Since March 2024, Connolly has been operating Sona Sauna, a wood-fired barrel sauna located in Ceann Trá/Ventry, just outside Dingle, Co. Kerry. Spotting a gap in the market along the scenic coastline, he established the business to offer a traditional sauna experience by the sea.

“It’s based on the Lithuanian barrel sauna design, which has no insulation,” Connolly explains. “Many modern saunas are heavily insulated and quite luxurious, but this one is more ‘back to basics’—essentially a shed with a stove, much like traditional saunas.”

The growing Interest in saunas has been further fueled by the rising popularity of sea swimming. Connolly highlights the health benefits of sauna use, particularly its role in heat-shock protein development.

“It’s great for both physical and mental well-being,” he says. “It completely clears your head. If you’re feeling stressed or even hungover, 30 to 45 minutes in the sauna makes you feel ready to take on whatever the day brings. And if it’s the evening, it helps you unwind.”

From Dublin to Dingle: A New Venture

Originally from Dublin, Connolly moved to Dingle three years ago with his partner on a spontaneous decision. At the time, he continued working remotely in the creative department of an advertising agency, occasionally commuting back to Dublin.

However, he soon realized that he missed having access to a sauna after his regular sea swims, something he had enjoyed several times a week in Dublin. Initially considering running a sauna part-time, a shift in his work circumstances allowed him to turn it into a near full-time pursuit. “Since St. Patrick’s weekend last year, it’s been non-stop,” he says.

A Community and Tourist Attraction

Sona Sauna serves both locals and tourists, with each group complementing the other. “Sauna culture in Ireland has grown massively in the last few years,” Connolly notes.

Historically, Ireland may have had its own version of saunas. Evidence suggests that 18th-century Irish people used small stone “sweathouses” for heat therapy to treat various ailments.

Embracing the Gaeltacht and Social Media

Located in the heart of the Gaeltacht, Connolly admits that his Irish was quite limited when he first launched the business. However, over the past year, he has made a concerted effort to improve his language skills.

“I speak Irish every day now, and my level has never been better. The community has been incredibly welcoming and supportive,” he says.

Connolly frequently shares humorous updates on Sona Sauna’s Instagram page (@sonasaunaventry), often turning his experiences into songs. His bilingual posts provide updates on sauna availability, weather conditions, and business news.

“I use social media interactively—if I need to know how to say ‘there’s a blanket of snow on the ground’ in Irish, I just ask,” he explains. “Regardless of what you’re doing, people want to laugh when they’re scrolling.”

The Realities of Running a Sauna Business

On a crisp, windless morning with clear blue skies, Connolly describes himself as a sabhsai—an Irish term for someone who works outdoors in all weather conditions.

“You’ve caught me on a high because this is peak sauna season—it looks like Finland today,” he says. “But four days ago, I’d have been in a completely different mood because it was pouring rain. One of the biggest challenges is constantly monitoring the weather.”

Despite the unpredictable conditions, Connolly finds joy in seeing people enjoy something he built. Sona Sauna even opened on Christmas Day as part of a fundraiser for Kerry Hospice and West Kerry Care of the Aged.

“The best part is the sense of community,” he says. “We’ve built a sauna community, which is exactly what I missed in Dublin. Some people even structure their week around coming to the sauna—it’s really special.”