Especially in Scandinavian countries, the concept of a small wooden hut with a stove and bench comes to mind. Traditionally, stoves heat stones to increase the temperature; water is poured atop to create steam. Today, saunas are more often driven by advanced technology, using infrared light. Either way, the process raises the body’s core temperature to the point where it begins to sweat, releasing accumulated toxins and promoting cell turnover.   

Time and a Towel

Like the sturdy Nordics of yesteryear, what’s the best thing to do after a hard day in battle? Detox and relax. And nothing’s changed in the centuries since. Many modern-day Finns consider saunas—their word for “bathhouse”—a cultural necessity; of the five million people living in Finland, three million own saunas. Hence, it’s unsurprising that industries worldwide point to Finland as the leader in sauna innovation.

The U.S. market is also dipping its toes into the sauna world. According to health and wellness market analysis, the sauna and spa market size is expected to grow from $126 billion in 2023 to $181 billion by 2028. And Kansas City is at the forefront.

Sunlighten in Overland Park has mastered the near-, mid- and far-infrared light sauna experience. Owners Aaron and Connie Zack developed the concept of home and commercial saunas in 1999.

“When we started Sunlighten nearly 25 years ago, no one knew or understood what we did,” Aaron says. “Now, not only do they know, [but] 20 to 30 percent of people we talk to have a Sunlighten sauna in their home.”

Since their inspired beginnings, Connie and Aaron have watched the company continue to grow, finding success in their non-traditional, technologically innovative lightwave therapy—globally and locally.

“We’re really proud of how health-conscious our city has become,” Aaron adds. “Our sales used to be strongest in health-minded states like California, Florida and Colorado. Now, sauna sales in Kansas City are surpassing other large Midwest cities that were historically more focused on a healthy lifestyle.”

Bob Osterlund, vice president of custom home builder Starr Homes, sees the upward trend of in-home sauna installation firsthand. “It’s all about attention to self-care coupled with convenience,” he explains. 

Similarly, Scott Bickford, architect and owner of Bickford and Company, receives client requests for in-home saunas at the design phase of new construction. He says that units can be tailored to the homeowner’s specific space and personal requirements. “If you want a small, phone booth-sized unit or a larger unit to accommodate more people, you can find that product in the marketplace,” he notes.

Even mass-marketer Costco is on-trend now, carrying a sauna kit for the experienced DIYer that can be customized for nearly any space—indoors and out.