Exciting plans have been submitted for a new communal sauna on Southbourne Promenade, set to become a vibrant wellness hub for the local community. The project is a collaboration between Dorset-based company The Saltwater Sauna and SOBO Beach, featuring a wood-fired Finnish-style sauna and dedicated wellness space.
The proposed development will include a handcrafted sauna capable of hosting up to 25 guests, along with reception and changing facilities, an upper deck seating area, and beach showers. A major overhaul of the public toilets—currently managed by the council—is also part of the plan, promising much-needed upgrades for beach visitors.
Sam Glyn-Jones, co-founder of The Saltwater Sauna, shared his enthusiasm: “We’re thrilled to expand with a larger sauna and more communal environment on Southbourne. Since the beginning, my wife and I have aimed to introduce authentic Finnish sauna culture here in the UK. In Finland, the sauna is a social cornerstone—like the local pub, but healthier—and we want to create that same inviting space for people to relax and connect.”
READ MORE: Frozen in Time: Axbridge, the Market Town Preserved for Over 600 Years
READ MORE: Somerset Pub of the Year: Help Us Find the County’s Best
Rich Slater, SOBO Beach Operations Manager, added, “The condition of the toilets is a frequent complaint, so we’re taking steps to assume ownership from the council and deliver top-notch amenities. Partnering with The Saltwater Sauna allows us to combine upgraded facilities with expert-led Nordic sauna experiences. This collaboration will support our Wellness series, kicking off with Wellness by the Sea on Friday, 20th June.”
The Saltwater Sauna already operates popular locations at Sandbanks, Avon Beach, and Lulworth Cove, offering traditional sauna rituals, cold-water immersion, and partnerships with local businesses. The new Southbourne site is planned to run year-round, welcoming both seasoned sauna enthusiasts and newcomers eager to try sauna and contrast therapy.
Arlene Glyn-Jones, co-founder of The Saltwater Sauna, emphasized the inclusive vision: “Our goal is to create a warm, welcoming environment where everyone feels comfortable and cared for. We can’t wait to bring the rich sauna culture to the Southbourne community.”
Temporary planning permission is being sought until October 2027, aligning with SOBO Beach’s current operating timeframe.