Today we’d like to introduce you to Shane Inouye-Petersen.
Hi Shane, we’d love for you to start by introducing yourself.
I was born and raised in Japan with an American parent from Idaho, so I grew up between two cultures, speaking English and attending international schools. From a young age, I always knew I wanted to build something of my own — something that served people and genuinely made their lives better.
About eight years ago, a mentor and I started talking about a simple idea: private hot springs. In Japan, most onsens are public and separated by gender, which can make it hard for families or small groups to relax together. We both had young kids at the time and wanted something more peaceful, more private, and more family-friendly.
Everyone told us it wouldn’t work — they said Japan already had enough hot springs and there wasn’t demand. But we trusted the customer experience we wanted for ourselves and built it anyway.
We opened right before COVID, and unexpectedly, privacy and personal space became exactly what people were looking for. The concept really took off. Even after COVID, demand stayed strong because people valued the quiet, nature-connected, private experience.
Since then, we’ve grown to five locations across Japan.
Now I’m bringing that same concept to the U.S., starting in Midway, Utah. It’s a perfect fit — natural hot springs, strong tourism, and a community that values wellness and the outdoors. We’re combining Japanese-style private onsens with sauna and cold plunge, and we operate with very high standards for cleanliness and water quality — treating the water and the guest experience with real care and respect.
At the core, my path has always been about the same thing: creating thoughtful spaces where people can slow down, connect, and feel taken care of.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Definitely not smooth — but in a strange way, everything unfolded exactly how it needed to.
At the start of every project, we actually do something called a Jichinsai, which is a traditional Japanese ground blessing. It’s about showing respect to the land and setting an intention that what we build will be positive for the community. For me, that mindset is important — it means accepting that both the good and the hard moments are part of the journey.
And there were plenty of hard moments.
We faced delays, unexpected costs, construction challenges, and a lot of uncertainty. There were times when budgets stretched further than we planned and timelines changed constantly.
But each obstacle forced us to get more creative and resourceful. We learned how to adapt quickly, solve problems with limited information, and lean on the right people at the right time. Every hurdle actually made the business stronger.
So no, it hasn’t been smooth — but I honestly think those challenges are the reason we’ve been able to grow and take on bigger projects like our next onsen project. They built resilience and confidence that we can handle whatever comes next.
Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
Sauna — or SOHO SAUNAS — is actually just one small piece of what we do. I don’t really think of saunas or hot springs as the product.
What we really create are spaces where people can slow down and reconnect with nature.
I sometimes joke that I “sell views,” because we intentionally choose beautiful natural settings and then give people a reason to stay there — whether that’s a sauna, a hot spring, or a cold plunge. But it’s deeper than that. The goal isn’t the facility itself — it’s the feeling people have when they’re there.
Everything we design is meant to bring people closer to nature. That’s why we’re obsessive about cleanliness and water quality. You shouldn’t feel like you’re in a crowded public pool — you should feel calm, present, and connected to your surroundings.
A lot of that mindset comes from Japanese onsen culture, where there’s deep respect for the land, the water, and the guest experience. We bring those standards and that philosophy into everything we build.
So what sets us apart isn’t just having saunas or hot springs — lots of places have those. It’s how intentional we are about the environment, the privacy, and the care we put into every detail.
At the end of the day, we’re really in the business of helping people feel grounded and restored.
Is there a quality that you most attribute to your success?
Honestly, I don’t think success comes down to one personal characteristic.
Yes, grit and perseverance matter — but a lot of people have those. What I’ve learned is that nothing I’ve built would exist without the right people around me.
So if I had to choose one quality, it’s probably collaboration.
I’m very aware of what I’m good at and where I have gaps, and I try to bring in great people who are stronger than me in those areas. I’m very open, very transparent, and I like working as a team rather than trying to control everything myself.
Especially with our projects in Midway, the bigger vision isn’t just one business — it’s creating a wellness destination for the whole town. That only works if hotels, local businesses, the city, and partners like the Olympic Legacy Foundation are all aligned and supporting each other and so far we’ve had great success and are very excited for the future of the city of Midway.
To me, that collective effort is what success really looks like. Not “my” win, but everyone growing together.
So I’d say my biggest strength is being able to build trust and bring people together around a shared vision. Once that happens, everything else moves forward naturally.
Pricing:
- Weekday $38 for 2 hours
- Weekend $43 for 2 hours
Contact Info:
- Website: https://sohosaunas.com
- Instagram: instagram.com/sohosaunas
- Facebook: facebook.com/sohosaunas
- LinkedIn: https://www.linkedin.com/in/shaneypetersen/
