Salus Saunas
Salus Saunas is a Redmond, Washington-based direct-to-consumer retailer of premium home infrared, traditional, and hybrid saunas and cold plunges, serving health-conscious consumers, athletes, and home wellness buyers across the United States.
- Company typePrivate
- Founded2010
- HeadquartersRedmond, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Salus Saunas does
Salus Saunas is a Redmond, Washington-based, privately held direct-to-consumer retailer founded in 2010 that sells premium home saunas and cold plunge products to U.S. consumers. The company markets through its Shopify-powered website and phone-based sales, targeting health-conscious individuals, families, athletes, first responders, and health professionals seeking in-home wellness and recovery solutions. The company has 11–50 employees, operates without disclosed external funding, and runs an affiliate and brand ambassador program rather than maintaining physical retail.
The product portfolio centers on three heating technologies: traditional/Finnish saunas (electric or wood-burning stoves reaching 150–230°F), infrared saunas using FAR and full-spectrum infrared (120–150°F), and hybrid saunas combining both. Differentiating technical features include near-zero EMF heating panels, chromotherapy lighting, red light therapy, Himalayan salt bars, Bluetooth/MP3 audio integration, and Canadian Hemlock construction. The catalog spans 65+ models across eight series (Monarch, Governor, Nordic, Ally, Renew, Panorama, Element, Laurel), priced from approximately $2,795 for entry-level infrared units to $20,845 for luxury outdoor cabins. In 2024 the company expanded into cold immersion with the Loki Luxury Series (nine premium finishes), adding to earlier Snowpiercer, Dynamic, and Ice Bath models.
Salus generates revenue almost entirely through one-time hardware sales (saunas, cold plunges, and accessories), with average order values materially lifted by financing from Affirm (0% APR or monthly payments from $97) and Synchrony, and by HSA/FSA eligibility on qualifying units. Seasonal promotional events (e.g., the Midsummer Blowout Sale with savings up to $2,000) and discount programs for first responders and health professionals serve as demand catalysts. Marketing relies on celebrity and athlete endorsements (Joe Rogan, Gordon Ryan, Ian Somerhalder), press coverage in outlets such as Bloomberg, Yahoo Finance, and MarketWatch, and an active social and content presence. The company is not a manufacturer in the visible record, and no financial, M&A, or parent-company information is publicly disclosed.
Salus Saunas firmographics
Firmographics- Name
- Salus Saunas
- Legal name
- Salus Saunas
- Website
- https://salussaunas.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Salus Saunas is a Redmond, Washington-based direct-to-consumer retailer of premium home infrared, traditional, and hybrid saunas and cold plunges, serving health-conscious consumers, athletes, and home wellness buyers across the United States.
- Ownership category
- akta.pro rank
Salus Saunas industry classification
Industry- Product category
- Home Saunas and Wellness Equipment
- NAICS
- Home Centers (444110)
- SIC
- Retail-Home Furniture, Furnishings & Equipment Stores (5700), Electric Housewares & Fans (3634)
- 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
Where Salus Saunas is headquartered
LocationHeadquarters
- HQ city
- Redmond
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Salus Saunas business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Infrastructure
Revenue model
- Sauna Sales: One-time hardware sales of premium saunas ranging from traditional, infrared, and hybrid models. Prices range from approximately $2,795 to $20,845 depending on model, size, and features.
- Cold Plunge Sales: Sales of cold plunge products including the Snowpiercer, Dynamic, and premium Loki Luxury Series.
- Accessories: Sales of sauna accessories including traditional accessories, infrared accessories, heater accessories, and spa needs (aromatherapy cupholders, backrests, cushions).
- Financing Partnerships: Revenue facilitated through financing partnerships with Affirm and Synchrony, enabling higher average order values through monthly payment plans.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Entry-level Infrared Saunas (1-2 Person) |
| One time/ perpetual license | Pay-as-you-go | Mid-range Traditional Saunas (2-4 Person) |
| One time/ perpetual license | Pay-as-you-go | Premium & Luxury Saunas (4-8 Person) |
| One time/ perpetual license | Pay-as-you-go | Hybrid Saunas (2-6 Person) |
| One time/ perpetual license | Pay-as-you-go | Cold Plunges |
| One time/ perpetual license | Pay-as-you-go | Special Programs (First Responders, Health Professionals) |
Go-to-market motion3 records
Distribution channels2 records
Marketing channels6 records
Salus Saunas product offering
Product offeringCore offering
Salus Saunas designs, sources, and sells premium home saunas (traditional Finnish, infrared, and hybrid) and cold plunge products through its direct-to-consumer e-commerce website and phone sales channels. The company offers more than 65 sauna models across 8 series plus accessories, with capacity from 1-2 to 6-8 persons and pricing from approximately $2,795 to $20,845, supported by Affirm and Synchrony financing.
Product overview
Salus Saunas offers a comprehensive portfolio of premium wellness products centered around saunas and cold plunges. The core product lineup includes Traditional Saunas (using electric or wood-burning heating elements at 150-230°F), Infrared Saunas (using infrared light at 120-150°F for deeper tissue penetration), and Hybrid Saunas (combining both heating technologies). Products span multiple series including Monarch, Governor, Nordic, Ally, Renew, Panorama, Element, and Laurel for saunas, plus Snowpiercer, Dynamic, and Loki Luxury Series for cold plunges. Capacity ranges from 1-2 person to 6-8 person models. The company also offers accessories, financing options through Affirm and Synchrony, and special programs for first responders and health professionals. All products are available for indoor or outdoor installation with various style options including barrel, cabin, and luxury configurations.
Differentiator
Problem solved
Functional benefit
Products and services
- Traditional Saunas
Quantifiable outcome
- ~40% Lower All-Cause Mortality (based on cited research on regular sauna use)
- +6 more outcomes
Companies that use Salus Saunas
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles4 records
Salus Saunas technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature7 records
Salus Saunas partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered flagship and core.
- Joe RoganflagshipJoe Rogan, host of the JRE Podcast and comedian, is a prominent user and endorser of Salus Saunas. He has publicly praised the product's build quality and heating capabilities, stating 'Mine gets to 200°F!'
- Gordon RyancoreGordon Ryan, considered the greatest no-gi grappler of all time, is featured on Salus Saunas' 'Our Icons' page, indicating a partnership or endorsement relationship.
- Ian SomerhaldercoreIan Somerhalder, actor and entrepreneur, is featured as a brand ambassador/icon for Salus Saunas.
Scale indicators4 records
Expansion highlights5 records
Salus Saunas competitors and assessment
Company assessmentBroad incumbents
- Finnleo: Long-established traditional sauna manufacturer serving both residential and commercial markets via dealer / distributor network. Comparable traditional sauna category but distributed primarily through dealers rather than DTC.
- ThermaSol: Established steam shower and residential spa equipment manufacturer with broader wellness portfolio. Overlaps with Salus in premium home wellness / hydrotherapy category but does not specialize in saunas.
- Mr. Steam: Major residential steam shower and spa brand. Comparable premium home wellness positioning and affluent homeowner customer base, though focused on steam rather than sauna.
Direct peers
- Sun Home Saunas: DTC infrared and traditional sauna brand offering full-spectrum infrared saunas and cold plunges to home wellness buyers. Highly comparable product portfolio, target customer (home wellness/athletic recovery), and DTC-plus-influencer GTM motion.
- Almost Heaven Saunas: Traditional Finnish / barrel sauna maker serving residential customers, with both DTC and dealer distribution. Comparable traditional sauna product line and outdoor / indoor installation use cases.
- Dynamic Saunas: DTC infrared sauna retailer offering 1–4 person infrared models at lower price points. Competes directly in the same category and customer segment, particularly at Salus's entry-level tier.
- Heavenly Heat Saunas: Outdoor barrel and traditional sauna brand selling premium residential saunas. Comparable outdoor product configurations and affluent homeowner target market.
- Renu Therapy: DTC cold plunge and recovery brand targeting home wellness consumers and athletes. Competes directly with the Loki Luxury Series and shares the same 'contrast therapy' positioning.
- Clearlight Saunas: Premium infrared sauna brand selling low-EMF, full-spectrum infrared saunas direct to consumers and through dealers. Comparable premium positioning, EMF-safety differentiation, and home-wellness customer base.
- Plunge: Leading DTC cold plunge brand targeting the same home wellness / recovery buyer. Direct competitor in Salus's newly-launched Loki cold plunge line, with stronger category brand recognition.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Salus Saunas social profiles
Digital presenceSalus Saunas financial estimates
Financial estimateRevenue estimate
Valuation estimate
Salus Saunas leadership team
Management profileNumber of profiles
Salus Saunas funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Salus Saunas 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 Salus Saunas
What does Salus Saunas do?
Salus Saunas designs, sources, and sells premium home saunas (traditional Finnish, infrared, and hybrid) and cold plunge products through its direct-to-consumer e-commerce website and phone sales channels. The company offers more than 65 sauna models across 8 series plus accessories, with capacity from 1-2 to 6-8 persons and pricing from approximately $2,795 to $20,845, supported by Affirm and Synchrony financing.
Is Salus Saunas a public or private company?
Salus Saunas is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Salus Saunas founded?
Salus Saunas was founded in 2010. It employs 11 to 50 people.
Where is Salus Saunas based?
Salus Saunas is headquartered in Redmond, United States, in the North America region.
How does Salus Saunas make money?
Four revenue lines are on record. Sauna Sales are the primary driver. The others are cold Plunge Sales, accessories and financing Partnerships.
Who are Salus Saunas's main competitors?
Broad incumbents on record are Finnleo, ThermaSol and Mr. Steam. Direct peers are Sun Home Saunas, Almost Heaven Saunas, Dynamic Saunas, Heavenly Heat Saunas, Renu Therapy, Clearlight Saunas and Plunge.
Does Salus Saunas have an API?
No public API is recorded for Salus Saunas.
What industry is Salus Saunas in?
Salus Saunas's product category is Home Saunas and Wellness Equipment. Its primary akta.pro industry code is HSADAKAC, Sauna & Steam Bath Facilities, with a secondary code of HSADAKAG, Infrared Therapy (Infrared Sauna & Light Therapy). Its NAICS code is 444110 and its SIC code is 5700.