The Revival of Sauna Culture: How Bathing Is Becoming Essential Again
“It’s completely changed our lives,” says Sabine Zetteler, a London communications director. Last year, she and her partner, artist Alex Booker, installed a Polhus kit sauna cabin in their Hackney backyard. Surrounded by tranquil greenery, it’s now a personal retreat she can’t imagine living without.
And she’s not alone. Home saunas are booming in the UK and the U.S., as more people embrace the ancient ritual of sweat bathing.
Emma O’Kelly, author of Wild Sauna: The Best Outdoor Saunas in Britain and Sauna: The Power of Deep Heat, has spent the past five years exploring sauna culture. She sees the resurgence of what some call “analog living” as a powerful antidote to modern life.
“Post-pandemic, people are focusing more on health and wellness, self-care, and preventative practices, rather than immediately reaching for a prescription,” O’Kelly explains. For her, an outdoor “wild sauna” is a healthy third space. “It’s inexpensive, good for you, and doesn’t involve drinking. Spending an hour in a sauna is cheaper than going to the pub.”
Jane Withers, co-author of Social Sauna: Bathing & Wellbeing, adds that the revival is part of a larger cultural and physiological shift. “Neuroscience shows why we feel deep relaxation—a moment of euphoria—when we bathe. In our digital world, people crave experiences that are physical, social, and even transformative.”
Bathing Through the Ages
Sweat bathing has roots stretching back millennia. The British Sauna Society notes rituals from Bronze Age sweat lodges to the grand Thermae built by Romans at Bath. In countries like Finland, Morocco, Turkey, and Japan, these traditions continue to thrive. Japan’s onsens, for example, remain both spiritual and physical practices, tied deeply to landscape and the body.
Elsewhere, traditions faded in the 20th century. With the advent of domestic plumbing came the decline of public bathhouses, which became associated with poverty. Medical interest in water therapies waned, and in the U.S. and Europe, bathhouses were shuttered amid the AIDS crisis.
Now, attitudes are changing. Sauna companies, such as Finnmark, report an 80% year-over-year rise in online sales, particularly for two- to four-person saunas in London and southern England. Larger commercial projects are also emerging, such as Arc, a Roman-inspired 65-person sauna in Canary Wharf, London, and the upcoming Lore bathing club in New York, which offers a social alternative to bars and boutique fitness studios.
The North American sauna market alone is valued at $1.2 billion, with steady growth predicted through 2029.
Modern Take on Ancient Rituals
Domestic sauna options are multiplying, with brands like Kohler, Koto, and Thermasol offering indoor, outdoor, flat-pack, and off-grid models. For those craving a cold plunge afterward, backyard swimming ponds are increasingly popular.
Instagram is full of DIY examples, like Jon and Caroline Edwards’ 43-foot pond in Gloucestershire, England. “Even my 90-year-old mum gets in and writes poems about it,” says Caroline. Once an unused lawn, their backyard is now full of wildlife, a reflection of a growing awareness of nature’s restorative power.
In Oxfordshire, architect Richard Parr has integrated lily pad-fringed ponds into family homes. “Swimming ponds are becoming almost obligatory for country living,” he says. “They demand attention and care, which adds a dimension to the experience.”
At Ridge House and Barn in the Catskills, designed by Worrell Yeung, the walk to the pool is as crucial as the plunge. “Hearing your feet on gravel removes you from a typical resort mindset,” says co-founder Jejon Yeung.
This shift signals a broader rethinking of wellness. What was once seen as a luxury, cold plunges, saunas, and outdoor showers is now essential. “These spaces are no longer just amenities,” Yeung says. “They are for restoration, routine, and reconnecting with the body and nature.”
This article was originally published by Ali Morris, The New York Times, part of their Design special section on new solutions for healthy living.
