Finnish saunas are experiencing a remarkable rise in popularity beyond their native borders, particularly in the UK and the US. This trend is fueled by a growing longing for well-being and authentic human connection.
“One of the main reasons for the sauna boom in the UK and the US is the sense of community it fosters,” explains British journalist and sauna aficionado Emma O’Kelly. “Where else can you go and find everyone so welcome?”
O’Kelly further observes, “For Gen Z, the sauna represents a space for genuine interaction. It’s an opportunity to meet others face-to-face, stepping away from screens to engage in real-time conversations. It’s not just beneficial; it’s essential for our well-being.”
Tea Lindberg, the visionary behind Helsinki’s Furuvik Seaside Sauna, emphasizes that the sauna is deeply intertwined with Finnish culture. “In the sauna, everyone stands on equal ground. There are no titles or social statuses—just individuals sharing an experience,” she notes.
“For many Finns, visiting the sauna is a weekly ritual. It nurtures both mental and physical health, while also reinforcing social ties. Families, friends, and colleagues come together, converse openly, and cherish quality time with one another.”
Kotona.com, a Finnish lifestyle platform that delves into homes, design, crafts, and everyday life in Finland, investigates the international rise of sauna culture. (Interestingly, “kotona” translates to “at home” in Finnish.)