In an age where wellness trends come and go, CESU Saunas stands out as a beacon of quality and intentionality. Founded by Pete Nelson, this brand is not just about selling saunas; it embodies a commitment to craftsmanship, community, and the profound benefits of thermal therapy. With nearly 1,800 saunas sold in just three years, CESU has redefined the sauna therapy experience, making it accessible and enjoyable for all.
Pete's journey from personal trainer to sauna entrepreneur is a testament to his dedication to health and wellness. He recognized a gap in the market for high-quality, handcrafted saunas that prioritize both aesthetics and functionality. Through his vision, CESU has emerged as a sanctuary for those seeking recovery, resilience, and longevity through contrast therapy.
The inception of CESU Saunas is rooted in a blend of personal experiences and entrepreneurial spirit. Pete Nelson and his business partner, Nick Datis, began their journey in the fitness industry, where they encountered the transformative power of sauna therapy through an XPT experience in Hawaii. Inspired by this, they sought to create a sauna experience that was not only high-quality but also easily accessible to consumers.
The name 'CESU' reflects the Finnish concepts of perseverance, tenacity, bravery, and grit—values that resonate deeply with Pete's vision. He wanted to create a product that embodies these principles, offering a sanctuary for individuals seeking to enhance their wellness journey.
Since its launch in August 2020, CESU has experienced remarkable growth. Within just nine months, the company achieved its target of selling 40 saunas per month, a milestone that prompted Pete and his team to think even bigger. As Pete shared, "It made us immediately pivot into thinking way bigger than we were currently thinking."
This growth is not merely a reflection of sales numbers; it signifies a broader movement towards community-oriented wellness. CESU has fostered relationships with its members, creating a network of individuals dedicated to health and recovery. Each sauna sold represents a commitment to well-being, not just for the individual but for their families and communities.
At the heart of CESU's philosophy is an unwavering commitment to quality. The company sources US-made cedar, working closely with local Amish craftsmen to ensure that each sauna is handcrafted with care. This dedication to materials is evident in every aspect of the product, from the thickness of the wood to the ergonomic design of the benches.
Pete emphasizes the importance of using quality materials: "I think that cedar has this aromatic sensation to it that you can't...unless you've been in a CESU, you just can't fathom or understand it." This attention to detail not only enhances the sauna experience but also ensures durability and longevity, making CESU saunas a worthwhile investment for health-conscious individuals.
CESU Saunas is more than just a product; it is a catalyst for community wellness. Pete's personal journey reflects this ethos. He shares how the sauna has become a central part of his family's health routine, fostering connections with friends and creating a supportive environment for fitness.
"The sauna then becomes this vehicle for...obviously recovery, but the aerobic side is fantastic," Pete notes. This communal aspect of sauna use encourages accountability and fosters a culture of health, where individuals can support one another in their wellness journeys.
At CESU, customer satisfaction is paramount. Pete and his team prioritize responsive support, ensuring that every member feels valued and heard. This commitment to service is reflected in their proactive approach to addressing customer feedback and concerns.
As Pete states, "I want you to know that you're covered. I want you to have the best experience possible." This dedication to the customer experience not only builds trust but also reinforces CESU's reputation as a leader in the wellness industry.