When it comes to wellness, saunas had better move over, because their antithesis, snow rooms, are the newest fad — at least, for those who can afford it.

As Americans increasingly chase health, longevity and performance optimization , more are jumping on the bandwagons of hot and cold exposure therapy, supplementation, light therapy and even unregulated injectable peptides . While it's led to a surge in boutique wellness clubs and retreats , it's also meant a boom in at-home saunas and cold plunge tanks for those with the resources to integrate their new habits into their personal spaces.

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The quest for ultimate wellbeing isn't just for the ultra-rich , but having access to millions certainly helps if you want to turn your abode into a complete lifestyle environment , which can include amenities like the snow rooms that a select few on the cutting edge are installing for hundreds of thousands of dollars.

What exactly is a snow room, who has one, and what does it cost?

As the New York Times reports , these bougie facilities are just as indulgent as you'd expect: frost-covered surfaces, faux logs and other nature-themed decor, cool-toned lighting and even actively falling snow.

As Spa Planet, one company that provides such niche renovations, writes, "a snow room represents the pinnacle of luxury wellness technology, offering the perfect environment for cooling down after intense heat (…) This innovative space allows guests to experience the invigorating sensation of fresh, powder-soft snow, creating an unparalleled contrast therapy experience."

That technology is akin to that employed to produce snow for ski hills, but on a much smaller scale, of course, using approximately 200 litres of water per week to create the white stuff, depending on the size of your room.

Viral TikTok clips show customers trying out a snow room at the Total Fusion gym in Newstead, New Zealand, which one woman touted as "a great alternative" for those who dislike ice baths but still want the benefits of cold therapy. Pier Sixty-Six, a resort in Fort Lauderdale, famously debuted its 13,000-square-foot Zenova Spa, complete with its own snow room for cold training, last year.