45 Saunas in 9 Days: Lessons from the World Sauna Forum

For us, that meant 45 saunas in just nine days. There was a lot of sweat—and a lot of hydration—but we also gained a whole new appreciation for how sauna culture is evolving, connecting people, and making a comeback around the world.

One of the most exciting things we discovered? Sauna is experiencing a global rebirth. While pioneers like Finland and Norway have cherished sauna rituals for centuries, countries like Ireland, the UK, and the US are now embracing the practice in new ways, curating cultures and experiences they can call their own. Over just the past decade, the growing need for wellness, real-world connection, and accessible spaces to meet others has sparked a new wave of sauna culture—one that addresses not only physical and mental health, but also the challenges of loneliness and our desire to feel truly connected.