Nordic wellness tradition comes to the Black Country with new unique experience
Residents of Rowley Regis and beyond can now enjoy a unique slice of Scandinavian wellness, thanks to Ilo Sauna, a new horsebox sauna experience currently being trialled at Goals, the popular local football centre. Offering a chance to relax, unwind, and reconnect, Ilo Sauna is bringing authentic Nordic heat therapy to the heart of the Black Country.
Founded by Sophie Beckley and Jack Welch, Ilo Sauna is a beautifully handcrafted wood-fired horsebox sauna that delivers all the health and wellbeing benefits of traditional Finnish saunas… right where people live, work, and play. Now stationed at Goals in Rowley Regis, locals can book public sauna sessions or arrange private group bookings, making it an ideal spot for weekend relaxation, post-workout recovery or simply trying something new.
“Ilo means ‘joy’ in Finnish, and that’s exactly what we want to bring to the community,” says Sophie. “Whether you’re looking to recover after a workout or game, or someone seeking peace and calm after a busy week, Ilo Sauna offers a space to switch off, recharge, and feel good.”
Local relaxation, global inspiration
Sauna culture is a cornerstone of life in Finland and other Nordic countries, known for promoting stress relief, improved circulation, and mental clarity. Ilo Sauna brings this tradition to Rowley Regis in a warm, welcoming, and accessible way.
The horsebox sauna seats up to 6 people and features natural alder wood interiors, a traditional wood-burning stove, and ambient lighting, all designed to create a peaceful and rejuvenating atmosphere. The experience is community-focused, with the goal of promoting wellness through simple, shared moments of heat and recovery.
Ilo Sauna is now taking bookings with regular public sauna sessions at Goals in Rowley Regis. Residents are encouraged to visit, try it out, and experience the many benefits of sauna for themselves. Visit the ilo Sauna website or follow on Instagram @ilo.sauna or Facebook: Ilo Sauna
