Locals, international athletes embrace new sauna experience at Soldier Hollow

Olympic Venue gets new neighbor in SoHo Saunas. Photo: TownLift // Michele Roepke

MIDWAY, Utah — International meets local in SoHo Saunas, a new business located at the Soldier Hollow Nordic Center in Midway, home of the cross country skiing and biathlon for the 2002 and upcoming 2034 Olympics and Paralympics.

Owner Shane Inoue said several national teams training at Soldier Hollow have taken advantage of the facility, incorporating sauna and cold plunge sessions into their recovery routines. He added that some international programs have already expressed interest in reserving the space during the 2034 Winter Olympics, when the venue will again host Nordic events.

Inoue says an onsen (温泉) is a Japanese hot spring — a place to pause, reflect, and reconnect with nature. Rooted in centuries of tradition, the onsen is not just about bathing, but about harmony with the natural world. At Soho Saunas, they bring this experience to life by introducing a Japanese-inspired hot tub overlooking the mountains. Surrounded by silence, sky, and water, the owners hope each moment invites their customers to slow down and rediscover their balance.

He adds that alternating between hot sauna and cold plunge can stimulate circulation, reduce inflammation, boost immunity, and release endorphins. In some people it may improve sleep, reduce stress, and enhance recovery from exercise.

Just ask Finland’s cross-country ski team about that last point on exercise. When they trained at the venue, athletes said the après-ski sauna sessions felt like a home away from home, reflecting centuries-old Scandinavian traditions.

Inoue, a Japan native with a background in high-end hospitality, now calls the Heber Valley home. He’s spent recent months learning the ins and outs of water rights, land leases and mineral composition as he launches the business. He, along with his wife and children and several local business owners, say they’re glad he brought the concept to the area. The location has also drawn interest from nearby golfers, with the site just a short par-three from the course.

Members of Ukraine’s cross-country ski team also used the facility while training in Midway, telling Inoue it felt like a true, traditional cultural experience.

Looking ahead, Inoue said the New Zealand Olympic Committee has already reached out about potentially booking SoHo Saunas during the 2034 Winter Games, noting that similar amenities are common at luxury resorts in New Zealand. With systems that can be tailored and installed in a variety of settings, he said he sees potential for expanding the concept to other destination lodging locations in Utah and beyond.

Thousands of guests have booked sessions and taken in the vast vistas with options ranging from daytime and nighttime to weekday and weekend availability, typically for up to two hours. Emphasis on high cleanliness standards aims to ensure each guest feels as though they are the first of the day.

Inoue said that while he hopes guests feel inspired by Japanese etiquette when using the facility, there is no single “right” way to experience it. Visitors can move between the sauna, hot tub, and cold tub in whatever order they prefer — or simply sit and take in the surroundings.

The one thing he does emphasize: “Hydrate.”

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