Could saunas become the ‘new pub’ when it comes to socialising?

Could saunas become the ‘new pub’ when it comes to socialising?

Sauna culture is expanding rapidly across the UK, with Wales witnessing a notable rise in their popularity. Advocates suggest these heated spaces might soon rival traditional pubs as hubs for social interaction. Over 600 public saunas now operate in the country, some strategically placed near coastal areas, beside lakes, or in serene countryside locations.

While many users highlight the wellness and mental health perks of sauna sessions, the scientific backing is more complex. Experts caution against overestimating their benefits, advising individuals to stay hydrated and pair sauna use with other health-promoting routines. The British Sauna Society (BSS) reports nearly 640 saunas on its platform, a jump from 540 at the start of the year. A recent analysis predicts the UK could surpass other European nations as the leading sauna market by 2033.

Personal journeys into sauna culture

Kathryn Donavan, 40, launched Môr A Sawna in June 2024 near Jackson’s Bay in the Vale of Glamorgan. Her decision followed personal health struggles, including PMDD and endometriosis, which worsened after surgery. The pain and flu-like symptoms she experienced prompted her to explore alternative therapies. After discovering the benefits of sauna sessions, she began opening her own outdoor facility, noting a significant improvement in her quality of life.

“I don’t get pain anywhere near as intense as I used to,” Donavan shared. “Sauna is a way of life—it’s not a fad, it’s a place to unwind and destress or be social.”

William Jenkins, a 34-year-old who spent 15 years in the tech industry, opened Hikitalo Sauna in Porthcawl after his own mental health challenges. Long hours and high stress led to a breakdown, which he overcame by immersing himself in sauna culture. During a nine-month journey across 14 countries, he visited 70 saunas, finding them instrumental in restoring his mental well-being.

“I class saunas as the new pub,” Jenkins explained. “A sober way of getting together, and you don’t wake up with any hangovers.”

Jenkins believes the social aspect of saunas fosters a sense of community, helping people feel connected. He also noted that Wales’ scenic landscapes align with the Finnish model, where saunas are often integrated with natural surroundings. “The combination of these social saunas in connection with nature, I think there’s something very special about it,” he remarked.

Expert perspectives on sauna trends

Dr. Geoff Combs, a sport and exercise science lecturer at Bangor University, stressed the importance of combining sauna use with broader healthy habits. “If someone is telling me that they feel it improves their mental health, that’s great, keep doing it,” he said, though he emphasized that more scientific research is required to validate claims.

Combs also highlighted the need for caution, advising users to stay hydrated and avoid overheating. “Listen to your body and be aware that you could overheat—make sure you’re hydrating before, bringing water with you, and just start slow,” he added. “I mean, go in for a few minutes, see how you feel, take a break. I think it’s important to have scientific evidence.”