SaunaNews
The Sauna Industry's Record of Note
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Therme Bucharest’s Herbarium festival assembled 92 aufguss masters from 26 countries, more than the World Championship. With $3 billion in pipeline capital, the festival is a talent-acquisition strategy, not an event.
Aufguss USA Nationals 2026 returns to Brooklyn May 19–21 with an expanded three-day format, doubled WM qualification slots, and the largest event sauna in the country. The infrastructure behind the competition tells you where American sauna culture is headed.
The Aufguss World Championships, the global competition for the choreographed towel-waving German sauna ritual, returned in 2025 in Verona, Italy. Harvia Group sponsored the event, and the competition sauna was powered by an EOS heater. The sponsorship is part of Harvia's broader marketing push to build sauna culture beyond Finland and Germany, aligning the Harvia and EOS master brands with the growing global Aufguss community.