Distributor Spotlight: Finnmark – Helping shape the UK’s sauna renaissance

July 30, 2026

Founded by brothers Jake and Max, Finnmark has grown from a small family business travelling across Britain with a van into the UK’s leading specialist in authentic saunas. Along the way, the company has delivered some of the country’s most ambitious sauna projects, including the UK’s tallest sauna at The Shard, the largest Arc Sauna in Canary Wharf and the UK’s first floating sauna with WYLD Sauna in Liverpool. As the UK’s first Sauna from Finland certified retailer, Finnmark continues to champion authentic Finnish sauna principles while helping customers understand the technical details that separate an ordinary hot room from an exceptional sauna experience.

As Thermory’s long-standing partners in the UK, Finnmark shares our commitment to quality craftsmanship, authentic sauna culture and premium materials. We spoke with Jake and Max about the evolution of the UK sauna market, raising the standard for authentic saunas and why choosing the right materials makes all the difference.

The UK sauna market has evolved dramatically over the past decade. How have customer expectations changed?

The market has become significantly more informed, design-conscious and technically curious. When we started over ten years ago, many people saw sauna as simply a timber room with a heater, often assuming standard construction timber would do the job.

A big part of our work has been changing that perception and helping people understand that authentic sauna design is about much more than appearance. The right materials, ventilation, heating, thermal mass, layout and löyly all work together to create the experience.

Today, customers ask much more detailed questions about timber species, durability, sustainability, maintenance and how materials perform over time. Awareness of thermally modified wood has grown considerably, particularly for outdoor saunas and premium interiors where stability and longevity really matter.

We’re also seeing customers move towards more considered, architectural sauna spaces. Darker wood tones, clean detailing, large glazing, integrated cold plunge areas and Scandinavian-inspired interiors are all becoming increasingly popular, whether for a garden sauna, a larger outdoor sauna or a bespoke home sauna.

Beautiful sauna designs by Finnmark featuring Thermory products

What led Finnmark to partner with Thermory?

We began working with Thermory because we wanted sauna materials that matched the standard Finnmark was trying to establish in the UK sauna market. From the beginning, our aim has been to raise expectations around what a proper sauna should be, not just visually, but technically and experientially.

Material choice is a huge part of that. Sauna timber has to cope with extreme heat, humidity and repeated thermal cycling, while also feeling comfortable, looking beautiful and ageing well. Thermory stood out because of its expertise in thermally modified wood and its strong understanding of sauna-specific materials.

What do you value most about working with Thermory?

The partnership has always been reliable, professional and closely aligned with our own values.

Consistency is probably what we value most. Whether we’re delivering a bespoke residential sauna, a commercial wellness project or supplying materials for DIY builders, we need complete confidence that the products will perform exactly as expected.

Thermory gives us confidence. Their products help us deliver luxury saunas that feel premium, authentic and built to last. The collaboration itself has also always been very smooth, which makes a real difference when working across both day-to-day supply and more considered sauna projects.

Which Thermory products stand out for you and your customers?

We offer Thermory products across a wide range of sauna applications, including sauna cladding, bench materials and interior finishes. We also offer Thermory’s ready-made sauna benches, which are a great option for customers who are newer to sauna building and want a high-quality, reliable way to get started with proper sauna materials.

Thermory’s thermo-aspen remains one of our favourites, particularly alongside some of the company’s more design-led profiles that help create clean, architectural interiors while maintaining the warmth of natural timber.

Across the UK, we’re seeing a strong demand for thermally modified timber, with thermo- aspen and thermo-alder continuing to be among our most popular choices.

How do Thermory materials help you deliver better sauna projects?

Thermory has given us a material palette that combines aesthetics with dependable technical performance.

The products perform exceptionally well in the demanding heat and humidity of a sauna while remaining natural and chemical-free. Just as importantly, they help us educate customers. Once people can see and feel the quality of the timber, it becomes much easier to explain why proper sauna materials make such a difference to both performance and longevity.

What sets Thermory apart from other suppliers?

It’s the combination of technical performance, consistency and design.

The products are developed specifically for demanding environments rather than simply looking good in a showroom, and that aligns perfectly with our own philosophy.

Equally important is the relationship itself. Everyone at Thermory is knowledgeable, professional and easy to work with, making the partnership dependable from both a product and service perspective.

Is there a customer story that has stayed with you?

One piece of feedback has always stood out.

A customer told us their sauna had become the most used and most loved space in their home. It was where they went after long days, after cold sea swims or simply when they wanted a moment of quiet. They said the warmth, depth and natural scent of the timber made the space feel instantly calming and beautifully grounded, and that stepping inside felt like crossing into a completely different pace of life.

For us, that’s exactly why material choice matters. The right timber helps create a sauna that feels refined, welcoming and built to last – not just on the day it’s installed, but for many years afterwards.