The sauna scene in Oregon is heating up, and it's not just a trend confined to the Pacific Northwest. This surge in sauna popularity has sparked an intriguing discussion about the cultural significance of saunas and the potential need for regulatory adjustments.
The Sauna Boom
Oregon's sauna business is booming, with a significant increase in the number of saunas popping up across the state. A quick analysis reveals a remarkable trend: of the sauna-related businesses registered since 1973, an overwhelming 72% were established from 2018 onwards, with a staggering 25% registered in 2025 alone. This boom is not limited to brick-and-mortar shops; mobile saunas on trailers and personal saunas in backyards and Airbnbs are also contributing to the growth.
Health and Wellness Benefits
One of the key drivers behind this boom is the well-documented health benefits of saunas. Sweating at near-200-degree temperatures offers a range of advantages, from improved cardiovascular health to mental well-being. For many, like Michael Calcagno, a Portland-area sauna operator, saunas provide a much-needed break from daily stresses and facilitate meaningful conversations.
Regulatory Challenges
However, this surge in popularity has also brought to light some regulatory challenges. As saunas become more prevalent, the existing rules and regulations are being tested. For instance, a dispute over smoke emissions from a wood-burning sauna in Montavilla has highlighted the need for updated government guidelines on wood smoke.
Additionally, the availability of cold plunges, a popular complement to sauna sessions, is restricted by current regulations. Unless emptied after each use, cold plunges are subject to the same requirements as public aquatic venues, which no commercially available options currently meet. This has led to a regulatory gray area, with some saunas offering cold plunges anyway, while others, like Sarah Mayo's Montavilla sauna, are unable to provide this amenity.
The Way Forward
Calcagno, an advocate for regulatory reform, recognizes the potential risks associated with these gray areas and worries about a potential crackdown. He believes that installing a cold plunge that meets the stricter interpretation of Oregon regulations is unrealistic for smaller businesses without significant investor capital.
In the meantime, Calcagno is focusing his efforts on community-building initiatives like the Willamette Sauna Festivaali, which aims to normalize sauna culture and bring people together in a public park setting.
The sauna boom in Oregon is an interesting case study in the interplay between cultural trends and regulatory frameworks. As the popularity of saunas continues to grow, it will be fascinating to see how these challenges are addressed and whether they lead to broader conversations about wellness and community building.
