Sauna Talk

What happens when the exploding UK sauna movement meets the rapidly evolving North American sauna scene? Recorded live at Sauna Days 2025 on Minnesota's North Shore, this episode of Sauna Talk features a wide-ranging conversation with Jake Newport of Finnmark Sauna in the UK. Together, Glenn Auerbach and Jake explore where global sauna culture is headed next — from grassroots mobile saunas and floating bathhouses to luxury urban wellness spaces, aufguss experiences, and the rise of social sauna culture. Jake shares the remarkable story behind Finnmark Sauna and the transformation of sauna culture across the UK over the last decade. What was once dismissed as "hot dry boxes" in hotels and gyms has evolved into a thriving movement centered around contrast therapy, community, craftsmanship, ritual, and meaningful human connection. Topics include: The rise of sauna culture in the UK and parallels with the USA Mobile sauna movements, beach saunas, and floating saunas Othership, guided sauna experiences, and modern wellness trends Authentic sauna culture vs. commercialization Aufguss and curated sauna rituals Building community through heat and cold Sauna entrepreneurship and the future of the industry Why education and experience matter more than marketing hype The importance of purpose, connection, and slowing down This episode also features audience discussion and insights from leaders helping shape North American sauna culture, including conversations around social sauna spaces, accessibility, manufacturing, wellness businesses, and preserving the roots of authentic sauna practice. If you care about where sauna culture is going — and how to build it without losing its soul — this is an episode you won't want to miss. Subscribe to SaunaTimes.com for more authentic sauna conversations, builds, culture, and community. #sauna #finnmark #contrasttherapy #wellness #saunaculture #coldplunge #aufguss #communitysauna #saunatalk #saunadays #saunatimes

Today, on Sauna Talk, and almost on the sauna bench, I'm pleased to bring you the folks behind the three major American sauna stove makers. American manufacturing at work! Garrett, Lamppa Manufacturing, Tower, Minnesota, Population 421 Philip, Nippa, Beulah, MI, Population 303 Lynn, Ilo, Dollar Bay, Michigan, Population 1,070 We talk through what their company looks like, their community, and what their opinions are on the North American sauna industry. Small town manufacturing. Direct to consumer, factory direct. Products Made with quality with longevity in mind. A couple of terms: Cost engineering: Designed in a way that reduces manufacturing costs—sometimes at the expense of quality, durability, or performance. Margin stacking: When every step in a product's journey — manufacturer, distributor, wholesaler, retailer — adds a profit margin, and those margins compound into a much larger final price. More here.

Today on Sauna Talk, we are joined by the dynamic duo of researcher from Emery University, Deanna Kaplan and Roman Palitsky. Deanna Kaplan Deanna Kaplan, PhD is a clinical psychologist with expertise in digital health technologies. She has more than a decade of experience using wearable and smartphone-based technologies to study the dynamics of health processes and clinical change during daily life. Her research is grounded in a whole-person (bio-psycho-social-spiritual) model of health, and much of her work focuses on investigating the dynamics of change of integrative interventions, such as psychedelic-assisted therapies and contemplative practices. Dr. Kaplan is the Director of the Human Experience and Ambulatory Technologies (HEAT) Lab, a multidisciplinary collaboration between the Department of Family and Preventive Medicine and Emory Spiritual Health. More information about the HEAT Lab is here. Dr. Kaplan is the co-creator and Scientific Director of Fabla, an unlicensed Emory-hosted app for multimodal daily diary and ecological momentary assessment (EMA) research. Fabla is an EMA app that can securely collect voice-recorded, video-recorded , and photographic responses from research participants. More information about Fabla is here. Dr. Kaplan holds an adjunct appointment in Emory's Department of Psychology and is appointed faculty for several Emory centers, including the Winship Cancer Institute, Emory Spiritual Health (ESH), the Emory Center for Psychedelics and Spirituality (ECPS), and the Advancement of Diagnostics for a Just Society (ADJUST) Center. She also holds an appointment as an adjunct Assistant Professor at Brown University in affiliation with the Center for Digital Health. Dr. Kaplan received her PhD in Clinical Psychology from the University of Arizona, completed her predoctoral clinical internship at the Alpert Medical School of Brown University, and completed a postdoctoral research fellowship at Brown University, where she received an F32 National Research Service Award (NRSA) from the National Institutes of Health (NIH). Her research is funded by the NIH, the Health Resources Services Administration (HRSA), the Georgia Clinical and Translational Science Alliance, the Tiny Blue Dot Foundation, and the Vail Health Foundation among others. She was named as a 2025 Rising Star by Genomics Press for her work in mental health assessment innovation. Roman Palitsky Roman Palitsky, MDiv, Ph.D. is Director of Research Projects for Emory Spiritual Health and a Research Psychologist for Emory University School of Medicine. His research program investigates the pathways through which culture and health interact by examining the biological, psychological, and social processes that constitute these pathways. His areas of interest include biopsychosocial determinants in cardiovascular health, chronic pain, and grief. In collaboration with Emory Spiritual Health, his research addresses cultural and existential topics in healthcare such as religion, spirituality, and the way people find meaning in suffering, as they relate to health and illness. His work has also focused on the role of religious and existential worldviews in mindfulness-based interventions, as well as implementation and cultural responsiveness of these interventions. Dr. Palitsky's academic training includes a PhD in Clinical Psychology from the University of Arizona with a concentration in Behavioral Medicine/Health Psychology, and a Master of Divinity from Harvard University. He completed clinical internship in the behavioral medicine track at Brown University Warren Alpert Medical School, where he also completed a postdoctoral fellowship. Deanna and Roman were in town attending and speaking at the 2025 SSSR Conference, Society for the Scienific Study of Religion. And as you will hear, we get deep into the spirit of sauna, a spiritual connection we allow ourselves to have, presented to us through the wonderfulness of time on the bench and chilling out in the garden, all misty wet with rain.

Welcome to this episode of Sauna Talk, where we head back to Farris Bad, resort spa and wellness retreat South of Oslo, Norway. We get to sit with Jerome, who is a long standing steam master at the resort. Here he leads aufguss ceremony and assists two time Sauna Talk guest Lasse Eriksen. 10,000 hours One thing I wish I had asked Jerome in this interview is to venture a guess at how many guests he's "entertained" (if that's the right word) over his 10-plus years leading aufguss sessions at this world-renowned facility. Some quick farmer's math gets us close: a few sessions a day, five days a week, for 10 years… that adds up to well over 10,000 people. I'm one of those 10,000—a repeat guest for a couple of years, attending several of his aufguss ceremonies. An Aufgussmeister, in my view, is best to not be lead into temptation. For like a church paster, there could be that ego boost that comes from standing in front of an audience, performing. Controlling the movement of steam, and the administering of essences and microclimate manipulation could give one a feeling of power, dominance even. Aufguss master responsibilities Yet Lasse instills some deep and powerful education with his students. He gives them freedom to be creative with their art, yet he also instills true message that the sauna is the teacher. The stove and the heat and steam it creates is to be respected. The duty an aufgussmeister has to those sitting on the bench is an important one. Safety is critical. For the under educated, pushing steam and controlling time in the hot room is a noble and great responsibility. Each session is led with an important statement. You are welcome to leave the session, but once you leave, do not come back in. The door to the hot room opens in one direction during an aufguss ceremony. But back to Jerome. After producing over 100 Sauna Talk podcasts, I've learned what makes a guest unforgettable: someone who can take us right to the edge of the box. During my visits to Farris Bad, Jerome would casually share insights about aufguss—and every time, I'd think, people need to hear and feel this for themselves! Today, we get that chance, right now. Let's step behind the scenes into the fascinating, ever-evolving world of aufguss. Please welcome Jerome to Sauna Talk! Podcast summary Jerome Farris, a sauna master at Farris Bad in Larvik, Norway, discusses his role and background. He has been at Farris Bad for eight years, having moved from Switzerland. Jerome speaks multiple languages and has a Montessori teaching background, which he applies to his sauna master role. He emphasizes the importance of sensory experiences and the therapeutic aspects of sauna rituals. Farris Bad has seven saunas and offers courses for aspiring steam masters. Jerome highlights the collaborative and non-prescriptive nature of the sauna experience, aiming to connect guests with their roots and elements. He also shares insights into the sauna's cultural significance and its benefits for well-being. Key Moments 2:36-3:48 Jerome explains how his background with kids at Montessori and performance art helped him with his current job in sauna- so interesting! 8:44-9:03 Jerome talks about proposing to his wife! 30:12-31:00 Jerome discusses people pushing themselves/ MMA fighters- this was interesting

Today on the sauna bench, we head to Oslo, Norway, and visit with the folks at Oslo Badstuforening, (Oslo Sauna Association). This is my second trip to Norway in as many years. They say that you never step into the same river twice, and I'll contend that we never sit on the same sauna bench twice. For last year, I took many saunas in the Oslo Harbour, as well as published a Sauna Talk with the Oslo Sauna Association team – and you can listen to that episode which is #99. And this year, I get right back into the Oslo sauna spirit, yet with more focus on the "behind the scenes" history, construction, operation, and warm hearted people who make it all happen. Because frankly, I'm overwhelmed with the Badstu Boom, as it's called. I really dig the Norwegians! The Norwegians They have sauna (badstu) deep in their Viking history. They approach it width depth and culture like the Finns, but with the open minded collaborative artful attention and appreciation of the Brits. AND without the capitalistic franchise money to be made CEO Instagramification land grab of many Americans. Take this Sauna Talk as example. Main guests on this show are Ragna, Secretary General, Oslo Badstuforening. And Aslak, who also has an official sounding title at Oslo Badstuforening, along the lines of "chief operations manager" which could mean loading firewood in the morning and replacing a burned out stove in the afternoon. A few different countries And we get to sauna serendipity also, as Hannah Mary Goodland joins us from Haar Sauna which is located way up north in the British Isles. Haar Sauna is the first mobile sauna in Scotland. Hannah Mary is also in Oslo and so what better than a bunch of sauna business folks from different a few different countries Sauna Talking it out on the bench, while over looking the fjord in Oslo. For those familiar, and for those who keep up with SaunaTimes and sauna travel, Oslo Sauna Association has an every expanding fleet of floating saunas. Each one unique, named after a particular bird, and pretty much guaranteed to have local Oslo residents with a few foreigners sprinkled in for contrast social therapy. For our Sauna Talk, Ragna chooses for us the Seagull Sauna. And you'll soon get to hear why she chose this particular sauna, out of the 24 or so floating nearby. I think about the floating sauna revolution. I wrote about it here over two years ago. And since then, I have written and reviewed several other floating saunas, such as my friends Nick and Jess at Löyly floating in BC Canada, who now have three more floating projects in development. David, of course, from Von Sauna in Seattle, who I met at Sauna Days aboard the Viking Floating Sauna. And has what many report to be incredibly great heat on Lake Washington. But the thing is, floating saunas are all over the place in Europe, and you can check in with Sauna Sam who takes us dockside in Amsterdam, for example. Catching the floating sauna bug Many of these floating saunapreneurs caught the bug and inspiration from their times in Oslo, including the just christened Alex and Gabe's aptly titled Fjord Sauna, the first floating sauna in San Francisco Bay Area. And soon to be launched, we will visit with Kate Butchart, an American who lived in Oslo for seven years, who is introducing Kos Sauna, the first floating sauna to open on Saratoga Lake in Saratoga Springs, NY, scheduled to debut in September 2025. Kos "koos" translates from Norwegian as a concept meaning cozy joy—simplicity that fosters small delights and community. Sound familiar? Well, let's get to it. From the floating sauna bench in Oslo Norway, I am pleased to bring you this episode of Sauna Talk!

This episode of Sauna Talk comes to you from London, England—on the morning after the British Sauna Summit. I meet up with Stig Arild Pettersen, Secretary General of the Norwegian Sauna Association, at Hackney Baths. It's the perfect setting for a conversation about what's happening in sauna culture right now—not just in Norway, but across borders. Stig is also the host of Badstuprat, Norway's version of Sauna Talk, and together we compare notes on what many are calling the "Badstu Boom." From Britain's emerging bathing renaissance to Norway's deeply rooted sauna traditions, we explore how sauna culture is evolving in different parts of the world—and what connects it all. Stig and I share a common appreciation for good heat, authentic sauna experiences, and the positive energy that comes from a culture rediscovering itself. We talk about how sauna lives in the DNA of Norway, much like Finland, and how new generations are helping carry that tradition forward. We also touch on pockets of strong sauna culture in North America—places where climate, water, and heritage have long supported the practice—and how those regions compare to what's happening across the Atlantic. Just hours after this conversation, I'm on a flight from London to Oslo to experience the Badstu Boom firsthand—something special about talking sauna in one country, then stepping directly into it in another. The Sauna Talk global series continues. Good heat knows no borders. From the bench at Hackney Baths, please welcome Stig Arild Pettersen.

Welcome to this special episode of Sauna Talk, recorded at the Culture of Bathing gathering in New York City, January 2025. This is a bit of a two-part conversation. We begin with a behind-the-scenes discussion featuring Adam of Thermë USA, who moderates a panel of public sauna operators from across North America. Together, they reflect on the gathering itself and the growing interest in sauna as a shared, public experience. From there, we move into the live panel discussion, recorded in front of an audience of nearly 100 attendees. Joining the conversation are: Annette, from Tampa Bay, Florida Kelly, from Hudson Valley, New York Stephanie, from Montreal, Quebec Each brings a unique perspective on what it takes to build, operate, and sustain public sauna in their respective regions. What emerges is a snapshot of a movement in progress. Public sauna in North America is still finding its footing—shaped by climate, culture, regulation, and community—but there's a clear and growing momentum. These are the voices helping define what that future looks like. From New York City, please enjoy this special episode of Sauna Talk.