Out of the Valley co-founder Chris Selman discusses the current demand for saunas and what makes them so appealing.
Tucked away in the Devon countryside of England, Out of the Valley is quietly reshaping the way we think about outdoor spaces. What began as a single handcrafted cabin by designer Rupert McKelvie has evolved into a studio that creates beautifully designed, timber-built saunas that are equal parts architecture, wellness, and art.
With a focus on material integrity, connection to landscape, and a strong design sensibility, OOTV is helping to bring sauna culture into the architectural conversation.
McKelvie, a designer and craftsman built his first cabin for personal use in a remote valley by the River Teign driven by the desire to live off-grid and closer to nature. It laid the foundation for Out of the Valley, which was established officially in 2016. Though the brand initially specialized in cabins, it was the creation of its first sauna in 2017 that would steer its future direction.
“Demand for the saunas quickly outpaced that for the cabins,” co-founder Chris Selman told ArchiExpo e-Magazine. “So now we focus solely on producing premium, outdoor saunas that are designed to last for generations outside and in the elements.”
The Transformative Power of Sauna
Selman, who spent years working in corporate sales in Sydney before joining McKelvie in 2022, brings a global perspective and commercial edge to the brand. After a year-long sauna pilgrimage—from Japanese onsen to floating saunas in Tasmania—he returned to the UK with a vision: to bring the transformative power of sauna into more people’s lives.
In the workshop in Devon a team of architects, designers, and craftspeople meticulously handbuild each sauna to order. Using locally and ethically sourced timbers, they choose materials not only for their beauty but also their thermal properties and environmental resilience. The result is a collection of saunas that are as functional as they are beautiful—designed to live outdoors, blend into landscapes, and elevate the entire wellness experience.
“Saunas have traditionally been relegated to the darkest corners of gyms or spas,” Selman explains. “But they should be outside. They should connect to nature. Ours are little pieces of artwork; they feature quite heavily in someone’s landscaping. They’re not hidden away—they’re focal points.”
The company’s current sauna range speaks volumes to this philosophy. The Tyto is a compact, panoramic model designed to nestle into gardens and backyards, starting at £38,600. The Falco, a customer favorite, balances privacy and design with a Corten steel roof and soft cabin styling, while the Merula pushes structural engineering with a dramatic, edge-to-edge window. At the top of the range is the Calluna—a 12-person sauna with an integrated changing room and outdoor shower, created for immersive, communal bathing experiences.
Personalized Saunas & Growing Awareness of Health Benefits
The core collection can be modified and personalized to suit individual needs. Some are linked to a phone app meaning the sauna can be heated at the touch of a button ahead of use. For one recent client, the team installed an ice bath on the decking, providing the ultimate contrast therapy kit.
“We’re expanding our collaborations with architects and landscape designers,” says Selman. “It’s a design-led approach, fully integrated—from concept and fabrication to delivery and installation. Each sauna is made to harmonize with its setting.”
OOTV recently collaborated with the British architect Oliver Leech to install a bespoke outdoor sauna in the garden of a project in Stroud, Gloucestershire.
“Working with architects and landscape designers is a very enjoyable process because they understand our design ethos.”
Sauna culture in the UK is catching up to its Scandinavian roots. No longer reserved for spa weekends or a rare indulgence, the sauna is becoming a part of everyday life for a growing number of people. Over 100 public saunas have opened in the last two years alone, reflecting a broader shift toward wellbeing, nature immersion, and social connection.
“I think in places like the UK, North America, and Australia, sauna is where yoga was 20 years ago,” Selman reflects. “It wasn’t mainstream, it was a bit hippie. But now, like yoga, saunas are becoming normalized—and that’s exciting.”
Part of this shift is due to a growing awareness of sauna’s health benefits. Regular sauna use has been linked to improved circulation, stress relief, muscle relaxation, enhanced immunity, and mental clarity. Add in contrast therapy—alternating between hot and cold immersion—and the benefits grow exponentially.
Being Present, Slowing Down
But beyond wellness, saunas offer something rare in modern life: presence.
“There aren’t many places left where you can go and not have a phone,” says Selman. “A sauna is like a mini meditation. It demands your full attention. It’s intense. It makes you present and self-aware.”
That presence, that ritual, is something Out of the Valley seeks to cherish in each of its structures. From the curve of a timber joint to the placement of a panoramic window, every design detail is intentional. These are not mass-produced saunas; they are built to resonate with their environments and their users.
“After lockdowns, people started reconnecting with nature. They’re realising the value of space, of slowing down. And I think that’s why the harmony of the sauna and the outdoors works so well.”
In a fast-paced world, Out of the Valley offers a counterpoint—spaces of warmth, stillness, and connection. Through craftsmanship, design, and a reverence for nature, they are helping to bring a centuries-old tradition into a new, modern rhythm of life.
