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| Region/Nation | South East - Buckinghamshire and Hertfordshire |
|---|---|
| Business Name | Ojas Sauna |
| Owner | Amelia Sweeney |
| Partner | NWES |
| Social Media |
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| Website | ojassauna.co.uk |
A former project manager who left her career of 11 years to build a fast-growing outdoor Sauna and ice bath business has been named the 2026 Start Up Loans Ambassador for the South East of England, after she opened a second venue in the region.
Amelia Sweeney, founder of Ojas Sauna, is one of 14 entrepreneurs selected for this year’s Start Up Loans Ambassadors programme.
Amelia launched Ojas Sauna in 2024, after securing a £13,000 Start Up Loan with support from NWES. She used the funding, alongside personal savings, to open her first venue in Buckinghamshire, while continuing to work full time in construction project management. As demand grew, she resigned from her corporate career, to focus on the business full time.
A Start Up Loans second loan, alongside reinvestment from the business profits, helped Amelia open her second venue in Hertfordshire. Ojas Sauna offers private hire, and communal social sessions across both venues. In addition to the two fixed venues, Ojas Sauna offers a portable sauna and ice bath experience, which has created additional revenue opportunities through private home hire, yoga retreats, and festivals.
She has trained eight flexible team members as Ojas Sauna hosts and her established Buckinghamshire venue welcomes up to 50 bathers a day at weekends.
£13,000
alongside personal savings, to open her first venue in Buckinghamshire.
Norfolk and Waveney Enterprise Services (NWES)
Business support for start-up and early stage businesses
I started Ojas Sauna as a weekend hobby, following my passion for Sauna and cold water swimming, but I quickly realised that building a business demands far more sacrifice than people often see. Before opening our first fixed venue, I contacted around 450 potential venues across the South East to ask if I could rent an area for an outdoor wellness business. It took persistence, but eventually one said yes. My advice to aspiring founders is to keep going, for all the no’s eventually one person will say yes!
- Amelia Sweeney Founder of Ojas Sauna
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