From Pubs to Saunas, Could Saunas Be the New Pub?

Exploring the social shift

The pub has always been the go-to spot for hanging out with friends, meeting new people, and unwinding after a long day. It's where you go to chat, laugh, and enjoy a drink or two. While saunas have always been known for their health benefits, they’re now quickly becoming the new hot spot (pun intended) for relaxation—and, believe it or not, socializing too! Could saunas be the new pub? It turns out, they have more in common than you might think. Let’s take a closer look at why people are swapping pints for steam, and why saunas might just be the next big thing in social spaces.

Aufguss, the Sauna ritual taking socializing to the next level

Aufguss is a fun sauna ritual where a sauna master pours water with essential oils onto hot stones, creating a burst of steam and refreshing scents. They then use a towel to fan the steam around the room, making the heat feel even more intense. While it’s great for relaxation, Aufguss is also a fantastic way to connect with others. Often done in groups, it turns a solo sauna experience into a shared moment, bringing people together over heat, steam, and the soothing atmosphere.

Aufguss is growing in popularity in the UK, and Sauna 360 is proud to have been part of the very first UK Aufguss Championship, using our saunas to bring this ritual to life. It’s an exciting step forward for sauna culture in the UK and a perfect example of how saunas are becoming more than just a place to unwind—they’re now a social space where people can bond and relax together.

Healthy Socialization in the Heat

Young people are increasingly seeking alcohol-free, healthier ways to socialize. With so many "wellness" trends around, there's also a big need for experiences that are more affordable and accessible. This is where wellness hubs, like saunas, come in. They give you a chance to put down your phone, unwind, and actually connect with others. In a world that’s always online, saunas offer a refreshing break—a place for real, authentic socializing without distractions. It’s a new way to hang out, focus on well-being, and enjoy meaningful connections.

From Any Corner of the World, Sauna Has Its Own Language

For sauna lovers, the sense of community is universal. When traveling to new cities or countries, many people look for a local sauna. Even if you don’t speak the language, the sauna culture feels welcoming and familiar. It’s a place where you know what to do, whether you’re relaxing alone or hanging out with friends. No matter where you are, it’s a chance to soak in the local vibe while enjoying the calming atmosphere of the sauna.

Please note saunas are not intended to diagnose, treat, cure or prevent any disease.