DIAMOND SPRINGS, Calif. - August 14, 2026 - Christopher Kiggins, founder and CEO of custom infrared sauna manufacturer SaunaCloud, has published a new article with the Fast Company Executive Board examining how businesses can better serve customers who arrive armed with research, comparisons and difficult questions.
In "3 Ways to Serve Your Informed Customers," Kiggins draws on more than a decade of experience helping customers plan residential and commercial infrared sauna installations. He argues that well-researched buyers should be treated as serious prospects rather than difficult ones.
"Business leaders should see the informed consumer as an invitation to build trust, not a threat," Kiggins writes.
The article identifies three ways companies can respond:
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Treat harder questions as a sign of buying intent.
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Explain the mechanism behind common sales terms.
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Build and sell products that will continue to make sense as customers learn more after the purchase.
Kiggins uses the infrared sauna industry to show why that approach matters. Terms such as "custom infrared sauna" and "red light therapy sauna" can describe products with substantial differences in design, heater placement, materials, wavelengths and distance between the light source and the user. Customers often need more than a list of features to understand what they are buying.
That same problem appears in other industries whenever a familiar marketing phrase makes very different products look interchangeable. Kiggins encourages companies to explain how a feature works, where its limitations lie and which details can change the customer’s experience.
"Customers are doing more homework than they did a decade ago, and that has raised the standard for everyone selling a technical or high-consideration product," said Kiggins. "A company should be able to explain its work clearly enough that the customer still feels confident about the purchase months or years later."
This approach has shaped SaunaCloud since Kiggins founded the company in 2014. The company designs custom infrared saunas around the customer’s room, intended use, heat profile and installation requirements. Its systems can include proprietary VantaWave infrared heaters and red light therapy integrated into benches and backrests near the user.
SaunaCloud has completed more than 3,000 installations, including residential projects and commercial wellness spaces. Customers work directly with the company on layout, electrical planning, heater placement, materials and optional red light integration before production begins.
Kiggins concludes that informed customers can improve a business by forcing it to replace vague claims with useful explanations. When those customers understand what they purchased and why, they are also better equipped to share accurate recommendations with others.
Read the full article in Fast Company.
About SaunaCloud
Founded in 2014 by Christopher Kiggins, SaunaCloud designs and builds custom infrared saunas for residential and commercial installations. Its saunas are planned around each space and can incorporate VantaWave infrared heaters, Western Red Cedar construction and bench-integrated red light therapy. SaunaCloud operates from Diamond Springs, California, and Montreal, Quebec.
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