Danish homeowners drive surge in outdoor wellness with saunas and cold plunge pools

Danish companies report record demand for outdoor wellness products like saunas, spa baths, and wild swimming pools as homeowners invest in backyard relaxation, according to a report by national broadcaster DR.

Morten Enevold Vestergaard, owner of SPA Kompagniet, describes the trend as “massive month-on-month growth,” with annual sales now reaching thousands of outdoor spa units. “The pandemic accelerated it, demand dipped slightly afterward, but now interest is higher than ever,” he said. He attributes the shift to a desire for “social presence” over screen time, combined with a growing focus on nature and personal well-being.

Social media reflects the trend, with Danish Facebook groups dedicated to home saunas gaining thousands of members in recent years. At Denmark’s largest construction exhibition in Middelfart, organizers recently expanded their outdoor wellness display area due to overwhelming demand. Commercial director Peter Holm Nielsen notes that exhibitors report “a huge focus on health and lifestyle,” with consumers seeking “tranquility and recovery” through products like cold plunge pools, wild swimming tubs, and saunas ranging from 25,000 to 250,000 Danish kroner (approximately €3,350–€33,500).

Ann Lehmann Erichsen, a consumer economist at AL Sydbank, links the spending to health priorities. “People want to live longer,” she said, acknowledging the contrast with broader economic struggles like high fuel costs. She compares the trend to past luxury home trends—like the 1980s pool craze or 1970s indoor saunas—that eventually faded for most households. “These fads come and go,” she said, predicting the outdoor wellness boom may last “around five years” before shifting again.