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

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

Wales and the UK embrace the heated trend

As sauna culture gains momentum in the UK, including in Wales, proponents suggest these spaces might soon rival pubs as social gathering spots. Over 600 public saunas now operate across the country, with many situated in scenic coastal areas, lakeside views, and remote countryside locations. While users often highlight sauna benefits for physical and mental well-being, the scientific understanding of these effects is complex. Experts caution that proper hydration and integration with other health practices are essential for safe use.

The British Sauna Society (BSS) has seen a surge in sauna listings, with nearly 640 currently featured on its site—a rise from 540 at the beginning of the year. A recent forecast predicts the UK could surpass other European nations as the largest sauna market by 2033. Gabrielle Reason, director of the BSS, remarked:

“The ongoing expansion implies the peak may still be ahead—if it exists at all.”

Among those driving this trend is Kathryn Donavan, 40, who launched Môr A Sawna near Jackson’s Bay in June 2024. Struggling with premenstrual dysphoric disorder (PMDD) and endometriosis, she initially relied on cold water therapy. After surgery to remove parts of her womb, her symptoms worsened, often leaving her bedridden.

“I was in so much pain,” she said, noting the onset of flu-like symptoms.

Seeking relief, she began visiting a sauna an hour and a half from home. Inspired by its effectiveness, she decided to establish her own outdoor facility. Since opening, Donavan reports her health has improved significantly.

“I don’t experience pain nearly as intensely anymore,” she shared.

Similarly, William Jenkins, a former tech professional, found solace in saunas after years of stress. After a mental breakdown, he explored the practice globally, visiting 70 saunas in 14 countries during nine months. Returning to Wales, he opened Hikitalo Sauna in Porthcawl.

“I view saunas as the new pub,” Jenkins explained. “They offer a sober setting for connection without the morning hangover.”

He emphasizes the mental health advantages of communal spaces, adding that “no titles or social status” exist in the sauna, fostering a judgment-free environment.

“That’s what I truly cherish about it,” he said.

Jenkins also ties Wales’ natural beauty to sauna culture, comparing it to Finland’s traditions.

“The blend of social saunas and natural surroundings feels uniquely special,” he noted.

Meanwhile, Dr. Geoff Combs, a lecturer in sport and exercise science at Bangor University, stresses the importance of combining sauna use with other healthy habits.

“If someone claims saunas enhance their mental health, that’s fantastic—keep doing it,” he said.

However, he warned that “scientific evidence is crucial” and urged individuals to “listen to their body, stay hydrated, and start gradually.”

“Begin with short sessions, take breaks, and ensure you’re informed from reliable sources.”