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.
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
