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Estonia's Year of the Sauna: Why Home Saunas are the Ultimate Self-Care Investment

2023 is Estonia's Year of the Sauna, and for good reason. Saunas have been used for thousands of years for their therapeutic benefits and have recently gained popularity as a way to unwind and improve overall health. This year, the Estonian sauna industry is celebrating the sauna's status as a cultural heritage, and we're excited to share why home saunas are becoming the ultimate self-care investment.


Benefits of Home Saunas and Why Sauna Use is on the Rise in Europe

Owning an outdoor sauna has numerous benefits, including:

  1. Improved Health: Regular sauna use can lower blood pressure, reduce stress, and promote better sleep.

  2. Detoxification: Sweating in a sauna can help rid the body of toxins and improve skin health.

  3. Social Connection: Sauna use can also bring people together, creating an opportunity for socialising and bonding with family and friends.

  4. Increased Home Value: A well-built and well-maintained home sauna can increase the value of your property and make it more attractive to potential future buyers.



Popularity of Home Saunas in Europe

The popularity of home saunas has been on the rise in Europe in recent years, with many people investing in outdoor saunas for their homes for many of the reasons given above. In Finland, the birthplace of the sauna, pretty much every home has access to a sauna and they are seen as an essential part of everyday life rather than a luxury. In Estonia, sauna use is also deeply ingrained in the culture, with many households having a traditional smoke sauna in their garden.


In other parts of Europe however, the trend of outdoor home saunas is also gaining momentum. In the UK, for example, outdoor saunas are becoming more popular as people seek ways to improve their physical and mental health while enjoying the great outdoors. There has been a phenomenal growth in the number of outdoor saunas for public use on beaches and in parks across the country, encouraging people to experience outdoor sauna cabins for themselves, either communally or in private. This has in turn given more people a taste of the outdoor sauna experience and prompted increased enquiries for saunas for the home.


In fact statistics have shown that Europe has the fastest growing home sauna market in the world, despite being its birthplace! Though Finland, Estonia and other parts of the Nordics are saturated with saunas, western and southern Europe has shown huge appetite for more at home sauna bathing!


What's Driving the Growth of the Home Sauna Boom?

There are several factors influencing the growing demand for home saunas in Europe and beyond, including:

  1. Increased Awareness of the Health Benefits: With more research being conducted on the benefits of sauna use, people are becoming more aware of the positive impact it can have on their health.

  2. Shift Toward Wellness: As more people focus on their health and wellbeing, the demand for products that promote relaxation and self-care is increasing.

  3. Desire for Outdoor Living Spaces: With the pandemic shifting people's priorities toward outdoor living spaces, home saunas have become a popular addition to gardens and outdoor spaces.

  4. Wider Enjoyment of Sauna Culture: Scandi Noir and the Danish concept of Hygge are two recent trends from the Nordics that show no sign of slowing down and embracing sauna culture looks to be the latest to be embraced.

The Future of Wellness: How Home Saunas Will Continue to Shape the Industry

The Year of the Sauna is a celebration of the cultural significance and health benefits of sauna use. As more people prioritise their health and wellness, the popularity of home saunas is only expected to grow yet further.

Whether it's embracing home sauna use to improve athletic performance or wanting to get closer to friends and loved ones by hosting your own garden sauna sessions, it's not hard to see why everybody's talking about saunas right now!


Investing in a luxury outdoor sauna is a smart choice for those seeking relaxation, detoxification and social connection. As the sauna industry continues to innovate and evolve, we're excited to see what new trends emerge and how home saunas will continue to shape the future of wellness. What's more you can be sure Wildhut will be celebrating the Year of the Sauna all year long and beyond!

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