Trendspotting - saunas
It’s not always easy to identify whether a trend is going to stick around. But our selection team has finely tuned instincts for spotting the emerging themes that are worth taking note of.
For the latest in our trendspotting series, we look at the rise of wild saunas in the UK. A bolt-on to wild swimming, this Scandi trend has found a following on British shores. We delve a little deeper into why everyone wants to get steamy.
Why are wild saunas trending?
The pandemic prompted a surge in people swimming outside in all weathers, and more than five years later the habit has stuck around. The Outdoor Swimming Society estimates that around 7.5m people in the UK venture into rivers, lakes, lidos and seas. Outdoor swimmers like to chase the well-documented wellbeing boost that comes from a dip in cold waters but adding some time in the sauna takes the health benefits to the next level. With new facilities opening up all over the UK, it's becoming easier to access the steam-to-plunge experience.
How is this trend showing up?
There has been a proliferation of wild saunas springing up by lakes and seas around the UK. There are now almost 200, doubling since 2024. These community spaces are usually housed in horseboxes or trailers in unique locations, and turn a casual cold water dip into a natural spa experience.
Will it stick around?
For many cultures, saunas have been embedded into the way of life for centuries. The origins of the sauna can be traced back to Finland 2,000 years ago, and of course the Nordic nation leads the way today for sauna tourism. For fans of the movement, this is no fad. Momentum is building, signaling that this could become another essential component to a healthy, active life, in the same way that yoga or wild swimming has been adopted seamlessly into people’s lifestyles.
How can I incorporate it into my ranges?
If wild swimming books sell well for you, you should consider adding a sauna element to your range to immediately update your offer. Journalist Emma O’Kelly was quick to identify and research the trend and her Wild Sauna book provides a definitive guide to the best UK spots for sweats and cold dips. Whereas the Power of Hot and Cold is great for diving into the philosophy behind this activity and will complement any wellness ranges. If you have a wild sauna near you, stocking one or two books to reflect this trend makes perfect sense.
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