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.
Find your match.
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 $29k.
Materials and finishes
Charred Accoya, ASH, Pine, Slatted Cedar, Primitive Panel.
Owner stories
Real saunas and cold plunges installed in real backyards.
FAQs
Timeline, cost, permits, delivery, warranty. Straight answers.
Reserve a build slot
$450 deposit. A conversation with Cole or Shane within 2 business days.