What’s the biggest advantage or challenge you see in taking on the sauna category?
Have a question for our panel? Email us at editorial@kendrickcontent.com.
Casey Loewen, owner
Spa Guy Hawaii
Two locations on Oahu and Maui, Hawaii
Contrary to what many may think, we sell a large number of saunas here in Hawaii. The biggest challenge we face is competition from Costco. Many people shop there for everything they need, and their saunas are way below market value. Challenging our staff to dig in on adding value plays a part in our success, but the largest factor is selling them with a spa or cold plunge. Adding a sauna to a spa sale works great for us.
Chet Lockwood, owner
The Hot Tub Wherehouse
Two Bay Area locations in Santa Clara and Gilroy, California
We have sold saunas, and the thing that impresses me is how labor-intensive the sales process is for noninfrared, custom saunas. Most manufacturers offer a plethora of options, so it is up to the seller to make sure the client understands and create a happy sauna experience. Don’t underestimate the time and effort for the quote process — make sure your pricing accounts for the extra time required.
Angi Hess, vice president/general manager
Spas and More!
Two locations in Sunset Hills, Missouri, and Overland Park, Kansas
The biggest challenge of selling infrared saunas is overcoming the traditional steam sauna. It starts with educating the customer about the differences and the perceived health benefits over actual health benefits. When most people think of a sauna, they think of a steam room and instant gratification (moisture on the skin). In reality, a steam sauna isn’t really causing you to “sweat.” That’s where you educate on what an infrared sauna does and how it works, and you build the value of the product.
The second challenge is selling against online retailers and big-box stores with lower pricing but also lower standards. This is where taking the time to educate and tell your story (brand, testing and even personal experience) is valuable.
We are seeing an increase in our sauna sales since Master Spas released the Sweaty GOAT saunas in 2024. In 2025, we really started to highlight the health benefits and geared our pitch to health and wellness versus luxury, and we developed new marketing materials to support that approach. Our current hot tub and swim spa customers are great customers whom we can market the sauna as a wellness addition. This gives us a new revenue stream from an established market.
Mike Kitchen, chief operating officer
Wellness Shop/Jacuzzi Ontario
Nine locations across Ontario, Canada
For Wellness Shop, the most significant advantage of the sauna category is its natural fit within the broader wellness conversation. We do not view saunas as a stand-alone product, but as part of a lifestyle many of our customers already believe in.
We have been selling saunas for the past seven years, primarily Clearlight indoor infrared models, along with two outdoor traditional models powered by electric or wood-burning heaters, which launched in 2025. Over time, it has become clear that sauna ownership aligns well with the mindset of existing hot tub customers. These customers are already invested in their health, recovery, stress reduction and long-term well-being, making the education and cross-sell opportunities both natural and highly effective when executed properly.
From a business standpoint, saunas have also helped solve a meaningful seasonal challenge for us as a Canadian retailer. Hot tub and swim spa deliveries slow in the winter months, while sauna demand does not. In fact, it accelerates. Saunas have become a fast-growing winter category that helps stabilize revenue, keep teams productive and better use warehouse and delivery infrastructure during a traditionally quieter period.
The challenge is that saunas are often underestimated operationally. They are not a simple add-on category. Retailers need to carefully consider freight, damage rates, white-glove delivery, installation expectations, warehouse space and long-term service support. There is also a meaningful difference between selling a boxed infrared unit and supporting larger outdoor or traditional builds, particularly when electrical, wood-burning heaters and site conditions are involved.
In our experience, success in the sauna category comes down to treating it with the same discipline as hot tubs. That means thoughtful product selection, strong marketing and sales plans, realistic margin modelling, clear customer education and consistent pre- and postsales support.
When those pieces are in place, saunas become one of the most complementary and strategically valuable categories in a wellness-focused retail business.
