Saunas could become the new pub of socialising, says user

Sauna culture is experiencing a notable rise in popularity throughout the UK, including Wales, with some enthusiasts suggesting that saunas could eventually take on the social role traditionally held by pubs. These heated wellness spaces are increasingly found in scenic locations such as beaches and rural areas, offering visitors not just physical benefits but also a new venue for community interaction. Currently, there are over 600 public saunas in the UK, a number that continues to grow.

According to the British Sauna Society (BSS), nearly 640 saunas are now listed on their website, reflecting a significant increase from the 540 recorded earlier this year. A recent research report even projects that the UK might become Europe’s largest sauna market by 2033. Gabrielle Reason, director of BSS, remarked, “The continuing growth suggests that the peak has still yet to come – if there is one.” The picturesque landscapes of Wales, with its dramatic coastlines and secluded rural environments, are particularly well-suited to sauna culture, drawing comparisons to Finland’s well-established sauna traditions.

One entrepreneur leading this surge in sauna popularity is Kathryn Donavan, who opened Môr A Sawna near Jackson’s Bay in Barry, Vale of Glamorgan, in mid-2024. Donavan’s journey to opening her sauna was deeply personal. After undergoing surgery for endometriosis and experiencing severe flare-ups and debilitating pain, she sought alternatives to manage her symptoms. Eventually, she found relief through sauna use, traveling over an hour to access facilities before deciding to create a more accessible option herself. Donavan stated, “I don’t get pain anywhere near as intense as I used to.” She also sees her sauna as a space for social connection and healing. “I just think sauna is a way of life – it’s not a fad, it is a place to unwind and destress or be social,” she said, highlighting how visitors come for both camaraderie and relief from isolation.

Similarly, William Jenkins, who opened Hikitalo Sauna in Porthcawl, Wales, attributes sauna culture with helping him through his own mental health struggles following a breakdown linked to the stresses of working in the technology sector. In his travels, Jenkins experienced sauna traditions across 14 countries and visited 70 saunas in nine months. He describes saunas as “the new pub,” offering a sober environment for gathering without the aftereffects of alcohol. Jenkins emphasized the mental health benefits brought by social connection, stating, “We all need a sense of belonging and that kind of social connection,” and believes this cultural trend in Wales, enhanced by its natural surroundings, “is here to stay.” He values the egalitarian atmosphere saunas create: “There’s no titles or social status in the sauna, that’s what I really love about it. It’s a place that’s judgement free.”

While saunas are gaining fans for their relaxing and community-building qualities, experts advise users to exercise caution and ensure their use complements other healthy habits. Dr Geoff Combs, a sport and exercise science lecturer at Bangor University, stresses the importance of safety, hydration, and gradual exposure when using saunas. “Listen to your body and be aware that you could overheat – make sure you’re hydrating before, bringing water with you and just start slow,” he advised. Although he acknowledges that more scientific research is needed to fully understand the benefits, Combs affirmed that “if someone is telling me that they feel it improves their mental health, that’s great, keep doing it,” underscoring the role of personal experience alongside evidence

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