Estonia’s sauna culture is UNESCO-recognised – and now it’s reaching millions more people through one of YouTube’s biggest creators.
Estonia is serious about its sauna culture, filming critically acclaimed movies about it and having its smoke sauna tradition recognised by UNESCO as Intangible Cultural Heritage since 2014. Sometimes, even dealmaking happens in the steam! Now, one Estonian company has taken that heritage to an entirely new audience – reaching millions of viewers worldwide through a viral YouTube vlog.
The company is Saunum, an Estonian manufacturer known for its patented air-blending system, which helps create more even heat distribution throughout the sauna by eliminating hot and cold zones for a more comfortable experience. The technology traps scorching steam that rises under the ceiling, mixes it with cooler air from the floor, and directs the soft, oxygen-enriched steam back evenly – making it easier to breathe.
How Saunum won over one of the world’s biggest creators
The vlog was published by Logan Paul, one of the world’s most recognisable content creators, whose social media channels collectively reach tens of millions of followers.
In the video, Paul opened with a personal reflection on health and recovery: “Ever since I became a professional athlete, I started to take my health really seriously. I’m hyper cognizant of the condition of my heart, and the sauna has been proven that people who use this three to five times a week have up to a 50% less chance of heart disease. Shout out Saunum. I highly recommend it.”
Logan Paul, one of the world’s most recognisable content creators, using Sanuum in his latest vlog.
The sauna featured in the vlog is the Saunum Classic, manufactured in Estonia and sold in North America under the SaunaLife G6 model name, equipped with Saunum’s patented air-blending technology.
Founded in Estonia, Saunum has developed its approach by combining engineering innovation with Estonian sauna culture. Over the years, the company has utilised support measures provided by Enterprise Estonia to accelerate product development, innovation, and international expansion.
Today, Saunum products are sold in more than 50 countries worldwide, demonstrating the international potential of Estonian innovation and manufacturing. North America has emerged as one of the company’s fastest-growing markets, fuelled by increasing consumer interest in longevity, recovery, and evidence-based wellness solutions.
“We are proud to see Saunum technology and Estonian sauna culture represented in that story,” the company noted in the press-release.
The recent endorsement is another example of how Estonian companies can successfully compete in international markets with innovative, high-value products developed and manufactured at home.
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