How do we preserve authentic sauna culture while meeting the expectations of a rapidly growing global audience?
That question was at the heart of Auroom Wellness’ workshop, Reimagining Sauna, presented at this year’s World Sauna Forum. The event brought together sauna professionals, enthusiasts, operators, architects, and wellness innovators from around the world to discuss emerging trends, share experiences, and explore the future of the industry.
Led by Auroom Wellness CEO Marten Merdikes, the interactive workshop combined audience discussion, international market insights, and a detailed look at a real commercial sauna project that demonstrates how thoughtful planning, craftsmanship, and collaboration can create lasting impact.
“Sauna culture continues to evolve. The World Sauna Forum is where we meet the people helping shape its future,” said Marten Merdikes.
The session explored how sauna traditions are adapting to new markets and user expectations while remaining rooted in the principles that have defined sauna culture for generations.
One of the workshop’s most engaging discussions focused on how sauna culture continues to develop across different regions.
While Finland remains deeply rooted in tradition, proper löyly, and authenticity, markets such as Germany have elevated sauna through structured wellness programming, professional Aufguss experiences, and dedicated sauna masters.
Elsewhere, including the United States, the United Kingdom, and the UAE, sauna is increasingly connected to recovery, longevity, performance, luxury hospitality, and community driven wellness experiences. In this world sauna ecosystem Estonia holds a special place – it is where sauna traditions, modern technology and different experiences all mold together making it a must destination for all sauna professionals and enthusiasts.
The conversation highlighted a growing reality for the industry: successful sauna projects must balance cultural authenticity with local expectations. Whether designing an indoor sauna for a luxury hotel or an outdoor sauna destination that becomes the centerpiece of a wellness retreat, understanding the end user is more important than ever.
A highlight of the workshop was the presentation of the Lavey Sauna Project, one of Auroom Wellness most recognised commercial sauna developments to date.
The project required six months of planning, followed by two months of production and one month of installation. The result earned international recognition as a Top 3 Wellness & Spa Project at the Thermory Design Awards.
Le Bains de Lavey spa sauna in Switzerland
More than an award-winning project, Lavey serves as a practical example of how successful commercial sauna developments come together through close collaboration between operators, designers, architects, and experienced manufacturers.
For many workshop participants, the case study provided valuable insight into project planning, production timelines, installation logistics, and long-term operational considerations.
Read the full Lavey project story here: https://auroomwellness.com/blog/lavey-sauna-project/
The discussion also explored how modern sauna design is evolving beyond standard specifications and toward more personalised user experiences.
Rain Kalda, Head of Development at Auroom Wellness, emphasised the importance of designing around the people who will ultimately use the space.
“Creating the sauna around people and their needs is our business. Our saunas, built from ready-made modular elements, help raise construction quality while keeping installation simple and reducing project timelines,” said Rain Kalda.
This approach has become increasingly relevant as hospitality operators seek flexible solutions that combine premium design, consistent quality, and efficient project delivery.
Whether developing a bespoke commercial sauna for a wellness destination, an architect designed indoor sauna, or a premium outdoor sauna experience, the ability to simplify construction without compromising quality is becoming a significant competitive advantage.
To explore Auroom’s range of commercial sauna solutions, indoor saunas, and outdoor saunas, visit www.auroomwellness.com .
One of the strongest messages from World Sauna Forum was that the future of sauna will be shaped through collaboration.
As sauna culture continues to expand into new regions and wellness concepts, opportunities for knowledge sharing between manufacturers, operators, designers, sauna masters, and enthusiasts have never been greater.
The conversations that started at the World Sauna Forum are far from over.
If you are planning a new wellness project, exploring commercial sauna solutions, or simply want to exchange ideas about the future of sauna, we would be delighted to continue the conversation. Beyond industry events, we also welcome partners, architects, developers, and sauna professionals to visit the Auroom Wellness headquarters in Estonia, where you can experience firsthand how premium indoor and outdoor sauna projects come to life.
You can also meet the Auroom team at two of Europe’s leading wellness and pool industry events:
Messe Stuttgart, Stuttgart, Germany
6–8 October 2026
Eurexpo Lyon, Lyon, France
17–20 November 2026
We look forward to meeting partners, industry professionals, and fellow sauna enthusiasts as we continue exploring what comes next for the global sauna industry.
Interested in visiting our headquarters or discussing an upcoming project? Contact the Auroom team at info@auroomwellness.com to arrange a visit and discover how we bring award winning sauna experiences to life.
