After operating onsens, or hot springs, across Japan under his business Honokanoyu, Shane Inoue entered the American market with SOHO Saunas at Soldier Hollow Nordic Center five months ago. The idea sprang from Midway entrepreneur Scott Paul, who visited one of Inoue’s onsens in Japan and insi sted that Utah needed that kind of relaxing experience. It was a serendipitous opportunity for Inoue, who wanted to raise his three children in the American countryside. He faced hardship growing up because he was half-American, half-Japanese and wanted his children to grow up in a less collectivist culture. So, Inoue and Paul became business partners, and Inoue and his family moved to Midway about nine months ago.   Inoue noted that Soldier Hollow is the perfect space for an onsen because it has the infrastructure to pump water from Midway’s hot springs to the venue. The infrastructure was built before the 2002 Winter Olympics to support Soldier Hollow’s snowmaking and golf course. Shane Inoue is the owner of SOHO Saunas at the Soldier Hollow Nordic Center. He operated several onsens in Japan before moving to Midway nine months ago. Credit: Jonathan Herrera/Park Record The business vision appealed to Luke Bodensteiner, the manager of Soldier Hollow Nordic Center, who rented an indoor and outdoor space to the pair. “Luke was telling me his guess is that they’re going to want to book this throughout the Olympics, just for athletes. … We’ll have all these buff athletes here wearing these silly hats,” Inoue joked, referring to the bell-shaped wool hats that protect visitors’ hair from the heat. Right now, SOHO Saunas consists of two Finnish barrel saunas set up on an outdoor deck, along with solo hot and cold plunges into barrels of mineral water pumped from Midway’s hot springs.  The current buildout is a trial period for Bodensteiner to test the business’s viability before Inoue and Paul construct and open a more traditional onsen by next winter.  Inoue also hopes to open a restaurant for SOHO Saunas this summer, offering simple Japanese dishes like ramen and curry in the building that now serves as the reception area. Credit: Jonathan Herrera/Park Record Credit: Jonathan Herrera/Park Record A barrel sauna at SOHO Saunas offers breathtaking mountain views, while the other faces the Heber Valley. He hopes to open similar onsens at Sundance Mountain Resort and in Ojai, California. The most noticeable aspect of SOHO Saunas is the silence of the surrounding area, which is broken only by the chirping of birds or the blowing wind. One sauna faces the Wasatch Mountain Range, while the other faces the Heber Valley. Visitors will likely spot birds and butterflies fluttering against the majestic mountain landscape as they bask in the sauna’s heat. Inoue’s philosophy is to “throw ROI out the window” and focus on how he can ensure visitors are getting the most out of every dollar spent. That can be seen in how he maintains the area by cleaning each sauna, down to the smallest stray hair, after every session. “What we do in Japan is that after everyone leaves, our goal is that the next guest feels like they were the first,” he said. That’s also why a thorough wash in the sauna’s shower before each session is required of all patrons. While not all respected the rules at first, Inoue’s been encouraged by patrons increasingly bringing their own soap and shampoo to their sessions. “That’s exactly what we’re trying to go for. Everyone’s mindful of the facility, respectful of the facility and of each other, and even more importantly, themselves. … If we can succeed in that, I think there’s hope for America,” he joked. Water in the hot and cold plunges at SOHO Saunas is pumped from Midway’s various hot springs. Credit: Jonathan Herrera/Park RecordPatrons control the temperature at SOHO Saunas. Credit: Jonathan Herrera/Park RecordSOHO Saunas currently consists of two Finnish barrel saunas and a hot and cold plunge. Credit: Jonathan Herrera/Park RecordA barrel sauna at SOHO Saunas offers breathtaking mountain views. Credit: Jonathan Herrera/Park Record Beyond the strict rules around cleanliness, visitors are free to experience the sauna however they see fit. “One thing I’m surprised about with American sauna users is that they’re all talking about, ‘You’ve got to do this many sessions, this many, this time, to get the benefit,’” he said. “The benefit of a sauna is recovery. … You could go outside and exercise and get that benefit. In reality, not everyone’s doing it. So, this is probably the most efficient, effective way to get out all the sweat that’s supposed to come out, get your heart beating the way it should. … Just listen your body.” Sessions can be reserved at sohosaunas.com. The post Shane Inoue brings Japanese sauna experience to Midway appeared first on Park Record. ...read more read less