SAUNA BY THE SEA
Author: Scott Chalmers
THE EXPERT: Scott Chalmers, co-founder of Wildwater Sauna, a luxury, wood-fired sauna in Pembrokeshire, Wales. THE TREND: While saunas have long been a Nordic staple, they’re now making serious waves in the UK. According to the British Sauna Society, Finnish-style public saunas have seen a scorching 63% year-on-year rise nationwide from 2024 to 2025, with coastal regions like Wales leading the charge. “People are increasingly seeking new ways to improve their health, de-stress and connect with o...