Talking story with Justin Juntunen of Cedar & Stone Nordic Sauna

You can almost always find me on the North Shore, though depending on where I am, that could mean something very different (or in many ways, something oddly similar). I was born and raised in Minnesota, so for me, “the North Shore” always meant the magical, frozen, freshwater coast of Lake Superior. But having lived in Hawai’i for the better part of my adult life, “North Shore” also refers to my second home: Oahu’s 7-mile miracle.

They are both places where people live simply, but fully. Where adventure is the rhythm of life and the outdoors are both playground and teacher. Where circles are tight-knit, connections feel real and lasting, and stories are told around fires and over waves. 

Or sometimes, within a sauna.

In Minnesota, winter isn’t just a season to endure; it’s one to embrace (though, I’ll admit, those -20-degree days do test my resolve). So when I was home for the holidays, I set out to better understand a tradition that’s equal parts ancestral legacy and modern wellness phenomenon. 

It’s a tradition that feels perfectly at home in Minnesota, and Justin Juntunen (founder and CEO of Cedar & Stone Nordic Sauna) has made it his mission to rekindle this heritage while reimagining it for modern life.

Sauna culture has been gaining momentum nationwide, something I’ve witnessed even in warm-weather regions like Hawaii. While infrared saunas are popular there, Justin believes traditional Nordic saunas offer something unique. “It’s about the quality of the space—the high thermal mass, the communal atmosphere, and the tradition,” he explains. With typical infrared saunas having a typical capacity of one to four people, he describes infrared saunas as “a great entry point, but they’re an appetizer, not the full meal.” 

“Sauna is the only Finnish word in the English language, which speaks to its significance,” Justin notes. So it makes sense that Duluth, Minn. (which once had the highest population of Finnish immigrants in the world) has a sauna culture that is both alive and well, with Cedar & Stone reviving and celebrating this cultural gift. “It’s about more than health benefits and stress relief,” Justin says. “It’s about togetherness.”

Nowhere is this sense of community more evident than at Cedar & Stone’s floating sauna location on Lake Superior—the first of its kind in the U.S. 

Inspired by a trip to Finland, Justin and his wife experienced the magic of a floating sauna on the Baltic Sea. “We knew immediately this would work back home in Duluth,” Justin recalls. 

Situated on the world’s largest freshwater lake, this sauna is the perfect post-adventure experience: the hot-cold contrast of sauna and plunge, the breathtaking views, and the camaraderie that only comes from sharing in it with others. 

A few weeks ago, I revisited Cedar & Stone’s floating sauna on Lake Superior. This time, visiting with a deeper sense of curiosity and intention—ready to experience and understand the connection it fosters. Nestled on a barge in Duluth, the session began with a warm welcome from our guide who explained the traditional rhythm of Nordic sauna culture: Hot, cold, rest, rehydrate, repeat. 

It didn’t take long to break the ice (both figuratively and literally, of course)—sitting shoulder to shoulder with strangers and swapping stories about where we came from and how we ended up here. When the heat became a little too much, we all took turns plunging in the icy embrace of Lake Superior. 

It’s not the kind of thing you tackle without a bit of encouragement. Our group rallied behind one another, voices echoing with cheers and laughter, joined unexpectedly by onlookers across the harbor who were attending a holiday lights show. 

For Justin, this is the most rewarding part: creating a space where people can gather, connect, and rejuvenate together.

By the end of the session, we weren’t strangers anymore, but a small, spontaneous community brought together by steam, Superior, and stories. And when I left, I felt lighter—not just physically, but emotionally. Sauna has a way of peeling back layers you didn’t know you were carrying. 

The heart of the Nordic sauna experience, according to Justin, lies in its ability to foster connection. “Sauna is a third space—a communal space that’s second only to the dinner table, at least in my family,” he says. While infrared saunas may appeal to those seeking solitary moments, traditional saunas offer a rare opportunity to build resilience and community. “When we connect, something changes inside of us. That’s invaluable.”

Looking ahead, Cedar & Stone is on an ambitious mission: to host one million sauna guests by 2033. Whether through backyard installations, guided experiences, or their Sauna Business Accelerator program, Justin and his team are committed to bringing the benefits of sauna to more people, helping them build stronger, more resilient lives. 

“Sauna is more than a wellness trend,” he says. “It’s a cultural tradition that’s here to stay—and one we’re excited to share with the world.” 

Whether it’s your first time or a return to tradition, Cedar & Stone invites you to come as you are and leave as something lighter. 

Learn more about Cedar & Stone Nordic Sauna or follow them on Instagram for updates.