For centuries, the pub has been the beating heart of social life in the UK. Whether it’s a quiet
pint after work or a lively Friday night, the pub has long been the go-to place for catching up
with friends, drowning sorrows, and celebrating victories. But lately, something a little
steamier has been creeping into the social scene – saunas. Yes, you read that right. Could
the sauna be replacing the pub as the ultimate social hotspot?
The Sauna Boom
Saunas have been part of daily life in Nordic countries for centuries, with Finland boasting an
estimated two million saunas, that’s nearly one per household! While the UK has traditionally
associated saunas with health clubs or spas, in recent years, they’ve been popping up in
unexpected places, from converted horseboxes to trendy pop-up events in city centres. The
appeal? A chance to detox, de-stress, and chat – all without the need for alcohol.
A Long-Standing Alternative to Booze
In countries like Finland, Estonia, and Russia, the sauna has always been a central part of
social life, often replacing alcohol-fuelled gatherings. It’s common for business deals to be
discussed in the heat of a sauna rather than over a pint. Even in Germany, public saunas
have long been seen as places to unwind and connect with others in a way that doesn’t
revolve around drinking.
The UK, traditionally known for its pub culture, is starting to see a shift. With alcohol
consumption declining, especially among younger generations, there’s an increasing
demand for alternative social spaces that don’t revolve around drinking. Enter the sauna: a
place where people can chat, relax, and even feel virtuous while doing so.
The Changing Face of British Drinking Culture
Recent statistics show that alcohol consumption in the UK has been steadily declining, with
younger people in particular drinking less than previous generations. The rise of alcohol-free
bars, sober raves, and wellness-focused social events suggests that people are looking for
new ways to bond that don’t involve nursing a hangover the next morning. Saunas fit
perfectly into this shift, offering a feel-good experience without the regrets.
Sauna Festivals Events You Should Know About.
If you thought saunas were just for solo relaxation, think again! Across Europe, sauna
culture is celebrated in big, communal, and often quirky ways:
The Mobile Sauna Festival (Finland) – A parade of creatively designed mobile
saunas (think converted buses, tiny wooden huts on wheels, and even floating
saunas) takes over the city of Teuva every year.
The Sauna World Championships (Estonia, formerly in Finland) – A test of
endurance where contestants see who can last the longest in extreme heat. (Not for
the faint-hearted!)
Sauna Festival, Latvia – A full weekend of sauna rituals, workshops, and relaxation
in the great outdoors, combining ancient traditions with a modern social vibe.
Aufguss Championships (Germany & Italy) – A theatrical experience where sauna
masters put on performances using steam, scents, and storytelling to entertain
sauna-goers.
So, Will the Sauna Really Replace the Pub?
Let’s be honest, the pub isn’t going anywhere anytime soon. But as drinking habits change
and people look for healthier ways to socialise, saunas are carving out their own niche as a
place to connect, relax, and sweat out the stresses of daily life. Who knows? In a few years,
we might be asking our mates, “Fancy a steam?” instead of “Fancy a pint?”
Whether you prefer the clink of glasses or the hiss of steam, one thing’s for sure: socialising
is evolving. And if you can swap a beer belly for a post-sauna glow in the process, well,
that’s just an added bonus!
Would you swap your local for a sauna session?
Photo by Lucy Leo Creative