The UK sauna sector forms a significant part of the broader wellness and spa market, with total sector revenue hitting around £588.9 million in 2025. This includes both commercial and residential sales channels.
Market research forecasts the broader UK sauna market to grow at about 7.3% from 2025 to 2033, reflecting rising demand across both residential and commercial end-users.
External analysts also project long-term expansion: one commercial forecast suggests that UK sauna market revenues could approach £1 billion by the mid-2030s, driven in part by increased commercial installations and wellness tourism growth.
Infrared saunas are growing fastest among commercial buyers due to lower operating costs and perceived health advantages, making them attractive to wellness centres and corporate wellness programmes. Traditional saunas still dominate overall revenues, particularly in luxury spas and hospitality installations seeking authenticity and premium positioning.
LOW ENERGY
Energy efficiency and sustainability are emerging priorities; commercial buyers are increasingly interested in lower-energy designs and renewable heating solutions to control operating costs and align with corporate ESG goals. Wellness supplier heavyweights, Aqua Warehouse Group (AWG) is certainly embracing the current demand for outdoor saunas.
Martin Rigby, Head of Sales and Marketing says: “Saunas are nothing new. Having been in the wellness industry for almost 30 years I’ve seen many a sauna stood gathering dust in retail showrooms, but saunas are back and are firmly at the forefront of consumers’ minds.”
Over the last few years AWG has expanded its portfolio of outdoor living products including the popular Remanso Pergola, Telluria Garden Buildings and Sizzler Outdoor Kitchens. It’s a strategy that has seen it become one of the leading suppliers to the UK pool and spa trade. Of course, AWG remains a major force in the hot tub industry, recently winning Hot Tub Trade Supplier 2025 at the Pool and Spa Awards.
Martin continues: “I wasn’t convinced about us offering saunas as I’d seen numerous attempts to convince the UK public of the benefits of saunas without success. “This time customer interest and requests from our existing dealer network has demanded it,” Martin continues. “We are known for our innovation and with that in-mind we created the Yakia Outdoor Sauna range.”
Launched last year with just two models, Yakia was developed by AWG with a clear focus on style and functionality. Martin believes if a sauna is going to sit in the garden, it needs to look exceptional.
STRONG FEEDBACK
Following strong early feedback, the range has now expanded to eight models in a variety of sizes. Two of these, branded Ultima, are factory-built, pre-assembled units, while the remaining models are supplied flat-packed for dealer on-site construction. Retail prices start from £5,995 (excluding installation).
Martin’s advice to retailers is clear: “Invest in display models. The internet is flooded with generic outdoor saunas. To compete, it’s essential to showcase the design, build quality and features in person. Become an expert in all things sauna – quickly!”
Looking ahead, he sees demand growing even faster. “I’m confident the demand for outdoor saunas will reach an all-time high in 2026. With social media and influencers driving awareness, and with consumers more focused than ever on personal wellbeing, saunas are set to be one of the standout products of the year.” Guiding enquirers with confident and knowledgeable advice on sauna use will help build winning relationships. Hydration with water and electrolytes is recommended throughout sauna use.
MUSCLE RECOVERY
After workouts, sauna use can help reduce soreness and promote relaxation for muscle recovery. Users should wait between 10–20 minutes after exercise before entering especially to allow heart rates to come down first. The session length target should be between 10 and 20 minutes repeated, three to four times per week.
With dim lighting and complete silence, saunas are excellent for calming the nervous system and unwinding mentally. If this is the aim, users should go slower and stay longer with 15–25 minutes at a comfortable temperature. Users should focus on slow, deep breathing to shift into a relaxed state.
A great way to decompress after work, even two to three sessions weekly can noticeably reduce stress levels.
DEEP SLEEP
Sauna use can help improve sleep quality with users saying they fall asleep more quickly. General advice is to use the sauna one to two hours before bed. For this purpose, users are recommended to keep to ten to 20 minutes so the body is not overstimulated. Regular evening sauna sessions can train the body to wind down while the drop in body temperature afterwards promotes drowsiness.
With a stagnant property market, many home-owners are looking to invest in their existing homes by creating their own home leisure experience. By offering a range of options including traditional infrared, and combination saunas, businesses can appeal to a wider audience while enhancing their overall wellness offering.”
RAVE REVIEWS
The Suffolk based AES team received rave SPATEX reviews for its Holl’s range of innovative sauna solutions designed to integrate seamlessly into any home.
The compact and high-performing two-seater Cocoon outdoor sauna is specially designed for terraces and urban spaces, using thermo-treated Canadian pine for exceptional weather resistance.
For indoor luxury, the Moon sauna features a unique circular architecture in natural wood or deep black finishes; its rounded walls and glass create a perfect curvature that enhances immersion and promotes uniform air circulation.
Meanwhile, the Canopee line of infrared cabins combines tailor-made design with “Triple Care” technology. By utilising the full range of long and short infrared waves, these cabins offer a “Reset & Restore” effect.
Cleverly arranged carbon emitters relax the mind, while specialized quartz or magnesium emitters allow users to choose between deep muscle relaxation and detoxification.
Whether opting for the steam technology of the Cocoon or the advanced infrared treatments of the Canopee, these designs provide a dedicated space to reset the body and mind, offering a multitude of custom well-being moments for you and your loved ones.
Despite positive growth, the sector faces headwinds: rising energy costs have pressured operational margins for sauna facilities and slowed investment in some cases. Checking on available stock and lead to delivery times would be a smart move as long lead times can deter sales.
Overall, the UK B2B sauna market is on a growth trajectory underpinned by the expanding wellness economy, diversification of product formats, especially infrared, and robust demand from hospitality, fitness and community wellness operators.
Switched-on suppliers can capitalise on innovative, energy-efficient solutions, and the increasing importance of sauna experiences in both traditional and emerging wellbeing spaces.
AES
Tel. 01284 658770
E. sales@
aquatomatedenvironementalsystems.co.uk
www.automatedenvironmentalsystems.co.uk
AWG
Tel. 01245 477400
E. sales@aquawarehouse.co.uk
www.aquawarehouse.co.uk
