New Primitive was born from the understanding that growth comes through pressure, and embracing the discomfort.

 

In nature, what lasts is shaped by breakdown—rooting deeper, adapting, becoming stronger.

 

We build sauna and cold plunge spaces that mirror this process. Through heat and cold, we find peace in the discomfort.

 

These spaces invite regulation, presence, and return. Not as protocol, but as lived experience.

 

A ritual to come back to, again and again.