What’s different about sauna in Finland?

The Finnish Blueprint
- Sauna is integrated into Finnish lifestyle and architecture
- Homes are built around saunas, not vice versa
- Lakeshores are valued for sauna placement
- Planning and vision are essential elements

Keys to Adoption
- Quality of experience directly impacts adoption rates
- Well-placed, thoughtfully designed saunas are more enjoyable
- Contrast therapy (hot sauna + cold water) is the game-changer

America's First Sauna Wave
- 1980s-90s saw health clubs embracing saunas
- Suffered from fundamental flaws:
  - Undersized stoves
  - No ability to create steam
  - Poor airflow systems

The Current Opportunity
- Aging facilities need replacement
- Chance to introduce high-quality, authentic experiences
- Focus on proper "löyly" (soft steam) to prevent excessive dryness

Path Forward
- Education on proper construction and stove selection
- Incorporation of contrast therapy with cold water
- Creating sustainable, quality sauna experiences across the United States

The Vision
Combining better functioning saunas with cold therapy will sustain and enhance the current wave of sauna popularity in America.​​​​​​​​​​​​​​​​