DUBANYA with a Russian soul
Modern-day Dubai could well be likened to a new Babylon, given the multitude of cultures and languages that coexist within its vibrant tapestry. Entrepreneurs from every corner of the globe conduct business here, each bringing and attempting to instil their own models. In this milieu, one's endeavours become a medium of communication with other market participants, and at times, an aspiration to introduce the world to the finest offerings of one's homeland. The Russian banya stands as a cultural emblem, akin to the balalaika, matryoshka, and samovar. It is an intrinsic part of the national cultural identity that, according to Vladimir Grishchenko, founder of DUBANYA — the first Russian banya in Dubai — has the power to bring happiness to anyone who enters.
The inception of our story is rather unremarkable. I had neither experience in the banya business nor ownership in this sector. However, I have always cherished the banya, which has been an integral part of my life for over twenty-five years. Every Saturday, without fail, I visit the same establishment in Moscow. Even now, when I find myself in the capital, a visit to the Usachevsky Baths is a must. This weekly ritual keeps me feeling splendid and in good health. It has become an indispensable aspect of my existence, known to all who encounter me there.
I have a keen interest in history, traditions, culture, and the myriad benefits the banya provides — it is indeed our national code. This centuries-old tradition remains unchanged. The banya has long served as a gateway into this world; in Russia, it was where we were born. Everything that transpires within the steam room is intimately connected with one's state of mind and body. Contracts are sealed there without the need for papers or seals. There is nothing to hide and nowhere to conceal it. We visit the banya with mutual trust.
The notion to venture into the banya business struck me during the pandemic. As COVID-19 took hold, numerous establishments shut their doors, including saunas. Yet these venues were among the first to resume operations, as regular visits to the banya aid in cleansing the respiratory system and eliminating infections. Rehabilitation and recovery are optimally achieved in the steam room, where specific conditions are essential for proper lung function.
The traditional Russian banya combines heat and humidity with aromas and contrasting procedures that bolster immunity, enhance circulation, and improve cardiac function. When the pandemic began, I shared this idea with my brother. He had been residing in Cyprus for two years and suggested we embark on this new venture. Despite his lack of direct involvement in the banya industry, he was an enthusiast.
My background lies in banking, stock exchanges, finance, and trading — I have spent nearly my entire career in financial firms. Trading and capital movement require high energy and nerves of steel, demanding utmost concentration and attention. My brother's experience is in investment banking; trained as a lawyer, he deals with major transactions and private equity. His work is unrelated to banyas. However, our shared passion for the banya is undeniable; we cannot imagine life without it.
Initially, I intended to establish a banya in Limassol, Cyprus, where a considerable number of Russian-speaking individuals reside and work. We aimed to explore this concept for expatriates and those who have been abroad for extended periods. My brother advised, "Calculate everything." I began drafting ideas: advantages on one page, disadvantages on another. This evolved into a concise three-page business plan. While I was working on it, my brother suggested we try Dubai instead of Cyprus. And thus, it all began.
Dubai also hosts a significant number of our compatriots, and its rapidly developing economy captured our attention. However, there were drawbacks: the long flight distance, the hotter climate, numerous restrictions, and regulations. Despite these challenges, the idea seemed appealing, and we decided to give it a try. We assembled a project team comprising a lawyer, a financier, an architect, and a designer, and commenced creating a roadmap.
The project team convened weekly via online conferences to review the status of all stages. Each member had their own area of responsibility: legal matters, financial issues, marketing, and so forth. During one of our discussions, the phrase "Dubai-banya" emerged. The lawyer proposed the name "DUBANYA," which was born quite by chance — and thus our brand was conceived.
This series of fortuitous events led to the establishment of a unique venue in Dubai that offers people a sense of joy, lightness, and rejuvenation. In short, the banya is life. I visit the banya weekly, regardless of whether I'm in Dubai or Russia. As I mentioned earlier, in Moscow, I frequent public banyas where I prepare the steam and use aromatic herbs, as is customary in such establishments. When we opened DUBANYA in 2022, I realised that I had finally found true happiness and was living my passion — it had completely consumed me.
In my line of work, every detail matters: I am intimately familiar with the intricacies of our banya's operation, including each colleague's concerns. I do not refer to them as employees — they are my team. The banya embodies soul and love. Without love, it is impossible to provide proper care and attention to guests. When you genuinely offer care and attention, a person cannot leave unhappy. For me, the measure is not money, although that is important too, but the happiness of people. The banya represents harmony, balance, and a sense of comfort.
The key to success lies in people. They are the driving force that makes us unique. Regardless of the concept, if those working with you do not share your values or cannot deliver what is needed, success will remain elusive. Therefore, I approach the selection of each individual with great care. I regard them as family members. We are building not just a business but a new social unit. We are a team ready to help and support each other in foreign lands.
If a bathhouse attendant is properly attuned, possesses good experience, and maintains a positive outlook, the service they provide brings joy and happiness to people. Their work is among the most demanding yet honest of labours. It's akin to music — any false note is immediately apparent. When someone performs their duties professionally and with heart, the results are truly remarkable. Although outwardly it may appear the same — steaming, working with birch branches — the essence is fundamentally unique.
The bathhouse attendant acts as a guide. They draw energy from the steam room, or perhaps even the cosmos, and channel it appropriately into each individual. If two people are lying on the benches, their experiences will differ: they have different requests, levels of preparation, and expectations. For the first three to four months, I personally greeted and bid farewell to every guest, endeavouring to understand their needs and expectations. Seeing their radiant faces and joyful smiles reassures me that we are doing everything right. We are here not for monetary gain but to spread and share our culture and tradition abroad.
It may sound somewhat ambitious, but it is genuinely important for me to showcase Russia from a different perspective and bring happiness to people. Happiness is a balance between body and mind, an absence of stress and worries. In the banya, a person is transformed, rejuvenated, and recharged with energy. I aspire for DUBANYA to become more than just a brand known only to its visitors. My dream is to elevate the banya as a symbol of Russia, alongside the balalaika, matryoshka dolls, and samovar. The banya is an integral part of the Russian soul, its embodiment.
Foreigners also visit our banya. It is crucial for us to explain to them the distinction between a banya and a sauna. Any thermal activity involves heating the body and expelling toxins. I tell every foreigner: "You have never experienced anything like this." This sensation can only be felt in an authentic Russian banya. Initially, people fear the birch branches and the cold plunge pool with ice. Yet, after overcoming these fears and relaxing on the hayloft post-steaming, they realise: this is true rebirth.
My goal is to inspire people of other nationalities to fall in love with the tradition of the Russian banya. I dream that foreigners will make up at least half of our guests. When we started two years ago, most guests were Russian-speaking. During a visit to the banya, something always happens: encounters, emotions, events, stories, feedback. Feedback is extremely important to us. Occasionally there are disputes or misunderstandings; guests ask questions that compel us to continuously improve our service. Over two years, I have only been involved in resolving contentious situations a couple of times — usually due to language barriers. Unfortunately, finding skilled bathhouse attendants with excellent English is nearly impossible. I am very committed to developing our team, including language training.
We have yet to welcome sheikhs to DUBANYA, but their close associates do visit — not just from Dubai but also from Qatar. This is important to me. I am willing to make every effort to endear the local population to our traditions. If they come to appreciate all the health and wellness benefits of the banya, we will be very busy for years to come. Currently, about a third of our guests are foreigners, including Arabs. They particularly value body care: skincare, pleasant aromas, and tactile sensations. I am confident that we will succeed in instilling a love for the traditional Russian banya in them.
We have everything necessary to create the quintessential experience of visiting a banya: snow, ice, hay, and all the essential herbs used for aromatherapy, including every type of venik imaginable, such as juniper. The initial reaction to a juniper venik is one of surprise — it pricks at first, then tingles, followed by a sensation of coldness, and ultimately, a feeling of pleasure. This all occurs within the steam room. The very essence of the banya — its atmosphere, its scents — is of utmost importance. Upon entering, people immediately remark, "It smells wonderfully like a banya in here!" Indeed, it is marvellous. What matters is that all the elements are genuine and natural. There are no chemicals, artificial fragrances, or oils — everything is entirely organic. It's an aromatic journey.
We always strive to offer our guests something new, but we first test everything on ourselves. We carefully select soaps, robes, and towels — every detail matters. When someone visits us, they shouldn't have to think about anything; nothing should jar the senses or cause discomfort. I approach this without compromise.
Six months ago, we launched a new venture — professional massage services at DUBANYA. We assembled a top-tier team of specialists with diverse expertise and years of experience in Russia. Like the steaming sessions with our bathhouse attendants, a massage at DUBANYA is a unique experience that must be tried to appreciate the difference from others. We are currently developing a "four-handed massage" programme. I have already tested it myself, with two of our practitioners — a woman and a man — working on me simultaneously. It's quite an extraordinary sensation when both masculine and feminine energies are present together, complementing each other. They work in unison over the body, moving upwards from the feet. It's genuinely impressive. We'll be adding this to our massage menu soon. Dubai has many massage parlours, but they are all quite similar. Often, it's just relaxing strokes and pleasant aromas. However, massage is a crucial part of personal wellness, particularly when paired with a banya visit, as the body is thoroughly warmed and relaxed.
Dubai is a large city with a burgeoning economy and many business visitors. They discover us and are pleasantly surprised. They begin to desire the banya experience repeatedly. It becomes addictive: when done correctly and regularly, living without it becomes unimaginable. And this is just the beginning of the journey. Over time, they start to grasp its true significance.
It's always fascinating to converse with a foreigner after their first visit to the banya. They are often amazed by the variety of unfamiliar beverages. We make our own homemade kvass, importing the wort from Moscow. Without boasting too much, it might be the best kvass: neither too sweet nor too sour, without any aftereffects like heartburn, and it looks excellent. We also prepare a traditional banya drink from lemon, honey, and mineral water. We also offer fruit drinks. Mineral water is essential for restoring the body's water-salt balance and cleansing at a cellular level, especially after intensive steaming sessions when much fluid is lost along with toxins.
We have a partner — a restaurant situated just fifty metres from our banya. They prepare a Russian menu for us. Those who partake in intensive steaming sessions often find themselves quite hungry by the end and in need of replenishing their energy. We offer them dishes from traditional Russian cuisine.
We have meticulously considered every aspect of our business. In fact, we approached the opening with great seriousness. We commissioned a market study and engaged local consultants for an in-depth analysis. They conducted a comprehensive review of all activities in Dubai, which helped us avoid erroneous assumptions during planning and allowed us to establish a clear course of action. In Dubai, everything is straightforward: if you comply with all legal requirements, there will be no issues. It's not possible to negotiate as one might back home; everything must be correct from the outset.
Even before opening, we found a partner and created not just a banya, but a wellness centre offering a variety of services: massage, fitness, pilates, yoga. Our banya is a unique concept for Dubai, where nothing like it existed before. Everything unfolded dynamically: in March 2021, we assembled a project team; by April, we had found a location and met our future partner. In May, we invited them to Moscow, gave them the banya experience, and signed an agreement. By August, we obtained our licence, began construction in November, and opened in May 2022. The entire process took just over a year from conception to realisation. At each stage, we carefully evaluated what needed to be done and how, taking into account local laws and specifics.
No one believes that our banya here is the first and only one. There were instances where people started visiting and, for the first couple of weeks, every other visitor would say, "We also wanted to create a banya; we've been talking about it for ages." While they were thinking and discussing, we went ahead and did it. People often ask where they can visit us in Russia. But we have no branches there — only here in Dubai. This surprises everyone, but it's a fact. Over the past year, I have been actively involved in negotiations and development. There is always room for improvement. We understand that even with experience, adjustments and new elements are sometimes necessary. This is normal because it's impossible to foresee everything, especially when doing something for the first time. It is always a challenge.
Working with people is the most challenging part. You must love them and treat them with utmost care and attention; otherwise, you risk losing their trust. I don't have any inspirational figures to look up to. There are moments when you sit and ponder what to do next. I am convinced that all the answers are already in your mind; it's just important to ask the right questions. Then suddenly someone calls or sends the information you need — it works one hundred percent of the time. If you phrase it correctly, the answer comes quickly. The story of creating DUBANYA helped me understand this once and for all. Life's journey has always hinted at the same thing. It will be daunting regardless, but there's no need to fear. The path is made by walking.
And it's fortunate that I'm not alone on this journey. I'm drawn to extraordinary people and unconventional solutions. When such ideas become known worldwide, it is inspiring. Often, such individuals evoke mixed feelings: they may not be likeable or pleasant, but they are the ones who change the world or make it move faster.
My current state of mind is splendid. The more I immerse myself in my work, the more it captivates me. The inception of DUBANYA came at the perfect moment. My enthusiasm remains undiminished, even after two years. I have ambitions to expand beyond the Emirates and encompass the entire Persian Gulf region. Who knows, perhaps in time we might even venture to establish something in Russia. I am passionate about my work and eager to see it flourish. As long as I have the strength and health, I shall persevere. My personal motto is: "Do what is necessary, and let what will be, be."
Be bold
Be brave
Do Banya
