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From the founder

I started New Primitive to build places that bring people back.

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Modern life keeps us moving. Heat, cold, and quiet create a pause. You breathe differently. You talk differently. You remember what it feels like to be fully where you are.

I want that pause to live at home, not somewhere you visit once a year. A few steps from your door. A place you can return to every day, alone or with the people you love.

“This is not about escaping your life. It is about returning to it more present.”

Cole Painter Founder, New Primitive

Two people sharing a quiet sauna session at home

§ 02 Thesis From the founder

A thesis from the founder

Modern progression. Ancient traditions.

New Primitive is the balance between modern progression and ancient traditions, an experience that connects us back with the root of our human experience.

Living in a modern, high-performing society, we’ve become dysregulated and disconnected from true nature. This is a calling back to our roots: to get quiet, to slow down, to get back into our natural rhythm of who we are at the core.

Our body has a natural clock that heats up during the day and cools down at night. Living life at 72 degrees, we miss the natural triggers that keep us in rhythm. The tools and spaces we make introduce contrast stimulus, a signal back to the body to sync again.

A New Primitive owner in the red-lit calm of their sauna
At the core of what we do is connecting back with our true nature.
Cole, Founder

What we build with. And why.

A short list of materials chosen for performance, finish, and the way they age. The full reference, with every option and price, is on The Craft.

Included and upgrades

Board-and-batten exterior and knotty cedar interior come with every build. Two upgrades, priced by model on The Craft.

Board and batten exterior Included

Board & batten exterior

Included

The standard exterior. Vertical boards and battens, built to weather.

Knotty cedar interior Included

Knotty cedar interior

Included

Raw, breathable cedar lining. No varnish, no sealer.

Charred pine exterior Upgrade

Charred pine

$3,450–$6,200

Deep char, oiled matte. Doesn’t fade, gets quieter with the years.

Clear slatted cedar interior Upgrade

Clear slatted cedar

$1,150–$2,450

Clear vertical-grain Western Red Cedar slats, sanded smooth.

See the full reference on The Craft

The standard.

We are happy to lose a sale to keep a standard.

We will

  • Hand-build every unit indoors in a dry factory. No outdoor exposure during construction.
  • Use natural, biodegradable, decarbonizing materials. Wood that came from somewhere, and goes back.
  • Deliver to the spot. Cranes, forklifts, ledges, retaining walls, our team handles placement.
  • Answer the phone for the lifetime of the unit. Real humans.

We won’t

  • Ship anything we wouldn’t put in our own backyards. Period.
  • Run marketing automation against your inbox. Every email is a real reply.
  • Put a Space on a map until you can actually visit it. No aspirational pages.

Where you can experience it in person.

The New Primitive showroom in Woods Cross, UtahShowroom
Woods Cross, UTBy appointment

Real installs. Real days.

Cara & Brody Thermal Suite Designer
Jeff Thermal Suite
Matt Gay 212 Essential
Josh Bridges Primitive Retreat
Mitch Delivery day
The Practice A daily ritual

Talk to Cole.

A four-question quiz. Render in your own backyard. A real conversation with our team.

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For builders & developers, partner with us →

FAQ

Common questions.

Who builds New Primitive saunas?

Cole founded New Primitive in 2022. Everything is hand-built by our own crew in Utah, not sourced from a catalogue and rebadged.

Where do you build, and where do you deliver?

We build in Utah and deliver nationwide. See owner stories for installs outside Utah.

What makes your build different?

Engineered and stamped plans, thermally modified wood, and a finish level closer to a room in your house than a shed. Build quality covers it in detail.

Can I see one in person?

Often yes, depending on where you are. Get in touch and we will tell you what is close to you.

How do I start a project?

Book a consultation or take the quiz. We follow up within two business days.