What we learned at the West Coast Sauna Summit 2025

2/14/2025

We attended the first-ever West Coast Sauna Summit this year and wanted to share what we learned and were inspired by. From Friday, January 17th, to Sunday, January 20th, sauna lovers, entrepreneurs, operators, builders, practitioners, and wellness folks gathered at the Loon Lake Retreat Centre in the UBC Malcolm Knapp Research Forest for the inaugural West Coast Sauna Summit (WCSS). As Canada's first dedicated sauna industry event, event founders Valtteri (thefinnishsauna.ca) + Linda (lindahelisto.com), created a space for business, wellness, and sauna culture to thrive. Over the course of the weekend, we all immersed ourselves in good heat and both formal and informal conversations while forging new connections in the rapidly growing sauna industry in North America.

Our Key Takeaways from the inaugural West Coast Sauna Summit

The Rise of Sauna Culture in North America: Sauna culture is expanding rapidly across Canada and the U.S., with more people embracing the health benefits of heat therapy. At WCSS, discussions highlighted the increasing demand for high-quality sauna experiences, from traditional wood-fired saunas to innovative community sauna projects. For us, we want to continue seeing cultural authenticity taking the lead on this movement, rather than shallow trends. More on this below!

Sauna + Nature: The Ultimate Experience: One of the most powerful takeaways was the synergy between sauna and nature. Whether set in the forest, by a lake, or in a remote retreat, the connection between heat and nature enhances the overall experience. Loon Lake Lodge was the perfect setting to demonstrate this with Old Growth protect forests supporting a deep forest bathing experience.
Good Design Brings Nature Within: Design plays a crucial role in the sauna experience. Thoughtful architectural and interior design allow sauna bathers to feel connected to the natural world, whether through panoramic windows, organic materials, or integration with the surrounding landscape. Vicky with Aerth Saunas, a new community space being built in Victoria BC, demonstrated how to do this right - using architecture to transform underutilized urban spaces to bring a sense of nature within. Beautiful.
Sauna Culture is About Building Community: Saunas are way beyond just a wellness tool—they are community spaces. WCSS reinforced for us the idea that saunas foster social bonding and truly are "the new pub" and the fastest-growing "third space". Alan Jalasjaa with Kivia Sauna really spoke to this in his presentation and through connections we were able to make in each of the 7 saunas on-site for the event. We left the summit even more committed to creating sauna spaces that bring people together in our communities in meaningful ways.
Innovation Thrives When Rooted in Culture: Given Kamu Sauna is deeply connected to Finnish roots, this one really hit home for us. While the sauna industry is evolving with modern wellness trends, we feel innovation is most successful when it respects and is informed by traditional practices. Honoring tradition and balancing heritage with new technologies creates authentic and sustainable sauna experiences. We see so many folks entering the space with little experience in truly understanding the cultural touchpoints and meaning of sauna bathing. For us, we focus deeply on authentic Finnish sauna practices and strive to live and breathe these practices in all we do.
Women at the Forefront of Sauna Culture: Although not overtly discussed at WCSS, connections we made emphasized that women should continue to play a leading role in shaping and stewarding sauna culture forward. Juho says that "women have always stewarded sauna culture in Finland" and you can see the women entrepreneurs in the N American sauna industry, in particular, really leading the way. Shout-out to Helena at Gather Sauna House in Oregon for all that you are doing to educate + lead the way. Also check out the Instagram page "Sauna Sirens" to see more incredible women in sauna entrepreneurship. Women-led knowledge and perspectives are essential in preserving traditions and expanding sauna accessibility. Feel free to give more shout-outs in the comments below.
Sauna Pairs with... Almost Everything: From cold plunges to yoga, meditation, culinary experiences and social gatherings, sauna culture seamlessly integrates with various unique activities, making it an incredibly versatile experience. Check out our friend Oll with The Good Sauna in Vancouver + Manchester who brings the good heat through micro-brewery partnerships.
Sharing + Learning: A Powerful Source of Inspiration: The sauna community can really thrive on the exchange of ideas and experiences. WCSS demonstrated that learning from one another—whether through business strategies, construction techniques, or cultural traditions—is an invaluable resource for growth and innovation. We will also be attending the World Sauna Forum as part of the Sauna from Finland team this year to continue these important discussions.

Final Thoughts

The first-ever West Coast Sauna Summit, for us, was really validating, offering a weekend of learning, connection, and inspiration. As sauna culture continues to grow in Canada and beyond, events like WCSS play a crucial role in shaping the future of the industry in a sustainable and meaningful way. Whether you’re a seasoned sauna enthusiast or just beginning to explore the world of heat therapy, the summit proved that there is a welcoming community full of knowledge ready to embrace the journey with you.

Were you at WCSS? Share your favorite moments in the comments below and give shout-outs to those bringing the good heat!