Calls to allow the permanent siting of an award-winning outdoor sauna on Saundersfoot seafront has been refused in its current site.

Back in June 2024, a temporary two-year permission for a mobile wood-fired sauna at overlooking the sea at Saundersfoot harbour was granted by the Pembrokeshire Coast National Park Authority’s development management committee.

Since then, a further application by Kerry Evans of Hwyl Outdoor Sauna to make the siting permanent was submitted to national park planners, which was recommended for refusal at the July 15 meeting of the national park’s development management committee.

A supporting statement accompanying the application said, since its introduction the sauna has “become a popular and valued amenity for both residents and visitors, offering a space focussed on health, wellbeing and community connection”.

Hwyl Outdoor Sauna Saundersfoot
“Hwyl Outdoor Sauna has established itself as a valued wellbeing facility that benefits both residents and visitors.” (Observer pic)

It went on to say: “The overall sentiment within the village has been strongly supportive, with many residents recognising the sauna as a valuable asset that enhances the amenities in Saundersfoot,” adding: “Hwyl Outdoor Sauna has received positive attention in regional and national press helping to promote Saundersfoot as a destination for coastal wellbeing and outdoor experiences.

“Media coverage has highlighted the sauna as an example of the increasing popularity of sea swimming and sauna culture around the UK coastline.”

Back in February, the business, set up by former superyacht worker and mum-of-two Kerry won Sauna of the Year 2026/27 at the Wales Prestige Awards.

The permanent siting proposal had gained support from the public saying it was “a major asset to the village,” and “a wellness landmark for Saundersfoot,” and “a unique offering that attracts visitors to the beach and harbour”.

It was recommended for refusal on the grounds the sauna “in its current form and with the proposed location of the sauna, is considered to result in a landscape impact that harms the setting of the Saundersfoot Conservation Area,” it was “located in a position which reduces public access along the existing promenade route,” and an updated, since its previous permission, need for a Flood Consequences Assessment which hadn’t been addressed.

An officer report for members said that, while the 2024 scheme found no unacceptable adverse effects on the qualities and special landscape and seascape character of the National Park, “this application also includes further development in respect of a booking office (in retrospect) and therefore the amount of development in this application exceeds that of the temporary permission”.

Since the recommendation for refusal was publicised a 558-strong petition has been collected, calling for it to be allowed to remain; the local county councillor and his predecessor also both speaking in favour of the scheme at the meeting.

At the meeting, members heard from officers there may be scope for alternate siting of the sauna in the harbour area, but the current location could set a precedent for other areas in the park like Tenby or Newport’s Parrog.

At the meeting, applicant Kerry Evans said the sauna had been a “successful local business,” which had attracted thousands to the village with a thriving community around it, with donations to charities and local fundraisers.

She said the current location was “fundamental to its success,” providing users with “privacy and dignity,” while allowing them stunning views across the bay.

“For many first-time customers that first time when they step in [to the sauna] and look at the waves rolling in is unforgettable.”

Calls to allow the permanent siting of an award-winning Saundersfoot outdoor sauna, that sits on the seaside village’s harbour seafront, have been submitted to the National Park.
The award-winning Saundersfoot outdoor sauna, (Observer pic)

Kerry said the sauna didn’t just benefit her but Saundersfoot and had operated safely for the last two years, being moved in poor weather.

When asked whether an alternative location could be considered, she said other parts of the harbour were still a “working harbour” and the sauna was sited next to the beach-side railings to avoid any danger of people potentially “staring in” at the sauna-users.

Phil Baker, a former county councillor for Saundersfoot, raised the near-600-strong petition in support of the sauna, along with a recent national park award for its part in the redevelopment of the harbour area; his successor Cllr Chis Williams also speaking in support.

Cllr Williams said the sauna was already moved if there were unsafe weather conditions, and, on the issue of potential obstruction, there had not been “a single complaint from residents or local businesses”.

The recommendation of refusal was reluctantly moved by Cllr Di Clements, who described it as “a brilliant business” on the grounds of visual impact, adding she hoped discussions would take place with officers on an alternative location.

She was seconded by Cllr Michael Williams who warned approval would set a precedent that could be “used as a weapon for applicants and agents in the future,” with members having a duty to protect “the historic cove of Saundersfoot”.

Members overwhelmingly approved the recommendation of refusal, committee chair Cllr Simon Hancock saying: “we all desperately want this business to continue, but in a location that reflects the concerns of the national park.”