From passion to ritual.
TowellWebshop was born in 2018 out of a simple obsession: finding the perfect sauna towel. Rob Keijzer — sauna enthusiast, event organiser, and founder — couldn't find products that matched the quality the sauna experience deserved. So he started making them himself.
What began as a small family project has grown into a trusted collection for thousands of sauna lovers across the Netherlands, Belgium, and Germany. Every product in our range is selected with one question in mind: would we bring this to the sauna ourselves?
From hammam towels and premium bathrobes to handmade linen sauna clothing — we make essentials that feel as good as the ritual itself.
Meet Rob Keijzer — The man behind the brand
Rob Keijzer started TowellWebshop because he believed the sauna deserved better products — and a bigger stage.
As the founder of the Aufguss World Freestyle Cup — The Battle of Gladiators, Rob created one of the most spectacular sauna competitions in the world. Held in the iconic Colosseum Sauna Arena, top sauna masters from across Europe compete in multi-day routines of heat, music, and movement.
The WCF is more than a competition. It is a celebration of sauna as an art form — and TowellWebshop is the brand that outfits the masters who compete in it.
Why sauna lovers choose Towell
🏆 Aufguss specialists
We don't just sell sauna products — we live the ritual. As the organiser of the Aufguss World Cup, we understand what professionals and enthusiasts actually need.
🌿 Quality you can feel
All our products are made in modern workshops with careful attention to materials, durability, and fair production. We choose quality over quantity, every time.
🚚 Fast & reliable shipping
📅 Founded in 2018
More than 6 years of experience in premium sauna and wellness textiles. Trusted by sauna masters and wellness lovers across Europe.
Light & Sound — For the professionals
At TowellWebshop, we believe a sauna is more than heat. It's a place for full sensory connection.
With the QuickDMX system, we create tailored light and sound experiences that transform any sauna into an immersive stage — from calm rituals to dynamic Aufguss freestyle performances.
We support wellness centres, saun