Sauna bathing is emerging as a popular New Year wellness habit, with growing interest in recovery focused routines that prioritise rest, stress regulation, and long term health rather than high intensity goals.
Rooted in Finnish culture, sauna use is increasingly being adopted across the UK as part of everyday wellness routines. Research suggests that regular heat exposure supports cardiovascular health, reduces stress hormones, aids muscle recovery, and may contribute to improved mental wellbeing.
According to Finnmark Sauna, the UK’s leading specialists in authentic Finnish saunas, this balance between effort and restoration makes sauna bathing a sustainable alternative to traditional New Year resolutions that often focus on doing more rather than recovering better.
Stress regulation and sleep quality
Heat exposure in a sauna is associated with a reduction in cortisol, the body’s primary stress hormone, alongside increased release of endorphins. This combination helps the nervous system shift into a calmer state. Many regular users report deeper sleep for up to two nights following a session, which researchers suggest is linked to the body’s natural cooling phase after heat exposure that signals the brain to prepare for rest.
Mental well-being and emotional balance
Regular sauna use has been linked to fewer symptoms of anxiety and depression. Studies suggest that increased circulation to the brain and higher levels of serotonin contribute to improved mood and mental clarity. Beyond physiological effects, sauna bathing encourages people to slow down, disconnect from screens, and step away from daily pressures, which supports emotional regulation and nervous system health.
Pain relief and muscle recovery
For people living with chronic pain, arthritis, or fibromyalgia, sauna therapy has been shown to ease discomfort. Heat improves blood flow to muscles and joints, reduces inflammation, and creates a mild sedative effect that promotes relaxation. When followed by a cold shower or plunge, circulation improves further and energy levels often increase.
Athletes have long used sauna bathing as part of recovery routines. Research shows post-exercise sauna sessions increase oxygen delivery to muscles, reduce soreness, and accelerate recovery. Pre-exercise heat exposure can also improve flexibility and reduce injury risk.
Cardiovascular health and blood pressure
Inside a sauna, heart rate and circulation increase, producing effects similar to light exercise. Finnish research has found that frequent sauna use is associated with lower risks of heart disease and stroke across different fitness levels. Heat exposure also helps blood vessels relax, improving blood flow and arterial flexibility. Over time, this can lower blood pressure and reduce strain on the heart.
Immune support during winter
Studies suggest that people who use saunas regularly experience fewer colds. Sauna heat gently raises core body temperature, creating a controlled form of heat stress that activates the body’s natural defences. This process helps white blood cells circulate more efficiently, supporting the immune response against winter viruses.
Jake Newport, CEO at Finnmark Sauna, said: “Every January, we see people rethink what self care actually means to them. This year, that’s showing up in the level of interest in heat therapy, from traditional wood fired saunas to infrared home cabins. Searches for ‘sauna’ have risen significantly in recent years, with strong monthly interest. That indicates this isn’t just a trend, as our sales data also shows.
“There’s a clear shift away from guilt driven wellness and towards habits that support recovery and calm. Sauna fits naturally into that. It supports circulation, helps muscles recover, and gives the body a chance to properly unwind from constant digital noise, which many people feel they’re missing at the start of the year.
“What’s interesting is how a much wider audience is embracing sauna culture. It’s no longer seen as niche or reserved for Nordic countries. It’s becoming part of regular wellness routines, particularly among women approaching recovery with the same intention they bring to skincare, sleep, or nutrition. That reflects a broader New Year mindset in which rest is increasingly treated as a pillar of health, not an afterthought.”
The trend is also reflected in the growing number of public saunas opening across the UK, supported by organisations such as the British Sauna Society, where Newport serves as a council representative.