The Sauna Business: A Rising Trend in Oregon
The sauna business is booming in Oregon, and it's not just a trend for the Finns. With a growing number of saunas popping up across the state, it's clear that the rules might need some adjusting. Michael Calcagno, a Portland-area sauna operator, has been on a mission to explore the sauna scene in Oregon, and his findings are eye-opening.
In a month-long birthday celebration, Calcagno visited all the public saunas within three hours of Portland, excluding the Seattle-Tacoma area. He discovered a surprising number of new saunas that had opened in the past five years, totaling about two dozen. This trend is further supported by an analysis of Oregon business records, which reveal a significant increase in sauna-related businesses since 2018. The data shows that 72% of sauna businesses listed on the registry were formed in this period, with 30 new registrations in 2025 alone.
The reasons behind this boom are clear. Saunas offer well-documented health benefits, including improved mental health and the ability to facilitate good conversations. Calcagno, for one, finds solace in sauna sessions, which provide a much-needed break from his problems. The trend is not limited to commercial saunas; many people are setting up saunas in their yards, homes, and even Airbnbs.
However, the rise of the sauna business has also brought regulatory challenges. The dispute in Montavilla over wood-burning sauna emissions highlights the need for updated government wood-smoke rules. Additionally, the lack of practical cold plunges in many saunas due to Oregon regulations is a significant issue. Calcagno argues that these gray areas can lead to problems when something goes wrong and suggests that regulatory reform is necessary.
Despite these challenges, the sauna business continues to thrive. Calcagno's Willamette Sauna Festivaali, held in a public park, attracted 1,000 attendees, showcasing the growing interest in saunas. The trend is not just about the physical act of sweating; it's about creating a community and a sense of well-being. As the sauna business expands, it's essential to address the regulatory gaps and ensure that the trend remains sustainable and accessible to all.
In my opinion, the sauna business is a fascinating example of how a simple idea can become a thriving industry. It highlights the importance of embracing cultural practices and adapting them to modern needs. As Oregon continues to embrace the sauna trend, it's crucial to strike a balance between tradition and innovation, ensuring that the sauna remains a safe and enjoyable experience for all.
