Finnish public saunas become new social hubs for young adults

Public saunas and ice swimming are surging in popularity among young Finns, with many—especially young women—using them as social meeting places and wellness retreats, reports Finnish public broadcaster Yle.

Roosa Pelto-Arvo, a young adult in Jyväskylä, ends each workweek by immersing herself in an icy lake followed by a session in a public lakeside sauna. “It’s my way of resetting,” she says. For her, the cold water is essential for recovery, while the sauna adds a sense of luxury. She repeats the cycle—two to three minutes in the water, 10–15 minutes in the sauna—three to four times, depending on her stress levels.

The trend reflects a broader shift, according to Carita Harju, director of Sauna from Finland, a network promoting Finnish sauna culture. Public saunas have become “the new pubs,” where young people gather with friends or strike up conversations with strangers. The appeal lies in both the social aspect and the wellness benefits of contrast therapy—alternating between hot and cold—which is believed to improve circulation and reduce inflammation.

Social media has also fueled the trend, with ice swimming and sauna visits becoming popular content. Harju notes that for many young Finns, the sauna has become a “third place” after home and work.

Unexpected demand overwhelms new sauna businesses

In Jyväskylä, the Vuorilampi Sauna World, opened last October by entrepreneurs Oona Manninen and a partner, has struggled to keep up with demand. On peak days, queues have reached 20 people, forcing some to be turned away. “Weekends and smoke sauna evenings during the ice swimming season were the busiest,” Manninen says. While the rush has eased slightly with spring, she admits the popularity caught them off guard.

Most visitors are young women prioritizing wellness, though Manninen credits the central location and novelty factor for the high turnout. She remains uncertain, however, whether visitor numbers will hold through the summer when the ice hole is no longer available.

Pelto-Arvo, who previously lived in Norway where she cold-plunged year-round, believes the practice’s rise stems from its ability to teach mindfulness. “Cold water forces you to be fully present,” she says. “It’s impossible to think about anything else.”