Across the South West, sauna culture is flourishing as more people swap traditional pub visits for the rejuvenating experience of saunas and cold plunges.
In the quaint village of Ashleworth, Kevin and Maddie Conlon introduced Gloucestershire’s first wild sauna nearly two years ago, opening The Sauna at the Cottage in October 2024. Nestled in a serene meadow behind their home, it offers visitors a tranquil space to relax and recharge.
Maddie describes the experience as a rare opportunity to “pause, slow down, breathe,” acknowledging how modern life often lacks moments of quiet reflection. Guests frequently share that after their visit, they feel truly able to stop and unwind.
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The British Sauna Society emphasizes the health benefits linked to regular sauna use combined with cold-water therapy, citing improvements in heart and brain health. Moreover, these practices are gaining recognition in social prescribing as tools to support mental wellbeing and combat loneliness.
For the Conlons, The Sauna at the Cottage is more than a place to disconnect—it’s a hub for connection. They organize diverse group activities, including picnics, sound baths, and outdoor yoga, fostering a sense of community rooted in the age-old tradition of gathering around fire.
Maddie reflects on this primal human habit: “Sitting around a fire is something we’ve done for thousands of years, yet nowadays we tend to sit in front of screens instead.” The sauna experience, she suggests, reconnects people with this instinctive way of bonding.
The South West’s growing enthusiasm for wild saunas extends beyond Ashleworth. Recently, the Sauna Guide to South West England was published, showcasing over 130 outdoor saunas ranging from urban oases to coastal retreats. Author Kerry O’Neill explains that the guide emerged from noticing an unexpected surge of sauna locations and the absence of a comprehensive resource to bring them all together.
This rising sauna trend highlights a collective search for wellness, community, and a return to simpler, more mindful experiences in the heart of nature.