Sauna Socializing: The UK’s Hottest New Wellness Trend

A new wellness phenomenon is sweeping across the United Kingdom as communal sauna experiences transform from a Nordic tradition into Britain’s latest social activity. What makes this trend particularly fascinating isn’t just the therapeutic heat—it’s the innovative social dimension that’s attracting a growing community of health-conscious urbanites.

On a particularly chilly winter evening in east London, a diverse group of attendees squeeze into a compact sauna room, willingly embracing temperatures exceeding 90 degrees Celsius. The atmosphere is about to intensify further.

“Sauna master” Oliver Beryl orchestrates an “aufguss” ritual—a German-inspired heat therapy session. As lavender-infused ice blocks melt over scorching stones, releasing aromatic steam, Beryl activates ambient music and energetically waves a towel overhead, directing powerful heat waves throughout the space.

“Now try finding someone and sit back to back with them,” Beryl encourages the participants. “Or, if you want, maintain eye contact with the person sitting next to you.”

After momentary hesitation, most attendees participate in this unusual connection exercise, highlighting what makes this wellness trend distinctive—it’s as much about community building as it is about physical wellbeing.

A Modern Take on Ancient Traditions

Communal sweating for health and social purposes has deep historical roots across numerous cultures—from Scandinavian saunas and Native American sweat lodges to Japanese onsens and Turkish hammams. However, the UK’s rapidly expanding sauna scene is developing its own distinctive character.

The trend has particular resonance among health-conscious 20- and 30-somethings seeking alternatives to traditional British pub culture. What distinguishes today’s most popular sauna venues is their emphasis on community experiences and innovative programming beyond simple heat therapy.

Many locations offer complementary cold therapy options like outdoor ice baths, allowing participants to experience the invigorating contrast of extreme temperature variations. The combination creates what devotees describe as a natural euphoria without alcohol.

Creative Community Experiences

“I loved the feeling of losing yourself. It’s a 15-minute detachment from normal life,” explains Jess Carmichael after experiencing her first “aufguss” ritual at Community Sauna Baths in Stratford. “I think people need this right now—this warmth coming from the outside and feeling that you’re sharing an experience with others.”

Charlie Duckworth, co-founder of Community Sauna Baths, traces the organization’s origins to 2022 when he and fellow “sauna nutters” installed two modest saunas, including one creatively housed in a converted horse box, in an unused Hackney parking lot.

The not-for-profit social enterprise resonated so strongly with Londoners that it has expanded to four locations throughout the capital, with two additional sites scheduled to open soon.

“Sauna lowers inhibitions and also gives you a feeling of mild euphoria,” Duckworth explains, comparing the social dynamics to traditional British pub culture but without alcohol’s drawbacks. “I think it’s an excellent place to socialise.”

According to the British Sauna Society, the number of public sauna facilities across the UK has more than tripled from 45 in 2023 to 147 in 2025, demonstrating the trend’s remarkable growth trajectory.

Innovating Beyond Tradition

Unlike countries where sauna practices are deeply embedded in cultural traditions, the UK’s relatively new sauna movement allows for creative experimentation. “We can have a bit more fun with it and be more creative,” notes Duckworth.

Peckham Sauna Social in south London exemplifies this innovative approach, offering weekend ambient sauna nights featuring resident DJs and non-alcoholic cocktails. Among their most popular offerings is a monthly “creative writing sauna” combining poetry readings with post-sauna writing workshops.

“Reading in the sauna was something I’d never done before—just being hot and sweaty and dripping onto the page was challenging at first,” says Caroline Druitt, who leads these literary sessions. The semi-clothed environment seems to foster openness among participants when sharing creative ideas. “Besides, I know that many of my best ideas have come out of the bath,” she adds.

Health Benefits Beyond Socialization

While the social aspects drive much of the trend’s popularity, regular sauna users report numerous health benefits. Many enthusiasts credit sauna and cold plunge combinations with reducing joint inflammation, improving cardiovascular health, and enhancing sleep quality.

Some research suggests even broader benefits. One study indicated a potential link between attending saunas at least four times weekly and reduced psychosis risk among middle-aged Finnish men, though more research is needed to fully understand these connections.

“Authentic sauna done well should be as regular as the gym, and doing it regularly is what offers the reported health benefits,” explains Gabrielle Reason, secretary at the British Sauna Society.

Health professionals caution that individuals with cardiovascular conditions or high blood pressure should consult doctors before participating in extreme temperature therapies. Nevertheless, many converts incorporate sauna sessions into their regular wellness routines specifically for the mental health benefits.

“It just resets your brain in a really lovely way,” describes Callum Heinrich while immersed in frigid water, his skin visibly steaming from transitioning directly from the sauna. Heinrich aims to attend twice weekly sessions whenever possible, adding emphatically, “For your mental health, it is the best thing in the world.”

As Britain embraces this communal wellness experience, sauna socializing appears positioned to become a permanent fixture in the UK’s evolving approach to health, community, and social connection—offering a warm alternative to traditional British pastimes while creating space for innovative social interactions.