How to Market a Sauna Business in the UK

1. Make your website answer the questions

People want to know where you are, what a session includes, how long it lasts, what it costs and how to book. Put all of that on your website in plain words, with a Book button on every page. Search engines and AI assistants use the same information to recommend you.

2. Be easy to find locally

If your sauna has a fixed location where you meet customers, set up a Google Business Profile with accurate opening hours, photos and your booking link. Ask happy guests for reviews.

3. Show the experience

Sunrises, steam, the plunge and the people. Short videos on Instagram and TikTok work well for saunas. Post regularly and link to booking.

4. Sell vouchers before every gifting peak

Christmas, Valentine's Day, Mother's Day and Father's Day. Put vouchers on your homepage and in your newsletter a few weeks before each one.

5. Build memberships

Regulars who become members bring friends with guest passes, and those friends become customers. See our guide to setting up sauna memberships.

6. Partner locally

Sea swimming groups, run clubs, yoga studios, surf schools and local businesses are natural partners. Give them a discount code and track how many bookings it brings.

7. Keep in touch

Collect marketing consent at booking, sync to your email tool, and send a short monthly newsletter. Use push notifications for last-minute seats and offers.

How guests book

Six steps to a QR ticket.

Step 1 of the booking flow: Session — Step 1Session

Step 2 of the booking flow: Date — Step 2Date

Step 3 of the booking flow: Time — Step 3Time

Step 4 of the booking flow: Guests — Step 4Guests

Step 5 of the booking flow: Extras — Step 5Extras

Step 6 of the booking flow: Pay — Step 6Pay

Done of the booking flow: QR ticket — DoneQR ticket

What you get

Everything a sauna needs to sell seats.

Website bolt-on

A site designed for your sauna with booking on every page, edited from the same back office.

Gift vouchers

Sell personalised vouchers online, emailed in seconds with a QR, redeemed at checkout.

Memberships

Tiers with monthly credits, guest passes and member prices, paid by card or Direct Debit.

Discount codes

Percentage or money off, by session type, with dates and use limits.

Mailchimp sync

Opted-in customers are added and tagged automatically for your newsletter.

Last-minute seats

When someone cancels, push the free seats to opted-in phones in one tap.

Questions

Good to know.

How do I get recommended by ChatGPT or Claude?

Make sure your website clearly states what you offer, where you are, prices and how to book, in plain text that can be read without logging in. Clear, accurate information is what assistants quote.

What works best on social media for a sauna?

Short videos of the real experience: the view, the steam, the plunge and regulars enjoying it. Always link to booking.

How much does Stoked cost?

Stoked is a flat monthly price with no commission per booking. Bookings start from £45 a month, and every module together is £150 a month, excluding VAT. Card fees are Stripe's standard rates, paid from your own Stripe account.

Can I try it first?

Yes. The live demo is a working copy of the platform. Book as a guest, then open the back office and the app and change anything you like. Nothing to install and no card needed.

How to market a sauna business.