plesner

How would you describe your typical guests – who comes to Plugin Heat Club?

Patricia: “The short answer? Everyone. But the long answer is much more interesting.

At Plugin, community isn’t about age, title, or background – it’s about a shared need for calm, presence, and reset in a busy world. Our guests come from all walks of life: from students to entrepreneurs, elite athletes, politicians, and business professionals. We’re also seeing a growing interest from companies that want to offer their employees the kind of space we provide.

At its core, it’s all about giving people access to a space where they can truly be themselves – no pressure to perform, no distractions. Just heat, cold, and connection. With themselves and with others.”

Is there a particular lifestyle trend you’re tapping into right now?

Patricia: “Saunagus and cold plunges are definitely trending – but we’re building something much deeper than a trend. For us, saunagus is just one of many tools to create balance.

We’re seeing more and more people searching for deeper meaning, calm, and community in a world that often feels superficial and pressured. That’s why we’re making a huge investment in our team – both in their professional and personal development – because it’s the human connection that ultimately makes all the difference.

The potential lies in the fact that we’re not just creating a place to visit – we’re creating a culture. A counter-movement to the constant pace and demands of modern life. A place where recovery and presence aren’t luxuries, but necessities.

We believe that spaces like ours will become increasingly important in the future – both for the individual and for the community. Because when people are given the space to breathe and be themselves, something special happens.

That’s where we see the greatest value – and that’s where we’ll continue to focus our efforts.”

You’ve experienced great demand and have been lacking space – now you’re opening your second location. What has driven this development?

Hjalte: “Growth was never the goal – it was about creating quality and presence.

But people kept coming. And kept coming back.

We went from 4 weekly sessions to 80+ in less than two years. And now we’re here – with 2 super nice zones and an energy that – sorry for the language – is just fucking amazing. And we’re here because we simply couldn’t resist.

People are calling for spaces where they can be themselves. Not a spa. Not fancy. Just real.

We’re not expanding for profit – we’re expanding because the need is real.”

How does the new location differ from the first one – what will be different or even better?

Hjalte: “Our Sydhavn zone? That was DIY from the ground up – and you could feel it both in the soul and the sauna.

We built everything ourselves. One month at a time. It was raw, but it had soul.

Zone 2 on Amager is thought through from A to Z: A 50-pax sauna, six ice baths, an outdoor hangout, hot baths, a merch shop, cool and warm changing rooms, and a huge NEW NORMAL wall.

But the energy? It’s the same. We’ve learned a lot, and with each zone, we get wiser.

But it’s still the people who make the place magical.”

How has the reaction been since you announced the expansion?

Hjalte: “Honestly? It’s been a wave of love.

But at the same time, we’re extremely aware that the people and our community need to grow with us.

It’s a fine balance to grow, and we’re very conscious of that. People don’t just want this – they need it. A place where they can be whole people. Where they don’t have to perform. Just be.

That confirms for us that what we’re doing makes sense.”

Do you have plans for more locations, or is the focus now on developing the two existing ones?

Patricia: “Yes, we dream of Plugin zones in every major city, where the pace is high, and the need for calm and recovery is even greater. What we offer isn’t just a luxury – it’s a necessity.

But we know that scaling only works if we build it right. That’s why our focus right now is on establishing a solid foundation: scalable training programs, efficient operations through automation, and a community that can grow without losing its authenticity.

It’s not just about opening more locations – it’s about maintaining the quality and culture that has brought us here.

We’re taking it one step at a time – with the right team, the right processes, and a clear plan for how we grow thoughtfully.”

We look forward to following Plugin Heat Club on dontt.dk

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