No news is good news?

“You guys have been ‘coming soon’ for a while now…”
And honestly – fair.
So this one’s a bit different. Not a story. Not a ritual.
Just an update. A real one.

Because transparency has always meant something to us. As people, and as a company. We don’t want SaunaGuus to be this mysterious thing that suddenly appears one day with a ribbon on it. We want you to know what’s happening behind the scenes. Not just the pretty parts. The machine room too.

So here’s where we actually are:

The sauna is getting its final touches. We’re adjusting heat flow, adding the benches, testing scents, calibrating everything until it feels like us. The last permits are on their way – the city moves at its own pace, and we’re learning patience day by day.

At the same time, we’re close to finishing our first round of funding in New York.

Almost champagne-popping close. But then again – why pop champagne when the real work is only just getting started?August doesn’t even like champagne.

Either way, we’re definitely close enough that we’re smiling a bit more these days.

London is also in a really good place.
Funding-wise, we’re there.

Rasmus is currently juggling two potential locations – both very different, both exciting in their own way. It’s that classic early-stage chaos where you stand with two good options and try to predict six years into the future with nothing but gut feeling and long conversations with people from various neighborhoods.

Now it’s about building the right team around it and getting everything lined up so we can open the doors as soon as possible. We’re moving fast, but carefully – and we can’t wait to show you the location.

Most days are pretty rough.
Calls, emails, logistics, approvals, more approvals – and waiting for someone to answer something that should take five minutes but somehow takes two weeks.

It’s also the three of us figuring things out as we go. First rodeo building something like this.
In cities we just moved to. And doing it in two cities at the same time adds a whole new level of chaos.

Some days even basic things slip.
Meals become an afterthought, and you suddenly realise it’s 4PM and you haven’t eaten.
You have to remind yourself to take care of the basics.

So yeah – talk about learning on the job.

Still, there’s nothing we’d rather be doing. And every day comes with a new laugh and new core memories we’ll never forget.

Because if you’re following along, you deserve to know what’s actually happening – not just the polished surface. And because we want transparency to be part of SaunaGuus from the beginning, not something we pretend to care about later. Not just the polished surface.

We’re getting close now. In both cities. And when we open the doors, you’ll know exactly what it took to get there.