ALNA SAUNA & ICE BATH
Grounded Growth for a New, Science-Backed Sauna and Ice Bath Sanctuary
Brand discovery | Go‑to‑market roadmap | Messaging and story pillars | Website and landing page copy | Newsletter template and launch support | Social media strategy | Organic & paid social content creation
The Bottom Line
ALNA Ice Bath & Sauna partnered with Forge & Spark to build a thoughtful go‑to‑market presence from the ground up—from launch strategy and web copy through to social content that quickly began growing a values‑aligned community. Within the first 30 days of launch activity, ALNA’s Instagram presence grew from 0 to 300 followers through a mix of compelling organic storytelling and cost‑effective boosted posts.
The Challenge: “How Do We Explain That We’re Not Just Another Wellness Space?”
When Nat and Alex set out to open ALNA Ice Bath & Sauna, they weren’t just launching another wellness space—they were creating a carefully designed, science‑backed sanctuary where everyday people could experience the benefits of hot and cold therapy in a safe, personalized way. What they needed was a trusted content partner to translate that care and expertise into a clear, compelling digital presence that could support a successful launch and sustainable growth.
With construction underway and timelines tight, ALNA needed to clarify their story, define their ideal guests, and show up online with the same warmth and professionalism people would soon feel in the space itself—all while staying focused on building the business.
Our Approach: Discovery, Strategy, Launch
Forge & Spark began with a roadmap for ALNA’s online presence, including a competitive audit, persona development, objectives and KPIs, and a clear strategy across website, email, and social channels. Together, we defined story pillars that balanced science and sensation: communicating the evidence‑based benefits of contrast therapy while honouring ALNA’s emphasis on safety, inclusion, and genuine hospitality.
The Transformation and Results (so far)
Within the first month of social activity, ALNA’s Instagram grew from zero to a few hundred highly engaged followers, creating a warm, ready‑to‑book audience ahead of opening. The content not only introduced the brand, but also eased nerves around cold plunges and first‑time sauna visits—helping prospective guests feel informed, welcomed, and cared for before they ever stepped through the door.
The roadmap, content systems, and early web presence gave Nat and Alex clarity and confidence, freeing them up to focus on operations and in‑person experience while still building momentum online. As we continue to expand the website and deepen ALNA’s content presence, the foundation we built together is supporting a launch rooted not in hype, but in trust, education, and genuine community connection.
Snapshot of Early Impact
➡️ Instagram audience: From 0 to ~300 engaged, local followers in the first 30 days, driven by organic content plus light, targeted boosts.
➡️ Launch‑ready content system: A 90‑day plan, newsletter template, and clear story pillars to guide consistent communication across channels.
➡️ Conversion‑ready touchpoints: A focused landing page, on‑brand signage with QR codes, and evolving website copy supporting inquiries and bookings.
Why We Love Working With ALNA
Working with Nat and Alex has felt less like a traditional client relationship and more like joining forces with two deeply thoughtful hosts who care about every single person who walks through their doors. Their commitment to science, safety, and nervous‑system‑friendly experiences has made it a joy to craft content that meets people where they are—curious, sometimes a little nervous, and very ready for a gentler approach to wellness.
Most of all, this partnership reflects what Forge & Spark values most: building something sustainable and heart‑forward together, with room for experimentation, learning, and long‑term growth. Plus, they’re absolute sweethearts: honest, truly collaborative, and gracious. We’re incredibly grateful. 💛
Explore more stories of how Forge & Spark helps purpose‑driven brands tell their stories with clarity, care, and impact on our projects page.