Interview with our CEO Jirka Kachlík about TAO design saunas
Read the interview with our CEO Jirka Kachlík and find out about current trends and plans for this year.
First of all, tell us about yourself. How did you get to your current position and what inspired you to create your own brand of TAO saunas?
I started working at Aquamarine Spa 17 years ago as a technician in charge of sauna installations. After about two years I became the director by mutual agreement with the owners, Mr and Mrs Fux. The idea of creating our own brand of TAO saunas came later, when we founded and successfully developed IMAGINOX, a company specialising in the manufacture of stainless steel swimming pools. This made me realise that having our own production gives us the freedom to influence the quality, design and implementation of any project.
The TAO brand was the next logical step to unify the production of all wellness products under our control, while being more flexible and adaptable to our customers’ needs.
Which saunas are most in demand by customers? What are the current trends?
Today’s customers most often ask for modern and designer saunas with large-format tiles, stylish details and, above all, large glass surfaces, often connected to outdoor views. The sauna thus becomes not only a functional but also an aesthetic element that harmoniously complements the interior as a whole.
Why choose TAO saunas? What are the advantages of this brand over the competition?
From the very beginning of the TAO brand, I was determined not to compromise on quality – even in the more affordable models. Our focus is on superior workmanship, premium materials, quality components and sophisticated design. Our saunas offer precision construction that does not compromise the structural elements and will last for decades. Customers can choose from compact home saunas to large commercial models with circular benches or curved glass.
All products within the IMAGINOX group are manufactured to the highest standards – so much so that I would have no hesitation in installing them in my own home.
What is the process of buying a sauna and working with architects or project managers?
The whole process starts with the customer’s vision of the sauna or the room it will be in. We then find out what specific ideas the customer has not only for the sauna, but also for the adjacent relaxation and cooling areas. Based on this, we try to offer the customer a solution tailored to their needs, adding practical advice from our experience. Our aim is to create a relaxing space that fits in perfectly with the overall interior or garden concept.
Who are TAO saunas for? Do you have a vision of your ideal customer?
Our saunas are designed for anyone who loves to relax, takes care of themselves and at the same time appreciates aesthetics and quality workmanship. Many of our customers are used to investing in beautiful kitchens, comfortable furniture or cars, but they don’t always realise that a sauna can also be an investment in long-term comfort. However, this attitude is gradually changing – people are increasingly understanding that a space for relaxation should be beautiful, functional and uncompromising, often without unnecessarily high costs.
Are TAO saunas also sold abroad? Is there a difference in demand between the Czech market and foreign markets?
Yes, we do export our saunas abroad. Worldwide, there is a growing interest in investing in wellness, both in the private and public sectors, and with it the demand for quality and design. But each country has its own customs – for example, Finnish saunas are the most popular here, often combined with a bio-sauna, while infrared saunas are less popular. In Germany, demand for infrared saunas is minimal, while in Arab countries, Turkey and Israel, steam saunas are a hit. Abroad, we often handle complete wellness projects that include not only saunas, but also steam cabins, swimming pools, whirlpools and other IMAGINOX products.
What do private customers prefer and what do commercial customers demand?
In the private sector, the most popular sauna is the Finnish sauna with the option of a bio-sauna mode, which allows for variability in sauna use – from high temperatures to lower temperatures with higher humidity. For commercial saunas, we focus not only on design and functionality, but also on ease of maintenance and the durability of materials that must still look good after thousands of hours of use.
Popular features include a stove that sits underneath a bench, or matching the sauna to existing walls and windows. For private saunas we also offer accessories such as TAO COMFY cushions and mattresses, ambient lighting or reading lamps.
Can you remember a project that was a real challenge?
We experience many challenges – for example, in the production of saunas with curved glass, high ceilings or models for 70 people equipped with projection technology. For swimming pools, we have tackled installations on ocean liners, for example, where it was necessary to prevent the water from overflowing when the ship was moving.
Or we installed a giant 100 m³ pool on the 70th floor of a skyscraper. Increasingly, clients are requesting combinations of saunas with cooling pools that can not only be heated to 35°C but also cooled down to 1°C.
What accessories do you recommend for saunas and what trends are you seeing?
My personal favourite is the bio sauna system, which allows for humidity and lower temperature settings, ideal for aromatherapy or herbal baths. Also popular are TAO COMFY mattresses and pillows, ambient lighting or large windows connecting the interior to the exterior. In terms of trends, outdoor saunas are becoming increasingly popular. They are a great solution for those who have no space in the house or want to separate the relaxation area from the living space.
What trends are you currently seeing for outdoor and indoor saunas? Outdoor saunas have been very popular recently and are expected to grow in popularity until 2027. How do you see this happening?
In my opinion, outdoor saunas are the perfect solution for those who don’t have enough space in the house or prefer to separate the relaxation area from the living areas. However, clients often fail to realise that the sauna is not just an isolated feature, but part of a wider relaxation zone that includes space to relax and cool down between sauna cycles. These accompanying areas usually take up more space than the sauna itself.
And what about trends in technology and automation in sauna production and control? What can customers expect today and what is in store for the future?
Finnish saunas are a traditional form of relaxation and, in my opinion, there is no need to look for “exaggerated” technological innovations in this area. Nevertheless, today we offer modern equipment such as touch control panels, integrated sound systems or ambient lighting with dimming capabilities. Once the safety criteria have been met, we can connect the saunas to mobile apps, central house control or provide control of the entire spa directly from a single touch panel at the reception.
This system allows you to control not only saunas and their temperature, but also Kneipp paths, cooling pools, whirlpools or their filling, covering and other functions. Everything is implemented through our own system, which can manage practically the entire relaxation infrastructure.
What are your plans for the TAO brand in the coming years? Are you preparing an expansion of the range or new design lines?
We are currently building a new production hall for TAO saunas, a project I am very excited about. We plan to equip it with modern technology that will make our production more efficient and faster. At the same time, we are expanding the possibilities for material solutions for individual sauna lines. We are also improving the outdoor models, which are manufactured on a similar principle to the wooden buildings, and we are offering new finishes.
For example, sauna fittings will be available in PVD coatings and powder coatings in various shades. We are also adding more colour options for glass and lighting. These new products will be available from 1 March 2025 and I am looking forward to their launch!
Jiří Kachlík
GENERAL MANAGER
E-mail: kachlik@imaginox.cz
Phone: +420 774 620 838
