Research by Giffgaff shows people in the city enjoy saunas and steam rooms more than others anywhere in the country.

A total of 16pc of locals say they use saunas or steam rooms to "recharge their mood" compared to the national average, which stands at 12pc.

The Lions’ Den, a sauna outside the Red Lion pub in Bishopgate, has proved so popular that owner Lee Tayler decided to open a new site in White Lion Street in the city centre last December.

In fact, business is booming to the point that 42 people chose to hit the sauna on Christmas day, braving a cold plunge while others were still cosy in their pyjamas.

Despite the popularity of saunas in the city, 33pc of Norwich locals said they went without any self-care last year, according to Giffgaff,

The network provider has dubbed this phenomenon the "wellbeing squeeze" due to the gap between what people would like to do to relax and what they can afford.

© Eastern Daily Press