When Zoe Lake returned from a trip to Norway inspired by the country’s culture, she had an ambitious vision. Today, Zoe is the owner of Kiln Floating Sauna, a unique floating wellness experience based in Baileys Harbor and with a seasonal location at Navy Pier on the shores of Lake Michigan.
Building a Business Unlike Any Other
Kiln Floating Sauna isn’t a traditional sauna. “I experienced this first in Norway and wanted to bring the experience home to Wisconsin,” Zoe said. “Feeling the boat gently move beneath you in the sauna and then taking your cold plunge in the lake itself is a really special and magical experience.”
As Wisconsin’s first floating sauna—and the first on Lake Michigan—the business quickly carved out a niche of its own.
A Rocky Road to Opening
Launching the business, however, was anything but relaxing. Zoe encountered construction setbacks, financing delays, regulatory hurdles, and changing business plans. Contractors unexpectedly left the project, loan approvals stalled, and legal challenges forced her to rethink where and how the business would launch.
Instead of giving up, she turned to others for support. “My family essentially helped build the boat,” Zoe recalled. “My uncles were roofing and handling electrical work, my dad’s retired friends were working on it, and I was out there helping every day. What started as one of the hardest parts of the journey became one of the most meaningful.”
The challenges ultimately led her to pivot away from an original Milwaukee launch. The business instead opened at Gordon Lodge in Baileys Harbor before expanding seasonally to Navy Pier Marina in Chicago for the winter.
Looking back, Zoe says every obstacle prepared her for opportunities she never expected. “Everything worked out for a reason. Opening at Navy Pier became an incredible experience, and I learned lessons that made me a stronger business owner.”
Finding a Trusted Partner in the SBDC
One of the most important resources during that journey was the Wisconsin Small Business Development Center (SBDC). Referred by another entrepreneur who worked with the SBDC, Zoe connected with Athena Agoudemos and Amy Narr, consultants at the UW-Milwaukee SBDC, early in the planning process. “The financial modeling and business planning were the most tangible assistance,” Zoe said. “But for me, their mentorship was just as important.”
Whenever new obstacles appeared, the SBDC helped her work through them one step at a time. “They always seemed to have ideas I hadn’t thought of,” she said. “They gave me homework and kept me accountable, and we solved problems together instead of feeling like I had to figure everything out on my own.”
That support extended beyond a business plan, pitch preparation, and loan documents. “I’ve joked that they were also my business therapists,” Zoe said. “There were days I called them crying because of regulatory and legal hurdles; it was a really, really challenging startup. I truly don’t think I would have made it across the finish line without them.”
Athena said of working with Zoe, “She is a trailblazer! She had a clear vision for her innovative business and continually persisted. Time and again, when one door closed, she went looking for another, refusing to let setbacks stand in the way of launching Kiln. Her success was built not on quick wins, but on continually learning, adapting, and moving forward.”
Accomplishments with SBDC:
- Business plan
- Financials modeling
- Startup strategy
- Pitch preparation
Paying it Forward through Internship
After experiencing the value of mentorship herself, Zoe wanted to create similar opportunities for others. This summer, she partnered with fellow Door County entrepreneur Marit Koestring, owner of The Door Stop in Sister Bay, to create an internship program for aspiring entrepreneurs.
The program goes well beyond seasonal employment. Three college-aged women split their time between both businesses while learning marketing, operations, finance, and small business management. Guest speakers for the internship program —including SBDC advisor Amy Narr, local attorneys, bankers, and fellow entrepreneurs—share practical knowledge about building a business.
The interns have even launched their own collaborative initiative called Midsummer Girls, organizing book clubs, walking groups, makers markets, community projects, and content creation for other local businesses. One participant is already preparing to launch her own smoothie business with guidance from local entrepreneurs and SBDC advisors.
“We wanted to give them the kind of experience we never had,” Zoe said. “It’s become something much bigger than just a summer job. We’re helping develop the next generation of entrepreneurs.”
Listen to Zoe describe the robust internship and its benefits to participants.
Advice for Future Entrepreneurs
Looking back, Zoe has one piece of advice for anyone considering starting a business: “Just do it.” She admits the advice sounded overly simple when others first gave it to her, but now she understands its meaning.
“You don’t have to know everything. Just take some steps. I Googled how to file an LLC; I started talking to people. Tell everyone about your idea. Once you put it out into the world it becomes ‘real.’ People start helping you, encouraging you, and holding you accountable.”
For Zoe, that’s exactly what happened. What began as an ambitious idea inspired by a trip abroad has grown into a thriving small business, supported by family, mentors, community partners, and organizations dedicated to helping entrepreneurs succeed.
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Expanding entrepreneurship for others
Published August 2026