Could saunas become the ‘new pub’ when it comes to socialising?
Could saunas become the ‘new pub’ when it comes to socialising?
Expansion of sauna culture in the UK
Sauna culture is expanding rapidly across the UK, including in Wales, with some supporters suggesting these spaces could replace traditional pubs as social hubs. Over 600 public saunas now operate nationwide, many located near coastal areas, beside lakes, or in serene countryside settings. While enthusiasts highlight the wellness and mental health perks of sauna use, the scientific basis for these claims is complex. Experts caution that users should stay hydrated and pair sauna sessions with other healthy routines to maximise benefits.
Industry growth and vision
The British Sauna Society (BSS) lists nearly 640 saunas on its site, a rise from 540 at the start of the year. A recent report predicts the UK could surpass other European countries as the largest sauna market by 2033. Gabrielle Reason, BSS director, remarked: “The trend shows no signs of slowing down—peak sauna popularity may still be ahead.”
A personal journey into sauna therapy
Kathryn Donavan, 40, opened Môr A Sawna near Jackson’s Bay, Barry, Vale of Glamorgan, in June 2024. Her decision came after managing premenstrual dysphoric disorder (PMDD) and endometriosis with cold water therapy. Following surgery to remove parts of her womb, she faced worsening symptoms, including severe pain and flu-like effects, leaving her bedridden at times. “I was in so much pain,” she shared, explaining how her health challenges led her to explore saunas as an alternative.
“I don’t get pain anywhere near as intense as I used to,” Donavan said. “Visitors come for community, to escape isolation, or simply to unwind. Sauna is a way of life—no fad, just a space to connect or relax.”
From tech to tranquility
William Jenkins, a 34-year-old who worked in technology for 15 years, found solace in saunas after years of stress-induced burnout. During travel, he visited 70 saunas across 14 countries, noting their calming impact. Returning to Wales, he launched Hikitalo Sauna in Porthcawl, framing it as “the new pub” for social interaction. “No titles, no judgment—just a place to gather without the worry of hangovers,” he explained.
“We all need a sense of belonging,” Jenkins added. “Sauna culture is here to stay, especially in places like Wales where nature and community merge.”
Expert insights on sauna practice
Dr. Geoff Combs, a sport and exercise science lecturer at Bangor University, stressed the importance of combining sauna use with other health-promoting habits. “If someone feels sauna improves mental health, keep doing it,” he said, while noting more research is needed. He also highlighted safety measures, advising users to hydrate before sessions, bring water, and start slowly. “Listen to your body,” he urged. “Try a few minutes, take a break—scientific evidence matters.”
