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.
HUUM's Red Dot Awards
Red Dot is one of the world's most prestigious international design awards and HUUM started 2021 by winning two of them - for the Hive sauna stove and the UKU sauna control system. Read more in ERR News, Estonia's public broadcaster, in English here.
Ben Fogle's new sauna
Ben Fogle has become the latest British celebrity with a HUUM sauna. We delivered the stove to our partners, Heartwood Saunas, who built this gorgeous sauna for him. It's well worth checking out the inside pictures on our Facebook page 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.
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.
"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.
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.
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.
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.
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.
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.
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).
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).
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.
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.