Today we’d like to introduce you to Styrmir Elí.
Hi Styrmir, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
Since I was young, I’ve always been drawn to creativity and connection — whether through storytelling, building something from scratch, or simply bringing people together. That curiosity led me into the worlds of acting, producing, and entrepreneurship. I studied acting in New York City, which taught me how to be present and take risks — lessons that have helped me in everything I’ve done since. Over time, I realized my true passion lies at the intersection of creativity, community, and experience design. That’s how SUND was born.
We all face challenges, but looking back would you describe it as a relatively smooth road?
It’s been far from smooth — but I wouldn’t want it any other way. The biggest challenges have come in the quiet moments after finishing a big project, staring at a blank slate, unsure of what’s next. It’s like standing in an open field with no trail markers — you can walk in any direction, which is freeing, but also terrifying, especially when there’s no steady paycheck coming in. In those moments, I’ve had to really trust my instincts and keep moving forward, even when the path wasn’t clear.
As you know, we’re big fans of SUND. For our readers who might not be as familiar what can you tell them about the brand?
Right now, my focus is on building SUND, an outdoor rooftop bathing sanctuary that brings the essence of Icelandic wellness culture to New York City.
SUND is inspired by the geothermal pools and communal bathhouses found in every Icelandic town, where people of all ages gather — not just to unwind, but to connect. These places are social hubs as much as wellness spaces. That’s the soul of what we’re building.
We offer guided sauna rituals, rooftop hot tubs, cold plunges, and beautifully designed spaces for rest, reflection, and conversation. But more than that, SUND is a philosophy — one that says well-being is not something you “fit in” to your schedule.
What sets us apart is that we’re not chasing a luxury or elite spa vibe. We’re creating a modern-day public bath — a third space where you can sweat out your stress, take a cold plunge, socialize with friends while watching the skyline, and walk away feeling grounded and alive.
I’m most proud of how holistic and human the experience is. Everything — from the design to the programming to the pricing — is created to make SUND feel like it belongs to you. A place you’ll come back to every week, not just on special occasions. Because wellness shouldn’t be a rare treat — it should be a part of everyday urban life.
Where do you see things going in the next 5-10 years?
The wellness industry is undergoing a massive transformation. — especially in cities.
People are craving something deeper, alternative activities and ways to socialize. Real connection, communal rituals, and a break from screens and stimulation. That’s where SUND comes in.
I believe the next evolution of wellness is social, analog, and elemental. We’re creating a space where phones are put away, conversations happen face to face, and you’re fully present with yourself and the people around you. Whether you’re sweating together in a hot sauna, breathing through the shock of a cold plunge, or watching the sunset from a rooftop tub — it’s about shared experience.
We’re also bringing people back into contact with the elements. Even in the middle of Manhattan, SUND reconnects you to something primal. You feel the wind on your skin, your body working to adjust, your nervous system resetting. It’s a brand new way to approach wellness.
We’re at the start of a new era where communal wellness experiences will become central to how people live in cities. Think of how cafés changed work culture, or how boutique fitness redefined group exercise. Bathhouses are next. Over the next 5–10 years, I see communal bathing becoming as essential to city life as coffee shops and gyms once were. SUND isn’t a spa. It’s not a gym. It’s a new kind of public ritual space — where people come together to feel better, not just physically, but emotionally and socially.
We’re building a culture, not just a company. I’m most proud of how holistic and human the experience is. Everything — from the design to the programming to the pricing — is created to make SUND feel like it belongs to you. A place you’ll come back to every week, not just on special occasions. Because wellness shouldn’t be a rare treat — it should be a part of everyday urban life.
Pricing:
- 30-70 usd
Contact Info:
- Website: www.sundnyc.com
Image Credits
Sigurður Oddsson
Patrik Andersson