U.S. And Canada Sauna Market, Competitive Analysis, 2024

Market Overview

The U.S. and Canada sauna market continues to rebalance after the pandemic-era surge in at-home wellness spending, settling into a structurally larger base supported by sustained consumer interest in recovery, sleep, and stress relief. Demand is bifurcated across traditional (electric/wood) and infrared cabins, with hybrid and full-spectrum IR gaining share as brands position around outcomes and convenience. Infrared leaders are scaling with DTC + showroom partners, financing, and accessory ecosystems (red light, salt therapy), while traditional players lean on dealer/contractor networks, kit logistics, and heater leadership.

On the supply side, three dynamics shape the 2024 competition:

• Portfolio consolidation and U.S. expansion: Harvia extends its North American footprint and capabilities (e.g., 2018 AHS acquisition; 2024 ThermaSol steam acquisition), shoring up premium steam/controls and broadening solutions.

• Umbrella brand architectures: Sauna360 unifies Finnleo, Amerec, Helo, and Tylö under one go-to-market, enabling tiered positioning and wider category coverage, including connected controls and commercial solutions.

• Materials & sustainability: Canadian cedar and thermally-modified wood lines (e.g., Thermory) help brands win in outdoor formats (barrel, pod, cube) with durability and premium aesthetics.

Macro tailwinds include: wellness real estate and premium home fit-outs (gyms, cold plunge, sauna suites), which continue post-COVID, and new lifestyle entrants (e.g., Kohler’s 2025 sauna line) signalling broader category pull. Infrared awareness keeps rising in English-speaking markets (celebrity/fitness channels), sustaining consideration for in-home units.

Company Share Analysis, 2024

Harvia Group: Harvia Group is a global leader in sauna and spa solutions, offering a comprehensive range of products, including electric and wood-burning heaters, sauna rooms, control systems, and steam generators. The company’s operations span over 80 countries, with a strong manufacturing presence in Finland, Estonia, the U.S., and China. In North America, Harvia operates through its subsidiaries Almost Heaven Saunas, which manufactures outdoor barrel and cabin saunas in the U.S., and ThermaSol, a U.S.-based steam and digital shower systems brand acquired in 2024.

Key brands/products: Harvia Electric & Wood-Burning Heaters, Almost Heaven Barrel Saunas, ThermaSol Steam & Smart Control Systems.

Key Strategies: Harvia focuses on expanding its North American footprint through strategic acquisitions and localized production. The integration of ThermaSol strengthens its position in the luxury spa and wellness segment, while Almost Heaven supports its growth in the mid-market outdoor category. The company emphasizes innovation in heater design, digital control systems, and energy-efficient solutions. Sustainability remains a core focus, with eco-conscious materials and production methods aligning with its “Relaxing Life” brand philosophy.

Sauna360 Group: Sauna360 Group is a multinational sauna and steam company combining several historic brands, including Finnleo, Amerec, Helo, Tylö, and Kastor. The company operates globally with manufacturing in Finland, Sweden, and the U.S., offering traditional and infrared saunas, steam rooms, and related accessories. It serves both residential and commercial markets across North America.

Key brands/products:Finnleo Traditional & Infrared Saunas, Amerec Steam & Controls, Helo Heaters, Tylö Smart Controls, Kastor Wood Heaters.

Key Strategies: Sauna360 focuses on unified branding and integrated product offerings across its subsidiaries to simplify purchasing and strengthen channel relationships. The group leverages advanced smart control technology and energy-efficient heaters to target premium residential and commercial clients. Its U.S. operations emphasize custom sauna rooms and steam integration, positioning Sauna360 as a one-stop solution provider for wellness environments.

Jacuzzi: Jacuzzi is a globally recognized wellness and hydrotherapy brand that operates across the hot tub, swim spa, and infrared sauna categories. Through its Clearlight Infrared Saunas division, the company offers a range of full-spectrum infrared sauna cabins designed for at-home and commercial wellness use. The division operates manufacturing and distribution centers across the U.S. and Canada.

Key brands/products: Clearlight Sanctuary Full-Spectrum Infrared Saunas, Premier Far-Infrared Series, Clearlight Red Light Therapy & Salt Add-ons..

Key strategies: Jacuzzi leverages its strong wellness brand equity and omnichannel presence to capture growing demand for home-based recovery and relaxation. The company focuses on innovation in full-spectrum infrared technology, low-EMF heater design, and user-friendly app-based controls. Its marketing emphasizes health and rejuvenation benefits, targeting wellness-conscious consumers through DTC channels, showrooms, and spa partnerships across North America.

Sunlighten: Sunlighten is a U.S.-based manufacturer specializing in infrared sauna technology and wellness solutions. The company offers a diverse portfolio of smart, app-connected infrared saunas designed for personal, spa, and fitness applications. It operates primarily through direct-to-consumer channels with distribution in both the U.S. and Canada.

Key brands/products: mPulse 3-in-1 Smart Infrared Sauna, Amplify Full-Spectrum Sauna, Solo System Portable Infrared Dome..

Key strategies: Sunlighten emphasizes clinically validated health outcomes, such as improved circulation, detoxification, and relaxation, supported by patented infrared heating technology. The brand invests heavily in digital marketing and influencer-led wellness education to reinforce its premium position. Product differentiation stems from app-enabled customization, high build quality, and integration of red-light and acoustic resonance therapy features.

Thermory: Thermory is a European company specializing in thermally modified wood products for saunas, spas, and architectural applications. In North America, Thermory USA supplies materials and prefabricated saunas under its Auroom brand, targeting the premium design and construction market.

Key brands/products: Thermory Thermally Modified Wood, Auroom Prefabricated Saunas, Sauna Interiors & Accessories.

Key strategies: Thermory differentiates through sustainable forestry practices and proprietary wood modification technology that enhances durability and resistance to moisture. Its strategy in the U.S. and Canada centers on partnerships with architects, designers, and contractors to position Auroom as a design-forward, eco-friendly alternative to traditional cedar saunas. The brand emphasizes Scandinavian craftsmanship, modular customization, and long product lifespans as competitive advantages.

Strategy Mapping

New Product Launches:

Product innovation remains the central growth lever in the U.S. and Canada sauna market. Manufacturers are introducing smart controls, sustainable materials, and hybrid technologies that merge traditional heating with infrared or steam functionalities. New models emphasize digital integration, energy efficiency, and aesthetic customization to cater to evolving consumer preferences for wellness-oriented and connected home environments. 

Harvia Group

New Store Opening:

Physical showrooms and partner displays have emerged as key engagement channels, enabling customers to experience the product’s design, craftsmanship, and performance first-hand. This strategy enhances brand trust and facilitates premium positioning across urban wellness centers and retail partners.

Jacuzzi

Collaborations:

Collaborations across design, technology, and wellness organizations allow sauna manufacturers to integrate complementary innovations-such as smart control ecosystems, sustainable materials, or evidence-based health validation-enhancing brand credibility and market reach.

Harvia Group & ThermaSol

Improving Supply Chain:

Supply chain optimization remains critical as consumer demand grows for customizable and quick-installation wellness products. Companies are modernizing production facilities, adopting lean manufacturing, and building localized assembly hubs to reduce lead times and improve service responsiveness.

Saunacore

Advertising Campaigns:

Strategic advertising initiatives in the sauna industry focus on wellness education, digital engagement, and lifestyle positioning. Brands are increasingly leveraging online storytelling, influencer campaigns, and video marketing to build awareness around the benefits of sauna therapy and reinforce their wellness-oriented brand image.

Sunlighten

Market Development:

Market development strategies aim to expand sauna adoption beyond the traditional luxury segment. Brands are entering new demographic and professional channels-such as home fitness, rehabilitation, and biohacking markets-through educational programs and B2B collaborations.

Sauna360

Mergers and Acquisitions:

Mergers and acquisitions continue to reshape the North American sauna landscape, consolidating expertise, expanding portfolios, and strengthening global footprints. Larger players are acquiring niche or technology-focused companies to accelerate innovation and capture new customer segments.

Harvia Group