Could saunas become the ‘new pub’ when it comes to socialising?

Could saunas become the ‘new pub’ when it comes to socialising?

Sauna culture is expanding swiftly in the UK, with notable presence in Wales. Advocates argue that these heated spaces might soon rival traditional pubs as hubs for social interaction. Over 600 public saunas now operate across the country, many situated in scenic coastal areas, beside lakes, or in tranquil rural environments.

While users often highlight the wellness advantages of saunas, the scientific backing is more intricate. Health professionals caution that proper hydration and pairing sauna sessions with other healthy routines are essential for optimal results. The British Sauna Society (BSS) reports nearly 640 saunas on its platform, a rise from 540 at the beginning of the year. A recent analysis predicts the UK could surpass other European nations as the leading sauna market by 2033.

A personal journey into sauna culture

Kathryn Donavan, 40, established Môr A Sawna near Jackson’s Bay, Barry, Vale of Glamorgan, in June 2024. Her decision followed a health crisis: post-surgery for endometriosis and PMDD, she faced frequent flare-ups, leaving her bedridden and plagued by flu-like symptoms. “I was in so much pain,” she explained, noting that her symptoms worsened after the operation. This prompted her to explore alternative therapies, eventually leading her to saunas. After regular visits to a remote facility, she decided to create her own outdoor sauna, which has since eased her condition. “I don’t get pain anywhere near as intense as I used to,” she said.

Donavan emphasized that her sauna attracts people seeking connection, particularly those battling health issues. “We’ve got quite a few regulars who use it for various reasons, and it helps them sleep better and move more easily,” she added. She views saunas as a lifestyle choice, not a passing trend. “It’s a place to unwind, destress, or simply be social.”

From stress relief to community building

William Jenkins, 34, opened Hikitalo Sauna in Porthcawl after a nine-month journey through 70 saunas in 14 countries. His experience in the tech sector, marked by grueling hours and mental strain, led to a breakdown. “Saunas are the new pub,” Jenkins remarked, describing them as a relaxed setting for gatherings without the burden of alcohol. He believes the culture offers significant mental health benefits, fostering a sense of belonging and social bonds. “We all need connection, and that’s what I’m trying to create here,” he said.

Jenkins also pointed to Wales’ natural beauty as a key factor in sauna adoption. “The mix of social saunas and nature feels uniquely special,” he noted. This sentiment aligns with the broader trend of integrating wellness practices with the environment, much like Finland’s long-standing tradition.

Dr. Geoff Combs, a sport and exercise science lecturer at Bangor University and member of the Institute for Applied Human Physiology, stressed the importance of combining sauna use with other healthy habits. “If someone says it improves their mental health, that’s fantastic—keep doing it,” he said. However, he urged caution, emphasizing the need for research and awareness of risks. “Listen to your body, stay hydrated, and start slowly,” he advised. “Sauna use is part of a broader wellness strategy, and scientific evidence should guide its practice.”