The New Global Wellness Trend: Sauna
Sauna is becoming the new "hot spot" in the global wellness sector.
Originating in Finland, sauna uses high-temperature dry heat or water-ladled wet steam (up to 100°C) and alternating hot-cold cycles to stimulate sweating, with sessions lasting 1 to 2 hours.
Above: A sauna in Finland
Saunas are ubiquitous in Finland. Although the country's population is just over 5.6 million, it has about 3.3 million saunas, meaning roughly one sauna for every two people. In 2020, Finnish sauna culture was inscribed on UNESCO's Representative List of the Intangible Cultural Heritage of Humanity.
Above: Finland has also developed various types of saunas, such as the "sauna raft" floating on the Oulujoki River.
In the global sauna market, the UK has seen particularly notable growth. According to data from the British Sauna Society, the number of public sauna venues in the UK has jumped from 45 in 2023 to 540 by the end of 2025, and by March this year, it had grown to 640. A report by market research firm Grand View Research indicates that by 2033, the UK could become the world's largest sauna market, even surpassing Finland, the birthplace of sauna.
That report also notes that the United States is also set to become a leader in the global sauna market, with projections of growth to $311 million by 2033, and last year the U.S. accounted for 21.6% of the global sauna market share.
Bloomberg reports that a new generation of stylish, community-focused saunas are becoming an alternative to cafes, bars, and clubs.
Saunas are not only popular in Europe and the U.S. but are also beginning to penetrate Asian markets. The Korea Times has also reported that in South Korea, more and more people in their 20s and 30s are visiting saunas, with the market even seeing high-end single-person sauna experiences and private rooms offering traditional Korean body scrubs.
Why is sauna culture developing rapidly worldwide?
The study "Sauna culture improves physical and mental wellbeing in the UK through social connection and ritual" shows that saunas are beneficial not only for physical health (especially cardiovascular and metabolic health) but also for mental health, as people from different backgrounds can form strong emotional bonds through shared rituals in the sauna, thereby strengthening their sense of community belonging.
Above: Community Sauna Baths, a non-profit sauna center in London, regularly offers sauna and cold water immersion facilities and hosts activities such as sauna meditation and yoga.
The sauna craze is also driving home sauna brands to see a surge in sales.
Global sauna equipment giant Harvia reported first-quarter 2026 revenue of €58.6 million, up 12.7% year-on-year, or 18.3% at comparable exchange rates, setting a record for the quarter. Its U.S. home sauna brand, Almost Heaven Saunas, is very popular in North America.
Founded in 2021 and headquartered in San Diego, California, home sauna brand Sun Home Saunas is expected to generate over $50 million in revenue in 2025, more than double the previous year.
According to market research firm Market Intelo, in 2024, the global home sauna market was valued at $1.7 billion and is projected to reach $3.2 billion by 2033.
Above: Home sauna products from Sun Home Saunas
Mark Boulding, Vice President of Marketing and Growth at Canadian sauna equipment retailer Leisurecraft, said: "Saunas have gone from a niche product to a mainstream product. The vast majority of first-time home sauna buyers are people who have never been exposed to saunas before, including young families, longevity-focused professionals, athletes, biohackers, and homeowners with limited outdoor space."
Kevin Thompson, General Manager of U.S. sauna equipment retailer Spa and Sauna Co., said: "Saunas have a small footprint, which gives them an advantage over hot tubs, and with the growing enthusiasm for outdoor saunas, barrel saunas are becoming a significant growth driver for the entire sauna category."
| Sources: CNN, The Guardian, Bloomberg, The Korea Times, Science Direct, Sparetailer
| Images: Unsplash, Visit Finland, Sun Home Saunas official website, Community Sauna Baths official website