If I had to bottle this year as a sauna essence, it would be something uplifting, grounding, and slightly intoxicating, because 2025 has been a very good blend!
One of the real joys has been seeing sauna rituals recognised at a higher level. Watching more and more sauna businesses and spas embed Aufguss and structured sauna rituals into their regular offerings has been genuinely exciting. I feel it’s a clear sign of maturity and momentum in the industry. This recognition has been echoed in the press, most notably through the wonderful feature in the European Spa Platinum Edition. To see Aufguss explored with such depth, respect, and curiosity, and to be quoted within it, felt like a true moment of arrival, not just for me personally, but for Aufguss as a discipline in its own right.
From a business perspective, I’m incredibly proud (and slightly amazed) that every Anada training course sold out. That speaks volumes about the appetite for quality education in this space. Even more rewarding has been witnessing the journey our new sauna masters embark on. Seeing their confidence, skill, and passion grow over the course of the training is truly inspiring. I’m deeply grateful to Hoar Cross Hall, our main host venue, whose continued support, openness, and beautiful setting quite literally set the scene for learning. And most of all, a heartfelt thank you to everyone who chose Anada to start their sauna journey; it’s an honour to be part of your path.
The absolute highlight of the year was having the Anada Foundation Sauna Master course officially endorsed by HABIA. Industry recognition at that level is huge, marking an important step forward for standards, credibility, and the future of sauna education in the UK.
Alongside this, serving as part of the international Aufguss jury with Aufguss WM has been extraordinary, witnessing breathtaking performances, exchanging ideas across cultures, and travelling as far as Japan, where the respect for ritual and detail left a lasting impression.
I’m also thrilled to continue my role as Director of the British Sauna Society, contributing to the strategic growth of an industry I genuinely love. I’m very excited for the plans and growth we have lined up over the next 12 months.
A huge thank you to everyone who has supported Anada this year. A special shout-out to Katie and Gemma at Kinfolk, who have gone above and beyond at every turn – and, even better, have become wonderful friends along the way. Your support, dedication, and the giggles mean the world.
Looking ahead to 2026, there’s a lot bubbling away, new projects, fresh collaborations, and ideas that are already starting to smell very exciting indeed!
Watch this space. And bring a towel!!