A Welsh-born entrepreneur has turned a personal journey of recovery into a thriving wellness business, bringing the restorative power of Scandinavian-style saunas to the shores of Porthcawl and Rest Bay.
William Jenkins, raised in the Netherlands and formerly working in the fintech sector, launched Hikitalo Sauna in late 2024 after discovering the mental and physical benefits of heat therapy. The business now operates two handcrafted, wood-fired sauna cabins on the Welsh coast and was recently named ‘Best Waterside Sauna 2025’ by the British Sauna Society.
“This isn’t just about creating a place to relax,” said Jenkins. “It’s about building community and offering people a space where they can come together, disconnect from the stress of daily life, and focus on their well-being.”
From burnout to business
Jenkins’ journey began after a period of burnout, which led him to explore sauna cultures across Europe and Latin America. Inspired by the communal and healing aspects of sauna life, he returned to Wales with a vision to create a “third space” for connection and recovery.
With guidance from Business Wales adviser Victoria Owens, Jenkins secured a loan from the Development Bank of Wales to build a sustainable sauna facility powered by solar lighting and locally sourced firewood. Business Wales also provided training, webinars, and support to help him adopt Green Growth and Equality pledges, aligning the business with environmental best practices.
“William’s passion shone through from the first time we spoke,” said Owens. “He’s built something truly unique that’s helping people live healthier, more connected lives.”
A growing community
Hikitalo now offers both private and communal sauna sessions, with panoramic sea views and cold plunge options that promote relaxation, detoxification, and social connection. The business employs seven people and has become a hub for cold water dippers, surfers, and wellness seekers.
Monthly events include open talking spaces to support mental health, and regulars have formed WhatsApp groups to meet for walks, dips, and coffee outside of sauna sessions.
Jenkins, who previously appeared on Dragon’s Den with an earlier venture, says the success of Hikitalo is rooted in its ability to foster genuine human connection.
“In countries like Finland and Germany, the sauna is a true ‘third space’—not home, not work, but somewhere in between. I think we’re bringing that culture back to Wales.”
With continued support from Business Wales, Jenkins plans to expand Hikitalo further across the Welsh coast, making Nordic wellness traditions more accessible to communities across the region.
