FYR Ritual, a mobile wood-fired sauna and cold plunge business, has expanded its operations with a second pop-up site at Dilham Hall Retreats near Stalham, Norfolk, adding wellness facilities to the glamping destination.
The business was launched at Salhouse Broad on Lower Street in Norwich in July 2026 and also operates mobile sessions at Happisburgh. Founder Callum McCabe, who moved to Norfolk from London about eight months ago, spent three months building the sauna with his partner and business co-owner Millie Matthews.
The new site at Dilham Hall Retreats features a 10-person cedar-clad sauna and two plunge pools. The location sits alongside Norfolk’s only canal and within the Norfolk Broads, giving the business an opportunity to combine sauna sessions with an outdoor setting.
“We thought it was an interesting site, it being on Norfolk’s only canal and in the heart of the broads,” Mr McCabe told the Eastern Daily Press.
“We wanted to give people in the area the wild sauna experience.”
The partnership illustrates how glamping operators can incorporate wellness-focused experiences into existing accommodation sites without necessarily developing permanent facilities. For outdoor hospitality businesses, partnerships with mobile or specialist wellness providers can provide an additional guest activity while potentially creating a new revenue stream without requiring operators to manage the service themselves.
FYR Ritual plans to build on the offering at Dilham by potentially introducing yoga and paddle board sessions. The proposed activities would broaden the site’s wellness programming while making use of its waterside location.
“It will be a great opportunity for people to try a few new things at once,” said Mr McCabe.
Sessions currently start at £15 per person. McCabe said the pricing was intended to keep the experience accessible to local residents as well as visitors.
For glamping operators, the development also highlights the potential role of smaller-scale, bookable experiences in differentiating a property. Rather than relying solely on accommodation revenue, operators can work with external businesses to introduce activities that align with a site’s natural setting and guest profile. In this case, the sauna, cold plunges and potential paddle board sessions complement Dilham Hall Retreats’ location within the Broads.
The expansion also reflects the growing overlap between outdoor accommodation and wellness tourism, where guests may seek experiences built around relaxation, nature and physical activity alongside traditional overnight stays.
For operators considering similar partnerships, factors such as site infrastructure, guest capacity, pricing, scheduling and the seasonal nature of outdoor activities can influence whether an offering is practical and commercially sustainable.
