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 built by the Estonian manufacturer Saunum in a vlog published May 29. The appearance was organic, unscripted, and motivated by something personal: his father’s near-fatal heart attack.

The sauna segment begins around the 5:10 mark of “I Completely Tore My Tricep,” a vlog documenting Paul’s torn triceps injury during a WWE Saturday Night’s Main Event match. Between footage of the injury and recovery updates, Paul walks viewers to his backyard sauna, explains that cardiovascular health has become a priority since his father’s cardiac event, and cites research linking regular sauna use to reduced heart disease risk.

The video had crossed 800,000 views within four days of publication. No other outlet has identified the product or the manufacturer.

The Product: SaunaLife G6 and Saunum Air L

The cabin in Paul’s backyard is a SaunaLife G6, the US-market name for the Saunum Classic. It retails for approximately $24,900 for the cabin alone. Paired with the Saunum Air L heater, which runs $5,630 to $5,730 depending on configuration, a complete setup exceeds $30,000 before delivery and electrical work.

The G6 is a fully pre-assembled outdoor unit shipped from Estonia on a flatbed truck and requires a crane or extended forklift to place. Interior dimensions run roughly 72 by 80 by 80 inches, clad in furniture-grade alder with two-tier benches. The full-wall double-glazed glass front is the design signature. It seats five to six people.

The heater is the more interesting piece. Saunum’s 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 redistributes the blend at bench height. The result is a roughly 60% reduction in the ceiling-to-floor temperature differential that makes traditional saunas uncomfortable at lower seating positions. The Air L runs 9.8 to 15.2 kW on 240V single-phase power and includes Himalayan salt spheres and Wi-Fi controls via Saunum’s Leil 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 the single most-cited data point in sauna wellness marketing, from Huberman Lab podcasts to Harvia investor presentations.

What This Means for Saunum

Saunum, founded in 2014 by thermal engineer Andrus Vare and listed on Nasdaq Tallinn’s First North market since December 2020, has never had a celebrity endorsement of this scale. The company employs roughly 29 people and sells through a network of authorized dealers in North America, with SaunaLife as the US brand name and Saunum as the global name.

What makes this moment different from a typical paid influencer deal is the motivation. Paul did not tag Saunum, did not include an affiliate link, and did not frame the sauna as a sponsored product. He framed it as part of his recovery and long-term health strategy after a real medical scare in his family. For a manufacturer, that kind of organic, health-motivated endorsement is worth more than a paid placement because the audience reads it as a genuine decision, not a transaction.

The influencer-to-sauna pipeline is increasingly real. Joe Rogan’s endorsement of Salus Saunas drove a documented traffic surge and over a million Instagram impressions. Harvia signed Dr. Emilia Vuorisalmi as a formal ambassador across its North American brands in November 2025. Andrew Huberman’s and Peter Attia’s repeated mentions of heat exposure protocols are cited by market analysts as key drivers of consumer adoption. The global sauna market is valued at roughly $6.1 billion, growing at about 5% annually, with North American revenue exceeding $255 million in 2024.

Paul’s audience, which skews young, male, and fitness-oriented, aligns precisely with the demographic that has driven the recent sauna adoption wave. His combined social reach across YouTube, Instagram, and X exceeds 50 million followers. 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.