Cornwall-based Nordic sauna and cold-water therapy brand Saunassa has officially launched its franchise model two years after opening its first site in Newquay, following rapid growth and strong community demand
Founded in 2023 by Zoey Cotton and Derry Smith, Saunassa has grown from a single local startup into a franchise-ready wellbeing brand in just two years. What began as a grassroots Nordic spa concept in Newquay has since evolved into one of Cornwall’s most successful community-led wellness businesses.
Since opening, Saunassa has welcomed more than 20,000 visitors and built a community of over 200 members, demonstrating consistent demand for accessible sauna and cold-water therapy. The business attributes its growth to a scalable operating model supported by clear systems and strong financial performance.
Saunassa growth driven by community wellbeing focus
While commercial success has played a role, Saunassa’s founders say its impact on physical recovery, mental wellbeing and social connection has been central to its expansion. The Newquay spa has become a community hub for locals, visitors, athletes and first-time sauna users alike.
This balance of purpose and profit attracted the attention of Johnny Pearce and Tom Stringer, owners of Oltco and two-time British Franchise Award winners, who were approached by Saunassa co-founder Zoey Cotton to explore franchising the concept.
Pearce commented, “This was a model we simply couldn’t say no to. The positive impact Saunassa has on people’s lives, alongside its clear potential to scale within the wellbeing sector, made this a no-brainer for us.”
Saunassa franchise to focus on Cornwall-based locations initially
The deal marks the official launch of the Saunassa franchise, with an initial focus on Cornwall-based locations. The brand is targeting operators and landowners looking to bring a proven, community-led sauna and cold-water therapy concept to their local area.
The founders behind Saunassa
Co-founder Derry Smith comes from a background in carpentry and is responsible for the technical and build elements of the spa, including sauna safety and performance. Having experienced his own mental health challenges, he discovered sauna as a powerful recovery tool and wanted to create a space where others could experience similar benefits.
Zoey Cotton grew up in Newquay and brings extensive experience in hospitality and wellbeing. She oversees day-to-day operations, guest experience and community engagement, ensuring every visit reflects Saunassa’s welcoming, inclusive ethos.
Together, the founders set out to create a space centred on heat, cold and rest – not just as wellness practices, but as tools for recovery, connection and community.
From local startup to scalable UK wellbeing brand
Saunassa’s stated core value is to become “the best community sauna in the UK”, while helping people slow down, feel better and reconnect. The franchise model is designed to support this vision, providing guidance and tools for operators to build businesses grounded in wellbeing and social impact.
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