Start with a per-seat social price
A social session sells individual seats in a shared hour. Work out your costs per open hour, including wood or power, staff, rent and insurance, then decide what a full hour and a half-full hour need to earn. Your seat price should cover a typical hour, not just a full one.
Set a private hire price per hour
Private hire sells the whole sauna to one group. Price it close to what a full social hour earns, or a little above, because groups book the hours that would otherwise sell well.
Use time-of-day pricing
Make quiet hours cheaper and busy hours worth more. Sunrise seats on a weekday can be priced lower to build a morning crowd, and Friday evening seats can carry a premium.
Add memberships once you have regulars
A membership tier usually includes a set number of sessions a month for less than the walk-up price, plus a discount on extra seats and some guest passes. Members bring predictable income, and their friends become new customers.
A worked example
Seaside Sauna on Lancing beach has eight seats an hour. Social seats are £15, sunrise seats at weekends are £12, children are £7.50 with an adult, and private hire for up to eight is £90 an hour. Memberships run from £40 a month. All of this is set and changed in the Stoked back office.
Keep it visible
Show your prices clearly on your website and booking page. People who can see the price are more likely to book, and AI assistants can quote it correctly when someone asks.
