What began as a lockdown idea for two working mothers in Fife has since grown into something much bigger. Wild Scottish Sauna, co-founded by Jayne McGhie and Jamie Craig-Gentles, is now the largest outdoor sauna company in Scotland, with five beautiful wood-fired sites along the East Coast.
In just a few years, they’ve created spaces that go beyond hot and cold therapy – raising tens of thousands of pounds for local charities, building a thriving community, and introducing more people to the benefits of sauna culture. Along the way, they’ve won a Women in Business Award, been invited to speak at the Global Sauna Summit in London 2025, and launched nourishing luxury retreat days designed to support wellbeing and relaxation.
We caught up with Jayne and Jamie to hear how they turned Wild Scottish Sauna from a beachside lockdown experiment into a fast-growing wellness movement.
How did the idea for Wild Scottish Sauna first come about during lockdown?
Jayne: During lockdown we, like so many others, were craving connection, fresh air, and ways to support our wellbeing. We had always loved the ritual of sauna and cold water swimming, and one day it just clicked. We had our own swimming group, Bob & Blether, and thought: why not bring a simple, wood-fired sauna to the beach? It was about sharing that feeling of warmth, wildness, and community. What started as a small idea became a way to cope, connect, and create something positive.
Jamie: My background as a mental health nurse meant I could help people while growing a community at the same time. The support we had from Bob & Blether members and locals was incredible – that’s when it felt real.
When did you first realise this could grow into more than a side project and become a business?
Jayne: At first it was just about sharing something we loved. But very quickly, people kept coming back, saying it was the highlight of their week. That’s when we realised it wasn’t just a “nice extra” – it was making a genuine impact on people’s health and happiness.
Why do you think people in Scotland are turning to saunas right now?
Jamie: Scotland has such a strong tradition of connecting with nature, and people are looking for natural, simple ways to look after themselves. After the challenges of the past few years, wellbeing feels more important than ever. Saunas offer warmth, recovery, community, and balance – pairing that with sea air or cold water is ancient and yet feels very modern.
What makes the Wild Scottish Sauna experience different from a traditional spa sauna?
Jayne: Our saunas are set in the wild – on beaches, by lochs, in places where you can step straight from heat into cold water. It’s raw, simple, and deeply connected to the Scottish landscape. No polished spa setting, just wood, fire, sea, sky, and people. The community vibe makes it even more special.
Community feels central to what you do. How important has that been in building Wild Scottish Sauna?
Jamie: It’s everything. From day one, this wasn’t just about building a business – it was about building a community. People don’t just come for the sauna, they come to chat, to share moments together. That sense of belonging is what drives us forward.
You’re also founding members of Bob & Blether. How has that shaped Wild Scottish Sauna?
Both: Bob & Blether showed us the power of showing up for each other. What began as a small dip group became a support network that raised awareness for men’s health and created lifelong friendships. That same spirit of fun, wellbeing, and giving back carried through directly into Wild Scottish Sauna.
You’ve raised tens of thousands of pounds for charities. Was giving back always part of the vision?
Jamie: Yes – giving back is at the heart of it. We’ve always felt if you’re bringing people together, it should also support the wider community. From fundraising swims to charity sauna sessions, it’s always been about doing good while making people feel good.
As working mums and founders, what have been the biggest challenges?
Jayne: Balance is tricky, there’s no perfect answer. Some days it feels overwhelming, other days it flows. We lean on each other and remind ourselves why we started. Our kids inspire us too – they’re growing up seeing that women can create something from scratch, lead, and build community. That makes the juggle worth it.
How did it feel to win a Women in Business Award and speak at the Global Sauna Summit?
Jayne: Surreal! We never set out for recognition, so to be celebrated at that level felt humbling. It reminded us how far Wild Scottish Sauna has come and how many people supported us along the way.
Jamie: I’ll admit I felt a bit of imposter syndrome – but also incredibly proud.
Tell us about your new retreat days – what can guests expect?
Jayne: Retreat days are about slowing down and deepening the ritual. Expect sauna, cold dips, guided breathwork, nourishing food, and time in nature. It’s about space to reconnect with yourself, with others, and with the wild. We’ve started with day retreats and our first full weekend is launching soon.
Most surreal or pinch-me moment so far?
Jamie: Too many to count – a packed sauna on a stormy beach, strangers becoming friends, someone saying it changed their life. But really, the pinch-me moment is knowing something we dreamed up in lockdown has grown into this living, breathing community.
Finally – what advice would you give to other women with an idea but fear of starting?
Jayne: Start small, but start. You don’t need a perfect plan – just take the first step.
Jamie: Trust your instincts, lean on your people, and don’t be afraid to do things differently. If it feels meaningful to you, it will resonate with others too.
Follow @wildscottishsauna and @bobandblether for updates, community events, and plenty of sauna-and-sea-swim inspiration.
