Sauna and Spa Market Report 2026

The sauna and spa market size has grown strongly in recent years. It will grow from $4.18 billion in 2025 to $4.42 billion in 2026 at a compound annual growth rate (CAGR) of 5.7%. The growth in the historic period can be attributed to growth of wellness tourism, increasing urban stress levels, expansion of hospitality sector, rising disposable income, cultural acceptance of spa therapies.

The sauna and spa market size is expected to see strong growth in the next few years. It will grow to $5.43 billion in 2030 at a compound annual growth rate (CAGR) of 5.3%. The growth in the forecast period can be attributed to increasing focus on preventive healthcare, growth of holistic wellness trends, expansion of hotel spa facilities, adoption of digital wellness solutions, rising demand for premium self care experiences. Major trends in the forecast period include rising demand for wellness and stress relief services, growth of luxury and experiential spa offerings, increasing adoption of smart sauna and spa equipment, expansion of medical and therapeutic spa services, integration of personalized wellness programs.

The growing popularity of wellness tourism is expected to drive the expansion of the sauna and spa market in the coming years. Wellness tourism involves travel experiences focused on enhancing holistic well-being, including activities such as spa therapies, yoga retreats, and healthy dining choices. The increasing momentum of wellness tourism is fueled by a rising demand for holistic health experiences, stress relief, and personal rejuvenation. Wellness tourism increases the demand for sauna and spa services as travelers seek relaxation and renewal, thereby encouraging business growth and innovation within the industry. For example, in January 2024, according to the Global Wellness Institute, a US-based nonprofit organization, the global wellness industry was valued at $5.6 trillion in 2023 and is projected to grow at an annual rate of 8.6%, surpassing $8.5 trillion by 2027. Additionally, the wellness tourism sector in North America reached $266.8 billion in 2022. Therefore, the rise in wellness tourism is driving the growth of the sauna and spa market.

Major companies in the sauna and spa market are concentrating on introducing advanced solutions to gain a competitive advantage. One such innovation is contrast heat therapy sauna products, which employ alternating hot and cold treatments to enhance blood circulation, reduce inflammation, and promote healing, offering holistic wellness benefits for both the mind and body. For example, in May 2023, Plunge, a US-based cold plunge company, unveiled the Plunge Sauna, a groundbreaking addition to its product line aimed at enhancing wellness through heat therapy. This sauna, suitable for modern homes, gyms, or spas, complements Plunge's renowned cold plunge, providing contrast therapy known for its ability to enhance blood circulation, alleviate inflammation, and accelerate healing through alternating hot and cold treatments.

In January 2024, Kohler, a US-based provider of bath and kitchen products, made a strategic move by acquiring KLAFS for an undisclosed amount. This acquisition is aimed at expanding Kohler's presence and offerings in the luxury kitchen and bath market by integrating KLAFS' expertise in saunas, steam rooms, and other hydrothermal features. KLAFS, headquartered in Germany, specializes in manufacturing wellness products such as saunas, steam baths, infrared cabins, and pools, aligning well with Kohler's commitment to providing premium solutions for relaxation and rejuvenation.

Major companies operating in the sauna and spa market are Jaquar Group, Kohler Co, Pentair plc, Roca Sanitario S.A, Fluidra S.A, Harvia Oyj, Scandia Manufacturing Ltd, Sunlighten Inc, Health Mate Sauna Corporation, TyloHelo Group AB, EOS Saunatechnik GmbH, Narvi Oy, Sauna360 Group Oy, Almost Heaven Saunas LLC, Effegibi Srl, Inca UK Ltd, Superior Sauna & Steam, QCA Spas Inc, Sanspa Industrial Guangzhou Co. Ltd, Crystal Leisure Swimming Pools Ltd, Aqualine Saunas, Physiotherm GmbH, SAWO Inc.

North America was the largest region in the sauna and spa market in 2025. Europe is expected to be the fastest-growing region in the forecast period. The regions covered in the sauna and spa market report are Asia-Pacific, South East Asia, Western Europe, Eastern Europe, North America, South America, Middle East, Africa. The countries covered in the sauna and spa market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Taiwan, Russia, South Korea, UK, USA, Canada, Italy, Spain.

The sauna and spa market consists of revenues earned by entities by providing services such as facials, body treatments, and salon services. The market value includes the value of related goods sold by the service provider or included within the service offering. The saunas and spas market also includes sales of traditional Finnish saunas, infrared saunas, hot tubs and jacuzzis, and sauna accessories. Values in this market are ‘factory gate’ values, that is the value of goods sold by the manufacturers or creators of the goods, whether to other entities (including downstream manufacturers, wholesalers, distributors and retailers) or directly to end customers. The value of goods in this market includes related services sold by the creators of the goods.

The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD unless otherwise specified).

The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.

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