To start a sauna business in Australia: pick your model (a sauna studio, a sauna added to a gym, hotel or Airbnb, or a mobile sauna), find a site and check council rules, choose commercial-grade saunas and heaters, set your prices, get insurance, and market it locally. Most sauna businesses today pair the sauna with a cold plunge, because people love the hot and cold routine.
This guide walks through each step: the opportunity, the sauna experience, the equipment, the rules, the costs and the marketing.
Key Takeaways
- Start with your model: studio, add-on to an existing venue, or mobile.
- Buy for heavy use: choose saunas and heaters rated for commercial use.
- Sell the experience: sauna plus cold plunge, good showers and a place to rest bring people back.
Why It’s the Perfect Time to Start a Sauna Service Business
Interest in saunas has grown fast in recent years. Google Trends shows searches for "sauna" climbing, and searches like "sauna near me" and "gyms with sauna near me" rose sharply in 2024. Sauna and cold plunge studios have opened across Australian cities, and social saunas by the beach have become popular.
So, is a Sauna Service Business Profitable?
It can be, but it depends on three things: how many sessions you sell, what you charge, and what it costs to run. A simple check before you commit:
- Income: sessions per day × price per session × days open.
- Costs: rent, power, water, staff, insurance, booking software, cleaning and marketing.
- Payback: how many months of profit it takes to cover the saunas, heaters, fit-out and set-up.
Memberships and packs of sessions smooth out the quiet days. Busy times are early mornings, evenings and weekends, so plan staffing around them.
The Wellness Industry is Expanding
For many people, a sauna is no longer a luxury but part of a weekly routine for relaxing and recovering. That habit is what a sauna business sells: a regular reason to come back.
Diverse Market Opportunities
- Sauna and cold plunge studios: a stand-alone space selling sessions and memberships.
- Add-ons to existing venues: gyms, hotels, resorts, retreats and Airbnbs, where a sauna adds value to what you already sell.
- Mobile saunas: a sauna on a trailer for events, beaches and private hire.
Buying several saunas, heaters or cold plunge tubs for a business? Talk to our team for a quote on the whole set-up.
How to Start a Mobile Sauna Business
A mobile sauna is often the cheapest way in, because you skip rent. The usual set-up is a barrel or cabin sauna on a trailer, heated by a wood-fired heater so it works anywhere without power. Before you start:
- The trailer: it must be roadworthy and registered for the full weight of the sauna, heater, stones and water.
- Where you set up: beaches, parks and car parks usually need permission from the council or land owner, and some have fire rules for wood heaters.
- Insurance: public liability cover is a must when the public uses your sauna.
For pop-up events, a portable wood-fired sauna tent is an easy, low-cost way to test demand before you invest in a trailer.
Where to Start a Sauna Business? Understanding Your Vision
Be clear on what you want to offer and who it is for. A quiet, traditional Finnish sauna for locals? A social sauna and cold plunge by the beach? A recovery space for athletes? Your answer shapes the location, the equipment, the price and the marketing. Pick a gap in your area rather than copying the studio down the road.
Designing a Memorable Sauna Experience
Creating the Ideal Experience
People come for more than heat. Good showers, a cold plunge, somewhere to rest between rounds, and clean, calm surroundings are what turn a first visit into a habit. See our sauna and cold plunge routine for the kind of session your guests will want.
When you choose the saunas themselves, start with your space, how many people you want to fit at once, and whether they go indoors or outdoors. Our range includes:
Round Barrel Saunas
Compact, quick to build and easy to place outdoors. Good for small studios, Airbnbs and trailers.
Cedar Barrel Sauna2 to 4 people · Western red cedarIn stockFrom$7,190
Cedar Barrel Sauna + Porch4 people · Western red cedarIn stockFrom$9,385
Square Barrel and Panoramic Saunas
More room inside, or a big window for a view. See the square barrel and panoramic ranges.
Cedar Square Barrel Sauna4 to 8 people · Western red cedarIn stockFrom$10,685
5% OffCedar Panoramic Barrel + Porch4 people · Western red cedarIn stock$11,860.75
Larger European Saunas
For bigger groups, the Leil Patio and Round Cube saunas are made in Estonia from thermo-treated spruce (see sauna wood types). The Eclipse arrives fully built and insulated. The Round Cube Double has a separate change room, handy for a studio.
Made in EuropeLeil® Round Cube Double3 to 7 people · ThermowoodIn stockFrom$27,195
Made in EuropeEclipse M Outdoor Sauna4 to 7 people · Nordic spruceIn stock$31,000
Sauna Layout and Space Optimisation
| Type of Sauna | Number of People | Suitable Location | Ideal for |
| Personal saunas | 2 to 4 | Backyard, deck, Airbnb, small private studio | Couples, families, private bookings |
| Commercial saunas | 4 to 12 | Studios, gyms, pools, hotels | Members, gym-goers, hotel guests, teams |
- Private sessions: a 2 to 4 person sauna such as the cedar barrel sauna suits couples and small bookings.
- Groups: a 4 to 10 person sauna such as the CUBE log sauna or Round Cube Single.
- Gyms and clubs: separate men's and women's saunas, or set times for each, help everyone feel comfortable.
Commercial Sauna Considerations
A business sauna runs for hours a day, every day. Buy equipment made for that use, or you will be paying for repairs and refunds.
Choosing the Right Commercial-Grade Sauna Heater
Many home heaters are not made for all-day use. Some makers say so plainly: the SAWO Scandia, for example, is not recommended for commercial saunas. Choose a heater its maker rates for commercial use, such as the Harvia Virta HL, sized for your room and your opening hours. Our sauna heater buying guide explains sizing, and our team can help you choose.
Regulations and Compliance
- Council: check planning and building approval for the site, the fit-out and any outdoor saunas.
- Electrical and fire: a licensed electrician must install electric heaters, and wood heaters need the clearances and flue in their manual.
- Health and insurance: ask your council and state health department which rules apply to shared saunas, cold plunges and hot tubs, and get public liability insurance.
Business Model and Plan for a Sauna Service Business
Crafting a Strong Business Plan
Your plan should cover your model, your prices, your costs and how you will find customers. Common ways to earn: single sessions, packs of sessions, memberships, private bookings and events.
Startup Costs and Budgeting
- Equipment: saunas, heaters, cold plunge tubs and chillers, plus installation.
- The space: fit-out, showers, change rooms, lockers, ventilation, plumbing and any electrical upgrades.
- Running costs: rent, power, water, staff, cleaning, insurance, booking software and marketing.
Funding
Most small sauna businesses start with savings, a business loan or equipment finance. Check the grants and programs finder on business.gov.au for support in your state.
Ensuring Smooth Operations
Online booking with automatic reminders and easy payment saves hours of admin. Many wellness businesses use booking tools such as Mindbody or Acuity Scheduling.
Sauna Maintenance
Clean benches and floors every day, check heaters and stones regularly, and treat the timber as needed. See how to clean a sauna and sauna paraffin oil.
Staff Training and Management
Train staff to run the equipment safely, keep everything clean, and spot a guest who is unwell in the heat or cold.
Effective Marketing for Your Sauna Business
- Be easy to find: a Google Business Profile with photos, hours and reviews matters most for "sauna near me" searches.
- Show the feeling: Instagram and short videos of the steam, the plunge and the community.
- Partner locally: gyms, run clubs, physios and surf clubs can send you regulars.
Customer Service Is Crucial
Every step counts, from the booking to the towel to the goodbye. Ask for feedback and reviews, and act on what you hear. Happy regulars are your best marketing.
Wrapping Up
A sauna business works when the experience is great, the equipment can take the hours, and the numbers add up. Start with a clear idea, test demand if you can, and build from there. When you are ready to plan your saunas, heaters and cold plunges, talk to our team about a quote.
FAQs
How do you start a sauna business?
Choose your model, find a site and check council rules, buy commercial-grade saunas and heaters, set prices, get insurance, and market locally.
Is a sauna business profitable?
It can be. Profit depends on how many sessions you sell, your prices and your running costs. Work out your payback period before you commit.
How do you start a mobile sauna business?
Put a sauna with a wood-fired heater on a roadworthy, registered trailer, get permission for the places you set up, and take out public liability insurance.
What heater does a commercial sauna need?
One its maker rates for commercial use, sized for the room. Many home heaters are not made for all-day use.
