Issue 105 | Saunas
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The Wellness Upgrade Pool Builders Should be Considering
Pool builders who have not yet considered adding saunas to their service portfolio may be overlooking a rapidly expanding opportunity.
Interest in the traditional Finnish sauna experience has surged across the United States, fueled by growing consumer awareness of the health and wellness benefits associated with regular sauna use.
Research has linked consistent sauna use to improved cardiovascular health, enhanced athletic recovery and endurance, strengthened immune function, and even potential reductions in the risks of Alzheimer’s disease and dementia.
According to Alan Jalasjaa, saunas offer much more than health benefits – they’re deeply rooted in Nordic culture, where people have used them for thousands of years.
The Finns understood their value long before modern science confirmed it. Sauna sessions deliver immediate, tangible effects by releasing dopamine and beta-endorphins, improving mood, energy, pain tolerance, and sleep. many users also report reduced stress and a stronger sense of well-being afterward.
Outdoor saunas add another layer of enjoyment through nature, cold plunging between sessions and the the social traditions that naturally form around the experience.
Alan Jalasjaa is the Canadian representative of Sauna From Finland, and the host of the podcast Kivia: The Spirit of Sauna.
According to Technavio, the U.S. sauna market is expected to grow by $151.3 million between 2025 and 2029, representing a compound annual growth rate (CAGR) of 6.4%.
Much of this growth is driven by the increasing demand for home-based wellness amenities. As homeowners prioritize convenience and personalized self-care, residential sauna installations have become an attractive upgrade. Home saunas provide immediate access to heat therapy without the need to travel to public facilities and deliver a private, customizable experience, allowing users to tailor temperature and duration to their individual preferences.
For pool builders, this trend creates a significant opportunity to evolve beyond traditional pool and spa construction and offer fully integrated, wellness-focused outdoor environments. Many builders are already designing backyard retreats centered on relaxation, recovery, and holistic well-being. By incorporating features such as custom saunas into new pool projects, builders can transform a backyard into a complete wellness sanctuary, delivering an elevated experience and meeting the growing demand for health-oriented outdoor living spaces.
Additionally, integrating saunas into outdoor projects can help pool builders differentiate their offerings, increase project value, and meet homeowner expectations for sophisticated, health-focused outdoor environments.
Are you already installing saunas as part of your pool business? We’d love to talk to you! Please reach out to Christine Snelgrove at csnelgrove@pkdata.net
For more info on available data options, please contact us here.
