Bringing the healing heat of sauna and the benefits of contrast therapy to the community, Arctic Lava blends wellness, hospitality, and local connection in Grand Forks’ first mobile sauna.
Meet Madison McCue and Oren Long, co-founders of Arctic Lava, the first mobile sauna and contrast therapy business in Grand Forks. Their eight-person, wood-fired sauna is more than just a wellness trend; it’s a science-backed, community-driven experience designed to meet people where they are, both literally and figuratively.
Whether parked outside a workplace, community event, or local gym, Arctic Lava is creating spaces where people can slow down, reconnect, and recharge.
From Hawaii to the Heart of the Midwest
After relocating to Grand Forks to be closer to family, Madison and Oren set out to build something meaningful in their new home. Arctic Lava was born from their shared passion for wellness, hospitality, and the Hawaiian value of Aloha, bringing warmth, connection, and care into everything they do.
Oren’s background is rooted in health, fitness, and sauna traditions. Madison spent over a decade in hospitality and partnerships, helping businesses craft memorable guest experiences. Together, they’ve created a startup that blends cultural care with practical wellness.
Building with Purpose and a Plan
Their entrepreneurial journey began with a deep “why.” With support from ILT Academy’s Lean Startup program, Madison and Oren refined and tested their concept step by step. The process gave them confidence and a roadmap for launching a brand-new service in an unfamiliar market.
That roadmap has been critical, especially when facing challenges like educating the community about contrast therapy or navigating permitting and local regulations. Rather than seeing these as setbacks, they used them as learning moments, reaching out to mentors and local partners for support.
“We’ve overcome challenges by staying adaptable, asking questions, and building relationships,” they said. “Support from the UND Center for Innovation and the local business community helped us turn unknowns into action.”
Community Support That Makes a Difference
The Grand Forks community has played a vital role in supporting Arctic Lava, from local gyms and markets to small business owners eager to collaborate.
The team especially credits partners and friends within the local wellness and small business scene, like Simon at the Ski & Bike Shop, Naas Customs, and Matt from Rhombus Guys Pizza, the resident sauna expert, for believing in their mission and offering everything from referrals to hands-on advice.
The UND Center for Innovation has also been a key resource, providing Arctic Lava with a business address, workspace, mentorship, and increased visibility. Through the ILT Academy, the founders gained practical tools and coaching to launch confidently, with scholarships made possible by the North Dakota Department of Commerce.
Milestones That Matter
Some recent wins they’re proud of:
- Official public launch in July 2025, bringing their vision to life.
- Completing their first rental and receiving glowing feedback from clients.
- Seeing their business featured and embraced by the community.
- Most of all, witnessing people step out of the sauna feeling lighter, calmer, and more connected.
“That’s what it’s all about,” they shared. “Helping people feel better in their bodies and more present in their lives.”
Why Sauna? The Science Behind the Steam
Sauna and contrast therapy aren’t just relaxing; they’re backed by decades of research.
Regular sauna use has been shown to:
- Lower stress and anxiety by activating the parasympathetic nervous system
- Improve cardiovascular health and circulation
- Speed up muscle recovery and enhance athletic performance
- Improve sleep and mental clarity
- Support emotional regulation and resilience
- Reduce long-term risk of heart disease and dementia
Studies out of the University of Eastern Finland have even found that frequent sauna use can reduce all-cause mortality by over 50%. Arctic Lava’s mission is to bring those benefits, plus the mood-lifting, community-building joy of shared wellness, right to the people of Grand Forks.
Words of Wisdom for Fellow Founders
What advice do they have for other entrepreneurs just starting out?
- Lead with your “why.” Purpose gives you staying power.
- Talk to real people. Conversations reveal more than spreadsheets ever will.
- Lean into local resources. From mentors to programs, North Dakota has your back.
- Celebrate the small wins. They’re the building blocks of real momentum.
A Startup Rooted in Community
To Madison and Oren, the Grand Forks small business community is the perfect place to grow something special. It’s supportive, accessible, and full of opportunities for those willing to show up and build relationships.
“You’re not just another startup here, you’re part of a community that wants to see you succeed.”
Ready to experience the heat for yourself?
You can find Arctic Lava at the Town Square Farmers Market on select weekends. Stop by, say hello, and learn more about the benefits of sauna and contrast therapy. They’ll also be at the Downtown Street Fair on August 22nd & 23rd, offering a chance to experience the mobile sauna up close.
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Learn more about Arctic Lava and their mission to make wellness more accessible across Grand Forks by following them on Instagram or visiting their website.