The passion for saunas continue to grow in North America

by jason_cramp | December 4, 2017 1:31 am

By Rick Mouw

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Depending on the homeowner and what type of lifestyle they live, it might not be immediately apparent, but sauna use and ownership continues to increase in popularity. In fact, many retailers may be surprised to find out just how many people have a secret passion for sitting and sweating on a wooden bench in a hot room.

The growth in sauna awareness can be attributed to a number of factors, including self-educators who are into researching the health benefits of traditional sauna use. These small rooms or buildings, designed as a place to experience dry or wet heat sessions, also tend to have a devoted following who are not shy about sharing the experience with anyone who expresses an interest.

Long traditions

In fact, saunas are nothing new. Nordic and eastern European nations have enjoyed a vibrant sauna culture for hundreds of years—especially Finland—the de facto sauna heartland. By extension, the sauna bathing practice is not actually as brand new to North America as some may think.

It is definitely growing, but it is not necessarily new. For instance, in regions with certain immigrant communities, the sauna is no novelty. For example, in Minnesota, Wisconsin, and northern Michigan, one will likely find masters of heat and steam with generational ties to Nordic Europe. This goes to say, sauna use is not a transient fad, but rather a time-tested practice that has crossed many borders and cultures and, yet, remains intact.

The use of these products are here to stay, as an increasing number of people in Canada and the U.S., continue to realize the possibilities this tradition offers. As a result, this presents numerous opportunities for industry dealers.

To take advantage of the situation, grounding in the best practices of sauna sales is essential. To sell them successfully to a growing market, retailers will need to know and be able to explain how they differ from other similar products, basic operation, and what their benefits are to consumers.

Know the differences

When a customer enters a retail showroom and expresses interest in purchasing a sauna it is great, but does he/she understand what they are asking for? To be able to answer this question, retailers must have a solid understanding as well.

At its most basic definition, a sauna is a wooden room with a high-performance heater. The heater has a cavity—in or around it—that holds stones, and when it is operating, it heats the stones, as well as the air inside the sauna. At the desired temperature, putting water on the heated stones generates a burst of steam. This is an important distinction: a true sauna can produce a dry heat or a humid heat (called a wet sauna). Temperatures can be as mild as 65.5 C (150 F) or as hardy as 93 C (200 F). It is simply a matter of personal preference and comfort level.

Perhaps the customer has heard about a product called an infrared sauna. Strictly speaking, these are not considered a traditional sauna. Yes, it is a wooden room with a bench and heaters, but it uses infrared panels to raise the body’s temperature without significantly raising the air temperature inside the room. Infrared heat also tends to be milder, and the bather cannot use water to generate steam. It is solely a dry-heat, low-temperature experience.

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Many loyal sauna enthusiasts are staunchly opposed to the term ‘sauna’ being applied to an infrared cabin. They feel the term has been misappropriated in a way that robs the true sauna experience of impact. Whether one agrees, disagrees, or really does not care, it is important to know what the customer is looking for.

An infrared sauna might be the correct product for someone who cannot or does not want to endure the extreme temperatures of a traditional sauna. On the other hand, if they are anticipating they will be able to enjoy a good steam soak, a retailer will want to get them him/her into a traditional sauna.

Keep in mind, as saunas continue to gain exposure and interest throughout North America, retailers will run into customers who are going to need help understanding distinctions. For instance, explaining to the customer what the difference is between a steam room and a sauna that is capable of producing steam. The steam generated by placing water on the heated sauna stones is not constant and will dissipate. To maintain a humid environment, water must be reapplied consistently. In contrast, a steam room generates steam continually to create an exceptionally humid environment. It makes sense then that steam rooms are often tiled instead of wood-lined.

Another important distinction to make with a customer is to ensure they understand a sauna is not a spa. Perhaps this seems like a given, but many retailers would be surprised to realize how often customers use these terms interchangeably.

Know the basics

After the sauna is set-up and in place, many retailers may find their customers ask, “Now what?” Some may not even know how to operate and/or enjoy the benefits these units offer.

There are some consistent staples to a traditional sauna bathing experience. For example, it is commonly enjoyed in rounds: sit in the sauna, cooldown outside, sit in the sauna, cooldown outside, sit in the sauna, etc. The length of time someone sits in the sauna and the method for cooling down might vary, however.

For customers who are unsure, retailers can prescribe the following sauna bathing practice:

1. Set the heater so the sauna room achieves the desired temperature, usually between 65.5 C (150 F) and 76.6 C (170 F). For those customers who are a sauna novice, suggest they start at the lower end of this range before working their way up—over several sauna baths—to the higher temperatures.
2. Remove all clothing (except maybe a swimsuit), eyeglasses, contact lenses, jewellery, etc. Suggest they take a quick shower with warm water and soap, or a quick dip in their hot tub or pool prior to getting in the sauna.
3. Enter the sauna initially for about five to 15 minutes. Bathers should bring a towel into the sauna to sit or lay on. He/she should leave the sauna room once they start to perspire freely.
4. At this point, tell bathers to take a cold plunge in their pool, shower, or even a snow bank. Afterwards, they should relax and cooldown for another 10 to 20 minutes.
5. Re-enter the sauna. On this return visit, bathers may wish to sprinkle small amounts of water onto the stones, to create bursts of steam.
6. After the person’s final visit into the sauna, tell them they should relax for at least 20 minutes before showering with soap and warm water. Bathers should finish their shower with cooler water to promote the closure of the pores in the skin. Be sure to tell them they should only get dressed after their bady has cooled down completely.

When advising a customer how to use their sauna properly it is important to tell them to stay hydrated. A bather should drink water before and after taking a sauna to replenish the fluids lost to perspiration.

Know the benefits

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A customer who puts just a little bit of research into the health benefits of sauna use will likely end up with a comprehensive list of the advantages of sauna bathing, as they have been around—in one form or another—for a long time. Today, modern science is catching up, confirming what many have always held to be true about the benefits of sitting and sweating. The following is a list of some of the health benefits a sauna offers:

Calorie burn and weight loss

Sitting in a hot environment causes an aerobic effect: an increased heart rate, which causes a person’s metabolism to rise, prompting his/her body to burn more calories. Using a sauna regularly can be a satisfying addition to any fitness program, as it can be a way to keep things fresh and fun. Note: it is important to rehydrate after a sauna session, replacing any water weight one may have lost.

Improved blood circulation

Another benefit of sitting in a hot room is it gets the heart working faster, which pumps the blood harder, and to accommodate this increase in blood flow, the blood vessels expand, resulting in a temporary lowering in blood pressure. Essentially, by getting the heart worked up, it creates a calming effect with respect to someone’s blood pressure.

Detoxification

The body has a couple of tricks for removing toxins and impurities, and one of those tricks is sweating. When a person sweats, traces of lead, copper, zinc, nickel, and mercury (stuff one picks up from the surrounding environment) are flushed from the system through the enlarged pores of the skin. A sauna aims to make bathers sweat, assisting the body’s natural process for getting the impurities out of the system.

Enhanced immune system

A sauna does not just help rid the body of impurities; it also helps the body to generate some good stuff, too. As the body’s core temperature increases, it is tricked into thinking the person has a fever. As a result, the body kicks up its production of white blood cells. For people who are on the go all the time, using a sauna is one way to decrease his/her chances of catching a cold or flu.

Pain relief

Immersing the body in a pocket of hot air is good therapy for sore joints and achy muscles, as well. For those who suffer from arthritis or other painful ailments, a sauna can be a good method of relief, while for those who live an active, physically and demanding lifestyle, they are a good way to reward the body for doing everything one requires of it.

Endorphin release and stress relief

Endorphins are responsible for that pleasant sense of well-being and satisfaction one gets at the end of a workout. It may be one reason why spending time in a sauna is a good way to shed the stress and tension that often builds up during the day. Many sauna users claim regular usage helps them overcome the effects of insomnia and allows them to sleep better at night.

Healthy skin tone

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Spending time in a sauna helps remove dead cells, relaxes facial tension, improves skin elasticity, and rinses out bacteria, leaving the skin soft, moist, and youthful looking. Some people claim it gives them a ‘just tanned’ look year-round.

Additional advice

Retailers should also point out only a doctor can recommend specific sauna benefits for an individual. Some veteran bathers like to enjoy beer in the sauna, or while cooling off between rounds; however, in general, sauna bathing and alcohol do not mix. Further, pregnant women or individuals with heart conditions should avoid the sauna without the approval of his/her physician.

The long and short of it is sauna use has an impressive history when it comes to health and wellness, and customers will be excited.

Know the options

Retailers preparing to offer saunas for sale to their customers should also become familiar with what choices to offer them. For example, the two main heater options are electric and wood burning. Which is better? Well, this is a subject to debate. Both are perfectly viable options that promote the authentic sauna experience, thus making it a matter of personal preference.

Further, it should be determine whether the customer is set on an indoor or outdoor sauna, how many people they want to accommodate (e.g. just two people or larger groups), and if they prefer a lighter or darker lumber. This author’s company manufactures sauna models designed specifically for outdoor use versus indoor applications, and come in a wide variety of sizes and lumber types.

Once a retailer has nailed down the vision their client has in mind, the sauna supplier will be able to make it happen. For those in the pool and hot tub industry, saunas are a perfect complement to the products they are already selling, as they also help to promote leisure, relaxation, and personal wellness.

For those retailers who are always in the process of developing their brand to accommodate a diverse range of customers, they may have the perfect niche market for sauna sales.

Rick Mo[5]uw is president of Almost Heaven Saunas[6], a Holland, Mich.-based manufacturer of traditional saunas for nearly 40 years. He can be reached via e-mail at rick@almostheaven.com[7].

Source URL: https://www.poolspamarketing.com/saunas/sauna-selling-tips/

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