What Protoskoop OÜ does

Protoskoop OÜ is an Estonian private limited company founded in 2016 and headquartered in Tallinn, operating the Saunum brand of premium sauna hardware sold primarily to home wellness consumers. Its portfolio spans sauna heaters with built-in climate equalization, ready-made turnkey saunas, a family of air-blending climate control devices (AirSolo, Air, Air L, Air Perfect), the AirIQ smart controller, and accessories such as salt balls. The defining technical asset is a registered patent on an air-blending system that traps ceiling-level hot steam, mixes it with cooler floor-level air, and redistributes the mixture evenly throughout the sauna room, producing more even temperature and oxygen-enriched steam. The company positions this as a 5-in-1 home spa solution and the first air-blending system in the sauna industry.

The operating model is direct-to-consumer e-commerce, anchored by a dedicated US storefront at us.saunum.com that offers self-serve purchase of the full product range, supplemented by a SaaS-style product calculator tool for heater sizing. Marketing is multi-channel: organic social on Facebook, LinkedIn, Instagram, and YouTube, technology education content explaining the patented system, and influencer/earned media exposure through a Logan Paul wellness vlog featuring the SaunaLife G6 with Saunum Technology. Distribution is otherwise DTC with no third-party reseller program disclosed. A channel partnership exists with SaunaLife, in which Saunum's air-blending technology is integrated into SaunaLife's G6 turnkey sauna. The firmographics-level description refers to hardware-focused engineering, product development, and technical consultancy, and the legal entity is founder-operated with no disclosed institutional funding, no M&A history, and no disclosed leadership roster. Headcount is not reported; cumulative customer scale is cited as 7,000+ satisfied customers worldwide with 1,000+ safety tests conducted on products.

Name

Protoskoop OÜ

Legal name

Protoskoop OÜ

Website

https://protoskoop.ee

Company type

Private

Founded year

2016

Operating status

Operating

Short description

Protoskoop OÜ, operating as Saunum, designs and sells premium sauna hardware — heaters, ready-made saunas, and patented air-blending climate devices — directly to home wellness consumers via its Saunum US e-commerce storefront, with a channel partnership embedding its technology into SaunaLife turnkey saunas.

Ownership category

akta.pro rank

Product category

Sauna Equipment

NAICS

Heating Equipment (except Warm Air Furnaces) Manufacturing (333414)

SIC

Heating Equipment, Except Electric & Warm Air Furnaces (3433)

akta.pro primary industry

Infrared Therapy (Infrared Sauna & Light Therapy) (HSADAKAG)

Keywords

• Sauna heaters
• Air-blending technology
• Sauna climate control
• Home spa equipment
• Ready-made saunas

Headquarters

HQ city

Tallinn

HQ country

Estonia

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Hardware Sales: Sale of physical sauna products including heaters, ready-made saunas, climate control systems, control devices, and accessories. Primary revenue stream from direct consumer sales through e-commerce platform.

Go-to-market motion2 records

Distribution channels1 record

Marketing channels4 records

Core offering

Protoskoop OÜ, operating as Saunum, designs, manufactures, and sells premium sauna equipment including advanced electric sauna heaters with built-in climate equalizing, standalone air-blending climate devices (AirSolo, Air, Air L, Air Perfect), ready-made turnkey saunas, the AirIQ smart control unit, and accessories such as salt balls. The company's flagship patented air-blending system traps hot ceiling-level steam, mixes it with cooler floor-level air, and redistributes a softer, oxygen-enriched steam evenly throughout the sauna room. Products are sold direct-to-consumer globally through the Saunum e-commerce storefront, with North American sales via us.saunum.com.

Product overview

Saunum offers a comprehensive 5-in-1 home spa solution centered on their patented air-blending technology. The product portfolio includes three main climate control devices (AirSolo, Air, and Air L) designed for different sauna sizes, complemented by a range of advanced sauna heaters with built-in climate equalizing systems. Additional offerings include ready-made turnkey saunas, the AirIQ smart control system with pre-settable sauna types, and various accessories such as salt balls. The modular architecture allows customers to combine climate devices with existing or new sauna heaters for an enhanced breathing comfort experience.

Differentiator

Problem solved

Functional benefit

Products and services

• Sauna heaters Electric sauna heaters featuring a patented in-built climate equalizing system that traps hot steam at the ceiling, mixes it with cooler floor air, and redistributes softer, oxygen-enriched steam for more even temperature and easier breathing. Sold direct-to-consumer through the Saunum shop to homeowners and families seeking premium sauna experiences.
• Ready-made saunas Pre-built "turnkey" sauna solutions designed for modern sauna users who value design, quality, durability, and personal well-being, enabling customers to enjoy a full sauna setup without custom construction.
• Heat Equalizing Systems (Saunum AirSolo, Saunum Air, Saunum Air L, Saunum Air Perfect) Standalone climate devices that blend hot steam from upper levels with cold air from lower levels of the sauna to produce a smooth air-steam mixture, ensuring more even temperature throughout the sauna room. The line includes Saunum AirSolo for standard saunas, Saunum Air as a versatile two-in-one solution, Saunum Air L for larger or public saunas, and Saunum Air Perfect as a premium air-blending accessory.
• AirIQ Sauna Heater Control A next-generation self-learning smart sauna control unit with three pre-settable sauna types that allows users to heat the sauna with just a few taps on the screen, designed for convenient and easy operation.
• Accessories (including salt balls) Premium add-ons and accessories, including salt balls, designed to elevate and complement the sauna experience for home users.

Quantifiable outcome

• More even temperature distribution in sauna rooms
• +2 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• SaunaLifecoreTechnology or IntegrationSaunum Technology integrated into SaunaLife G6 sauna products. SaunaLife G6 with Saunum Technology was featured in Logan Paul's wellness routine, demonstrating the product integration and co-marketing relationship between the two sauna brands.

Scale indicators2 records

Recent moves5 records

Expansion highlights8 records

Direct peers

• SaunaLife: U.S. distributor of premium ready-made saunas that already integrates Saunum's patented air-blending technology in its G6 line. Comparable as both partner and direct competitor in the U.S. home-sauna channel.
• Finlandia Sauna: North American supplier of traditional Finnish-style sauna heaters, rooms, and accessories. Comparable as a residential sauna heater and ready-made sauna competitor in the U.S. market.
• EOS Saunatechnik: German manufacturer of sauna heaters and climate technology for residential and commercial saunas. Comparable as a heater specialist with proprietary climate-control IP competing in the same category.
• KLAFS: Premium German manufacturer of sauna, spa, and wellness solutions with a strong home-wellness positioning. Highly comparable on the 'premium home spa' go-to-market and product breadth.
• Harvia: Global market leader in sauna heaters and sauna solutions for both residential and commercial use. Directly comparable as the incumbent Saunum is competing against in the home and professional sauna heater category.
• Tylö-Helo: Established Scandinavian manufacturer of sauna heaters, steam rooms, and controls. Comparable product portfolio (sauna heaters, climate controls) targeting both home and commercial spa customers.

Regional players

• Almost Heaven Saunas: U.S.-based residential sauna room and heater brand. Comparable as a North-American-focused sauna manufacturer competing in the same end-customer segment.

Emerging players

• Clearlight Infrared: U.S. premium infrared sauna brand focused on home wellness buyers. Comparable on the premium home-wellness DTC positioning, though specializing in infrared rather than Finnish-style saunas.
• Sun Home Saunas: DTC infrared sauna brand selling direct to U.S. consumers. Comparable on premium home-wellness DTC GTM, with overlapping target buyer (wellness-focused households).

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@saunumsauna
• Facebookfacebook.com/saunumsauna
• LinkedInlinkedin.com/company/saunum
• Instagraminstagram.com/saunumsauna

Revenue estimate

Valuation estimate

Number of profiles

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 Protoskoop OÜ