Time has a way of moving remarkably fast in the world of sauna. Looking back, it is hard to believe we are already well into the second half of my term as your Ambassador. In hindsight, I realize I should have been sharing these thoughts with you more frequently, because the momentum in our global community simply refuses to slow down.
To help make up for lost time, and with some helpful nudging from Carita, I wanted to share a few reflections and look ahead at what is shaping up to be an exciting and busy autumn.
Reflecting on the World Sauna Forum & Global Momentum
Earlier this year, we gathered once again for the World Sauna Forum, and the energy was electric. It is always incredible to witness the mix of familiar faces and passionate newcomers coming together to champion the Authentic Finnish Sauna Experience. The conversations in Jyväskylä underscored a vital truth: the global appetite for authentic, immersive wellness experiences is stronger than ever.
World Sauna Forum 2026 was held in Jyväskylä, Finland, in June
We are seeing this firsthand right here in North America, where the “Sauna Renaissance” continues to accelerate. From the rise of community-focused public bathing spaces to a deeper appreciation for the traditions of löyly, North Americans are embracing sauna culture not just as a luxury, but as an essential ritual for mental clarity, physical recovery, and social connection. Just this past week, I had the pleasure of hosting Maija Masalin and Titta Pervis from Lunawood here in Canada, a fantastic reminder of how deeply connected our industry is across borders.
Looking Ahead to Autumn: ISC Oslo
As we look toward the rest of the year, my calendar—and the international sauna calendar—is filling up fast. Next up on the horizon is the International Sauna Congress (ISC) in Oslo. For those that I don’t have the opportunity to meet in Oslo, we’ll meet again at the next International Networking Meeting shortly after at the end of September. Events like these are vital testing grounds where we exchange ideas, tackle industry challenges, and push the boundaries of how we share the Finnish sauna story with the world.
If you are looking to connect, collaborate, or explore ways to bridge your business into new markets—not just across North America—please feel free to reach out. Part of my role as Ambassador is to serve as a connector, and I am always eager to help members find the right partnerships.
Passing the Ladle in 2027
With all of this excitement on the horizon, it is also time to look toward the future of this very position. My term as Sauna Ambassador will draw to a close next June 2027, at which point a new ambassador will be selected to take up the ladle.
As I’ve said many times before, serving in this role has been one of the greatest honors of my life, and knowing that we have less than a year left in my tenure only makes me more determined to make these coming months count. We have a packed schedule ahead, including planned updates in November and February 2027—where we will share more details regarding the search process for the next ambassador—leading right up to the final handover next summer.
Thank you all for your continued support, your passion, and your dedication to keeping the authentic traditions of Finnish sauna thriving worldwide.
Nauttikaa löylyistä ja voikaa hyvin!
(Enjoy the löyly and be well!)
Alan Jalasjaa Sauna Ambassador, Sauna from Finland
Sauna as a Space for Women’s Recovery – Studies Highlight Sleep, Pain and Mental Recovery
Scientific interest in the health and well-being effects of sauna bathing has increased in recent years, although much of the earlier research has focused on men. Two Swedish studies published in 2025 and 2026 add an important perspective by focusing on women’s experiences of sauna bathing, recovery and well-being.
The two studies point in a consistent direction: for many women, sauna appears to be particularly meaningful as a space for mental and physical recovery. At the same time, the findings should be interpreted as perceived benefits rather than evidence of causality.
First study: women reported better sleep and less bodily pain
A study published in 2025 examined the experiences of 384 Swedish female sauna users aged 24 to 83.
Women reported better perceived sleep following sauna bathing compared with before sauna bathing. They also reported less perceived bodily pain. Both differences were statistically significant.
On a four-point scale, perceived sleep quality increased from an average of 3.01 before sauna bathing to 3.29 afterwards. The score reflecting absence of bodily pain increased from 2.68 to 3.10. Both comparisons had a p-value below 0.001.
Participants also perceived reduced stress and lower levels of anxiety or mild depressive feelings following sauna bathing.
In their open-ended responses, women frequently described sauna as a place to slow down, recover from physical exertion and disconnect from everyday demands. Sauna was portrayed as emotionally grounding and as an opportunity for presence and reflection.
Importantly, the study also suggested that the experience was about more than heat alone. A calm and safe environment, respect for personal boundaries and the opportunity to recover contributed to a positive sauna experience.
Second study: mental recovery stands out among women
A follow-up publication released in July 2026 broadened the perspective by analysing the experiences of 588 regular sauna users: 384 women and 204 men.
Researchers identified four interconnected dimensions of sauna bathing:
mental recovery
social togetherness
purification and a sense of renewal
physical health and recovery
A notable gender difference emerged. Mental recovery was the most prominent motivation among women, whereas social togetherness ranked highest among men.
Women also reported significantly better perceived sleep quality and reduced bodily pain following sauna bathing. No corresponding statistically significant changes were observed among men.
The authors describe sauna bathing as a multidimensional health-promoting practice involving psychological, social, cultural and physical dimensions of well-being.
How do the two studies strengthen each other?
The studies should not be considered two completely independent replications. The female participants in the 2026 analysis are part of the same broader research project as the women analysed in the 2025 publication.
However, the studies complement and strengthen the interpretation of the findings in important ways.
The first study provides a detailed picture of what women themselves experience in relation to sauna bathing: better perceived sleep, less bodily pain and a strong sense of mental and emotional recovery.
The second study places these findings in a wider context by comparing women and men. This comparison shows that mental recovery is especially prominent as a motivation among women. It also shows that the reported changes in sleep and bodily pain are evident among women but were not statistically significant among men.
Taken together, the studies therefore present a consistent picture: for many women, sauna is particularly associated with recovery, relaxation and personal well-being.
What can the science tell us – and what can it not?
Both studies are cross-sectional and rely largely on self-reported experiences.
They cannot demonstrate that sauna bathing itself causes better sleep, reduces pain or improves mental health. Selection bias is also possible, as participants were regular sauna users and the female sample included a high proportion of university-educated participants.
Nevertheless, the studies provide valuable insight into how sauna bathing is experienced as part of health promotion and everyday well-being.
Based on the current evidence, it is reasonable to say that sauna is perceived by many women as a meaningful environment for mental and physical recovery – and that a restorative sauna experience appears to involve not only heat, but also calmness, safety and the opportunity to be present.
Scientific sources
Lennkvist, M., Hägglund, H. & Engström, Å. (2025). Women’s perceptions of sauna bathing and its impact on health and well-being: insights from a cross-sectional study. International Journal of Circumpolar Health, 84(1), 2595806. DOI: 10.1080/22423982.2025.2595806 PMID: 41340471 PMCID: PMC12679837
Engström, Å., Wiell, K., Hägglund, H. & Lennkvist, M. (2026). Sauna bathing: motivations, perceived benefits, and gender differences – a descriptive health promotion study. International Journal of Circumpolar Health, 85(1), 2710003. DOI: 10.1080/22423982.2026.2710003 PMID: 42507891 PMCID: PMC13410540
Tulikivi × KIUASSUOLA™: Where Finnish Soapstone Meets the Future of Sauna Culture
Every authentic sauna experience begins with its materials.
Wood. Stone. Heat. Water.
For generations, these elements have shaped the Finnish way of living and one of the world’s most recognised sauna cultures.
Among them, one material holds a unique place in Finnish homes and saunas: genuine Finnish soapstone.
A Material That Defines Finnish Craftsmanship
Few companies have done more to bring Finnish soapstone to the world than Tulikivi.
For decades, Tulikivi has built internationally recognised expertise around fireplaces, sauna heaters and products crafted from genuine Finnish soapstone. Its work brings together the unique qualities of the material, thermal performance, timeless design and Finnish craftsmanship.
Finnish soapstone is valued not only for its natural beauty, but also for its exceptional ability to store heat and release it gradually — qualities that have made it an enduring part of Finnish homes and sauna culture.
“Finnish soapstone has been at the heart of Tulikivi’s work for decades. It is a pleasure to see this unique natural material gaining new meaning and new applications through collaboration, while the traditions of Finnish craftsmanship and sauna culture remain strongly present.”
— Mikko Kuoppa, Head of Sauna Business, Tulikivi
Building on an Authentic Foundation
When KIUASSUOLA™ began developing ILMARI KUURA™, authenticity started with the material itself.
“When we began developing ILMARI KUURA™, it was important to us that its foundation was built on genuine Finnish soapstone. Tulikivi’s long experience and deep understanding of this unique natural material made the collaboration a natural choice for us.”
— Mira Kettunen, CEO & Founder, KIUASSUOLA™
Every ILMARI KUURA™ is crafted from genuine Finnish soapstone in collaboration with Tulikivi, creating the foundation for the ILMARI KUURA™ Finnish Sauna Salt Ritual.
The stone is not simply a component of the product. It connects a material deeply rooted in Finnish homes and saunas with a new way of experiencing sauna today.
In the KIUASSUOLA™ ritual, the soapstone base carries specially developed sauna ritual salt, bringing stone, heat and natural salt together in a slower, more sensory sauna experience.
A Shared Philosophy
Tulikivi and KIUASSUOLA™ share a common view of Finnish sauna culture: that authentic natural materials, lasting quality and respect for tradition remain just as meaningful today as they have always been.
Tulikivi continues to develop fireplaces and sauna heaters around the remarkable qualities of Finnish soapstone. KIUASSUOLA™ gives the same natural material a new role within a contemporary Finnish sauna ritual.
Together, the partnership shows how tradition and innovation can complement one another without losing authenticity.
It is not simply about products.
It is about carrying Finnish materials, expertise and sauna culture forward in ways that remain connected to where they came from.
Looking Forward
Around the world, interest in authentic Finnish sauna culture continues to grow.
As more people discover the values behind the Finnish sauna, the materials, craftsmanship and traditions behind the experience become increasingly meaningful.
For KIUASSUOLA™, the partnership with Tulikivi represents far more than the choice of a premium material.
It reflects a shared commitment to preserving and evolving Finnish sauna culture through authenticity, craftsmanship and respect for nature.
When genuine Finnish soapstone meets a new sauna ritual, a material shaped over millions of years finds a new expression in today’s sauna experience — while remaining firmly connected to its Finnish roots.
Tulikivi × KIUASSUOLA™ Finnish soapstone heritage. A new Finnish sauna ritual.
Photo: KIUASSUOLA™
Why We Sauna: New Research Reveals What Draws Us to the Sauna
The Swedish study examined the motivations and perceived benefits of sauna bathing among 588 regular sauna bathers. The findings identified four interconnected dimensions of the sauna experience: mental recovery, social togetherness, purification and physical health.
The results suggest that sauna bathing is experienced as much more than a physical activity. It is a multidimensional practice that brings together psychological, social, cultural and physical aspects of wellbeing.
For Sauna from Finland, these findings resonate strongly with the philosophy of authentic Finnish sauna culture. Sauna is a holistic experience where heat, relaxation, presence, connection and wellbeing come together.
A space for mental recovery
Mental recovery emerged as one of the strongest motivations for sauna bathing in the study. Participants described the sauna as a place to relax, reflect and take a break from everyday demands. Silence, mindfulness and time away from screens were among the experiences associated with mental recovery. Some participants described sauna as a way to reduce worries, calm the mind and mentally reset.
This aspect of sauna feels particularly relevant in today’s always-connected world.
In the sauna, there are no notifications to answer and no expectation to be productive. The experience creates space to slow down and focus on the present moment.
Sometimes wellbeing begins with simply giving yourself permission to pause.
Photo: Juho Juuruspolvi
A place for human connection
Sauna is also a social experience.
Participants described sauna as a place to spend time with family and friends, strengthen relationships and connect with people they might otherwise never have met. The study also highlighted that social interaction in the sauna does not necessarily require constant conversation. Being together in silence can be equally meaningful.
In the sauna, people can simply be together. Photo: Juho Juuruspolvi.
The researchers found some differences between women and men in their motivations. Mental recovery was the most frequently mentioned theme among women, while social togetherness ranked highest among men. Both groups, however, identified social connection as an important part of the sauna experience.
This reflects one of the unique qualities of sauna culture: sauna creates a space where people can simply be together, without the usual roles, status or expectations of everyday life.
A feeling of renewal
Another important theme was purification. Participants described sauna as a way to feel clean, refreshed and renewed, with the experience extending beyond physical cleanliness to a sense of mental and emotional renewal.
This feeling of renewal is also closely connected to the wider sauna ritual. Heat, cooling down, fresh air, water and nature can all become part of the experience.
The combination of these elements creates a sense of rhythm and renewal that extends beyond the time spent inside the sauna.
Perceived benefits for sleep and physical wellbeing
The study also examined participants’ perceptions of sleep and bodily pain. Among the women who participated, perceived sleep quality improved significantly following sauna bathing, and participants also reported a significant reduction in perceived bodily pain. These changes were not statistically significant among the male participants in the study.
The researchers are careful to point out that the study was based on self-reported experiences and a cross-sectional design. Therefore, the findings cannot establish a direct cause-and-effect relationship between sauna bathing and the reported changes. Further prospective research is needed.
Nevertheless, the findings contribute to a growing understanding of sauna as a holistic wellbeing practice – one that people choose not only for physical reasons, but also for mental recovery, social connection and a sense of renewal.
Sauna as a holistic experience
The study’s findings resonate strongly with the philosophy of authentic Finnish sauna.
For Sauna from Finland, the sauna experience brings together several dimensions of wellbeing: physical relaxation, mental recovery, social connection, cultural tradition and a meaningful relationship with nature and the surrounding environment.
It can be a deeply personal moment of silence or a shared experience with family, friends and even strangers. It can be part of everyday life, a cherished tradition or a way to recover after a busy day.
This holistic nature is one of the defining qualities of authentic Finnish sauna culture. The experience is shaped not only by the heat, but also by the atmosphere, the ritual, the people and the opportunity to slow down and be present.
The research reinforces an essential idea: authentic Finnish sauna is a holistic experience that supports wellbeing of body and mind while bringing people together.
The study also has a special connection to the Finnish sauna community. One of its authors, Professor Hans Hägglund, was a speaker at Sauna from Finland’s World Sauna Forum 2026 in Jyväskylä. His presentation, Inside the Heat: The Biology of Wellbeing and Happiness, explored what happens in the body during sauna bathing, from stress responses and nervous system regulation to recovery, resilience and long-term health.
Professor Hans Hägglund on stage at the World Sauna Forum in June 2026. Photo: Juho Juuruspolvi
Together, these perspectives highlight the many layers of the sauna experience – from the science of heat and recovery to the deeply human experience of slowing down, connecting and feeling well.
Perhaps that is why sauna continues to be such an important part of Finnish life – and why its meaning is increasingly being discovered around the world.
Finland is often called the land of a thousand lakes, but it could just as well be called the land of thousands of saunas.
For Finns, sauna is not just a place to wash or warm up. It is a way of life, a moment of peace, a connection to nature, and one of the most authentic cultural experiences you can have in Finland. Whether you are visiting for the first time or returning to discover more, a Finnish sauna experience is something you should not miss.
Sauna is an experience in itself
A Finnish sauna is much more than a hot room. It is an experience for all the senses: the gentle heat, the scent of wood, the sound of water on the stones, the silence of nature, the fresh air between sauna sessions, and the refreshing feeling of a dip in a lake or the sea.
Photo: Juho Juuruspolvi
In summer, sauna becomes even more magical. Imagine sitting by a lakeside sauna, cooling off on a wooden pier, swimming in clean natural waters, and watching the evening sun slowly set over the Finnish landscape. This is Finland at its most authentic.
Discover the many faces of Finnish sauna
Finland offers sauna experiences for every kind of traveller. You can try a traditional smoke sauna, visit a modern design sauna in the heart of a city, enjoy a public sauna with locals, or escape to a peaceful nature sauna surrounded by forest and water.
Each sauna has its own atmosphere and story. Some are rustic and traditional, some are elegant and modern, and some are completely unique. What they all share is the essence of Finnish sauna culture: warmth, simplicity, wellbeing, purity, and presence.
Find your perfect sauna with Visit Sauna
Visit Sauna by Sauna from Finland helps international travellers discover high-quality and memorable sauna experiences across Finland. The service brings together sauna destinations where the experience has been thoughtfully created — from the surroundings and atmosphere to service, cleanliness, safety, and hospitality.
Whether you are looking for a lakeside sauna, a smoke sauna, an urban public sauna, a wellness experience, or a peaceful moment in Finnish nature, Visit Sauna helps you find the right sauna for your journey.
A sauna visit can be a peaceful start to the day, a relaxing break during your travels, or the perfect way to end a summer evening. Between sauna sessions, you can cool down outdoors, swim in a lake or the sea, enjoy local flavours, and simply take time to be present.
Photo: Juho Juuruspolvi
In Finland, sauna is not just something you do. It is something you feel.
Come and discover the land of thousands of saunas — and find the Finnish sauna experience that will stay with you long after your journey.
World Sauna Forum 2026 keynote presentations are now available in Sauna from Finland Academy
The keynote presentations from World Sauna Forum 2026 are now available to watch in Sauna from Finland Academy.
World Sauna Forum 2026 brought together leading international voices from the fields of sauna, wellbeing, health, experience design, tourism and hospitality. The event highlighted the growing global interest in Finnish sauna culture and its role as a source of happiness, recovery, connection and holistic wellbeing.
For everyone who could not attend the event in person — or would like to return to the key messages — the keynote presentations can now be viewed through Sauna from Finland Academy. The recordings offer valuable insight into the future of sauna, the international development of sauna experiences and the unique role of authentic Finnish sauna in the global wellness landscape.
One of the featured presentations is by Professor Jari Laukkanen, cardiologist and Professor of Medicine at the University of Eastern Finland. Laukkanen is internationally recognized as one of the leading experts in sauna health research and the prevention of cardiovascular diseases.
In his World Sauna Forum presentation, Laukkanen shared research-based insight into the health benefits of sauna bathing. His keynote emphasized that Finnish sauna is not only a cultural tradition or a way to relax, but also an increasingly relevant wellbeing phenomenon supported by scientific research.
Professor Jari Laukkanen presenting sauna health research at World Sauna Forum 2026 in Jyväskylä – Watch his keynote presentation here. Photo: Juho Juuruspolvi
His message strongly supports one of the central themes of World Sauna Forum: Finnish sauna has a unique and meaningful place in the global wellness conversation. Its value lies in authenticity, regularity, relaxation, heat, contrast and the connection between people, nature and wellbeing.
The keynote recordings in Sauna from Finland Academy are a valuable resource for sauna professionals, hospitality operators, wellness experts, researchers and everyone interested in understanding the deeper value of the Finnish sauna experience.
We are proud to announce the collaboration between Sauna from Finland and Saunthropology – both organisations that are dedicated in promoting sauna culture and raising the global standard for sauna experiences.
One of the highlights of our collaboration was Justyna Turek, the founder of Saunthropology, participating in this year’s World Sauna Forum, where she had a chance of delivering both a keynote presentation and an interactive workshop. There, together with sauna professionals, researchers, entrepreneurs, and enthusiasts from around the world, we explored the future of sauna culture and sauna experience.
Saunthropology is a global sauna research and experience-design project founded by Justyna Turek
“The World Sauna Forum was an inspiring meeting point for people passionate about preserving sauna culture while shaping their future. It reinforced my belief that a sauna is much more than a place to sweat, it is a powerful cultural practice that fosters connection, reflection and wellbeing. As I’ve said a few times, a sauna without people is just a sweatbox. It’s the people who give it meaning.” – said Justyna
Watch Justyna’s keynote presentation from World Sauna Forum 2026
This is just the beginning! We’re excited to continue our collaboration and look forward to creating more inspiring projects, meaningful conversations and workshops, and unforgettable sauna experiences together.
If you’d like to learn more about Justyna’s reflections from the event, you can read her article: “World Sauna Forum: The Future of Sauna” on Substack.
The Rento sauna collection’s striking 16 liter sauna bucket and long sauna ladle
At its best, a sauna experience is a moment to take a breath, calm down and recharge in the midst of everyday life. It’s time for yourself or for shared moments — warmth, togetherness and well-being for both body and mind.
At Rento, the aim is to maintain unique sauna culture and build the collection with a long-term, sustainable approach. New sauna products are created from high-quality, durable materials through innovation and a customer focused approach. Rento received many requests for a larger bucket set for public saunas and made that wish a reality. The result is a striking and elegant bucket-and-ladle set designed specifically for public saunas, but equally suited for more spacious private sauna as well.
The new 16-liter Rento bucket and 62 cm sauna ladle are especially well suited for public saunas, spas, apartment building sauna facilities or more spacious private sauna spaces. Photo: Rento
Distinctive Finnish design
A dark color palette, durable materials and thoughtful Nordic design make this bucket set a timeless choice for a wide variety of sauna environments. The Rento Bucket (16 l) and Rento Sauna Ladle (62 cm) form a set where practicality and aesthetics go hand in hand.
The bucket set is designed for environments where large amounts of water are needed and equipment must withstand daily use. The bucket’s 16 liter capacity reduces the need for refilling and makes the sauna experience smoother, especially in public saunas, spas and for example in apartment building saunas. The dark gray finish creates a modern and serene look that blends naturally into both traditional wood-heated saunas and contemporary spa environments. The durable aluminum construction, combined with comfortable silicone handles, makes the bucket easy to use and carry water into the sauna.
The aluminum 16-liter Rento Bucket. Photo: Rento
The long bamboo handle of the aluminum ladle is user-friendly and comfortable to grip. Together they stand the test of time, maintaining their appearance year after year and adding a touch of refined style and coziness to the sauna — exactly what Rento is known for.
The aluminum, bamboo-handled 62 cm long Rento sauna ladle. Photo: Rento
Complete your summer sauna experiences with new hot tube scents
Many people enjoy summer saunas at public facilities, either for practical reasons or because of the unique atmosphere. For others, however, the only right choice is their own peaceful sauna or a cottage sauna, where the steam doesn’t end with the last scoop of water—instead, relaxation continues in the outdoors hot tube with friends, family or simply in a moment by self. Rento wanted to add a touch of the northern wilderness to this moment.
Rento’s new collection of hot tub scents offers two options: Arctic Berries, which charms with its soft, berry-like aroma and Finnish forest, whose coniferous and woodsy notes create a soothing connection to northern nature. Both of these high-quality and long-lasting scents make hot tubbing even more enjoyable year-round and beautifully complement the sauna and hot tub experience, creating a harmonious, holistic experience.
Rento hot tub scents: Arctic berries and Finnish forest. Photo: Rento
World Sauna Forum 2026: 400+ People, 36 Nationalities and One Shared Language Sauna
More than 400 participants, 36 nationalities, 35 speakers and one shared passion: sauna. World Sauna Forum 2026 brought the global sauna community together for three days of business, wellbeing, networking and unforgettable sauna experiences — proving once again that sauna connects people across cultures.
World Sauna Forum 2026 gathered sauna professionals, companies, media representatives, wellbeing experts and sauna enthusiasts from around the world. More than 400 participants registered for the event, representing 36 nationalities. The largest participant groups came from Finland, the United States, Canada and Estonia — but at the heart of the event was one shared language: sauna.
The event’s opening keynotes at Paviljonki. Photos: Juho Juuruspolvi
Over three days and 40.5 hours of programme, World Sauna Forum offered keynote speeches, company showcases, networking, sauna experiences and discussions on the future of the industry. The programme featured 35 speakers, while 34 companies exhibited at the Sauna & Wellness Market and Pop-up Sauna Village. The event was supported by eight sponsors and 12 cooperation partners who share the belief that the world needs more sauna.
Based on participant feedback, the true strength of the event was its people. One respondent described World Sauna Forum as “a who’s who in the sauna world.” Another highlighted the atmosphere with the words: “Family vibe and kindness of people.” Across the feedback, the same themes appeared again and again: international community, new contacts, meaningful encounters and the opportunity to discuss the development of the sauna industry with like-minded people.
The survey results support this. 88% of respondents said the event met or exceeded their expectations, while 71% gave the event the highest possible overall rating. The event also proved to be a valuable business platform: 85% of respondents said they created valuable business contacts, and 59% said they created many valuable contacts during the event.
170 attendees travelled by boat to Savutuvan Apaja. Photo: Juho Juuruspolvi
Networking was one of the most important parts of World Sauna Forum 2026. The matchmaking platform resulted in 230 completed meetings, and many participants mentioned meeting new industry contacts as one of the highlights of the forum. Comments included “networking, getting new contacts,”“several meetings with new sauna friends” and “highlight of the event was to meet so many good sauna contacts.”
World Sauna Forum was not just a conference. It was also an experience. During the event, 15 pre- and post-tours were organised, 177 participants joined Aufguss experiences, and 170 people travelled by boat to Savutuvan Apaja. At one point, 55 people squeezed onto the sauna benches at once — offering, as the event summary put it, “a new definition of personal space.”
Up to 55 people at a time experienced the Aufguss session on the sauna benches. Photo: Sallis Niinimäki
The sauna experiences were repeatedly mentioned in the feedback. Participants highlighted the pre-tours, the evening at Savutuvan Apaja, the Pop-up Sauna Village, whisking experiences, community sauna discussions and cultural presentations. One participant summed up the event by saying: “This event was so well organized and you can feel the care and thoughtfulness that went into the planning.”
The event also gained strong visibility beyond the venue. There were 17 journalists present, the World Sauna Forum website saw 38% more visitors, and Instagram content gathered 344,600 views. Sauna was seen, heard and shared — also in the digital space.
Pre-tour at Sauna Lampila. Photo: Juho Juuruspolvi
The feedback gave a clear direction for the future. Participants hoped for more in-depth content, practical workshops, technical expertise, targeted programme tracks for operators and builders, and even more discussion around global sauna business. Desired future topics included global sauna business, public sauna trends, sauna technology, sustainability, architecture and design, and Finnish sauna culture.
One respondent wished for “more operator specific streams,” while another suggested a “sauna builder roundtable to share best practices.” Several participants also expressed a desire for renewal: new perspectives, new locations, new audiences and content that goes deeper into practical knowledge and industry-specific development.
This kind of feedback shows that World Sauna Forum is seen as an important international platform — one that participants want to help develop further. It is not only a place to listen to presentations, but a forum where the future of the sauna industry is built together.
World Sauna Forum 2026 showed that sauna connects people across countries, industries and cultures. It is wellbeing, business, tourism, design, culture and community. Above all, it is an experience that people want to return to again and again.
The event’s own final number says it best: 100% happy. Photos: Juho Juuruspolvi
WSF 2026 in numbers
400+ registered participants 36 nationalities 35 speakers 34 companies at the Sauna & Wellness Market and Pop-up Sauna Village 25 WSF team members 13 volunteers 15 pre- and post-tours 130 participants registered for matchmaking service 230 matchmaking meetings 17 journalists 344 600 Instagram views +38% more visitors to the WSF website 177 participants in Aufguss experiences 170 people on the boat to Savutuvan Apaja 1,800 litres of sauna drinks consumed 11 550 more sauna visits than hours of sleep 100% happy
Cleanliness Is the Foundation of a High-Quality Sauna Experience
A high-quality sauna experience is not created only by good heat, beautiful surroundings or excellent service. It begins with cleanliness. For the customer, a clean sauna communicates safety, professionalism and care.
In sauna services, cleanliness is an essential part of the customer experience. Guests quickly notice if the washing area smells unpleasant, if the floors are slippery, if the benches show signs of previous users or if used textiles do not have a clearly designated place. On the other hand, a fresh, clean and well-maintained sauna allows the customer to relax and trust the service.
The importance of cleanliness is especially significant in wet areas, where warmth, humidity and organic dirt create favourable conditions for microbial growth. Sauna rooms, washing areas, toilets, changing rooms and cooling-down areas are spaces where hygiene, safety and comfort are closely connected. The thesis highlights that cleanliness is one of the most important elements in creating a successful Finnish sauna experience.
For companies, cleanliness is also a competitive advantage. A clean and well-maintained sauna strengthens the brand, builds customer trust and supports the image of a high-quality service. Poor cleanliness, in contrast, can directly affect customer feedback, safety and the lifespan of materials.
Good cleanliness does not happen by chance. It requires planning, knowledge, the right tools, suitable cleaning agents and clear responsibilities. It is especially important that staff understand the meaning of cleanliness and are properly trained in practical cleaning routines. The thesis emphasizes the role of skilled, motivated and well-trained cleaning staff in producing high-quality cleanliness.
A clean sauna doesn’t show traces of previous user, it leaves a lasting positive impression.
Cleanliness should be seen as part of the company’s core operations, not merely as a background support function. When cleaning is planned, documented and carried out professionally, it supports customer wellbeing, improves safety and ensures that the sauna experience meets customer expectations.
A clean sauna does not show traces of previous users. Instead, it leaves a lasting positive impression on the customer.
From Forum to Field: How the World Sauna Forum Sparked a Community Sauna Movement in Canada
What happens when the conversations that begin at a conference continue long after people return home?
That is what unfolded between Becky and Juho Pelkonen of Kamu Saunaand Jason Wong of Kotisauna, who first connected through the Sauna from Finland World Sauna Forum and discovered they had arrived at many of the same questions independently. Not only about sauna itself, but about what kinds of spaces people increasingly seem to be searching for in modern public life.
Becky Pelkonen of Kamu Sauna and Jason Wong of Kotisauna
What began as dialogue around authenticity and cultural stewardship has since evolved into a cross-country collaboration exploring how sauna might function as something more than a private wellness experience. In Canada, where public gathering spaces continue to disappear or become increasingly commercialized, the work has taken on broader relevance.
From small mountain communities in British Columbia to the centre of Toronto, the partnership between Kamu Sauna and Kotisauna is helping shape new approaches to community sauna rooted in cultural integrity and a growing belief that spaces centered on accessibility, care, and shared experience are no longer a luxury, but a necessity.
A Shared Vision for Community Sauna
At the World Sauna Forum in 2025, a connection formed between Kamu Sauna and Kotisauna, two socially minded enterprises working toward a distinctly public, community-oriented approach to sauna culture.
Both organizations share a belief that sauna is more than a wellness product or commercial offering. It can also function as social infrastructure: a place for gathering, restoration, and belonging.
Led by Becky and Juho Pelkonen, Kamu Sauna has developed a framework and social investment prospectus for community-based sauna that brings together cultural stewardship, experience design, and regional development. Through pilot activations in the Rocky Mountains of British Columbia and collaborations across Canada, their work explores how sauna culture can be adapted within new contexts while remaining grounded in the values that make the practice meaningful. Supported by Destination Canada, the work is advancing toward scalable approaches for municipalities, sauna operators, and social investors focused on wellbeing, tourism, and rural economic development.
In Toronto, Jason Wong has been advancing similar ideas through grassroots urban sauna initiatives. What began as a mobile sauna project has evolved into a broader effort to create accessible, community-driven sauna experiences within Canadian cities.
That work is now taking shape through a major public-facing initiative led by Kotisauna at Evergreen Brick Works in Toronto, where sauna is being explored as an accessible, public gathering space integrated into community life.
Jason Wong at the World Sauna Forum 2025Becky Pelkonen at the World Sauna Forum 2025
A Meeting Grounded in Culture
When Kamu Sauna and Kotisauna first connected in Finland, the relationship emerged through a shared understanding that cultural grounding must remain central to sauna’s international growth.
As Becky Pelkonen noted during her opening address as co-host at last year’s World Sauna Forum: “Even the strongest sauna initiatives cannot sustain without connection to the cultural foundations of the practice itself.”
Without care, reciprocity, and cultural understanding, sauna risks losing the traditions and social values that give the experience meaning. Those traditions and values can be transported and adapted around the world however that meaning, in turn, is what creates continuity. When it is present, people return and build community around the practice built on a strong foundation. When it is absent, the experience becomes easier to replicate, commercialize, and abandon.
For both organizations, cultural grounding is not separate from sustainability – it is a condition for it.
This perspective resonated across the collaboration. Jason Wong had been building Kotisauna from the grassroots level in Toronto, while Becky and Juho Pelkonen were developing Kamu Sauna through community experiences, consulting, and place-based collaborations rooted in Finnish sauna culture and contemporary public life.
Through early activations in the Kootenays, a shared realization emerged: the challenge is not simply how to grow sauna culture internationally, but how to do so without losing the relational qualities that make the practice meaningful in the first place.
Building Sauna Into Public Life With Sauna From Finland Members
That collaboration has also taken tangible form with 3 Sauna From Finland members. Kamu Sauna supported the Kotisauna initiative through the design and build of a sauna completed in Western Canada and transported to Toronto. At its centre is an electric stove sponsored by Homecraft Saunas, also a member, positioned intentionally within the space to support both performance and shared experience.
The project reflects a broader shift taking place across parts of the global sauna movement – one increasingly interested not only in how sauna looks, but in what sauna does. How it shapes relationships, supports belonging, and creates opportunities for people to gather in ways that feel increasingly rare in contemporary public life.
This year, Becky Pelkonen and Jason Wong will return to the World Sauna Forum together to participate in a panel discussion and lead the workshop Global Action for Community Sauna alongside Community Sauna Baths and Community Sauna Network. The session will explore how community-oriented sauna models are emerging internationally and how organizations across countries can collaborate around accessibility, public life, and cultural stewardship.
From International Exchange to Local Action
The story of Kamu Sauna and Kotisauna reflects one example of what can happen when international exchange leads to long-term collaboration and local action.
The World Sauna Forum is not only a place for networking or business development. It is also a meeting ground for people working to carry sauna culture forward in thoughtful and responsible ways across different parts of the world.
For some participants, the conversations begin at the forum.
Why Modern Finnish Sauna Rituals Are Resonating Globally
In today’s fast-moving world, luxury is no longer defined only by exclusivity or material things. Increasingly, people are searching for something more meaningful: calm, presence, authenticity and emotional wellbeing.
This shift is one of the reasons why Finnish sauna culture is gaining global attention. Around the world, people are becoming fascinated not only by sauna itself, but by the rituals and philosophy behind it.
In Finland, sauna has never been just a place to sweat. It is a centuries-old ritual for recovery, restoration and human connection; deeply rooted in nature, simplicity and wellbeing.
The combination of warmth, steam, silence and cooling down creates space for the body and nervous system to slow down naturally. In a culture constantly demanding more performance, Finnish sauna rituals offer something radically different: permission to pause — away from constant digital stimulation.
The sauna experience continues beyond the heat — in nature, silence and shared moments. Photo: Olga Poppius
Sauna as a Ritual, Not a Routine
Authentic Finnish sauna culture is based on simplicity and sensory experience. It is not about optimisation or achievement. It is about reconnecting with yourself, nature, other people and the present moment.
For Finns, the sauna ritual often begins long before entering the heat itself. Preparing the sauna space, caring for the wood, bringing fresh water, choosing natural scents or simply creating a peaceful atmosphere are all part of the experience.
In many ways, sauna is less a place and more something you do. The inspiration behind the name sauna/ing is the idea of sauna as a verb.
Because sauna is not only about being in the sauna. It is about the ritual of slowing down, preparing, cleansing, reconnecting and being fully present.
Natural sauna rituals combine Nordic wellbeing traditions with modern self-care, for example in bridal sauna ritual. Photo: Olga Poppius
Modern Finnish Sauna Rituals
As global wellness culture evolves, people are increasingly seeking authentic experiences that combine beauty, mindfulness and emotional wellbeing in a natural way.
Modern Finnish sauna rituals bring together ancient traditions and contemporary wellbeing. Today, sauna rituals may include natural skincare rituals, botanical oils, forest-inspired scents, body treatments and calming sensory moments that support both physical and emotional restoration.
At sauna/ing, we create modern Finnish sauna ritual products inspired by Nordic forests, the sea and authentic Finnish wellbeing traditions. Our philosophy is rooted in the idea that sauna should feel holistic: beautiful, calming and meaningful.
Caring for the Sauna Is Part of the Ritual
In Finnish sauna culture, caring for the sauna itself has always been part of the experience.
A clean sauna, natural scents and well-maintained wooden surfaces create the atmosphere that allows people to fully relax and restore. Preparing the sauna environment is considered an act of care: both for the space and for the people sharing it.
This tradition inspired the development of the sauna/ing Sauna Clean & Care collection launched at the World Sauna Forum 2026. The collection combines highly effective yet natural formulations developed specifically for modern sauna environments.
Bringing Finnish Sauna Rituals to Modern Wellbeing
As global interest in authentic wellness experiences continues to grow, more hotels, spas and wellness destinations are seeking meaningful concepts that combine relaxation, beauty, emotional wellbeing and sensory experiences in a natural way.
Created in Finland and inspired by the forest and the sea, sauna/ing brings the essence of modern Finnish sauna ritual culture to homes, spas, hotels and wellness destinations around the world.
At sauna/ing, we are developing authentic Finnish sauna ritual experiences for the hospitality sector, including:
In recent years, interest in authentic Finnish sauna culture has grown rapidly across North America. At the same time, the understanding of sauna itself is evolving. Increasingly, attention is shifting beyond heat alone toward atmosphere, natural materials, softer steam and a slower rhythm.
In Finnish sauna culture, an important part of the experience is created not only by temperature, but by the way the session gradually unfolds: slowly warming materials, balanced steam, silence and continuity.
KIUASSUOLA™ has been built around this philosophy.
The collection combines Finnish heat-storing soapstone with natural sauna salts, allowing heat, steam, stone and salt to interact naturally throughout the sauna session.
The first products now entering the North American market are:
The products have been developed especially for active home sauna use, premium sauna environments and retail concepts where customers are looking for authentic Finnish sauna products designed for long-term use.
Unlike many fast-consumed wellness products, KIUASSUOLA™ is built around ongoing use and a refill structure. ILMARI KUURA™, placed directly on top of the heater stones, functions as a reusable Finnish soapstone object around which the sauna ritual gradually develops over time.
Both Finnish soapstone and natural mineral salts are part of the collection’s long-term philosophy. Together, the products represent a new type of Finnish sauna category where natural materials, softer steam and continuous use are combined into one concept.
KIUASSUOLA™ is now strengthening its presence in North America in cooperation with the Canadian distributor Wellendi.
The first products are now available for retailers in Canada as well as B2B customers within the U.S. sauna and wellness market through Wellendi.
The goal is to gradually build a new premium sauna category where Finnish soapstone, natural materials and slower sauna rituals become part of modern sauna culture.
Growing interest in slower, more authentic and natural sauna experiences appears to be one of the most significant developments currently shaping international sauna culture.
And in that shift, Finnish sauna traditions still have much to offer.
Photo: Kiuassuola
About KIUASSUOLA™
KIUASSUOLA™ is a Finnish sauna brand rooted in authentic sauna culture, slower rituals and long-term sauna use.
All products are designed and manufactured in Finland using natural materials selected for continuous sauna use and sauna atmosphere.
The philosophy behind KIUASSUOLA™ is built around authenticity over trendiness — creating products that feel natural, calming and genuinely connected to Nordic sauna culture.
Most of the collection is fragrance-free and developed with a minimalist, sensitive-skin friendly philosophy in mind.
Photo: Kiuassuola
International partnerships
For retail, distribution and partnership inquiries:
There is a particular kind of absence in modern city life that is easy to miss until you stumble into its opposite. Not a lack of things to do, or places to go, cities have plenty of both. What’s harder to find is a space with no agenda. Somewhere to show up as a neighbour rather than a consumer. Somewhere that asks nothing of you but your presence.
That is the gap that outdoor community sauna fills. And in Toronto, a growing number of people are beginning to feel it.
Why This Moment
Cities across the world are grappling with the slow erosion of genuine public gathering space. Parks exist, but they don’t hold you through a January evening. Community centres serve a function, but carry the weight of programming and purpose. What’s increasingly scarce is the kind of space that simply brings people together.
Sauna has always been that space. Not as a product or a treatment, but as a ritual. A weekly rhythm. A place where the usual hierarchies dissolve and strangers become, over time, neighbours. For cities searching for ways to make winter feel less isolating and public space feel more human, the outdoor community sauna is less a trend than a long-overdue arrival.
A Trailer, a Lake, and a Community That Grew
Kotisauna began without a business plan. A few winters ago, a small group of friends dragged a wood-fired sauna on a trailer down to a Toronto beach. The motivation was simple: curiosity about contrast therapy and a desire to do something outdoors and analog in the middle of January.
What happened next was less expected. Word spread, quietly, the way good things do — and a community started to form. Within two seasons, more than a thousand visitors had made their way to that lakeside setup. All ages, all backgrounds. Neighbours who had never crossed paths, sharing the same simple ritual.
That experiment is now Kotisauna, newly opened and now operating at Evergreen Brick Works in Toronto’s Don Valley — a former industrial quarry turned environmental and community hub at the edge of the city’s ravine system. The move from the beach to the Brick Works wasn’t just a change of venue. It was a step toward something more permanent: a demonstration that outdoor community sauna can take root in a Canadian city, and that when it does, people come.
Photo: Kotisauna
A Growing Movement, Globally
Toronto is not alone in rediscovering this. Around the world, a quiet but distinct movement has been taking shape — one that positions sauna not as a luxury retreat, but as a form of community infrastructure available to anyone.
In Helsinki, Sompasauna has operated as a fully volunteer-run, open-access sauna since 2011 — no staff, no booking system, no entry fee. Visitors chop their own firewood and share the heat with whoever shows up. It has become one of the city’s most beloved gathering places precisely because of its simplicity.
In the United Kingdom, Community Sauna Baths has been working to bring affordable, accessible sauna back into public life — drawing on the tradition of the Victorian bathhouse and reimagining it for contemporary neighbourhoods. In Oslo, the nonprofit Oslo Sauna Association has been expanding access to sauna culture through community-run facilities that prioritize belonging over profit.
What connects these initiatives is not a particular aesthetic or format, but a shared orientation: sauna as a gathering place, open to everyone, sustained by community rather than commerce. That model is finding resonance in cities that have never had a sauna culture to speak of — which suggests the hunger is not for sauna specifically, but for what sauna makes possible.
Why There Aren’t More
If the appetite is there, the question becomes: what’s in the way?
The honest answer is that bringing an outdoor community sauna to life in a city that has never had one requires building almost everything from scratch. Municipal permitting processes weren’t designed with this experience in mind. Insurance frameworks often have no existing category for it. And without an established culture of public sauna to point to, operators frequently find themselves in the position of educator first — making the case for what this is, why it matters, and why it belongs in a public space — before any of the practical work can begin.
This is a global pattern, not a local one. From Toronto to London to Oslo, the operators leading this movement have found that the bureaucratic and cultural groundwork is as demanding as the physical build. The sauna is the easy part. The harder work is creating the conditions for it to exist at all.
Photo: Kotisauna
The Village Behind It
None of it happens alone. What has made Kotisauna possible is a community of partners, craftspeople, and believers who share a conviction that this kind of space is worth building.
Two of those partnerships formed through the connections made at the World Sauna Forum 2025 in Finland — a gathering of operators, builders, educators, and enthusiasts from across the globe who carry the tradition of authentic sauna forward in their respective corners of the world.
Kamu Sauna, a Canadian designer and builder of wood-fired saunas led by Becky and Juho Pelkonen, designed and built the structure at the heart of the Kotisauna experience. Their work is grounded in cultural integrity and a deep understanding of what makes a sauna feel right — not just how it looks, but what it does to the people inside it.
At the centre of that structure is a stove by HomeCraft, a Canadian company whose wood-burning units deliver the kind of steady, enveloping warmth that sauna bathers recognise immediately as the real thing. The genuine löyly.
That both partners are Canadian matters. It means the knowledge and craft being shared through networks like the World Sauna Forum is finding its way home — and that the foundation for a broader outdoor community sauna movement in this country is being laid, one partnership at a time.
Photo: Kotisauna
A Ritual That Belongs to Everyone
Finnish sauna culture was inscribed on UNESCO’s list of Intangible Cultural Heritage in 2020 — recognition not of a building or a product, but of a practice. A way of being together that has endured for thousands of years across climates, cultures, and contexts.
What is taking shape in Toronto, and in cities around the world, is an adaptation of that practice — rooted in the same fundamentals, finding new forms. The regulatory path is being cleared. The partnerships are forming. The communities are gathering.
The ritual is ancient. The spaces it can inhabit are just beginning to open up.
Sauna is a national pastime for Finns. It is far more than a hot room: it is a life-affirming bathing ritual that supports relaxation, health and well-being. Passed down from one generation to the next for thousands of years, sauna remains an essential part of everyday life in Finland.
Even today, around four out of five Finns enjoy sauna at least once a week. In 2020, the global significance of Finnish sauna culture was recognised when it was inscribed on UNESCO’s Representative List of the Intangible Cultural Heritage of Humanity.
Whether you are stepping into a sauna for the first time or simply wish to enjoy it in a more authentic Finnish way, these ten tips will help you make the most of the experience.
Reserve plenty of time for your sauna session. Sauna is not something to rush. Leave behind timers, tight schedules and mobile phones. This is your time to slow down.
Avoid eating a heavy meal just before sauna, but remember to drink enough water before, during and after your session.
2. Start with a shower
Before entering the hot room, take a quick shower to wash off the day’s dust, sweat and any makeup. Remove jewellery and put eyeglasses somewhere safe, as heat may damage them.
3. Enter with an open mind
Step into the sauna with curiosity and calmness. Sit down, breathe slowly and allow the warmth to surround you. Sauna invites you to connect with yourself, your senses and the present moment.
4. Dress the Finnish way
In Finland, people usually bathe either nude in private or single-gender saunas, or in a swimsuit in mixed public saunas. Always follow the local instructions.
Sit on your bench towel for comfort and cleanliness.
In shared saunas, be considerate of others: ask before throwing water on the stones and keep the atmosphere calm and respectful.
5. Listen to your body
Relax and trust your own feelings. It is normal for your skin to become flushed and for your body to sweat. There is no need to prove anything or stay longer than feels good.
You can move to a lower bench, step outside or cool down whenever you wish.
6. Enjoy the löyly
Once you have adjusted to the heat, create steam by pouring a small amount of water onto the sauna stones. Finns call this löyly, and it is often described as the soul of the sauna experience.
Enjoy the gentle wave of heat and soft steam on your skin.
7. Cool down and rest
When you feel ready for a break, leave the hot room calmly and remember to close the door behind you.
Cool down with a cold shower, a dip in a plunge pool or simply by sitting outside in fresh air. In Finland, many people love to cool down in a lake, the sea or even by rolling in the snow.
After cooling down, sit for a while in the lounge or outdoors. Let the good feeling sink in and drink water to stay hydrated.
8. Repeat the sauna rhythm
Return to the sauna when you feel ready. The classic Finnish sauna rhythm is simple: warm up, cool down, rest and repeat. There is no fixed number of rounds. Follow your body and do what feels right for you.
9. Try a sauna whisk
If available, try using a sauna whisk, known in Finnish as a vasta or vihta. It is traditionally made from fresh birch branches.
Gently patting the skin with birch leaves not only feels wonderful, but can also stimulate circulation and refresh the skin naturally.
10. Finish slowly
When you have finished your sauna rounds, wash yourself thoroughly. You may also finish with a refreshing swim, shower or quiet moment of relaxation.
Do not rush back into everyday life. Take your time after the sauna, enjoy the calm feeling and let your body and mind settle. After sauna, you may sleep especially well.
Saunapallo: A Finnish Design Accessory for a Better Sauna Experience
When you enter a Finnish sauna, the most memorable moments are often simple: the warmth of the bench, the quiet atmosphere, the scent of wood, and the sound of water meeting the hot stones. Saunapallo was created from this familiar moment. The idea was simple: could the sauna experience become softer, steadier and longer lasting, so that people could lie down on the sauna bench and enjoy the steam rising gently over time, while still respecting the traditional Finnish sauna tradition?
Saunapallo is a Finnish-designed sauna accessory that is simple to install and hangs from the ceiling, approximately 15 to 20 cm above the sauna stove. Water is poured into the ball, and through small openings at the bottom it flows gradually onto the hot stones. By using gravity, Saunapallo releases water gently and evenly over the stones, helping to make the most of the stove’s heat while creating steady and long-lasting löyly.
Photo: Saunapallo
From the First Idea to a New Patented Design
Saunapallo started almost eight years ago as a small Finnish innovation, built with passion, experimentation and a genuine interest in improving the sauna experience. After our first launch, we also learned from our own mistakes. At that time, we had not protected the original design properly, which made it possible for similar products to appear on the market.
Instead of stopping there, we decided to improve. We began developing a new version together with respected Finnish designer Janne Uusi-Autti. The result is a new Saunapallo model with a patented design, combining a more refined appearance with improved functionality.
The new one-chain mechanism gives the product a cleaner and lighter look, allowing it to blend naturally into the sauna interior. It also makes the product easier to use, especially when pouring water into it. For us, this development reflects what Finnish design can be at its best: simple, functional, elegant and based on real user experience.
The new design will be launched this summer, marking an important new chapter in the Saunapallo story.
Photo: Saunapallo
Supporting the Finnish Sauna Experience
Our mission is to make sauna moments more relaxing and enjoyable. Saunapallo does not replace the traditional way of throwing water on the stones. Instead, it complements it. The user can still enjoy löylyn heitto in the usual way, while Saunapallo brings another layer to the experience: steadier moisture, longer-lasting löyly and more time to simply relax on the bench.
The gentle hissing sound of water meeting the hot stones, together with the slow pendulum-like movement of Saunapallo, creates a meditative atmosphere and helps people stay present in the moment.
The product is especially useful in electric saunas and in larger saunas, such as those in hotels, spas and public sauna facilities, where maintaining a balanced and pleasant sauna atmosphere can be more challenging. With Saunapallo, the sauna can feel more humid and balanced from the beginning of the session. The benefit for the user is simple: pour water into the ball, lie down on the bench and enjoy the löyly as it rises gently and evenly over time.
Photo: Saunapallo
Durability and Responsible Choices
Durability is an important part of our thinking. Saunapallo is made from long-lasting materials, supporting a long product life and reducing the need for frequent replacement. For us, sustainability is not only about the product itself, but also about the choices we make around it.
We aim to reduce our environmental footprint step by step. For example, we have moved towards paper-based wrapping for the ball and continue to review our packaging, logistics and supplier choices. We also want to work with suppliers who understand responsible production and share our commitment to more sustainable business practices.
For Homes, Public Saunas, Hotels and Spas
Saunapallo is suitable for private sauna users, but it also has strong potential in public and professional sauna environments. Hotels, spas, public saunas, sauna builders and sauna retailers can use Saunapallo as a small but memorable way to improve the customer experience.
For public saunas, the product can help create a more stable sauna atmosphere and reduce the need for constant manual water throwing. For hotels and spas, it adds both functionality and a Finnish design story that guests can notice and remember.
During the coming years, our goal is to grow Saunapallo carefully and responsibly. We want to strengthen our presence in Finland, increase cooperation with public saunas, hotels, spas, sauna builders and retailers, and continue expanding into selected international markets.
By being part of the Sauna from Finland network, we want to contribute to the global promotion of the authentic Finnish sauna experience and learn from other companies working with the same passion.
For us, Saunapallo is a small product with a clear purpose: to help people slow down, enjoy steadier löyly and experience the sauna in a more relaxed way.
Finnish sauna is attracting more international interest than ever before. Its appeal is not based only on heat or steam, but on a holistic experience that brings together wellbeing, calmness, a connection to nature and a sense of togetherness. These are the very elements that make Finnish sauna increasingly relevant and meaningful around the world.
These themes are also at the heart of World Sauna Forum, where sauna influencers, experts and business professionals from across the globe come together to share ideas, build networks and discuss the future of sauna, wellbeing and experience-based services. The event brings international sauna professionals, companies and thought leaders under one roof to explore sauna both as a cultural phenomenon and as a growing opportunity in the global wellbeing sector.
In a World Sauna Forum interview, Finnmark Ltd’s CEO Jake Newport, Technical Director Max Newport and E-commerce Director Lisa-Elen Meyering share their views on why sauna speaks to people in different parts of the world. Their thoughts strongly reflect the idea that Finnish sauna is seen as an authentic, meaningful and timely experience at a moment when people are looking for ways to recover, slow down and improve everyday wellbeing.
Finnmark Sauna is one of the leading advocates of authentic Finnish sauna experiences in the UK. With a strong focus on quality, Nordic sauna traditions and wellbeing, the company has played an important role in increasing appreciation for real sauna culture in the British market.
Over the years, Finnmark has also taken part in World Sauna Forum. For the company, the event is an important international meeting place — an opportunity to learn, connect and be part of the global sauna community.
Finnish Sauna is wellbeing
For many Finns, sauna is a natural part of life. It belongs to everyday routines, celebrations, weekends at the cottage, family moments and quiet moments of recovery. From an international perspective, however, sauna can appear as a particularly powerful tool for wellbeing.
In the sauna, the body warms up, the mind slows down and the rush of everyday life is left outside the door. This simple yet powerful experience is especially interesting in today’s world, where stress, constant availability and demanding routines are familiar to many. Sauna offers a counterbalance: a moment where nothing needs to be performed or achieved.
The strength of Finnish sauna lies in the fact that wellbeing does not feel artificial or added on. It emerges naturally from heat, steam, silence and presence.
Authenticity makes Finnish sauna unique
Internationally, sauna is often associated with relaxation and wellness, but Finnish sauna carries something deeper. It is not just a service or a trend — it is part of a culture and a way of life.
The uniqueness of Finnish sauna is built on authenticity. Steam, wood, water, nature, peace and simplicity form an experience that cannot be fully copied through technology or impressive design alone. The power of sauna lies in its honesty.
This authenticity is exactly what makes Finnish sauna so interesting internationally. People are looking for experiences that feel real. Sauna does not promise quick fixes; instead, it invites people to pause. It gives permission to be silent, to breathe and to listen to oneself.
The world is looking for meaningful experiences
Experience has become an increasingly important part of travel, wellbeing and services. People no longer want only to see something new — they want to feel something meaningful. This is where Finnish sauna has enormous potential.
For a traveller, sauna can be a first encounter with the Finnish way of life. For a company, it can be a wellbeing service. For a community, it can be a place to meet. For an individual, it can be a way to recover and find balance. At its best, sauna connects people across languages and cultures.
Finland already has something the world is looking for: an authentic, holistic wellbeing experience shaped over centuries. What matters now is knowing how to communicate it in a way that also speaks to international audiences.
Finnish sauna deserves to be told
When international sauna professionals speak about Finnish sauna, they also help Finns see their own culture in a new way. What feels ordinary to us can be unique — even life-changing — to someone else.
World Sauna Forum makes visible the fact that sauna is also an international field of business, innovation and influence. When sauna professionals from around the world come together, Finnish sauna gains conversation, networks and new opportunities for the future.
Finnish sauna is not simply a place where people go to get warm. It is a space where a person can recover, connect with others and feel a little closer to themselves. That is why it interests people around the world — and why it deserves to be spoken about with confidence.
Sauna is one of Finland’s strongest assets in wellbeing, culture and experience-based exports. Its value is not only in what it does to the body, but in what it means to people.
Begin your journey back to yourself with RecoSauna. RecoSauna is a Finnish sauna brand dedicated to genuine recovery, holistic wellbeing, togetherness and a deep connection with nature.
Rooted in the timeless Finnish sauna tradition, RecoSauna brings the essence of Finnish wellbeing into modern homes, holiday retreats, hotels, spas and wellness destinations. For Finns, the sauna has never been merely a product or a passing trend. It is a way of life. A place to slow down, breathe more deeply and return to what matters most.
Auroom Terra – Photo: RecoSauna
Recovery is at the heart of RecoSauna
The Latin word recuperare means to regain and to restore. It captures precisely what RecoSauna does. A genuine sauna experience draws us away from the demands of everyday life. It brings calm and wellbeing, and restores our connection with ourselves, with those we love and with the natural world around us. RecoSauna does not sell a sauna as a product. It helps people create a space where recovery becomes part of daily life.
Restorative moments are born in the löyly.
RecoSauna is built on this understanding. Physical recovery, mental stillness, time with loved ones and closeness to nature are not separate things. In a truly good sauna, they happen together, naturally, in the same warmth and the same silence.
Auroom Quu – Photo: RecoSauna
Finnish sauna, brought to the world
RecoSauna carries the Finnish sauna experience to wherever people seek it. The brand operates internationally, helping customers find the sauna solution that is right for their situation. Acquiring a high-quality sauna is a clear and inspiring process whose result is a space devoted to recovery, wellbeing and togetherness.
RecoSauna connects Finnish sauna culture with the modern world. It brings an authentic tradition into the design and daily life of today.
Internationally recognised sauna design
RecoSauna’s range includes Auroom products, which bring internationally acclaimed sauna design into the collection. Auroom saunas unite Nordic tranquillity, authentic materials and the clarity of European architecture in a spirit that honours Finnish sauna heritage. They are known for premium natural materials, enduring construction, meticulous finishing and the thoughtful union of artisanal craftsmanship with modern production technology.
Recovery Genuine recovery felt in both body and mind. The feeling that Finns have always known.
E
Experience The first soft löyly surrounds you. The mind settles. The body recovers. You are home.
C
Craft Materials where nothing is compromised. Construction where every detail is considered. A sauna that feels right.
O
Origin Finnish sauna culture lives within us. It is a heritage passed quietly from generation to generation, in the warmth of the löyly.
With RecoSauna, a customer does not simply acquire a sauna. They create a space where recovery, wellbeing, togetherness and closeness to nature become part of everyday life.
In RecoSauna, you recover genuinely. Back to yourself, your loved ones and nature.
New Study: Sauna Boosts Wellbeing Through the Power of Community
A new British study suggests that sauna bathing may offer much more than relaxation and physical health benefits. It can also support mental wellbeing, strengthen a sense of belonging, and create meaningful social connections.
Published in the scientific journal Social Science & Medicine, the study analysed the experiences of more than 1,900 sauna users in the United Kingdom. The researchers found that regular sauna bathing was associated with higher levels of both physical and mental wellbeing. The most significant benefits were reported by those who felt they were part of a sauna community.
The findings show that weekly sauna bathing was linked to better physical wellbeing, while even monthly sauna use was associated with improved mood and emotional wellbeing. According to the researchers, the wellbeing effects of sauna are not only connected to heat exposure, but also to the rituals, shared experiences, and social atmosphere that often surround sauna bathing.
Lead researcher Martha Newson describes sauna as a ritual space where people can step away from the pace of everyday life and experience genuine connection with others. The study highlights the role of “emotional synchrony” — the feeling of sharing the same moment and experience together.
The results are especially timely as sauna culture continues to grow rapidly in the United Kingdom. According to The Guardian, hundreds of saunas are already operating across the country, and the sector is expected to expand strongly in the coming years. Increasingly, people are seeking out sauna not only for relaxation and recovery, but also for community, presence, and a break from digital life.
Previous research has also linked regular sauna bathing to benefits such as better sleep quality, lower blood pressure, reduced stress, and a lower risk of cardiovascular disease.
There is a moment in a well-held sauna experience where nothing needs to be explained. The heat, the rhythm, the pacing—it all feels understood without instruction. That kind of coherence is not accidental. It reflects a cultural foundation that has been shaped, refined, and carried forward over generations. My work exists in a very different context in the United States—but it began from a deeply personal place… Before founding Longevity Law LLC, I was working as a criminal defense attorney in the U.S. More specifically, I was a Public Defender. It was meaningful work, but also intense, all-consuming, and, at times, traumatizing. During that period, I found sauna.
What began as simple “treat yourself” moments quickly became something far more significant. A practice. It created a consistent point of return—a place where my nervous system could settle, where clarity could re-emerge, and where I could experience a sense of contentment and happiness that had been difficult to access elsewhere. In many ways, sauna gave me the stability and perspective I needed to step back and re-evaluate the direction of my life and my work. It provided enough space—and enough steadiness—for me to find a way out of a professional path that was no longer sustainable. I do not take that lightly. That experience is a large part of why I approach this work with such care. Sauna, as I encountered it, was not a trend or a performance. It was a practice with depth—one that, in other parts of the world, is held with a level of cultural understanding and respect that does not yet fully exist in the United States.
Longevity Law LLC was founded at that intersection: between a practice that has long been understood elsewhere, and a U.S. market that is only beginning to discover it. In the United States, sauna is not yet a fully integrated cultural practice. It is something being rediscovered, reinterpreted, and in many cases, rapidly commercialized. That creates both opportunity and risk. My work is not to define sauna, but to help ensure that, as it grows in the U.S., it is not reduced to a trend—but treated as a practice worthy of both reverence and trust.
The Current Situation in the United States
Over the past several years, interest in sauna and contrast therapy has expanded significantly across the U.S. New bathhouses, mobile sauna experiences, guided rituals, and hybrid wellness concepts are appearing in cities and rural areas alike. Much of this growth is inspired—directly or indirectly—by established traditions abroad including, most notably, Finland. At the same time, the underlying structure surrounding these experiences is still developing. Operators are often building environments that feel compelling and meaningful, but without consistently defined standards around:
how services are described,
how guests are prepared,
how sessions are structured,
and how responsibility & roles are defined.
There is also increasing overlap with adjacent domains such as fitness, hospitality, and mental wellness, which introduces additional complexity in how these offerings are understood by customers, insurers, and regulators. The result is a landscape that is creative and fast-moving—but not yet fully coherent.
Mission
My work is focused on helping bring that coherence into place. At Longevity Law LLC, I advise sauna and contrast therapy businesses on the internal systems, public representations, and operational choices that shape their overall risk exposure. The goal is not to standardize the experience itself, but to strengthen the conditions around it—so that these offerings can grow in a way that is both credible and sustainable. Or, more simply put: to help ensure that meaningful experiences are supported by equally thoughtful structures.
Brand and Approach
The guiding principle behind my work is: Thermal bathing in the U.S. does not need to become sterile in order to be credible. There is a tendency, particularly in emerging markets, to believe that safety and structure require overcorrection—rigid rules, excessive disclaimers, or the loss of atmosphere. I do not see it that way. Instead, I focus on aligning what is being offered with how it is delivered and understood:
ensuring that language matches reality,
that expectations are clear,
and that operators are equipped to hold the experiences they are offering.
The aim is not to reduce the experience, but to make it more trustworthy.
The Role of Finnish Sauna
Finnish sauna culture is not something I approach as a template to replicate. It is something I approach as a reference point for coherence within the U.S. thermal bathing culture. What stands out about the Finnish experience is not just the physical environment, but the shared understanding around it:
how to enter,
how to behave,
how to pace the experience,
and what the space represents.
In the United States, that shared understanding does not yet exist. As a result, businesses are often required to do something different: they must actively communicate and structure what, in Finland, is already culturally understood. My work helps operators think through how to do that responsibly—how to introduce sauna in a way that is clear, respectful, and grounded, rather than superficial or micro-managed.
Types of Projects and Clients
I work with:
sauna and bathhouse operators,
contrast therapy facilitators, and
Thermal bathing retreat and event organizers.
The projects vary, but they often involve businesses that are combining multiple elements—sauna, cold exposure, guided programming, and social experience—into a single offering.
These models can be powerful, but they also require careful consideration of:
roles and responsibilities,
guest preparation,
communication,
and operational consistency.
My role is to evaluate how those pieces fit together—and where they may not.
Most Interesting Work
Some of the most interesting work I’ve encountered involves environments that are intentionally immersive—where the goal is not just physical exposure, but an emotional, spiritual, or psychological experience as well.
In these cases, the questions become more nuanced:
What is being promised?
How is the participant prepared?
What happens if the experience does not go as expected?
Who is responsible for holding that outcome?
Another area of growing complexity is mobile and pop-up sauna operations, which must adapt to different jurisdictions, physical environments, and levels of oversight. In each scenario, the work is less about limiting the experience and more about ensuring that it is supported in a way that is coherent and defensible.
Looking Ahead: The Next Five Years
Sauna in the United States is entering a more serious phase. There is increasing attention from insurers, regulators, and industry organizations. At the same time, there is growing interest in developing more formal standards. From my perspective, this is a natural progression. Established sauna cultures have long benefited from shared expectations and embedded knowledge. As the practice expands in the U.S., new forms of structure will emerge—whether intentionally designed or imposed externally.
My focus is on contributing to that process in a way that:
supports operators,
protects participants,
and preserves the integrity of the experience.
Future Direction and the Finnish Influence
If there is one principle I return to often, it is this: Growth does not require imitation—but it does require understanding. As sauna continues to expand in the United States, there is a responsibility to engage with its origins thoughtfully.
That means:
recognizing what is cultural rather than purely functional,
avoiding oversimplification,
and resisting the urge to repackage something complex into something easily marketable yet incomplete.
At the same time, it also means acknowledging that the U.S. context is different—and that new structures will need to be developed to support how sauna is practiced there. My role is to help shape those structures so that they do not undermine what makes the experience meaningful in the first place.
Closing Thought
The strength of sauna, in any context, comes from more than heat. It comes from the conditions that allow people to enter, trust the experience and receive happiness. In Finland, those conditions are cultural. In the United States, they are still being built.
The article was written in collaboration with our member company Longevity Law LCC.
In Finnish sauna tradition, more than anything else, löyly (steam) defines the whole sauna experience. That is why it is taken very seriously. Löyly is not just the heat and steam rising from the stones but a combination of the warmth, ease of breathing, and the atmosphere as a whole. If löyly is a flop, the whole sauna experience can be ruined.
There are several words that do not have direct equivalents in other languages, such as Wanderlust, fika or l’esprit d’escalier. A deeply rooted word like löyly definitely fits into this group. In English, it is often translated – slightly erroneously – into steam. Technically, it is correct, but it is missing certain associations, ambiance, and hundreds of years’ worth of history. When you say steam, it can refer to the steam rising from a boiling tea kettle, a warm bath, or even a very angry, red-faced person.
But löyly is always connected to the sauna.
Good löyly begins with the right balance of heat, water and sauna stones. Picture: Sauna from Finland
More than steam
In Finnish, besides the steam, warmth and ambiance, löyly can also be the water that is thrown on the sauna heater. Saying “Heitä löylyä.” is a request for more water on the stones. In English, it would be difficult to explain how you would throw steam on the heater.
So, for Finns, the quality of the steam is at the heart of the whole sauna experience – starting with the name itself. And if, upon leaving the sauna, the bather exclaims “Olipa hyvät löylyt!” (literally “What a great steam!”) you know the experience was successful.
The source of happiness
Long-lasting, even steam is the key to a good sauna experience. Tahko / Picture: Mondex
This year’s theme at the World Sauna Forum organized by Sauna from Finland is ‘Happiness’. For the ninth year in a row, Finland has been named the happiest country in the world, and the importance of sauna as a source of joy for the world’s happiest people should not be undermined. Good steam after a busy day or a workout invites the bather to slow down and helps the body and mind to recover. In Finnish sauna culture, happiness is built on this type of simple and quiet presence, not on achievements or performances. Roles, titles, and stress are all left outside the sauna door, and everyone sits on the sauna benches as equals, no matter their age, status, or background.
But a good steam is no accident. Instead, it is a careful balance of several things. The size of the sauna heater, the amount of stones and how they are stacked, how much and how often water is thrown, as well as the air circulation in the sauna all have an effect on the success of the steam. Balanced, soft, and controlled steam feels pleasant and gives the body time to adjust to the heat, breathing is easy, and the warmth spreads evenly throughout your whole body.
Seeking better steam
Soft, balanced steam allows the body and mind to slow down. Rakka / Picture: Mondex
For Mondex, good löyly also means peace of mind. From the very beginning, our purpose has been to offer abundant and long-lasting steam with each of our sauna heaters. We invented the original soapstone heaters that brought something new to the Finnish sauna market: gentle, oxygen-rich steam, thanks to the large soapstone surface that heats efficiently and lets water spread and evaporate evenly, helping create a calm and balanced sauna experience.
This thinking is carried through our entire range and comes together most clearly in Rakka, an electric heater with steam that is as good as in a traditional wood-burning heater. With its distinctive look and patented, casing-free structure, you can throw water on it from any direction and always get a strong, long and moist steam. At the heart of it all is creating a balanced, long-lasting steam by combining the traditional Finnish sauna culture with modern technology, and through sustainable manufacturing, timeless design, and long-lasting, high-quality products, the sauna can be enjoyed for a long time without the need to replace the heater every few years. This kind of ease is what makes good steam – and the sauna itself – a central part of the well-being and happiness of the Finnish people.
The article was written in collaboration with our member company Mondex.
Sustainable Nordic Wellbeing for Professionals – Luhta Home Launches Renewed B2B Sauna Textile Collection
Luhta Home presents its renewed sauna and bathroom textile collection, designed for B2B partners seeking high-quality, sustainable, and authentic Nordic wellbeing solutions. Rooted in responsibility and inspired by Nordic nature, the collection combines durability, functionality, and timeless design.
Luhta Home Pino / Photo: Luhta Home
As a member of the Finnish sauna expertise association Sauna from Finland, Luhta Home is part of a trusted network committed to promoting high-quality and responsible Finnish sauna culture globally. This ensures that partners benefit from products that meet both international expectations and authentic sauna standards.
Sustainability is a key driver in Luhta Home’s product development. By focusing on natural materials, long product lifecycles, and timeless aesthetics, Luhta Home supports its B2B customers in offering responsible choices to their own clients—whether in hospitality, wellness, or retail environments.
Luhta Home Pellava / Photo: Luhta Home
The collection includes a versatile range of sauna and bathroom textiles, from durable terry towels to premium linen-cotton blends. Products such as waffle-structured bath and hand towels, bathrobes, slippers, sauna pillows, and bench covers (Luhta Home Pellava and Pino) are designed for intensive use while maintaining comfort and quality. The linen-cotton blends combine the natural strength and texture of linen with the softness of cotton, resulting in highly absorbent, long-lasting products that improve over time.
Photo: Luhta Home
To support its partners, Luhta Home has introduced a renewed catalogue, Luhta Home for Business, providing B2B customers with a comprehensive overview of the collection, materials, and product options. The catalogue serves as a practical tool for selecting the right solutions for different business needs and customer experiences.
With Luhta Home, B2B partners can offer their clients a complete sauna experience—combining sustainability, Nordic design, and proven quality.
Luhta – since 1907.
Why Mobile Saunas Are the Future of Commercial Wellness
Flexibility, Profitability & the Power of Finnish Engineering
The wellness market is transforming rapidly.
Trends shift. Rent increases. Seasons fluctuate. Permits and locations become
unpredictable.
For commercial sauna operators, the risks of a fixed, constructed sauna are higher than ever.
Mobile saunas are changing that reality – decisively.
And perhaps no sauna builder has advanced this shift more powerfully than Lapelland.
The Problem With Traditional Saunas
A fixed sauna typically requires:
Construction work and a foundation
Contractors and complex permits
Long delays and high upfront costs
Permanent environmental impact
A commitment to one location – whether it works or not
For businesses, this often means years of uncertainty built into a single decision.
The largest Lapelland mobile sauna accommodates up to 20 people. Scalable wellness without the permanence of traditional construction. / Photo: Lapelland
The Lapelland Solution: Agility Built In
A Lapelland Sauna:
Requires no construction
Leaves zero environmental footprint
Avoids permitting delays
Starts earning from day one
Can be relocated instantly
Adapts effortlessly to seasons, trends, and demand
This level of operational flexibility is virtually unheard of in sauna wellness.
Lapelland mobile saunas are ready for business from day one, with no construction work or foundations required. / Photo: Lapelland
When the Market Shifts, You Shift With It
With a Lapelland sauna, you’re never locked in.
If:
A location contract ends
A better opportunity appears
Seasonal traffic changes
Rent increases
Demand spikes
You want to test a new market
You need to expand or relocate
…you adapt instantly.
You should never have all your eggs in one basket.
Mobile saunas eliminate that risk – and turn mobility into a competitive advantage.
A mobile sauna makes your sauna business truly flexible—move effortlessly as seasons or demand change. / Photo: Lapelland
For Private Owners: Effortless Wellness, Zero Compromise
Across Europe, families choose Lapelland because they want:
An authentic Finnish sauna
No construction chaos
No property damage
No hidden costs
Full freedom to relocate
It is the simplest, most effortless way to enjoy a real Finnish sauna at home.
For Commercial Operators: The Ultimate Wellness Asset
The authentic Finnish sauna experience, designed for modern living and flexible commercial use. / Photo: Lapelland
Mobile saunas excel in:
Private rental businesses
Social sauna and sauna rituals
Hotels, resorts & lodges
Festivals & events
Tourism destinations
Sports & recovery centers
Seasonal or rotating locations
Pop-up wellness ventures
Authentic, portable, and profitable from day one.
The Future of Sauna Wellness Is Flexible
Lapelland is nearing 2,000 delivered saunas and cabins across Europe and beyond.
It is clear this isn’t a trend – it’s a redefinition of how sauna culture is built, operated, and
experienced, and it is just gaining momentum.
A Lapelland sauna doesn’t mean constant movement.
It means never being stuck.
Freedom over limitations. Sauna wellness built for real-world conditions.
Lapelland is proud to be part of the Sauna from Finland network, committed to bringing
genuine Finnish sauna culture to the world.
Ready to Start or Transform Your Wellness Business?
World Sauna Forum 2026 will begin in Jyväskylä with an inspiring Opening Keynote Day, now available as a separate ticket for a wider audience.
Finland has been named the world’s happiest country for nine consecutive years. And yet, Finns have not changed their way of life to achieve this — they have simply continued doing what they have always done. That, perhaps, is the point.
On the opening day of the 8th World Sauna Forum, The Sauna Knows: New Conversations on Happiness, an exceptional group of scientists, storytellers and cultural voices come together to explore what happiness truly means — beyond rankings, trends and optimisation. What does research tell us? What can ancient traditions teach us? And what happens when we sit with the question in the quiet heat of a sauna?
Taking place on Tuesday, June 9 at Jyväskylä Paviljonki, the day moves seamlessly between disciplines, perspectives and experiences. From the cardiovascular research of Jari Laukkanen to the cultural insights of Mikkel Aaland, from Justyna Turek’s global Saunthropology perspective to Jasper Pääkkönen’s lived Finnish experience, the programme brings together voices that connect science, culture and everyday life.
Throughout the day, participants will experience a dynamic programme of keynote talks, discussions, films and immersive moments. The full speaker lineup is available on the World Sauna Forum website.
Jari Laukkanen at the World Sauna Forum 2025
Opening Keynote Day offers a unique opportunity to take part in a global conversation on wellbeing and the meaning of happiness — in the country where sauna is part of everyday life.
The ticket includes access to the full programme, SaunaChannel film screenings, interactive content experiences, and refreshments throughout the day.
Please note: If you have purchased the full 3-day World Sauna Forum ticket, this Opening Keynote Day is already included and no separate ticket is required. This separate ticket is designed especially for those who are not attending the full event but wish to join the main seminar day.
Opening Keynote Day tickets are now available – Welcome to experience where happiness begins.
Lapuan Kankurit: How to Care for Sauna Textiles Properly
With the right care, our sauna textiles will stay beautiful and functional for a long time.
Always use a sauna cover in the sauna — it protects the porous wood surfaces and is easy to clean. It’s much simpler to wash a textile than to scrub the benches themselves, and regular use of a sauna cover reduces the need to clean the benches. Made from natural materials, the cover also stays pleasantly cool against the skin, even when the benches heat up. What could be better than sitting on a fresh, clean sauna cover in a warm sauna?
Photo: Lapuan Kankurit
Photo: Lapuan Kankurit
Linen has been used in Finnish textiles for centuries — especially in sauna products — thanks to its durability and practicality. Linen absorbs moisture efficiently but also dries quickly, making it the perfect sauna material. It feels pleasantly cool and soft even when damp, as it breathes well and doesn’t become clammy. Linen’s smooth, dense fibre structure prevents dirt from penetrating deeply into the fabric. Dirt stays on the surface, making it easy to wash off — another reason linen is so user-friendly.
Do not leave the sauna cover to dry on the sauna bench. Sauna textiles should be washed regularly — ideally after each use. Sweat and soap residue can damage the fibres if left to sit for too long.
Because frequent washing is necessary, it’s wise to choose durable natural materials and products with high-quality finishing. Good finishing ensures that the textile maintains its shape and lasts wash after wash.
Photo: Lapuan Kankurit
Photo: Lapuan Kankurit
A linen-cotton blend is an excellent, low-maintenance choice. It feels soft against the skin and can withstand machine washing at 60°C when needed. For lightly used textiles, 40°C is usually enough, but heavier use may require a hotter wash.
Linen sauna textiles dry quickly. After a gentle spin cycle, hang them to dry stretched out on a line — not in a tumble dryer. This helps prevent deep creases and ensures the textile is ready for your next sauna session in no time. For a more polished look, you can iron the textile damp and flat.
Text by Lapuan Kankurit
New Study Shows Sauna Activates the Immune System – Researcher Jari Laukkanen to Speak at World Sauna Forum
A newly published scientific study adds to the growing body of evidence supporting the health benefits of sauna bathing. The research shows that even a single session in a Finnish sauna can activate the body’s immune system—offering new insight into why regular sauna use is linked to long-term health benefits.
One of the leading researchers behind this work, Professor Jari Laukkanen, will be sharing his latest findings at the upcoming World Sauna Forum, bringing cutting-edge science directly to an international audience.
Sauna as a Biological Stimulus
The study, published in 2026, examined how a 30-minute session in a traditional Finnish sauna (approximately 73°C) affects the human body. Researchers measured participants’ blood markers before and after sauna exposure.
The results were clear:
The number of white blood cells increased significantly
Key immune cells, including neutrophils and lymphocytes, were activated
Changes in inflammatory and immune signaling molecules (cytokines) were observed
These findings suggest that sauna bathing acts as a controlled physiological stressor, triggering beneficial responses in the body—similar in some ways to moderate physical exercise.
Understanding the “Why” Behind Sauna Health Benefits
Previous long-term studies have linked regular sauna use with:
Reduced risk of cardiovascular diseases
Lower mortality rates
Improved overall wellbeing
This new research helps explain why these associations exist. The increase in body temperature during sauna bathing appears to play a key role in activating immune and inflammatory pathways that support health.
From Research to Global Stage
Professor Jari Laukkanen is internationally recognized for his extensive research on sauna and cardiovascular health. His work has been instrumental in bringing scientific credibility to what Finns have long understood through experience.
At the World Sauna Forum, Laukkanen will present the latest scientific insights into how sauna affects the human body, including immune function, cardiovascular health, and longevity.
The event gathers sauna professionals, researchers, and wellbeing experts from around the world—creating a unique platform where tradition meets science.
Jari Laukkanen on stage at World Sauna Forum 2025
A Timely Conversation
As global interest in wellness, resilience, and preventive health continues to grow, sauna is increasingly seen not just as a cultural practice, but as a powerful health intervention.
This latest study reinforces that perspective.
Sauna is not only about relaxation—it is a biologically active experience that engages the body’s natural defense systems.
And now, thanks to researchers like Jari Laukkanen, we are beginning to understand exactly how.
Finland & World Sauna Forum – THE Place to Be for the Global Sauna Industry
Why Should an International Company Join the World Sauna Forum?
The Finnish sauna is gaining global momentum like never before. The World Sauna Forum, held in Jyväskylä, Finland on June 9–11, 2026, brings together the international sauna and wellness industry for inspiration, business opportunities, networking, and authentic Finnish sauna experiences.
This is where global professionals, companies, and experts meet to explore the future of sauna and wellbeing.
Meet the Right People in the Right Setting
The World Sauna Forum is not just an event—it is a place to connect with key industry players, potential partners, clients, and innovators from around the world.
In 2025, the Forum welcomed over 500 participants from 36 countries, making it one of the most relevant international meeting points in the sauna and wellness sector.
Gain Visibility in a Growing Global Market
If your company operates in sauna, wellness, hospitality, construction, design, or experience services, the Forum offers a unique opportunity to position your brand in a rapidly growing market.
The Sauna & Wellness Market brings together exhibitors, buyers, and industry professionals in a setting designed for real interaction and business development.
Matchmaking That Drives Real Business
At the World Sauna Forum, networking is structured and purposeful. Participants can book 20-minute one-to-one meetings with potential business, technology, and research partners.
This is not just about exchanging business cards—it’s about creating real partnerships and generating concrete business opportunities. Through collaboration with Enterprise Europe Network, participants gain access to modern tools for networking and scheduling meetings even before the event begins.
Learn Where the Market Is Heading
The program offers valuable insights into key international markets such as the UK, North America, Australia, Korea, and Japan.
You will hear from leading experts—CEOs, researchers, architects, sauna builders, and wellbeing professionals—sharing their knowledge, case studies, and vision for the future of sauna.
Experience Finnish Sauna Where It Truly Belongs
For many international participants, one of the most valuable aspects of the Forum is experiencing Finnish sauna culture in its authentic environment.
The event combines business and culture in a unique way. The atmosphere is relaxed, conversations flow naturally, and connections deepen beyond formal meetings. In the sauna, discussions happen that simply wouldn’t take place in a conference room.
Participants can also join curated pre- and post-tours, including exclusive sauna destinations not normally accessible.
Now Is the Time to Be Part of It
The global interest in sauna and wellbeing is growing fast. The World Sauna Forum 2026 offers a unique opportunity to become part of this movement—connect, learn, and grow your business in the heart of Finnish sauna culture.
World Sauna Forum 2026 Jyväskylä, Finland | June 9–11, 2026 More information: worldsaunaforum.com
Original Sokos Hotel Arina’s Guest Saunas Renewed – A Certified Finnish Sauna Experience Attracts More Visitors
The guest saunas Original Sokos Hotel Arina now offer an even higher-quality and more versatile sauna experience. The hotel’s saunas have been awarded the prestigious Authentic Finnish Sauna Experiencequality certificate by Sauna from Finland, recognizing a high-standard and genuinely Finnish sauna experience.
The popularity of sauna sessions has grown significantly, and hotel guests can now book private sauna sessions also during the daytime. The daytime sauna is available from 10:45 AM to 4:30 PM, offering a relaxing break in the middle of the day.
The women’s sauna area was renovated a few years ago and pampers visitors with elements such as foot baths, tea, birdsong, and even the possibility of sauna yoga. Now, the most significant upgrades have been made to the men’s sauna, where guests can enjoy a new cold plunge pool, high-quality surface materials, and an improved changing room. The experience combines heat and cold in a refreshing way—the contrast between sauna heat and cold immersion provides an effective method for relaxation and recovery.
Additional comfort is provided by the option to order drinks directly to the sauna via QR code from the VENN wine bar, completing the experience.
A Quality Label That Guarantees an Authentic Finnish Sauna Experience
The Authentic Finnish Sauna Experience certificate, granted by Sauna from Finland, is based on strict quality criteria defined in the Finnish Sauna Experience Handbook. The certification is awarded to sauna services that meet high standards in areas such as overall experience, cleanliness, safety, and authenticity of Finnish sauna culture. Its mission is to make the Finnish sauna the best wellbeing experience in the world.
The saunas at Original Sokos Hotel Arina are an excellent example of this: they combine traditional Finnish sauna culture, modern facilities, and customer needs into one holistic and memorable experience.
Sauna Aromatherapy – 7 Sauna Scents and Their Effects on Mind and Body
Sauna is widely known as a place for relaxation, recovery, and wellbeing. When natural scents are added to the steam, the sauna experience becomes even more immersive and multi-sensory. According to aromatherapy, different plant-based aromas and essential oils may influence both the body and the mind.
Heat and steam intensify the effect of scents in the sauna, allowing aromas to spread gently throughout the room. The right sauna scents can refresh the body, calm the mind, support breathing, or elevate mood.
Here are seven commonly used sauna aromas and their traditional effects in aromatherapy.
What are the effects of eucalyptus in the sauna?
Eucalyptus is one of the most popular sauna scents. Its fresh and cleansing aroma is known for helping open the airways and creating a refreshing atmosphere.
In aromatherapy, eucalyptus is believed to:
refresh and purify the air
help relieve symptoms of respiratory infections
support the nose, sinuses, and throat
boost the immune system
ease muscle tension and pain
Eucalyptus is generally recommended for occasional use with children.
On a cool Canadian evening, a cedar sauna glows warmly beside a quiet lake. As the door opens, a wave of heat and the natural aroma of wood surrounds you. Water is poured over hot stones, releasing a soft burst of steam-löyly-that gently fills the room. Time slows. Conversation becomes effortless. Stress fades. This is not just heat—it is an experience rooted in tradition, connection, and wellbeing.
This is what Leisurecraft is built to deliver.
Photo: Leisurecraft
Our Story
Leisurecraft is a Canadian manufacturer of premium outdoor wellness products, founded with the vision of bringing authentic sauna experiences to more people. Built using sustainably sourced cedar and designed for durability, our products reflect both craftsmanship and performance. Over the years, Leisurecraft has grown into a globally recognized brand, trusted for quality, design, and a deep respect for sauna tradition.
The Sauna Market in Canada and North America
In North America, the sauna market has evolved significantly. What was once considered a niche product is now part of a broader shift toward home wellness and outdoor living. Consumers are investing in backyard spaces that support relaxation, recovery, and mental wellbeing. Saunas are no longer seasonal-they are becoming part of a daily routine. This trend reflects a global movement toward more intentional and experience-driven lifestyles.
Our Mission & Brand
Our mission is to make premium sauna experiences accessible and enjoyable, helping people relax, recover, and reconnect. Leisurecraft stands for authenticity, craftsmanship, and wellness. We are not simply selling saunas-we are helping shape how sauna is experienced in modern life.
Photo: Leisurecraft
The Finnish Sauna Influence
The Finnish sauna tradition is central to our philosophy. We emphasize the essential elements that define a true sauna experience: quality heat, löyly , proper airflow, and thoughtful bench design. Our goal is to honor these traditions while making them accessible to a global audience.
Our Projects & Markets
Leisurecraft serves a wide range of customers, including homeowners, resorts, spas, and wellness retreats. Our products are found in backyards, cottages, luxury developments, and hospitality environments around the world. From residential installations to wellness projects, we focus on creating spaces that deliver both function and experience.
Looking Ahead
Over the next five years, Leisurecraft is focused on expanding globally, strengthening partnerships, and continuing to innovate in outdoor wellness. We see strong growth in integrated wellness spaces that combine sauna, cold therapy, and outdoor living.
At the same time, we are committed to preserving the authenticity of the sauna experience through education and thoughtful design. As the global sauna market grows, our focus remains clear: not just to build more saunas, but to elevate how they are experienced.
Photo: Leisurecraft
Conclusion
The sauna is more than a product-it is a ritual. A place to slow down, reconnect, and feel better.
At Leisurecraft, that experience is at the heart of everything we do.
Join our mailing list!
We'll email you valuable sauna information
Strategic partners
Vision
The Sauna from Finland network is the world’s leading network for the authentic Finnish sauna experience, with a presence in key global markets.
The Finnish sauna is the world’s most fascinating and best wellness experience.
Mission
We promote the authentic Finnish sauna experience responsibly and professionally, through networking and enabling commercial cooperation.
We are an expert, approachable, and leading network in the sauna industry.
Purpose
Sauna from Finland - The Authentic Experience
Our multidisciplinary sauna expertise network works together to ensure that the authentic Finnish sauna experience is recognized internationally, continues to live and evolve, and serves as a source of wellbeing, health, and happiness.
