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Golden Coast highlights sauna as continuing business growth opportunity.

More and more companies in the UK are moving away from seasonal operation by diversifying into sauna and, according to Golden Coast, the UK’s leading independent supplier of wet leisure products to the trade, all signs point to this sector offering huge growth opportunities for the industry.

Backed by the results of its own annual State of the Wet Leisure Industry Survey, which has shown clear year-on-year expansion for sauna , Golden Coast sees this growing consumer interest as an indication that householders are prioritising home improvement and health.

The trend for wet leisure businesses to diversify into each of the three main sectors – pool, spa and sauna – continues. But, although sauna remains the smaller sector overall, it is increasing by the fastest rate – with more than half the companies in the latest survey involved in selling and installing.

Jamie Adams, managing director of Golden Coast says: “For those already installing and supporting pools and spas, saunas are a natural fit as the knowledge, skills, facilities and customer bases you have can be easily adapted to the sale, installation and maintenance of saunas.

Figures from Golden Coast and its sauna partner Tylö make interesting reading for any company considering entering the marketplace. Jamie explains: “Typically, the gross profit on a sauna is 40% and your customers will be paying between £2,500 and £25,000 for an installation. But, like we’ve seen with spas and pools, installing a sauna is accompanied by growth in add-on business through consumables, servicing, repairs and retrofit products.

“But, more than that, it gives you an offering that sells all-year-long, unlike pools or spas which are very seasonal.”

Find out for yourself.

To support customers thinking about offering saunas to their customers, Golden Coast has produced an e-book, downloadable at no cost from, which offers practical advice on getting started and spells out the advantages.

Jamie concludes: “There is huge scope for expansion in the sauna sector. And while there is particularly fast growth at the top end of the market, we’re seeing that more and more households are discovering that fitting a small sauna is within their reach financially.

Adams feels that there is still huge scope for expansion of the sauna sector. “While we are noticing fast growth at the top end of the sauna market, there is also an increasing awareness at the other end of the market that installing a small sauna is not expensive and it is within easy reach financially.”

For more information on the Tylö range of saunas, which are available in the UK through Golden Coast, visit And to find out more about what sauna can do for your business, download the free e-book from here, email [email protected] or speak to a member of the Golden Coast sales team on 01271 378100.