Superior Sauna & Steam

Name

Superior Sauna & Steam

Legal name

Superior Sauna & Steam

Website

https://superiorsaunas.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

Superior Sauna & Steam is a US specialty retailer and manufacturer of premium residential sauna and steam equipment, operating DTC e-commerce, two showrooms in Wisconsin and Minnesota, and community steam experiences. It sells its proprietary Thermory Mod Series alongside Finnish and European brands to homeowner and DIY wellness customers.

Ownership category

akta.pro rank

Product category

Residential Saunas and Steam Equipment

NAICS

Furniture and Home Furnishings Retailers (4491), Warm Air Heating and Air-Conditioning Equipment and Supplies Merchant Wholesalers (42373), Air-Conditioning and Warm Air Heating Equipment and Commercial and Industrial Refrigeration Equipment Manufacturing (333415), Convention and Trade Show Organizers (56192)

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700), Wholesale-Hardware & Plumbing & Heating Equipment & Supplies (5070), Air-Cond & Warm Air Heatg Equip & Comm & Indl Refrig Equip (3585), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Bath Fixtures & Wellness (Showers, Tubs, Steam, Saunas) Showrooms (CRAIAFAD)

Keywords

• Residential sauna kits
• Sauna heaters
• Steam generators
• DIY sauna liner kits
• Sauna accessories

Headquarters

HQ city

Ashland

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D, Others

Revenue model

1. Sauna Product Sales: Revenue from selling pre-built sauna kits, DIY liner kits, and individual components (heaters, doors, accessories, lumber). One-time purchase model with products ranging from entry-level to luxury configurations.
2. Steam Products: Sales of steam generators, boilers, and steam room components for residential steam installations.
3. Events and Experiences: Revenue from community steam events and bookings at The Yard showroom location in Minneapolis, including monthly passes and punch cards.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

Superior Sauna & Steam manufactures and retails residential sauna kits (including its proprietary USA-built Thermory Mod Series, AITO, Leil, Thermory Barrel/Squared, Pure Cube, SaunaBox infrared, and LeisureCraft lines), DIY Cedar and Aspen liner kits, electric and wood-burning sauna heaters (IKI, HUUM, Harvia, Polar, Homecraft, Nippa, Firefly), residential steam generators and boiler systems (Amerec), sauna doors, Thermory lumber, and Cariitti designer lighting and accessories. The company sells directly to consumers through its Shopify e-commerce site superi ORsaunas.com and two showrooms (Ashland, WI headquarters and Minneapolis, MN "The Yard"), with international shipping and a small community-event revenue stream from sauna bookings.

Differentiator

Problem solved

Functional benefit

Brands

• Leil: Luxury outdoor sauna kit brand
• VIM
• Thermory Mod Series
• SaunaBox

Products and services

• Thermory Mod Series Prebuilt Sauna Kits (Mod4/Mod6) Proprietary USA-built modular prebuilt sauna kits with tempered glass doors, R20 sheep's wool insulation, and premium heat-treated Thermory lumber, sold directly to homeowners as indoor or outdoor wellness installations.
• AITO Designer Sauna Kits Premium designer sauna kit collection for residential installation, including outdoor and indoor configurations.
• Leil Luxury Outdoor Sauna Kits Luxury outdoor sauna kits marketed as an at-home retreat, featured in the Superior's Exclusives collection.
• Thermory Barrel Saunas Outdoor barrel-style saunas constructed from Thermory thermo-modified wood, available in outdoor and indoor configurations.
• Thermory Squared Outdoor Saunas Square-format outdoor saunas featuring Thermory thermo-modified lumber construction.
• Pure Cube Sauna Kits Cube-format sauna kits available for both outdoor and indoor installation, designed for modern residential spaces.
• SaunaBox Infrared Sauna Kits Infrared sauna kits using certified materials, offered exclusively through Superior Saunas.
• LeisureCraft Outdoor Sauna Kits Outdoor sauna kit brand featuring Canadian-crafted designs for residential exterior installation, including barrel saunas.
• Sauna Tents & Stoves Portable and temporary sauna solutions including sauna tents and compatible stoves for flexible outdoor and temporary setups.
• Cedar & Aspen DIY Liner Kits DIY liner kits in cedar and aspen wood options for converting existing rooms into saunas, with current promotions bundling a free heater.
• Sauna Doors Complete line of sauna doors including all-glass, half-glass, all-wood, and ADA-compliant options with matching handles and hardware.
• Electric Sauna Heaters Electric sauna heaters from premium brands including IKI, HUUM, Harvia, Polar, and Homecraft, designed for residential sauna installations.
• Wood-Burning Sauna Heaters Wood-burning sauna heaters from IKI, HUUM, Harvia, and Nippa, plus the Firefly portable stove for traditional outdoor sauna experiences.
• Steam Generators & Steam Systems Residential steam room equipment including generators, boilers, benches, doors, and accessories, with Amerec as a primary brand partner.
• DIY Sauna Lumber & Paneling Premium wood materials for DIY sauna construction including Cedar, Aspen, Hemlock, and Thermory thermo-modified lumber, with sample packs available.
• Cariitti Designer Lighting Designer fiber optic and LED sauna lighting, including the Cariitti Starry Sky Ceiling Lights system (priced at $1,600) for premium sauna ambiance.
• Sauna Essentials & Accessories Complete range of sauna bathing essentials including buckets, ladles, thermometers, hygrometers, aromatherapy, soaps, towels, cleaners, wood treatment, sauna wear (hats, robes, dresses), bundles, and books.
• The Yard Sauna Village Community Steam Experiences Community steam sessions at the Minneapolis showroom, sold as single bookings, monthly passes, and punch cards through the Tock booking platform.

Quantifiable outcome

• Burn calories 2x faster through regular sauna use
• +4 more outcomes

Named customers5 records

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

14 partnerships are on record, tiered core, flagship and minor.

• Therme GroupcoreStrategic or Co-development Partner · 12 February 2026Vienna-based Therme Group organized the Culture of Bathe-ing Sauna Festival at Domino Park in Brooklyn. Superior Saunas president and CMO Shaelyn Crutchley produced the on-ground experience. The partnership positions Superior Saunas as a key production partner for major wellness events in the US market.
• Pioneer WorkscoreStrategic or Co-development Partner · 12 February 2026Brooklyn-based cultural organization that collaborated on cultural programming for the Culture of Bathe-ing Sauna Festival, providing author talks, guided meditation, sound journeys, and other cultural programming alongside the sauna experiences.
• Fishko Inc.flagshipGTM or Marketing Partner · 12 February 2026Production partner for the inaugural Culture of Bathe-ing Sauna Festival in New York City, working alongside Superior Saunas to execute the event.
• Athletic Brewing Co.minorGTM or Marketing Partner · 12 February 2026Sponsor of the Culture of Bathe-ing Sauna Festival, providing non-alcoholic beverage options for festival attendees.
• Vital ProteinsminorGTM or Marketing Partner · 12 February 2026Sponsor of the Culture of Bathe-ing Sauna Festival, supporting the wellness-focused event.
• ThermorycoreTechnology or IntegrationExclusive partnership featuring Thermory thermo-modified lumber in Superior's proprietary Mod Series saunas. Thermory is an Estonian company providing premium heat-treated wood known for durability. Superior Saunas markets Thermory lumber as 'the best material in the business' and builds its flagship Mod Series products using Thermory wood.
• IKIcoreTechnology or IntegrationFinnish sauna heater manufacturer. Superior Saunas is an authorized retailer of IKI products including the IKI Original Wood Heater ($3,440) and IKI Pillar electric heaters. Described as 'Classic Authentic Finnish Design.'
• HUUMcoreTechnology or IntegrationPremium electric and wood sauna heaters sold through Superior Saunas, featuring distinctive minimalist Nordic design.
• HarviacoreTechnology or IntegrationFinnish sauna equipment manufacturer offering electric and wood-burning heaters, distributed through Superior Saunas.
• CariitticoreTechnology or IntegrationFinnish designer lighting manufacturer specializing in fiber optic sauna lighting including the popular Starry Sky Ceiling Lights ($1,600). Cariitti products add premium ambiance to sauna installations.
• HomecraftcoreTechnology or IntegrationSauna heater brand available through Superior Saunas. Currently offering free Homecraft stove with Mod4 or Mod6 purchase.
• AmereccoreTechnology or IntegrationSteam generator and equipment manufacturer. Superior Saunas offers Amerec accessories for steam room installations.
• SaunaBoxcoreTechnology or IntegrationBrand partnership featuring SaunaBox infrared saunas using certified materials, available through Superior Saunas.
• LeisureCraftcoreTechnology or IntegrationOutdoor sauna kit manufacturer distributed through Superior Saunas, specializing in barrel saunas.

Scale indicators3 records

Direct peers

• Finnleo: One of the largest North American sauna manufacturers, offering residential and commercial sauna kits, heaters, and controls. Directly comparable to Superior Sauna & Steam as a US-based supplier of modular sauna kits and components with a dealer network.
• Almost Heaven Saunas: Residential sauna manufacturer specializing in barrel, indoor, and outdoor sauna kits, plus infrared models. Competes head-to-head with Superior in the DTC prebuilt kit category, particularly in the Upper Midwest and broader US market.
• Clearlight Saunas: Premium infrared sauna brand selling direct-to-consumer residential infrared cabins with a focus on low-EMF, wellness-positioned designs. Direct competitor in the premium residential sauna segment, especially for infrared SKUs that overlap with Superior's SaunaBox line.
• Mr. Steam: Manufacturer and direct seller of residential steam shower generators, controls, and accessories for the home wellness market. Direct peer in the residential steam equipment category that mirrors Superior's Amerec-based steam product line.
• Sun Home Saunas: DTC infrared and traditional sauna brand selling prebuilt residential kits and custom builds directly to consumers. Comparable business model with online-first go-to-market in the same premium home sauna segment.

Emerging players

• SweatTent: Portable sauna tent brand targeting outdoor and at-home users with a lower price point than traditional barrel or modular kits. Partial overlap with Superior's portable Sauna Tents & Stoves category and emerging wellness consumer base.

Broad incumbents

• Harvia: Global Finnish sauna equipment leader manufacturing heaters, cabins, and controls with growing direct US distribution. Both a key supplier to Superior Sauna & Steam and a potential competitive threat as Harvia expands its own US DTC and dealer footprint.

Others

• Thermory: Estonian manufacturer of thermo-modified wood used in exterior cladding, decking, and saunas. Strategic supplier to Superior Sauna & Steam for the Mod Series; relevant as a partnership/comparison point for material technology rather than direct retail competition.

Market position

Customer concentration

• YouTubeyoutube.com/user/superiorsauna
• Facebookfacebook.com/superiorsaunas
• LinkedInlinkedin.com/company/superiorsaunas
• Instagraminstagram.com/superiorsaunas
• Pinterestpinterest.com/superiorsaunast/pins

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Superior Sauna & Steam