People
Meet the Dockers: Victoria Maddox
Sweheat Sauna is an independent outdoor sauna based at Royal Victoria offering wood-fired sauna experiences by the water, complete with cold plunges, fireside relaxation, and a welcoming community atmosphere. As CEO, Victoria Maddox has helped pioneer the new wave of sauna culture in the UK.
In this Meet the Dockers interview, Victoria shares how traditional Finnish sauna inspired her, why she brought the practice back to the Royal Docks, and how Sweheat Sauna creates a vibrant community blending cultural rituals, the outdoor and wellbeing.
How did you first get involved in sauna culture?
I was introduced to the traditional Finnish style, at a pop-up in Cody Dock, Canning Town back in 2017. A converted Horse Box, 100-degree heat and a bundle of birch leaves, changed my perception of what I had formerly experienced as a hot room at a leisure centre. Sauna is a Finnish word, one of the only ones we use as part of the English language, and it means a hot room where people go to bathe. This distinction changed the whys and hows of the Sauna experience for me and I was more than perplexed as to why we had diluted the ritual to a token gesture in a dry hot room at a gym with no knowledge to back up its use.
What inspired you to begin you own sauna business?
I was fortunate to meet Sauna Master, Liz Watson at the start of her journey to establish Beach Box Brighton, where I worked as a host, lighting fires and tending to guests. Back then, I would wake up at 5am and drive 1 ½ hours to Brighton. I was probably the only person in the UK doing that job at the time but now over 600 traditional saunas have opened across the UK.
Sweheat Sauna, offering an authentic wood-fired experience in Royal Victoria
How did your journey lead you to start Sweheat Sauna at Royal Victoria?
I enjoyed working in Brighton, but my focus turned back to my hometown, London. Having worked in regeneration at a grass-roots level, I was keen to stay close to familiar areas. East London, where I’d worked in Canning Town and Hackney Wick, became the place I set my sights on.
Taking inspiration from my experience at Beach Box Brighton, I began searching for a space where wild swimmers gathered. I approached Love Open Water who manage open water swimming at Royal Victoria and struck up a conversation with founder, Rick Kiddle. We talked about many possibilities and during the first lockdown I had my first Sauna built. I also helped establish a small charitable organisation, The British Sauna Society and sat on the board of trustees. Our aim was to promote authentic Sauna culture in the UK. During the second lockdown we started a Crowdfund for a project to achieve just that. Community Sauna Baths was born and now it’s going from strength to strength.
My time at both organisations came to an end, which freed me to take everything I had learned and experienced ultimately leading me back to Royal Victoria.
What has stood out most to you about running Sweheat Sauna at Royal Victoria?
The most rewarding part of coming to Royal Victoria has been the relationships formed between Sweheat Sauna and the existing businesses. Together, we’ve created what feels like one of the strongest collectives of outdoor experiences in London, something recently recognised with Sweheat Sauna featuring in Britain’s Best Saunas by Hoxton Mini Press.
More than anything, though, it’s about belonging. We want to create a space for locals and visitors alike, and it’s the community here that brings real joy and spirit to the Docks, with good vibes throughout the year.
What difference does the waterside setting make to the sauna experience?
Our waterside location naturally leans into the idea of rewilding the sauna experience, bringing it closer to the traditions of our Scandinavian cousins. The waterside location leans nicely into the continuing theme of rewilding the Sauna experience to align with our Scandinavian cousins. The opportunity to appreciate the natural and outdoor environment is made easy whatever the weather with a hot space and outdoor pool. Taking in the fresh air, being by the water and resting under the trees, proves to be part of the winning formula for rest and recuperation.
We have now been operational for 2 ½ years. Working closely with The Royal Docks team we have focused our offering on the cultural and artistic aspects of sweat bathing found throughout the world. From the Mexican Temazcal to German Aufguss we have showcased and provided space for experimentation, learning and sharing these practices.
We’ve created a warm and welcoming vibe where guests can make themselves at home, relax and unwind in a no-frills setting that returns to the fundamental basics of simply being rather than doing.
What kinds of experiences can people expect at Sweheat Sauna?
We cater to both beginners and seasoned sauna users, offering experiences such as Aufguss, Saunagus and Pirtis. For the Sauna connoisseur we provide textile free options as well as opportunities to enjoy the heat and comfort of our saunas in creative ways, transforming the space into a theatre for storytelling and music that encourages deep listening and introspection.
With future plans for the site, how do you see Sweheat Sauna evolving in the future?
Sweheat Sauna is part of the Expressway and in time our site will go to make way for an Apart Hotel, planned for the space. Until that day comes, we will continue to improve upon what we have already built, catering for a fantastic community of people and showcasing some of the best Sauna Masters from home and abroad.
More information
Unwind at Sweheat Sauna and enjoy 20% off a Simple Sauna Session with the discount code DOCKERS20. Visit Sweheat Sauna at 1 Dock Road, Royal Victoria, London, E16 1AH. Book and learn more at www.sweheatsauna.co.uk
