US Sauna Market to Grow by $151.3 Million as Wellness Blooms

The U.S. sauna market is set to expand by $151.3 million between 2025 and 2029, driven by the increasing focus on wellness and self-care, according to a recent Technavio report. The market is projected to grow at a 6.4% compound annual growth rate (CAGR), fueled by the rising adoption of home saunas and the integration of AI-driven innovations. However, high equipment costs and maintenance expenses pose challenges for widespread adoption.

A key factor behind this surge is the growing demand for home saunas, as consumers seek personalized wellness experiences without the need to visit external facilities. With various designs and features available, including traditional, steam, and infrared saunas, homeowners are embracing this trend for its convenience and health benefits, such as stress relief, detoxification, and improved circulation. The hospitality industry is also seeing increased sauna investments, particularly in luxury hotels and wellness resorts.

The influence of AI on the sauna market is becoming increasingly evident, with smart saunas incorporating remote control features, Bluetooth speakers, and customizable temperature settings. The integration of AI is also helping businesses optimize energy efficiency and personalized user experiences, attracting a broader consumer base. Leading companies in the sector include Harvia Plc, Health Mate Sauna, Heavenly Heat Saunas, Rocky Mountain Saunas, and Sauna360 Group Oy, among others.

Despite the positive outlook, the market faces hurdles, primarily due to the high upfront costs of sauna installations, which range from $4,400 to $11,000, depending on the type. Additionally, ongoing maintenance costs, such as cleaning, filter replacements, and operational upkeep, can be substantial. These expenses may deter some consumers and businesses from investing in sauna facilities, particularly in budget-conscious segments.

Looking ahead, wellness tourism and urbanization trends are expected to further drive market expansion. Saunas are increasingly being integrated into medical spas, airport lounges, cruise ships, and boutique hotels, catering to millennials, working professionals, and international travelers. With continued technological advancements and a rising emphasis on self-care, the U.S. sauna market is poised for substantial growth in the coming years.