The Rise of Sauna Culture in the UK: A New Era of Social Connection and Wellbeing

A New Trend Takes Hold: Sauna Bathing in London and Beyond

While winter may bring a biting chill, the dozen men and women crammed into a small sauna room in east London are undeterred, sweating happily in their swimwear. The temperature inside hovers around 194 degrees Fahrenheit, and it’s about to climb even higher. Ice blocks infused with lavender oil melt over sizzling hot stones, releasing fragrant steam. Oliver Beryl, the “sauna master,” sets the mood with ambient music and waves a towel to circulate the scorching heat. He encourages participants to sit back-to-back or maintain eye contact with someone nearby, creating an intimate and bonding experience.
Sauna bathing has exploded in popularity across London and the UK, particularly among trendy 20- and 30-somethings seeking a healthier alternative to nights out in pubs. This ancient practice, rooted in cultures worldwide—from Scandinavian saunas to Native American sweat lodges—has evolved into a modern social phenomenon, blending relaxation, therapy, and community.

Community and Connection: The Core of Modern Sauna Culture

Today’s saunas are not just about sitting in a heated box; they emphasize community and “connectedness.” Innovative offerings like DJ-hosted sauna nights, poetry workshops, and “aufguss” rituals (intense heat therapy sessions combining music, scent, and steam) are drawing crowds. Many venues also feature open-air ice baths, allowing participants to alternate between extreme heat and cold for a thrilling and rejuvenating experience.
For Jess Carmichael, her first “aufguss” experience at Community Sauna Baths in Stratford was exhilarating, likening it to the rush of running into the freezing sea. “It’s a 15-minute detachment from normal life,” she said, highlighting the sense of shared experience and warmth that saunas provide. This communal aspect is a key part of the appeal, as people seek ways to connect in an increasingly isolated world.

From Parking Lots to Pop-Up Spas: The Growth of UK Saunas

The rise of sauna culture in the UK is a recent phenomenon. In 2022, Charlie Duckworth and fellow sauna enthusiasts launched Community Sauna Baths in a disused parking lot in Hackney, installing two small saunas, one even in a horse box. The not-for-profit social enterprise quickly gained popularity, expanding to four sites across London with two more on the way.
Duckworth attributes the success of saunas to their role as spaces for communion, much like pubs or churches. “Sauna lowers inhibitions and gives you a feeling of mild euphoria,” he said, comparing it to the social effects of drinking. This unique combination of relaxation and social bonding has made saunas a go-to spot for those seeking connection and mental wellbeing.

Creativity and Innovation: Reinventing the Sauna Experience

One advantage of the UK’s fledgling sauna culture is its ability to innovate. Unlike traditional sauna practices steeped in custom, UK-based providers are “having a bit more fun with it” by introducing creative twists. At Peckham Sauna Social in south London, weekends feature ambient sauna nights with DJs and non-alcoholic cocktails.
Their “creative writing sauna” is particularly popular, where participants listen to poetry readings, then write and share their thoughts in a post-sauna workshop. Writer Caroline Druitt, who leads the sessions, finds that the relaxed and intimate sauna environment encourages openness and creativity. “I know that many of my best ideas have come out of the bath,” she said, highlighting the unique inspiration found in these shared moments.

Health and Wellbeing: The Science Behind the Heat

Beyond socializing and relaxation, saunas are also praised for their health benefits. Regular sauna use has been linked to reduced stress, improved heart health, and better sleep. Some studies even suggest that frequent sauna visits may lower the risk of psychosis in middle-aged men. Gabrielle Reason of the British Sauna Society emphasizes that consistent sauna practice, like regular gym routines, is key to experiencing these benefits.
For Callum Heinrich, a twice-weekly sauna-goer, the mental health benefits are profound. “It resets your brain in a really lovely way,” he said, describing the euphoric feeling of emerging from a steaming sauna and plunging into an ice bath. While precautions are necessary for those with certain health conditions, many converts swear by the sauna and cold plunge combination for its mood-boosting effects.

The Future of Sauna Culture: A Modern Take on an Ancient Tradition

As the number of public sauna sites across the UK grows—from 45 in 2023 to 147 this year—the trend shows no signs of slowing down. With its blend of community, creativity, and health benefits, sauna culture offers something unique in a fast-paced, often isolating world. Unlike traditional saunas tied to cultural norms, the UK’s approach is playful and adaptive, making it accessible to a diverse audience.
Whether it’s the thrill of an “aufguss” ritual, the inspiration of a poetry workshop, or the simple joy of shared heat, saunas are proving to be more than just a novelty—they’re a space for connection, relaxation, and renewal. As this trend continues to evolve, it’s clear that sauna culture is here to stay, offering a modern take on an ancient tradition.