Brighton and Hove has become the UK’s unlikely sauna capital according to Google Trends. Over the past four years, Brits have ramped up their searches for ‘Saunas’ to more than 19,000 times per month, marking a striking 166% since April 2020. Research from Secret Saunas shows that Brighton and Hove are leading the way as the cities with the highest search interest, ahead of Edinburgh and Blackpool.
While the origins of our local passion for saunas is unknown, it may have been fuelled by the opening of the Brighton Beach Box in 2018. Located on Madeira Drive, this hipster vibed sauna hub has welcomed heat-lovers with a variety of sauna experiences, quickly becoming a community favourite. Liz Watson, the founder of Brighton Beach Box, reports, “Since opening, we’ve served over 15,000 clients and have grown to include 10 dedicated staff members”.
Also jumping on this hot trend is, Saunadelic which recently emerged at the Hove Lagoon offering a wood-fired sauna alongside a cold plunge, for the contrast therapy enthusiasts.
Image courtesy of Saunadelic
Influencing the Property Market
As saunas become a staple of wellness in Brighton and Hove, their influence has permeated the property market. Premium listings now frequently boast in-house saunas, reflecting growing buyer demand. Peter Philippes of Lextons says “since lockdown, I have certainly seen an increase of requests for Saunas for a new home in the Brighton and Hove area. With health and relaxation in mind, many are looking for spaces to add internally, or find outside areas to allocate an installation of a Sauna”.
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