PLUNJ Salt Lake
Address: 55 West Utopia Avenue, #103
Telephone: 385-492-5520
Website: plunj-saltlake.com
District: South Salt Lake
“We believe the world needs more connection. And we built PLUNJ Salt Lake to make that possible.” That vision has guided Brian Brown and his three business partners - Ronnie Withaeger, Michael Bunn, and Jason Blickenstaff - from the earliest conversations about opening a Scandinavian-style bathhouse in Salt Lake City. Though each came from different backgrounds - tech, business, design - they shared a yearning for something more grounded, more communal. When they discovered PLUNJ, everything clicked.
The original PLUNJ opened in Provo in 2021, founded by Sean and Lauren Foster. Inspired by Lauren’s Scandinavian roots and Sean’s journey managing anxiety, the couple began exploring the physical and emotional benefits of hot and cold therapy. “They started in their backyard with a sauna and a cold plunge and quickly saw what it could do for the body, for the mind, and for community,” Brian said. Their experience turned into a public space where people could gather without phones or distractions and find clarity in discomfort. It did not take long for the concept to resonate far beyond Provo.
“There’s something primal and ancient about the practice,” Brian noted. “But what makes PLUNJ different is the invitation to do it together - to show up fully, even in the discomfort.”
Brian and his partners did not simply invest in a franchise. They invested in each other. Friends for years, they bring complementary strengths to the table and make decisions collaboratively. “We trust each other completely,” Brian said. “We also give each other space to lead where we’re strongest.” They had been talking for years about doing something meaningful together, something that blended purpose with presence. When they encountered PLUNJ, it felt like a natural fit. “It combined so many things we cared about: health, intentional design, slowing down, and doing something that mattered.” “We weren’t looking to just open a business,” Brian explained. “We wanted to create something immersive and meaningful - an experience that actually helps people feel better and connect more deeply.”
The result is PLUNJ, a stunning space tucked into South Salt Lake that feels far from the noise of the city. Designed with warmth, simplicity, and comfort in mind, the bathhouse reflects its Nordic influences with natural textures, clean lines, and intentional layout. There are communal hot and cold plunge pools, a dry sauna, and quiet areas for rest - all thoughtfully arranged to encourage a flow between intense sensation and deep calm.
The design is minimal but deeply intentional; wood, stone, and soft lighting create an atmosphere that is both grounding and elevated. “We wanted every detail to encourage people to breathe deeper and feel safe,” Brian said. “Even the lockers and showers were chosen with care. You walk in and immediately feel like you’ve entered a different world,” he added. “Everything about it is designed to slow you down.”
The ritual at PLUNJ follows traditional Scandinavian patterns: hot-cold-rest-repeat. The contrast between the heat (190 degrees) of the sauna and the shock of the plunge (54 degrees) stimulates circulation, reduces inflammation, boosts mental clarity, and encourages a kind of shared vulnerability. But for Brian, the benefits go beyond biology. “This is not just about wellness. It’s about presence,” he said. “We live in a culture where so much of our interaction is mediated by screens. Here, you can sit next to someone in silence or strike up a conversation that actually matters. That’s powerful.”
Guests have described everything from post-plunge clarity to unexpected conversations with strangers. “It’s wild how quickly people drop their armor when you’re sitting side by side in a sauna,” Brian said. “We’ve had people tell us it’s the first time they’ve felt calm in months.”
Brian’s own background is in business development. He continues to run a consultancy helping entrepreneurs and startups navigate growth. He brings the same strategic insight to PLUNJ that he offers his clients. Here, however, the focus is less on scaling fast and more on creating depth. “There’s something incredibly rewarding about building a space that people actually crave returning to.”
Since opening in the spring of 2025, the response has been overwhelming. First-timers become regulars, gift cards are passed from friend to friend, and visitors often remark on the sense of stillness they find. PLUNJ offers monthly memberships, day passes, and group bookings. Though PLUNJ is generally communal, private bookings are available. Regardless of the type of booking, the energy remains respectful and serene thanks in part to the thoughtful culture Brian and his team have cultivated.
Looking ahead, the four men are focused on refining the experience even further - adding small touches, hosting occasional events, and continuing to grow their local partnerships. But the heart of the mission remains the same. “We’re not here to preach a lifestyle or sell a trend,” Brian said. “We’re here to offer people a place to come back to themselves.” And, as he added with a smile, “If you leave PLUNJ feeling a little more human, we’ve done our job.”
