Who We Are

We are experienced event producers with over 25 years of delivering festivals, large-scale productions and public events, from red carpets to public art, outdoor theatre and placemaking events to high profile fashion, theatre, TV and live music events. We know what it takes to deliver something brilliantly in a field, on a high street, on a set , or at a finish line. We’re not a wellness brand that hired an events team. We’re producers who fell hard for sauna.

Guests enjoying a SMÜG sauna session

What's Important To Us

Accessibility

We believe sauna should never feel exclusive. Our spaces are welcoming, inclusive and accessible.

Inclusivity

Sauna has a long history of bringing people together — and we’re committed to keeping it that way. Our setup is designed from the ground up to be accessible and inclusive.

Commitment

Our saunas have step free access and we are currently seeking grants for hoist facilities for wheelchair users.

Welcoming

Our mission is to create spaces that feel welcoming whether you’ve never tried a sauna before or you’ve been doing this for years.

Social

No judgments, no barriers. Just warmth, cold water, and good company.

Health Benefits

Regular sauna use supports circulation, stress relief, muscle recovery, and sleep quality. Every session is good for body and mind.

Sauna set up in the distance

What We Bring

We bring sauna and cold water to places where people already gather — and places where they least expect it. Because we're producers first, we do more than just show up with kit. We know how to make things work in unusual locations, across complex logistics, in live environments and with all kinds of audiences. We know how to shape something so it feels right — safe, welcoming, considered, memorable. And we know how to stay professional while still making everyone feel at ease. So whether it's a recovery space at a sporting challenge, a wellbeing offer in a town centre, a special element at a public event, or a quiet reset for cast and crew on location — we bring the same care and production thinking to every job. We can arrive with a simple setup or help build something much bigger.

What people say about working with us

"I have never worked with anybody more professional and organised. Her passion and understanding of the people meets are always is a credit to herself, as well as the people associated with her. I was invited to try her new wellness pop up sauna. I cannot recommend it enough. Everything was taken care of. I felt relaxed and refreshed. I think this would be a great treat for ending long weeks shooting on location."
— Paul Bullion, Actor (Peaky Blinders , The Witcher)
"I had the huge pleasure of working with Pheona for 13 years in her role as Art Events Producer at the Barbican, London. In that time we worked on numerous large scale, complicated events. Phe makes things happen!! Nothing is too much trouble, and she brings a positive and joyful energy to any event. She has an ease with everyone from performers to technicians to invited guests, and treats everyone with the same professionalism. Her new venture is so exciting and I can guarantee you will be in good hands."
— Angie Smith (ex Barbican producer of 20 years)

Let's Work Together

The SMÜG Feeling

More than anything, SMÜG is about that feeling. The post-sauna, post-plunge, glowing, clear-headed, slightly amazed version of yourself.

The version that feels stronger, happier, calmer and just a bit proud.

Wherever we go, whatever the setting, our aim is simple: to create well-run sessions that help people feel good in their bodies, connected to the people around them, and leave feeling a little bit smug.