The next hipster wave after third wave specialty coffee is here. It is sauna. New proper ways to do sauna ceremonies. Whisks and herbs. Different types of heating, wood. Sauna hats. Form factors. Tent saunas, container saunas. Podcasts in a sauna. Zone 2 training in a sauna.

If I wanted a fiat asset, I would buy shares in companies making sauna gear. Top tier.