Why We Build What We Build

Every week, a new wellness concept opens. Someone’s always building a colder plunge, a bigger sauna, or a smarter way to breathe.

And honestly, we love that people are searching. But somewhere along the way, wellness started to look a lot like performance. Apps, subscriptions, metrics for relaxation – everyone’s trying to get better at doing nothing.

We built SaunaGuus because we felt something was missing.

Not innovation, but intention. 
Not more, but meaning.

It’s one of the oldest rituals we have for feeling human again. Simple, physical, unpolished, raw. It doesn’t promise transformation, but it makes space for it – the kind that sneaks up on you when you slow down long enough to feel something real.

We don’t believe you need Italian marble, 10,000 square feet, iPads, and a $120 membership to get back in tune with yourself. You don’t need LED lighting or cucumber water to reconnect. You just need heat, cold, breath. That’s it.

Our vision is to democratize the sauna experience – to make it accessible, social, and real again. To build something that doesn’t separate wellness from everyday life, but weaves it into it.

Efficient, intentional, and rooted in ritual.

For the early-morning runner.
For the hungover.
For the overworked.
For anyone who needs sixty quiet minutes and a deep exhale.

We know the market is blowing up. But we’re not here to compete. We’re here to reset the tone – to prove that simplicity still works, and that presence doesn’t have to come with a price tag.

That’s why we’re here: to protect a ritual that’s older than most of the buildings around us, and to share it – simply with whoever needs it next.