In the end of September 2018 almost 200 people gathered together in Jyväskylä to talk about the Finnish sauna experience in the international markets. We got to enjoy interesting talks and topics, memorable encounters, and a warm atmosphere with a shared excitement towards the sauna. In addition to a wide representation of our network, we had the pleasure to host guests from 10 different countries. World Sauna Forum also raised a lot interested among the international media representatives, who interviewed many people and experienced the varied aspects of the Finnish sauna. Scroll photos from the event from our gallery.

We will soon announce the date and the location for World Sauna Forum 2019!

World Sauna Forum is the biggest networking event around the Finnish sauna experience and its internationalization. It plays a significant role in promoting the collaboration between companies from Finland and all over the world by gathering everyone together and both offering current knowledge about the topic and helping people to meet each other to discuss about the future ideas and co-operations. That’s why we want to keep on organizing the event in the future. See you next year!


Thursday 27th September, 2018

14.00 | Tour at Harvia (participant amount limited)

16.00 | Welcoming event and sauna experience at Hotel Alba (participant amount limited)

Friday 28th September, 2018

Location: Aalto Hall (Address: Kauppakatu 30, 40100 Jyväskylä)

8.00 | Morning run (optional)

9.00 | Morning sauna at Sauna of Light (optional)

9.30 | Registration & Matchmaking starts

11.00 | Optional lunch

12.00 | Welcoming words

12.10 | Tommi Lindh: Alvar Aalto & sauna

12.30 | Leena Turunen: Finnish sauna experience as a part of hotel business

12.50 | Johnny Wärnelöv: Finnish sauna experience in Sweden

13.10 | Networking, Matchmaking, coffee and snacks

14.00 | Terhi Pesonen: Sauna and beauty business

14.20 | Ilkka Länkinen: Finnish sauna experience as a part of adventure tourism

14.40 | Jake Newport: Authentic Finnish Sauna: Why it’s important that we build ‘proper’ saunas & should we create international standards?

15.00 Networking, Matchmaking, coffee

15.45 | Panel Discussion: Finnish sauna experience in the international markets

16.15 | Ending words

Optional programme

16.30 | Bus to Varjolan tila (International Guests)

17.00 | Sauna experience at Sauna of Light pop up (20€ per person)


Johnny Wärnelöv

TylöHelo World Group

Terhi Pesonen

Head of R&D (skin care)

Jake Newport

Managing Director
Finnmark Ltd

Ilkka Länkinen

CEO & Founder
SantaPark Ltd

Leena Turunen

Area General Manager
Lapland Hotels

Tommi Lindh

Alvar Aalto Foundation

Panel Discussion

Original Finnish sauna experience in the international markets

Tapio Pajuharju

Group CEO

Nicoline Zarda

Owner & Managing Director
ALATI Onlineshop

Gitte Merrild

Journalist & Tourist Guide
In Copenhagen, Denmark

Jean-Baptiste Billet

Sauna Consultant
In Annecy, France

Sho Yoshinaga

Metos Inc.

Emi Sato

Manager of Sauna Soppi
Metos Inc.


Ivan Puopolo


Ticket price includes:

Friday 28th September: Morning run and yoga and networking event

Would you like to visit Harvia, the world’s leading heater, sauna, and a sauna interiors manufacturer in Finland? We’re organizing a tour to their factory on Thursday 27th before the welcoming event. The tour is +30 euros to the ticket price (transportation fee). The participant amount is limited, so be quick! Sign in with the registration form or send a email afterwards to elina@saunafromfinland.fi.

Click the ticket to register!







We recommend you quality accommodation while enjoying our event to make your trip as effortless as possible.


Sokos Hotel Paviljonki offers rooms for World Sauna Forum visitors for a great price. One person room is 128€/night and two persons room 138€/night. Sokos Hotel Paviljonki is located around 0,6 km from the main event venue and 2 km from the welcoming event venue. Sauna from Finland has granted an Authentic Finnish Sauna Experience quality certificated for the sauna of the hotel. The recently renewed sauna has a great view to the beautiful Lake Jyväsjärvi.

Hotel Alba is located by the lake Jyväsjärvi. World Sauna Forum visitors get to enjoy breathtaking views during the welcoming event (included in limited amount of tickets) on Thursday 27. If you wish you to prolong your stay at the beautiful venue (and we definitely recommend this!) Alba also offers rooms for a special price! Economy one person room 92€/night, standard one person room 98€/night, standard two person room 120€/night and superior one person room 108€/night. Remember to mention World Sauna Forum when booking the room.

Visiting Jyväskylä

World Sauna Forum 2018 is organized in beautiful Jyväskylä, city of over 140 000 inhabitants located in Central Finland. Did you know that Jyväskylä is a craddle of education and every third person you pass on the street is a student? And that two of the seven UNESCO World Heritage Sites in Finland are in the Jyväskylä region? Read all the interesting facts here.

Top landmarks

Wondering how to spend you time in Jyväskylä beside enjoying saunas and networking at World Sauna Forum? How about a visit to Unesco World Heritage sites or the Art Museum? Check out Jyväskylä’s top landmarks here!

Region of beautiful scenic views

Jyväskylä is located in Central Finland, which has multiple places with breath-taking scenic views. For example you can see the whole city center and more from the Vesilinna (“Water Castle”) observation tower on top of the Harju Ridge. See all the places here.

Restaurants & cafés

Jyväskylä has something for everyone from local specialities to international delicacies. You can choose between fast food and long, enjoyable evenings of taste sensations in award-winning restaurants. We also have a rapidly increasing number of cafés with creative selections of delicious pastries and lunches. Find out where to drink and dine here.

Capital of Alvar Aalto

Jyväskylä is the capital of Alvar Aalto, the world famous Finnish architect. This year is the 120th celebration year of Aalto, and Jyväskylä has several buildings designed by him. (for example Aalto Hall, in which World Sauna Forum is organized!). Check out all the Alvar Aalto buildings here.



In 2016 an idea was born while relaxing in the hot steam of a sauna: a big networking event for sauna businesses from all over the world to strengthen the international markets of the Finnish sauna. Businesses would get a chance to meet each other to discuss about the market potential and latest research of sauna, and also ideas for the future. This would help in the development of the world’s best sauna experience and promote the unique and original Finnish sauna internationally.

In 2017 around 200 sauna and wellbeing professionals gathered together in Jyväskylä, Central Finland, to hear about the latest news, trends, and research around Finnish sauna. The day was memorable and full of new encounters: new partnerships were formed, ideas exchanged, saunas and products tested. Finnish sauna grew stronger roots both in Finland and abroad.

Now in 2018 World Sauna Forum is organized again on 28th September in Jyväskylä. The programme consists of speakers, panel discussion, networking, experiences and of course sauna. Participants get to hear about the latest news and trends on sauna and wellbeing markets. The goal is to have an memorable day full of new encounters, networking, and wellbeing. The day is full of opportunities to meet potential business partners and exchange ideas.

World Sauna Forum is organized by Sauna from Finland, a network of already 180 companies working for the authentic Finnish sauna experience. Members of Sauna from Finland are developers, pioneers and visionaries of the field. The member network includes stove manufacturers, consumer goods and services providers, accommodation and entertainment facilitators, wellness and design companies and other associations.

From the very beginning the association has been ambitious in creating new innovative business models, renewing marketing strategies and helping the companies succeed in the international markets. It also assists hotels and spas all around the world to implement an authentic Finnish sauna experience – from beginning to end.


Elina Heininen
Project Coordinator
Tel. +358 40 024 3026

Carita Harju
Media Contacts
Tel. +358 40 566 2481

Heidi Ruotanen
Press Material
Tel. +358 44 201 6582

World Sauna Forum
Väinönkatu 7
40100 Jyväskylä, Finland

Sauna from Finland

Sauna from Finland association is a network of companies
working for the authentic Finnish sauna experience.

Read more >