By David Dragseth (CEO) & Shaelyn Crutchley (President & CMO),
Superior Sauna & Steam
📍 Jyväskylä, Finland | July 2025
Last month, we had the opportunity to join peers from around the world in Finland for the World Sauna Forum — and what we found wasn’t just inspiration, it was affirmation.
What We Learned from Finland
“There’s a deep respect for tradition in Finland — but also a desire to elevate it.” — David
We experienced smoke saunas that balanced ancient materials with modern lighting and design. We listened, we learned, we sweated in silence.
And in a quiet conversation with Finnish architect Samppo, we were reminded:
“We never did this because it was good for us. We did it because it was a way of life. The medicine came later.” — Samppo
As Americans, we often enter sauna seeking health — to heal something. But in Finland, sauna is simply part of being alive. That shift in mindset reframes how we approach design, wellness, and hospitality here at home.
How the World Sees Superior
We were also encouraged by the perceptions of our colleagues abroad.
“We are known for our innovative design and for our American take on opening up or challenging the historic box of the sauna.” — David
Across Europe, there’s growing excitement about what we’re doing in the U.S. — not because we replicate Nordic tradition, but because we reinterpret it through accessibility, community, and storytelling.
One of the most moving moments came from Tea from Furuvik, who called Superior “a pioneer” for creating public sauna villages and community-forward events. She shared that even in Finland — the birthplace of sauna — this level of openness and inclusion is still emerging. At places like The Yard, we are doing something new: building spaces where newcomers and aficionados alike can sweat together.
“We’re not just making space for sauna. We’re making space for people — all kinds of people — to belong.” — Shaelyn
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Historic Smoke Sauna interior, during the “Ultimate Smoke Sauna Day”, amongst 13 smoke saunas featured at Jyväskylä Sauna Village. |
Redefining Wellness & Reconnecting to Self
“The luxury of Finnish culture isn’t wealth — it’s wellness.” — David
Beautiful environments. Stillness. Connection. Rhythm. Time.
“I felt more connected to my ancestral roots than I ever have before.” — Shaelyn
For Shaelyn, who has Estonian and Norwegian ancestry, the trip was not just about sauna — it was about return. To lineage. To slowness. To what’s possible when we create space not just for heat, but for transformation.
One surprising detail? Many saunas had no windows.
“At first, it was disorienting… but then, you trust your breath, your voice, the stillness. It became womb-like — and in that dark, you slow down and settle into peace with your body and those around you.” — Shaelyn
🔁 What This Means for SuperiorWe don’t just build rooms. We build moments of return: to self, to silence, to connection. We’ll be bringing these insights back to our partners and community through:
Thank you to our global community for the warmth, insight, and encouragement. We’re more committed than ever to building a sauna culture that reflects the best of who we are and what’s possible - together. |
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A post-sauna selfie with Tea, owner and operator of Villa Furuvik. |
With heat & heart,
David & Shaelyn
Superior Sauna
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