How Gyms Are Using Saunas to Boost Membership and Retention

The smell of cedar, the glow of heat, and the release of breath after a workout — a sauna is more than recovery. For gyms across Australia, adding a traditional Finnish sauna has become a way to differentiate, retain members, and build long-term loyalty.


Why Recovery Matters for Gym Members

Modern fitness isn’t just about lifting heavier or running faster. Members want holistic wellness — a space that helps both body and mind recover.

Research supports this. A 2021 review found that heat therapy, including sauna bathing, improved cardiovascular conditioning, aided muscle recovery, and supported mental wellbeing (Scoon et al., Frontiers in Sports and Active Living).

For gyms, offering recovery-focused amenities isn’t optional anymore. It’s what sets you apart from the 24/7 chains and keeps members renewing their memberships.

 

The Sauna Advantage for Gyms

Adding a sauna creates benefits that extend beyond the session itself:

  • Stronger retention – Members with access to wellness amenities are more likely to stay loyal.
  • Premium positioning – Charge higher-tier memberships with sauna access included.
  • Low operating cost – At around $2.50 per session, running a sauna is far cheaper than hot tubs or pools.
  • Wellness alignment – Supports stress reduction, immune health, and mental clarity — all values that resonate with modern fitness culture.

 

Case Study: Gyms Adding Saunas to Boost Value

In Scandinavia, where saunas are part of daily life, gyms standardise sauna use as a recovery tool. Members expect it, and they stay because of it.

The same is emerging in Australia. A boutique gym in Melbourne that installed a cedar barrel sauna reported higher renewal rates and more word-of-mouth referrals. For gyms, this isn’t just an amenity — it’s a business strategy:

  • Higher member lifetime value
  • Premium pricing opportunities
  • Community-building spaces

 

Bringing Glow to Your Fitness Space

At Glow Saunas, we design traditional Finnish saunas with smart app control, built from sustainably sourced cedar and certified for Australian safety.

For smaller gyms or recovery studios, the Glow Compact Cedar is ideal — a 1–2 person sauna that fits neatly into limited spaces.

For larger fitness centres, wellness clubs, or premium recovery lounges, the Glow Estate Sauna creates a signature recovery space for groups of 6–8.

Explore our full sauna collection or book a call with our team to discuss the right fit for your gym.

 

Ready to Boost Membership and Retention?

A sauna is more than a recovery tool. It’s a statement of care, a ritual of wellness, and a reason for members to stay longer and return more often.

If you’re ready to elevate your gym offering and boost retention, we invite you to book a discovery call with Glow Saunas today.

Calm, confident, and considered — your next member benefit is waiting.

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