Could saunas become the ‘new pub’ when it comes to socialising?
Saunas Gaining Popularity in the UK
Sauna culture is expanding rapidly across the UK, including in Wales, with proponents suggesting it could replace traditional pubs as a social gathering spot. Over 600 public saunas now dot the UK landscape, from coastal areas to lakeside views and rural retreats. While many users highlight the wellness and mental health perks of sauna sessions, the scientific backing for these claims is more complex.
Business Owner Perspectives
The British Sauna Society (BSS) reports nearly 640 saunas on its platform, up from 540 at the start of the year. A recent report forecasts the UK could become Europe’s largest sauna market by 2033. Gabrielle Reason, director of the BSS, remarked:
“The ongoing expansion indicates that the peak of this trend may still be ahead.”
Personal Health Journeys
Kathryn Donavan, 40, opened Môr A Sawna near Jackson’s Bay, Barry, Vale of Glamorgan, in June 2024. She had battled premenstrual dysphoric disorder (PMDD) and endometriosis, relying on cold water therapy to ease her symptoms. After surgery to remove parts of her womb, her conditions worsened, leaving her bedridden at times. “I was in so much pain,” she shared, noting that flu-like symptoms added to her struggle. This prompted her to explore alternatives and begin visiting a sauna an hour and a half from home. Inspired by its impact, she established her own outdoor sauna, where she now finds her health more manageable.
Sauna as a Social Hub
William Jenkins, 34, spent 15 years in the technology sector before a mental breakdown forced him to reevaluate his lifestyle. While traveling, he discovered sauna culture and visited 70 saunas in 14 countries within nine months, finding them beneficial for his mental well-being. Returning to Wales, he founded Hikitalo Sauna in Porthcawl. “I class saunas as the new pub,” he said.
“A sober way of getting together where you don’t wake up with any hangovers.”
Jenkins emphasizes the value of social connection in saunas, calling it a “huge mental health benefit.” “We all need a sense of belonging,” he added, believing the culture is “here to stay.”
Scientific Viewpoint
Dr. Geoff Combs, a lecturer in sport and exercise science at Bangor University and member of the Institute for Applied Human Physiology, stresses that sauna benefits should be combined with other healthy habits. “If someone tells me they feel it improves their mental health, keep doing it,” he said.
“But it’s important to pair this with other practices and ensure safety.”
He urged users to hydrate before sessions, take breaks, and research trusted sources. “Listen to your body and start slow,” he advised.
