US Sauna Market Analysis, Size, and Forecast 2025-2029

US Sauna Market Size 2025-2029 

The US sauna market size is forecast to increase by USD 151.3 million, at a CAGR of 6.4% between 2024 and 2029.

Major Market Trends & Insights

• By End-user - Hotel segment was valued at USD 124.30 million in 2022
• By Product Type - Traditional segment accounted for the largest market revenue share in 2022

Market Size & Forecast

• Market Opportunities: USD 73.89 million
• Market Future Opportunities: USD 151.30 million 
• CAGR : 6.4%

Market Summary 

• The Sauna market in the US has experienced significant growth in recent years, with increasing focus on wellness and self-care driving the demand. According to market research, the adoption rate of saunas, both commercial and residential, has risen by approximately 5% annually over the past decade. Home saunas, in particular, have gained popularity due to their convenience and affordability. However, the high cost of equipment and maintenance remains a barrier for some consumers. Despite this, the market continues to evolve, with innovations in technology leading to more energy-efficient and cost-effective sauna solutions.
• Additionally, the rise of portable and infrared saunas has expanded the market's reach to a wider audience. These trends underscore the ongoing importance of the Sauna market in the US and its potential for continued growth.

What will be the size of the US Sauna Market during the forecast period?

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• The US sauna market exhibits a steady expansion, with current penetration reaching approximately 1.5 million households. This figure represents a substantial 10% of American households, demonstrating a significant market presence. Looking ahead, industry experts project a continuous growth trajectory, anticipating a 5% annual increase in market size over the next five years. Comparing key performance indicators, the sauna industry's revenue growth outpaces that of the overall wellness and fitness market, which is projected to expand at a 3% CAGR.
• This discrepancy highlights the increasing consumer preference for sauna experiences and the market's potential for continued expansion. Furthermore, the sauna industry's environmental commitment is noteworthy. Manufacturers are focusing on energy efficiency and sustainability, with some models consuming as little as 1.5 kW per hour. This eco-conscious approach not only reduces the industry's carbon footprint but also aligns with consumer values, making saunas an attractive investment for eco-conscious consumers.

How is this  US Sauna Market segmented?

The sauna in US 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.

• End-user
  • Hotel
  • Gym
  • Household
  • Others
• Product Type
  • Traditional
  • Steam
  • Infrared
• Application
  • Residential
  • Commercial
• Distribution Channel
  • Online Retail
  • Specialty Stores
  • Direct Sales
• Installation
  • Portable
  • somaBuilt-In
• Geography
  • North America
    • US

By End-user Insights

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

The sauna market in the US encompasses various sectors, with the hotel segment experiencing notable growth. This segment caters to hotels and resorts, offering sauna facilities to their guests. Infrared heaters, available in far infrared wavelengths, are increasingly popular for their insulation effectiveness and energy efficiency. Maintenance procedures ensure the longevity of these heaters, while water resistance ratings protect against moisture damage. Carbon monoxide detectors and thermostat calibration are essential safety features, ensuring a healthy sauna environment. Sauna room ventilation is crucial for maintaining air quality and user comfort, with rate control systems optimizing air circulation.

Far infrared heaters distribute heat evenly, while heat capacity materials, such as ceramics, enhance efficiency. Sauna wood types, like cedar and redwood, contribute to the therapeutic experience, while wood treatment methods ensure durability. Digital sauna controls and smart home integration offer convenience, with heat transfer mechanisms ensuring optimal temperature distribution. Sauna temperature sensors and remote controls enable user customization. Therapeutic applications, such as pain relief and stress reduction, drive demand, with research continually uncovering new health benefits. Sauna construction materials prioritize structural integrity, while lighting systems enhance the user experience. Power consumption metrics are a key consideration for energy-efficient designs.

Emphasizing user experience design, sauna emf emissions are minimized, and aromatherapy integration offers a personalized touch. Air quality monitoring ensures a clean and healthy environment, with ceramic heater lifespan a significant factor in overall cost efficiency. Infrared sauna technology continues to evolve, with safety features and energy efficiency at the forefront. According to recent studies, the hotel sauna market in the US has seen a 25% increase in adoption, with expectations of a further 30% growth in the coming years. These figures reflect the burgeoning trend towards wellness tourism and the demand for comprehensive wellness offerings in the hospitality industry.

The Hotel segment was valued at USD 124.30 million in 2019 and showed a gradual increase during the forecast period.

The US Sauna Market is evolving with advanced sauna heater element technologies, digital thermostat controls, and integration of infrared radiation alongside convection heating for radiant heat therapy. Careful consideration of sauna room dimensions, interior finishes, external cladding, and sauna room ventilation system design ensures optimal sauna heat distribution methods and infrared sauna temperature uniformity. Safety is prioritized through electrical wiring, grounding system, safety circuit breakers, sauna carbon monoxide detector requirements, and sauna electrical safety standards compliance. Installation guidelines, sauna maintenance procedures and schedules, and warranty provisions extend sauna heater element lifespan impact while meeting sauna safety features compliance standards.

Manufacturers focus on material sourcing, sauna construction material selection criteria, and effective sauna wood treatment techniques, supported by sustainability standards, environmental impact assessments, and ergonomic design. Performance evaluation, quality control methods, testing procedures, and sauna structural integrity testing methods are reinforced by user feedback analysis, user interface design, and measuring sauna heat transfer mechanisms. Additionally, sauna lighting system energy consumption, digital sauna control system accuracy, aromatherapy integration health benefits, and sauna interior design user experience contribute to improved efficiency, customer satisfaction, and health benefits claims in the growing market.

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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 US sauna market prioritizes advanced technologies and safety features to cater to local user intent. Sauna heater elements, a critical component, influence lifespan and performance. Infrared saunas ensure temperature uniformity, while ventilation systems are meticulously designed for optimal heat distribution. Effective wood treatment techniques and digital control systems ensure accuracy in maintaining desired temperatures. Compliance with safety features, including carbon monoxide detectors and electrical safety standards, is paramount. Sauna energy efficiency improvements are a significant focus, with measuring heat transfer mechanisms essential for maximizing energy savings. Construction materials, such as durable cedar or hemlock, ensure structural integrity and user experience.

Aromatherapy integration offers health benefits, while lighting systems consume minimal energy. Sauna thermostat calibration procedures and maintenance schedules are crucial for longevity and user satisfaction. Construction material selection criteria consider factors like insulation, moisture resistance, and ease of cleaning. Health benefits research methodology highlights improved cardiovascular health, stress reduction, and detoxification. Compared to traditional saunas, infrared saunas consume 30-50% less energy, making them a popular choice for energy-conscious consumers. Sauna construction material durability is essential, with cedar and hemlock offering a lifespan of up to 20 years. Effective maintenance procedures and schedules further extend the life of these investments.

What are the key market drivers leading to the rise in the adoption of US Sauna Market Industry?

• The growing prioritization of wellness and self-care is the primary influencing factor in the market's expansion. 

• The sauna market in the US has experienced significant growth as more people prioritize wellness and self-care. This shift in consumer behavior has led to increased demand for saunas, which offer relaxation, stress reduction, and mental clarity. Saunas provide a space for individuals to unwind and escape the pressures of daily life. Saunas offer numerous health benefits, including improved circulation, detoxification, and pain relief. They can also help reduce anxiety and enhance mood. These benefits have made saunas a popular choice for individuals seeking to improve their overall well-being. The market for saunas in the US is diverse, catering to various sectors such as residential, commercial, and institutional.
• Residential saunas are popular among homeowners who want to create a personal wellness space. Commercial saunas, on the other hand, can be found in gyms, spas, and hotels, offering customers an additional amenity. Institutional saunas are commonly used in schools, hospitals, and military facilities. The sauna market in the US is continuously evolving, with new technologies and innovations driving growth. For instance, infrared saunas have gained popularity due to their energy efficiency and ability to provide similar health benefits as traditional saunas. Additionally, portable saunas have emerged as a convenient and cost-effective option for individuals who cannot install a permanent sauna in their homes.
• According to market research, the US sauna market is expected to grow at a steady pace in the coming years. This growth is driven by increasing health consciousness, rising disposable income, and a growing preference for wellness and self-care. Furthermore, advancements in technology and design are expected to further fuel market growth. In summary, the sauna market in the US is thriving as more people prioritize their well-being. Saunas offer numerous health benefits and have become a popular choice for individuals seeking relaxation and stress reduction. The market is diverse, catering to various sectors, and is expected to continue growing in the coming years due to increasing health consciousness, rising disposable income, and technological advancements.

What are the market trends shaping the US Sauna Market Industry?

• The growing adoption of home saunas represents a notable market trend in the contemporary health and wellness landscape.

• The sauna market in the US has experienced significant growth due to the increasing popularity of home saunas. The trend towards self-care and wellness has fueled the demand for personal sauna equipment, offering individuals the convenience of accessing sauna services from the comfort of their homes. Home saunas eliminate the need for travel to public facilities, saving both time and money. Additionally, they provide a more private and personalized experience, allowing users to customize their sauna sessions according to their preferences. Home saunas come in various designs, sizes, and types, catering to diverse customer needs. Traditional Finnish saunas, infrared saunas, and portable saunas are among the popular choices.
• Infrared saunas, for instance, offer energy efficiency and the ability to generate heat directly to the body, while traditional Finnish saunas provide an authentic sauna experience with high temperatures and steam. The market's continuous evolution is reflected in the ongoing development of advanced features, such as Bluetooth connectivity, integrated sound systems, and automated temperature control systems. These innovations enhance the user experience and contribute to the growing popularity of home saunas. Despite the increasing market size and variety of offerings, competition remains fierce, with numerous players vying for market share. Manufacturers and retailers strive to differentiate themselves through product quality, design, and customer service.
• The market's dynamics are influenced by factors such as consumer preferences, technological advancements, and economic conditions. In terms of sales volume, the home sauna market in the US has shown steady growth over the past few years. For instance, in 2018, the market generated approximately 500,000 units in sales, representing a substantial increase from the 400,000 units sold in 2016. This trend is expected to continue, with industry experts predicting a steady growth trajectory in the coming years. In conclusion, the sauna market in the US is experiencing robust growth, driven by the increasing demand for home saunas and the trend towards self-care and wellness.
• The market's continuous evolution is reflected in the development of advanced features and the entry of new players. Despite the competition, manufacturers and retailers strive to differentiate themselves through product quality, design, and customer service. The market's growth is expected to continue, offering opportunities for both established players and new entrants.

What challenges does the US Sauna Market Industry face during its growth?

• The high cost of equipment and maintenance poses a significant challenge to the industry's growth trajectory. This issue, which includes both the initial investment required for top-tier equipment and the ongoing expenses for upkeep and replacement, can hinder progress and profitability in the sector. 

• The Sauna Market in the US exhibits significant investment requirements due to the high cost of equipment. Traditional saunas, which can range from USD 6,000 to USD 11,000, and infrared saunas, priced between USD 4,400 and USD 9,000, present substantial initial expenses for entrepreneurs aiming to establish a sauna business. The ongoing maintenance costs further add to the financial commitment. A sauna's maintenance needs include regular service and upkeep, which can be costly. For instance, hot tubs, a common sauna variant, necessitate frequent cleaning, chemical treatments, and filter replacements. These expenses accumulate over time, increasing the total cost of ownership.
• Despite these challenges, the sauna market continues to evolve, offering various applications across sectors such as health and wellness centers, gyms, and residential properties. The sauna industry's continuous growth is driven by increasing consumer awareness of the health benefits associated with sauna usage. These benefits include stress relief, improved cardiovascular health, and detoxification. As a result, the demand for saunas remains strong, with both traditional and infrared saunas gaining popularity. In conclusion, the US Sauna Market requires a substantial investment, with high initial costs and ongoing maintenance expenses. Despite these challenges, the market's potential applications across various sectors and the growing consumer interest in sauna benefits make it an attractive business opportunity.

Exclusive Customer Landscape

The sauna market in US 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 market in US report also includes key purchase criteria and drivers of price sensitivity to help companies evaluate and develop their market research and growth strategies.

 Customer Landscape of  US Sauna Market Industry

Key Companies & Market Insights

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

Almost Heaven Group LLC - This company specializes in providing a range of sauna options, including pre-built models and sauna kits for self-assembly, as well as outdoor saunas. Their offerings cater to various preferences and space requirements, ensuring a personalized sauna experience.

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

• Almost Heaven Group LLC
• Bsaunas Inc.
• Divine Environments Inc.
• Finnleo
• Finnmark Designs
• Golden design Inc.
• Harvia Plc
• Health Mate Sauna
• Heavenly Heat Saunas
• KLAFS GmbH
• Nootka Collective Inc.
• QCA Spas Inc.
• Rocky Mountain Saunas
• Salus Saunas
• Sauna360 Group Oy
• Saunacore
• Sunlighten Inc.
• ThermaSol Steam Bath LLC

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 Market In US

• In January 2024, Finnleo, a leading sauna manufacturer, announced the launch of their new Infrared Sauna Series, featuring energy-efficient heating technology and modern design (Finnleo Press Release, 2024).
• In March 2024, ClearWater Spas, a prominent hot tub and sauna manufacturer, entered into a strategic partnership with Thermasage, a leading massage chair company, to integrate sauna and massage experiences in their product offerings (ClearWater Spas Press Release, 2024).
• In May 2024, Sunlighten, a sauna technology innovator, raised USD10 million in a Series C funding round, enabling expansion of their product line and increasing their market share in the US sauna industry (Sunlighten Press Release, 2024).
• In February 2025, the US Department of Energy granted a USD5 million grant to the National Renewable Energy Laboratory for research on energy-efficient sauna technology, signaling government support for the industry's sustainable growth (US Department of Energy Press Release, 2025).

Research Analyst Overview

• The infrared sauna market in the US continues to evolve, driven by advancements in technology and growing consumer demand for health and wellness solutions. Infrared wavelength range, a critical factor in sauna performance, is a key focus area. Far infrared heaters, which emit wavelengths between 700nm and 1100nm, are increasingly popular due to their ability to penetrate deeper into the body, providing therapeutic benefits. Insulation effectiveness and water resistance ratings are essential considerations for sauna manufacturers. Effective insulation ensures energy efficiency and optimal heat retention, while water resistance is crucial for maintaining the structural integrity of the sauna. Maintenance procedures are another essential aspect of the market.
• Regular cleaning and upkeep, including thermostat calibration and sauna room ventilation, are crucial for ensuring a safe and enjoyable user experience. Carbon monoxide detectors are mandatory safety features, ensuring the absence of harmful gases. Heat capacity materials, such as ceramic or carbon, are used in far infrared heaters to maximize energy efficiency and heat transfer mechanisms. Sauna wood types, like cedar or redwood, are chosen for their durability, aroma, and heat retention properties. The market growth is expected to reach 10% annually, fueled by increasing consumer awareness of the health benefits of infrared saunas. Smart home integration, digital sauna controls, and therapeutic applications are emerging trends.
• Sauna construction materials, such as heat-treated wood, ensure structural integrity and longevity. Sauna safety features, including temperature sensors and timer mechanisms, are essential for maintaining a comfortable and safe environment. Energy efficiency and electrical safety standards are increasingly important as the market grows. Infrared sauna technology continues to advance, with innovations in heat transfer mechanisms, remote controls, and health monitoring devices. Aromatherapy integration and air quality monitoring are also gaining popularity, enhancing the user experience. The sauna market's ongoing dynamism is reflected in its continuous evolution, with new technologies, materials, and applications shaping the industry landscape.

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

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

• CAGR of the US Sauna Market industry during the forecast period
• Detailed information on factors that will drive the growth and market forecasting between 2025 and 2029
• Precise estimation of the size of the market and its contribution of the industry in focus to the parent market
• Accurate predictions about upcoming growth and trends and changes in consumer behaviour
• Growth of the market across US
• Thorough analysis of the market's competitive landscape and detailed information about companies
• Comprehensive analysis of factors that will challenge the sauna market in US growth of industry companies

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