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64-69 SAUNAS:SPN Master pages 13/9/08 00:35 Page 3
THIS: Infrared heaters have become one of the biggest developments in sauna technology
TOP LEFT: Saunas now look good as part of the bathroom experience
or in smaller leisure centres where space is critical
BOTTOM LEFT: Outside saunas are popular as part of an outdoor pool area
he growth of UK sauna sales is not The steady growth of the sauna sector is is at the centre of interest in seeing a sauna
a fluke. Nor in the midst of the linked to the product development that has as a part of the package to members.
toughest trading conditions for 20 occurred in recent years. There has been a Matt Windeatt is Operations Manager at
years is it a surprise for industry huge increase recently of investment in new Basingstoke Leisure Centre and the
experts who confidently claim that of all technology, the saunas now coming to investment made in a sauna and separate
the sectors linked to the specialist trade it market are more sophisticated, both in steam room he claims has brought a new
is the one most likely to buck any terms of technology and aesthetic appeal, dimension to membership.
downward trend in the overall market. and those in the know have realised the “We are aware that members use the
The market, distributors say, has changed potential of these developments. sauna and steam rooms for very different
gear alongside the growth in the well being Swedish sauna manufacturer Tylö has purposes. Those members who are
market where saunas are now an seen first hand quality and the total sauna seriously training use it as part of the
indispensable part of the leisure and steam experience builds strong fitness programme. It gives the right sort
experience. customer loyalty. The family-run business of warm down. At the other end of the
The fears of the health risks associated which last month changed hands in a deal scale we have members who come for a
with saunas have diminished and more which links it with another top UK brand swim who round the whole experience off
positive benefits have emerged Helo, has built a €36m market with its with a sauna and steam room. Our
strengthening the case for both saunas main markets in Sweden, Russia, Norway research shows it’s one of the reasons
and steam rooms. and France. membership has accelerated even in times
A record number of local leisure The company has had a 25 year where money is tight. People will always
facilities are now said to be investing or relationship with distributors Golden Coast pay to stay and feel healthy.“
considering investment into saunas in in the UK. Kicki Carlsson-Boyd at Dröm UK agrees
particular to help members improve their Says Shaun Adams: “There is a huge that the market is strong.
fitness and wellbeing. new wave of interest in saunas which is I “It’s really all to do with well-being and
For the specialist pool industry, it admit difficult to quantify but it is all part health and that is what is important to
remains an opportunity to increase of the well being experience. Price is a the market.
business, tied in to what insiders are factor in one respect but not in another as The poor economic climate doesn’t seem
reporting that people now expect an all- buyers are aware of the quality and the so far to have made an impact on sales.
round experience when they visit their support from the brand.” “We continue to do well and because
local pool or fitness centre and that The potential isn’t limited to commercial we are really focused on the high end of
experience must include a sauna. or private swimming pools. The expansion the residential market and it’s the best
“I think a leisure club with a pool and of independent fitness and leisure centres place to be.”
without a sauna is now seen to have
something missing,“ said one distributor
focussed on the commercial market. “We
have never known such a high level of
interest as the past few months. Our task is
to convert the interest to sales but we
can’t complain about the interest there is
out there.”
Saunas, which are commonly used as an
aid to improve health, are fast becoming an
increasingly relevant part of pool market.
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OCTOBER 08 swimming pool news 65
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