SaunaNews
Sauna business, products, and culture, reported with context.
The most-cited sauna study in the world followed 2,315 Finnish men for two decades, and not one of them took a summer off. The seasonal-sauna debate that fills wellness blogs every June was never a debate in the country that generated the numbers.
The weekly briefing on sauna companies, launches, standards, and market moves.
Get the briefingAmerican builders know construction. They just have not had a good way to add a sauna to a commercial space with block walls and steel framing. Factory-engineered modular systems are changing that, giving any GC the tools to deliver a world-class sauna in days instead of months.
Arlene Scott · Apr 24, 2026The 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.
Arlene Scott · Jun 2, 2026
US lumber futures hit an eight-month high above $630 per thousand board feet as Canadian softwood tariffs approach 45%. US sawmill capacity fell 6% year over year. Many steel and aluminum products remain exposed to Section 232 rates as high as 50%. And freight markets are tightening again. For the US sauna industry, these pressures are compressing margins across the entire supply chain.
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.
Sponsorships are available — reach readers who build, buy, specify, and operate saunas
Sponsor disclosure →A heritage Finnish heater brand, an unusual industrial parent, and a patient push toward America, just as US certification rules have started to favor European designs.
Arlene Scott · Jul 5, 2026 · 9 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 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 minThe 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 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.
