What Saunacore does

Saunacore is a Canadian manufacturer of premium traditional saunas, infrared saunas, dual (traditional + infrared) saunas, sauna heaters, steam bath generators, DIY liner kits, and accessories, established in 1985 and headquartered in Bolton, Ontario, with manufacturing facilities in Toronto. The company designs, assembles, and tests products in-house using Canadian-sourced materials including kiln-dried Western Red Cedar (11/16" thick), surgical-grade stainless steel, and industrial-grade Incoloy heating elements. Its proprietary technology stack centers on the INFRACORE™ ceramic infrared emitter system (96% infrared efficiency, ~10,000-hour life, lifetime warranty), XTREME™ two-tank steam technology in the Steamcore SSB package, the patented Saunacore Vented Body heater design, and digital control platforms including the Mercuri and SSB Bluetooth controllers.

The business operates through three coordinated channels: direct e-commerce via saunacore.com with consultation-based sales, a global dealer and installer network for turnkey projects, and DIY liner kits for experienced self-installers. Pricing is quote-based across product tiers, from entry-level (Horizon Econo, DIY Standard) through to commercial-grade (Steamcore Pro-Series). Customers are primarily residential homeowners installing home wellness spaces, with secondary segments including commercial wellness facilities (gyms, spas, hotels, condos), DIY builders/contractors, and rural/retreat property owners. Multi-jurisdictional safety certifications (CSA, ETL, UL, CE) and 40+ years of operating history support a premium positioning against uncertified imports.

Name

Saunacore

Legal name

Saunacore

Website

https://saunacore.com

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

11–50 employees

Short description

Saunacore is a Canadian manufacturer (founded 1985) of premium traditional, infrared, and dual saunas, sauna heaters, steam bath generators, and DIY kits, serving residential homeowners, commercial wellness facilities, and builders via direct sales and a global dealer network.

Ownership category

akta.pro rank

Product category

Sauna and Steam Bath Equipment Manufacturing

NAICS

Air-Conditioning and Warm Air Heating Equipment and Commercial and Industrial Refrigeration Equipment Manufacturing (333415), Ventilation, Heating, Air-Conditioning, and Commercial Refrigeration Equipment Manufacturing (33341), Industrial and Commercial Fan and Blower and Air Purification Equipment Manufacturing (333413)

SIC

Heating Equipment, Except Electric & Warm Air Furnaces (3433), Electric Housewares & Fans (3634), Heating Equip, Except Elec & Warm Air; & Plumbing Fixtures (3430)

akta.pro primary industry

Hydrotherapy & Thermal Spa Services (Sauna/Steam/Hot Tubs) (HSALAFAF)

akta.pro secondary industries

Infrared Therapy (Infrared Sauna & Light Therapy) (HSADAKAG), Sauna & Steam Bath Facilities (HSADAKAC)

Keywords

• Sauna manufacturing
• Steam bath generators
• Infrared sauna equipment
• Sauna heaters
• DIY sauna kits

Headquarters

HQ city

Bolton

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Sauna Unit Sales: Sale of pre-built, modular, and custom sauna units including traditional, infrared, and dual sauna models. Products available in various sizes and configurations for residential and commercial use.
2. Heater Sales: Sale of traditional electric sauna heaters, infrared emitters, and wood-burning stoves with various power ratings and control options.
3. Steam Bath Products: Sale of Steamcore steam generators including Spa II Series and Pro-Series units for residential and commercial steam bath installations.
4. DIY Sauna Kits: Sale of sauna liner kits for do-it-yourself installation, available in traditional and infrared configurations with varying quality tiers.
5. Accessories: Sale of sauna accessories including rocks, buckets, ladles, thermometers, foot massagers, aromatherapy oils, control systems, and installation accessories.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Saunacore manufactures and sells premium indoor and outdoor saunas (traditional, infrared, and dual), sauna heaters, steam bath generators, DIY sauna liner kits, and related accessories. Products are built in Toronto, Ontario using Canadian Western Red Cedar, surgical-grade stainless steel, and proprietary infrared emitter technology, sold direct to consumers and through a global dealer network.

Product overview

Saunacore is a world leader in manufacturing premium quality saunas and steam bath products. The product portfolio includes three main categories: Traditional Saunas (indoor and outdoor models including Classic Style Full Glass Front, Classic Style Wood Front, Bay Style, Neo Classic Corner, Vu Classic, Outdoor Classic, and Country Living Barrel Sauna), Infrared Saunas (INFRA-CORE Premium Dual, INFRA-CORE Premium, INFRA-CORE MAX, Horizon Purity Series, and Horizon Econo Series), and Steam Baths (Steamcore Spa II Series in Standard and SSB Packages, and Steamcore Pro-Series). The company also offers comprehensive heating solutions including Traditional Heaters (Special Edition, Steam Vaporizer, Ultimate, Elite R Series, Standard HD, Ultimate C6+1, Elite C Series), INFRACORE Ceramic Emitters for infrared, Wood Stoves, and Control Systems (SSB Sauna Control, Mercuri Digital Heater Control, Built-in Mechanical Controls). Additionally, Saunacore provides DIY Sauna Liner Kits in Standard, Deluxe, and Premium variants for both traditional and infrared saunas. All products are manufactured in Canada using premium materials like Western Red Cedar and are safety certified to CSA, UL, and CE standards.

Differentiator

Problem solved

Functional benefit

Brands

• STEAMCORE™: Steam bath generators and steam shower products, including the Spa II Series and Pro-Series steam generators
• INFRACORE™
• Horizon Series
• Country Living

Products and services

• INFRA-CORE Premium Dual Sauna Premium dual sauna combining traditional and infrared heating technologies in one unit, with T&G Western Red Cedar construction, soft touch electronic keypad, Rapid Even Air circulation system, and Bluetooth-enabled audio controls. For residential homeowners seeking combined wellness benefits.
• INFRA-CORE MAX Series Sauna Advanced therapeutic far infrared sauna with optimized cooling system, soft-touch electronic keypad, Bluetooth controls, and Rapid Even Air circulation. Designed for homeowners seeking advanced infrared therapeutic benefits.
• Horizon Purity Series Sauna Pure infrared sauna made from selected woods (Western Red Cedar and American Poplar), medical-grade ceramic heaters, stainless steel grills, with no synthetic glues, dyes or finishing sprays. For health-conscious homeowners.
• Horizon Econo Series Sauna Compact 4x4 infrared cedar sauna with 6 INFRACORE ceramic emitters, single wall construction for lightweight design, and digital control. Priced for budget-conscious buyers.
• Classic Style Full Glass Front Sauna Pre-built modular traditional sauna with full glass front, Western Red Cedar construction (11/16 inch thick), double wall design (3-1/2 inch thick), and Saunacore SE Hot Rock Heater. For residential installations.
• Classic Style Wood Front Sauna Traditional modular sauna with solid wood front, Western Red Cedar construction, double wall design, and insulated cedar door with two windows.
• Outdoor Classic Style Sauna Outdoor traditional sauna available in standard and log style construction with weatherproof features. For cottages, cabins, and residential outdoor installations.
• Country Living Barrel Sauna Outdoor barrel sauna constructed from Canadian Western Red Cedar with stainless steel bands, efficient air circulation, quicker heating time, and 25-30% less volume compared to square rooms.
• Special Edition Traditional Heater Energy-efficient wall-mounted traditional heater with entire stainless steel construction, Mercuri controls, 2000-10500 watts power range, and vented body design. For traditional sauna installations.
• Ultimate Traditional Heater Flat wall-mount traditional heater with stainless steel construction, European style design, and adjustable 3-level rock tray.
• Country Living Wood Stove Traditional wood-burning sauna stove with cold-rolled steel outer shell, stainless interior components, large rock basket, functional glass window door, and user-friendly ash drawer. For off-grid and rural sauna installations.
• INFRACORE Ceramic Infrared Emitter 96% infrared energy efficient ceramic emitter producing far infrared spectrum (5.6-15 microns) with lifetime warranty against burnout, pure surgical stainless steel construction. Used in infrared sauna installations.
• Steamcore Spa II Series Standard Package Steam Generator Steam generator with stainless steel boiler tank, industrial stainless heating elements, factory installed automatic flush, elegance steam heads with aroma oil reservoir, and temperature sensor. For residential and commercial steam bath installations.
• Steamcore Spa II Series SSB Package Steam Generator Advanced steam generator featuring exclusive XTREME two-tank technology for more consistent steam temperature, optimized performance and greater efficiency. For residential and commercial steam baths.
• Steamcore Pro-Series Commercial Steam Generator Commercial-grade steam generator for high-demand applications like fitness centers, gyms, condos, hotels, and luxury homes. Features surgical stainless steel boiler tank, industrial incoloy heating element, and automatic rinse and flush.
• Traditional DIY Sauna Liner Kits DIY sauna liner kits for finishing a traditional authentic sauna room, available in Standard, Deluxe, and Premium tiers. For experienced builders and contractors.
• Infrared DIY Sauna Liner Kit DIY sauna liner kit for finishing an infrared sauna room, including INFRACORE emitters and detailed installation instructions. For experienced builders.

Quantifiable outcome

• Infrared sauna operates at 100°-140°F (lower temperatures than traditional)
• +2 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Mr. Steam: Premium steam shower and steam bath equipment manufacturer for residential and commercial wellness markets. Comparable product line to Saunacore's Steamcore generators and similar custom-installation channel.
• Almost Heaven Saunas: U.S.-based manufacturer of traditional indoor, outdoor, and barrel saunas with custom build options. Closely comparable residential and DIY channel mix, premium wood construction, and direct-to-consumer sales model.
• Amerec (TyloHelo): U.S.-based steam bath generator manufacturer serving residential and commercial wellness channels. Comparable product category to Saunacore's Steamcore Pro-Series with similar project-based selling motion.
• Thermasol: U.S.-based manufacturer of premium residential and commercial steam bath generators, controls, and accessories. Directly comparable to Saunacore's Steamcore line in target customer, premium positioning, and wellness channel.
• Cozy Heat: North American sauna heater manufacturer with traditional Finnish-style electric and wood-burning heaters. Directly comparable as a heater specialist complementing or competing with Saunacore's heater and complete-room offerings.
• Finlandia Sauna: North American manufacturer of premium traditional and infrared saunas using Western Red Cedar and other premium woods. Directly comparable product portfolio (traditional, infrared, heaters, custom builds) and similar premium craftsmanship positioning.

Emerging players

• Sun Home Saunas: Direct-to-consumer infrared sauna brand targeting the at-home wellness and recovery segment. Comparable end customer and infrared-only product focus, but with a modern DTC model that contrasts Saunacore's traditional craft positioning.
• Clearlight Infrared Saunas: Premium infrared sauna brand focused on therapeutic infrared rooms. Comparable end customer and infrared-only product overlap with Saunacore's INFRA-CORE line, though narrower product range and DTC-led marketing model.

Broad incumbents

• Harvia: Finnish global leader in sauna and spa equipment with a broad portfolio of heaters, sauna rooms, steam generators, and controls. Comparable across Saunacore's entire product stack but at much larger global scale with publicly listed distribution.
• Helo (TyloHelo): Long-established Finnish sauna and steam manufacturer with global distribution. Overlaps with Saunacore in traditional/infrared heaters, sauna rooms, and steam generators, but with a broader international dealer footprint.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/saunacore
• Facebookfacebook.com/Saunacore
• LinkedInlinkedin.com/company/saunacore
• Instagraminstagram.com/saunacore
• Xx.com/Saunacore

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 Saunacore