Sense Of Self sets a new standard in Bathhouse Bliss !

By Louise May

Freya Berwick is the owner and director of Sense Of Self, an urban bathhouse on the border of Collingwood and Fitzroy in Melbourne’s thriving inner north.

Raised in Queensland’s tropical Daintree region on a small, sustainable farm, Freya has always believed in the power of connection with nature, place, and self. She went on to study Science with a major in Botany and Ecology at University, followed by a Masters Degree in Entrepreneurship.

FREYA BERWICK

Alongside her studies, Freya’s professional career spans across both hospitality management and the start-up industry; with the common denominator of bringing people together and establishing a connection to time and place through her work.

Freya’s passion for Scandinavian design and the Nordic way of life was born during three years living in Norway where she was exposed to the many benefits of communal bathing, cold water therapy and sauna.

With international hotel management experience under her belt, Freya returned to Australia with a sense of purpose to build a business that champions genuine hospitality, and great design and is value-led at its core.

Beauty Biz Editor Louise May chats with Freya Berwick..

What inspired you to create Sense of Self, and how has your vision evolved since its founding?

Our mission at Sense Of Self is to create and serve places of belonging by bringing a new standard of well-being to our customers and our team, inspired by global bathing cultures as an antidote to the increasing stress and disconnection associated with our 24/7 lifestyles.

Since launching the vision hasn’t really changed to be honest- we consider our purpose and values in everything we do, which helps us keep our value proposition super clear.

You have a background in hospitality design and botanical science, how has that influenced the development of Sense Of Self?

Alongside my studies, my professional career has spanned across both hospitality management and the start-up industry, with the common theme of bringing people together and establishing a connection to time and place through physical design and customer service.

So, while it may seem a bit abstract on paper, opening something like Sense Of Self felt like the perfect culmination of everything I love!

Can you share a bit about your experience in Norway and how it shaped your understanding of sauna culture and design?

I love Norway! I spent three years there living in a small town up in the western fjords where I was introduced to sauna and cold bathing thanks to the little sauna we had where I worked, which was adjacent to the fjord.

Whilst it wasn’t built while I lived there, the town now has a beautiful floating sauna on the fjord that locals and tourists enjoy year-round.

Norwegian sauna culture, though not as established as its Finnish counterpart, is deeply rooted in the Norwegian lifestyle and connection to nature.

What struck me in Norway, and the rest of western Europe, was that the sauna is more than a functional space and instead seen as a place of relaxation, socialisation, and a way to connect with nature, and it is this approach that has been applied to Sense Of Self.

What sets Sense Of Self apart from other spas, and how do you ensure world-class customer service?

Internally we don’t really think of ourselves as a spa, and instead more like an extension of our home, so that is probably the first thing. We want every customer interaction to create meaning and connection for that person, and to never feel transactional.

We maintain this by being very feedback-oriented, having super detailed training, having clear processes so as to ensure consistency in the experience, and of course by exposing ourselves to the new and exciting things other people in hospitality are doing.

Could you elaborate on your belief in the power of connection with place and self, and how it’s reflected in Sense Of Self?

The belief in the power of connection with place and the self comes from the interplay between our external environment and internal world.

Humans have an innate need to feel connected to their environment- when we establish a meaningful connection with our community or local surrounds, whether it’s a natural landscape, a neighbourhood, or a cultural site, we feel a sense of belonging and deepen our understanding of ourselves and our place in the world.

At Sense Of Self, we wanted to create an experience that is very deliberate (but subtle!) about this- a space dedicated to selfconnection and belonging.

Connection is considered at every level of the experience from the values, through to the material choice and training materials. This all sounds very serious though and isn’t something we tout, just something we hope our guests feel without noticing!

How do you maintain inclusivity, ensuring it’s welcoming to all individuals?

First of all, I would like to acknowledge that inclusivity is something we strive for, not something we feel we will ever achieve because what feels inclusive to one person might feel intimidating to another.

As a business, our commitment is to always be open to learning and new perspectives, which we hope translates into a welcoming, safe, and respectful environment for as many people as possible.

Again, how we do this is multi-faceted and involves everything from engaging different cohorts of the community in design development, ensuring we hire a diverse group of people, through to training that exposes our staff to alternative life experiences.

What drives your passion for creating spaces that prioritise both beauty and holistic well-being?

For us, wellbeing means being comfortable and has very little to do with the way someone looks, so beauty outcomes for guests isn’t something we talk about.

Beauty in our design and experience, however, is very much a part of our narrative, and that is because we believe good design and beautiful spaces can create opportunity for presence, delight, and transcending your everyday.

Beautiful design is often a luxury, so we try to walk the fine line of occupying a beautiful space, without the intimidation factor.

How do you envision the future growth and direction of Sense Of Self?

We will continue doing what we are doing, doubling down on all the above as we build out to new sites and find ways to connect with our audience outside of our four walls!

@sos.senseofself