Baths and saunas in Russia

2024

Opening of 13 thermal complexes with a total area of ​ ​ 70 thousand square meters. m.

2024 was a record year in the number of discoveries of new thermal complexes in Russia - 13 facilities with a total area of ​ ​ 70 thousand square meters were commissioned in eight regions of the country. Such data are provided in the NF Group review, which TAdviser got acquainted with in early February 2025.

By thermal complexes, the authors of the study mean large health and entertainment centers for the whole family with an area of ​ ​ 1,500 square meters or more, operating on a year-round basis. Such facilities include a wide selection of baths (at least 3-5 types), as well as cold and warm pools with hydromassage/airmassage installations. The water used is most often artificial rather than geothermal.

Six of the 13 complexes opened in 2024 are located To Moscow in and, Moscow region two Sverdlovsk region Yekaterinburg in (and Sysert), one in. Kurgan region The first thermal centers began work Krasnoyarsk in and edges, Khabarovsk as well as in the region. Penza In addition, the World of Terms complex in operation since 2018 has been expanded in. Novosibirsk

In general, as of the beginning of 2025, there are 60 thermal complexes in Russia with a total area of ​ ​ 340 thousand square meters. The leaders of this market are four network operators: Termoland (9 objects), Baden-Baden (5 objects), City Terms (3 objects) and Green Flow (2 objects). They account for a total of 44% of the active area.

Thermal complexes operate in 25 regions in all federal districts of Russia. The leaders are the regions of Volga (35% in area and 25% in terms of terms) and Central (26% in area and 30% in number) of federal districts. The most popular among Russians are middle-class centers.^[1]

Thermal complex opened in Penza for ₽700 million

In Penza, the opening of a new family thermal complex "Termoland" took place. This became known in October 2024. The project, implemented by Osnova Group of Companies, became the first regional facility of the federal network outside the Moscow Region. Investments in equipment and launch of the complex amounted to about ₽700 million. Read more here

2023: Market growth of 14.5% to ₽38,1 bn

The Russian bath and sauna market in 2023 grew by 14.5% and reached ₽38,1 billion, while in 2022 this figure was ₽33,3 billion. Analytical company AnalyticResearchGroup notes that since 1994, the CAGR in this segment is 23%. The study data was published on March 13, 2025.

According to experts, the market reached ₽21,2 billion in the first half of 2024, and, as expected, by the end of the year the figure could be about ₽39 billion. The industry is developing more actively than AnalyticResearchGroup predicted in a previous wave of research released in 2023.

𝓲

Фото: Freepik

Earlier, analysts assumed that the volume of the Russian bath and sauna market would exceed ₽40 billion in 2027. However, according to the updated forecast, according to the baseline scenario, the market may reach ₽43 billion in 2027, and exceed ₽44 billion in 2028. Overall, the CAGR for the forecast period to 2028 is 3.1%.

The steady growth of the market is supported by several factors. The main one is a steady trend towards a healthy lifestyle among the population. Also, the development of the industry stimulates the emergence of multifunctional complexes for recreation, combining bath services with other types of leisure.

The increase in demand leads to an increase in prices for services, which are also affected by the rise in energy prices and an increase in operating costs. Despite this, new projects continue to appear on the market, including in the premium segment.

Modern spa complexes are especially actively developing, offering an expanded range of services. In addition to traditional bath treatments, they include accommodation, cultural leisure and wellness activities.^[2]

2022: The sauna and bathhouse services market in Russia showed an increase of 12.9% to 32.4 billion rubles

According to the results of 2022, the sauna and bathhouse services market in Russia showed an increase of 12.9% compared to 2021 - up to 32.4 billion rubles. This is evidenced by data from analysts at GuideMarket, which were published in mid-August 2023. Experts listed several factors contributing to the growth of sales of sauna and bath services in the Russian Federation:

• the active development of domestic tourism contributes to an increase in the attendance of saunas and baths. Due to restrictions on international travel, many people prefer to spend holidays domestically and relax in saunas and baths;
• there is a growing interest in a healthy lifestyle and strengthening the immune system. Saunas and baths offer not only the opportunity to relax and relax, but also have a positive effect on health, improve blood circulation, cleanse the body and promote general health;
• The development of sauna infrastructure and services plays an important role in attracting new customers;
• modern sauna complexes offer a wide range of services, including various types of saunas, swimming pools, spa treatments, massages and other extras. This makes saunas and baths more attractive and accessible to a wider audience.

According to Kommersant FM, by the end of 2022, the average check in the capital's baths is from 1 thousand rubles per hour. The highest category - from 4 thousand - is just to go in and wash. And baths earn on admission services - restaurants, spa procedures. Now they are not bankers, but parmasters - from 2 thousand rubles to 5 thousand rubles in 15 minutes. Among the services there is even a meditative aroma paration to the sounds of a vargan, tambourine and singing bowls. To open a modern bath complex, you need at least 100 million rubles, says Gennady Bartukhin, ex-president of the national bath association, organizer of the World of the Bath international forum.^[3]

Notes