Sauna Boom: Industry Surpasses $1 Billion, Driven by Wellness Trends

The global sauna industry has reached $1 billion in annual revenue, with the U.S. contributing over $206 million. This growth is part of a broader $2.1 trillion wellness market, and experts predict accelerated expansion in the next five years.

Rising Popularity and Diverse Traditions

High-end hotels and gyms are investing in saunas, while private equity and direct-to-consumer brands are expanding rapidly. Celebrities like Glen Powell are promoting sauna sessions as a popular activity. Historically, heat therapy has been practiced across numerous cultures – from Finnish saunas (where 90% of the population uses one weekly) to Indigenous sweat lodges and Turkish hammams.

Focus on At-Home Infrared Saunas

New brands are emerging to meet demand for both home and hospitality clients. Infrared saunas, which offer a less complex and energy-intensive alternative to traditional saunas, are gaining traction. The Esquire team favored the LIT Method BeautyBox, a medical-grade infrared sauna, for its suitability for modern consumers.

LIT Method: Recovery and Longevity

Founded in 2015 by Justin and Taylor Norris, LIT Method focuses on recovery practices, initially with in-person fitness studios, now prioritizing cold plunges and saunas. Justin Norris recommends using the BeautyBox (red light therapy) for skin benefits – boosting collagen and reducing fine lines – and infrared for deep sleep and recovery, followed by a cold shower.