SaunaNews
The Sauna Industry's Record of Note
Sauna business, products, and culture, reported with context.
The WWE wrestler and PRIME co-founder showed a SaunaLife G6, powered by Saunum’s patented air-blending heater, to his 23.6 million YouTube subscribers. The mention was organic, unpaid, and motivated by his father’s near-fatal heart attack.
The weekly briefing on sauna companies, launches, standards, and market moves.
Get the briefingBathhouse’s third NYC location debuts May 16 in Downtown Brooklyn, steps from Barclays Center, with five heat experiences anchored by a 100-plus-seat event sauna that hosts Aufguss USA Nationals three days later.
Arlene Scott · May 13, 2026All four regions grew. North America added 21% in local currency. But the real variable is a factory IT cutover in Muurame that will shift EUR 3-5M from Q2 into Q3.
Arlene Scott · May 8, 2026
The sauna marathon started as one group of friends in one Estonian town. It now spans at least three countries, holds two Guinness World Records, and draws participants from 20 nations. From Otepää to Schaffhausen to Finnish lake villages, the format is simple enough to replicate and flexible enough to adapt anywhere.
As Submersive moves from concept to permits, Austin's planned flagship now has a defined location, an active filing trail, and a clearer path toward a mid-2027 opening target.
From California and Utah to Illinois and Washington, cold-plunge policy is splitting into multiple models that can materially change design, staffing, operating costs, and expansion risk for sauna operators.
Product drops, trade shows, standards meetings, and Aufguss competitions rarely live in one calendar. These are the dates operators, suppliers, and serious sauna people keep asking about.
Icetubs is entering the U.S. market on April 23, 2026 with immersion products designed for both residential and commercial recovery environments. The launch highlights temperature control from 37°F to 100°F, app-based controls, and a broader roadmap for professional-grade systems.
HUUM has standardized its internal air tunnel technology across the full HIVE heater line, a quiet but significant engineering upgrade. The air tunnel improves airflow through the stone chamber, reduces heat-up time, and shields heating elements from direct stone contact, extending their lifespan.
Homecraft, Canada's oldest sauna heater maker (Surrey, BC, since 1988), has released the TKE2-2 WiFi controller for its C- and H-Series electric heaters. The WiFi-enabled touchpad brings app-based remote control and scheduling to a heater line that serves a large share of North American residential installations.
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Sponsor disclosure →The urban bathhouse operator told CNBC it expects to hit $120 million in run-rate revenue by year-end, with roughly 1,000 customers per day across its New York locations.
Arlene Scott · Jun 12, 2024 · 10 minFinnish longitudinal data showing a 40% reduction in all-cause mortality for frequent sauna users, combined with a sauna equipment market approaching $1 billion, makes the investment case.
Arlene Scott · Feb 23, 2025 · 8 minFrom Aman to Four Seasons, the world's top hospitality groups are pouring capital into dedicated sauna and thermal wellness facilities.
Arlene Scott · Mar 15, 2025 · 7 minSauna is no longer a sleepy accessory category.
It now shows up in hotel capital plans, public bathing projects, UL and EN standards debates, timber and heater supply chains, real estate amenities, medical-wellness claims, and the social life of cities.
SaunaNews follows the people and businesses behind that shift: manufacturers, dealers, builders, operators, designers, investors, and bathers who want names, numbers, documents, and context instead of another wellness trend piece.
