In a deeply personal and wide-ranging conversation with Casey Baugh on the Case Studies podcast, Cedar & Stone co-founder, Justin Juntunen, shared the origin story of a company and a life shaped by generational wisdom, purposeful slowing down, and a vision of wellness that extends far beyond trend.
This wasn’t just another chat about cold plunges and wellness fads. It was a rich dialogue on building a meaningful business in a noisy world, rooted in values that can’t be found on a spreadsheet: presence, connection, beauty, and cultural tradition.
Watch on YouTube
From Basement Saunas to a National Movement
Justin’s first sauna memory is locked into his brain by the scent of cedar. At three years old, he helped his dad and grandpa build something sacred in the basement of their Minnesota home.
Now, decades later, that same reverence for ritual is embedded into every sauna Cedar & Stone creates. Whether it’s a floating sauna session on the harbor of Lake Superior, a luxury wellness experience at the Four Seasons Hotel Minneapolis, or a handcrafted unit for a home or business, the mission remains the same:
Reconnect people to their bodies, their breath, and each other.
Bringing the Ritual Home
Like many of our clients, Casey didn’t just want to learn about sauna, he wanted to experience its transformative power for himself.
So he brought it home.
“It’s 100% the best dollars I’ve spent in 2025. I’m trying to think of anything better, and I can’t.”
What began as a simple idea to level up his wellness routine turned into something much more meaningful. It became the foundation for his daily ritual.
Morning breath work. Evenings without screens. Impromptu cold plunges with his kids.
He shared, “It’s 100% the best dollars I’ve spent in 2025. I’m trying to think of anything better, and I can’t. Even my kids are into it. They’re laughing, experimenting, figuring it out.”
The Cedar & Stone sauna didn’t just change his routine. It changed the rhythm of his home.
A Business With Soul
Cedar & Stone is not chasing growth for growth’s sake. As Justin puts it:
“I don’t want to build a business just to make money. I want to build a business that helps people live better, longer, more connected lives.”
In the podcast, you’ll also hear about:
- The early days of launching the company just before the pandemic
- The balance between craftsmanship and scale
- What it means to practice what we preach, from sauna guides to builders, the Cedar & Stone team lives what we build
And maybe most compelling: the reminder that wellness doesn’t have to feel like work. It can be ritual. It can be beautiful. It can be something you look forward to every single day.
Whether you’re sauna-curious, building your own daily rituals, or just love a good entrepreneurial story, this episode will stay with you.
🎧 Listen now on Apple Podcasts
Want to bring the ritual of sauna to your home or business? Connect with our team.
