The Sauna Business: A Sweating Trend Sweeping Oregon
The sauna business is booming in Oregon, and it's not just a Finnish immigrant phenomenon. Michael Calcagno, a Portland-area sauna operator, claims that Oregon's commercial sauna offerings are as robust as those in Minnesota, a Finnish immigrant hotbed with a Guinness World Records-worthy sauna density. Calcagno's birthday adventure earlier this year, where he visited all the public saunas within three hours of Portland, revealed a surge in sauna establishments over the past five years.
The data supports this claim. A search of the Oregon Secretary of State business registry for the word 'sauna' yields 119 results, with 72% of these businesses formed since 2018. A staggering 30% were registered in 2025 alone. This trend is not limited to commercial ventures; many individuals are setting up saunas in their yards, homes, and Airbnbs.
The appeal of saunas is multifaceted. The health benefits of sweating in near-200-degree temperatures are well-documented, and Calcagno personally finds sauna sessions improve his mental health. He and his wife, who are not meditation enthusiasts, appreciate the sauna's ability to create space between them and their problems, fostering good conversation.
However, the sauna boom has also brought regulatory challenges. A dispute in Montavilla over wood-burning sauna smoke emissions suggests that government wood-smoke rules may need updating. Additionally, the lack of practical cold plunge options under current Oregon regulations has sparked creativity. Some sauna operators offer cold plunges despite the regulatory gray area, while others cycle through cold showers or set up shop near waterways.
Calcagno supports regulatory reform, especially regarding cold plunge options. He worries about a potential crackdown and highlights the financial constraints of installing a cold plunge for institutions without major investor capital. Meanwhile, he continues to organize events like the Willamette Sauna Festivaali, aiming to normalize sauna culture and attract a broader audience.
The sauna business in Oregon is a fascinating blend of health, culture, and entrepreneurship. As the trend continues to grow, it will be interesting to see how regulators adapt and whether the sauna becomes an even more integral part of Oregon's landscape.
