SaunaNews
The Sauna Industry's Record of Note
Sauna business, products, and culture, reported with context.
Bathhouse’s third NYC location debuts May 16 in Downtown Brooklyn, steps from Barclays Center, with five heat experiences anchored by a 100-plus-seat event sauna that hosts Aufguss USA Nationals three days later.
The weekly briefing on sauna companies, launches, standards, and market moves.
Get the briefingAll four regions grew. North America added 21% in local currency. But the real variable is a factory IT cutover in Muurame that will shift EUR 3-5M from Q2 into Q3.
Arlene Scott · May 8, 2026American builders know construction. They just have not had a good way to add a sauna to a commercial space with block walls and steel framing. Factory-engineered modular systems are changing that, giving any GC the tools to deliver a world-class sauna in days instead of months.
Arlene Scott · Apr 24, 2026
The fourteen new sauna SKUs at ThermaSol.com are built in Sastamala, Finland by Kirami, the wood-fired hot-tub maker Harvia bought in May 2021 for EUR 7 million plus a EUR 4 million earnout. The cabins ship in Europe under the Kirami FinVision® nameplate. ThermaSol's American product pages say 'designed and crafted in the U.S.A.' Kirami's product pages say 'designed and manufactured in Finland.' The price band runs from $30,393 for an indoor Lumaria Medium to $107,182 for the outdoor flagship Ombra. The American premium sauna market has been culturally Finnish for years. Harvia has now closed the loop.
As Submersive moves from concept to permits, Austin's planned flagship now has a defined location, an active filing trail, and a clearer path toward a mid-2027 opening target.
From California and Utah to Illinois and Washington, cold-plunge policy is splitting into multiple models that can materially change design, staffing, operating costs, and expansion risk for sauna operators.
Product drops, trade shows, standards meetings, and Aufguss competitions rarely live in one calendar. These are the dates operators, suppliers, and serious sauna people keep asking about.
Icetubs is entering the U.S. market on April 23, 2026 with immersion products designed for both residential and commercial recovery environments. The launch highlights temperature control from 37°F to 100°F, app-based controls, and a broader roadmap for professional-grade systems.
HUUM has standardized its internal air tunnel technology across the full HIVE heater line, a quiet but significant engineering upgrade. The air tunnel improves airflow through the stone chamber, reduces heat-up time, and shields heating elements from direct stone contact, extending their lifespan.
Homecraft, Canada's oldest sauna heater maker (Surrey, BC, since 1988), has released the TKE2-2 WiFi controller for its C- and H-Series electric heaters. The WiFi-enabled touchpad brings app-based remote control and scheduling to a heater line that serves a large share of North American residential installations.
Sponsorships are available — reach readers who build, buy, specify, and operate saunas
Sponsor disclosure →From Aman to Four Seasons, the world's top hospitality groups are pouring capital into dedicated sauna and thermal wellness facilities.
Arlene Scott · Mar 15, 2025 · 7 minThe urban bathhouse operator told CNBC it expects to hit $120 million in run-rate revenue by year-end, with roughly 1,000 customers per day across its New York locations.
Arlene Scott · Jun 12, 2024 · 10 minFinnish longitudinal data showing a 40% reduction in all-cause mortality for frequent sauna users, combined with a sauna equipment market approaching $1 billion, makes the investment case.
Arlene Scott · Feb 23, 2025 · 8 minSauna is no longer a sleepy accessory category.
It now shows up in hotel capital plans, public bathing projects, UL and EN standards debates, timber and heater supply chains, real estate amenities, medical-wellness claims, and the social life of cities.
SaunaNews follows the people and businesses behind that shift: manufacturers, dealers, builders, operators, designers, investors, and bathers who want names, numbers, documents, and context instead of another wellness trend piece.
