Sauna industry heating up in the U.S.

Key Concepts

• Sauna Industry Growth: Rapid expansion of the US sauna market, projected at $151 million growth between 2025-2029.
• Finnish Sauna Culture: Deeply ingrained lifestyle emphasizing family, nature, and a holistic experience beyond just heat.
• Bathhouse Trend: Increasing popularity of bathhouses as social spaces, sometimes replacing traditional happy hour activities.
• Sauna Quality Concerns: Variability in quality, particularly in commercially available saunas (e.g., gyms), compared to traditional Finnish standards.
• Sauna Safety: Important considerations for safe sauna use, including hydration, duration, and cautions for specific populations.

The Rising US Sauna Market & Cultural Differences

The US sauna industry is experiencing significant growth, with market research from Technavio projecting a $151 million increase in market size between 2025 and 2029. This surge is attributed to growing wellness trends, a search for fitness alternatives, and the increasing appeal of bathhouses as social venues – a trend highlighted by articles discussing people choosing bathhouses over traditional happy hour gatherings.

Finnish Sauna Culture vs. the US Experience

Errol Kilby, Chair and Interim President of the North American Sauna Society, emphasizes a stark contrast between the deeply rooted sauna culture of Finland and the emerging scene in the US. In Finland, sauna is not merely about heat exposure; it’s a holistic lifestyle interwoven with family, friends, nature, and a specific ritual involving hot-cold cycles, rest, and hydration. Kilby notes that he has observed this difference over his 30 years in the US. He points out that Finland has been repeatedly ranked as the happiest country by the UN, though ironically, this recognition makes Finns aware of the greater misery experienced elsewhere.

He explains that the current US market is characterized by a proliferation of spas and bathhouses, but often features lower-quality residential saunas, particularly those found in gyms. These can be poorly ventilated and lack the attention to detail found in traditional Finnish saunas. Kilby believes the US is in a transitional phase, ultimately moving towards a more authentic sauna experience akin to the Finnish model, but acknowledges this will take time.

Commercialization and the "Learning Process"

Kilby acknowledges the commercialization of sauna culture, noting a shift away from alcohol consumption towards activities like “hubbing and dubbing” (referring to social sauna experiences). He views this as a natural progression and a “learning process,” expressing confidence that Americans will eventually embrace sauna in a manner similar to Finns. He frames the current spa and bathhouse trend as a phase in this evolution.

The Addictive Nature & Holistic Benefits of Sauna

Kilby describes sauna as “very addictive” due to its holistic benefits. He highlights the combination of heat, cold, rest, hydration, and social connection as key components. He playfully states that sauna is “the only way to get high with only drinking water,” emphasizing its positive health effects.

Sauna Safety Recommendations

CBS News medical contributor Dr. Selene Gounder provided safety guidelines for sauna use. These include:

• Avoid Alcohol: Refrain from consuming alcohol before or during sauna sessions.
• Hydrate Well: Drink plenty of water to prevent dehydration.
• Limit Duration: Restrict the amount of time spent inside the sauna.
• Stand Slowly: Rise slowly to avoid dizziness or lightheadedness.
• Cool Down Gradually: Allow the body to cool down slowly after exiting the sauna.
• Caution for Specific Populations: Individuals who are older, pregnant, or immunocompromised should exercise caution and consult with a healthcare professional before using a sauna.

Logical Connections & Synthesis

The interview establishes a clear connection between the growing popularity of saunas in the US and the desire for wellness and social experiences. However, it also highlights a significant cultural gap between the US experience and the deeply ingrained traditions of Finnish sauna culture. Kilby’s perspective suggests that the US market is evolving, moving from a focus on commercialization and novelty towards a more holistic and authentic approach. The inclusion of Dr. Gounder’s safety recommendations underscores the importance of responsible sauna use as the practice gains wider acceptance.

The main takeaway is that while the US sauna industry is experiencing rapid growth, achieving the full benefits and cultural richness of sauna requires a deeper understanding and appreciation of the traditions that have made it a cornerstone of Finnish life.