Meet Claudia Gonzalez of Littleton

Today we’d like to introduce you to Claudia Gonzalez.

Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?
After 25 years in the dental anesthesia field and raising two children, I decided it was time to do something entirely different, and finishing school was not happening.

Sauna wasn’t love at first sight, it was more of an evolution. I discovered it about 15 years ago by accidentally wandering into one at a Bally’s Gym. At first, it was cheating, a way to get my heart rate up before my workout without actually working out yet. Sit and sweat. Easy!

But the more time I spent in the sauna, the more essential it became to my routine. I started craving the quiet and the solitude. Although, as sauna started to trend, the gym sauna became packed and not for peaceful restoration. But early on, I noticed my skin looked clearer, sleeping better, and then I realized how incredible I felt in general. So, I eventually started searching for saunas outside of the gym setting. Back then, I could only find three in the entire Denver metro. I settled and became a regular at Havana Sauna in Aurora (shoutout!), because it was the one closest to home, but still not super convenient. It was worth the drive.

Years passed, and every time I moved or searched again, there still weren’t enough options. That’s where the idea for Dear Sauna began to take shape in 2022.

Along the way, I discovered the deep cultural roots of sauna: from Native sweat lodges to Russian banyas to the Finnish traditions that inspired what I’m building now. I took a 2 week trip to Finland and Estonia to see how the pros do it. I visited many and talked with locals. Turns out there are no real rules about it.. it’s just an integral part of life there, where even their way of sauna has evolved in some ways. It’s meant to heal, refresh and socialize, too, as long as the fundamentals are established: dimly lit cedar rooms, where water meets hot stones, steam rises, and temperatures can climb up to 198°F (loyly). And while sauna is finally catching on in North America (there were at least three new openings in Denver this year), I’m clear about my path: Dear Sauna is not timed infrared booths. We adhere to the fundamentals and traditions where you walk-in at your leisure and leave when calm takes its place. Everything else is built around that.

My philosophy is simple: anti-hype, deeply human. Sauna is not a performance or a photo op. It’s a routine, not a spectacle. It’s quiet wellness in a hustle-obsessed world.

Building this from scratch has been…brutal, to be honest. Without struggle, there is no growth, so all good! But I believe so fully in this tradition and in making it accessible, whether it’s someones very first session or for enthusiasts. It’s a place to just be..

We all face challenges, but looking back would you describe it as a relatively smooth road?
Definitely not smooth. What a privilege that would’ve been! My business was funded by myself personally without investors or bank help. That was the biggest challenge. Grants are a fallacy because they’re notoriously difficult to obtain and are painfully specific! SBA was not an option either as they require two years of business tax returns. I was told initially that “ideas” are not funded. That was the general consensus before I tapped into my own resources. So, smooth enough to get in far enough that I couldn’t, nor wouldn’t turn back, and having the resilience to keep going. A few tears were shed. But to say I did it alone would be a lie. I had SO MUCH support along the way… from design phase to construction – all of it. It was a curated and special process despite the bumps. All challenges included, it took a year to build as I watched several other saunas open this year. That was a bit hard to see, but also an indicator of things to come! Overall, they’re so different and the Littleton demographic is also not Denver’s, that I’m ok with seeing the competition so that I could tweak before opening my doors.

Can you tell our readers more about what you do and what you think sets you apart from others?
My professional career for my entire adult life up until now has been in the dental anesthesia realm (Dental Anesthesia Tech). I’ve also worked in level one trauma hospitals. I’m pretty proud of this line of work as a service provider position where I’ve been an essential component of some pretty amazing teams. My love for sauna and my medical background, I feel, are a perfect balance of who I am as a person really. Lazy and introverted at heart, but will do what is necessary to achieve a goal. Sauna teaches you how to slow down, and anesthesia requires diligence and focus. In business, where I think Dear Sauna is different and has an edge over the others, is probably my age (could also be a downfall-haven’t fully decided on that yet), and with that comes life experience, knowledge, and just being a Colorado native. I know the city well, and I know the people. The saunas that opened in Denver this year are young influencer types from New York to Texas with a huge following. Which isn’t a bad thing as having an online platform is what people respond to! Can’t deny hype culture, it gets results. My approach (again, based on my character :)) is to build trust organically, slow but steady (i would welcome fast), and become a local staple in the community. The Finnish way. I’m also proud of the fact that I’ve built relationships and friendships with my neighboring businesses, and have met so many Littleton locals to hopefully collaborate with in the near future.

Can you talk to us about how you think about risk?
I never until now considered myself a risk taker as I needed to provide stability for my children over the years. However, I’ve always and forever been an experience seeker. I’ve traveled with my kids and have tried all sort of things within reason. Travel was and still is essential to growth and having an open mind to how the world works. Risk is certainly not for everyone, but how else will you know?

Pricing:

• Anytime Guests/ walk-ins $27
• Four Pack sauna sessions (5th free) $108
• Loyalty Program 6th visit on us
• Daily Monthly access $199
• Family of 4 daily access $449

Contact Info:

• Website: https://www.dearsauna.com
• Instagram: @dearsauna
• Facebook: @dearsauna
• Youtube: dearsauna

Image Credits
I took these photos myself. The man in the photo is Matt Luoma, he’s my very first member.