The Rise of Sauna Culture in Britain
For centuries, the pub has been the beating heart of British social life. A place to unwind after work, catch up with friends, and sink a pint or two. But a new trend is emerging—one that’s swapping the dimly lit pub corners for the steamy embrace of a sauna. Across Britain, more people are choosing to socialise in saunas, prioritising relaxation, wellness, and community over the traditional pint in the pub.
The recent boom in sauna culture can be traced to growing awareness of the physical and mental health benefits of heat therapy. Public saunas, especially outdoor and Nordic-style wood-fired ones, are springing up in cities and coastal locations across the UK. Unlike the solitary experience of gym saunas, these spaces are becoming social hubs—places to chat, connect, and unwind without the usual pub-induced hangover.
The Health Benefits Are Clear
Scientific research has long highlighted the benefits of regular sauna use, from improved cardiovascular health to stress reduction and muscle recovery. In Finland, where sauna culture is deeply ingrained, the practice is seen as an essential part of a balanced lifestyle. Regular sauna bathing is linked to a lower risk of heart disease, reduced inflammation, and even a decrease in the likelihood of developing Alzheimer’s disease.
Brits, increasingly conscious of their health, are taking notice. The appeal of sauna sessions over pub outings is clear, rather than leaving feeling sluggish and bloated after a night of drinking, sauna-goers leave feeling refreshed, recharged, and invigorated as well as building their own saunas in the comfort of their own home.
A Shift in Social Drinking
Despite the shift from pubs to saunas, the social aspect of drinking hasn’t disappeared entirely—it’s just evolved. In Finland, it’s common to enjoy a cold beer after a hot sauna session, a ritual that adds to the relaxation. Unlike in British pub culture, where alcohol is often the focus, Finnish sauna-goers tend to drink in moderation, savouring a refreshing lager or cider post-sauna rather than consuming multiple pints in a short span.
As sauna culture takes hold in the UK, some venues are adopting this Nordic tradition. Outdoor sauna spots are now offering locally brewed craft beers or herbal teas to enhance the post-sauna experience. The emphasis is on balance—enjoying a drink without the excess that often accompanies pub nights.
The Future of British Socialising?
The increasing popularity of sauna gatherings suggests a broader shift in British social habits. As people become more invested in their health and well-being, they’re seeking out experiences that bring both relaxation and connection without the side effects of heavy drinking. Saunas provide a space to disconnect from technology, engage in meaningful conversations, and embrace a tradition that has been central to Nordic cultures for centuries.
While the pub will always have its place in British society, the rise of sauna socialising offers a compelling alternative—one that promotes both physical well-being and social connection. And if the Finnish are anything to go by, there’s no reason you can’t enjoy both—a sauna first, then a well-earned cold beer after. If you’re struggling to find the ideal escape, why not bring the experience to your home? Like many have found bringing the experience to the comfort of your own home can make for the ideal alternative.
Have you cut down on your ‘social pub visits’ for saunas? we would love to hear your experiences in the comments below.
