We’re Joel and Julie Turino, the husband-and-wife team behind Soulful Saunas, based in Viroqua, Wisconsin.

At Soulful Saunas, our mission is simple: to help others discover the comfort, healing, and connection that sauna culture can bring. We believe in the power of slowing down, tuning in, and making space for restoration.

Joel’s roots run deep in the sauna tradition. He grew up in Michigan’s Upper Peninsula, steeped in the Finnish culture his grandfather Otto Koskinen brought with him from Finland in 1910. Saunas weren’t just a ritual—they were a way of life.

Today, we’re honored to carry that tradition forward. We love building beautiful, handcrafted saunas—and we love sharing the stories and wellness benefits that come with them.

At Soulful Saunas, we don’t believe in one-size-fits-all. We craft personal saunas—built just for you, your space, and your lifestyle.

Whether you’re dreaming of wood-fired or electric, indoor or outdoor, rustic or refined—we bring your vision to life with exceptional craftsmanship and care.

We proudly source our materials from local businesses here in the Driftless region, supporting our community while creating something meaningful for yours. From log cabins and stick-built structures to transformed chicken coops or reimagined sheds, we’ve done it all.

Have an unused room, basement corner, or garage space? We’ll help you design a serene sauna retreat right where you are.

Wherever you want to bring the heat—we’ll help you make it happen.