It is hard to believe that more than a year and a half has passed since I was ceremoniously handed the ambassador’s ladle by Jake Newport at the World Sauna Forum 2024. Taking on this role as a Finnish-Canadian has been one of the greatest honors of my life. Since June 2024, I have had the privilege of witnessing firsthand how the sauna experience is evolving from a unique Finnish tradition into a cornerstone of the global wellness movement.
Reflecting on a Global Journey
My first year as Ambassador was a whirlwind of activities and connections. From the shores of Jyväskylä to the buzzing halls of Interbad in Stuttgart and the UK Sauna Summit in London, I have seen a clear shift: people are no longer just asking what a sauna is—they are asking how can they ensure that it remains authentic. We have moved beyond the “hot room in the gym” era. Today, the world is hungry for the high-quality, sensory-rich experience that only an Authentic Finnish Sauna can provide.
The 15th anniversary of Sauna from Finland in 2025 was a personal highlight for me. Seeing our network grow to over 230 member companies across 24 nationalities proves that our mission—to protect and promote the core values of Finnish sauna culture—is resonating louder than ever.
The “North American Wave”
Specifically here in North America, we are experiencing a true “Sauna Renaissance.” It’s no longer just about the heritage in places like Northern Ontario or Minnesota; it’s a continent-wide movement.
- The Rise of Public Social Saunas: We are seeing a surge in authentic public sauna projects. From urban “sauna circuits” in Chicago to world-class Nordic spas in Canada, the focus has shifted toward community and social bathing.
- National Sauna Week: Events like National Sauna Week have reached record engagement, showing that North Americans are ready to embrace the “Power of Hot and Cold” even in the depths of winter.
Looking Ahead to 2026
As we look toward the World Sauna Forum 2026, my goal is to continue bridging the gap between Finnish expertise and global enthusiasm. We are seeing more “Sauna Diplomacy” than ever—using the heat of the sauna to spark honest conversations about wellness, community, and address modern problems—specifically the epidemic of stress and social isolation.
As I retreat to my own home sauna, I am reminded that while the technology and the markets change, the feeling remains the same. Whether you are in a lakeside cottage in Finland or a rooftop in New York, that first hit of löyly is a universal language of peace and tranquility..
Thank you for your trust and your shared passion. Let’s keep the stones hot and the traditions alive.
Hyviä löylyjä!
Alan Jalasjaa Sauna Ambassador, Sauna from Finland
