Ærth Roots · Partner Program
An invitation to carry heritage, build extraordinary spaces, and join the Ærth family — with everything we know behind you.
Apply to PartnerOur founders carry Finnish sauna and Aufguss tradition not as a concept, but as a way of life. Years of ceremony, ritual, and community — not a trend we caught, but a culture we were raised in.
When we opened in downtown Victoria, BC, something happened that we didn't entirely expect: people came back. Not for the wellness trend. For the feeling and belonging — for the freedom of wander that an unguided experience creates in a well designed space.
"We do it right. Not because it's on-trend — because it's in our bones."
Ærth Roots is our answer to the question we kept hearing: How do we bring this to our city? We are selective. We are long-term. We are looking for partners who feel this the way we do.
"I was against franchising for a long time. I genuinely believed the culture gets lost too quickly across locations — and I've seen it happen. So we built something different. Same legal framework, but extended to support incoming entrepreneurs with real creative freedom and a ton of support. That's what I would have wanted when I started had I not started from scratch. A rigid franchise model would have killed my creativity and my soul — and it would have killed what makes Ærth, Ærth."
Viktoria Csanicz
Founder, Ærth Saunas
This program exists because we love working with people. We could — and have — done 100-hour work weeks. But that's not what we want to create.
We want families. We like to go camping on a Tuesday sometimes.
What we're building is something where collective knowledge uplifts everyone. You will still carry the responsibility of your risk — that part is yours. But you won't carry it in isolation. You can rely on your partners for support, and they can rely on you.
We value trust, growth, challenge, and service hospitality above all. We commit to growing enough so we can serve with purpose — and to learning to trust each other for support.
Not an empire — a family.
Our Mission
Heat, cold, rest, and community — practised with intention, shared with care, and built to last. We exist to create spaces where people return to themselves, and to each other.
Our Vision
We're building a living culture, not a chain. Every location carries its own character, its own community, its own story — held together by shared values, shared knowledge, and the uncompromising belief that this experience changes people.
What you receive
Business plan, legal setup, and financial structuring. We share our documentation on what's non-negotiable and where you have creative latitude. Support with location scouting including site visits with you if needed, plus permit guidance from our side.
Everyone on your team trained to Ærth's standard. Operational hosting and full Aufguss ceremony performance. On-site training included in your partner fee (travel costs excluded). We'll also connect you with advanced training opportunities in Europe and beyond.
Full access to the Ærth brand ecosystem. We'll organise photo and video production at your location at no extra cost to you. You'll manage your own social channels — we provide guidelines and support, and we're happy to adjust and evolve as we go, as long as the collective brand image stays intact.
Access to everything we've built — our cosmetics line, teas, and all technology developed during the build process. This includes our new booking system (coming this year) and new access gates (in the pipeline). You benefit from everything we continue to develop, as part of the network.
The same towels, bathrobes, and amenities guests love in Victoria. For merchandise, we'll order what you'd like to sell — and if you want to go further, we can create extras with you, whether that's working with local artists or designing your own. Logo and quality standards are non-negotiable. Everything else is up to you.
Annual Ærth-only trainings with recommended coaches — exclusively for Roots partners. Deep, formative, and a lot of fun.
We help identify and evaluate spaces that will perform, drawing on everything we learned building ours. All startup costs — drawings, permits, building — are yours to cover. We'll make sure you know exactly what you're getting into from day one.
For the right candidates, we can make introductions to investors from our network who are aligned with what we're building — opening a path to partnership ownership for those who need it.
We want your touch. If you have something amazing you want to make, let's make it available network-wide. We won't lock you into a creative trap — if something isn't working, we evaluate together and create something better. Oil blends, local programming, merch — yours to shape. Or take what we have and run with it as is. Both are welcome.
Partner Terms
Partner Fee
Approx. depending on location
Covers all Ærth Roots licensing and your formal relationship with the network. Includes: onboarding, brand licensing, months of basic training & training materials (on-site, excluding travel), support incorporating your business and preparing shareholder agreements if needed, connections to extra training opportunities in Europe and beyond, and full ongoing support infrastructure — you'll receive all updates, insights, and reports from other locations to help you make informed decisions.
Please note: you are 100% responsible for all startup costs beyond this fee.
Revenue Share
Of gross revenue, ongoing — broken down as:
8% — ongoing training, operations, and sustained coaching
3% — brand marketing, which we take great pride in. We use it as an educational platform to grow sauna culture across North America — a rising tide that lifts every Ærth location.
Investor Pathway
For the right candidates, we can connect you with investors from our network who are aligned with the wellness space — equity in your location in exchange for their backing. Let's talk.
You own your location entirely. Ærth Roots is a partnership, not a parent company. Your success is our success. And for the right candidates, we can support finding investors for a shared ownership structure — so the path in is open regardless of where you're starting from.
Where We're Growing
These are cities we're actively thinking about — but Ærth Roots is not limited to this list. If you feel called and your city isn't here, we still want to hear from you.
British Columbia
Langford
Whistler
Langley
US West
Seattle
Portland
Eugene
Los Angeles
San Francisco
US Central
Denver
Chicago
Austin
Nashville
US East
New York
Philadelphia
Boston
Washington DC
International
United Kingdom
Australia
+ beyond
Don't see your city? Apply anyway — the right person matters more than the map.
Partner Application
There are no right answers — only honest ones. We read every application ourselves and will be in touch within 5–7 days.
Begin Your Application