Finnmark Sauna
Finnmark Sauna is a UK specialist in authentic Finnish sauna design, retail, and installation, founded in 2015 by 'The Sauna Twins' Jake and Max Newport. Operating from Spennymoor, it sells 4,500+ sauna products via DTC e-commerce and delivers bespoke sauna and steam-room installations for homeowners, hotels, spas, and commercial wellness operators.
- Company typePrivate
- Founded2015
- HeadquartersSpennymoor, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Finnmark Sauna does
Finnmark Sauna (legal entity Finnmark Limited) is a UK-based specialist in authentic Finnish sauna design, retail, and installation, founded in 2015 by brothers Jake and Max Newport ('The Sauna Twins') and headquartered in Spennymoor, County Durham. The company operates a dual model: a direct-to-consumer e-commerce storefront stocking over 4,500 sauna products — including indoor cubes, outdoor barrel and cabin saunas, electric and wood-burning heaters from Finnish manufacturers (HUUM, Helo, Narvi, IKI, Tulikivi), thermally modified timber, and accessories — alongside a bespoke design-and-install service that has delivered more than 500 custom saunas for private residences, hotels, spas, and commercial operators over the past decade.
The core technology is craft rather than software: bespoke projects are engineered to authentic Finnish sauna standards (thermal mass, ventilation, löyly) using thermo-treated timber and matched heater packages, with detailed drawings, 3D concepts, and on-site fabrication. The product portfolio has expanded beyond saunas into bespoke steam rooms (Hammams, Rasul's, Caldarium, Onsen), mobile sauna trailers, hot tubs, cold plunges, and a recurring maintenance/servicing offering (MOT inspections, timber cutting, staining). Smart WiFi-enabled heater controllers are available as a product feature, but no proprietary AI, ML, or platform technology is in evidence.
Revenue is generated through one-time product sales, project-based bespoke design and installation fees, recurring maintenance contracts, and finance-broker commission via a Novuna Personal Finance partnership offering 0% APR and interest-bearing plans up to £25,000. Go-to-market combines content-led DTC marketing (The Sauna Twins Podcast, educational blog, social media across YouTube, Instagram, TikTok, Pinterest, X, and Facebook), free expert consultations, and an enterprise field-sales motion for commercial projects serving clients such as Tottenham Hotspur, Artotel Battersea Power Station, Shangri-La, The Beaumont Hotel, The Arc Canary Wharf, and Wyld Sauna Liverpool. In December 2025, Finnmark secured six-figure debt funding from Barclays to expand its production facility, grow headcount by 25%, and enter European markets.
Finnmark Sauna firmographics
Firmographics- Name
- Finnmark Sauna
- Legal name
- Finnmark Limited
- Website
- https://finnmarksauna.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Finnmark Sauna is a UK specialist in authentic Finnish sauna design, retail, and installation, founded in 2015 by 'The Sauna Twins' Jake and Max Newport. Operating from Spennymoor, it sells 4,500+ sauna products via DTC e-commerce and delivers bespoke sauna and steam-room installations for homeowners, hotels, spas, and commercial wellness operators.
- Ownership category
- akta.pro rank
Finnmark Sauna industry classification
Industry- Product category
- Saunas and Wellness Equipment
- NAICS
- Ventilation, Heating, Air-Conditioning, and Commercial Refrigeration Equipment Manufacturing (33341), Home Centers (44411)
- SIC
- Heating Equip, Except Elec & Warm Air; & Plumbing Fixtures (3430), Retail-Home Furniture, Furnishings & Equipment Stores (5700), Wholesale-Hardware & Plumbing & Heating Equipment & Supplies (5070)
- akta.pro primary industry
- Sauna & Steam Bath Facilities (HSADAKAC)
- akta.pro secondary industries
- Thermal Baths, Hot Springs & Saunas (Onsen, Hammams, Banya, Sauna Worlds) (THAJAHAD), Luxury / Spa Bathroom Upgrades (Steam Showers, Saunas, Jetted Tubs) (HSAPABAO), Bath Fixtures & Wellness (Showers, Tubs, Steam, Saunas) Showrooms (CRAIAFAD)
Keywords
Where Finnmark Sauna is headquartered
LocationHeadquarters
- HQ city
- Spennymoor
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Finnmark Sauna business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Product Sales (Saunas, Heaters, Timber, Accessories): Finnmark sells a wide range of sauna products including pre-configured indoor saunas, outdoor barrel saunas, cube saunas, cabin saunas, electric and wood-burning heaters, sauna timber (battens, cladding, bench boards), doors, lighting, insulation, controllers, stones, fragrances, and accessories. Products are sold directly through the e-commerce website with pricing from entry-level to premium. Free delivery over £500, with 0% financing available through Novuna. The company holds over 4,500 products in stock at its Spennymoor warehouse.
- Bespoke Sauna Design & Installation: Finnmark designs and installs bespoke saunas for private homes, hotels, spas, wellness spaces, and sports facilities. Projects range from bespoke home saunas to large-scale commercial installations (e.g., 65-person commercial saunas). Revenue is generated through project-based fees for design and installation services.
- Maintenance & Servicing Contracts: The company offers domestic service packages including MOT inspections, full servicing, timber cutting, and timber staining services. These are recurring service revenue opportunities for existing customers.
- Finance Partnership Revenue: Through a partnership with Novuna Personal Finance, Finnmark offers 0% interest free finance (6 or 12 months) and interest-bearing finance (up to 120 months) on purchases. The company acts as a credit broker, earning from the finance arrangement facilitated at point of sale.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Wood Barrel Saunas (2-8 person capacity) |
| Unit Pricing | Pay-as-you-go | Outdoor Cabin Saunas (3-6 person) |
| Unit Pricing | Pay-as-you-go | Premium Outdoor Saunas (6+ person / large) |
| Unit Pricing | Pay-as-you-go | Wood Burning Heaters & Accessories |
| Subscription | Pay-as-you-go | Domestic Sauna Service Package |
| Subscription | Monthly | Finance: 0% Interest Free (6 months) |
| Subscription | Annual | Finance: 0% Interest Free (12 months) |
| Subscription | Monthly | Finance: Interest Bearing (24-120 months) |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels7 records
Finnmark Sauna product offering
Product offeringCore offering
Finnmark Sauna designs, supplies, and installs authentic Finnish saunas for residential and commercial clients across the UK. The company operates a direct-to-consumer e-commerce storefront carrying over 4,500 products (saunas, heaters, timber, accessories) alongside a bespoke design-and-build service for custom home saunas, commercial saunas, and steam rooms. It is supported by an in-house design team, specialist installers, free consultations, and consumer finance options.
Product overview
Finnmark Sauna is a UK-based specialist in authentic Finnish sauna design, offering both bespoke custom-built saunas and a curated range of pre-designed sauna products. The core offering comprises three service/product pillars: (1) Bespoke Saunas — fully custom design and installation for residential and commercial clients, including bespoke saunas, bespoke home saunas, bespoke commercial saunas, and bespoke steam rooms; (2) Pre-designed Sauna Products — factory-built sauna kits including indoor saunas, outdoor saunas (barrel, cube, cabin styles), electric saunas, and wood fired saunas, all sold alongside complementary products including sauna heaters (HUUM, Helo, Narvi, IKI, Tulikivi), sauna wood and timber, construction materials, accessories, steam room equipment, and hot tubs/cold plunges; and (3) Supporting Services — DIY build guidance, maintenance and servicing contracts, and financing options via Novuna Personal Finance. The company operates as both a product retailer (over 4,500 products) and a design/build contractor, serving private homeowners, architects, hoteliers, and wellness operators across the UK.
Differentiator
Problem solved
Functional benefit
Products and services
- Bespoke Saunas
Quantifiable outcome
- Over 500 bespoke saunas designed and built for private homes, hotels, spas, and wellness spaces throughout the UK over more than a decade.
- +2 more outcomes
Companies that use Finnmark Sauna
Customer profileNamed customers8 records
Segments4 records
Ideal customer profiles4 records
Finnmark Sauna technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature3 records
Finnmark Sauna partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- HUUMcoreHUUM is a key heater brand sold by Finnmark, offering premium electric and wood-burning sauna heaters. HUUM products (e.g., HUUM DROP, HUUM Hive, HUUM Steel) are integrated into Finnmark's sauna offerings as matched heater packages for both residential and commercial saunas.
- HelocoreHelo is a leading sauna heater brand sold through Finnmark, including commercial-grade models like the Helo Magma 26kW used in The Arc Canary Wharf project. Helo is a primary heater brand in Finnmark's product lineup alongside HUUM, Narvi, IKI, and Tulikivi.
- NarvicoreNarvi (alongside Kota) is a key brand in Finnmark's heater portfolio, offering wood-burning and electric sauna heaters. Narvi products are stocked and sold through Finnmark's e-commerce platform as part of the company's comprehensive heater offering.
- IKIcoreIKI is a sauna heater brand featured in Finnmark's product range, including the IKI Pillar heater used in projects like the Bespoke Cotswolds Home Sauna. IKI heaters are presented as part of Finnmark's premium heater selection.
- TulikivicoreTulikivi is a premium Finnish heater brand stocked by Finnmark, known for soapstone cladded electric heaters. Featured in projects such as the Tottenham Hotspur Training Ground installation, where a Tulikivi heater was selected for its noble soapstone finish.
- Finnish Bathing Culture Club (FBCC)minorFinnmark is affiliated with the Finnish Bathing Culture Club (FBCC), an organisation promoting authentic sauna culture and Finnish bathing traditions. This affiliation supports Finnmark's positioning as a genuine Finnish sauna specialist.
- Sauna from Finland (SFF)minorFinnmark holds affiliation with Sauna from Finland (SFF), an organisation setting global standards for authentic sauna experiences and representing genuine Finnish sauna culture.
Scale indicators5 records
Recent moves7 records
Expansion highlights5 records
Finnmark Sauna competitors and assessment
Company assessmentBroad incumbents
- Harvia Oyj: Harvia is the largest Finnish sauna heater and sauna solutions manufacturer globally, supplying both residential and commercial markets. It is directly comparable to Finnmark's heater curation (HUUM, Helo, Narvi, IKI, Tulikivi) as a benchmark for authentic Finnish heritage and commercial scale, though Harvia is upstream as a manufacturer rather than a downstream specialist installer.
- Sauna360 (formerly Tylö-Helo): Sauna360 is a major global sauna brand offering sauna cabins, heaters, and controls for residential and commercial use. Comparable to Finnmark's premium residential sauna kits and commercial-grade heaters (Helo is one of Finnmark's partner brands), though Sauna360 operates at much larger scale and through dealer networks across multiple continents.
Direct peers
- Almost Heaven Saunas: Almost Heaven Saunas is a US-based manufacturer and retailer of barrel, cabin, and indoor saunas sold direct-to-consumer. Directly comparable to Finnmark's DTC barrel and outdoor sauna range in product type, customer (homeowner), and channel (own e-commerce storefront), though operating primarily in North America.
- Clearlight Saunas / Sun Home Saunas: Sun Home Saunas (including Clearlight) is a premium infrared sauna brand selling DTC to homeowners. Directly comparable to Finnmark's residential sauna kit business on customer, channel, and price tier, though differentiated by infrared-versus-traditional Finnish technology.
- Alpine Saunas & Steam Rooms: Alpine Saunas is a UK-based supplier of home saunas, steam rooms, and spa equipment. Directly comparable to Finnmark on product, customer (UK homeowner), and channel, though with a more mid-market price positioning and less emphasis on bespoke commercial projects.
Regional players
- Astral Wellness (formerly Helo UK distributor network): Astral operates in the UK and European pool/wellness sector distributing sauna, steam, and spa equipment. Comparable to Finnmark on UK trade distribution of sauna heaters and accessories, though with a broader pool/spa portfolio and less bespoke-design focus.
- Baltic Wellness Group: Baltic Wellness Group supplies saunas, hot tubs, and steam rooms across the UK and Ireland through showrooms and online. Comparable to Finnmark on UK residential sauna retail and product range (barrels, cabins, heaters, accessories), though with broader outdoor leisure focus and less bespoke-design emphasis.
- Saunalife: Saunalife is a US sauna specialist retailer selling barrel saunas, cabin saunas, heaters, and accessories DTC. Comparable to Finnmark on product breadth, customer (homeowner), and channel (e-commerce), though geographically focused on North America.
Emerging players
- Thermory: Thermory is a thermally modified timber manufacturer whose products (Thermo Aspen, Thermo Alder, Thermo Radiata Pine) are stocked by Finnmark. It is an upstream materials peer, comparable on product (sauna-grade timber) and brand association, though it does not sell finished saunas or compete directly in the consumer installation channel.
- Plunge (cold plunge / contrast therapy): Plunge is a US DTC cold-plunge and contrast-therapy brand with adjacent sauna offerings. Comparable to Finnmark as a wellness-recovery brand intersecting with sauna buyers, though differentiated by cold-plunge hero product and digital-native brand-building approach.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Finnmark Sauna social profiles
Digital presenceFinnmark Sauna financial estimates
Financial estimateRevenue estimate
Valuation estimate
Finnmark Sauna leadership team
Management profileNumber of profiles
Profiles2 records
Finnmark Sauna funding detail
Funding detailFunding overview
Funding rounds2 records
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Finnmark Sauna M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Finnmark Sauna
What does Finnmark Sauna do?
Finnmark Sauna designs, supplies, and installs authentic Finnish saunas for residential and commercial clients across the UK. The company operates a direct-to-consumer e-commerce storefront carrying over 4,500 products (saunas, heaters, timber, accessories) alongside a bespoke design-and-build service for custom home saunas, commercial saunas, and steam rooms. It is supported by an in-house design team, specialist installers, free consultations, and consumer finance options.
Is Finnmark Sauna a public or private company?
Finnmark Sauna is a private company. It is classified as family owned and is currently operating.
When was Finnmark Sauna founded?
Finnmark Sauna was founded in 2015. It employs 1 to 10 people.
Where is Finnmark Sauna based?
Finnmark Sauna is headquartered in Spennymoor, United Kingdom, in the Europe region.
How does Finnmark Sauna make money?
Four revenue lines are on record. Product Sales (Saunas, Heaters, Timber, Accessories) is the primary driver. The others are bespoke Sauna Design & Installation, maintenance & Servicing Contracts and finance Partnership Revenue.
Who are Finnmark Sauna's main competitors?
Broad incumbents on record are Harvia Oyj and Sauna360 (formerly Tylö-Helo). Direct peers are Almost Heaven Saunas, Clearlight Saunas / Sun Home Saunas and Alpine Saunas & Steam Rooms. Regional players are Astral Wellness (formerly Helo UK distributor network), Baltic Wellness Group and Saunalife. Emerging players are Thermory and Plunge (cold plunge / contrast therapy).
Does Finnmark Sauna have an API?
No public API is recorded for Finnmark Sauna.
What industry is Finnmark Sauna in?
Finnmark Sauna's product category is Saunas and Wellness Equipment. Its primary akta.pro industry code is HSADAKAC, Sauna & Steam Bath Facilities, with a secondary code of THAJAHAD, Thermal Baths, Hot Springs & Saunas (Onsen, Hammams, Banya, Sauna Worlds). Its NAICS code is 33341 and its SIC code is 3430.