Sauna Market in US to Grow by USD 151.3 Million from 2025-2029, Driven by Increased Focus on Wellness and Self-Care, Report on AI-Powered Market Evolution - Technavio

NEW YORK, Feb. 3, 2025 /PRNewswire/ -- Report on how AI is driving market transformation - The Sauna market in US size is estimated to grow by USD 151.3 million from 2025-2029, according to Technavio. The market is estimated to grow at a CAGR of 6.4% during the forecast period. Increasing focus on wellness and self-care is driving market growth, with a trend towards growing adoption of home saunas. However, high cost of equipment and maintenance poses a challenge. Key market players include Almost Heaven Group LLC, Bsaunas Inc., Cedarbrook Sauna and Steam, Divine Environments Inc., Golden design Inc., Great Bay Spa and Sauna, Harvia Plc, Health Mate Sauna, Heavenly Heat Saunas, KLAFS GmbH, Nootka Collective Inc., QCA Spas Inc., Rocky Mountain Saunas, Salus Saunas, Sauna360 Group Oy, Sunlighten Inc., Superior Sauna, and ThermaSol Steam Bath LLC.

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Key Market Trends Fueling Growth

The Sauna market in the US is thriving, driven by trends in wellness and self-care, tourism and hospitality, and personal healthcare. Companies like Harvia Plc, Health Mate Sauna, Heavenly Heat, Rocky Mountain Saunas, Salus Saunas, Superior Sauna, TyloHelo Group, and others lead the way in Sauna technology. Wellness seekers value Saunas for detox, stress relief, blood pressure control, and improved self-confidence. Saunas offer various experiences including Finnish and Turkishstyle, wood burning and electrically heated, infrared, and steam rooms. Spa services such as massage, facials, manicures, pedicures, body treatments, and aromatherapy complement Sauna use. Saunas are not just for spas anymore; they're found in homes, day spas, destination spas, medical spas, cruise ship spas, airport spas, mineral springs spas, and even luxury hotels. Trends include technology advancements like remote control systems, Bluetooth speakers, and LED lighting. Millennials, urbanization, lifestyle changes, working professionals, geriatric groups, and international tourists fuel the market's growth. Consumer sentiment towards wellness and luxury amenities remains strong. 

The home sauna market in the US is experiencing growth due to the rising trend of self-care and wellness. Convenience is a significant factor driving this demand, as home saunas eliminate the need for travel to external facilities, saving both time and money. Home saunas offer a personalized experience with the ability to customize preferences and needs. Various designs, sizes, and types are available, catering to diverse customer requirements. This market expansion allows individuals to enjoy the benefits of a sauna from the comfort of their homes. 

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Market Challenges

• The Sauna market in the US is experiencing significant growth due to increasing focus on wellness and self-care. This trend is benefiting players like Harvia Plc, Health Mate Sauna, Heavenly Heat, Rocky Mountain Saunas, Salus Saunas, Superior Sauna, TyloHelo Group, and others. Saunas, once considered a luxury, are now seen as essential for personal healthcare. Tourism and hospitality industries are also embracing saunas, with spas offering various sauna types such as Finnish and Turkishstyle, wood burning and electrically heated, infrared, and steam rooms. Saunas are no longer just about detox and relaxation but also include services like massage, facials, manicures, pedicures, body treatments, and bonding sessions. Upcoming trends include technology advancements like aromatherapy, body wraps, mud baths, and waxing. Saunas are also being used for medical purposes, targeting geriatric groups, working professionals, and millennials. The sauna market caters to various segments - day spas, destination spas, medical spas, cruise ship spas, airport spas, mineral springs spas, and luxury hotels. The hospitality market, including domestic and international tourists, is a significant consumer base. Urbanization and changing lifestyle have influenced spending patterns, making saunas an integral part of wellness offerings. Consumer sentiment towards personal healthcare and wellness is driving the market's growth. Saunas offer benefits like stress reduction, blood pressure control, weight reduction, improved self-esteem, and healthy skin.
• Establishing a sauna business in the US involves significant upfront investment. Traditional saunas can cost between USD6,000 and USD11,000, while infrared saunas range from USD4,400 to USD9,000 or more. These high initial costs present a challenge for entrepreneurs. Additionally, maintaining a sauna is not inexpensive. Regular service and upkeep for the sauna equipment can add up, with costs including cleaning, chemicals, and filter replacements for hot tubs. Overall, the combination of high initial investment and ongoing maintenance expenses makes operating a sauna business a substantial financial commitment.

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Segment Overview 

This sauna market in US report extensively covers market segmentation by

• End-user
• Hotel
• Gym
• Household
• Others
• Product Type
• Traditional
• Steam
• Infrared
• Geography
• North America
• Application
• Residential
• Commercial

1.1 Hotel- The US sauna market's hotel segment refers to providing sauna facilities in hotels and resorts. This segment includes luxury, boutique, budget hotels, and resorts. Guests seek sauna services for relaxation and rejuvenation, driving market growth. Wellness tourism demand is increasing, leading hotels to invest in saunas. Eco-friendly practices, like using natural products and reducing energy, are trending. Hotels offer sauna access to non-guests, contributing significantly to the market. This segment's largest market share will continue driving growth in the US sauna market.

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Research Analysis

The Sauna Market in the US is experiencing significant growth as more people prioritize wellness and self-care. This market caters to various sectors, including tourism and hospitality, where saunas are becoming a popular addition to spas and resorts. For those seeking a personal sauna experience at home, options range from Finnish saunas with traditional wood-burning stoves to electrically heated and infrared saunas. Sauna technology continues to evolve, offering advanced features such as chromotherapy and audio systems. Beyond the therapeutic benefits, saunas provide opportunities for bonding sessions, detox, and confidence boosting. In addition to saunas, the market includes steam rooms, massage, facials, manicures, pedicures, and body treatments. Upcoming trends include Turkish-style saunas and the integration of saunas with smart home technology. Overall, the sauna market offers a range of options for those seeking relaxation, rejuvenation, and improved health.

Market Research Overview

The Sauna Market in the US is experiencing significant growth as consumers prioritize wellness and self-care. This market caters to various segments including tourism and hospitality, home saunas, and personal healthcare. Saunas, a key component of this market, offer numerous benefits such as detoxification, stress relief, improved blood pressure, and weight reduction. Sauna technology continues to evolve with advancements in electrically heated, infrared, and wood burning saunas. Additionally, steam rooms and spa services like massage, facials, manicures, pedicures, body treatments, and aromatherapy add to the overall experience. Upcoming trends include the integration of technology for customizable temperatures, lighting, and music. Saunas are also being used for bonding sessions and meditation. Amenities like mud baths, body wraps, and waxing further enhance the sauna experience. The sauna market caters to diverse demographics including millennials, urban populations, working professionals, geriatric groups, and international tourists. It's integrated into various sectors such as day spas, destination spas, medical spas, cruise ship spas, airport spas, mineral springs spas, luxury hotels, and spa hotels. Global tourism and hospitality market, domestic and international, play a crucial role in the growth of the sauna market. Consumer sentiment towards wellness and self-care, coupled with the increasing popularity of wellness tourism, further fuels this growth.

Table of Contents:

1 Executive Summary
2 Market Landscape
3 Market Sizing
4 Historic Market Size
5 Five Forces Analysis
6 Market Segmentation

• End-user
• Hotel
• Gym
• Household
• Others
• Product Type
• Traditional
• Steam
• Infrared
• Geography
• North America
• Application
• Residential
• Commercial

7 Customer Landscape
8 Geographic Landscape
9 Drivers, Challenges, and Trends
10 Company Landscape
11 Company Analysis
12 Appendix

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SOURCE Technavio