We recently connected with Mike Soderholm and have shared our conversation below.
Hi Mike, thanks for joining us today. We’d love to have you retell us the story behind how you came up with the idea for your business, I think our audience would really enjoy hearing the backstory.
The idea for Foundry Saunas was born in a swirl of nostalgia, passion, and an unrelenting desire to bring people together in a space where phones can’t follow. Growing up in Minnesota, saunas weren’t just a luxury—they were a way of life. Every summer, my family would head to these idyllic lake resorts, where evenings were spent sweating in rustic saunas, followed by a mad dash into the icy water. I didn’t know it then, but those moments were about more than just tradition—they were about connection, resilience, and a little friendly suffering that somehow made life feel richer.
Fast forward to adulthood, and I found myself in Colorado, loving the mountains but missing that Scandinavian sauna culture that was so prevalent in Minnesota. I kept asking myself, why aren’t there saunas out West? Sure, there were gyms with steam rooms or spa saunas, but nothing like what I grew up with.
At first, the idea felt like a wild leap. I’d spent over a decade in global marketing at OtterBox, which meant I could market a phone case like nobody’s business—but saunas? That was new territory. Still, something about it clicked. The logic was simple: As people become more disconnected in our screen-addicted world, spaces like saunas offer a powerful alternative—a chance to unplug, sweat out the stress, and reconnect with themselves and others. Add that to the growing wellness movement, where contrast therapy (hot-cold immersion) is getting buzz from everyone from athletes to CEOs, and I knew this wasn’t just crazy talk, it was an opportunity.
What got me most excited was the challenge of reimagining the sauna experience for today’s world. This wasn’t about installing cookie-cutter boxes; it was about crafting luxury, custom saunas that blended Scandinavian tradition with modern design. And when we launched mobile saunas for Northern Colorado, the feedback was incredible!
Of course, it wasn’t all smooth sailing. There were doubts: Would people “get it”? Was this niche too small? But every time I watched someone step out of one of our saunas looking rejuvenated and euphoric, I knew we were on to something. Saunas solve a problem most of us didn’t even know we had: the need to slow down, reconnect, and embrace a little discomfort to feel alive again.
So here we are, exclusive partners of Voyageur Custom Saunas representing the West. It’s about selling saunas and stoking the flames of a movement that’s as much about warmth as it is about community. And honestly? If I had to bet on a business idea, I’m glad it wasn’t selling more phone cases. At least with saunas, I get to meet incredible people and maybe, just maybe, help them find their own moment of clarity in the heat.
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
For those who haven’t heard my story before, let me start with the basics: I’m Mike Soderholm, founder of Foundry Saunas, a premium sauna company based in Northern Colorado that sells outdoor, indoor and mobile saunas. Originally from Minnesota, I grew up surrounded by lakes, snowbanks, and a vibrant Scandinavian sauna culture. Saunas weren’t just a way to warm up on a cold day; they were where family and friends gathered to connect, unwind, and reset. That experience left a mark on me, even as life took me far from Minnesota’s icy shores.
Before launching Foundry Saunas, I spent over a decade leading global marketing at OtterBox, where I honed my skills in building an authentic brand and creating meaningful products. But as rewarding as that was, I wanted to do something closer to my heart—something that combined my love of craftsmanship, wellness, and the outdoors. That’s when the idea for Foundry Saunas began to take shape with my business partner Jacob Desatoff.
At Foundry, we specialize in creating custom, high-quality saunas designed to fit the modern lifestyle while staying rooted in timeless Scandinavian tradition. Whether it’s a personalized indoor sauna for your home, a sleek outdoor unit that blends with the natural landscape, or even our mobile sauna rentals that bring the experience to events, retreats, or just your backyard, we’re passionate about delivering more than just heat—we create spaces for transformation.
In today’s fast-paced, digitally connected world, people are craving opportunities to slow down, disconnect, and focus on their well-being. Saunas provide that in a way nothing else can. From boosting recovery and improving circulation to fostering mindfulness and strengthening community, our saunas are about more than sweat—they’re about creating rituals that make life richer.
What sets Foundry apart is our commitment to customization, quality, and authenticity. We’re not about mass production or cookie-cutter solutions. We work closely with our clients to design saunas that fit their unique vision, whether that’s a sleek modern look, a rustic cabin aesthetic, or something in between. We’re also proud to be the exclusive West Coast partner of Voyageur Custom Saunas, a partnership that elevates what we can offer to the next level of craftsmanship and innovation.
What am I most proud of? Honestly, it’s seeing the impact our saunas have on people. When a client tells me how their sauna has become the highlight of their family’s week or how it’s improved their health and mindset, that’s the real reward. And as someone who’s deeply passionate about fostering the sauna movement in the West, I love knowing we’re helping to introduce this incredible practice to people who may have never experienced it before.
If there’s one thing I want potential clients and followers to know about Foundry Saunas, it’s that we’re more than a sauna company—we’re about creating moments. Whether it’s the quiet solitude of sweating out a tough day or the shared laughter of friends daring each other to jump into a cold plunge, we’re here to help people reconnect—with themselves, with each other, and with the tradition of embracing both heat and discomfort to feel truly alive.
So, if you’ve ever considered adding a sauna to your life, we’re here to make it happen. And if you’re not sure where to start, don’t worry—that’s what we’re here for. Let’s talk, dream, and design something incredible together.
Can you tell us the story behind how you met your business partner?
I can’t tell you how many serendipitous moments have marked this sauna journey, but one of the most important begins with how I met my business partner, Jacob. It’s a story I couldn’t have scripted if I tried.
One day, my wife was driving down the road when she noticed two mobile Voyageur Custom Saunas parked in a nearby neighborhood of ours. Naturally curious (and knowing my love for all things sauna), she stopped to say hi to the person out front. That person was Jacob, who had recently purchased the units with the dream of launching his own sauna wellness business. The funny part? He wasn’t quite sure how he was going to activate the saunas yet—it was a vision in progress.
Of course, I had to meet him, and soon enough, we found ourselves sharing sauna sessions and tossing around ideas. It didn’t take long to realize we were on the same wavelength. We both shared a deep passion for saunas—not just as a product but as an experience that could change lives. We both envisioned bringing this age-old tradition to the modern world in a way that felt accessible, authentic, and meaningful.
It’s a reminder that sometimes the best business relationships start not in boardrooms or over spreadsheets, but in the heat of a sauna, where everything becomes a little clearer.
What’s a lesson you had to unlearn and what’s the backstory?
One of the biggest lessons I had to unlearn was the idea that profit is the most important metric of success. Don’t get me wrong—profit pays the bills, keeps the lights on, and helps a business grow. But I’ve learned the hard way that profit without passion doesn’t just lack soul—it’s unsustainable.
Coming from a corporate background, I was immersed in a world where the bottom line often dictated decisions. It’s easy to fall into that mindset when starting your own business—especially when you’re bootstrapping and every dollar feels like it matters more than ever. But early on in this journey, I realized that if profit became my only focus, I’d lose sight of the very thing that inspired me to start Foundry Saunas in the first place.
When you’re not fueled by passion, you stop going the extra mile. You start cutting corners, not just in the physical product but in the authenticity and care you bring to the experience. And when that happens, the cracks start to show—whether in your relationships with customers, the quality of your work, or your own sense of purpose.
This business isn’t just about selling saunas—it’s about creating something meaningful, something I truly believe in. I’ve found that when you stay rooted in your passion, the profit follows naturally. It might take longer, and there might be some tough moments along the way, but the result is something far more fulfilling: a business you’re proud of and a legacy that feels authentic.
Contact Info:
- Website: https://www.foundrysaunas.com
- Instagram: @foundrysaunas
- Facebook: https://www.facebook.com/profile.php?id=61558414390506
- Linkedin: https://www.linkedin.com/company/foundry-saunas/
