The Heat Is On: Why Home Saunas Are Booming Post-Pandemic

In the wake of COVID-19, a new movement has taken hold across North America: the rise of home saunas. Once reserved for luxury spas or high-end gyms, saunas are now making their way into basements, backyards, and even bathrooms. But this isn’t about indulgence - it’s part of a larger shift in how homeowners think about health, comfort, and self-care.

Sauna’s COVID-Era Rise

Let’s be honest -COVID changed all of us. Overnight, the world shut down. Gyms closed, spas were off-limits, and stress skyrocketed. The comforting routines we took for granted were suddenly out of reach. For many, the home became more than just a place to live - it became the only place to work, exercise, relax, and heal.

In that environment, it’s no surprise that people started rethinking what wellness really means, and how to make it personal. Home saunas offered something more than just warmth: they became a private retreat, and a space to reflect and recharge when everything outside felt uncertain.  

And it wasn’t just about comfort. As health became the central focus of our lives, many sought out natural ways to boost immunity, improve mental clarity, and reduce anxiety. Sauna bathing, long known for cardiovascular and other health benefits, seemed like a sound investment in wellbeing. 

Sizzling Sales and Consumer Trends

This cultural shift is reflected in the data. The U.S. sauna market is projected to grow by $151.3 million from 2024 to 2029, increasing steadily at around 6.4% per year. This steady growth gives pool, home spa, and wellness dealers plenty of opportunity to diversify and expand their product lines to serve an eager and receptive North American audience. 

More Accessible Than Ever

Today’s home saunas are smarter and easier to install than ever - making them accessible to a wider audience. You no longer need to remodel or build a custom spa room to enjoy the benefits of a sauna. Many modern units come in modular, pre-fabricated kits that can fit in a spare room, garage, or on a patio.

Thanks to advances in technology and energy-efficient design, some smaller indoor saunas can be powered using a standard outlet, avoiding the need for complex electrical work. Smart features like app-controlled timers, personalized heat settings, and built-in speakers elevate the experience without complicating the setup.

Whether your customers are living in a suburban home or a small urban condo, the modern sauna has evolved to meet their space, budget, and wellness needs.  

Affordability Paired with Luxury

While once considered a high-end investment, residential saunas now come in a wide range of price points. Many high-quality entry-level models start around $3,000, making them highly affordable depending on the buyer’s preferences. For homeowners looking to invest in their health and add value to their home, a sauna blends comfort and everyday luxury with long-term benefit.

A Growing Movement

The rise of home saunas in North America isn’t just a trend- it’s a movement inspired by people’s evolving relationship with home, health, and themselves. More than just a place to sweat, the sauna has become a personal sanctuary and daily ritual of calm. As homeowners continue to prioritize self-care, saunas are here to stay- and they’re getting hotter than ever before!

Find out how your business can become part of this new revolution here.

References:

Laukkanen, Jari A., et al. "Cardiovascular and Other Health Benefits of Sauna Bathing: A Review of the Evidence." Mayo Clinic Proceedings, vol. 93, no. 8, 2018, pp. 1111–1121.

Technavio. US Sauna Market Analysis, Size, and Forecast 2025–2029. Technavio, Jan. 2025, technavio.com.