Nordic Renewal Co. hosts a pop-up semiweekly at Lake Elmo Park Reserve. The Finnish-style mobile sauna heats up to 160–195 F and uses an authentic sauna stove from Finland. Photo: Nordic Renewal Co.
The best business ideas often start with solving a problem that has yet to have a solution. That proved true for Courtney Elling, founder and CEO of Nordic Renewal Co.
After falling in love with the Finnish sauna experience on a trip to Vancouver, British Columbia, with her husband, Ryan Elling, Courtney wondered why a similar experience didn’t exist in the East Metro. So she created one herself. Nordic Renewal Co. brings a traditional sauna experience to the Woodbury area through a mobile, wood-fired sauna rooted in Finnish culture.
A Nordic sauna isn’t the same type of sauna that one would find at a local gym or spa. One of the main differences is the heat. Nordic Renewal Co. turns up the heat to a sweltering 160 to 195 F—a level well above that of a typical infrared sauna. It uses an authentic wood-fired sauna stove from Finland, an important piece the Woodbury residents decided would provide the best possible sauna experience.
Another distinction of Finnish sauna culture is its emphasis on community and connection. In the culture, using a sauna has long served as an experience where family and friends gather to relax together. Nordic Renewal Co. encourages community connections through its social sauna sessions, where guests can sign up for a seat in semiweekly events at Lake Elmo Park Reserve. While showing up to a sauna with strangers might seem intimidating at first, Courtney has seen a great community flourish with repeat guests. “Maybe you show up by yourself, maybe you bring
a friend, and there are potentially eight or nine other people in there with you,” she says. “It’s like booking a spot at a yoga studio or fitness class. Our sauna experience is very purposefully built on community.”
Nordic Renewal Co. also offers private experiences and event rentals, creating opportunities for people to slow down, connect and prioritize their well-being with family or those closest to them.
Saunas can offer both mental and physical benefits. Courtney notes that spending up to 20 minutes in a 175 F room isn’t necessarily easy. Mindfulness, breathwork and a little coaching can support a participant’s success. “Showing people that they can do hard things is probably one of my favorite things about this,” she says.
Courtney says the intense heat increases core body temperature and heart rate, improving circulation and blood flow throughout the body. It challenges the body’s stress and recovery, activating the sympathetic and parasympathetic nervous systems. “We’re teaching our body what it feels like to get really hot and really stressed and stay calm through it,” she says. “Then we’re cooling our bodies off, which is a shock to the system.” The cycle between the intense heat and shock of cold helps the body move between “fight or flight” and “rest and digest” responses, Courtney says, which many people say leaves them feeling refreshed and mentally recharged.
The business, which typically runs from September through May, is truly a family affair. The Ellings’ kids, Lyla, 13, and Bryson, 8, get involved. Lyla created the business logo, and both help with events, sitting at booths and teaching people about the sauna experience. “It was really important to me that our kids were part of this, so they could see their parents bring something to life and to be able to all do it together,” Courtney says.
For Courtney, that’s what Nordic Renewal Co. is all about: creating opportunities for people to disconnect from distractions and reconnect with one another.
These statements are for informational purposes only and are not intended as medical advice. Consult your doctor or a qualified healthcare provider with any health concerns.
Nordic Renewal Co.
Instagram: @nordicrenewalmn
