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Freshly back from my glorious 11-day trip in Finland in September 2023, I have begun seeing a surprising number of articles on Finnish saunas.

On November 24, 2023, the BBC ran a multimedia spread under the banner “Saunas: The essence of Finland’s heartbeat,” featuring a refreshingly accurate video by Maria Teresa Alvarado, aided by producer by Natalia Guerrero. The video began showing a scene of a typical Finnish sauna, with a Finnish voice saying, “A Finn without a sauna is like a polar bear without ice and snow.”

A month earlier, on October 24, 2023, the famed British news service ran another glowing piece called “The 10,000-year-old origins of the sauna – and why it’s still going strong,” on this ancient Finnish tradition of taking hot air baths in wooden sheds that stimulate excessive sweating, often followed by immersion in cold water, snow, or cold weather.

Finland’s Baltic neighbor Estonia shares an equally old sauna tradition, and its sauna traditions this year are getting buzz thanks to the film “Smoked Sauna Sisterhood” (“Savusanna Sõsarad” in Estonian), a 2023 documentary on that country’s ancient sauna tradition and the women who partake in it. It just won the best documentary film award on December 9, 2023 at the European Film Awards.

Saunas: hot, hot, hot everywhere!

Yes, saunas are clearly the sweaty, hot ticket in many spaces.

Even in the U.S. medical establishment, which has never embraced practices that can’t be tied to for-profit enterprises that prioritize profit over health, some medical researchers are suddenly acknowledging the extensive and documented health benefits of saunas.

The modern Finnish sauna is but one of many “sweat lodges” and saunas that emerged globally, but none more famously than the Finnish sauna.

The BBC’s October 24, 2023 story by Clare Dowdy explored the history of the sauna in Finland and the Baltic region and its cultural significance to Finland, from the past to present: “In Finland, the sauna is ‘one of the key national symbols’, says [Dalva] Lamminmäki, precisely because it’s very much an everyday ritual for Finns, with 3.3 million saunas in a country of 5.5 million inhabitants. ‘Everyday practices are relevant to national identity also because over time they form a widely shared understanding of the culture and what it is like to be a citizen of a country,’ she adds, ‘It’s said that sauna creates a basis for understanding what Finnishness is.’”

This week, I stumbled on still another glowing article, published in The Guardian on December 6, 2023 , on the foundational importance of sauna’s to Finland’s enviable status as the “happiest country in the world” six years in a row.

Writer Miranda Bryant visited Tampere, “sauna capital of Finland,” and explored its well-known public saunas—the city boast almost five dozen of them. Bryant praised the tradition and suggested they are a foundation to Finland’s success creating national wellbeing.

“Unlike in other countries, where saunas are usually marketed as an expensive activity for the few, in Finland they have a far more everyday role,” writes Bryant. “Many people have saunas in their homes; lots of older Finnish people were even born in saunas. But they are also considered a sacred space and a place to find community as well as peace.”

The difference between real and fake sauna experiences

It could be that I’m more aware of saunas because I used them and sought out traditional and public sauna experiences during my trip in Finland.

I also think saunas are now trending as the latest “it” thing in wellness or boutique healthcare that really is a mask for old-fashioned narcissism.

This week, I saw a mobile sauna being advertised for a price of $45 for an hour at a Portland event. The branding of this new fad in “Instagram poseur” imagery typically leans heavily into maximum cleavage and/or a hot yoga bod, with the sumptuous sauna user looking sumptuously fulfilled.

From what I can tell, that is how many sauna services and products are marketed to U.S. consumers—something for “special” people, meaning those who are sexier, more charismatic, and definitely healthier than you. They definitely have a hotter bod than you too!

I eventually hit a breaking point on the corruption and meaning of saunas, to human health and to their egalitarian and cultural roots in Finland, but also Estonia, other Baltic countries, and also Russia through hot baths called banya.

I especially appreciated the photos of saunas that Bryant profiled in her Guardian feature story, and also on the City of Tampere’s tourism website promoting the city’s many facilities. That webpage, showing people of all different body types—not one a smoking beauty—notes: “Did you know there are over 55 public saunas in Tampere region for anyone to relax in, throughout the year? Finnish sauna culture is also a part of the UNESCO Intangible Cultural Heritage list.”

These honest pictures matter, because they show a sauna is not the domain of Instagram narcissists. They show guys half naked drinking beer outside or people of all body types wandering outdoors in the cold after plunging into a frozen lake. That’s how they do it. And they are really wonderful.

After hitting my sauna boiling point, practically steaming, I kvetched to some of my Finnish relatives who live in Tampere (I know, isn’t that a cool coincidence!) on how American “entrepreneurs” are trying to turn saunas into snobby, high-end, upper middle-class, white, health salvation spas for the “right kind of people,” promoted by scantily clad sexpots showing beaucoup de cleavage and draped in towels. I shared it was driving me nuts. They all responded with funny emojis, and one of them suggested I needed to join them at Tampere’s Rauhaniemi folk spa, which has a nice, icy-lake, winter swimming option.

I’m glad we are seeing the far more realistic image of what saunas are like.

They are very democratic and plebeian, especially in countries like Estonia and Finland. Naked typical bodies are not oozing with steam like yoga skankiness. There, the sweaty bodies are rather normal looking. And in a sauna, you show the flesh in all its perfectly imperfect glory.