Could saunas become the ‘new pub’ when it comes to socialising?
The Rise of Saunas as Social Spaces in the UK
Sauna culture is gaining momentum across the UK, with Wales experiencing a surge in popularity. Advocates argue that these heated spaces could evolve into a new form of social gathering, much like traditional pubs. Over 600 public saunas now operate in the country, with many situated in serene environments such as coastal areas, lakeside views, and rural retreats.
While sauna users often highlight its wellness perks, the scientific foundation of these benefits is multifaceted. Health professionals caution that success in sauna use depends on hydration and pairing it with other healthy routines. The British Sauna Society (BSS) recently reported nearly 640 saunas listed on its platform—a rise from 540 at the start of the year. According to the society, the UK might surpass other European nations as the largest sauna market by 2033.
A Personal Journey into Sauna Therapy
Kathryn Donavan, 40, opened Môr A Sawna near Jackson’s Bay in June 2024 after her own struggles with health challenges. Diagnosed with premenstrual dysphoric disorder (PMDD) and endometriosis, she relied on cold water therapy to manage symptoms. Following a uterine surgery, her conditions worsened, leading to severe pain and flu-like symptoms that occasionally kept her bedridden. Seeking alternatives, she began visiting saunas 90 minutes from her home and noticed a marked improvement in her well-being.
“The pain was overwhelming, but the sauna has made a huge difference,” Donavan shared. “I don’t experience the same intensity of discomfort anymore.”
Donavan also emphasized the community aspect of her sauna, noting that many regulars visit for support or to combat feelings of loneliness. “It’s not just about relaxation—it’s a way of life,” she said, highlighting the therapeutic and social value of the practice.
Connecting with Nature and Community
William Jenkins, a former tech professional, discovered sauna culture during a nine-month journey across 14 countries. Visiting 70 saunas, he found the practice beneficial for his mental health, which had deteriorated after years of stressful work. Returning to Wales, he launched Hikitalo Sauna in Porthcawl, describing it as the “modern equivalent of a pub.” “Saunas offer a sober setting for connection, and there’s no waking up with a hangover,” Jenkins remarked.
“We all need a sense of belonging, and that’s what saunas provide,” Jenkins added. “They’re here to stay.”
He believes the UK’s natural beauty complements sauna culture, echoing Finland’s tradition. “Combining these spaces with nature creates something truly unique,” he said, underscoring the cultural shift toward wellness-oriented socializing.
Expert Insights on Sauna Benefits
Dr. Geoff Combs, a sport and exercise science lecturer at Bangor University, praised sauna use for its mental health advantages but stressed the importance of integrating it with other healthy habits. “If someone feels sauna improves their mental state, keep doing it,” he advised, though he noted that more research is essential to fully understand its impact.
“Listen to your body, stay hydrated, and start with short sessions. Overheating can be a risk,” Combs warned. “Scientific evidence is key, but the experience itself is valuable.”
As the trend continues, the debate over saunas’ role in modern society remains open. Whether as a wellness retreat or a social hub, their growing presence signals a cultural shift toward healthier, more connected ways of living.
