Reasons to Invest

1. Saunas for everyone
We have a sauna for everyone — traditional or infrared, indoor or outdoor, large or compact. Our advantage is the depth and reliability of our range: 10 proven models supported by a steady supply chain and consistent lead times. Flagship products like the Bonid Indoor Sauna — Australia’s only dual-layer traditional 5-person indoor sauna — highlight our uniqueness and demand. Unlike mass-produced brands, we offer full flexibility across Canadian Red Cedar, Hemlock, Pine, or Spruce, with custom heaters and finishes. We also supply complementary products including ice baths, hot tubs, and accessories, enabling a complete at-home wellness setup from one trusted supplier — all while delivering premium quality without premium pricing.

2. Riding a major Australian wellness tailwind
Saunas sit within the rapidly expanding at-home wellness category, driven by consumers prioritising recovery, mental health, and preventative wellbeing. Australia’s wellness economy reached US$126.7bn in 2023 and continues to grow strongly — creating a clear “why now” backdrop for wellness-at-home brands (Global Wellness Institute).

Online demand reflects this shift, with sauna-related searches in Australia increasing significantly year-on-year as more households look to recreate spa experiences at home rather than rely on memberships or facilities. Every month 49,500 people search for sauna products in Australia, while searches for outdoor saunas are up 50% YoY, and Traditional saunas up 40% YoY (Google Trends).

3. Nationwide delivery & installation network
Tasman Saunas offers both indoor and outdoor options and supports customers with nationwide delivery across Australia, supplied via our local depot network. We also have a service and assembly partnership that allows us to offer installation in all major metro areas across the country, from Queensland to Western Australia. 

4. Minimal inventory risk as zero stock is held on hand
Tasman Saunas produces premium handcrafted saunas made to order and ships them flat-packed for easy assembly. This approach means the business doesn’t need to hold large amounts of finished stock, avoiding the estimated $40,000 – $60,000 per year in warehouse costs for a spa and sauna business in Australia. By eliminating storage and inventory overheads, Tasman Saunas keeps cash flow lean while delivering premium products directly to customers.

5. Clear, scalable growth plan (marketing + retail network)
Funds go into two repeatable levers: marketing to grow demand and an expanded Australian retailer/showroom network so customers can experience products in person (a major conversion driver in this category). This retailer network also enables pre-order campaigns, where retail partners commit to set order quantities in advance. In return, they can access competitive discounts which they can pass on to their customers as a sharper in-store offer.
 

Who is Tasman Saunas?

Tasman Saunas is a home wellness brand committed to making sauna ownership accessible to everyday Australians, with products spanning indoor, outdoor, traditional, infrared, and complementary wellness categories like ice baths and hot tubs. The company is positioned around quality and customer experience, with products inspected and polished by hand before leaving the factory. Products are shipped directly to customers in crates in a Kitset and are delivered to the customer’s door for convenience. 

The Problem

Saunas are moving mainstream as part of the wellness-at-home shift, but the category still has major friction:

• Perceived as a luxury: many households assume it’s expensive, complicated, or only for high-end homes.
• Too hard to buy confidently online: customers worry about quality, lifespan, heater performance, and after-sales support.
• Limited “try before you buy”: without showrooms/retailers, many shoppers delay or abandon purchase.
• Installation anxiety: people fear difficult installation, electrical requirements, or ongoing running costs.
   

The Solution

Tasman Saunas removes friction by combining a retail-ready product range with an easy customer journey:

• Made-to-order quality materials including red cedar / hemlock options, designed for durability and performance. 
• Flat-packed, shipped to your home for simpler logistics and easier installation. 
• Energy-efficient positioning (the brand states daily users can expect low running costs ) to reduce ownership hesitation. 
• Retailer network strategy so customers can see and experience the product in-person before purchase. Starting in Victoria, expanding to other states late 2026.
• Range breadth (indoor/outdoor/traditional/infrared + cold therapy add-ons) to capture more of the “home wellness” basket. 

The Industry

Australia’s wellness market is large and growing — the Global Wellness Institute reported Australia’s wellness economy reached US$126.7bn, with strong growth rates in recent years. 

Globally, residential use is a major driver in the sauna category (one major market report estimates residential accounted for ~59% of sauna demand in 2024), supporting the long-term shift toward home-based wellness upgrades. 

This is the “why now”: consumers are increasingly building wellness into the home (recovery, sleep, stress reduction), and saunas are becoming a considered purchase alongside gyms, pools, and other home improvements.

Competitive Advantage

Who Tasman goes head-to-head with: established sauna brands and distributors (often strong in infrared and high-end segments). Examples of well-known competitors in the broader AU market include Alpine Spas, Sunlight and Clearlight, which position strongly around premium infrared products. 

How Tasman Saunas wins:

• Accessible premium: a value-led positioning that still emphasises craftsmanship and durability (not bargain-basement imports). 
• Designed for Australian living: indoor and outdoor options with a practical ownership journey (delivery + assembly). We’ve gone the extra mile in our design, adding product improvements that increase reliability, durability, and long-term performance.
• Retail expansion as a conversion lever: competing brands often rely on online-only or limited showroom presence; Tasman’s growth plan prioritises national retailer reach. 
• Manufacturing + customisation capability: built to support volume while allowing tailored options (helpful for higher AOV and better customer fit).
• We’re sauna specialists, not generalists. Many competitors spread their attention across pools, spas and outdoor furniture — we stay focused on saunas, which means deeper product knowledge, tighter quality control, and a better customer experience.
• We focus where we win: traditional saunas. We’re genuine sauna enthusiasts, and our strongest-performing products are our Bondi Traditional Sauna and our traditional barrel saunas, which continue to lead sales. As a result, we’ll concentrate our marketing on these hero traditional products, rather than chasing the crowded, low-margin end of the infrared market.

Business Model

Tasman Saunas sells home wellness products direct-to-consumer online and through retail partners, earning revenue on product sales with margin supported by its made-to-order supply model.

How the company makes money:

• Primary revenue: sauna unit sales (indoor/outdoor, traditional/infrared). 
• Secondary revenue (optional to include if true): accessories, upgrades, delivery/installation add-ons, quarterly sauna servicing packages, sauna cleaning products, and complementary products (ice baths/hot tubs). 
• Channel mix: DTC ecommerce + retailer/showroom partners (planned to scale across Australia). 

Customers today:

• Our average customers are 35-50 year old males, semi professional, active, who are seeking relaxation products and an escape from work/life commitments. They often already own a swimming pool and spa pool and see the sauna as the next logical purchase for their wellness journey. 
• Women are a strong secondary audience and hold significant influence in the decision to purchase, seeking value for money alongside quality. 
• Our top-selling products are the Bondi Traditional Sauna and our traditional barrel saunas, which together account for over 50% of total sales. 
• Our strongest market is Queensland, followed by Victoria and New South Wales.

Capacity / scalability:

• Made-to-order production and flat-pack logistics support scaling into new states without needing heavy owned retail capex upfront. 
   

Risks

• Competitive pressure: established sauna brands can outspend on marketing or discounting. 
• Seasonality: demand can be stronger in colder months; requires disciplined cashflow and marketing planning. 
• Supply chain / lead times: materials availability, freight costs, and production timelines can impact delivery promises.
• Marketing efficiency: customer acquisition costs can rise; the brand must maintain strong conversion and margin discipline.

Use of Funds

Tasman Saunas will deploy capital into two growth engines:

1. Marketing that drives demand. Scale proven acquisition channels (paid social, paid search, retargeting, creator partnerships, and always-on content) to grow qualified leads and online sales.
    
2. Retail network expansion that increases conversion. Build a national footprint of retailers/showrooms so customers can experience saunas in-person, accelerating trust and purchase confidence. 

Expected outcome of funding: A repeatable rollout model across Australian states that increases brand awareness, lifts conversion rates through physical presence, and grows unit volume while protecting healthy margins.

Investor perk

Investors receive a progressive discount on Tasman Saunas products, giving immediate value from day one.

About Swarmer

Swarmer is an Australian equity crowdfunding platform connecting businesses and investors. Designed to support start-ups, growth companies and scale-ups we allow everyday investors to own a share in businesses that are the future. We hold Australian Financial Services License (AFS License #507867). 

Find out more about becoming a shareholder via Equity Crowdfunding through Swarmer.