Author: Carita Harju
In January, I had the opportunity to attend the Culture of Bathing event in New York, which brought together sauna experts from across the United States. The event was filled with discussions on the role of saunas and bathing in today’s wellness trends. I had the honor of representing Finland and the Sauna from Finland network, and the journey was both educational and inspiring.
The event brought together a diverse group of experts – sauna builders, spa industry leaders, and entrepreneurs – but they all had one thing in common: a passion for bathing. Bathing was not just a physical experience, but a deeply spiritual one. Key themes such as diversity, inclusivity, and the role of sauna in various cultures emerged in conversations.
The trip was not just theoretical reflection, but also practical experiences. We visited several spas, such as SoJo Spa Club in New Jersey and World Spa, Othership, and BathHouse in New York. In these places, wellness and community were at the forefront – visiting the sauna was not only about relaxation but also about building community.
Social Bathing and the Role of Sauna in Building Community
Social bathing is a concept that emphasizes the communal experience in saunas and baths. For example, the German Aufguss ritual, where a sauna master creates atmosphere by throwing water on the sauna stones and adding scents, fosters a unique sense of community. In this type of sauna experience, participants share the moment in silence – they breathe the same air and experience the sauna atmosphere together.
The universality of the sauna brings people together from different cultures. In the sauna, there are no prejudices – everyone is equal. In Finland, the sauna is a tradition where family relationships, friendships, and social networks are built. It is a place where shared memories are created and new friendships are formed.
The Finnish Sauna – The Best in the World and a Source of Pride
The Finnish sauna is the best in the world. It is not just a type of sauna, but a cultural experience that combines tradition and wellness philosophy. The Finnish sauna is a place where community is created, and that’s why we can be so proud of it. It is more than just relaxation – it is a way of life that connects the world and promotes well-being.
The Finnish sauna is globally recognized. It is a vital experience for health, where traditions live on and modern wellness philosophies thrive.
The Future of the Sauna Business Needs Women in Leadership
The sauna industry has traditionally been a male-dominated field, but it’s crucial that women gain more visibility and voice in this business. The perspectives women bring can enrich the industry and bring fresh ideas – whether in business leadership, product development, or marketing.
Discussions in New York highlighted how women’s expertise can take the sauna business to the next level. We need to support women in rising to leadership roles and ensure their expertise is valued. Such a change is essential for the sauna business to become more diverse and inclusive.
The Finnish Sauna Connects the World
The trip provided much more than just a sauna experience. It was an opportunity to reflect on how we can make saunas and bathing even more accessible and inspiring for everyone. The Finnish sauna has earned global recognition – it is a unifier of community and well-being, and that’s why we must ensure it remains the best in the world. The role of the sauna as a connector of cultures and communities is crucial, and we must ensure it stays diverse and inclusive in the future.
Author: Carita Harju
