Seaside sauna culture is having a moment in the UK, with converted horse boxes and cabins popping up along the coast with increasing regularity, from Brighton to the Firth of Forth. Indeed, there are now more than 80 seaside saunas in the UK, according to the British Sauna Society. And as the plummeting winter temperatures set in and people search for ways to banish the January blues, we’re hitting peak hotbox season.
Sweating away in a wood-fired box has a myriad of health benefits, so you can see why sauna has taken off, giving The Moomins a run for their money as Finland’s favourite cultural export. But what is working life like for those running these seaside hot spots, who brave the winter elements to bring a taste of Scandinavian wellness culture to the masses? I spoke to sauna savant Dave Batchelor, owner of mobile sauna Fire, Salt & Sea in Worthing, West Sussex to find out, and to learn more about his experience of small business marketing.
Hi Dave! Can you tell me about your business in a nutshell?
Fire, Salt & Sea is a wood-fired pop-up sauna right on beautiful Worthing beach. I run the business with my son Louis, and we’re open Thursday - Sunday every week.
How did Fire, Salt & Sea come about?
I was a sea-swimmer and first got into sauna by going to the Beach Box Spa in Brighton, discovering it was a great way to warm up! It blew my mind straight away. I’d been to leisure centre saunas before but they were pretty gross and too hot. This was different. There was something special about the combination of the heat, the sea views and the serene atmosphere contrasting with the beach’s blustery conditions. The idea hit me so strongly: I wanted to build a sauna and put it on the beach.
At the time I was working and running a printing company, but the sauna idea wouldn’t go away. I’d be at my desk with 40 browser tabs open about carpentry and sauna! But I couldn’t do it by myself. I knew I would procrastinate so needed someone to help motivate me. As luck would have it, I met my business partner Alice in the sauna at Beach Box and she was up for getting involved.
During the pandemic, the printing business more or less evaporated, which meant I had the luxury of time to build the sauna. So we found an old horsebox for sale on Facebook and got to work converting it! I lead on the build and Alice did all the admin, including contacting Worthing Council for the permit. After four months of building and negotiating red tape, we launched around Christmas 2020 inbetween the two lockdowns. I was buzzing with excitement.
Why did you choose Worthing as your base?
We chose Worthing for a few reasons. I didn’t want to step on Beach Box Spa’s toes by launching in Brighton and from an administration point of view, it was easier to set up in Worthing. Not to mention the fact that it’s a great town that’s on the up, with a lot of people moving here from Brighton and London. I feel like we’re part of the community here at an exciting time.
What are the benefits of sauna?
There’s more and more evidence on the health benefits, including reduction in cardiovascular issues, Alzheimer’s, stroke and cell repair. You feel great too, as sauna prompts your brain to produce more of the ‘happy hormones’ like dopamine and serotonin. Plus, it’s an elemental experience, which is incredibly good for your soul.. You’re on the beach, listening to the sound of the sea, immersed in the elements.
People just love being on the beach in the sauna and meeting other people. Everyone comes out grinning. I knew it would bring joy to so many people, but it's proven more popular than I imagined. New customers sometimes arrive with a bit of apprehension, but then they get in and love it.
Did you anticipate sauna taking off in the UK in the way it has?
The sauna explosion caught us all by surprise, but there was something in the air [when we were launching the business]. People were focusing on wellbeing and Covid prompted this shift in mentality. So it was somewhat foreseeable, but not to the extent we’ve seen.
How would you define your customers?
Our main customer base is women aged 45-54, followed by women 35-44. We do see some groups of blokes and it’s lovely to see men coming together, jumping in the sea and then getting in the sauna and having a chat. We also now have lots of regular customers who come weekly and bi-weekly as part of their personal wellness routine. Interestingly not that many of our customers are sea swimmers. I think sea swimmers prefer to get in, out and not hang around!
How do you promote your business?
We’re super visible with a high footfall, so the business sells itself in some respects. In addition to that, social media, and specifically Instagram is the main channel for us. I now pay someone to do the social media for me, posting on Instagram and sharing on Facebook and relevant Facebook groups using various hashtags.
We’ve done no proactive media relations other than some local press when we first launched, but have had some great national press coverage that has been largely organic, coming about through social media algorithms working in our favour and word of mouth. Talking to people and building relationships with other small businesses in the community also helps.
Is sauna a seasonal trade?
Yes - winter is our peak time. June, July and August are quiet, but then I can have downtime or take the sauna to festivals over the summer. Then it ramps up again in September.
What do you love about what you do, and what are the challenges?
I’m doing something I love and am passionate about, and I get to make people happy for a living. I’m also delighted to be part of bringing Finnish sauna culture to the UK and running a small, personal, family business (Alice has since left the business). My previous working life was punctuated by conflict and I didn’t like having to work around people I didn’t respect. Now, I have responsibility and agency. Though I’m also fully responsible for whether it works or not, which can be a challenge. Also, when the weather is rubbish, it’s hard work.
What advice would you give other small business owners?
Do it! Because you don’t know what you’re capable of, and it will surprise you. Trust your instincts. Keep on top of book-keeping. Talk to people, listen to ideas and take advice.
What are your business goals this year?
I want to kick it up a gear in 2024, increasing capacity and hours…watch this space!
And finally, what other small businesses would you like to shout out?
My barber! Alex at Turner’s Barbershop in Worthing, and Blend Coffee in Worthing.
Fire, Salt & Sea:
For more information, visit https://firesaltsea.co.uk/
Instagram: @fire_salt_sea_
Facebook: https://www.facebook.com/firesaltsea/
Worthing Seafront
Opposite Heene Terrace
BN11 3FN
Are you a small business owner looking for marketing and PR advice? If so, drop me an email: bryony@tellmemor.com
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