About SaunaNews

SaunaNews follows the editorial standards of legitimate trade journalism. Every article is reported, fact-checked, and edited by a named human journalist before publication. We attribute claims to primary sources whenever possible and link directly to those sources at the exact sentence they support.

We disclose when a story involves a company that has commercial relationships with SaunaNews. We do not run sponsored content disguised as editorial. We do not publish anonymous attack pieces. We use US customary units in body copy because our primary audience is in the United States.

We aim for analysis that holds up over time. Speculation is labeled as speculation. Forecasts cite their data sources. Quotes are presented verbatim and never composited. When we write about a public figure or company, we offer them a meaningful opportunity to respond before publication on any claim that could materially affect their reputation or business.

SaunaNews journalists do not accept gifts, paid travel, or speaking fees from companies they cover without explicit editor approval and disclosure to readers within the relevant article. We do not hold equity positions in companies on our beat. We do not write about companies in which the publication, its editor, or its journalists have an undisclosed financial interest.

We do not allow advertisers to review, approve, or influence editorial content prior to publication. Advertising and sponsorship arrangements are managed separately from the newsroom. Sponsored content, when present, is clearly labeled as such and visually distinguished from editorial.

We prefer named, on-the-record sources. We use anonymous sources only when (1) the information is materially in the public interest, (2) the source has direct knowledge of the matter, (3) the source would face genuine professional or legal consequences for speaking on the record, and (4) the information has been corroborated by at least one additional source or document.

We verify numerical claims, including company financials, market sizing data, and scientific findings, against primary sources before publication. When the underlying data has limitations (sample size, methodology, conflict of interest), we disclose those limitations in the article.

SaunaNews corrects factual errors promptly and transparently. If you spot an error in a published article, please email corrections@saunanews.com with the article URL, the specific claim in question, and any supporting documentation.

We aim to respond to correction requests within 48 hours. When we make a substantive correction, we update the article and append an editor's note at the bottom describing what changed and when. Minor edits (typo fixes, broken links, formatting) do not require a public note. Significant factual corrections always do.

We do not silently delete or alter published articles to evade accountability. If an article is ever fully retracted, we replace its body with a clear retraction notice explaining the reason.

SaunaNews covers a global industry with deep cultural roots in Finland, Estonia, Russia, Japan, Turkey, and beyond. Our reporting reflects that breadth. We seek out sources, voices, and perspectives across geographies, genders, and career stages. We do not treat any single national tradition as the default lens through which the industry should be understood.

Within the industry itself, we cover companies and operators of all sizes, from family-run workshops to publicly traded manufacturers. We commission writing from a deliberately wide range of voices and review our source mix annually to identify systematic gaps.

We welcome reader feedback, story tips, and disagreement. The fastest channels are hello@saunanews.com for general feedback and arlene@arlenescott.com for direct correspondence with the editor. We read every email even when we cannot respond individually.

SaunaNews is independently owned and funded by reader subscriptions, sponsored newsletter slots, and a small number of clearly-labeled brand partnerships. The publication is not owned by any sauna manufacturer, operator, distributor, or industry trade association. No single advertiser accounts for a controlling share of revenue.

When the publication or its editor has a material commercial relationship with a company being covered, we disclose that relationship inside the relevant article.