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Written by Elma Steven | Updated on March, 2024

How to Start a Sauna Business

How to Start a Sauna Business?

Detailed step by step process to avoid guesswork and find out how to start a sauna business? Go through the initial summary of each of the 5 steps- Research & Idea Validation, Legal Structure & Registration, Capital Raising, Kickstarting the Sauna Business and Monitoring & Evaluation. Take a deep dive into the details to start your Sauna business. Don’t forget to write a comprehensive sauna business plan to write down your idea on paper as it will help your validate the concept and identify gaps which might have been missed during the ideation process.

5 Important Steps to Start your Sauna Business

The mentioned steps will save you at least 2 months of research as we spent more than 2 months to write this article. Check the summary of each section and later we will take a deep dive into the overall process to start your sauna business.

Research and Idea Validation

Get your sauna company off the ground by doing thorough market research to learn about client tastes and the competition. Learn about the most popular sauna kinds (such as traditional Finnish saunas and infrared saunas), where people would want to have them installed, and how much they are willing to pay. Consider local interest in health and fitness, demographic trends, and cultural preferences towards sauna usage in order to do a cost-benefit analysis and determine the feasibility and possible profitability.

Legal Structure & Registration

Decide on a suitable business entity, such as a Limited Liability Company (LLC) or Corporation, for your sauna venture. Complete all necessary legal formalities, including obtaining specific permits related to health and safety, and licenses for operating a wellness facility. This process may vary depending on your location and might include inspections and approvals from health departments or other regulatory bodies.

Capital Raising

Investigate various funding avenues, including personal savings, business loans, or finding investors who have an interest in wellness and lifestyle businesses. Precisely calculate the required capital for setup costs (like sauna installations, venue renovation) and running expenses (maintenance, utilities, staff salaries). Consider the cost of high-quality sauna equipment, which can be significant but crucial for long-term success.

Kickstarting the Business

Pick a spot that speaks to your ideal customers; for example, affluent neighborhoods, places that prioritize health and wellbeing, or locations close to fitness facilities are great options. Spend your money on high-quality sauna facilities that provide a range of possibilities, such as steam rooms, infrared saunas, and a cold plunge pool for contrast treatment. In a sauna company, the atmosphere is everything, therefore it’s important to make sure the place is calm, tidy, and cozy. Improving the client experience is possible via the hiring of competent personnel, particularly those with backgrounds in wellness or spa services.

Monitoring and Evaluation

You should check the state of your sauna company’s finances on a regular basis. Budgeting, learning about income sources (such as memberships, day passes, or supplementary wellness services), and cost evaluation are all part of this. In order to learn about client preferences and enhance services, it is essential to collect feedback. To stay profitable and react to market requirements, monitor key performance measures including customer retention rates, average expenditure per customer, and occupancy rates throughout the day or week.

Now Lets take a Deep Dive into Each of the 5 Steps

Research and Idea Validation

Idea validation involves collection relevant information through industry analysis and creating a financial model to find out if a certain amount of investment will be enough, how long it can take to be profitable, analyzing various scenarios by playing with different cost and prices, etc. Bypass the guesswork and go through concrete planning to get the best possible results.

Market Research

Identifying Target Market

  • Demographic Research: Focus on populations likely to seek sauna services, such as fitness enthusiasts, wellness-focused individuals, and middle to high-income groups. Affluent neighborhoods and areas with a higher concentration of gyms or wellness centers are ideal.
  • Geographic Considerations: Different locations cater to distinct demographics. A sauna in a bustling city center, like San Francisco, might attract busy professionals, while a suburban location might attract families or older clientele seeking relaxation and health benefits.

Competitor Analysis

  • Service Assessment: Visit nearby saunas and wellness centers. In areas with a strong focus on health, like Portland, Oregon, competitors might offer additional wellness services like massages or aromatherapy, which could be potential differentiators.
  • Pricing Strategies: Analyze how competitors set their prices. In high-cost living areas like New York City, sauna services may command premium pricing.

Customer Preferences and Needs

  • Surveys and Interviews: Directly engage with potential customers in your target area to understand their preferences. In colder regions, such as Minnesota, customers might value a warm and cozy relaxation space adjacent to the sauna.

Feasibility Study and Cost-Benefit Analysis

Estimating Start-Up Costs

  • Location Costs: Rent in high-traffic areas or upscale neighborhoods, like downtown Seattle, could be considerably higher. Leasing costs can vary widely based on location and size.
  • Equipment Expenses: The cost for high-quality sauna equipment, including traditional steam saunas and modern infrared saunas, could range from $50,000 to $200,000 depending on the technology and scale.

Operational Costs

  • Utilities: Utility expenses can vary, with electricity and water being significant costs, especially in states with higher utility rates.
  • Maintenance and Repairs: Allocate around 2-3% of gross revenue for regular maintenance to ensure a safe and pleasant customer experience.

Revenue Projections

  • Service Pricing: Price your services based on local market conditions and costs. In affluent areas or cities with a high cost of living, pricing can be adjusted accordingly.
  • Additional Revenue Streams: Consider adding complementary services like wellness workshops, massage therapy, or health-focused retail products, which can contribute significantly to your revenue.

Break-Even Analysis

  • Calculating Break-Even Point: Determine all costs against projected revenue. For instance, if your monthly expenses are $15,000 and you charge an average of $30 per sauna session, you would need 500 sessions per month to break even.

Risk Assessment

  • Market Risks: Be aware of factors like shifts in health trends or economic downturns, which could affect demand for luxury wellness services.
  • Operational Risks: High-quality sauna equipment can be expensive to repair or replace. In high-use settings, the risk of equipment failure could be greater, necessitating a solid contingency plan.

This comprehensive approach to market research and validation for a sauna business provides critical insights into the specific needs of the market, helping you make informed decisions and tailor your services to meet customer expectations and achieve business success.

Company registration involves choosing a business structure (e.g., LLC, corporation), selecting a compliant business name and filing necessary documents with a state agency typically the Secretary of State. This includes filing Articles of Organization or Incorporation and obtaining an Employer Identification Number (EIN) from the IRS for tax purposes. The process may also require securing relevant business licenses, registering for state taxes and appointing a registered agent for legal correspondence.

Establishing a sauna business requires detailed planning and adherence to specific legal, regulatory, and operational guidelines. These decisions are crucial for managing liability, taxation, and ensuring efficient operations.

steps to register your winery business

Choosing the Right Legal Structure

Sole Proprietorship

Simplest form with minimal regulatory requirements.

Full owner control but personal liability for debts and legal issues.

Ideal for small, low-risk sauna ventures, possibly in quieter neighborhoods or smaller towns.

Limited Liability Company (LLC)

Merges ease of a sole proprietorship with a corporation’s liability protection.

Personal assets are safeguarded against business liabilities.

Suitable for saunas in busier urban areas or wellness centers, where legal risks are higher.

Flexible tax filing options (as sole proprietor, partnership, or corporation).

Corporations (C-Corp and S-Corp)

  • C-Corp: Treated as a separate tax entity, incurs double taxation but facilitates raising capital through stock.

Ideal for larger sauna establishments targeting expansive growth and investment.

  • S-Corp: Income passed directly to shareholders to avoid double taxation.

Limited to 100 shareholders, who must be U.S. citizens or residents.

Best for medium-sized sauna businesses seeking growth with fewer tax burdens.

legal structure and registration for winery business


Optimal for starting a sauna business with partners.

Requires a comprehensive partnership agreement for responsibilities, profit sharing, and conflict resolution.

Varieties include General Partnerships, Limited Partnerships (LP), and Limited Liability Partnerships (LLP).

Registration Process and Compliance

Business Name Registration

Ensure a unique name conforming to state standards.

Register with the Secretary of State or local authority.

Licenses and Permits

General business license from local government.

Sauna-specific licenses may be needed, depending on location.

Adherence to health and safety standards, including possible health department inspections.

Environmental permits for water and energy usage.

Tax Registration and Employer Identification Number (EIN)

Obtain an EIN for tax purposes.

Register for state and local taxes.

Zoning, Land Use, and Building Compliance

Confirm zoning appropriateness for a sauna.

ADA compliance and local building codes, especially for public health and safety.


General Liability Insurance for customer-related incidents.

Property Insurance for equipment and premises.

Workers’ Compensation for employee protection.

Banking and Financial Setup

Establish a business bank account separate from personal finances.

Consider credit options for operational funding.

Seeking Professional Assistance

Legal Counsel: For guidance on legal structure, contracts, and local compliance.

Financial Advisor or Accountant: For tax strategy, financial management, and accounting setup.

By carefully navigating these aspects, your sauna business can establish a legally compliant, financially sound, and operationally efficient foundation, paving the way for sustained success and growth.

Capital Raising

In order to raise capital for your business you need to figure out certain stuff such as how much funding do you need, how will you use the funds, etc. The capital raising process will vary from business to business as the needs and requirements are different. Also make sure that you are not too much dependent on debt for your sauna business.

Raising capital for a sauna business involves a strategic approach, taking into account different funding sources and estimating the necessary capital requirements. Here’s a detailed guide with examples

Estimating Capital Requirements

Initial Capital

Start-up costs depend on factors like location, size, and quality of facilities.

For example, leasing a space in an upscale area might cost $4,000 to $6,000 monthly. High-quality sauna equipment can range from $2,000 to $5,000 per unit.

Operating Capital

Funds to cover at least 6 months of expenses are crucial. This includes utilities (around $1,500 to $3,000 monthly), staff salaries, maintenance, and marketing efforts.

Sources of Capital

  • Personal Savings: Suitable for those with enough savings who want full ownership control.

E.g., Using $60,000 of personal savings for initial setup and equipment down payment.

  • Bank Loans: Traditional loans can finance most start-up costs.

Example: Securing a $200,000 loan at a 5% interest rate for 10 years.

  • SBA Loans: SBA 7(a) loans provide favorable terms, with government backing reducing lender risk.
  • Equipment Financing: Loans specifically for purchasing sauna and wellness equipment.

E.g., A $120,000 equipment loan at a 6% interest rate for sauna installation.


Angel investors or venture capitalists for significant capital injection.

Example: Offering 25% equity in your business for a $250,000 investment.

Considerations for Capital Raising

  • Debt vs. Equity Financing: Assess the benefits and drawbacks of each. While loans require repayment with interest, they don’t dilute ownership. In contrast, equity financing reduces control but doesn’t need repayment.
  • Financial Projections: Detailed forecasts showcasing fund utilization and expected revenues. For example, projecting a break-even point within 18 months with increasing membership enrollments.
  • Credit Score and History: A strong personal and business credit score is vital. For instance, a score of 720 or higher can secure better loan terms.
  • Professional Advice: Financial advisors can aid in crafting a solid business plan. Legal counsel is crucial for understanding investor or lender contracts.

In summary, securing the right blend of funding for your sauna business involves balancing personal investments, loans, and potential equity sales. Each funding source offers unique advantages and challenges, and a clear understanding of their implications, combined with detailed planning and professional advice, is essential for successful capital raising.

Kickstarting the Sauna Business

Now you have completed your due diligence process before starting your winery business and feel confident to get started! The implementation phase will also require a ton of planning and initially try to invest less and get more end user feedback to make sure that you do not create something which is not going to be accepted by the market.

Launching a sauna business involves a series of strategic decisions and meticulous planning. Here’s a detailed guide with examples to help you get started:

Location Selection

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  • Site Analysis: A location in a health-conscious community or near a fitness center, in a city like Boulder, Colorado, could be ideal. Proximity to upscale neighborhoods or wellness centers ensures a consistent customer base.
  • Lease Negotiations: Seek a lease that benefits your business, like a 5-year term with initial months at a reduced rate. This approach can lower early operational costs.
  • Accessibility: Select a site with high visibility and easy access, preferably with parking facilities. A location near a popular health club, for example, would be beneficial.

Facility Setup and Equipment Installation

  • Selecting Sauna Equipment: Choose a combination of traditional and infrared saunas. For example, 3 traditional saunas ($3,000 each) and 2 infrared saunas ($4,500 each).
  • Maintenance Contracts: Establish maintenance agreements with suppliers. Regular upkeep avoids expensive repairs and ensures continuous service.
  • Efficient Layout: Design a layout that optimizes space utilization and provides a relaxing experience. Considerations include separate changing and shower areas, and a relaxation zone.

Interior Design and Amenities

  • Customer-Friendly Environment: Aim for an inviting and tranquil interior. Use soothing colors, comfortable seating, and elements like soft lighting and peaceful music.
  • Additional Amenities: Provide features like locker rooms, a wellness bar with healthy refreshments, and a quiet lounge area. These can enhance the overall customer experience.

Staffing and Training

  • Hiring: Employ skilled staff for customer assistance and facility maintenance. For instance, hiring experienced wellness staff and cleaners.
  • Comprehensive Training: Ensure staff are well-trained in sauna safety, hygiene standards, customer service, and emergency procedures.

Setting Up Operations

  • Utility Arrangements: Ensure utilities are equipped for high-energy sauna equipment. Work with providers for optimal service rates.
  • Safety Protocols: Implement safety measures such as anti-slip flooring, clear emergency exits, and regular equipment checks.
  • Payment Solutions: Offer modern payment options, including online bookings and membership packages, alongside traditional payment methods.

Marketing Strategy

  • Building Hype: Generate interest before launch through targeted social media campaigns and wellness-focused partnerships.
  • Grand Opening: Host an opening event with incentives like “First Session Free” or discounts for initial memberships to attract early customers.
  • Loyalty Programs: Create programs to encourage repeat visits, like a complimentary session after five visits.

Compliance and Insurance

  • Regulatory Adherence: Stay updated with all relevant health and safety regulations, including regular health inspections and compliance with spa and wellness facility standards.
  • Insurance Coverage: Secure comprehensive insurance covering property, liability, and employee-related risks.

In summary, starting a sauna business requires a combination of well-thought-out location choices, effective facility setup, a customer-focused approach, efficient operations, proactive marketing, and adherence to regulations and safety standards. Each step is crucial in building a successful sauna venture that offers a unique and relaxing experience to its clientele.

Monitoring & Evaluation

Quality is the most important monitoring aspect then comes financials and overall operational efficiency. You also need to constantly check out the offering of your closest competitors, learn from their mistakes and include their best offerings. Monitoring the market will help you adjust and anticipate for macroeconomic problems which can help you mitigate risks in the long term.

Ensuring the sustainable success of a sauna business requires a comprehensive monitoring and evaluation strategy, focusing on various aspects from financial health to customer satisfaction, and adapting based on insights gained.

Financial Monitoring

  • Detailed Revenue Analysis: Track revenue streams, such as different types of sauna services. For instance, traditional saunas might generate $2,000 weekly, while infrared saunas bring in $2,500. Analyze trends to identify the most profitable services.
  • Cost Management: Regularly review expenses like utilities, which could range from $3,000 to $5,000 monthly, depending on the size and usage. Compare with industry standards for potential cost-saving areas.

financials for how to start a Freight Broker business

  • Cash Flow Analysis: Utilize accounting tools like QuickBooks for effective cash flow management, ensuring sufficient funds for operational costs.

cash flow for how to start a winery business.

Operational Efficiency

  • Maintenance Logs: Maintain detailed records of sauna maintenance and repairs. Tracking repair frequency can indicate when it’s time to upgrade or replace equipment.
  • Customer Usage Patterns: Monitor peak usage times using software tools. If evenings are busiest, adjust staffing and consider off-peak hour promotions.
  • Inventory Management: Conduct regular audits of supplies like towels, essential oils, or refreshments, adjusting orders based on usage patterns.

Customer Feedback and Engagement

  • Feedback Collection: Implement digital kiosks or online forms for collecting customer feedback. Address common themes, such as requests for additional relaxation areas.
  • Online Reputation Management: Monitor and respond to reviews on platforms like Yelp. A quick response to feedback about amenities can show commitment to customer experience.
  • Loyalty Program Analysis: Evaluate the effectiveness of loyalty programs in retaining customers and adjust based on participation and feedback.

Marketing Effectiveness

  • Campaign Assessments: Measure the impact of different marketing strategies, like comparing the return on investment of social media campaigns versus local wellness events.
  • Promotional Success: Track the success of promotions, such as “First Session Free,” by analyzing customer turnout and revenue impact.

Safety and Compliance

  • Regular Safety Audits: Perform routine checks to ensure all facilities meet safety and health codes.
  • Compliance Checks: Keep updated with local business regulations to ensure ongoing compliance.

Continuous Business Development

  • Market Trend Analysis: Stay informed about industry trends, such as the popularity of wellness programs, and consider incorporating them.
  • Technology Upgrades: Assess new technologies, like online booking systems, for potential adoption to enhance customer convenience.

Employee Performance and Development

  • Regular Staff Reviews: Conduct performance reviews to discuss achievements and areas for improvement. Recognize staff who consistently receive positive customer feedback.
  • Training Programs: Offer training on new wellness trends or customer service techniques to improve staff skills and service quality.

By implementing a detailed monitoring and evaluation system, you can make informed decisions to enhance the efficiency and profitability of your sauna business. Regular assessments in these key areas allow you to adapt to market changes, optimize operations, and improve customer satisfaction, setting the stage for long-term success.

Frequently Asked Questions on Sauna Business

Consider designing your sauna with unique themes or cultural elements to create an inviting environment. Providing amenities like relaxation areas can enhance the overall experience.

Leverage digital marketing, collaborate with wellness influencers, and engage in local wellness events. Offering promotional deals can also attract first-time clients.

Absolutely! Offer services like massage therapy, yoga classes, or wellness workshops to provide a holistic relaxation experience.

Implement rigorous cleaning protocols, ensure regular maintenance of sauna equipment, and adhere to health and safety regulations.

Monitor financial performance, explore partnerships with wellness brands, and continuously adapt your services to meet customer preferences and market trends.