- 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.
- Overall sauna experience: Cold, Warm, Hot, Top Sauna!
- Facilities: Basic, Standard, Excellent
- Cost: £££ (out of three)
- Range of different saunas and facilities
- Aufguss (sauna shows)
- Value for money
- Customer service
- Basic: a sauna, steam room, shower and changing area.
- Standard: a sauna, steam room, Jacuzzi, cold bucket/shower, resting area, changing rooms and drinking water.
- Excellent: all of the standard facilities with additional sauna and steam rooms, foot spa, aufguss (sauna ‘shows’), and plunge pool.
3. Cost structure
The UK’s answer to a Native American Sweat Lodge pitched its yurt in the backyard of the Magic Garden pub in Battersea in March 2016. ‘The Lost Horizon’ is a touring community that create a ‘festival within a festival’ at festivals like Glastonbury but for the first time brought their collective to a different kind of venue.
At the centre is a yurt, heated by coals, that seats about 20 people in a circle. The yurt heats up to provide a gentle sweat that was a lovely reprieve from a chilly March evening. Basic but good facilities are provided in the shape of a changing shed, cold shower drinking water in the yurt and a couple of chairs where massages were available.
But what really makes this sauna such a great experience was the people and vibe. A good balance of ages, races and gender created a convivial community and atmosphere. There was good chat, alongside a bit of chanting and yoga. It was probably the liveliest sauna we’ve been to, and that may not be to purists’ tastes, but I think that just reflected that it was a Saturday night, in a pub garden, in Battersea, so it completely worked. I understand that it’s a bit more mellow at festivals but the vibe is the same.
It was so popular that it was standing room only at some points (making a big difference to the temperature), which also added to the buzz.
I think the popularity really shows that there’s a big demand for authentic (i.e. naked and with a focus on the sauna experience) sauna in the capital. There’s very few options available for those who enjoy saunas as they should be, in the UK generally and London is no exception.
We really hope that the Lost Horizon peeps come back to London soon and ideally set up a residency!