Roots & River
From Sweden to the Schuylkill The idea didn't start in a boardroom. It started on a trip to Sweden, where we saw how saunas were meant to be: in nature, close to freezing water, and open to everyone. We missed that deep connection to the outdoors. When we couldn't find a sauna in Philadelphia that wasn't hidden inside a medical office or a strip mall, we had one custom-built in Canada and brought it here ourselves.
The Nomadic Years (2024–2025) We didn't just pop up overnight. For our first season, we were nomadic, hunting for a home. We hosted sessions overlooking Valley Forge and at Fitzwater Station in Phoenixville. It was hard work finding spots that would host us, but it proved one thing: Philly needed this. Now, thanks to the Philadelphia Swim Club, we have a home base on the river for the 2026 season.
Fire, Ice, and No Pretense Our philosophy is simple: We keep the fire strong, we keep the cold plunge cold, and you make the space your own.
We provide the heat and the silence; you bring the vibe. Whether you need deep meditation or a place to laugh with friends, this space takes on the energy of the people inside it.
Why the River? There is life happening all around us here, geese, squirrels, fish, and even the occasional otter. Through the sauna’s panoramic window, you aren't watching a TV; you’re watching the river ecosystem. The heat forces you to put the phone down, and the view forces you to pause. It’s a rare chance to confront the silence and connect with yourself and others.
A Community Effort This project is a labor of love by The Ugas Family and a crew of local supporters. We are also proud to partner with The Aroma Alchemist, a local aromatherapist who curates essential oils available for every session.
Meet the Team
Jose Ugas
Founder
For Jose, Fiorst is about translating a global experience into a local sanctuary. Drawing on his experience in process engineering and business management, Jose sought to recreate the authentic sauna culture found in other parts of the world and bring it home to Pennsylvania.
As the Founder, Jose is responsible for the design and direction of the Fiorst concept. He combines a disciplined operational background with a passion for community wellness, working behind the scenes to ensure Fiorst remains a sanctuary for those seeking a unique Nordic wellness experience.
Aiden Subers
Experience Lead
For Aiden, wellness is where data meets discipline. With a background in Data Science and professional experience in the medical field, Aiden brings a knowledgeable and analytical perspective to the art of recovery.
As the Experience Lead, Aiden manages the daily pulse of the sauna. He translates the vision into reality, guiding guests through their thermal cycles and ensuring every visitor feels supported, educated, and revitalized. Whether you are a first-timer or an athlete, Aiden is there to help you optimize your session.
Ashley Marks
The Aroma Alchemist
Ashley Marie Marks is the aromatherapist behind The Aroma Alchemists, a luxury aromatherapy and sensory wellness brand rooted in ritual, nature, and energetic refinement. Her work blends organic and wild-crafted botanicals with intentional scent design, creating immersive experiences that support nervous system regulation, emotional clarity, and embodied presence.
Ashley approaches aromatherapy as both an art and a form of energetic alchemy, where scent becomes a gateway to restoration and resonance. At Fiorst, Ashley supports the sensory and ritual elements of the sauna experience, curating aromatherapeutic offerings that deepen relaxation and elevate the body-mind connection.