Former Project Manager Behind Fast-Growing Outdoor Sauna Business Named South East Start Up Loans Ambassador
A former project manager who left her career of 11 years to build a fast-growing outdoor sauna and ice bath business has been named the 2026 Start Up Loans Ambassador for the South East of England, after she opened a second venue in the region.
Image Jon Cartwright
Amelia Sweeney, founder of Ojas Sauna, is one of 14 entrepreneurs selected for this year’s Start Up Loans Ambassadors programme.
Amelia launched Ojas Sauna in 2024, after securing a £13,000 Start Up Loan with support from NWES. She used the funding, alongside personal savings, to open her first venue in Buckinghamshire, while continuing to work full time in construction project management. As demand grew, she resigned from her corporate career to focus on the business full time.
A Start Up Loans second loan, alongside reinvestment from the business profits, helped Amelia open her second venue in Hertfordshire. Ojas Sauna offers private hire, and communal social sessions across both venues. In addition to the two fixed venues, Ojas Sauna offers a portable sauna and ice bath experience, which has created additional revenue opportunities through private home hire, yoga retreats and festivals.
She has trained eight flexible team members as Ojas Sauna hosts and her established Buckinghamshire venue welcomes up to 50 bathers a day at weekends.
Start Up Loans Ambassadors has been running for more than a decade and recognises top entrepreneurial talent from all 12 Nations and regions across the UK. In addition, two Ambassadors have been selected to represent specialist groups supported by the programme, including a Gen Z founder and a member of the Armed Forces veterans community.
This year’s Ambassadors have been invited to pass on their one piece of advice to someone starting a business today.
Amelia Sweeney, Founder of Ojas Sauna said: “I started Ojas Sauna as a weekend hobby, following my passion for sauna and cold water swimming, but I quickly realised that building a business demands far more sacrifice than people often see. Before opening our first fixed venue, I contacted around 450 potential venues across the South East to ask if I could rent an area for an outdoor wellness business. It took persistence, but eventually one said yes. My advice to aspiring founders is to keep going, for all the no’s eventually one person will say yes!”
Amelia and the other 2026 Ambassadors will be celebrated at a launch event this week, before embarking on a year-long programme of passing on their entrepreneurial knowledge to encourage current and future start up founders.
Louise McCoy, Managing Director, Start Up Loans, British Business Bank said: “Every year, our Ambassadors show what is possible when ambitious founders get the right support at the right time. Amelia’s story is a brilliant example of the resilience and determination we see from entrepreneurs across the UK – turning an idea into a thriving business and creating inspiration for others who are ready to take that first step.
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"Starting a business is never easy, but founders like Amelia prove that with practical support, belief and access to finance, great ideas can become successful businesses. We’re proud to celebrate this year’s Ambassadors and look forward to seeing them pass on the benefit of their experience to the next generation of entrepreneurs.”
Sergio Aschettino, business advisor at NWES commented: "Since launching Ojas Sauna, Amelia has demonstrated exceptional commitment, resilience and entrepreneurial spirit. The business has grown from a start-up concept into a thriving wellness destination with an impressive and loyal customer community. Through both her first and second Start Up Loan, we have seen Amelia successfully transform her vision into a sustainable business that is making a genuine difference to the wellbeing of people in Buckinghamshire. We are incredibly proud to have supported her journey and are delighted to see her recognised as a Start Up Loans Ambassador."
Since its inception in 2012, the Start Up Loan scheme has delivered more than £1.4bn of finance to smaller business owners across the UK. Over £170m of this funding has gone to founders from the South East.
In the South East, 40% of loan recipients have been women and 16% have come from Black, Asian and Other Minority Ethnic backgrounds (not including White Minorities).
Through a network of business support partner organisations, like NWES, the Start Up Loans scheme provides:
- access to pre-and-post loan support to help applicants to develop a business plan
- fixed-interest first and second loans of up to £25,000 to help recipients to start or grow their business
- mentoring support to help loan recipients with everything from cash flow to marketing.
Pass It On advice from successful business owners
This year, the Start Up Loans scheme is encouraging established, successful business owners to pass on the benefit of their experience to the new Ambassadors. Co-Founder of DASH Water, Alex Wright, offers encouragement, advising: "Don't be afraid to put yourself out there – start small, get feedback, iterate and go again. It's the same model Eric Ries sets out in The Lean Startup, and it's served us well at DASH."
Emilie Vanpoperinghe, CEO and Co-Founder of Oddbox also has advice to smaller business owners: “The strongest brands feel authentic. If what you do consistently matches what you believe, people actually feel that and over time that will build a strong brand. So, I encourage the Start Up Loans Ambassadors to be authentic and to be intentional and consistent with what they do with their business.”
Varun Bhanot, the Co-Founder and CEO of MAGIC AI added: “My number one piece of advice for anyone starting a business is you’re going to need grit more than anything, you’ll need it more than being smart, being talented. You need grit. If you work the hardest, you stick at it and you have grit you’ll be just fine.”
• To find out more about how to apply for a Start Up Loans, visit startuploans.co.uk
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