“We are moving into a time where people are getting off their phones, and want to connect with people IRL, doing something that’s both healthy for you and creates an opportunity for connection and new friendships,” says Farrell.
From the start, Farrell has resisted the urge to make The Good Sauna feel like a traditional wellness brand. Instead, his focus has been on creating a space that blends raw charm with a sense of community. “We’re not running a spa, we’re running a third space,” he says. “I like to think of what we do as ‘rock ‘n roll wellness,’ creating an alternative experience which is both rustic and down to earth.”
That ethos has taken him through a lot in just a few short years. When The Good Sauna first launched, it quickly gained traction—but not without a few bumps along the way. A major setback came when Feel Good, where The Good Sauna shared a home, faced eviction, forcing Farrell to rethink his strategy.
“It was a difficult and stressful experience, to see a business and community I had worked so hard to build suddenly thrown into uncertainty,” he says.
But Farrell didn’t let the situation stop him. He found a new opportunity in a partnership with Container Brewing in East Van. Beginning as a one-day pop-up event, the collaboration turned into a full winter activation, with a year-round agreement for the following seasons. Now, Farrell is moving full speed ahead.
“With all great challenges comes the opportunity to push forward, problem solve and see how your hard work can be used to create new connections and figure out ways to do good things for good people,” he says.
It’s not about scaling fast. Instead, Farrell is more interested in scaling intentionally, with the right partners. “The vision is to find an operating partner to take it to the next level,” he says. “I would like to create a package that we can sell to others who want to set up their own sauna experiences across North America, while expanding our operations in the more immediate area.”
At the end of the day, no matter how many fans of The Good Sauna are created, Farrell has his eyes set on creating a space that people genuinely connect with. “Honestly, I think the way we do it is my favourite way,” he says. “There are a few key operators in the city now, with more on the horizon, who are doing things well and in their own way. Due to city restrictions, most are indoors. I’m keen to keep our operations outdoors.”
It’s this very authenticity that has built a loyal following for The Good Sauna and set it apart in a crowded market. But Farrell’s true measure of success isn’t growth for growth’s sake: it’s in creating lasting, meaningful impact. “My goal with any business I’m involved in is to create a space that helps people improve their mental health through community, connection, and activities that naturally benefit both mind and body,” he says.
Farrell’s formula for success? Keep it real, keep it human. Through The Good Sauna, he’s created something that goes beyond business: a space where people can pause, connect, and leave better than they came.
