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.

Logan Paul in front of his SaunaLife G6 outdoor sauna. The full-wall double-glazed glass front and black painted spruce exterior are the model’s design signatures. Still from YouTube.

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.

Paul presenting the SaunaLife G6 in his backyard. The unit ships fully assembled from Estonia and requires a crane or extended forklift to place. Still from YouTube.

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.

Reaching for the door. The G6’s insulated glass door uses a black aluminum handle that matches the painted spruce exterior. Still from YouTube.

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.

Key Facts

Video: “I Completely Tore My Tricep” by Logan Paul, published May 29, 2026

Views: 800,000+ in four days (23.6 million channel subscribers)

Product: SaunaLife G6 (US) / Saunum Classic (global)

Cabin price: ~$24,900 (cabin only)

Heater: Saunum Air L, $5,630 to $5,730

Full package: $30,000+ before delivery and electrical

Made in: Estonia (Saunum, founded 2014, Nasdaq Tallinn listed)

Nature of mention: Organic, unpaid, health-motivated

Paul’s social reach: ~23.6M YouTube, ~25M Instagram, ~6M X/Twitter

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

Through the G6’s signature full-wall glass front, the furniture-grade alder interior and two-tier bench layout are visible. Still from YouTube.

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.

Why It Matters

The sauna industry has spent two decades waiting for the kind of mainstream visibility that the cold plunge market achieved in a few years through influencer adoption. Logan Paul’s organic endorsement of a specific, identifiable, $30,000 Estonian-made product to an audience of tens of millions is exactly the kind of moment that shifts perception from “niche Nordic hobby” to “standard recovery equipment.” For Saunum, a 29-person company in Tallinn, it is the largest unpaid audience they have ever reached. Whether it moves units depends on whether the company can convert the attention before it fades.

The Bottom Line

Logan Paul showed his 23.6 million YouTube subscribers a $30,000 Estonian sauna and told them it was part of keeping his family alive. No one paid him to say it. That is the kind of endorsement money cannot buy, and Saunum should be moving fast to make the most of it.