Across the South West, a growing number of people are swapping traditional pub visits for invigorating sauna and cold plunge experiences, embracing a wellness trend with roots in Finland—the happiest country on earth, known for having more saunas than people.
In the quaint village of Ashleworth, Kevin and Maddie Conlon launched Gloucestershire’s first wild sauna and cold plunge nearly two years ago, in October 2024. Nestled in a tranquil meadow behind their home, The Sauna at the Cottage offers visitors a peaceful retreat to unwind and recharge.
Maddie shares, “We frequently hear from visitors that after a session, they feel like they’ve truly been able to pause and reset. Our simple motto is ‘pause, slow down, breathe’ because life today is so hectic, and people rarely take time just for themselves.”
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The British Sauna Society emphasizes the numerous physical benefits of regular sauna use and cold-water therapy, including enhanced cardiovascular and brain health. Beyond the physical, these therapies are increasingly integrated into social prescribing programs to support mental health and combat loneliness.
For the Conlons, the sauna is more than a personal sanctuary—it’s a community hub. They organize diverse group activities such as picnics, sound baths, and outdoor yoga sessions to foster the social connections inherent to sauna culture.
Maddie reflects on the deeper human connection that sauna rituals evoke: “It’s like sitting around a fire—something humans have done for thousands of years. But nowadays, instead of gathering around fires or sharing moments face to face, we often find ourselves glued to screens.”
The Sauna at the Cottage is just one part of a vibrant and expanding sauna movement across the South West. This surge is documented in the recently published Sauna Guide to South West England, which showcases over 130 outdoor saunas, from urban oases to coastal retreats.
Kerry O’Neill, the guide’s author, explains, “While researching for our previous book, The Coastal Café Guide, we noticed a surprising number of new outdoor saunas. Our findings revealed not only an explosion of wild sauna culture across the South West and the UK but also a lack of any comprehensive guide—so we created one.”