Logan Paul Put Saunum’s Outdoor Sauna in Front of Millions

Logan Paul, the WWE wrestler, boxer, and co-founder of the billion-dollar hydration brand PRIME, showed his 23.6 million YouTube subscribers an outdoor sauna from Estonian company Saunum in a vlog published May 28. Paul told viewers that Saunum reached out to him and gave him the sauna for free, and he tied the segment to something personal: his father’s heart attack, which Paul described as a “widowmaker.”

The sauna segment begins around the 5:10 mark of “I Tore My Tricep (6 Month Recovery),” a vlog documenting Paul’s torn triceps injury during a WWE Saturday Night’s Main Event match. Before the match footage, Paul shows viewers his new sauna, explains that heart disease runs in his family and that his father survived a heart attack, and cites research linking regular sauna use to reduced heart disease risk.

The video passed 880,000 views within a week of publication and 1.1 million by October 1.

The product: SaunaLife G6 and a Saunum heater

Paul’s sauna is a SaunaLife G6, the US-market name for the Saunum Classic, according to Saunum. US dealers list it at about $25,000 for the cabin alone. The heater is sold separately, and Saunum has not said which of its heaters is in Paul’s sauna. Saunum’s US site lists its heaters, the Air, Air L and Air Perfect, at $2,895 to $4,970.

The G6 ships fully assembled, and SaunaLife says it needs a forklift or crane to come off the truck. SaunaLife and Saunum both describe it as handcrafted in Northern Europe, and Saunum says its partners’ assembly plants are in Estonia. Interior dimensions run roughly 72 by 80 by 80 inches, with two-tier benches. The full-wall double-glazed glass front is the design signature. SaunaLife rates it for up to five people.

The heater is the more interesting piece. According to Saunum, its patented air-blending technology, developed with Tallinn University of Technology, captures superheated air near the ceiling, mixes it with cooler, oxygen-rich air drawn from floor level, and sends the blend back out through the room. By the company’s own head- and foot-level figures, the result is a temperature difference about two thirds smaller than in a traditional sauna, the gap that makes traditional saunas uncomfortable at lower seating positions. Among Saunum’s air-blending sauna heaters, the US Air L comes in 10, 13 and 15.2 kW versions on 240V single-phase power, includes Himalayan salt spheres, and runs on Saunum’s Air IQ control panel, which connects over Wi-Fi to the Saunum app.

The health angle

Paul’s framing was not a product review. He connected the sauna directly to his father’s cardiac event, telling viewers that cardiovascular health had become a personal priority and that research supports regular sauna use as a protective factor.

The science he is referencing almost certainly traces to the Kuopio Ischemic Heart Disease cohort study, led by Jari Laukkanen at the University of Eastern Finland and published in JAMA Internal Medicine in February 2015. That study followed 2,315 Finnish men over a median of 20.7 years and found that sauna bathing four to seven times per week was associated with a 63% lower risk of sudden cardiac death, a 50% lower risk of fatal cardiovascular disease, and a 40% lower risk of all-cause mortality, compared to once-weekly use. A 2018 follow-up in BMC Medicine extended the findings to women and confirmed a linear dose-response: every additional weekly session reduced CVD mortality risk.

The Laukkanen data is observational, not causal, and the cohort reflects a Finnish population where post-sauna cold dipping is normalized. Those caveats matter. But the direction of the evidence is consistent enough that it has become one of the most-cited data points in sauna wellness marketing, from Huberman Lab podcasts to Harvia investor presentations.

What this means for Saunum

Saunum was founded in 2014 by thermal engineer Andrus Vare and has been listed on Nasdaq Tallinn’s First North market since December 2020. The group had 28 employees at the end of 2025, according to its year-end interim report, and sells through authorized dealers in North America, where its Classic cabin is sold as the SaunaLife G6.

This was not a conventional paid influencer deal, but it was not unprompted either. Paul told viewers that Saunum had emailed him and sent the sauna for free. “This is not a brand deal. They’re not paying me. They did give me this for free,” he said, before adding, “#ad, I guess.” The video description links to Saunum’s website. He framed the sauna as part of taking his health seriously after a real medical scare in his family, and for a manufacturer, that framing can land with an audience as a genuine decision rather than a transaction.

The influencer-to-sauna pipeline is increasingly real. Harvia signed Dr. Emilia Vuorisalmi as a brand ambassador across its three North American brands in November 2025. Andrew Huberman and Peter Attia have both discussed heat exposure protocols repeatedly on their podcasts.

Paul’s YouTube channel and Instagram account had nearly 50 million subscribers and followers between them on October 1, 2026. A single vlog mention, even a brief one, delivers the kind of awareness that a $25,000 outdoor sauna manufacturer cannot buy through traditional trade channels.