We are SMÜG
Sauna is the fastest growing ritual in Britain. We believe it should be open to everyone.
We bring heat, cold water, and a bit of breathing space wherever you are, whatever the season.
We run sauna experiences for film sets, community events, sports days, festivals, and cultural spaces. Properly done, every time.
We know events. We know saunas. And we genuinely love what happens when you put the two together and people leave feeling better, brighter, and just a little bit smug.
Why Sauna - and Why at Your Event?
Public sauna venues have doubled in a single year. It turns out all kinds of people are after the same thing, rediscovering something ancient. Every age, every scene, every community is finding their way back to this different kind of social ritual. One built around heat, cold water, and the kind of conversations that only happen when our phones are off. It's not a trend. It's something that's been working for thousands of years, and we're here to bring it to you.
Festivals
A destination within your event. Strong content. Real dwell time. SMÜG is for festivals you wouldn't expect to have saunas!
Sport
Recovery done right. The contrast ritual is what elite athletes use, now available at the finish line.
Film & TV
On-set welfare that actually works. Cast and crew come back warmer, looser, and ready to go again.
Corporate
Real connection, no agenda. Titles stay at the door. The conversations that follow tend to matter.
Community
Something real for people to gather around. Warm, open, and genuinely good for a neighbourhood.
Councils
Activates public spaces. Supports public health goals.
Garden Parties & Get-Togethers
Something different for your home, holiday rental or outdoor space. Guests won't expect it, but they'll talk about it long after.
Not on the list?
Good. Some of our favourite events started with a conversation. Tell us what you are thinking.
Good for you
What regular sauna does for your body and mind
- Better sleep
- Clearer head
- Muscle recovery
- Heart health
- Immune system boost
- More energy
- Better mood
Where We Travel
We Come to You
We travel all over the UK. If you've got the space, we'll find a way to get there.
- Cities
- Gardens
- Festival fields
- Film & TV locations
- Community events
"If you've got the space, we'll find a way to get there."
Not sure if we reach you? Drop us your postcode - we'll usually come back to you the same day.
Drop us your postcode
Anyone can be SMÜG
Sauna is for everyone. Whatever your group, your location, or your needs. We will always find a way to make it work. Just ask.
Talk to us