The Show° · Coming soon
Conversations about the way we were meant to live.
Bi-weekly, founder-led. Cole sits with builders, athletes, doctors, and people quietly putting the practice back into their lives. Episode 1, coming soon.
Cole.
Founder of New Primitive. Spent five years asking why everyone who builds a sauna says the same thing: I should have done this sooner. The Show is the long answer.
Conversations are unscripted, untimed, and edited for clarity, not for clicks.
Keep exploring.
Take the product quiz
Three minutes to find the right sauna and cold plunge for your space.
Browse the lineup
Hand-built saunas and cold-plunge suites across three tiers. From $26k.
Build Quality
Engineered plans, sauna-grade materials, and how we build to last.
Owner stories
Real saunas and cold plunges installed in real backyards.
FAQs
Timeline, cost, permits, delivery, warranty. Straight answers.
Request a quote
Pick your model and finishes. Cole or Shane follow up within 2 business days.
FAQ
Common questions.
What is the show?
Conversations about the practice, the build, and the people living with these spaces.
Where can I listen?
Links are on this page. New episodes are posted as they land.
Do you cover product detail?
Some. The lineup and build quality are the reference.
Can I be on it?
Get in touch and tell us about your space.