A home sauna is rapidly becoming the must-have addition in American homes. That might sound surprising at a time when respected US news sources like CNN and CBS say one in six Americans are worried about the economy. But it has been driven by the availability of affordable saunas in kit form, combined with health and wellness becoming a higher priority for American families.
Sauna kits bring saunas within financial reach
The advent of prebuilt sauna kits has slashed the overall cost of having a home sauna installed. With millions of middle-class families now in the market, the diversity of sauna options available at TheSaunaPlace has increased exponentially. This has seen the company catapult into the inc500.
When compared with the expense associated with designing and installing a sauna from scratch, it is obvious to see why. What was once a project that cost at least $50,000 can now be achieved for less than $10,000. The sauna kits themselves can cost as little as $3,000 for a personal sauna that seats two people, but even larger ones for six occupants come in at $10,000 to $15,000. Suddenly, having a sauna at home has been transformed from something attainable only by the most wealthy to an investment that costs no more than a 10-year-old Toyota.
Americans are investing in wellness
Even if these kits had been available 20 years ago, it is unlikely that sauna popularity would have taken off as it has today. In fact, most families would have preferred to spend the money on the 10-year-old Toyota. But attitudes are changing across the USA. Survey data from McKinsey and Co reveals that the number of Americans focusing on wellness is steadily climbing. Last year, more than 50 per cent of Americans surveyed said wellness is “a day-to-day priority” – that’s up from 42 per cent two years earlier.
Part of that is doubtless a consequence of the extraordinary events of 2020 and 2021. But it runs deeper. Millennials and Gen-Z have a very different outlook to previous generations. Those who grew up in the post-war years prioritized acquisitions as their main life goals. Younger generations are more likely to have grown up with everything they need, so they place less value on acquiring money or tangible goods. They prioritize experiences and enjoyment, of which health and wellness form a basis.
Home saunas satisfy modern American needs
In 2020, there were about 1.5 million US web searches related to saunas. In the four years since it has risen year on year. In 2023 it was up to 2.8 million, and current projections from the market researchers at Marie.ai are that in 2024 it will be about four million.
The craze for saunas has been brought about by the above two factors creating a perfect storm. Time spent in the sauna provides an opportunity for relaxation and reflection, which is very much in line with millennial aspirations. It also has specific health and wellness benefits, including easing muscle tension and even helping to burn off calories.
The notion of being able to do something that is both relaxing and beneficial to health extends the appeal to older generations, too. The availability of prebuilt sauna kits means that it can all be done without the cost and inconvenience of joining a gym or health spa.
Sauna culture is spreading across America
Traditionally, saunas have mostly been the preserve of the colder northern states like Wisconsin and Minnesota. Here, a large demographic with Scandinavian roots combines with a similarly Scandinavian-style climate and landscape. Log cabins in the mountain forests with saunas have always had a degree of popularity.
But today, sauna culture is becoming a trend across the continental United States, from young professionals in the California suburbs to retired couples in the Florida Keys. And as the options for home saunas continue to grow and Americans place ever-increasing emphasis on wellness, that culture will continue to expand.
