Sauna Business: How to Start & Succeed in the Wellness Industry

Looking for the ultimate How-To Guide on starting a sauna service business? You’re in the right place! This article is a comprehensive step-by-step process on how to start and succeed in the business of sauna service.

Key Takeaways

• Understanding your vision for the sauna service business is critical for long-term success.
• Invest in a commercial sauna design system that fits your business needs and customer expectations.
• Effective marketing strategies will drive customer engagement and retention.
• Smooth operations and excellent customer experience are the foundation of a successful sauna service.

Why It’s the Perfect Time to Start a Sauna Service Business

If you’ve been considering starting a sauna service business, there’s no better time than now. Interest in sauna services is booming, and the market is expanding at an unprecedented rate. 

Just take a look at this Google Trends data. 

The topic of “sauna” and “sauna service” dramatically surged over the past years, especially in 2024.

In addition, performing a Semrush keyword search also shows that searches related to “sauna near me,” “swimming pool with sauna near me,” and “what gyms have saunas near me” have surged significantly in 2024, reflecting a growing consumer interest in wellness and relaxation services.

High Demand and Growing Interest

• Data from industry research shows that the global sauna and spa market size was valued at USD 3.9 billion in 2022 and is expected to grow at a compound annual growth rate (CAGR) of 4.79% until 2028, reaching USD 5.18 billion (source: Research Reports World). 
• Another source suggests that the global sauna and spa market could grow even more rapidly, reaching USD 135.95 billion by 2024, with a projected CAGR of 7.43% during 2024-2029 (source: Mordor Intelligence).

So, is a Sauna Service Business Profitable?

The short answer is yes. The sauna service industry is seeing robust growth, and there are numerous opportunities for profitability. With the sauna market estimated to grow at a CAGR of 6.06% between 2022 and 2027, reaching $0.12 billion by 2027 (source: Technavio), there is significant potential for growth, particularly in sectors like hotels, gyms, and households.

Additionally, the increasing focus on wellness and self-care is a major driver for market growth (source: PRNewswire). More consumers are willing to invest in experiences that contribute to their health and well-being, making sauna services highly attractive. 

The Wellness Industry is Expanding

Saunas are no longer a luxury but a sought-after addition to people’s routines to improve physical and mental well-being. 

As interest in personal wellness increases, so does the demand for services that support relaxation and recovery. This trend opens doors for sauna businesses to capitalise on an expanding customer base.

Diverse Market Opportunities

The sauna service business can cater to multiple markets:

• Hotels and Resorts: Offer luxury sauna services to guests, providing them with an unforgettable wellness experience during their stay.
• Gyms and Fitness Centers: Add value to fitness memberships by including sauna sessions for post-workout recovery.
• Households and Small Groups: Consider mobile sauna services or building saunas in residential areas for more personalised experiences.

We offer special pricing for Businesses, Contractors, and Combo buyers. Send us an email or contact us to inquire if conditions apply.

Enjoy a discount if you buy in combo. Ask for a quote here.

Where to Start a Sauna Business? Understanding Your Vision

Starting a sauna business is a rewarding venture, but success begins with understanding your vision. Why do you want to dive into the sauna industry? Perhaps you’re passionate about wellness or have experienced the benefits firsthand. 

Having a clear reason will serve as the motivation you need to drive your sauna service business forward.

Your vision should reflect the unique value your sauna business will bring to the market. 

Take time to answer this question before planning for your sauna service business:

• Why do you want to start a sauna business?
• Will you focus on traditional Finnish saunas, infrared options, or a more holistic wellness spa retreat? For instance, offering outdoor saunas or pairing them with wellness treatments can set you apart from competitors. 

By knowing exactly what you want to offer, you’ll attract customers looking for that specific experience.

DESIGNING A MEMORABLE SAUNA EXPERIENCE

The core of any successful sauna business is the experience you offer your customers. People don’t just come to saunas for the heat—they come for relaxation, rejuvenation, and a memorable atmosphere.

Creating the Ideal Experience

To build a loyal customer base, focus on creating an experience that goes beyond the standard sauna visit. Consider offering complementary features that enrich the overall visit and make it more memorable. 

For example, incorporating a cold plunge for contrast therapy can provide a refreshing and invigorating element that keeps customers coming back.

Several factors may influence how you want to choose a sauna. These are:

• Available space and location
• Shape and size of the sauna you prefer
• Its intended use

These considerations are reflected in our range of ready-made sauna designs, offering both indoor and outdoor options in various sizes, styles and layout. 

This includes our minimalist, Round Barrel Saunas, Square Barrel Saunas  and Cube Log Sauna, which are ideal for smaller indoor/outdoor spaces.

Round Barrel Saunas

Square Barrel Saunas

For scenic viewing, explore our Panoramic Series.

You might also explore options like finely crafted saunas made from high-quality sauna wood materials, such as those in the Patio, Eclipse, or Serenity lines, to provide a truly luxurious wellness experience.

Beyond the sauna room itself, it’s worth considering additional spaces that enhance the overall experience.

• Would guests benefit from a dedicated changing area, or perhaps a bathing space to relax in before and after their sauna session? 

The thoughtful inclusion of spaces like those in the Round Cube Double can foster a relaxed, communal atmosphere that encourages guests to linger and enjoy themselves, elevating their overall wellness experience.

Sauna Layout and Space Optimisation

Design plays a huge role in the customer experience. Ensuring your sauna layout is functional and inviting can greatly enhance how guests perceive and enjoy their time. Whether you’re running a commercial sauna or a small retreat, optimising the space for comfort while maintaining a clean aesthetic is essential.

Consider customising your sauna designs based on the needs of your clients:

• Couples Sauna Sessions: For an intimate experience, a 2-4 person sauna is ideal. This setup provides a cosy atmosphere, perfect for couples or a small family of 4 looking to unwind together.
• Family Sauna Sessions: To accommodate family groups, a 4-10 person sauna like our EURO Spruce Log Sauna or SERENITY Round Cube SINGLE can offer enough space for everyone to enjoy, ensuring comfort and inclusivity for all ages.

For fitness facilities and clubhouses, separate sauna spaces can cater to the different needs of men and women:

• Fitness Facility Men’s Sauna and Women’s Sauna: Providing distinct saunas like this for men and women in a fitness setting helps ensure privacy and comfort for all guests, creating a welcoming environment that encourages use after a workout.
• Club House Men’s Sauna and Women’s Sauna: In community spaces such as clubhouses, dedicated men’s and women’s saunas can help foster a sense of exclusivity and relaxation, making the sauna a valued amenity for club members.

Sauna with Changing Room

COMMERCIAL SAUNA CONSIDERATIONS

When setting up your sauna business, investing in a commercial-grade sauna is essential. Commercial saunas are designed to withstand frequent use, ensuring your customers always have a safe, high-quality experience.

Choosing the Right Commercial-Grade Sauna Heater

Residential sauna heaters are typically suitable for heating spaces occupied by one to four people. However, their capabilities are limited beyond that. 

A commercial sauna heater, such as our stock HUMM Hive, HUMM MINI, and HUMM Drop heaters on the other hand, are built for commercial use. Commercial grade heaters can effectively heat larger areas such as public saunas, fitness centers and public spas, making it ideal for high-traffic environments.

Some commercial heaters are also CE marked, indicating that they meet health and safety standards required for sale in the European Union—an important consideration when ensuring quality and safety for your customers.

To know more about sauna heaters and to correctly size them for your sauna, check out our Sauna Heater Ultimate Guide in 2024.

Regulations and Compliance

Launching a sauna service business involves adhering to health and safety regulations. Ensure your sauna meets local building codes, health standards, and fire safety requirements. Compliance with these regulations is crucial to protecting both your business and your customers, as failing to meet these standards can result in fines and negatively impact your reputation.

BUSINESS MODEL AND PLAN FOR A SAUNA SERVICE BUSINESS

A strong business plan is the backbone of your sauna business. It guides your decisions and helps you communicate your vision to potential investors and partners.

Crafting a Strong Business Plan

Your business plan should include a clear business model, financial projections, and marketing strategies. Consider revenue streams such as pay-per-use, membership programs, or event rentals. Having a well-defined plan will give you confidence and a roadmap for your business’s growth.

Startup Costs and Budgeting

Launching a sauna service business comes with costs, from purchasing high-quality saunas to marketing and operational expenses. Creating a realistic budget will help you manage these costs effectively.

Key areas for investment in your sauna service business include:

• Sauna Units & Installation: Costs vary based on sauna type (traditional, infrared, steam).
• Building & Space Enhancements: Renovation or modification of your space to accommodate saunas, changing areas, showers, and relaxation zones.
• Reception & Waiting Area: Furniture, decor, and computer systems to create a welcoming environment for clients.
• Locker Room Amenities: Lockers, benches, showers, and other facilities for client comfort and convenience.
• HVAC System: Ensuring proper ventilation and air quality throughout the facility.
• Water & Plumbing: Necessary for steam saunas, showers, and potential pool or hot tub features.
• Electrical Upgrades: To handle the electrical demands of sauna units, especially electric and infrared models.
• Lighting & Sound: Enhancing the ambiance and relaxation experience.

Funding

Explore options such as loans, personal savings, or investors interested in the wellness industry. A solid business plan will make securing financing easier. Websites like Lendio and Kiva can connect you with potential funding sources.

Ensuring Smooth Operations

Efficient operations are vital for running a successful sauna business. Streamlining your processes will allow you to focus on delivering exceptional service to your customers.

Operational Efficiency

Invest in tools like booking software to make the customer journey seamless. Online bookings, automated reminders, and easy payment methods will enhance customer satisfaction and reduce admin tasks. Software like MindBody or Acuity Scheduling works well for wellness businesses.

Useful Resources:

• Booking Software for Wellness Businesses

Sauna Maintenance

Regular maintenance ensures your saunas remain in top condition. Scheduling routine checks for wear and tear, cleaning, and servicing your heaters will prevent breakdowns and keep your customers happy. Link to Sauna Wood Maintenance article

Staff Training and Management

Your staff is the face of your business. Invest in proper training to ensure they understand both the technical aspects of running a sauna and how to deliver excellent customer service.

Effective Marketing for Your Sauna Business

Marketing is essential for attracting customers and keeping them engaged. From social media to email campaigns, having a strong marketing strategy ensures your sauna business remains visible and appealing.

Developing a Marketing Message

Craft a clear value proposition. What makes your sauna service unique? Is it your eco-friendly saunas, luxurious facilities, or holistic wellness approach? Whatever your angle, make sure it resonates with your target audience.

Digital Marketing Strategies

Social media platforms like Instagram and Facebook can help you showcase your sauna and engage with potential customers. Consider using Google Ads or Facebook Ads to promote special offers and attract new visitors.

Collaborations and Partnerships

Working with local wellness centers, influencers, or businesses can expand your reach. Hosting joint events or promotions is an excellent way to tap into new customer bases.

CUSTOMER SERVICE IS CRUCIAL

Customer Journey Mapping

From the moment your customers book a session to the time they leave, every interaction counts. Offering easy booking options, a welcoming atmosphere, and personalised service will keep guests coming back.

Importance of Customer Feedback

Once your sauna business is operational, gather feedback regularly. It helps you adapt to customer preferences and improve the overall service. Tools like Google Forms or platforms like SurveyMonkey make this process easy.

Wrapping Up: Special Discount for Sauna Entrepreneurs

Thank you for taking the time to explore how to start and succeed in the sauna service business. With the wellness industry booming and sauna services in high demand, there’s never been a better time to get started.

To support your journey, we are offering a special discount for businesses, contractors or combo buyers. Take advantage of this opportunity to invest in high-quality saunas that fit your business needs while saving on costs.

Enjoy exclusive pricing if you buy in combo! Contact us today or request a quote to see if you qualify for these offers. Let’s help you take the first step toward building a successful sauna service business.

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