It’s getting hot in here… Why is everyone suddenly obsessed with saunas?

Saunas have been dubbed the new cornerstone to a healthier and happier way of life, so we delve deep into the market of hip heat therapy to see why many believe it is the key to ultimate wellbeing. 

The wellness market is ever expanding, and the demand to reinvent old, tried and tested methods of rejuvenation is constant. In 2024, the Global Wellness Summit (where experts across 11 sectors of the industry collate a yearly report) predicted that saunas would be on the rise… more specifically: the ‘Sauna Reimagined’.

The premise behind this section of the report is that metropolitan cities are introducing the idea of a sauna culture into their citizens' lifestyle. From Chicago to Tokyo, we are seeing beachside saunas pop up, art installations adopt the idea, and even sauna festivals hit the fields (see London’s Hackney Wick for their ‘The Saunaverse’ celebration in 2023). In Oslo, a company called SALT offers rooms with the capacity of 100 people, holding concerts, and even drag shows, in the sweaty wooden confines. 

Across the pond from Norway, Finland was named the ‘Happiest Country in the World’ for the eighth year in a row, and with a thriving sauna culture deeply ingrained into their tradition, people are starting to wonder what the correlation is. With an estimated 3.3 million saunas for a population of 5.5 million people, the rituals and experiences associated with the use of saunas mean that there are more shared social spaces for this wellness practice. And as Western countries like the UK experience a loneliness epidemic and mental health crisis, introducing the custom of joint saunas could be the answer. 

It would seem new brands are taking the idea of tradition, ritual, and simple wellness and refreshing it – a sauna renaissance, if you will. Predictions outline that the global sauna market will be reaching over £144 billion in the next five years, with an annual growth rate of 7.43%. Class Pass also reported saunas to be one of the top 5 most booked wellness reservations in 2024. The Global Wellness Summit report notes the UK, Australia, and Japan are especially interesting markets for the ‘Sauna Reimagined’, so we can expect to see an influx of health-conscious and hipster hybrid spaces popping up in our local area. 

But do saunas actually make us happy? Should we really be investing this much time, space, and money into a rather abstract practice? And why do we need trendy alternative sweatboxes? What’s wrong with the classic clammy back room at the local gym? Here, we check out why saunas are the hottest (literally) thing on the market right now, and weigh up whether it’s worth the investment, or another sticky fad from the wellness industry…

What is a sauna? 

A sauna is a room made of wood that has been designed to reach a specific temperature for relaxing and heat therapy. You can get various types of saunas, all based on the premise of pouring water over rocks. For example, a traditional Finnish sauna uses dry heat from hot rocks on a wood-burning stove, whereas infrared saunas use light to heat the body directly rather than the air around it. You can also get electric saunas, which use heaters to warm the air and rocks – a safe alternative.

How do they work? 

Saunas, quite simply, make you sweat! This, in turn, relaxes the muscles and helps loosen any tightness, improving blood circulation by causing the blood vessels to widen and increase flow. Some studies even found that saunas can help in detoxification, weight loss, pain relief, reduce the risk of vascular disease, improve cardiovascular health and even boost your immune system. 

What are the risks of saunas? 

Before using a sauna, especially with preexisting health conditions, it is important to consult with a healthcare professional before beginning a regular sauna routine. You must also drink water before and after using one to reduce the risk of dehydration. Be aware of the time spent in there! As saunas also release toxins (the liver and kidneys are the main body parts responsible for this), you should be properly hydrated for this too.

How do I begin my sauna journey?

Start going to the sauna 1 to 3 times per week, for 15 minutes each session. Once you get comfortable with the timings, you can increase it to 4 to 7 times per week, as this has been shown to offer the most health benefits. During your sauna sessions, you must listen to your body! You can decrease the time to adjust to your response, especially if any feelings of dizziness or lightheadedness occur. 

When should I use a sauna? 

Using a sauna in the morning can help you wake up, improve circulation, and boost your metabolism, setting you up for a positive day. In the evening, a sauna can help you unwind, reduce stress from the day, and help you sleep. Many hop into the sauna post-workout, too, which can aid muscle recovery and detoxification.  

Can a sauna actually make me happy? 

In short… yes! They trigger the release of endorphins, which increase serotonin and dopamine levels. It can also reduce cortisol, the stress hormone, by contributing to a sense of overall well-being and happiness.