Could saunas become the ‘new pub’ when it comes to socialising?
Could Saunas Replace Pubs as the UK’s Social Hub?
Sauna culture is expanding rapidly across the UK, with Wales witnessing a notable rise in popularity. Advocates argue that these heated spaces could evolve into a modern alternative to traditional pubs for social gatherings. Over 600 public saunas now operate in the country, many situated in scenic coastal areas, lakeside views, or secluded rural spots. While participants often praise the wellness perks of sauna sessions, the scientific understanding of their effects remains multifaceted.
Expanding Accessibility and Community Impact
The British Sauna Society (BSS) reports nearly 640 saunas listed on its platform, up from 540 at the beginning of 2024. A recent analysis predicts the UK may surpass other European nations in sauna adoption by 2033. Gabrielle Reason, director of the BSS, remarked:
“The ongoing surge indicates the peak has not yet arrived—should there be one.”
This growth has spurred new ventures, such as Môr A Sawna near Jackson’s Bay, Barry, in the Vale of Glamorgan, which Kathryn Donavan opened in June 2024.
Health-Driven Entrepreneurship
Donavan, 40, faced challenges with premenstrual dysphoric disorder and endometriosis, relying on cold water therapy to ease symptoms. After surgery to remove parts of her uterus, her conditions worsened, often preventing her from leaving her bed.
“I was overwhelmed by pain,”
she said, noting she began using saunas 90 minutes from her home to manage her health. Her decision to establish an outdoor sauna was influenced by a desire for better accessibility and a shift toward a more sustainable social lifestyle.
From Technology to Tranquility
William Jenkins, a 34-year-old former tech professional, endured years of stress and burnout, culminating in a mental health crisis. During his travels, he explored sauna culture, visiting 70 locations across 14 countries in nine months. Inspired by its restorative value, he launched Hikitalo Sauna in Porthcawl.
“I consider saunas as the new pub—a relaxed way to connect without the burden of alcohol.”
Jenkins emphasized their role in fostering community and belonging, calling the trend a lasting shift.
“There’s no hierarchy in the sauna; it’s a space where people feel accepted.”
Expert Perspective on Sauna Benefits
Dr. Geoff Combs, a sport and exercise science lecturer at Bangor University, highlighted the importance of combining sauna use with other healthy habits.
“If someone claims saunas improve their mental health, that’s positive—continue the practice,”
he said, while stressing the need for further research. Safety, he added, is critical:
“Stay hydrated, start slowly, and listen to your body. Overheating can occur, so bring water and take breaks.”
He urged individuals to rely on credible sources and scientific evidence when embracing sauna culture.
