Once found mainly in health clubs and gyms, saunas are now increasingly common in homes. Whether selling them as stand-alone units or packaged with a cold plunge, it’s important to understand the features and benefits of this growing wellness category.
While industry veterans know saunas aren’t new, what’s changed is their accessibility. A wider range of sizes and styles makes it easier for homeowners to incorporate them into their spaces and routines.
“People are really into infrared [saunas] right now because they’re low maintenance,” says Jeff Carlson, co-owner of Combined Pool & Spa in Sioux City, Iowa. “They don’t want to deal with it. With an infrared sauna, there’s really nothing to worry about because they don’t break down.”
Whether a traditional steam or infrared sauna, it comes down to understanding your customer, the benefits of each model and how to offer an exhilarating experience.
“It just takes a lot of people one time to try it, and they’re on board for the rest of their lives,” Carlson says.
Buying based on the benefits
While the general benefits of a sauna are easy to highlight, like improved circulation and heart health as well as soothing muscle aches and pains, knowing which one treats certain ailments better will go a long way in your sales pitch, says Kara Weed, president of Ultra Modern Pool & Patio in Wichita, Kansas.
For instance, she says, traditional saunas assist with respiratory issues, but infrared is better suited for muscle matters because it reaches “deeper into your muscles” and “heats your body from the inside out.”
“For people who work out, the infrared is going to penetrate the muscle better,” Carlson agrees. “So that’s what most athletes go with.”
However, Weed cautions, good salespeople should also be aware of the limitations. For example, the desired temperature for customers plays a big role, as infrared does not get as warm as traditional models. She cautions dealers to make sure customers know what they are getting.
And for those who just can’t decide, Weed recommends a hybrid model.
“Truly the best way to do it is a hybrid because you can keep everybody in the family happy,” Carlson adds.
Installing the best option
When it comes to the logistics of installation, Weed and Carlson recommend setting your sights on the power source.
Weed notes while some models require a 15- or 20-amp dedicated electrical, others are “plug-and-play,” allowing customers to use any standard electrical outlet.
She adds that making sure there is proper clearance to bring the walls or panels into the location is another consideration.
“They’re very simple installations and can go pretty much anywhere,” she says.
The versatility of the electrical source has been a game changer for saunas, Carlson notes.
“What really helped the sauna industry is 50% of infrared saunas being 120- or 110-volt, so you’re able to plug it in like you do your microwave,” he says. “That’s been huge because a lot of people have no idea about power or trying to find somebody to wire it.”
Merchandising matters
Before customers can consider the installation of a sauna, however, you first have to sell them one. Knowing how to showcase models in your store will allow saunas to take center stage instead of a back seat. If your showroom is big enough, have multiple saunas that customers can step inside and turn on.
Accessorizing with rugs, pillows, buckets and ladles also helps set the mood.
“But I think the most important thing is having them lit up to grab their attention,” Weed says.
And speaking of setting the mood, there’s no better way to do that than by creating a mood room, Carlson says. Combined Pool & Spa’s showroom has a dedicated space that allows customers to test drive a hot tub, cold plunge and sauna, he says.
These hands-on displays just might be the difference between a solo purchase and a package deal.
After all, allowing customers to experience a sauna goes further than explaining it to them, but Carlson does his best to sum up the benefits: “It’s a get in, get out thing and go on with your day, but the benefits for your body are just unbelievable.”