World Sauna Forum Is All About Well-Being and Business

In September, Sauna from Finland association is organizing World Sauna Forum –event in Jyväskylä. World Sauna Forum gathers together the Finnish sauna companies in a completely new way, offering also a unique chance for international networking.

World Sauna Forum aims to grow to be the world leading sauna and well-being event. The event is a display to the versatile world of the Finnish sauna: ideas, networking and business. There will be a comprehensive sauna experience exhibition, where you can explore the latest sauna products, such as saunas, stoves, textiles, hot tubs and sauna innovations.

The visitor will have a concrete sauna experience because saunas and hot tubs will be heated up in the event. After sauna the experience can be completed with different beverages and food.
– Sauna brings people well-being, relaxation and balance to a hectic life, this is the message we want to spread across the world. World Sauna Forum strives to be a unique and versatile event, that will gather together different sauna operators, says Carita Harju, Executive Director of Sauna from Finland.

Companies will form an essential part of the event. Main partners of World Sauna Forum are Harvia, Helo and Arctic Travel Boutique. City of Jyväskylä is also one of the partners.

– Finnish sauna business is thriving. Business is growing and internationalisation is strong due to new complete sauna solutions, enlightens Tapio Pajuharju, the Group CEO at Harvia, who is one of the speakers in the seminar.

Hygge –author Meik Wiking as the keynote speaker

The keynote speaker of the event is Meik Wiking, the CEO of the Happiness Research Institute, and a bestseller author. His best known book is the Little Book of Hygge, The Danish Way to Live Well. It has been translated to 27 languages and has sold million copies.

– Hygge is all about being present, enjoyment, harmony, comfort, relaxation, peace and being together. The values of hygge are very similar to the values of the Finnish sauna experience, notes Harju.

Wiking arrives to World Sauna Forum to speak about the relation of hygge and Finnish sauna, including discussing whether sauna has anything to do with happiness.

As a company case, the seminar guests will hear for example how Original Sokos Hotel –chain has chosen sauna experience to be a strategic competitive advantage and how the quality of their saunas has been improved to meet the Sauna from Finland quality criteria.

– There has been a demand for World Sauna Forum. As the world’s leading sauna country we need an event, where we can invite international guests from all around the world. At the moment there is a real international interest towards Finnish sauna. What could be greater than to invite international guests here on the Finland 100 years –jubilee to explore the Finnish sauna. Jyväskylä is the world’s sauna capital and offers an exceptional setting for getting to know first-class, certified sauna attractions, Harju states.

World Sauna Forum is arranged now for the first time and aims to be a significant annual meeting place for operators in the sauna field all over the world. World Sauna Forum is organized as a part of the Hygge2017 –lifestyle event that takes place in the Jyväskylä Paviljonki.

The goal of Sauna from Finland –network is to create the best Finnish sauna experience in the world. Members of the network foster this goal with their products, services and expertise. There is already over 160 companies in the growing network.

More information:

Executive Director Carita Harju, +358 40 566 2481,

Read more about Hygge2017 – lifestyle event:

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Satu Freyberg

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Strategic partners

  • Harvia Sauna & Spa
  • Interbad
  • Visit Jyväskylä
  • Sokos Hotels
  • Sauna Capital Tampere