Big moment for us—Lore just landed in the New York Times. What started as a simple idea — a place to sweat, plunge, and connect — is now real enough to be in print. Seeing Lore in the Sunday paper feels surreal, and it’s just the beginning. We built this for everyday rhythm, not one-off escapes. A neighborhood spot where heat, cold, and community come together. Opening soon in Noho — can’t wait to welcome you in.