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The traditional Finnish sauna culture is gaining popularity in the US as part of the wellness trend, experiencing significant growth. Minnesota, in particular, is emerging as a central hub for this industry, fostering many successful business ventures.

US Sauna Industry Heats Up, Minnesota Becomes Hub

The sauna industry in the U.S. is rapidly growing, with the ancient Finnish tradition gaining traction for stress relief and enhanced well-being. Minnesota, with its deep history of Finnish immigration, is playing a central role in the spread of sauna culture. Katie Usem, owner of Sisu + Löyly sauna in Grand Marais, invested $1 million to start her business on the shores of Lake Superior and is now expanding, operating both floating saunas and mobile saunas. Justin Junttunen, a sixth-generation Finnish American who leads Cedar & Stone Nordic Sauna in Duluth, also operates two wood-fired saunas and cold plunge facilities. He ships more than 10 saunas nationwide each month and has a waiting list of over a year.

Wellness Benefits of Sauna and Expert Advice

Glenn Auerbach, publisher of the 'Sauna Times' newsletter, describes the 'trinity' of sauna as heat, steam, and ventilation. He emphasizes that while saunas can contribute to overall well-being, such as improved sleep and pain relief, specific health claims should be made with caution. Since Finnish immigrants brought this tradition to Minnesota in 1864, sauna culture today offers a vital space for relaxation and recovery for many Americans, with active investments being made in related fields.

*Source: YouTube: PBS NewsHour (2026-03-10)*

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