WINNER! iglu is officially Best Affordable Sauna in the UK

"This award recognises saunas that are making high-quality sauna experiences accessible at an affordable price point… it celebrates those who are expanding access without losing the integrity of the experience. This includes operators who are finding creative ways to balance cost and quality – whether through innovative business models, community pricing, partnerships, or targeted initiatives such as discounted or free sessions. At its heart, this award honours those who are opening the door wider, ensuring that the benefits of sauna can be experienced by more people across the UK."

(British Sauna Society)

iglu co-director Shekina shares her thoughts on winning the award, the incredible sauna industry and life running a sauna

If you'd told me three years ago that I'd be standing on a stage in Brighton with my colleague Charlie collecting a national award for a sauna business, I'd probably have laughed out loud.

Back then, the only outdoor sauna I’d been to was the amazing Brighton Beach Box in September 2023, and one in Austria aged 9 which I walked into with my dad and straight out of again, when realising everyone inside was stark naked.

Other saunas I’d visited were in hotels and gyms, but I could probably last a minute in one of those (if that!), and really, sauna and contrast therapy wasn’t my thing, in fact -  the term ‘contrast therapy’ didn’t exist in my life. And the cold plunge bit, well definitely not. The only plunging I was interested in was into the bath… (or maybe the mediterranean sea). 

But, you can probably see where this is going - things have changed. Not only am I running a sauna business with the best team imaginable, but I've also found myself in all sorts of unexpected situations: appearing on national TV to talk about saunas (that was scary!), meeting journalists, travelling around the country to sauna events, and now standing on a rather large and daunting stage in Brighton accepting a national award. 

About the award

The award was for UK's Best Affordable Sauna. It was the first time this category had been part of the awards.

When Sam (that’s my little brother by the way, who is not so little anymore) first had the idea to start iglu, he was already obsessed with saunas, and he was certain that both high quality and affordability would be one of the central ideas behind the whole business. 

His vision was that everyone should be able to experience the benefits of sauna and cold-water therapy, and have an amazing time in a stunning place, with top quality facilities, team and attention to detail, regardless of their income or financial constraints. 

Wellness isn't always as affordable as it could be, and Sam was determined that iglu would be different. When we opened the first sauna door in December 2023, we set out to create something that felt both high quality and down-to-earth. Since then, we've worked hard to make that vision happen through memberships, concessions, community partnerships and a constant focus on improving the experience.

Winning an award that specifically recognises affordability alongside quality means so much to us.

The award was announced at the UK Sauna Summit in Brighton, surrounded by lots of fascinating people with their own stories, who all love saunas just as much as we do. The sauna movement in the UK is growing incredibly quickly, and it's exciting to see so many operators helping shape what British sauna culture looks like in their own unique and brilliant ways. 

Thank you (here’s where the Oscar’s type speech comes in!)

To everyone who has visited us in Hebden Bridge or Slaithwaite. To everyone who's recommended us to someone. Everyone who has liked or shared a social media post, left a review, bought a membership, attended an event, chatted to us, supported us, provided guidance, anchoring, love. 

To the INCREDIBLE team at Hebden Bridge and Slaithwaite. To the cake-makers and the hay clearers and the gardeners. To the people who own the fantastic spaces we have our sites on. To Sam, for introducing me to the sauna world… THANK YOU! To all of you… thank you 🙂

What a journey

When I looked around the (huge) room in Brighton, which was so much bigger than the first sauna summit two years ago on the sunny rooftops in Hackney, I couldn't help but think about how brilliant (and slightly crazy) this whole journey has been. For me, but also for the whole sauna culture in the UK.

A few years ago, most people I know had never heard of contrast therapy. Many had never been in a sauna. Now we're seeing communities form around these spaces, friendships develop, people improving their wellbeing and an entire movement growing around it. It is genuinely a privilege to be part of it. And while winning the UK's Best Affordable Sauna is something we're incredibly proud of, what matters most is continuing to stick to our guns, take risks, and enjoy it. To keep sauna welcoming, community-focused and FUN, and make sure it stays a part of life here in the UK and continues to grow. 

And, of course, we will continue to spend an extraordinary amount of time talking and thinking about saunas & cold plunges and the whole experience. From thermometers to wood oil to how to cut the oranges to customer journey to how to make sure all guests sit on their towels, we think and we think hard.

As for me, I am officially into saunas now. Still negotiating with the cold plunge!