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SPN APR 2012 Saunas&Steam
Aachen Wellness sauna available through Topline Electronics
www.swimmingpoolnews.co.uk
No one doubts there’s a market for designer sauna and steam products. They have entered the public psyche as a path to wellness – as well as being stylish additions to the home. This summer sees another handful of new ranges – especially saunas – available in Britain but as the product choices expand even further it’s still a case of retailers investing time to pinpoint the precise target audience
aunas aren’t status symbols any more. They are seen by a record number of consumers as a straightforward if luxurious addition to the refurbishment of a home.
Price isn’t always the deciding factor. Design is more important and original features and bespoke fittings are more important than money.
Saunas are also easy to install, taking up little space and being fitted into bathrooms, garages and extensions with ease. Unlike the installation of a swimming pool, they are not subject to disruption from the weather. So whether a sauna or a steam room, these additions to a home, leisure centre or alongside a pool have an awful lot going for them at the moment – not the least being an enthusiastic and discerning customer base. Which explains two things.
Firstly, it’s why in 2012 there’s at least half a dozen new product ranges available in Britain. And secondly it’s why retailers are looking keenly at this sector of the wellness market, believing they need to get involved. Demand for the sauna experience is growing in the UK; yet many people are put off by a poor experience at their gym or hotel spa. The solution is simple, says Kicki Carlsson- Boyd, Managing Director of Dröm UK: “Install a sauna in your own home so you are in
control of the temperature and ambience! “With many homeowners at the moment considering refurbishment or extensions rather than moving, it’s the ideal time to consider installing a personal escape route from the stress and strain of modern life. A sauna is an investment in the feel good factor, which adds value to a home and daily life.” Saunas are now very modern and sophisticated products. When you add a high level of design into the mix, it’s clear just why they appeal to a larger audience than ever before.
In 2012 more retailers are likely to try and make something of this market. The choice of products, specially saunas is increasing and at February’s SPATEX exhibition Certikin’s new Harvia range, the involvement of Topline Electronics in the Aachen Wellness products and the marketing of the Alpha Industries range from Belgium and Aquazzi from France all widened the choice available.
Indentifying the market may be the hardest work.
The market expansion isn’t necessarily at the cheap end of the market. At the more economical end there’s good value, a wide product choice, good quality but not necessarily products which fit into the luxurious category many are looking for.
Shaun Adams, director in charge of Golden Coast’s Tylö range says: “In my experience, the prospective purchaser of a traditional hot air sauna has a reasonable level of disposable income and space in their house to accommodate such items, and price is often not the most important issue. Some purchasers are looking for something more than just a hot or steamy room and want a finish and look that enhances the environment where it is being placed.” What’s also clear is how things have changed in the style and look of saunas and steam rooms. No longer just a box, saunas are now more flexible products, pleasing to the eye and worthy additions to a home. But the key to what has grown to be an important part of the wet leisure industry is still all about wellness. So the marketing approach needs to take into account the luxury addition to the home approach and the motivation of better health. Certainly the message about the benefits of sauna and steam rooms is now more accepted.
A heavy sauna induced sweat helps cleanse and rejuvenate your skin – much more than just a bath or shower alone. Both sauna and steam baths are therapeutic, but the high moisture content in a steam room is especially good for respiratory problems.
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