The "Rolls-Royce" of Banyas
In the heart of dazzling Dubai, amidst its ultra-modern skyscrapers that seem to touch the clouds, there exists a place where time appears to stand still. Here, steam rises from a stove crafted by the world's finest stove-maker, enveloping you in a gentle warmth. Soft lighting, comfortable furnishings, a spa, and a concierge service that anticipates your every desire accompany delicious, healthy cuisine, kvass, and an array of beverages — everything needed for complete relaxation and rejuvenation. Artem Avanesov, partner and CEO of Banya Forrest, elaborates on the mission to serve people and the concept of social wellness.
The journey began in 2014, and this year marks our 10th anniversary. It all started with the establishment of BSI Lifestyle, which was founded as an offshoot of the larger BSI UK, a leading tour operator in England. BSI Lifestyle is a concierge service club offering one unique service: a personal assistant available around the clock. The quality of service is paramount to us. Although concierge services are now popular and even offered by banks, we focus on delivering a high level of service. We do not have thousands of clients; we limit ourselves to 200 accounts, each representing a family. This cap was set from the outset and remains unchanged. We do not engage in marketing — our priority is service.
We pay attention to details, thinking ahead for our clients and learning their preferences. When someone subscribes and becomes a member of the BSI Lifestyle club, they are assigned a personal assistant. This assistant will know that the client prefers to fly in the second row of business class by the window. Our staff won't need constant reminders. The client simply needs to specify their travel destination, and the assistant will book that exact seat. This example may seem simple, but such nuances are numerous. They form the mosaic of our service. Anyone can create something beautiful and tidy, but our task is to anticipate everything for our clients.
Our primary focus is travel. We are part of a group of companies involved in tourism, and 70% of client requests are related to travel in some form. High-level travel is our speciality. We organise flights, yacht charters, tours across South America, and many other destinations worldwide. At times, we send staff to accompany clients to ensure everything runs smoothly on-site; at other times, this isn't necessary. The remaining 30% of requests pertain to concierge services: booking restaurant tables, purchasing exclusive items like Birkin bags, and much more.
About two and a half years ago, during one of our board meetings, we discussed new investments and development directions. This was at the beginning of 2022, as the COVID-19 pandemic was waning. Traditionally, we hold our board meetings in the founder's bathhouse, and during one such meeting, we decided to turn the bathhouse into a commercial venture.
In 2022, launching a business in Dubai was a logical decision. As the hub of the world, it attracts everyone, yet the concept of a traditional banya was still unfamiliar there. Finding a suitable venue took considerable time, as this task is not straightforward in Dubai. Resources showcasing commercial properties often feature offices or warehouses. Estate agents frequently prefer to show properties that benefit them and tend to shy away from commercial real estate due to the workload compared to residential properties. We, however, required a premium location. We were building the "Rolls-Royce" of banyas, and thus sought an appropriate setting. Ultimately, we chose Bluewaters Island, part of Dubai Holdings. They meticulously vet investors and projects, scrutinising financial plans and assessing the potential profitability and prestige of each venture.
Once we had settled on the project and developed a financial model, we committed to commencing construction. By European standards, we proceeded swiftly — remarkably so. Although the builders promised completion two to three months earlier, the delay amounted to precisely those two or three months. Overall, we calculated that from the initial concept to opening our doors took about two years, with the project itself taking exactly one year, including selecting the venue and working with designers. We are delighted with the opening and the warm reception we received.
Our mission is to make people happy — this is the philosophy of our group of companies, including BSI Lifestyle. Customer service exists to provide comfort and joy to people. At BSI Lifestyle, we have an unspoken rule: the word "no" does not exist. If a client desires something that seems impossible at first glance, we always say, "Okay, understood, let's see what we can do." Even if we realise it is genuinely impossible, we do not say "no." Instead, we offer alternatives, striving to understand how the request arose and what the client aims to achieve. After hearing the phrase "the word 'no' does not exist", it became my creed and deeply resonates with me. Now, whenever someone tells me something is impossible, I become determined to prove them wrong.
It was based on this principle that we created our banya. We started with what is most important. In discussing the concept, we agreed that for us, a banya is primarily about the stove. We chose a specific stove builder because quality matters to us. Vladimir Kapaev has written an entire book on stoves and is his passion. A banya is not merely about oak twigs or a steam room or a place for socialising over beer. The stove creates steam, and steam is what defines a banya.
Similar stoves are found in banyas throughout Russia — in Yoshkar-Ola, Kaliningrad, and Usachevsky. They can operate on gas or electricity, but the effect remains the same. The uniqueness of this stove lies in how it produces and retains steam, creating the atmosphere in the steam room. I cannot reveal all its secrets — this is intellectual property. However, I can share that the stove has a constant airflow system.
When we sit in the steam room and perspire, hot air with steam rises while cooler air with sweat descends. At the bottom is an extractor that continuously removes air from the steam room. Simultaneously, fresh air enters through the roof, passing through purifiers. As a result, we sit in the banya breathing fresh air despite it being a public space where people sweat. In an ordinary public sauna, one breathes in others' sweat, which is unpleasant and unhealthy. This is something we have entirely eliminated in our establishment.
We began with this core idea, meticulously refining every other aspect with the same attention to detail, like in our concierge service. We conceived the idea of green chairs with 'ears' — our own innovation. It took two months to convey our vision to the designer. We rejected four or five prototypes before achieving a unique chair, unlike any other — a combination of a lounge chair and a dining chair. A typical lounge chair resembles an English chair with a broad back — deep-seated, with knees higher than the hips. It's comfortable for sitting but difficult to rise from, placing strain on the knees. It's not suitable for dining, more for lounging with a cup of tea. We adjusted the seats and backs with millimetre precision for optimal comfort. Our chair allows you to relax, then sit properly, pull up to the table, and dine.
The builders faced challenges: they needed to move a wall by 10 centimetres so equipment could fit through. I refused because it would make the corridor too narrow. They remarked that others wouldn't have worried about it. We studied the construction plan, swapped room locations, and selected non-slip stones. We used real wood throughout, with African teak in the wet areas. Our meticulous attention to detail is evident everywhere. Clients say there's nothing to criticise — everything is comfortable and well-executed.
Naturally, we're not perfect. There's always something that needs tweaking. We're constantly dissatisfied: touch up here, finish there. Clients don't even notice; they're guaranteed a relaxing time, yet we continue to improve. Our perfectionism is fuelled by Dubai's current atmosphere.
In 2010, I lived briefly in Dubai, vowing never to return. But never say "never." I returned during England's first lockdown. In London, no one left their homes for three months, whereas in Dubai, you could walk around wearing a mask. I realised then that the city had changed and become more liveable. It was easier here to endure COVID-19 and establish a company. Opening a bank account is more challenging than in England, but everything else is manageable. Ordering food or medicine — everything is delivered promptly. Need to refuel your car — a tanker will come to you.
Despite the challenges, innovation is possible here. We're pioneers. Before us, there was another banya, but it was private; ours is a classic banya with a restaurant and public area. Here, people eat, relax, get massages, and drink alcohol. Local authorities found it hard to grasp, and we had to explain at length the necessity of such a format to the government. The authorities simply couldn't understand that we wanted to create a unique place where people could not only unwind and rejuvenate but also enjoy fine dining and drinks. It's a comprehensive approach to leisure and wellness. We envisioned our "spa centre" as more than just a place for treatments; it's an oasis where you can spend an entire day without rushing around.
Yes, it took considerable effort to explain our concept and secure all necessary permissions. But we were confident in our vision. We knew that if we could bring our ideas to life, we'd create a unique venue that would attract people with its quality and atmosphere. The process was complex and lengthy. Perhaps if someone else tried this journey tomorrow, they might not succeed. The laws operate differently here. But we managed to overcome all obstacles.
In London, for instance, if the law prohibits something, altering it is virtually impossible. Everything operates according to strict checklists: if you fail to meet even one criterion, you will be denied. In Dubai, however, things are different. Here, you can engage in dialogue with the authorities, explain your position, and listen to their reasoning. It is important to understand the reasons behind prohibitions and seek compromises. The government is open to dialogue with entrepreneurs from different backgrounds and to innovations. This is a significant advantage that is evident in many aspects.
There was an interesting story about how people live in different parts of the world. Some friends from Dubai visited us while we were in Italy. One of them looked at my white car, which was a bit dusty, and said, "It's so convenient in Dubai! Wherever you go, you pay 30 dirhams and your car sparkles." And it's true. Recently, I was at a bathhouse. I arrived at the car park, left my car, and went about my business. Suddenly, I saw a young man running towards me, shouting, "Sir, sir!" I was surprised and said, "I didn't ask you for anything!" He replied, "No worries, if you don't need it, it's not a problem." He simply washed the car. Such wonders do happen.
In May, we had 1,700 visitors, despite April and May being the end of the season when many people fly to Europe. We've just got through July and August when restaurants are usually empty. Yet every Friday, Saturday, and Sunday, we had between 50 to 100 people a day. That's a good result for such a hot month. Of course, on other days there are fewer visitors because it's the low season.
I visit the bathhouse almost every day and see familiar faces. People try it out and keep coming back. That's an important indicator of success. We don't just have Russian-speaking clients. It's too early to compile statistics, but it feels like about 15-20% of our visitors are non-Russian speakers. That's really impressive.
Initially, our concept was that 80% of our marketing efforts would focus on educating the local population about what a banya is. The Russian-speaking audience already knows what it is and was pleased with the opening. Our goal is international clients. And we're seeing excellent results. We have regulars from Blue Waters who come two or three times a week. British, Irish, Japanese, Chinese — all of them visit our banya. One Japanese visitor even made a video for his Instagram about how he travels the world visiting interesting saunas and banyas. He tagged us, and that's how we learned of his visit. It's a significant plus. One of our goals is to popularise the banya worldwide.
After all, a banya is much healthier than a sauna.. A sauna or steam room can be a breeding ground for bacteria. I believe banyas are the best that the world of steam has to offer. Thirty years ago, no one in the West had heard of yoga. Now it's in every hotel and practised worldwide. We want to achieve the same for the banya.
I observe a multitude of international clients who become our regular visitors. They are captivated by the banya because it offers them something entirely novel, elements that don't quite fit into their mindset. The icy plunge pool with water at 6 degrees, snow in Dubai, the oak twig whisk used for light slapping — initially perplexing, but once tried, it all becomes clear. And the food. Clients understand pelmeni and vareniki because they resemble dumplings. Vinaigrette salad is usually very well received. But what astonishes them the most is kvass. We tell them it's the Russian Coca-Cola. Indeed, our kvass is exceptionally tasty because we make it ourselves — with love. We aim to register it as a separate product and sell it outside of our establishment. Perhaps it will soon appear on store shelves. I can't recall a single bad review about our kvass or pelmeni. People are simply delighted.
Our visitors are quite diverse. We've had a Qatari prince, celebrities, and boxers. We don't boast about this on Instagram, but perhaps one day it will be mentioned. It's not just the elite who frequent our banya. We also welcome ordinary working folk. In the banya, everyone is equal: sheikhs, oligarchs, and labourers alike.
People come and sit at different tables. One person sits sipping tea during the day, another sits a little further away, both engrossed in their phones. I observe this every day. Then they head to the steam room and return chatting, exchanging phone numbers, and hugging goodbye. It's a place of strength where everyone becomes closer to one another.
The banya connects people. It's a fact. We call this phenomenon social wellness, and it truly works. By the way, if you're planning to start a business in Dubai, I recommend joining a business club straight away — it's crucial to find yourself in the right community from the outset.
I've been part of Vision for three years now, and during this time I've seen many people arrive in Dubai, attempt to accomplish something, only to be deceived and made to pay exorbitant amounts. Then they would come to Vision, where they'd be told: "Here's a contact for a banker, go ahead and do it yourself, no money needed." It turns out that someone who arrived just three weeks ago could sit at a table in the club and instantly gain access to numerous verified contacts. Everything accumulated was simply handed over: "You're in the club, you're a member, here's a contact verified by me and others."
In Dubai, this is especially important. Here, networking is paramount. If you find yourself in poor company, you slow your growth and lose money. Therefore, it's vital to find a good community or trusted contacts. Start with someone you trust right now. In Dubai, opportunities grow like trees. There are no issues with development if you know the right people. But don't trust social media — the reality here is different.
What inspires me most about this reality is the freedom of thought and action. If I want to do something, I do it; if it doesn't work out, I try something else. In both my personal and professional life, I am guided by the understanding that boundaries exist only in the mind. We set up barriers for ourselves. They can be reconstructed because, in truth, they don't exist. This understanding has become my primary driving force. Everything else is merely the result of how devoted you are to the endeavour you live by.
