Once the preserve of Nordic countries, sauna culture has now arrived in the UK. From converted horseboxes on Scottish beaches to lakeside retreats in Wales, Finnish-style public saunas are popping up across the country at an unprecedented rate.
According to the British Sauna Society, the number of public saunas in the UK more than doubled between 2023 and 2024 (from 45 to over 100) and has continued to rise sharply in 2025. What was once a niche pastime has become a defining feature of Britain’s modern wellness landscape.
So what’s driving this surge in popularity? And what do the Finns—whose relationship with the sauna stretches back thousands of years—make of the UK’s newfound enthusiasm?
In the UK, visiting a sauna has become an increasingly popular alternative to the pub—a place to socialise, unwind and connect without alcohol. This shift matters, particularly as Brits reassess their relationship with drinking. According to a recent survey, 43% of 18- to 34-year-olds and 32% of those aged 35 to 54 have given up alcohol entirely.
For Ruth Howarth, saunas have become a regular fixture in her social life.
“It started because there were so many great, kooky saunas popping up in amazing locations along the Scottish coastline,” she says. “Now I go at least once a month. It’s carved-out time for ‘me’, and it allows me to connect with friends with no distractions.
“I’d definitely say it’s a healthier space to connect. I often end up talking with my mates about supplements, exercise, general wellness and perimenopause. For some reason, it really opens up those conversations.”
Adventure travel company owner Art Kröger agrees. He lives in Finland, where sauna culture is an intrinsic part of the country’s social and cultural fabric.
“In Finland we have 5.5 million people and about three million saunas, both public and in people’s houses,” he says. “We think of the sauna as a shared forum for meaningful talk. It could be about politics, relationships, even war and peace. But everybody knows that what’s shared in the sauna stays in the sauna.”
Part of what makes these conversations feel so meaningful is the environment itself. Saunas are small, quiet spaces, free from many of the distractions of modern life—most notably, mobile phones.
“The traditional sauna has low lighting, often close to darkness,” Art says. “It’s part of the ambience. You don’t appreciate anything loud or bright inside.”
Everybody knows that what’s shared in the sauna stays in the sauna
He also points to the sauna’s role as a social leveller.
“Traditionally in Finland, you go naked with people of the same sex. Whether you’re the CEO of a big corporation or someone who started work yesterday as a cleaner, you leave your titles in the dressing room. Everyone is equal. You’re just human beings sharing a very intimate experience.”
Beyond its social appeal, the sauna is also prized for its physical and mental health benefits. Heat exposure dilates blood vessels, improving circulation, relaxing muscles and supporting long-term cardiovascular health. Research also suggests that regular sauna use may be associated with a reduced risk of dementia and Alzheimer’s disease.
Finnish saunas are typically humid as well as hot, thanks to löyly—the Finnish word for the steam released when water is poured over heated stones. This moist heat can support respiration and helps open pores, cleansing the skin.
It’s like a secular temple. The tradition is mind-blowing
There are mental benefits too. Sauna bathing promotes relaxation and wellbeing, and some studies suggest it may improve sleep quality.
“It’s a deeply calming, naturally tiring experience,” Art says. “That’s partly cultural. When Christianity first arrived in Finland, people didn’t know how to behave in church. They were told to behave as they would in the sauna.
“You don’t make a fuss. You don’t disturb others enjoying the same service. Sometimes someone shares a few wise thoughts about life; sometimes people enjoy the silence. It’s like a secular temple. The tradition is mind-blowing.”
These benefits are often amplified when sauna heat is paired with cold exposure, such as a plunge into a lake or the sea. Cold water causes blood vessels to constrict, temporarily raising heart rate and blood pressure. The body responds by releasing endorphins, adrenaline and dopamine, creating a euphoric “cold water high” and reducing stress.
“The combination of a sauna and an ice plunge is amazing,” Art says. “It’s unbeatable in terms of health and the deep sense of relaxation you get. If you wanted to get carried away, you could compare it to the first stage of Nirvana.”
If you wanted to get carried away, you could compare it to the first stage of Nirvana
He believes this relationship between wild swimming and sauna culture has helped fuel the UK’s sauna boom.
“Wild swimming has grown hugely in popularity,” he says. “More people are swimming in lakes and natural waters all year round. It’s a movement in its own right, but it supports sauna culture because the two often go hand in hand.”
For Kim Farrall, who lives in Wales, outdoor swimming was her entry point into sauna bathing.
“I’ve been visiting a lakeside sauna for a while now, and it’s brought so many benefits,” she says. “I was already a wild swimmer and had a love affair with the calm clarity and raw immersion in nature that it brings. Adding the sauna aspect has just brought another level of serenity and made the experience more intense.
“Additionally, not many other people in my life saw the appeal of spending their free time in freezing cold water, but the promise of a lovely cosy sauna has meant I’ve been able to share the experience, and it’s something that myself and a group of friends do together each month.”
How does Art feel about the increasing interest in saunas within the UK? For him, it’s a positive that more people are enjoying them—and he’s always enjoyed introducing foreign visitors to Finnish sauna culture. His only note of caution is to ensure that you get the ‘proper’ experience.
“The sauna needs to be warm enough, and you need to be able to pour water on these hot stoves,” he says. “Dry heat is not pleasant. It also doesn't increase your sweating, so it simply doesn't work. From the Finnish perspective, this is absolutely the wrong way of doing it.”
Ventilation is another essential factor.
“Fresh air circulation is incredibly important,” he adds. “Even in Finland, we sometimes get this wrong. A sauna is hot and steamy—without enough fresh air, it’s uncomfortable and unhealthy.”
It’s also important to use the sauna correctly if you want to maximise its benefits.
“You lose a lot of sweat. So it is very important to hydrate properly and put these liquids back into your body,” Art says. “The liquid you lose in the sauna should not be replaced by alcohol. Because this can kick in surprisingly efficiently and you won’t feel all that refreshed the next morning.”
He also advises caution when combining sauna bathing with cold plunges.
My unofficial conclusion after years of sauna bathing is that British guests tend to be a bit more reserved than Swiss or German visitors
“There is also a proper way to combine sauna and ice dipping. If you run from a hot sauna into an icy lake, it’s a shock to the heart. Spend a moment outside and let yourself cool down, take a couple of long breaths and walk calmly towards the lake like a samurai warrior, nice and warm, feeling confident, feeling good from the sauna. And then you dip yourself slowly and gracefully in that refreshing water, all the way up to your shoulders. You repeat this a couple of times; if you’re feeling brave you can stick your whole head under the water.”
In Finland, saunas are traditionally used naked, although many public facilities now require swimwear for hygiene reasons. Still, Art stresses that nudity isn’t essential to an authentic experience.
“My unofficial conclusion after years of sauna bathing is that British guests tend to be a bit more reserved than Swiss or German visitors,” he says. “But you should not let nakedness versus being clothed disturb your first sauna experience.
“You can have an absolutely genuine sauna experience even in your Bermuda shorts. It's much more important that you feel comfortable with yourself and with the group.”
As Britain searches for healthier, more meaningful ways to unwind and connect, the sauna offers something increasingly rare: warmth, stillness and shared presence. Whether perched on a windswept shoreline or tucked beside a quiet lake, it provides a space for people to slow down, together.
For the Finns, sauna culture is ancient and instinctive. For the UK, it’s still evolving. But if its growing popularity is any indication, this centuries-old ritual may be perfectly suited to modern British life—so long as we’re willing to switch off, and embrace the heat.
Inspired? Experience a Finnish sauna on our Ice, Snow and Saunas in Arctic Finland adventure, or check out our Sauna and Hot Springs Adventure collection.