New Primitive Reviews

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4.8 | 45 reviews

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4.8

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Kaydon Kimball 2026.01.09

Following up as the same customer from the original review. The company replied publicly saying someone would reach out to resolve this — that never happened. Our sauna heater has failed twice, warping and sparking both times, and the unit is unusable. This is a known issue with this heater model, yet no recall, replacement, or real fix has ever been offered. The only options given were costly repairs or buying a different unit. Publicly saying you’ll help and then not actually contacting the customer is frustrating and disappointing. This issue still hasn’t been resolved.

Following up as the same customer from the original review. The company replied publicly saying someone would reach out to resolve this — that never happened.

Our sauna heater has failed twice, warping and sparking both times, and the unit is unusable. This is a known issue with this heater model, yet no recall, replacement, or real fix has ever been offered. The only options given were costly repairs or buying a different unit.

Publicly saying you’ll help and then not actually contacting the customer is frustrating and disappointing. This issue still hasn’t been resolved.

Following up as the same customer from the original review. The company replied publicly saying someone would reach out to resolve this — that never happened.

Our sauna heater has failed twice, warping and sparking both times, and the unit is unusable. This is a known issue with this heater model, yet no recall, replacement, or real fix has ever been offered. The only options given were costly repairs or buying a different unit.

Publicly saying you’ll help and then not actually contacting the customer is frustrating and disappointing. This issue still hasn’t been resolved.

Following up as the same customer from the original review. The company replied publicly saying someone would reach out to resolve this — that never happened.

Our sauna heater has failed twice, warping and sparking both times, and the unit is unusable. This is a known issue with this heater model, yet no recall, replacement, or real fix has ever been offered. The only options given were costly repairs or buying a different unit.

Publicly saying you’ll help and then not actually contacting the customer is frustrating and disappointing. This issue still hasn’t been resolved.

Following up as the same customer from the original review. The company replied publicly saying someone would reach out to resolve this — that never happened.

Our sauna heater has failed twice, warping and sparking both times, and the unit is unusable. This is a known issue with this heater model, yet no recall, replacement, or real fix has ever been offered. The only options given were costly repairs or buying a different unit.

Publicly saying you’ll help and then not actually contacting the customer is frustrating and disappointing. This issue still hasn’t been resolved.

Following up as the same customer from the original review. The company replied publicly saying someone would reach out to resolve this — that never happened.

Our sauna heater has failed twice, warping and sparking both times, and the unit is unusable. This is a known issue with this heater model, yet no recall, replacement, or real fix has ever been offered. The only options given were costly repairs or buying a different unit.

Publicly saying you’ll help and then not actually contacting the customer is frustrating and disappointing. This issue still hasn’t been resolved.

Reply from New Primitive 2026.01.12

Hi Kaydon. After searching our database, we are unable to locate an order for you. We appreciate you sharing this concern with us. We are in contact with the client who is facing this unfortunate issue. If you have any other concerns please email us and we will have our team get back to you. Thanks!

mckay kimball 2026.01.01

Very disappointed, especially with customer service and product quality. We bought our sauna in 2023, and not long after, the heating element warped, sparked, and failed. This has now happened twice, and the sauna is completely unusable. We’re honestly lucky it didn’t start a fire either time. This heater model has a known problem. The heater company made a bracket to try and stop the elements from warping, but our unit didn’t have it. I’ve also seen pictures online where even the bracket has warped, so it doesn’t seem like a real fix anyway. What makes this worse is that the company hasn’t reached out to past customers with these older heaters to offer a recall, replacement, or upgrade to the newer heater they now use, even though they’ve known this has been an issue. Their only options were a $1,000 repair or $3,500–$4,500 for a different unit. After the second failure, they stopped responding. I had to reach out again just to hear back, and even then nothing was actually fixed. Repeat failures, expensive repairs, and being ghosted by customer service. I’d strongly recommend looking elsewhere.

Very disappointed, especially with customer service and product quality. We bought our sauna in 2023, and not long after, the heating element warped, sparked, and failed. This has now happened twice, and the sauna is completely unusable. We’re honestly lucky it didn’t start a fire either time.

This heater model has a known problem. The heater company made a bracket to try and stop the elements from warping, but our unit didn’t have it. I’ve also seen pictures online where even the bracket has warped, so it doesn’t seem like a real fix anyway.

What makes this worse is that the company hasn’t reached out to past customers with these older heaters to offer a recall, replacement, or upgrade to the newer heater they now use, even though they’ve known this has been an issue.

Their only options were a $1,000 repair or $3,500–$4,500 for a different unit. After the second failure, they stopped responding. I had to reach out again just to hear back, and even then nothing was actually fixed.

Repeat failures, expensive repairs, and being ghosted by customer service. I’d strongly recommend looking elsewhere.

Very disappointed, especially with customer service and product quality. We bought our sauna in 2023, and not long after, the heating element warped, sparked, and failed. This has now happened twice, and the sauna is completely unusable. We’re honestly lucky it didn’t start a fire either time.

This heater model has a known problem. The heater company made a bracket to try and stop the elements from warping, but our unit didn’t have it. I’ve also seen pictures online where even the bracket has warped, so it doesn’t seem like a real fix anyway.

What makes this worse is that the company hasn’t reached out to past customers with these older heaters to offer a recall, replacement, or upgrade to the newer heater they now use, even though they’ve known this has been an issue.

Their only options were a $1,000 repair or $3,500–$4,500 for a different unit. After the second failure, they stopped responding. I had to reach out again just to hear back, and even then nothing was actually fixed.

Repeat failures, expensive repairs, and being ghosted by customer service. I’d strongly recommend looking elsewhere.

Very disappointed, especially with customer service and product quality. We bought our sauna in 2023, and not long after, the heating element warped, sparked, and failed. This has now happened twice, and the sauna is completely unusable. We’re honestly lucky it didn’t start a fire either time.

This heater model has a known problem. The heater company made a bracket to try and stop the elements from warping, but our unit didn’t have it. I’ve also seen pictures online where even the bracket has warped, so it doesn’t seem like a real fix anyway.

What makes this worse is that the company hasn’t reached out to past customers with these older heaters to offer a recall, replacement, or upgrade to the newer heater they now use, even though they’ve known this has been an issue.

Their only options were a $1,000 repair or $3,500–$4,500 for a different unit. After the second failure, they stopped responding. I had to reach out again just to hear back, and even then nothing was actually fixed.

Repeat failures, expensive repairs, and being ghosted by customer service. I’d strongly recommend looking elsewhere.

Very disappointed, especially with customer service and product quality. We bought our sauna in 2023, and not long after, the heating element warped, sparked, and failed. This has now happened twice, and the sauna is completely unusable. We’re honestly lucky it didn’t start a fire either time.

This heater model has a known problem. The heater company made a bracket to try and stop the elements from warping, but our unit didn’t have it. I’ve also seen pictures online where even the bracket has warped, so it doesn’t seem like a real fix anyway.

What makes this worse is that the company hasn’t reached out to past customers with these older heaters to offer a recall, replacement, or upgrade to the newer heater they now use, even though they’ve known this has been an issue.

Their only options were a $1,000 repair or $3,500–$4,500 for a different unit. After the second failure, they stopped responding. I had to reach out again just to hear back, and even then nothing was actually fixed.

Repeat failures, expensive repairs, and being ghosted by customer service. I’d strongly recommend looking elsewhere.

Reply from New Primitive 2026.01.01

We’re very sorry to hear about the repeated heater failures, the safety risk you experienced, and the poor service you received, which falls far short of our standards. We take product safety and customer communication seriously and have escalated your case to our senior service and safety teams for immediate review. Our team will contact you directly to discuss repair, replacement, or other remedies and to ensure this issue is properly addressed. Thank you for bringing this to our attention; we appreciate the chance to make it right.

Matt Clary 2025.11.23

Great experience working with everyone at New Primitive but an even better product. Works amazingly and heats up very quickly. If looking for a sauna that’s looks amazing and works great my money is here.

Reply from New Primitive 2025.11.23

Thank you for your fantastic review, Matt! We're thrilled to hear that you had a great experience with our team and are enjoying your sauna. It's wonderful to know that it heats up quickly and meets your expectations. We appreciate your recommendation and look forward to serving you again in the future!

Jordan Coleman 2025.08.06

Cole and team are incredible communicators. From showing their products and selling their services to setting timelines and handling logistics I have been impressed with the fluid control and collaboration. For a premier product it is an incredible value.

Reply from New Primitive 2025.08.06

Thank you for your wonderful feedback, Jordan! We're thrilled to hear that you had such a positive experience with our team. We strive for effective communication and collaboration, and it's great to know that our efforts resonated with you. Your appreciation of our products and services as a valuable offering means a lot to us. We look forward to working with you again!

Daniel Westenskow 2025.07.22

Awesome experience! They have great attention to detail, very professional, kept their timeline commitments! I highly recommend!

Awesome experience! They have great attention to detail, very professional, kept their timeline commitments!

I highly recommend!

Reply from New Primitive 2025.07.22

Thank you for your fantastic review, Daniel! We're thrilled to hear that you had an awesome experience with us. Your recognition of our attention to detail and professionalism means a lot. We appreciate your recommendation and look forward to serving you again in the future!

Catherine Utah 2025.01.21

I purchased my New Primitive sauna in early 2023 as a 40th birthday present to myself. I have loved it and been grateful for that decision, every day since. Cole and his team kept me up to date on the fabrication of my sauna, painted it the custom color that I wanted, and when there were shipping delays with their normal delivery company, literally went the extra mile by driving it out to deliver it to me on my farm in rural Virginia. I can't say enough about how amazing this sauna is. It is beautifully built and has become a staple in my health routine. I think it has made a tangible improvement to my physical and emotional well-being, as well as to my overall ability to tolerate extreme temperatures. My only regret is that I didn't get the bigger version with the changing room and cold plunge, which came out last year. Worth every penny of the investment!

mmitnick21 2024.12.02

Had new primitive build us a custom sauna for our wellness center and we couldn’t be happier with how it turned out. We came to them with our vision and they made it happen!

Reply from New Primitive 2024.12.03

Thanks so much for the kind words! We’re stoked to be apart of bringing your vision to life.

Bret Watts 2024.11.27

My sauna and cold plunge are AWESOME! The quality of the products and service from Cole was great, he came to my house to measure and find the best placement and answer all my questions after he did that I was SOLD signed up that day. Highly recommended great investment for my health.

Reply from New Primitive 2024.12.03

I'm so glad to hear you're loving the sauna and cold plunge! It was awesome coming out to your place and helping find the perfect setup. It's always great to see people invest in their health, and we're so glad it’s working out for you.

Jake Cahoon 2024.11.26

We recently purchased a sauna and I’ve already used it 8 times at 180 degrees and I get out every time with a smile on my face. It looks and feels and smells high end and the window is so fun to look out thru. Very well built. I told my wife this is by far our best purchase ever. I will be using it everyday now! You can literally turn the sauna on with your smart phone. Could not be happier, thank you Cole for making the process so easy!

We recently purchased a sauna and I’ve already used it 8 times at 180 degrees and I get out every time with a smile on my face. It looks and feels and smells high end and the window is so fun to look out thru. Very well built. I told my wife this is by far our best purchase ever. I will be using it everyday now!
You can literally turn the sauna on with your smart phone. Could not be happier, thank you Cole for making the process so easy!

We recently purchased a sauna and I’ve already used it 8 times at 180 degrees and I get out every time with a smile on my face. It looks and feels and smells high end and the window is so fun to look out thru. Very well built. I told my wife this is by far our best purchase ever. I will be using it everyday now!
You can literally turn the sauna on with your smart phone. Could not be happier, thank you Cole for making the process so easy!

Reply from New Primitive 2024.11.26

Thank you for your amazing feedback! We're love to hear how much you're loving your sauna and that it's become a part of your daily routine. Enjoy every session, and thank you for trusting us! 🙌

Chris Perkins 2024.11.21

We recently purchased The Nook sauna and a cold plunge from New Primitive, and we are absolutely thrilled! The quality of the craftsmanship is outstanding, and the design is both beautiful and functional. Since having it delivered just two days ago, we’ve been using the sauna every night, followed by a dip in the cold plunge. This combination takes relaxation and rejuvenation to a whole new level! We chose New Primitive mainly for their exceptional design and craftsmanship quality, and they did not disappoint. The overall experience with my Project Manager Kris, including the interactions with the CEO Cole, has been excellent. They were patient as we selected different styles and ensured everything went smoothly. The delivery was seamless and right on time, with excellent communication throughout the process. Now, we have an incredible sauna setup that we enjoy every minute of. We highly recommend New Primitive for anyone looking to elevate their home wellness experience!

Reply from New Primitive 2024.12.03

So happy to hear you’re loving The Nook sauna and cold plunge! It was a pleasure working with you to bring that setup to life, and we love hearing it’s making such a positive impact on your wellness.

eric kandell 2024.11.21

This is one of the best things I have purchased in a very long time. I absolutely love my sauna. The coolest thing is is that it’s really pimp looking. These are some of if not the best looking saunas I’ve ever seen. I swung for an upgrade and got a complete glass front, which is amazing. I would highly suggest paying the extra you won’t regret it. One of the thing I’d like to add is anytime I need something. The customer service with these guys is amazing. The reality is I haven’t really needed anything. Other than some troubleshooting wants to get connected to the Wi-Fi and I had a small door sensor issue and it was fixed immediately

Reply from New Primitive 2024.12.03

Thank you for the awesome feedback! I’m glad to hear you’re loving the sauna, especially that glass front upgrade – definitely a game changer. And I’m glad we could take care of those small issues quickly.

Skyler Bentley 2024.11.13

Working with Cole and New Primitive was a great experience! The sauna looks amazing and performs great! Very happy with the end result and can’t recommend them enough!

Reply from New Primitive 2024.12.03

Thanks so much for the kind words! We're glad to hear you’re loving your sauna and that enjoyed your experience. Appreciate the recommendation and glad to be a part of your wellness journey!

Steve S 2024.11.11

We are truly loving our 212 Sauna and cold plunge… cannot recommend New Primitive enough!! Seamless experience

Reply from New Primitive 2024.12.03

I’m so glad to hear you're loving the 212 Sauna and cold plunge! It’s great to know everything went smoothly, and I really appreciate the recommendation. Thanks for being a part of the New Primitive journey!

Mitch Jones 2024.10.30

New Primitive Sauna/Cold Plunge are top of the line. Friends want to know where to get after seeing mine. 👍🏻

Reply from New Primitive 2024.12.03

That's awesome to hear. Thanks for sharing the love!

Blake Erickson 2024.10.29

World class sauna. World class experience. No where else you need to go

Reply from New Primitive 2024.12.03

Thank you for the amazing feedback! We’re honored to be part of your wellness journey. Glad we could deliver!

Malcolm Freer 2024.10.28

Great saunas! Probably my most consistent health practice is hopping in these hot boxes. Look forward to it everyday! Brings the spa into my home. We just ordered one for our cabin as well with a big panoramic window. Can’t wait!

Reply from New Primitive 2024.12.03

So great to hear that the sauna has become such a consistent part of your health routine! I’m stoked for you to get the new one for your cabin with the panoramic window!

Corbin Matthews 2024.10.28

Reply from New Primitive 2024.12.03

Thank you!

Braydon Boswell 2023.11.29

More than just a hot box. I love what New Primitive is all about and the message behind it all.

More than just a hot box.
I love what New Primitive is all about and the message behind it all.

Reply from New Primitive 2024.12.03

It’s all about creating meaningful spaces, and it’s awesome to know you’re feeling that energy!

Garrett Durbin 2023.11.29

Amazing experience with New Primitive. Not just the sauna, but the whole experience from beginning to end. Couldn't recommend the sauna more due to the build quality and the raw materials used.

Isaac Hunter 2023.11.29

Their saunas are seriously incredible. On top of that, I love what New Primitive is building. They’re the real deal 💪🏽

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Saunas | Cold Plunges | Thermal Suites

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