This week, Cedar & Stone Nordic Sauna was featured in The New York Times.
This was the second time this year the NYT noted our work.
The piece highlights sauna culture around Lake Superior.
My favorite of the Great Lakes.
Seeing our name in a national publication is an incredible honor and – a moment for reflection.
“At Cedar & Stone, our mission has always been to create spaces that go beyond wellness trends. We aim to revive the deep-rooted tradition of community saunas while promoting sustainability, connection, and thoughtful design.”
For small businesses, moments like these feel both exhilarating and humbling. They represent years of hard work, dedication, and vision—but they also serve as a reminder of the responsibility that comes with being in the spotlight.
There is no such thing as an overnight success.
When a major publication like The New York Times shines a light on your work, it’s more than just a proud moment for the team. It’s an opportunity to amplify your mission and vision. It connects with a wider audience in ways that may not have been possible before.
At Cedar & Stone, our mission has always been to create spaces that go beyond wellness trends. We aim to revive the deep-rooted tradition of community saunas while promoting sustainability, connection, and thoughtful design. National recognition helps us spread that message further, but it also challenges us to stay grounded and authentic as we grow.
Here’s what this moment means for us—and maybe for other small businesses who might find themselves in similar shoes:
Validation:
Being included in an article about Lake Superior sauna culture is a reminder that what we’re building matters—not just to us, but to a broader community of people who see value in what we offer.
Years ago I discussed with Leah and Travis of Silvae Spiritus Nature Retreat the hope to one day create the North American Sauna Trail. I think the map in this story is a beautiful example of ONE of those trails.
Responsibility:
With attention comes the need to ensure every detail of what we do aligns with our values. From customer experiences to how we care for our team, we know more eyes are on us now.
We must stay diligent and focused on our values.
This looks like remaining true to our Nordic roots and the cultural traditions of sauna, it means doing things the right way, not the easy way, and it means accepting that we’re not always the right fit for every client – those who don’t see the value in investing a bit more for sustainability and design, in something painstakingly built by hand by craftsmen from our local community.
Our attention to detail and sustainability spans our saunas, experiences, and products.
Connection:
Media features open doors to conversations with new audiences—whether it’s individuals seeking meaningful wellness experiences or other businesses inspired by our approach to sustainability and design.
The strides our team has made this year toward more beautiful and sustainable design have been some of my proudest moments this year.
It’s tremendously fun to see businesses that we have worked with over the years get their much-deserved recognition.
Our friends Lynn and Jason Makela and their growing “Upper Michigan Sauna Empire” at Takka Saunas.
And Katie and Sam Usem just up the shore of this Great Lake at Sisu and Löyly Nordic Sauna, are some of the first graduates from our Sauna Business Accelerator program. And truly some tremendous humans making sauna experiences memorable in Grand Marais, MN.
Community:
This moment isn’t just about Cedar & Stone. It’s about everyone who has helped us grow over the past five years.
It’s about the people who show up to the sauna.
The local businesses we collaborate with.
The broader movement toward rethinking how wellness and tradition intersect.
As we celebrate this milestone, we’re also reminded that scaling thoughtfully—while staying true to our roots—remains our greatest challenge and privilege.
To other business owners, I’d say this: national attention is exciting, but what really matters is using the platform to reflect your mission, support your community, and build something that lasts.
And all that to say, attention doesn’t pay the bills.
We still need to get up tomorrow and get back to work on all of the goals we have ahead for 2025.
Take a look at the full article, beautifully written by Stephanie Pearson here.
Want to add a Cedar & Stone sauna to your property or commercial space? Connect with our team to reserve yours.
Join us for authentic guided sauna experiences in Duluth and Minneapolis.
