A growing market, and customers who want flexibility
Saunas have moved from "nice-to-have" to a mainstream wellness purchase, and the UK numbers back that up. The wider UK saunas and solariums market reached £582.8 million in 2025, up from £568.0 million in 2024. That is steady, post-pandemic growth in a mature category, which usually means one thing for retailers, installers, and hospitality operators: customers are buying, but they are also comparing value and looking for ways to spread the cost.
For higher-ticket installations, finance can be the difference between a quote being "interesting" and a customer actually going ahead. It can also help you compete with larger chains by offering a smoother checkout experience, even if you are a smaller UK business.
Finance can unlock demand, but only when it is offered transparently, affordably, and in a way that customers genuinely understand.
This guide explains the main ways UK businesses offer finance for saunas (home and commercial), what the customer journey can look like, where the risks sit, and the checks worth doing before you commit to a lender or broker partner.
Who this guidance is designed for
This is for UK businesses that sell, install, or operate saunas and are considering adding customer finance. That includes sauna retailers and fitters, garden room and home wellness suppliers, spas and wellness centres, hotels, holiday parks, and gyms upgrading facilities. It is also relevant if you sell premium models such as infrared saunas, where monthly payments can make an upgrade feel more achievable for customers.
If you are not sure whether what you want to do is regulated, or whether you need authorisation, do not worry. We will outline the typical routes businesses use in the UK and the key questions to ask before you promote any credit option.
What "offering finance" actually means in practice
Offering finance usually means giving customers a way to pay over time using a regulated credit product, rather than paying the full amount upfront. In most cases, you are not lending the money yourself. Instead, you introduce the customer to a lender or credit broker who assesses affordability and creditworthiness, then pays you (or you and the installer) once the agreement is approved.
There are a few common ways this is packaged for sauna purchases:
- Interest-free credit for a fixed term (often used as a promotional tool)
- Interest-bearing instalment loans over longer terms for higher values
- Buy now, pay later structures (where available and appropriate)
- Commercial finance for businesses funding spa or hospitality installations
This matters because the UK sauna category is not a niche. The UK sauna market is forecast to grow to around £175.6 million by 2035, with residential demand leading. At the same time, sauna services linked to hospitality and wellness travel are expanding globally, with 819.4 million wellness trips in 2024 helping drive investment in facilities. When demand is rising in both home and commercial channels, having a clear, compliant finance offer becomes a practical advantage.
How to set it up without making it complicated
Most UK sauna businesses set up finance in one of two ways: partnering with a lender directly, or working with a credit broker or finance platform that connects you to one or more lenders. Your choice affects customer acceptance rates, admin workload, and what you can truthfully advertise.
A typical, customer-friendly setup looks like this:
- You display a clear "from £X per month" example with the APR, term, deposit (if any), and total amount payable
- The customer applies online or in-store with the lender or broker
- The lender completes checks, including affordability, and issues an agreement
- Once the cooling-off and fulfilment steps are satisfied, you receive payment and deliver or install
For commercial projects, the steps can include quoting, staged payments, and asset or unsecured lending options depending on the deal.
Because the UK’s projected sauna growth rate (around 8.06% CAGR to 2035) outpaces the European average, you will likely see more customers asking about monthly payments, especially for premium residential installations and faster-growing categories like infrared. The goal is not to "push credit". It is to give customers a safe, clearly explained choice that fits their budget.
Why finance can materially increase conversion and order value
Saunas are often a considered purchase. Even when customers strongly want the health and lifestyle benefits, the upfront cost can delay decisions or lead to a cheaper model. Finance can help by reducing the immediate cash impact, which may increase conversion rates, raise average order values, and improve your ability to upsell on features like enhanced heaters, insulation, lighting, or premium infrared systems.
The business case is supported by broader market momentum:
- The UK saunas and solariums market reached £582.8 million in 2025, showing sustained demand.
- The UK sauna market is forecast to more than double by 2035, with residential installations leading.
- Sauna services are expanding alongside wellness travel, creating opportunities for hotels, spas, and centres to fund upgrades and expansions.
Just as importantly, finance can reduce the risk of customers choosing an unsuitable option, if you present it responsibly. Transparent monthly cost examples, realistic terms, and clear explanations of what happens if payments are missed all help customers make an informed choice.
Done properly, finance is not a sales tactic. It is a budgeting tool customers can accept or decline with full clarity.
The trade-offs: benefits and drawbacks side by side
| Aspect | Pros | Cons |
|---|---|---|
| Customer affordability | Makes higher-value saunas feel achievable; supports premium upgrades | Customers may overextend if terms are not explained clearly |
| Sales performance | Can improve conversion and increase average order value | Approval rates vary; some customers will be declined |
| Cashflow | You may be paid promptly by the lender after approval and fulfilment | Settlement timing, refunds, and chargebacks can be more complex |
| Customer trust | Transparent finance can build confidence and reduce purchase anxiety | Poorly presented credit can damage trust and brand reputation |
| Admin and operations | Many providers offer integrated tools and customer support | Contracts, reporting, and compliance steps add workload |
| Regulation and risk | Working with reputable partners helps ensure regulated processes | Financial promotions rules and data handling obligations must be followed |
Things that can trip businesses up (and how to avoid them)
The biggest risks are usually not technical. They are about clarity, permissions, and processes. If you advertise credit, you need to be especially careful that any promotional wording is fair, clear, and not misleading. Customers must be able to see the key information easily, including representative examples where required, and any conditions attached to an offer.
Also watch for operational gaps. For saunas, delivery and installation timelines can be longer than typical retail purchases, so you need to agree with your finance partner how cancellations, partial fulfilment, and remedial works are handled. A customer who has signed a credit agreement but is waiting on an installation date needs proactive communication.
Finally, treat affordability and vulnerability seriously. Even if the lender is performing formal checks, your business should avoid language that encourages customers to "stretch". Staff training matters here, especially in showrooms.
A practical checklist of what to confirm before you go live:
- Who is the lender and who is the credit broker, and what permissions they hold
- Exactly what you are allowed to say in ads, on-site, and in-store
- How refunds and complaints are handled, and who owns each step
- How customer data is collected, stored, and shared
- What happens if a customer is approved but delays installation or changes the specification
These details protect customers and protect your business.
Alternatives to customer finance
- Deposit and staged payments tied to ordering, delivery, and installation milestones.
- Discounts for upfront payment where margins allow, clearly time-limited and transparent.
- Leasing or hire purchase (commercial customers) for spas, gyms, hotels, and holiday parks.
- Subscription or membership bundles (for service-based saunas) that spread cost through usage rather than ownership.
- Partner-funded promotions where manufacturers contribute to interest-free periods or incentives.
FAQs businesses ask before adding sauna finance
It depends on your role. If you are introducing customers to credit or promoting regulated credit, there may be regulatory requirements around permissions and financial promotions. Many businesses work with authorised lenders or brokers, but you should confirm your position in writing and take professional advice if unsure.
Is finance mainly for residential, or does it work for commercial too?
Both. UK demand is strong in residential installations, but commercial demand is also growing as spas and hospitality invest in facilities, supported by wellness tourism trends. The right product type will differ.
What terms do customers usually want for saunas?
It varies by price point. Shorter, interest-free terms can work for mid-range models, while longer terms may suit premium builds. The key is to show the APR, term, and total amount payable clearly.
Can we advertise "from £X per month"?
Usually, yes, but only if the example is accurate and includes the key information customers need to understand the offer. Your finance partner should provide compliant wording and rules for where and how it can be displayed.
What happens if a customer cancels after signing?
This depends on the credit agreement and your fulfilment stage. You need a documented process with your finance partner covering cancellations, returns, installation delays, and any partial fulfilment.
Does offering finance increase complaints risk?
It can if expectations are not set properly. Clear explanations, careful staff training, and straightforward post-sale communication reduce misunderstanding and help customers feel in control.
How Switcha can help you compare options confidently
Switcha is a UK price comparison website. If your business is exploring ways to offer finance, we can help you compare relevant providers and product features in one place, so you can weigh cost, eligibility, customer journey, and support without relying on sales claims. We focus on clear information so you can choose an approach that is suitable for your customers and appropriate for your business model, whether you serve residential buyers, spas, or hospitality sites.
Disclaimer
This article is for general information only and is not financial, legal, or regulatory advice. Credit is subject to status and affordability checks, and terms vary by provider. If you plan to promote or introduce regulated finance, you should confirm responsibilities, permissions, and compliant wording with your chosen provider and consider professional advice where appropriate.
