Secret Saunas

What Secret Saunas does

Secret Saunas is the consumer-facing brand of Sauna Kit Company, a privately held US-based e-commerce retailer founded in 2023 and operated by a husband-and-wife founding team. The company sells premium home sauna kits and related wellness equipment directly to US residential consumers through its online storefront (saunakitco.com), with phone-based consultation support and free shipping on full units within the contiguous United States.

The product offering is a curated, multi-brand portfolio rather than proprietary hardware: outdoor and indoor sauna kits (cube, barrel, cabin, traditional, infrared, luxury) from SaunaLife (Estonia), Dundalk Leisure Craft (Canada), Finnmark, and Leil; electric and wood-burning heaters from Harvia, HUUM, Saunum, and Cozy Heat; plus complementary categories including cold plunge tubs, wood-fired hot tubs, outdoor cedar showers, and steam generators. Unit prices for sauna kits typically run $4,000–$10,000+ and heaters $1,500–$3,300, with accessories and HSA/FSA-eligible SKUs rounding out the basket.

The business model is a single-channel, DTC hardware retailer with no disclosed B2B or installer network, no proprietary technology, no subscription or recurring revenue component, and no institutional capital. The company is bootstrapped and founder-owned; differentiation rests on brand curation, content-led customer education, price-matching, manufacturer warranties, and founder-direct customer service rather than on technology or scale advantages.

Name

Secret Saunas

Legal name

Sauna Kit Company

Website

https://secretsaunas.com

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Home Sauna & Wellness Equipment Retail

NAICS

Home Centers (444110)

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700)

akta.pro primary industry

Sauna & Steam Bath Facilities (HSADAKAC)

akta.pro secondary industries

Infrared Therapy (Infrared Sauna & Light Therapy) (HSADAKAG), Hydrotherapy & Thermal Spa Services (Sauna/Steam/Hot Tubs) (HSALAFAF)

Keywords

• Home sauna kits
• Sauna heaters
• Barrel saunas
• Infrared saunas
• Cold plunge tubs

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Sauna Kits and Units: One-time sale of complete sauna kits including outdoor saunas, barrel saunas, indoor saunas, infrared saunas, cabin saunas, and luxury saunas. Prices range from approximately $4,000 to $10,000+ depending on capacity and features.
2. Sauna Heaters: Sale of electric sauna heaters (Harvia, HUUM, Saunum brands) and wood-burning stoves. Heater prices range from approximately $1,500 to $3,200.
3. Accessories and Add-ons: Sauna accessories including buckets, ladles, thermometers, lighting, control units, sauna stones, chimney kits, and safety rails. Also offers complementary products such as cold plunges, hot tubs, and outdoor showers.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Secret Saunas (operated as Sauna Kit Company) is a US e-commerce retailer that sells premium home sauna kits, sauna heaters, and complementary wellness products directly to residential customers. The catalog spans outdoor, indoor, barrel, infrared, traditional, luxury, and cabin sauna kits; electric and wood-burning heaters; cold plunge tubs, wood-fired hot tubs, steam generators, outdoor showers, and accessories, sourced from brand partners including SaunaLife, Harvia, HUUM, Dundalk Leisure Craft, Saunum, Finnmark, Leil, and Cozy Heat, with prices typically ranging from about $1,500 to over $10,000.

Product overview

Secret Saunas (operating as Sauna Kit Company) is a family-owned e-commerce retailer specializing in premium home sauna kits and related wellness products. The company offers a diverse portfolio of sauna solutions including outdoor saunas (cube, barrel, cabin styles), indoor saunas, infrared saunas, and traditional saunas. Their product ecosystem includes complementary cold plunge tubs, wood-fired hot tubs, steam generators, and a full range of accessories. The company carries and distributes multiple branded product lines including SaunaLife (Estonian-made), Dundalk Leisure Craft (Canadian cedar), Finnmark (infrared), Harvia and HUUM (heaters), and Saunum (modern heaters). Their heaters are available in electric (Harvia, HUUM, Saunum) and wood-burning (Harvia, HUUM, Cozy Heat) variants. Sauna kits range from entry-level to luxury, accommodating 1-6+ persons with price points from approximately $1,500 to over $10,000. The company provides end-to-end support including free shipping, price matching, manufacturer warranties, and consultation services.

Differentiator

Problem solved

Functional benefit

Products and services

• Outdoor Sauna Kits Outdoor sauna kits designed for backyard installation, available in cube, barrel, and cabin styles from brands including SaunaLife and Dundalk Leisure Craft; sized from 1-person to 6+ person capacities, typically priced $4,940-$10,000+.
• Indoor Sauna Kits Indoor sauna kits from brands such as Leil, designed for installation inside residential homes in cabin and traditional styles.
• Barrel Sauna Kits Barrel-shaped outdoor saunas typically built from Canadian cedar with curved walls for efficient heat circulation, including SaunaLife EE6G/EE8G and Dundalk barrel models.
• Infrared Sauna Kits Full-spectrum infrared saunas for direct body heating at lower ambient temperatures, including Finnmark FD-1 through FD-7 line, hybrid infrared models, and infrared barrel saunas.
• Traditional Sauna Kits Conventional steam saunas heated by traditional stone or electric heaters, suited to residential indoor or outdoor installation.
• Luxury Sauna Kits Premium high-end sauna kits featuring superior materials and design, including larger SaunaLife cube and barrel configurations priced above the entry-level tier.
• Cabin Sauna Kits Cabin-style sauna structures in various sizes, including Dundalk Georgian and Granby cabins, for outdoor or indoor installation.
• Electric Sauna Heaters Electric-powered sauna heaters from Harvia, HUUM, and Saunum in power ratings from approximately 3.5kW to 18kW, priced roughly $1,500-$3,300, including WiFi-capable UKU controls.
• Wood-Burning Sauna Stoves Traditional wood-fired sauna stoves and heaters from Harvia, HUUM, and Cozy Heat brands, available in thru-wall and standard configurations with various door options.
• Cold Plunges & Ice Baths Cold-water plunge tubs and ice baths for contrast therapy, including Baltic and Polar models from Dundalk Leisurecraft.
• Wood-Fired Hot Tubs Wood-fired outdoor hot tubs including SaunaLife Model S4N and Dundalk Starlight models for residential backyard spa setups.
• Steam Generators Residential and commercial steam generators from Amerec, Mr Steam, and Kohler for steam room applications.
• Outdoor Shower Kits Freestanding cedar outdoor showers for backyard installations, complementing sauna and cold plunge setups.
• Sauna Accessories Complete line of sauna accessories including buckets, ladles, thermometers, backrests, lighting, sauna stones, chimney kits, control units, and safety rails.

Named customers6 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core.

• SaunaLifecoreTechnology or IntegrationEstonian manufacturer of handcrafted sauna kits. Secret Saunas carries their full product line including cube saunas (CL3G, CL4G, CL5G), barrel saunas (EE6G, EE8G), and cabin saunas (Model G2). SaunaLife products are made in Europe.
• HarviacoreTechnology or IntegrationFinnish manufacturer of electric sauna heaters and wood-burning stoves. Secret Saunas carries Harvia Spirit, Cilindro, Virta, Legend, M3, and KIP heater lines along with controls and accessories.
• HUUMcoreTechnology or IntegrationEstonian manufacturer of premium sauna heaters. Secret Saunas carries HUUM DROP, HIVE, CLIFF, STEEL, and UKU control product lines including both electric and wood-burning options.
• Dundalk Leisure CraftcoreTechnology or IntegrationCanadian manufacturer of cedar outdoor saunas and cold plunge products. Secret Saunas carries their cabin saunas, barrel saunas, Georgian series, and Baltic Cold Plunge Tubs.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• TheraSauna: US infrared sauna brand focused on therapeutic-grade home saunas. Overlaps with Secret Saunas on infrared category, residential positioning, and health/wellness messaging.
• Sun Home Saunas: US-based infrared sauna brand and retailer offering infrared sauna kits for residential use. Comparable on customer base (homeowners), category overlap (infrared saunas are a key Secret Saunas SKU via Finnmark), and DTC e-commerce motion.
• Redwood Outdoors: US-based retailer offering barrel saunas, cold plunges, hot tubs, and outdoor showers for the backyard wellness segment. Highly comparable bundled ecosystem approach to Secret Saunas' sauna + cold plunge + hot tub stack.
• Almost Heaven Saunas: US-based manufacturer and direct retailer of home sauna kits (indoor, outdoor, barrel, cabin). Most directly comparable peer — same DTC model, similar premium positioning, overlapping target customer of US residential homeowners.
• Dynamic Saunas: US retailer of home infrared and traditional sauna kits at varied price points. Direct competitor in residential sauna e-commerce with comparable product breadth across indoor and outdoor formats.
• Clearlight Saunas: Premium infrared sauna manufacturer and US retailer of home infrared sauna cabins. Overlaps on infrared category, premium pricing tier, and DTC distribution to homeowners seeking wellness solutions at home.

Broad incumbents

• Jacuzzi Brands: Established US hot tub and spa brand with broad retail and dealer distribution. Comparable on the hot tub portion of Secret Saunas' product line and shared residential wellness positioning, though does not specialize in saunas.
• Hot Spring Spas: Large US hot tub brand sold through a dealer network. Overlaps with Secret Saunas on the wood-fired hot tub category and backyard wellness buyer, but operates in a different channel structure.

Emerging players

• Ice Barrel: US-based cold plunge brand focused on portable ice bath products. Adjacent competitor in the contrast-therapy category that Secret Saunas services with Dundalk cold plunges, appealing to the same wellness-oriented homeowner.
• Plunge: VC-backed US cold plunge brand that has rapidly scaled the at-home cold plunge category. Comparable on direct-to-consumer wellness positioning and backyard installation use case, though Secret Saunas sells competing Dundalk cold plunges as complementary product.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks4 records

Key highlights6 records

Customer concentration

• Xx.com/secretsaunas
• YouTubeyoutube.com/@secretsaunas
• Facebookfacebook.com/secretsaunas
• LinkedInlinkedin.com/company/secretsaunas
• Instagraminstagram.com/secretsaunas
• Pinterestpinterest.com/secretsaunas

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 Secret Saunas