Surf South West’s Beach Sauna: Marking 30 Years

At Roots Creative, we’ve worked with Surf South West for a long time — so being part of their 30th anniversary year is something we were pleased to help with. It’s not just a milestone; it’s a reflection of three decades of evolving, adapting, and staying relevant in a competitive coastal market.

We’ve supported them with their website and advertising for some time, so we were very keen to get stuck into their exciting new venture: the launch of their new beach sauna right on Croyde beach.

Not the First — But Done Differently

It’s no secret that saunas are having a moment, and there are already options nearby. But what stood out to us with SSW wasn’t about being first — it was about how they’ve approached it.

Positioning the sauna directly on Croyde beach creates a different kind of experience. There’s no disconnect, no transition — just heat, sea, surf and fresh air all in one place, neatly tied in to their space.

Creating a space for it to live online

To support the launch, we built a dedicated page on the SSW website:
surfsouthwest.com/beach-sauna/
The aim was simple — make the experience immediately understandable and easy to book. We structured the page to:

• Capture attention quickly
• Communicate the benefits clearly
• Guide users toward taking action

Because even the best ideas need the right platform to convert interest into real bookings.

A Light-Touch Brand Evolution

Alongside the page, we also refined a simple logo for the beach sauna.

This wasn’t about reinventing anything. SSW already has strong brand recognition built over 30 years — the goal was to deliver something that complements that, while giving the sauna its own identity.
Clean, flexible, and practical — designed to work across signage, digital, and beyond.

Why This Fits the Bigger Picture

Reaching 30 years in business isn’t about chasing every new trend — it’s about knowing which ones are worth integrating.
The beach sauna works because it builds naturally on what SSW already offers:

• A strong connection to the sea
• A loyal and active customer base
• A reputation for delivering real experiences across surfing, coasteering and qualifications

It’s an extension, not a departure.

Our Role in the Launch

From our side, this has been about making sure everything around the sauna supports its success:

• A clear, focused landing page
• A cohesive visual identity
• Ongoing ad support to drive awareness and bookings

Nothing overcomplicated — just making sure the fundamentals are done well.

Final Thought

Surf South West’s beach sauna isn’t about being first to market. It’s about doing something in a way that feels authentic to them — especially in a milestone year.
Thirty years in, they’re still finding ways to evolve, stay relevant, and give people a reason to come back.

And that, more than anything, is what keeps a brand strong. If you want to connect more with the sea this year, whether that’s by upping your surfing game or simply relaxing in the sauna after a dip - you know where to go!