FEATURE BY KEITH RAISANEN SAUNAS: IT’S ALL ABOUT WELLNESS A GROWTH CATEGORY EVEN DURING CHALLENGING TIMES wellness—and this is driving the strong interest, even during tough recessionary times. However, the increased interest all raises questions, such as where did saunas come from, where is sauna design and the industry today and where is the product category heading? Design changes have been dramatic in recent years making for an exciting time in the industry. EVOLUTION OF SAUNA DESIGN The most ancient saunas were simple, underground earthen rooms with hot rocks heated by woodburning fires. Underground saunas were replaced by smoke saunas (savu saunas in Finnish), simple log structures with massive amounts of rocks heated with a chimney-free wood-burning fire. Smoke saunas evolved into wood-burning saunas, similar to those seen today at cottages throughout North America and Europe (e.g. freestanding outdoor saunas with modern chimneys and wood-burning stoves). Recent design changes include improved efficiency and aesthetic changes, such as glass windows in firebox doors, which gives the sauna a fireplace effect. Indoor sauna design has several emerging trends. Long relegated to a corner of the basement, modern saunas are much more upscale and often moved upstairs into a bathroom suite or home workout area. TRADITIONAL VS. INFRARED SAUNAS While the trend to more upscale design is evident, it must also be noted there is a simultaneous movement toward simple, portable, lower-priced saunas. The IR sauna category typically comes in at a lower price point (though IR saunas can also be fully loaded with upgrades), but simple plug-in traditional saunas are also gaining popularity. Under the general category of ‘heat bathing,’ there are multiple sauna types: Traditional Finnish sauna A wood-lined room, typically with two bench levels, heated by a wood-burning stove or electric heater containing a mass of stones. This type is most often thought of when using the word ‘sauna.’ The typical temperature range for these systems is 65 to 82 C (149 to 180 F), but can be set lower or higher depending on how much steam the Adding accessories, such as CD/DVD players, flat-screen monitors and marine-grade speakers, is a popular sauna trend. Photos courtesy Saunatec Inc. I nterest in saunas, at both the trade and consumer level, is as high as it has ever been. Although saunas have been around for thousands of years, in some circles, they are considered a new fad. So what is creating this newfound buzz? The recent increase in interest can be attributed to many factors, including improved designs and materials, increased popularity of infrared (IR) saunas and higher awareness of health benefits. Today’s consumers associate saunas with 18 ■ Pool & Spa Marketing ■ January 2010 PSM_JAN10.indd 18 12/30/09 8:37:22 AM