Sauna And Spa Market Analysis, Size, and Forecast 2025-2029: North America (US and Canada), Europe (France, Germany, Italy, and UK), APAC (China, India, Japan, and South Korea), and Rest of World (ROW)

Sauna And Spa Market Size 2025-2029

The sauna and spa market size is valued to increase USD 1.23 billion, at a CAGR of 5.4% from 2024 to 2029. Growth in tourism and hospitality industry will drive the sauna and spa market.

Major Market Trends & Insights

• Europe dominated the market and accounted for a 39% growth during the forecast period.
• By Application - Hotel segment was valued at USD 1.57 billion in 2023
• By Type - Entertainment segment accounted for the largest market revenue share in 2023

Market Size & Forecast

• Market Opportunities: USD 50.13 million
• Market Future Opportunities: USD 1232.10 million
• CAGR : 5.4%
• Europe: Largest market in 2023

Market Summary

• The market encompasses the production, distribution, and usage of saunas and spas, reflecting a continually evolving industry. Core technologies, such as far-infrared and steam saunas, and applications, including health and wellness and luxury experiences, drive market growth. Service types or product categories, including installation, maintenance, and upgrades, also contribute significantly. Regulations, particularly those related to safety and energy efficiency, pose challenges. Notably, the tourism and hospitality industry's expansion fuels demand for saunas and spas, with the global wellness tourism market projected to reach 639 billion U.S. dollars by 2022.
• Meanwhile, the increasing popularity of home saunas and spas presents opportunities. Despite these growth factors, high equipment and maintenance costs remain a significant challenge.

What will be the Size of the Sauna And Spa Market during the forecast period?

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How is the Sauna And Spa Market Segmented and what are the key trends of market segmentation?

The sauna and spa industry research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in "USD million" for the period 2025-2029, as well as historical data from 2019-2023 for the following segments.

• Application
  • Hotel
  • Gym and spas
  • Household
  • Others
• Type
  • Entertainment
  • Medical
• Product Type
  • Traditional Saunas
  • Infrared Saunas
  • Steam Rooms
  • Electric Saunas
• Geography
  • North America
    • US
    • Canada
  • Europe
    • France
    • Germany
    • Italy
    • UK
  • APAC
    • China
    • India
    • Japan
    • South Korea
  • Rest of World (ROW)

By Application Insights

The hotel segment is estimated to witness significant growth during the forecast period.

The market encompasses various components, including steam room generators, spa booking software, customer relationship management, water heating systems, massage techniques, spa water purification, water jet systems, sauna wood types, sauna heat regulation, spa design elements, hydrotherapy techniques, spa lighting design, skincare products, spa filtration methods, spa ventilation systems, spa ambiance creation, whirlpool maintenance, facial treatments, staff training programs, massage table ergonomics, salt therapy chambers, spa music systems, employee management systems, sauna temperature control, sauna room design, infrared sauna therapy, online booking platforms, inventory management, sauna heater efficiency, body wraps treatments, chemical balance control, spa air quality, spa marketing strategies, aromatherapy diffusion systems, and sauna safety features.

In 2024, the hotel segment of the market experienced a 17.3% increase in demand for sauna and spa facilities. This growth is attributed to the rising trend of wellness tourism, with travelers seeking accommodations that offer rejuvenating experiences. Additionally, the spa industry is projected to expand by 12.5% in the upcoming years, as consumers prioritize self-care and relaxation. Steam room generators and water heating systems are essential components of sauna and spa facilities, ensuring optimal temperature and humidity levels for a relaxing experience. Spa booking software and customer relationship management systems streamline the reservation process and enhance customer service. Water jet systems and hydrotherapy techniques offer various therapeutic benefits, while sauna wood types and design elements contribute to the overall ambiance.

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The Hotel segment was valued at USD 1.57 billion in 2019 and showed a gradual increase during the forecast period.

Massage techniques, facial treatments, and body wraps cater to guests' wellness needs, while staff training programs ensure high-quality services. Infrared sauna therapy and aromatherapy diffusion systems promote relaxation and stress relief. Employee management systems and online booking platforms optimize operational efficiency, while inventory management and chemical balance control maintain the quality of spa offerings. Spa marketing strategies, sauna safety features, and customer reviews management are crucial elements in attracting and retaining clients. Sauna temperature control, sauna room design, and spa ventilation systems ensure a comfortable and enjoyable experience for guests. Overall, the market continues to evolve, offering diverse services and solutions to cater to the growing demand for wellness experiences.

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Regional Analysis

Europe is estimated to contribute 39% to the growth of the global market during the forecast period. Technavio's analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period.

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The European market has experienced significant growth in recent years, fueled by the increasing emphasis on health and wellness. Consumment disposable income and a growing working population have contributed to this trend. Notable European countries offering popular spa services include Germany, France, the UK, and Italy. The hospitality industry is responding to this growing demand by investing in high-end spa and sauna facilities for tourists.

According to the latest market research, the number of spa visits in Europe reached over 150 million in 2020, with an estimated 10% annual increase. Furthermore, the European spa market is projected to reach €25 billion by 2025. These figures underscore the market's dynamic nature and the potential for continued growth.

Market Dynamics

Our researchers analyzed the data with 2024 as the base year, along with the key drivers, trends, and challenges. A holistic analysis of drivers will help companies refine their marketing strategies to gain a competitive advantage.

The market encompasses a diverse range of offerings, from traditional sauna rooms to advanced spa facilities. Key market trends revolve around optimizing sauna room temperature strategies for enhanced therapeutic benefits and customer comfort. Effective spa water purification techniques ensure hygiene and sanitation, while sauna heater maintenance and repair procedures maintain operational efficiency. In the realm of spa design, optimizing air quality and ventilation, enhancing customer experience, and implementing effective hygiene protocols are crucial. Sauna wood selection, such as cedar or hemlock, contributes to both longevity and aesthetics. Advanced hydrotherapy techniques, aromatherapy, and innovative massage therapy offer therapeutic benefits, while effective marketing and sales strategies attract and retain customers.

More than 70% of new spa developments focus on integrating advanced technologies and design elements to create a relaxing and therapeutic ambiance. Effective staff training and development programs are essential for delivering high-quality services and managing customer reviews for an enhanced online reputation. Spa profitability hinges on operational efficiency, inventory management, and customer relationship management systems. Innovative treatment development strategies and advanced massage therapy techniques further differentiate offerings. Spa equipment selection and procurement strategies ensure the right balance between cost and performance. Comparatively, the industrial application segment accounts for a significantly larger share of the market compared to residential applications. This trend is driven by the increasing popularity of corporate wellness programs and the growing recognition of the therapeutic benefits of saunas and spas in industrial settings.

To remain competitive in the sauna and spa market, businesses must focus on a holistic approach that integrates design, operations, staff development, and customer engagement. One critical area of focus is sauna room temperature optimization strategies, which involve maintaining precise heat levels to ensure user comfort while maximizing therapeutic benefits. Combined with efforts in optimizing spa air quality and ventilation, these strategies create a healthier and more enjoyable environment for clients. A core component of customer satisfaction lies in enhancing customer experience through spa design. Thoughtful layout, ambient lighting, and sensory elements contribute to a tranquil space. This is complemented by designing a relaxing and therapeutic spa ambiance, which relies on natural materials, calming color palettes, and sound management to foster a sense of peace and well-being.

Cleanliness is non-negotiable, making implementing effective spa hygiene and sanitation protocols essential. These not only protect client health but also build trust and brand credibility. Simultaneously, improving spa profitability through operational efficiency—through automation, scheduling optimization, and energy-saving technologies—ensures sustainability and growth.

What are the key market drivers leading to the rise in the adoption of Sauna And Spa Industry?

• The tourism and hospitality industry's growth serves as the primary catalyst for market expansion. 

• The market has experienced substantial growth in response to the burgeoning tourism and hospitality industry. Saunas and spas have emerged as sought-after attractions for tourists and travelers in search of relaxation and wellness experiences. The expansion of international travel has fueled the growth of the tourism sector, leading hotels, resorts, and other hospitality establishments to incorporate sauna and spa facilities to cater to the rising demand. For instance, Marriott International and Hyatt Hotels Corporation each operate over 400 and 200 properties worldwide offering spa facilities, respectively.
• Furthermore, the surge in wellness tourism has significantly contributed to the market's growth. The sauna and spa industry continues to evolve, with new trends and innovations emerging to meet the evolving needs of consumers. This market's growth can be attributed to the increasing awareness of health and wellness, the rise of experiential travel, and the ongoing digitization of the industry.

What are the market trends shaping the Sauna And Spa Industry?

• The growth in popularity of home saunas and spas represents an emerging market trend. Home saunas and spas are experiencing increasing demand among consumers.

• The global market for home saunas and spas is experiencing significant expansion, fueled by the increasing popularity of self-care and wellness trends. Home saunas and spas offer numerous advantages, including the convenience of accessing these services from the comfort of one's own home. This eliminates the need to travel to a spa or sauna facility, saving both time and money. Moreover, home saunas and spas provide more privacy and a personalized experience, allowing individuals to customize their sauna or spa experience according to their preferences and needs.
• The market offers a wide range of options, with various designs, sizes, and types available to cater to diverse customer demands. This ongoing trend reflects the evolving nature of the market, as more individuals prioritize self-care and wellness in their daily lives. The growth of home saunas and spas is contributing to the overall expansion of the global sauna and spa industry.

What challenges does the Sauna And Spa Industry face during its growth?

• The escalating costs of high equipment and maintenance represent a significant challenge to the industry's growth trajectory. 

• Sauna and spa facilities, renowned for relaxation and rejuvenation, necessitate substantial investments. A standard sauna room's expense hovers around several thousand dollars, while a hot tub or Jacuzzi can reach tens of thousands. These high entry barriers deter new entrepreneurs from entering the market. Moreover, maintenance costs for these facilities are considerable. For instance, hot tubs necessitate frequent cleaning, chemical treatments, and filter replacements, leading to substantial ongoing expenses. Energy consumption is another significant cost contributor, with saunas and spas requiring considerable power usage.
• Despite these challenges, the market for these facilities remains dynamic. Consumers' increasing focus on wellness and self-care fuels the continuous demand for sauna and spa services. Additionally, advancements in technology enable more energy-efficient and cost-effective solutions, offering potential cost savings for business owners.

Exclusive Customer Landscape

The sauna and spa market forecasting report includes the adoption lifecycle of the market, covering from the innovator's stage to the laggard's stage. It focuses on adoption rates in different regions based on penetration. Furthermore, the sauna and spa market report also includes key purchase criteria and drivers of price sensitivity to help companies evaluate and develop their market growth analysis strategies.

 Customer Landscape of Sauna And Spa Industry

Competitive Landscape & Market Insights

Companies are implementing various strategies, such as strategic alliances, sauna and spa market forecast, partnerships, mergers and acquisitions, geographical expansion, and product/service launches, to enhance their presence in the industry.

Anapos Steamworks Ltd. - This company specializes in providing a range of high-quality sauna and spa options, including Finnish Saunas, Herbal Saunas, and Bio Saunas. 

The industry research and growth report includes detailed analyses of the competitive landscape of the market and information about key companies, including:

• Anapos Steamworks Ltd.
• Crystal Leisure Swimming Pools Ltd.
• Dalesauna Ltd.
• Duravit AG
• EDJUSTA UAB
• Effegibi Srl
• Harvia Plc
• Inca UK Ltd.
• KLAFS GmbH
• Narvi Oy
• Physiotherm Holding GmbH
• Portcril
• QCA Spas Inc.
• Sanspa Industrial Guangzhou Co. Ltd.
• Sauna360 Group Oy
• SAWO Inc.
• Topline Pools and Wellness
• Wellis Magyarorszag Zrt
• Xuzhou Luxwarm Sauna Equipment Co. Ltd.

Qualitative and quantitative analysis of companies has been conducted to help clients understand the wider business environment as well as the strengths and weaknesses of key industry players. Data is qualitatively analyzed to categorize companies as pure play, category-focused, industry-focused, and diversified; it is quantitatively analyzed to categorize companies as dominant, leading, strong, tentative, and weak.

Recent Development and News in Sauna And Spa Market

• In January 2024, Finnish sauna manufacturer, Helo Group, announced the launch of its new product line, "Helo Eco," featuring energy-efficient saunas and steam baths, in response to increasing consumer demand for eco-friendly wellness solutions (Helo Group Press Release).
• In March 2024, KLAWS Wellness, a leading US-based spa and wellness company, entered into a strategic partnership with MindBody, a technology platform for the wellness industry, to enhance its digital booking and customer management systems, improving operational efficiency and customer experience (MindBody Press Release).
• In April 2025, the European Union approved new regulations mandating energy efficiency improvements for saunas and spas, with Helo Group and KLAWS Wellness among the first companies to comply, positioning them as industry leaders in sustainability (European Commission Press Release).
• In May 2025, Canadian spa and wellness chain, Scandinavian Spa Group, acquired a majority stake in Swedish sauna manufacturer, Herita AB, expanding its product offerings and strengthening its presence in the European market (Scandinavian Spa Group Press Release).

Dive into Technavio's robust research methodology, blending expert interviews, extensive data synthesis, and validated models for unparalleled Sauna And Spa Market insights. See full methodology.

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Research Analyst Overview

• The market is a dynamic and evolving industry, characterized by continuous innovation and adaptation to customer preferences. Steam room generators and water heating systems form the foundation of these establishments, providing the essential heat and relaxation experiences. Spa booking software and customer relationship management tools streamline operations, ensuring efficient scheduling and enhanced customer experiences. Spa design elements, such as water jet systems, sauna wood types, and hydrotherapy techniques, cater to diverse clientele, offering a range of rejuvenating experiences. Sauna heat regulation and sauna room design are crucial aspects, with infrared sauna therapy gaining popularity for its energy efficiency and targeted heating.
• Water purification systems and filtration methods maintain spa water quality, while ventilation systems and aromatherapy diffusion systems contribute to the overall ambiance creation. Skincare products, facial treatments, and body wraps cater to clients seeking enhanced wellness experiences. Employee management systems, staff training programs, and massage table ergonomics ensure a well-run business and satisfied employees. Spa marketing strategies employ online booking platforms and inventory management to attract and retain customers. Sauna safety features, spa air quality, and chemical balance control are essential considerations for maintaining a healthy and enjoyable environment. Whirlpool maintenance, spa lighting design, and employee morale are other critical factors contributing to the success of sauna and spa businesses.

What are the Key Data Covered in this Sauna And Spa Market Research and Growth Report?

• What is the expected growth of the Sauna And Spa Market between 2025 and 2029?

  • USD 1.23 billion, at a CAGR of 5.4%

• What segmentation does the market report cover?

  • The report segmented by Application (Hotel, Gym and spas, Household, and Others), Type (Entertainment and Medical), Geography (Europe, North America, APAC, South America, and Middle East and Africa), and Product Type (Traditional Saunas, Infrared Saunas, Steam Rooms, and Electric Saunas)

• Which regions are analyzed in the report?

  • Europe, North America, APAC, South America, and Middle East and Africa

• What are the key growth drivers and market challenges?

  • Growth in tourism and hospitality industry, High equipment and maintenance costs

• Who are the major players in the Sauna And Spa Market?

  • Key Companies Anapos Steamworks Ltd., Crystal Leisure Swimming Pools Ltd., Dalesauna Ltd., Duravit AG, EDJUSTA UAB, Effegibi Srl, Harvia Plc, Inca UK Ltd., KLAFS GmbH, Narvi Oy, Physiotherm Holding GmbH, Portcril, QCA Spas Inc., Sanspa Industrial Guangzhou Co. Ltd., Sauna360 Group Oy, SAWO Inc., Topline Pools and Wellness, Wellis Magyarorszag Zrt, and Xuzhou Luxwarm Sauna Equipment Co. Ltd.

Market Research Insights

• The market encompasses a range of offerings, including skin rejuvenation treatments, sauna detoxification, and relaxation techniques. According to industry estimates, the global spa industry generated over USD 123 billion in revenue in 2020, with sauna facilities accounting for a significant portion. In contrast, the sauna equipment maintenance segment is projected to grow at a steady pace, driven by the increasing demand for energy-efficient saunas and sustainable spa practices. Effective customer experience management, thermal regulation, and hygiene protocols are crucial for spa profitability.
• Digital marketing campaigns and social media marketing play a vital role in attracting and retaining customers. Spa exterior design and wellness programs are also essential components of a successful business. Water sanitation standards, air circulation systems, and staff wellness initiatives are key considerations for maintaining a healthy and safe environment. The integration of marketing automation tools, aromatherapy benefits, and hydrotherapy further enhances the overall spa experience.

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