Media Alert: Sauna rituals and expansion plans feature strongly in early bathhouse survey findings Early findings from the 2026 Bathhouse & Thermal Wellness Development Benchmark Survey highlight guided experiences and event saunas: 77% of 47 respondents offer or plan guided thermal programming, while 62% have or plan a large-format/event sauna. Among the 37 currently operating respondents, 43% identify “Aufguss / sauna rituals” as part of their programming. Updated October 6,…
Early Findings: Bathhouse and Thermal Wellness Sector Eyes Multi-Site Expansion
Early Findings: Bathhouse and Thermal Wellness Sector Eyes Multi-Site Expansion New benchmarking research from the GWI Hydrothermal and Consulting Initiatives reveals significant investment, strong reported revenues and ambitious expansion plans across a rapidly evolving sector. The bathhouse and thermal wellness sector appears to be entering a significant new phase of development. Nearly two-thirds of participants in an ongoing global benchmarking survey expect to operate multiple…
The Psychology of Sauna: Introspection, Transformation, and Human Connection
The Psychology of Sauna: Introspection, Transformation, and Human Connection (This article was originally published in Sauna Times by Stephen A. Colmant, Ph.D., MA, Prescribing Psychologist.) We hear about the physiological benefits of sauna almost daily and still very little attention is given to its psychological effects. Sauna may be psychologically powerful through its influence on mood and cognition, promotion of introspection, ritual structure, and effects…
The Sauna Conundrum: Tradition vs. Infrared — Which Delivers the Real Sauna Experience?
The Sauna Conundrum: Tradition vs. Infrared — Which Delivers the Real Sauna Experience? Is an infrared cabin really a sauna or something else entirely? While infrared heat treatments have surged in popularity, sauna purists argue they don’t measure up to the centuries-old traditions of true sauna bathing. In this dynamic debate, our panel brings together leaders from both camps, including the CEO of a leading…
Sauna Users are Happier – Study Shows
Sauna Users are Happier – Study Shows A new study from Sweden finds that people who use saunas are happier, sleep better, and have more energy. Dr. Hans Hägglund, a professor at the University of Uppsala (aka the “sauna doctor”), said of the study: “It shows that sauna users are happier, sleep better, have more energy, and rate their mental and physical health better…
Does the Combination of Finnish Sauna Bathing and Other Lifestyle Factors Confer Additional Health Benefits?
A recently published paper from Mayo Clinic, authored by Seto K Kunutsor, MD, PhD and Jari A. Laukkanen, MD, PhD explores sauna bathing and its link to health benefits beyond its use for leisure and relaxation. The paper analyzes observational and interventional studies that suggest that regular or frequent sauna bathing reduces the incidence of vascular and nonvascular diseases, such as hypertension, cardiovascular disease, dementia,…
