Are saunas really “the new pubs” ?
Enjoying a catch-up at the Luna Hut sauna in Brighton
Saunas are gaining traction as the latest social haven, drawing crowds eager for a refreshing change of scene. This trend is inspired by Scandinavian traditions, where alternating between cold sea swims and warm saunas is a cherished ritual.
The British Sauna Society (BSS), founded nearly a decade ago, reports a significant rise in sauna popularity, particularly in unconventional locations like beachside spots. They propose that saunas could step in for pubs and community centres, which are gradually disappearing.
Unlike typical hotel or gym saunas, these new venues adopt a Finnish-inspired approach, where the experience involves cycling between hot and cold. This method is believed to provide notable health benefits, such as lowering blood pressure and enhancing cardiovascular function.
The resurgence of saunas as community hubs reflects a broader trend towards finding new, healthier alternatives to traditional social settings like pubs and bars. Mika Meskanen, chair of the British Sauna Society, likens modern saunas to "friend-making boxes," spaces where people can form genuine connections. This trend is evident in the growing number of sauna festivals and communal bathing events, such as Saunaverse in Hackney, which blend social interaction with wellness practices.
This resurgence of saunas as social hubs taps into a broader quest for healthier, alcohol-free social spaces. The BSS envisions saunas becoming as integral to well-being as gyms or yoga classes. The growing popularity of saunas reflects a shift towards spaces that combine relaxation, health, and community. The Evening Standard describes them as London’s hottest new hangout
Saunas are emerging as modern "third places," echoing the communal spirit of ancient bathhouses. With innovative concepts such as themed saunas and community events, the UK’s sauna scene is evolving into a vibrant and inclusive social phenomenon, offering a refreshing alternative to traditional social venues.
