Sauna Societe leverages in-person sales to bridge education gap
Sauna Societe founder Tara Gilman reports that most sales for her premium sauna hats are generated in-person. The San Diego-based company is exploring B2B strategies to increase volume and brand awareness.
Tara Gilman, founder of Sauna Societe, a premium sauna hat company based in San Diego, reported that most of her sales are generated in-person rather than through digital channels. The hats, which protect hair from high heat and allow users to stay in saunas longer, have an 85% margin. Gilman launched the brand after noticing hair damage from frequent sauna use and finding existing sauna hats aesthetically unappealing.
She is currently working on co-branded hats for luxury hotels and spas in San Diego and is exploring corporate gifting strategies for the holiday season. Gilman stated that the primary challenge is bridging the education gap regarding the utility of sauna hats, which are traditional in Finnish and Russian cultures. She is focusing on wellness fairs, influencer posts, and wearing the hats in public to drive word-of-mouth, while considering B2B strategies to place lower-priced versions in spas to increase volume. Gilman noted, "Most of my sales have been coming in person... I've been wearing my hat almost every time I wear my hat. It's the best conversation starter."