top of page

Estonian Saunas in the news:

We regularly help journalists and other content producers learn about Estonian sauna culture, history, design, and technology - including by taking them to the sauna here in Estonia! Email us at if you'd like our help or check out recent media coverage below.


Connected on Netflix

We appear in episode 5 of Netflix's new science show, Connected, which has been getting great reviews around the world. You can read more about it in ERR News here and check out some of the positive reactions online in Geenius (link in Estonian) here.


Reuters reports on the rise of the Estonian sauna industry

Reuters came to Estonia to met us and report on how our sauna industry has continued to grow through the coronavirus crisis. The report was broadcast around the world and also picked up by the New York Times.


Spread the leil

Anni went on the Estonian TV show Ringvaade to talk saunas - and also explained that we should try to make 'leil' the first Estonian word to enter English. Leil is the steam generated by pouring water onto hot rocks inside a sauna. You can watch her interview in Estonian here.

Copy of got leil_ (1).png

Our US launch

We've partnered with Cedar and Stone Nordic Sauna, a quality American sauna builder in Duluth, Minnesota, to distribute HUUM sauna stoves across America. ERR News covered the story here.


The 100 year old Seto smoke sauna in Canada

We were contacted by a reader of our Estonian Saunas blog who discovered his family's old Seto smoke sauna in Canada. We wrote up the story here and it quickly became news in Estonia too, including in Postimees and Elu24.


Global sauna stove sales surge during lockdowns

While overall exports from Estonia have dropped amidst the coronavirus crisis, we've had record sauna stove sales - mostly due to investments in home saunas. This was widely covered in the Estonian media, including here in English and here in Estonian.

Annotation 2020-02-18 073017.png

Introducing the ZiL

Our new sauna, the ZiL-131 SAUN, (which is inside an old Soviet Army truck) made its debut at the European Sauna Marathon and has been making headlines in Estonia and around the world. We compiled a lot of this coverage in this video we made about the sauna marathon.


Be Well, by Gestalten

Gestalten has featured our home sauna, Rangi saun, in its new book. Be Well is a journey around the world's most extraordinary spaces for wellness. You can order it online here.


"Sauna to an Estonian is like a pub to an Englishman"

Weekly women's magazine Naisteleht visited us at home for this nice little feature about us as a British-Estonian family sauna business. You can read it online (in Estonian) here.


Our story in Õhtuleht

Estonian newspaper, Õhtuleht, interviewed Adam for a feature about his life and work. The story is online here (although it's in Estonian and behind a paywall).


Born in the sauna

The sauna is the traditional place of birth in Estonia so we decided to launch our company there too (just before opening our own smoke sauna). That generated headlines before we'd even built our business - like here in the Sun, the UK's largest newspaper.


The SaunAudi

We love documenting weird and wonderful saunas we find, like in this short video about an old Audi in Estonia that's been converted into a sauna. That quickly went viral and was featured in media reports in Estonia and around the world, including BBC News which interviewed us here. We also helped Reuters with this follow-up video report


EasyJet in-flight magazine

We were visited at our smoke sauna by a writer for EasyJet's inflight magazine and she wrote a wonderful feature about us, which you can read here (on pages 38 to 42).


Sounds of the Baltic Sea

This was an unusual media inquiry, even by our standards! There were a series of concerts in Germany about the sounds of the Baltic Sea with each song themed around a sound common to our region. One song was based on the sound of birch whipping recorded in our sauna. 


Life in Estonia magazine

The latest edition of Life In Estonia magazine has an overview of why Estonian saunas are becoming more popular around the world through exports and tourism - and the help of a few new celebrity fans.

Annotation 2019-10-10 092116.png

European Sauna Marathon

We've reported on Estonia's 'European Sauna Marathon' (which we now sponsor), first for Estonia's public broadcaster ERR and most recently for Estonian World - for which we were also featured on the BBC Travel Show and interviewed by Business Insider.


Launching in the UK

You can read more about our plans to help more Brits build saunas here in Estonia's top English language online magazine, Estonian World.


For Queen & Country

The British Army has deployed 800 new solders to Estonia so we welcomed some of the first to arrive with a traditional Estonian smoke sauna to introduce them to our country. It was covered by ERR News here.


The Boston Globe

The sauna is often an opportunity for us to introduce the story of Estonia to more people around the world. Most notably, we took the Boston Globe to the sauna and they wrote a great article about Estonia as the land of saunas, forests, and startups. It even made the front cover of their magazine.


Voting in the sauna

Estonians can do almost anything online from anywhere so we often test this in the sauna. We've voted in the last few elections while having a sauna, which resulted in this viral video and media coverage around the world, including the main evening Japanese news. Even the EU Parliament itself made a video about this (shown here).


In deutschen nachrichten

We've been featured in German news several times talking about sauna culture and entrepreneurship, including on the main evening news show Tagesthemen, as well as Bayern 2 radio (in this fascinating blog and podcast).


Showcasing Estonia

We've been featured in several videos made by the Estonian state, including Visit Estonia, our tourist agency, and the Work in Estonia programme - for whom we've twice hosted saunas at our home for their Career Hunt challenge. 


Tallinn In Your Pocket

Local tourist magazine, Tallinn In Your Pocket, ran a special sauna feature about us in their print magazine. You can also read their interview with Adam Rang here.

Estonian E-Residency meeting 1250518 (11

Outside the sauna

Anni is a green building expert while Adam helped the Estonian government develop e-Residency and is passionate about business transparency. They both often talk and write on these topics. Adam wrote about combating criminality in business here and here), as well as the importance of encouraging more connections to Estonia. He's also in this TL:DR video about Estonia.

bottom of page