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Why are saunas suddenly everywhere? I think it’s to do with booze

22 1
20.01.2026

Obviously I’m familiar with the concept of the sauna, because I’ve been to Iceland, where most socialising seems to entail either being unbearably cold or way too hot, but never until 2026 have I been required to engage with it at the coal face, which is to say, go to one. I thought that if anyone went, it was because they had a medical condition. This turns out not to be true, and suddenly saunas are huge. One friend has a sauna club. Another friend has opened a sauna.........

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