Our Take on Unreasonable Hospitality
By saltlake · March 11, 2026
We built PLUNJ on a simple idea: unreasonable hospitality.
In 2022, Will Guidara released Unreasonable Hospitality, the story of turning a fine dinning New York establishment into the #1 restaurant in the world. Not by optimizing efficiency, but by prioritizing generosity, personalization, and human connection.
At its core, it’s about making moments matter. Doing things that don’t scale neatly. Spending time and energy where spreadsheets say not to. Breaking scripts to create experiences people actually remember.
That philosophy shows up everywhere at PLUNJ.
In the space…
- No fake plants — everything living and real.
- Large communal cold pools built for the highest standards of sanitization and comfort.
- Warm bucket showers, because who likes cold showers?!
- Full-scale clean locker rooms with multiple showers, changing areas, personal care items.
In our hosts…
- Energy, enthusiasm, and real interaction throughout your visit.
- Constant resets behind the scenes so every session feels fresh.
- Attention to details most people never see — but always feel.
In the experience…
- A price designed to be accessible, not exclusive. A typical spa with the same outcome (relaxation, rejuvenation, pampering) is 2 or 3 times as pricey as our General Admission.
- Discount Passes that are loaded with value. Transferability. Bonus sessions. Discounted buddy passes.
In a world racing to commoditize wellness, we’re doing the opposite.
PLUNJ is meant to deliver unreasonable value — physically, mentally, emotionally, and socially.
We’re not perfect.
When you choose people over efficiency, things occasionally get messy. But we believe meaningful experiences are worth that tradeoff.
At the end of the day, PLUNJ seems simple: a couple saunas and plunges, some chairs, and towels.
However, our aim is to have big impact on your day, your week, your life— and to make it an experience worth repeating again and again.
We’re unreasonably committed to that mission. Appreciate you being part of it.
P.S. Next time you take the PLUNJ, read a few pages out of Unreasonable Hospitality, it’s on our shelf.
