London has many things in abundance. But one key facility it lacks is authentic sauna experiences. You can count on one hand how many venues offer it. That’s 2 million people for each sauna! It’s a real shame as London living is pretty stressful and a decent sauna can help make it less so.
So we’ve come up with a wish list of actions that we think could improve the sauna landscape in the Capital:
- A sauna multiplex! Well this is definitely a pie in the sky dream! The price of rents means that it would be really difficult for anyone to establish a large sauna complex near London and make it viable. Perhaps a bit more realistically it would be good if spas offered more than the bare minimum of one sauna and one steam room. It would be great to have more options in one venue.
- Saunas that reflect the area they’re based in. Hotel spas always try to be anything but about the establishment’s history. How many pastiche pan-Asian spas does a city need! Some hotels have amazingly designed spaces but you could be in any hotel in the world. We’d like to see a spa that recreated a Victorian London bathing house, for example.
- A reclaim the sauna campaign. For authentic sauna experiences to get a foothold in the capital they need to successfully differentiate themselves from the current market which, almost predominately, serves and targets two markets: 1. gay men looking for fast love and 2. ladies what lunch. The benefits and wholesomeness of European saunas need to be promoted to start changing the general public’s perceptions of saunas, leading to changes in the industry. This campaign could work alongside some practical actions that spas could make to engage the public with their saunas including…
- Better promotion of saunas in spas. It’s actually not that easy to identify what places have a decent sauna from their websites – whether it’s a hotel or spa. This tends to reflect the fact that saunas are seen as a side show to the main event of spa treatments in most places. As such, they aren’t talked about much on websites and there are rarely photos of the actual sauna, resulting in Google not ranking them very high in its search results. This could easily be rectified.
- No swimwear days. It’s just not as comfortable going for a sauna in your swimmies, but there are only a few, non gay, places in London that cater for people who want a proper sauna. If establishments started off small scale trials to test the market for non-swimwear days I think they’d be surprised at the level of demand. There are loads of north Europeans in the Capital for a start who would be keen. And there are ways to market the no swimwear days so that they attract genuine sauna enthusiasts.
- A free sauna day. Based on the inaugural Helsinki Sauna Day, spas would open their doors free of charge to raise awareness and improve accessibility of saunas. This would require some coordination but I presume there are leisure industry groups that could help do that. It would also be good business for spas.
A London sauna manifesto in the making? Sure, we’ll go with that.
Any other ideas?