We’re excited to introduce you to the always interesting and insightful Alisa Cardenas. We hope you’ll enjoy our conversation with Alisa below.

Alisa, thanks for taking the time to share your stories with us today So, naming is such a challenge. How did you come up with the name of your brand?

When brainstorming the name of Howl at the Moon Sauna Co., I decided I wanted something that embodied the experience I aimed to create. The perfect name would evoke a sense of adventure, connection with nature, and a feeling of freedom that the sauna experience can inspire.
After leaving the corporate world in 2021, I went on a journey of self-discovery. This personal journey introduced me to the idea of rewilding—breaking free from stereotypes and embracing both the light and the darkness within. It was about reconnecting with nature and, in the process, reconnecting with myself. During this time, I found myself surrounded by an inspiring circle of women, each of us navigating our own life circumstances. Many of us were feeling a lack of connection- to the natural world and to ourselves. The time we spent together outdoors—laughing, talking, reflecting—were incredibly powerful, and I knew I wanted to create a business that would capture that same energy.
The name Howl at the Moon came to me as I thought about what I wanted people to feel when they stepped into our sauna. I imagined that primal joy of being in nature, feeling free, alive, and connected with others. The act of “howling at the moon” felt symbolic, capturing the essence of letting go and reconnecting with our wild, unfiltered selves. Choosing this name aligned perfectly with my mission to create a space where people can reconnect with their wild spirit, even if just for a little while. Howl at the Moon Sauna Co. is a way of life—a call to experience, connect, build community, and find a place where we can all fully embrace our true nature.

Alisa, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

I’m Alisa, Founder of Howl at the Moon Sauna Co., a mobile sauna and lifestyle brand based in Rockford, Michigan, serving the West Michigan area. I launched Howl at the Moon Sauna Co. this January, stepping into an exciting new chapter after nearly a decade in the corporate world of human resources. Originally, my career dream was to bring unique experiences to people. My undergrad is in Hospitality and Tourism Management from Grand Valley State University. But as graduation approached, I shifted gears toward Human Resources, and that choice ended up shaping the next phase of my life.
The corporate world was an incredible teacher, especially in honing the skills I now use every day to fuel my business. But over time, the workload began to affect my mental and physical health, and I knew I needed a change. In 2021, I made the leap, setting out on a personal wellness journey that reconnected me with myself, and the natural world as well as an incredible community of women. Around this time, or even some time before that, a close Finnish friend introduced me to the love of sauna. Those experiences combined with a desire to connect with nature and community, sparked the idea for Howl at the Moon Sauna Co.
Howl at the Moon Sauna Co. was born from a desire to blend these powerful experiences. Our mission is to nurture the physical, mental, and social well-being of our community through the practice of sauna. We operate The Wildflower, a vintage horse trailer transformed into a one-of-a-kind mobile sauna. We offer community sauna sessions, private rentals, and events—bringing the sauna experience directly to our customers, wherever they are.
While many recognize the physical benefits of sauna, I believe the mental and social aspects are the real game changers. It’s a remedy for stress and a catalyst for connection. Sauna offers a deeply restorative experience for anyone seeking a unique way to nourish their well-being. Whether you’re celebrating a special occasion or just looking for a unique opportunity to connect with others, sauna provides a space for genuine conversation, shared laughter, and moments of stillness. I love watching strangers strike up conversations, seeing first-timers fall in love with the experience, and witnessing people come together to celebrate, connect, and unwind. Sauna has a unique power to heal that goes far beyond the physical benefits. It’s the perfect experience for those who crave a break from routine and want to tap into something raw, grounding, and truly transformative.
Thing I’m most proud of? There are two actually. First, the look, feel, and vibe of Howl at the Moon—it’s a brand that radiates adventure and freedom, from the logo to the sauna itself. And second, the community we’re building around sauna culture in West Michigan. It’s a beautiful thing to see people returning, bringing friends and family, and making Howl at the Moon a memorable part of their lives. We’re creating a pack, a real community, and it’s just the beginning.

Learning and unlearning are both critical parts of growth – can you share a story of a time when you had to unlearn a lesson?

A lesson that I had to unlearn was that success doesn’t have to follow a traditional path- After spending years in a structured corporate work environment, I thought there was a specific blueprint for success in life: get the degree, the certifications, the credentials, climb the ladder, get promoted, get a raise, get promoted again, etc. etc., and then you’re “successful”, right? However, stepping into entrepreneurship opened my eyes to diverse paths and definitions of success. I’ve been learning every day that I can define my own measure of success, and I do. For me, success means for once, doing something that I love. Bringing my authenticity to my work every day and not forcing myself to fit into the corporate culture, as a square peg in a round hole. I prioritize fulfillment, community and flexibility over my own time rather than conventional achievements.

Where do you think you get most of your clients from?

The best source of new customers for Howl at the Moon Sauna Co. has been the power of community engagement and word-of-mouth. From the beginning, I knew that building authentic connections with people would be crucial to our success. Our sauna experiences are designed to create a shared sense of connection through wellness, which naturally fosters conversations. When clients come to a community sauna session, they often invite friends, family, or even coworkers to join, and those newcomers often become repeat customers. This organic growth has been incredibly rewarding, as it not only helps to expand our reach but also reinforces the community-centric values we aim to promote.

Contact Info:

• Website: https://www.howlatthemoonsaunaco.com
• Instagram: @howlatthemoonsaunaco

Image Credits

@wavetone.studio (Megan Smit)