Could saunas become the ‘new pub’ when it comes to socialising?
Could Saunas Become the ‘New Pub’ for Socialising?
The surge in sauna popularity across the UK, including Wales, has sparked discussions about their potential as modern social spaces. With over 600 public saunas now available, many are situated in serene environments like beaches and lakes. Advocates argue that these heated wellness spaces offer more than just relaxation—they may soon rival traditional pubs as communal gathering spots.
The Rise of Sauna Culture
The British Sauna Society (BSS) highlights this growth, reporting nearly 640 saunas on its platform—up from 540 at the start of the year. A recent analysis suggests the UK could surpass other European nations in sauna adoption by 2033. Gabrielle Reason, director of the BSS, noted:
“The ongoing expansion hints that the peak of this trend has not arrived. It might just be the beginning.”
Personal Journeys into Sauna Therapy
Kathryn Donavan, 40, opened Môr A Sawna near Jackson’s Bay in June 2024 after battling premenstrual dysphoric disorder and endometriosis. Her health declined post-surgery, leaving her bedridden with severe pain and flu-like symptoms. Seeking relief, she began using saunas, eventually establishing her own outdoor facility. “I’ve noticed a significant improvement in my symptoms,” she shared. Donavan explained that her sauna attracts regular visitors seeking respite from isolation, with many reporting better sleep and mobility.
William Jenkins, a former tech professional, similarly found solace in saunas after years of stress. After a mental breakdown, he explored the practice while traveling, visiting 70 saunas across 14 countries. Returning to Wales, he founded Hikitalo Sauna in Porthcawl. “Saunas are the modern pub,” Jenkins said.
“They provide a relaxed setting for connection without the aftereffects of alcohol. It’s a space for belonging and unwinding.”
He emphasized the culture’s role in fostering social bonds, noting the absence of hierarchies in sauna settings.
Science and Safety
While saunas are praised for their wellness benefits, experts caution against overestimating their impact. Dr Geoff Combs, a lecturer in sport and exercise science at Bangor University, stressed that health gains depend on combining sauna use with other habits.
“If someone claims saunas improve mental health, that’s positive—but they should also ensure proper hydration and start gradually. Overheating can happen quickly.”
Combs recommended listening to one’s body and researching from reliable sources. “Begin with short sessions, take breaks, and stay informed,” he advised, underscoring the need for scientific validation before embracing the trend fully.