The British Sauna Society will collaborate with Dr Martha Newson of London's University of Greenwich during the UK Aufguss Championships to research the impact sauna culture has on wellbeing.

Ticketholders at the UK Aufguss Championships will be invited to participate in a survey before and after they use the 65-person Aufguss sauna, during the event which will take place between 18-19 May at The Arc in Canary Wharf, London.

Research results will inform Newson’s research on the power that sauna rituals have on group bonding, creating community through shared experiences and the psychology of belonging.

At the Sauna Summit – held the next day (20 May) – Newson will deliver a keynote speech called The power of ritual. The associate professor of psychology at the University of Greenwich will outline how ancient practices meet modern science, why rituals matter more than ever in a fragmented world and how we can consciously employ them to build stronger communities.

Newson is also leader of the Changing Lives Lab Group at the University of Oxford, where she has conducted research into how rituals shape identity and collective resilience – whether it’s in a football stadium or part of a sacred ceremony.

She said, “In other regions, such as Scandinavia and Japan, sauna use is collective – supporting the idea that collective experiences can help strengthen social bonds and enhance mental and physical health.

“Despite the growing popularity of saunas in the UK, little research has explored how sauna culture here compares to these traditions and how it might contribute to collective wellbeing,” she added.

“By investigating the psychological effects of sauna use, this study will provide valuable insights into how both individual and social aspects of sauna rituals influence relaxation and mental health. The findings will contribute to scientific literature and help shape discussions on holistic wellbeing practices, benefiting sauna users, wellness practitioners, and public health researchers alike.” .

UK Aufguss Championships 2025

This year’s competition is due to be the biggest yet, with an international jury of experts evaluating participants based on technique, storytelling and sensory immersion.

The venue, The Arc, was founded by Chris Miller – formerly of Soho House and now the CEO and founder of hospitality innovation firm White Rabbit Projects. The Arc has the largest sauna in the UK, with integrated sound and lighting systems, eight Brass Monkey ice baths and Augfuss performance areas.

Sauna Summit, 20 May 2025

The Sauna Summit is a day of keynotes, panel discussions (on building the UK’s sauna community) and networking opportunities, which culminates in the awards ceremony for Aufguss UK winners.