How to Start a Sauna Installation Business

A sauna installation company sells saunas to homeowners, hotel resorts, and fitness gyms and they provide services for every aspect of delivery and installation of the unit. Saunas are used by individuals who wish to enjoy a Finnish Sauna Bath experience, where they enjoy a heated room filled with steam generated by pouring water over rocks. Saunas include the heated sauna, a prep area, and are often connected to a shower room or pool. Installation services require electrical work, basic construction, sound system, lighting, and possibly plumbing. Referrals from customers will help your business grow, so it is essential to provide a positive customer service experience.

Learn how to start your own Sauna Installation Business and whether it is the right fit for you.

Ready to form your LLC? Check out the Top LLC Formation Services.

Start a sauna installation business by following these 10 steps:

  1. Plan your Sauna Installation Business
  2. Form your Sauna Installation Business into a Legal Entity
  3. Register your Sauna Installation Business for Taxes
  4. Open a Business Bank Account & Credit Card
  5. Set up Accounting for your Sauna Installation Business
  6. Get the Necessary Permits & Licenses for your Sauna Installation Business
  7. Get Sauna Installation Business Insurance
  8. Define your Sauna Installation Business Brand
  9. Create your Sauna Installation Business Website
  10. Set up your Business Phone System

We have put together this simple guide to starting your sauna installation business. These steps will ensure that your new business is well planned out, registered properly and legally compliant.

Exploring your options? Check out other small business ideas.

STEP 1: Plan your business

A clear plan is essential for success as an entrepreneur. It will help you map out the specifics of your business and discover some unknowns. A few important topics to consider are:

Luckily we have done a lot of this research for you.

What will you name your business?

Choosing the right name is important and challenging. If you don’t already have a name in mind, visit our How to Name a Business guide or get help brainstorming a name with our Sauna Installation Business Name Generator

If you operate a sole proprietorship, you might want to operate under a business name other than your own name. Visit our DBA guide to learn more.

When registering a business name, we recommend researching your business name by checking:

  • Your state's business records
  • Federal and state trademark records
  • Social media platforms
  • Web domain availability.

It's very important to secure your domain name before someone else does.

Want some help naming your sauna installation business?

Business Name Generator

What are the costs involved in opening a sauna installation business?

Expect to invest up to $250,000 to get your company up and running. Initial franchise fees often run from about $25,000 up to $50,000 depending on the area. You will need about $200,000 to be able to order the sauna kits, lighting, and accessories. In addition, you will need to invest in marketing and transportation before your income starts to roll in. If you wish to operate a storefront or a display in a big-box store, you may need an additional $10,000 to $100,000.

What are the ongoing expenses for a sauna installation business?

Marketing and sales will always be a major cost for the business. However, you must have financing in place to be able to purchase the sauna kits for delivery on the client's schedule. Expect to carry $100,000 to $200,000 in inventory at any given time.

Who is the target market?

Your preferred clients will mostly consist of wealthy homeowners and corporations. These homeowners will generally live in wealthy suburbs or urban areas, and they will have extra money to invest on upgrades to their homes. Corporate clients that operate multiple spas or exercise gyms such as office towers, hotels, and resorts will also look for you to install saunas into their spa and pool areas. Corporate clients with multiple locations can provide a more constant stream of business for your company.

How does a sauna installation business make money?

Your business will make money by charging your clients for the sauna and for the installation service that your provide.  Profit is made on the hourly rate charged for labor for the installation job. Minimal income is generated on sale of the sauna unit and a variety of accessories. New installations or upgrading existing units are the major source of income, as minimal maintenance is required for a sauna.

How much can you charge customers?

A typical sauna can be installed for as little as $3,000 while costs for larger units will can approach $25,000, depending on plumbing and electrical requirements.

How much profit can a sauna installation business make?

You will typically see a 10% profit on the cost of the sauna unit. Your real profit comes from installation fees. Experienced crews will complete the jobs faster, leaving more profit for the business. A successful sauna company can see net profits of $100,000 to $200,000 per year.

How can you make your business more profitable?

Time and consistent success will build your reputation as a reliable sauna installer. When your crew is kept busy installing units, and your marketing department continually shares your success stories, more interested customers will arrive and buy the next sauna, generating more profits.

Want a more guided approach? Access TRUiC's free Small Business Startup Guide - a step-by-step course for turning your business idea into reality. Get started today!

STEP 2: Form a legal entity

The most common business structure types are the sole proprietorship, partnership, limited liability company (LLC), and corporation.

Establishing a legal business entity such as an LLC or corporation protects you from being held personally liable if your sauna installation business is sued.

Form Your LLC

Read our Guide to Form Your Own LLC

Have a Professional Service Form your LLC for You

Two such reliable services:

You can form an LLC yourself and pay only the minimal state LLC costs or hire one of the Best LLC Services for a small, additional fee.

Recommended: You will need to elect a registered agent for your LLC. LLC formation packages usually include a free year of registered agent services. You can choose to hire a registered agent or act as your own.

STEP 3: Register for taxes

You will need to register for a variety of state and federal taxes before you can open for business.

In order to register for taxes you will need to apply for an EIN. It's really easy and free!

You can acquire your EIN through the IRS website. If you would like to learn more about EINs, read our article, What is an EIN?

There are specific state taxes that might apply to your business. Learn more about state sales tax and franchise taxes in our state sales tax guides.

STEP 4: Open a business bank account & credit card

Using dedicated business banking and credit accounts is essential for personal asset protection.

When your personal and business accounts are mixed, your personal assets (your home, car, and other valuables) are at risk in the event your business is sued. In business law, this is referred to as piercing your corporate veil.

Open a business bank account

Besides being a requirement when applying for business loans, opening a business bank account:

  • Separates your personal assets from your company's assets, which is necessary for personal asset protection.
  • Makes accounting and tax filing easier.

Recommended: Read our Best Banks for Small Business review to find the best national bank or credit union.

Get a business credit card

Getting a business credit card helps you:

  • Separate personal and business expenses by putting your business' expenses all in one place.
  • Build your company's credit history, which can be useful to raise money later on.

Recommended: Apply for an easy approval business credit card from BILL and build your business credit quickly.

STEP 5: Set up business accounting

Recording your various expenses and sources of income is critical to understanding the financial performance of your business. Keeping accurate and detailed accounts also greatly simplifies your annual tax filing.

Make LLC accounting easy with our LLC Expenses Cheat Sheet.

STEP 6: Obtain necessary permits and licenses

Failure to acquire necessary permits and licenses can result in hefty fines, or even cause your business to be shut down.

State & Local Business Licensing Requirements

Certain state permits and licenses may be needed to operate a sauna installation company. Learn more about licensing requirements in your state by visiting SBA’s reference to state licenses and permits.

For information about local licenses and permits:

Most businesses are required to collect sales tax on the goods or services they provide. To learn more about how sales tax will affect your business, read our article, Sales Tax for Small Businesses.

Service Agreement

Sauna installation businesses should consider requiring clients to sign a service agreement before starting a new project. This agreement should clarify client expectations and minimize risk of legal disputes by setting out payment terms and conditions, service level expectations, and intellectual property ownership. Here is an example service agreement.

Recommended: Rocket Lawyer makes it easy to create a professional service agreement for your sauna installation business when you sign up for their premium membership. For $39.95 per month, members receive access to hundreds of legal agreements and on call attorneys to get complimentary legal advice.

Certificate of Occupancy

A sauna installation company can be run out of a storefront. Businesses operating out of a physical location typically require a Certificate of Occupancy (CO).  A CO confirms that all building codes, zoning laws and government regulations have been met.

  • If you plan to lease office space:
    • It is generally the landlord’s responsibility to obtain a CO.
    • Before leasing, confirm that your landlord has or can obtain a valid CO that is applicable to a sauna installation company.
    • After a major renovation, a new CO often needs to be issued. If your place of business will be renovated before opening, it is recommended to include language in your lease agreement stating that lease payments will not commence until a valid CO is issued.
  • If you plan to purchase or build office space:
    • You will be responsible for obtaining a valid CO from a local government authority.
    • Review all building codes and zoning requirements for you business’ location to ensure your sauna installation company will be in compliance and able to obtain a CO.

STEP 7: Get business insurance

Just as with licenses and permits, your business needs insurance in order to operate safely and lawfully. Business Insurance protects your company’s financial wellbeing in the event of a covered loss.

There are several types of insurance policies created for different types of businesses with different risks. If you’re unsure of the types of risks that your business may face, begin with General Liability Insurance. This is the most common coverage that small businesses need, so it’s a great place to start for your business.

Another notable insurance policy that many businesses need is Workers’ Compensation Insurance. If your business will have employees, it’s a good chance that your state will require you to carry Workers' Compensation Coverage.

FInd out what types of insurance your Sauna Installation Business needs and how much it will cost you by reading our guide Business Insurance for Sauna Installation Business.

STEP 8: Define your brand

Your brand is what your company stands for, as well as how your business is perceived by the public. A strong brand will help your business stand out from competitors.

If you aren't feeling confident about designing your small business logo, then check out our Design Guides for Beginners, we'll give you helpful tips and advice for creating the best unique logo for your business.

Recommended: Get a logo using Truic's free logo Generator no email or sign up required, or use a Premium Logo Maker.

If you already have a logo, you can also add it to a QR code with our Free QR Code Generator. Choose from 13 QR code types to create a code for your business cards and publications, or to help spread awareness for your new website.

How to promote & market a sauna installation business

While saunas are growing in popularity, many people still don't understand how they work or what the benefits may be. You will want to work at trade shows offering demonstrations of your available designs. Attend health conferences and sports medicine expos to connect with companies who may be looking to add saunas to their locations. Build your website using photos of completed jobs and reviews from happy customers. Marketing will be your main job, while your crew works on installing the saunas.

How to keep customers coming back

Many of your new customers will have used one of your saunas at their gym or resort. Make sure to provide sales brochures wherever your units are installed in public locales. Offer maintenance services for existing saunas, so they will call you for additional services when they wish to upgrade or renovate. Work with physical therapy offices to connect with patients who may benefit from installing a home sauna. You should always be looking for the chance to open a conversation with a potential client who may not even know what a sauna can do for them.

STEP 9: Create your business website

After defining your brand and creating your logo the next step is to create a website for your business.

While creating a website is an essential step, some may fear that it’s out of their reach because they don’t have any website-building experience. While this may have been a reasonable fear back in 2015, web technology has seen huge advancements in the past few years that makes the lives of small business owners much simpler.

Here are the main reasons why you shouldn’t delay building your website:

  • All legitimate businesses have websites - full stop. The size or industry of your business does not matter when it comes to getting your business online.
  • Social media accounts like Facebook pages or LinkedIn business profiles are not a replacement for a business website that you own.
  • Website builder tools like the GoDaddy Website Builder have made creating a basic website extremely simple. You don’t need to hire a web developer or designer to create a website that you can be proud of.

Recommended: Get started today using our recommended website builder or check out our review of the Best Website Builders.

Other popular website builders are: WordPress, WIX, Weebly, Squarespace, and Shopify.

STEP 10: Set up your business phone system

Getting a phone set up for your business is one of the best ways to help keep your personal life and business life separate and private. That’s not the only benefit; it also helps you make your business more automated, gives your business legitimacy, and makes it easier for potential customers to find and contact you.

There are many services available to entrepreneurs who want to set up a business phone system. We’ve reviewed the top companies and rated them based on price, features, and ease of use. Check out our review of the Best Business Phone Systems 2023 to find the best phone service for your small business.

Recommended Business Phone Service: is our top choice for small business phone numbers because of all the features it offers for small businesses and it's fair pricing.

Is this Business Right For You?

If you are passionate about the health benefits found after using a sauna, are a natural salesman, manager, and have some background in the construction industry, you may enjoy running a sauna installation business.

Want to know if you are cut out to be an entrepreneur?

Take our Entrepreneurship Quiz to find out!

Entrepreneurship Quiz

What happens during a typical day at a sauna installation business?

Though your level of involvement will differ based on the size of your team, the duties of a typical sauna installation business owner generally include:

  • Providing sales information, installation costs, and time estimates to customers interested in your product
  • Scheduling installation jobs and coordinating delivery of units and crews
  • Working on installations yourself using construction, electrical and plumbing knowledge
  • Working with customers on their sauna design, location and required size
  • Receiving payments from customers and issue checks to suppliers
  • Handling payroll responsibilities
  • Hiring and training additional installation technicians
  • Running a vendor booth at a trade show answering questions and generating sales leads
  • Creating sales opportunities through networking within your community
  • Maintaining proper licensing and liability insurance for a business that works in private homes and commercial locations.

What are some skills and experiences that will help you build a successful sauna installation business?

You are primarily selling the sauna experience and the units. However, other useful skills to operate your company will include:

  • Basic accounting and business knowledge
  • Excellent marketing, networking, and people skills
  • Knowledge of the hiring process and payroll regulations
  • Understanding building codes
  • Knowledge of electrical design and function
  • Basic knowledge of plumbing
  • Simple construction experience
  • Time management skills

What is the growth potential for a sauna installation business?

Your location will dictate the number of saunas you are able to sell and install. If you are located near a resort area, like near Florida beaches or near tourist attractions in Nevada, you will be able to grow your business much faster than if you work in a rural area. Before starting your business, it is imperative that you make sure there is enough of a market in your business’ area for you to make a profit.

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Take the Next Step

Find a business mentor

One of the greatest resources an entrepreneur can have is quality mentorship. As you start planning your business, connect with a free business resource near you to get the help you need.

Having a support network in place to turn to during tough times is a major factor of success for new business owners.

Learn from other business owners

Want to learn more about starting a business from entrepreneurs themselves? Visit Startup Savant’s startup founder series to gain entrepreneurial insights, lessons, and advice from founders themselves.

Resources to Help Women in Business

There are many resources out there specifically for women entrepreneurs. We’ve gathered necessary and useful information to help you succeed both professionally and personally:

  • Funding
  • Events
  • Guides
  • Support

If you’re a woman looking for some guidance in entrepreneurship, check out this great new series Women in Business created by the women of our partner Startup Savant.

What are some insider tips for jump starting a sauna installation business?

Becoming familiar with a limited number of top quality saunas and only offering those select designs will ensure that you and your crew are maximally educated about the proper installation procedures for each type of sauna you offer. It can help to install a few units at a steep discount to get your crew up to speed on the quirks of each type. The fewer challenges your crew faces during installation, the easier it will be to build your reputation as fast and reliable. You must be able to backup the installed product with stellar knowledge and service.

How and when to build a team

This will be one business where you will want to have a partner from the very beginning. This will be helpful, as one of you will be able to focus on managing the business and the other will be able to focus on managing the installation crew. The two of you will be able to locate the sauna kits you with to utilize, learn about your target audience, and develop a marketing plan and schedule before you find your first client. Hire your installation crew when you are ready to install a demo unit.

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