"You might be in a forest, by the sea, or in a field—but wherever it is, the landscape becomes part of the experience."
A quiet shift is happening. As more people seek out experiences that help them disconnect, slow down and reconnect with nature, an ancient Nordic tradition is slowly becoming an everyday ritual closer to home.
We sat down with Rupert McKelvie, founder of British-made outdoor sauna company Out of the Valley, to find out why sauna culture is having a moment, and why doing it outdoors changes the game entirely.
Rupert, tell us a bit about what inspired you to start Out of the Valley?
Out of the Valley began quite organically. After returning to Devon from London, I restored an old timber-framed barn on our land and set up a small workshop. From there, I built a cabin for myself at the edge of a nearby water meadow, a simple off-grid retreat made from green oak, clad in charred timber, and fitted out with English ash. I built it to live a simpler life and to work with my hands again.
That first cabin resonated with people. What started as a personal project quickly grew into commissions for similar builds, and gradually a business began to take shape.
What is sauna culture to you?
For me, sauna culture is about ritual and restoration. It offers a rare moment of stillness, a way to slow down and feel grounded in your body. There’s something elemental about the experience: the heat, the scent of timber, the sound of steam. It’s physical and yet meditative, social and yet personal.
We heard you spent a bit of time travelling the world to experience how different cultures use saunas, sounds like a sweet gig?
Travelling to experience how different cultures use saunas and heat-based practices has shaped the way I think about their design and purpose.
In Finland, the sauna is part of life. It’s not treated as a luxury, it’s used regularly by everyone. What struck me was how casual and integrated it is: friends, families, colleagues—all using the sauna as a normal part of the week. It’s social, straightforward, and deeply embedded in the culture.
"Every culture approaches it differently, but the essentials - fire, water, steam and focus are remarkably consistent."
I’ve taken part in many sweat lodges, both in the UK and across Brazil. Those experiences were intense, you’re in complete darkness, the heat builds with each round of stones, and the space fills with song and prayer.
The use of heat is ancient, not just for physical wellbeing, but as a way to challenge the body, release tension, and mark a shift in state. Every culture approaches it differently, but the essentials - fire, water, steam and focus are remarkably consistent.
"It’s social, straightforward, and deeply embedded in the culture."
What stood out most is that great saunas don’t rely on size or luxury—they rely on atmosphere, contrast, and material quality. Fire, water, wood, air—it’s a basic combination, but when it’s well considered, it creates something impactful.
As for the British take, I think we’re still shaping it. There’s no fixed tradition here, which allows people to try new things. You see a mix of Nordic influence, outdoor living, and design-led thinking. It’s early days, but what’s emerging feels full of potential.
Have you seen a shift in how people in the UK think about saunas?
When we first started building saunas back in 2017, they were still seen by most people in the UK as a luxury add-on at a spa or hotel. There wasn’t a real culture around it—certainly nothing like what you’d find in Scandinavia or the Baltics. But in the last few years, that’s really started to change.
"People are beginning to embrace the sauna as something far more meaningful."
People are beginning to embrace the sauna as something far more meaningful. There’s a growing awareness of the health benefits, but also a real cultural shift—especially among younger generations—towards wellness, cold-water swimming, sobriety, and spending more time outside.
What’s exciting is how the UK is shaping its own take on sauna culture. It’s experimental, creative, and open. You see pop-up saunas by wild swimming spots, mobile saunas on the road, and people using them as a place to gather.
"There’s a growing awareness of the real health benefits—how regular outdoor sauna use can support recovery, reduce stress, improve sleep, and provide a space to properly reset."
Do you think saunas are still seen as a luxury, or is that changing?
That perception is definitely shifting. Saunas in the UK have often been seen as either a luxury spa experience or, at the other end of the spectrum, something bolted onto a gym changing room. But more people are starting to view them differently. There’s a growing awareness of the real health benefits - how regular outdoor sauna use can support recovery, reduce stress, improve sleep, and provide a space to properly reset.
The rise in cold-water swimming, outdoor wellness, and interest in more natural ways of living has helped move saunas into more everyday settings. They’re becoming less of a luxury and more of a thoughtful investment in wellbeing.
We’ve never viewed saunas as indulgent objects. For us, they’re purposeful spaces—built with care, grounded in craft, and designed to support a better, more balanced way of living. And I think more people are starting to see them in that light.
What are some common myths or misconceptions people have about saunas?
There are definitely a few common myths. One is that saunas are just for sweating or detoxing—as if they’re purely about physical cleansing. While there are clear physical benefits, that view overlooks what makes saunas so valuable. They offer a rare chance to switch off, literally. Devices don’t survive the heat.
Another is that saunas need to be big or elaborate to be effective. In reality, it’s all about the quality of the build, materials, and heat performance. A well-designed, compact sauna can offer a far better experience than a larger, poorly made one.
People also assume saunas are only for winter or cold climates. But they’re great year-round. There’s something special about stepping out into warm air after a session—or pairing it with a swim, whatever the season.
And finally, many think saunas are expensive to run. Ours are built to be highly efficient, with natural insulation, thermally modified timbers, and carefully detailed ventilation. They heat up fast, hold heat well, and use far less energy than most people expect.
We’re stoked to have the Aquila mobile sauna parked up next to Little Firs for autumn, tell us more about it
The Aquila is our mobile wood-fired sauna, designed to bring the full Out of the Valley experience to new locations. We wanted it to feel just as refined and atmospheric as our permanent saunas, only on wheels. It’s completely bespoke, from the custom-made chassis to the fold-down deck and steps.
One of my favourite details is the folding roof. When it’s parked up, the eaves lift into place, giving it more of the cabin-like aesthetic we love. Externally, it’s clad in black timber that’s been charred, brushed, and oiled for durability and depth of tone. Inside, it’s lined with thermo alder - a timber that brings a warm, calming feel and performs brilliantly in high heat.
"We designed Aquila to be robust enough for life on the road, but with the same level of craft and material integrity you'd expect from any of our fixed builds."
The whole structure is fully insulated with sheep’s wool, and we’ve carefully detailed the cavity and ventilation layers to manage humidity and airflow. A large-format heat-resistant window connects you to the landscape outside, while the Narvi wood-fired stove creates a soft, dense heat—ideal for longer sessions.
We designed Aquila to be robust enough for life on the road, but with the same level of craft and material integrity you'd expect from any of our fixed builds.
The Aquila is built for the outdoors — what do you think is special about taking wellness outside?
There’s something deeply grounding about being outside; it changes the whole experience. When you combine that with the heat of a sauna, the contrast of cold water, and the quiet of an outdoor setting, it becomes something far more powerful than just a health practice.
With Aquila, we wanted to create a space that feels connected to its surroundings. You might be in a forest, by the sea, or in a field, but wherever it is, the landscape becomes part of the experience.
There’s also something incredibly satisfying about the ritual of a wood-fired sauna. Feeding the stove, hearing the crackle of the fire, catching the faint scent of wood smoke as the heat builds - it adds another layer to the experience.
We have to ask, how do you find meaningful escapism?
For me, meaningful escapism comes from spending time in my cabin on Dartmoor, designing and making things by hand, which I’m very lucky to call my job. There’s something deeply satisfying about that process, working with natural materials, seeing an idea take shape, and being immersed in the rhythm of making.
I also find real clarity in the outdoors. Running, swimming, and of course, having a sauna!
And finally, tell us what's next for Out of the Valley?
We’re at an exciting point in the journey. Over the past few years, we’ve really honed our focus, refining our sauna range, investing in our workshop, and building a brilliant in-house team here in Devon. The next step is about deepening and expanding what we’ve started.
We’re developing new models and exploring how saunas can be integrated into a wider variety of landscapes and lifestyles, from urban rooftops to remote wilderness. We’re also growing our international reach, with more projects happening across Europe and beyond.
But alongside scale, it’s about keeping the quality, the craft, and the connection to nature at the centre of everything. We’re interested in meaningful growth and finding the right partners, sharing our story, and continuing to make things that feel purposeful and considered.
And of course, more wood smoke and good heat along the way.
