We believe the future of sauna business in North America is bright. We are seeing growth in every area and region. New and exciting innovation on ancient cultural traditions.

This bathing movement is defined by new bathhouses, public saunas, and thermic spas opening throughout North America.

Here’s a ten thousand feet up snapshot:

• The U.S. sauna market is projected to grow to $526 million by 2028, up from $390
  million in 2023. [Source]
• Global Wellness Institute projects Thermal Wellness/Spas growing to nearly $98 Billion by 2028.

And this specific industry growth is to say nothing of the larger trillion-dollar wellness market. We believe the future of this movement includes both opportunities and challenges ahead. We are seeing opportunities like: more growth, more owners, more investment, and more people discovering these traditions and the impact on their lives.

And challenges: lack of regulatory support and different expectations state to state, rising real estate prices, bathhouses using high volume of water and energy, and equity and representation in our field. These are the same themes so many are grappling with as they are starting bathing businesses, opening sauna facilities, and introducing people to new cultural traditions.

That’s why we’re here.

We help owners navigate the challenging landscape of our growing industry, create jobs, generate profits, and serve their communities. Let’s get started.

Justin Juntunen
Founder | Cedar & Stone Nordic Sauna