Three friends in their mid-20s have launched a social wellness movement in Bristol in a bid to provide an alternative social environment to the pub scene, with the help of £15,000 worth of Start Up Loans, secured with help from SWIG Finance.
Unfold Sauna Club grew out of the Sunday morning ritual shared by housemates Joe Williams, Seb Rea and Ben Plant. Their shared passion for fitness and wellness came to the fore two years ago, when Joe was hospitalised with alcohol-induced pancreatitis and needed an alternative social activity to the usual drinks at the end of a 9-to-5 workday.
Unfold Sauna Club Business Owners Joe Williams, Seb Rea and Ben Plant
“I was not a frequent drinker, but at the same time, society doesn’t guide us in a way that puts emphasis on healthier ways of living,” Joe says. “I’m now determined to open the door for healthier social alternatives for all.”
Having identified the problem, Joe discovered the solution by accident. “I was lucky to have such supportive friends in Seb and Ben. We started going to saunas, running, thinking entrepreneurially together. I found I was spending time with friends in a way that was nourishing, having real conversations with real people in shared moments, making connections and building friendships.
“With this change we started to build together, something not just for us but for all – a movement, a pivot in consumer preference.”
The trio did their research and successfully applied to the British Business Bank‘s Start Up Loans programme to invest in a Danish-made Scandinavian wood-fired sauna and two ice baths. The former reaches temperatures of 90º, while the latter can be as cold as two degrees. This form of “contrast therapy” claims to offer numerous health benefits including cardiovascular, circulatory, lymphatic and anti-inflammatory support.
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“We work around the values of Connect, Recovery and Growth,” says Joe. “It’s about connecting with yourself and the people around you; recovering physically, mentally, socially and emotionally; and using this to grow into the future we want to achieve, unfolding the path towards just that – hence the name.”
Thanks to the support of the Tobacco Factory in Bristol and Five Acre Farm CIC, the business found a permanent location at the regenerative Five Acre Farm in Backwell, 15 minutes from the city centre. “Their ethos was 100% in line with ours. It was a leap of faith that paid off, and we can’t show our appreciation enough.”
Unfold opened in June and has built up what Joe describes as an “amazing community” through word of mouth, social media, in-person visits to local community groups and sponsorship of Bristol events.
Seb’s experience as a qualified accountant came in handy when applying for the Start Up Loan. “We did a Google search for lending options, and the Start Up Loans through its partner SWIG Finance were the first thing that came up,” said Seb. “It was a seamless process. Everyone we spoke to was so helpful, and the support and communication we got throughout were really good – we were never left in the dark. Once approved, the loan was delivered quickly. I have only positive feedback.”
Unfold Sauna Club also offers its customers ice baths
The friends are currently running the sauna business around their day jobs, at weekends and selected evenings with a view to extending the hours. “We have a huge vision to create a cultural hub for social wellness in Bristol,” says Joe. “I’ve always wanted to create my own business, and I’m so excited we have made the leap.”
“I’d like to turn Unfold into a lifestyle movement where people can feel at home, not just in the sauna or at yoga, but as a natural and supportive way of living. If we can provide that to the world, we are doing something very special.”
Jhaenelle Gray, Start Up Loans Officer, SWIG Finance said: “I liked the fact the business highlighted bringing together a community and giving them access to health and wellness solutions.
“All three applicants were very knowledgeable about their business, and the persistence they showed in going through the application process was great. Their determination was obvious from the outset, which is always a great thing to see with applicants.”
The British Business Bank’s Start Up Loans programme offers personal loans of up to £25,000 per director at a fixed rate of interest and free mentoring to help anyone start or grow a new or early-stage business.
To find out more about Unfold Sauna, you can watch their YouTube video here.
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About SWIG Finance
SWIG Finance is a people-based lender that provides loans and support to help smaller businesses in the South and West Country grow. We base our lending decisions on potential rather than collateral, which means that we can often support businesses when others can't.
We’re growing every year. In 2024/25, we lent £14.8m to 501 businesses, helping to create and secure over 1,272 jobs and generate £75.7m in social impact. Download the report here.
If you’d like an informal chat about your funding requirements, get in touch with our friendly and professional team to see how we can help: info@swigfinance.co.uk / 01872 227 930