The Finnish sauna is enjoying a surge in popularity abroad, with growing interest in the UK and the US driven by a desire for wellbeing and real-world connection.
“One of the main factors driving the sauna boom in the UK and the US is the sense of community,” says British journalist and sauna author Emma O’Kelly. “Where else can you go that everyone is welcome?”
She adds, “For Gen Z, sauna is also a place where you can meet other people face-to-face. It’s about connection and getting off the phone and doing something in real time. It’s all good and healthy, and we need it.”
Tea Lindberg, founder of Helsinki’s Furuvik Seaside Sauna, believes sauna is closely tied to the Finnish way of life. “It’s a place where everyone is equal. In the sauna there are no titles or status, just people sharing the same experience,” she says.
“For many Finns, sauna is part of weekly routines. It supports both mental and physical wellbeing and also strengthens social bonds. Families, friends and colleagues gather together, talk openly, and spend quality time with each other.”
Kotona.com, a Finnish lifestyle website covering homes, design, crafts and everyday life in Finland, explores why sauna culture is booming internationally. (Kotona means “at home” in Finnish.)
