“Give me the means to create a fever, and I will heal any disease.”
A powerful idea — and one that traces as far back as the fifth century BCE. Attributed to Greek philosopher Parmenides, the concept suggests that fever can be manipulated in the body, making it a powerful tool for healing. Saunas create just such an effect, and proponents have been testifying to its resultant wellness benefits for centuries.
ON THE RISE
According to Rob Neal, industry veteran of more than 40 years and Director of Dealer Development at Bathing Brands, saunas in American culture have flown under the radar from the early ‘80s to around 2019. In this regard, American society is playing a game of catch-up; traditional sauna culture can be traced back to much of Scandinavia before it began to trickle down to the rest of the world.
Make no mistake — saunas have been inching their way into the American market for decades now. But there’s no denying that the United States is still new to sauna culture.
With the global pandemic finally turning the industry on its head half a decade ago, families under monthslong lockdown orders opted to buy or build their own pools, causing a rise in profit for countless businesses.
Yeah, yeah, you say, we know that already.
But what you may not realize is that saunas are inextricably linked to the profit boom of the pandemic, as a result of a society looking for natural approaches to healing. In a world that didn’t yet have a vaccine, the average consumer began looking elsewhere for anything that might help.
“People were worried about their immune systems,” Neal reflects. “They didn’t know if [COVID-19] could kill them or not, they weren’t sure if they would get vaccinated or not, should one become available. I think many of them raced to the internet and went for naturopathic, holistic, organic and natural alternatives to live longer and healthier.”
Saunas were there to answer the call. Parmenides may have suggested it in 500 BCE, but the body’s innate ability to heal itself has come back as the subject of many modern medical studies. As a society, Neal says, we’ve begun to understand this phenomenon through dieting, ketosis and staying away from the ever-elusive “bad stuff.”
“Sauna fits right in there with all the other remedies,” he says. “Therapies like yoga, Pilates, essentially healing the body from the inside out, it all applies.”
So saunas can help your body heal itself. But how exactly does it work?
EXTRACTING “THE GOODIES”
“A hot tub operates about 5 to 6 degrees above the human body’s normal temperature,” Neal says, “but a sauna can run up to 100 degrees above.”
Simply put, the health benefits, or what Neal affectionately calls “the goodies,” come as a result of extremes. This idea can be put to the test in many respects; the phrase “high risk, high reward” is famous for a reason. The higher the temperature (and conversely, the lower the temperature), the more likely you’ll see the real, quantifiable health benefits.
According to Dr. Rhonda Patrick, biochemist and CEO of FoundMyFitness, the human body’s physiological response to heat stress will make approximately 50 to 70% of the body’s blood flow be redistributed from the core to the skin, which facilitates the familiar response of sweating. To combat the decrease in core blood volume, the body also experiences an increase in plasma volume due to the heat exposure. The plasma increase, simply put, helps to provide a reserve source of fluid for sweating, but also helps to cool the body and promote heat tolerance.
It’s no secret that saunas make you sweat. But it’s the impact of that physical response that becomes the reason Dr. Patrick openly advises repeated sauna use. From protections against a myriad of heart-related issues to the relief of several cognitive and mental health issues, the science proves the crucial role that saunas can play in your overall health and well-being.
For the sake of space, we’ll briefly explore a few of the aforementioned benefits, but you’ll have to digest Dr. Patrick’s research yourself for the full analysis.
CONGESTIVE HEART FAILURE
Congestive Heart Failure, or CHF, is a condition defined by a weakened heart muscle that cannot pump blood effectively. Many CHF patients will experience premature ventricular contractions (PVCs), which are a type of abnormal heartbeat. Typical treatment includes pharmaceutical, dietary or palliative care.
Dr. Patrick’s study found that after two weeks of sauna use, the number of PVCs that patients experienced in a 24- hour period had been greatly reduced. This was compared to a control group, who used typical treatment listed above and experienced no change.
DEPRESSION
While depression can feel like an ambiguous phenomenon to describe or diagnose, Dr. Patrick’s study was able to determine a link between sauna use and relief from particular depression symptoms. Some participants used the sauna for four weeks and ultimately reported reduced symptoms — improved appetite, reduced body aches and anxiety, to name a few — as opposed to the control group that received bedrest as the alternative.
As the saying goes, “The proof is in the pudding.” Exposure to high temperatures shows a direct link to multiple health benefits, making it no surprise that sales have grown exponentially over the last five years.
BUILDING A COMMUNITY
Beyond the clear health benefits to be gained from using a sauna, a remnant of the pandemic-era world remains: the desire for connection and community. David White, Director of Strategic Marketing at Bathing Brands, is a firm believer in using saunas to bridge this gap.
“In a lot of ways, I believe that we need to reevaluate our stance on what’s really important in life,” he says. “My hope is that saunas can become a way to connect in multiple ways — not just with the people around us, but connect back to nature.”
You can’t exactly use your phone in a steaming room of 150 to 195 degrees Fahrenheit, so that’s one obstacle already abated. White is a strong proponent of finding connection in stillness and rediscovering your relationship to yourself and others through the meditative experience of saunas.
Barring the data and scientific jargon, White displays a clear connection between the rise in sauna use and the lasting effects of a global pandemic on the population: holistic healing solutions and building community easily go hand-in-hand.
SAUNA SENSATION
As we look toward the future of saunas, it seems the appreciation for this luxury item is becoming more mainstream, and the general public are beginning to embrace it as a lifestyle change. From the perspective of a retailer, this is the perfect business opportunity.
People yearn for connection more than ever, for new ways to heal themselves inside and out. For many of these issues, saunas have slowly become a clearer answer. Whether your customers are interested in healing an ailment over time or finding ways to reconnect with friends or family, saunas are here to stay — that much is clear.
And if a Greek philosopher can’t convince you of the healing power of high temperatures, then you’ll just have to try it for yourself.
REFERENCE:
This article first appeared in the May 2025 issue of AQUA Magazine — the top resource for retailers, builders and service pros in the pool and spa industry. Subscriptions to the print magazine are free to all industry professionals. Click here to subscribe.
