Programme

June 4-6, 2025 @ Jyväskylä, Finland

WHAT TO EXPECT?

World Sauna Forum brings a great group of sauna companies, cooperating partners and clients internationally to The Sauna Region Of The World, Jyväskylä, Finland.

Main Event Day 1:
Wednesday, June 4th

Main Event Day 2:
Thursday, June 5th

Sauna Evening:
Friday, June 6th

Side Events:
June 1st, 2nd, 3rd, 6th, and 7th

Main Event Day 1:
Wednesday, June 4th

Main Event Day 2:
Thursday, June 5th

Sauna Evening:
Friday, June 6th

Side Events:
June 1st, 2nd, 3rd, 6th, and 7th

Tuesday, June 3rd	Wednesday, June 4th	Thursday, June 5th	Friday, June 6th
Saunatrips of your choice	Crazytown + Sataman Viilu	Sataman Viilu	Saunatrips of your choice
Different pretours The Ultimate Smoke Sauna Day Guided tour at The Muuratsalo Experimental House	Main Event Day 1 Speakers Workshops Matchmaking Saunaparty	Main Event Day 2 Sauna Wellness & Market Saunaparty Matchmaking Workshops	Day Tupaswilla The World’s Largest Smokesauna Serlachius Museum Sauna Sauna, Swim & Architecture – A True Finnish Experience at AaltoAlvari Evening Sauna Evening at Savutuvan Apaja

A more detailed program will be announced later.

Find out event details from the tabs below!

DAY 1 /
Thursday 6th of June 2024

DAY 2 /
Friday 7th June 2024

Side events

DAY 1 /
Thursday 6th of June 2024

DAY 2 /
Friday 7th June 2024

Side events

Sauna from Finland reservers the right to changes in the programme.

Seminar Host

Becky Pelkonen

Seminar Host

Becky is a sauna entrepreneur and sustainability educator driven by a passion for authentic Finnish traditions and community building. Based in the Rocky Mountains of BC, she and her Finnish husband run a forest farm and sauna company, crafting spaces that connect people to nature and each other.

With a Master’s in Responsible Tourism Management and 20+ years in Indigenous and rural development, business, and ecotourism, she applies her expertise to designing regenerative tourism initiatives, promoting local economies, and creating authentic wellness experiences. A dedicated community leader, Becky believes that sauna is for everyone and that innovation and development can thrive when rooted in culture

Kamu Sauna

Instagram

Speakers

Jari A. Laukkanen

Cardiologist and researcher

The Evidence-Based Benefits of Finnish Sauna in Extending Healthspan

Jari A. Laukkanen is a cardiologist and researcher hailing from Jyväskylä, Finland, and holds the position of Professor of Internal Medicine at the University of Eastern Finland. His research focuses on the of lifestyle factors in cardiovascular disease prevention. His research interests prominently feature the health benefits of sauna bathing, a topic he has extensively studied.

Dr. Laukkanen's research has shed light on the positive impacts of regular sauna use on cardiovascular health, including improved endothelium-dependent dilatation, reduced arterial stiffness, and a decreased risk of fatal cardiovascular events. His work has been instrumental in highlighting the potential preventive benefits of saunas in reducing the risk of various health conditions, such as Alzheimer's disease and cardiovascular diseases. Through his pioneering research, Dr. Laukkanen has significantly contributed to the emerging science of saunas and their potential therapeutic applications for improving overall health and well-being.

Robert Hammond 

President & Chief Strategy Officer

Currently Robert is the President & Chief Strategy Officer for Therme Group US, where he spearheads initiatives to introduce large-scale bathing facilities across the United States. He is also the Founder of Culture of Bathing, a platform dedicated to enthusiasts and the curious alike who share a passion for the art and culture of bathing.

Before joining Therme Group US, Robert co-founded and served as the Executive Director of the High Line for over two decades. In collaboration with Joshua David, he led the transformation of an abandoned elevated railway line in Manhattan into an iconic urban park, now celebrated worldwide.

Under his leadership, the High Line grew to become one of the most beloved public spaces in the United States, attracting eight million annual visitors annually with its innovative design, public art program, and community programming. Inspiring adaptive reuse projects around the world, he also created the High Line Network to foster community and share best practices among leaders of other infrastructure renewal projects. He was also instrumental in building youth and educational partnerships to engage young New Yorkers as environmental stewards and civic leaders. He has won over two dozen national and international awards for his work.

A certified Vedic meditation teacher, Robert has served as a consultant or advisor for myriad companies and organizations, including the Times Square Alliance, Alliance for the Arts, and the National Cooperative Bank. He served as an ex-officio member of the Metropolitan Museum of Art’s Board of Trustees, as well as Liberty Expedia, a formerly publicly traded travel company. He currently serves on the boards for Little Island, Sauna Aid, The Light Inside, Penn Center for Neuroaesthetics, Grounded Solutions Network, and the San Antonio Museum of Art.

Therme Group US 

Culture of Bathing

Dai Matsuo
& Daisuke Akiyama

Professional "SAUNNERS” and founders of ttne

Dai Matsuo, he is a professional "SAUNNER” who produces sauna facilities nationwide.He is called "Totonoe-Oyakata" (master of sauna) because he has guided more than 1,000 sauna guests, including executives and celebrities, to a state of sauna comfort and relaxation (aka Totonou in Japanese).

With a desire to establish a sauna culture that is accepted by a wide range of people, especially young people, he established TTNE, a brand specializing in saunas, with Daisuke Akiyama. He started product sales as an official distributor of "HARVIA”, the world's No.1 sauna equipment maker. He later became the world's first "HARVIA Global Ambassador". He has been working on rebranding sauna in Japan while expanding his activities in various genres in the sauna world.

Representative sauna projects include "Suiden Terrace," a collaboration with world-renowned architect Shigeru Ban, who was awarded the highest honor in the world of architecture. More recently, he produced the world's first and only sauna in a baseball stadium, "tower eleven onsen & sauna," at Nippon Ham's new stadium, Escondido Field Hokkaido, where visitors can enter while watching a baseball game, which gained a huge exposure.

Daisuke Akiyama is a professional "SAUNNER” while running a branding and promotion company focusing on events. In his 20's, he discovered sauna and experienced various saunas around the world, and became known as a "Sauna-Shisho"(Sauna Master) as he shared the wonderful world of sauna. He has produced "Tokyo Girls Collection," one of Japan's largest fashion festivals, and overseen for the outdoor music festival "ULTRA JAPAN". He is a leading figure in the Japanese sauna industry. He established TTNE, a brand specializing in saunas, with Dai Matsuo.

Representative sauna projects include "SANA MANE/SAZAE" in Naoshima, a sacred place of art, created in collaboration with Kengo Kuma & Associates, and they all continue to stimulate sauna culture in Japan. Recently, his activities caught the attention of ”HARVIA”, the world's No. 1 sauna brand from Finland, and he became the world's first global ambassador of ”HARVIA”. While expanding his activities to the world, he not only sweats in the sauna every day but also sweats for the sauna.

TTNE

Instagram

Emma O'Kelly

Author & Journalist

The Sauna Boom in the UK and where Finnish traditions fit in

Emma O'Kelly is the author of two books on sauna culture. Her new book Wild Sauna came out in May 2025 and is a guide to saunas of the UK.

In 2023 she published Sauna - the Power of Deep Heat with Finnish photographer Maija Astikainen. She is also a journalist who has worked with Wallpaper magazine for 25 and she lives in London.

Hanna Markuksela
& Heikki Huovinen

head of psychology & head of performance

Heat, cold and water as nervous system regulators

In this keynote, we'll dive into the science (and a little magic) of using heat, cold, and water in different forms to keep your nervous system happy and healthy. From the sauna to cold plunges, we’ll share how ancient and modern methods are applied in elite sports and everyday performance and recovery. You'll learn why playing with temperature isn't just for the pros — it’s a secret weapon that everyone can benefit from. Whether you're chasing a personal best, building mental resilience or just trying to survive Monday mornings, we’ve got you covered with practical, research-backed tools.

Hanna trains coaches to master nervous system regulation and stress management techniques. As a psychologist and trauma therapist, Hanna has worked with thousands of clients and is also the author of two books. She brings a strong scientific and practical approach to all her keynotes, sharing stories about diverse types of nervous systems and providing actionable tips you can start using right away.

Heikki is a mental coach and exercise physiologist who believes that the individual’s best performance is achieved through rest, not by constant overachieving. Heikki has reached this conclusion through 15 years of versatile coaching experience and a broad multidisciplinary educational background. He has coached Formula 1 and Rally 1 drivers, and has successfully coached executives and leadership teams.

Higher Performance Academy

Instagram

Ilkka Länkinen

Co-Founder of SantaPark Arctic World

Ilkka Länkinen is an expert in the experience economy, specializing in Christmas experiences and luxury travel. As the co-founder, alongside Katja Ikäheimo-Länkinen, of SantaPark Arctic World, he has created internationally recognized destinations that blend Arctic luxury, Finnish traditions and nature, and immersive storytelling.

SantaPark Arctic World includes Arctic TreeHouse Hotel, Aino Private Island Hotel, SantaPark – The Home Cavern of Santa Claus, Santa Claus Secret Forest – Joulukka, and private DMC Lapland Luxury, along with its exclusive Hidden Arctic Cloud villas. Each destination offers a luxurious and holistic experience, where wellbeing naturally arises from Lapland’s delicate northern environment. Guests are fully immersed in their surroundings, gaining an authentic connection to local traditions and Arctic nature.

SantaPark Arctic World

Jaana Hjelt

Entrepreneur and marketing director

Jaana Hjelt is an entrepreneur and marketing director who, along with her spouse Esko Hjelt, leads Lapuan Kankurit, a Finnish linen and wool weaving mill. Lapuan Kankurit was established in 1973, but its roots trace back to 1917 when Esko's great-grandfather founded the family's first textile factory.

Under Jaana and Esko's leadership, Lapuan Kankurit has focused on top-notch design, responsible materials, and transparent in-house production. The company has grown internationally, with exports accounting for over half of its turnover. Lapuan Kankurit's brand promise, "Weavers of Good Life," reflects the textiles it produces for well-being—suitable for sauna, home comfort, and relaxing meal times with family and friends.

Lapuan Kankurit aims to weave good vibes around them and produce long-lasting, ecologically and ethically produced utility textiles.

Lapuan Kankurit

Keni Luhtanen

Division Director in Luhta Sportswear Company

Keni is experienced expert in textile and clothing industry, with 30 years of international experience in various positions and functions of the field. As part of his responsibilities as Division Director in Luhta Sportswear Company, he is pursuing LUHTA to become one of the leading brands in sauna textile category globally.

Keni is also an avid sauna enthusiast and always happy to share the joy of sauna to people he meets during his frequent travels around the world.

Luhta Sportswear Company

Lassi Liikkanen

Designer, author, and founder.

Fundamentals of Finnish Sauna Design and Construction

In this presentation, Dr. Liikkanen delivers a comprehensive exploration of the key principles of sauna design. Drawing on his four-faceted model of sauna experience design, he illustrates how heating, air quality, and interior design harmonize to bring sauna culture to life. Beyond covering the fundamentals, Dr. Liikkanen will guide the audience through common pitfalls and offer practical insights to help craft the perfect sauna experience for any occasion.

Dr. Lassi Liikkanen (he/him) is a designer, author, and founder. For the past ten years he has worked in the Finnish tech industry, most recently leading digital product design. He just to be an active researcher and has published over 80 peer-reviewed journal articles and conference proceedings in the fields of product design, interactive technology, music psychology and cognitive neuroscience - and naturally sauna. As a reminder of his academic past, he is also a docent of Human-centered product design at Aalto University in Finland.

Since 2016 he has been an internationally acknowledged contributor of sauna technology knowledge. He collects, creates, digitalizes and disseminates sauna-related knowledge through Saunologia.fi website accessed annually by over 400,000 Finnish visitors. In 2019, he authored a book, Secrets of Finnish Sauna Design, available also in English since 2021 and in Japanese from 2024.

Lassi’s ambition is to help people enjoy authentic, healthy, and safe Finnish style saunas from Earth to Mars. To this end, he provides Finnish sauna design and consulting services online, connecting customers from all over the world with his team of Finnish sauna architects and specialists. He maintains research interests on sauna technology and design.

Saunologia

Facebook

Instagram

Martin Goldman

CEO of ASPA International

Why Social Bathing is Here to Stay?

Social bathing has been a cornerstone of human culture for centuries, and its resurgence in modern wellness is no coincidence. Research shows that social interaction is deeply tied to mental and emotional well-being, reducing stress and fostering a sense of community.

Sauna bathing, in particular, brings people together in a shared space of relaxation and connection, creating a unique environment for bonding and conversation —its heat promotes the release of endorphins and oxytocin, the "feel-good" hormones that strengthen social ties

Studies highlight how the combination of heat therapy and social engagement enhances mood, reduces loneliness, and promotes overall health. As we seek meaningful connections in an increasingly digital world, social bathing offers a timeless, restorative experience that is here to stay.

ASPA International

Perttu Rönkkö

Innovation and Technology at Harvia

Harvia Workshop: Co-Creating the Future of the Digital Sauna Experience

Join this interactive session where we explore the next era of sauna digitalization—from simple on/off switches to AI-driven personalization, mobile integrations, energy optimization, and beyond. We’ll discuss the latest trends, test ideas, and gather insights from the audience on how digital solutions can enhance the sauna experience. Participate, vote, and share your thoughts on the future of sauna tech!

Perttu Rönkkö brings extensive experience in digital innovation, smart solutions, and product development, with a background spanning startups, technology, software development, AI solutions and real estate. He has worked on integrating cutting-edge digital experiences into everyday life, from smart lighting systems to connected living solutions. At Harvia, he is responsible for the digitalization of the offering, shaping the future of smart sauna solutions with a focus on usability, personalization, and new technologies.

Harvia

Sami Rintala

Architect, professor, and artist

Sami Rintala (b. 1969) is an architect, professor, and artist residing in Northern Norway. He began his career in 1999 after his studies, working internationally in spatial art, and participated in art biennales including Havana in 2000 and Yokohama in 2001. In 2003, Rintala moved to Norway and in 2007, he started the architectural firm Rintala & Eggertsson Architects with Icelandic architect Prof. Dagur Eggertsson. The firm has offices in Oslo and Bodø.

The works of Rintala and Eggertsson are known for their use of wood, ecological focus, and high-quality architecture. They often build their projects themselves, and this hands-on approach also characterizes their teaching, which takes place through intensive design & build workshops that Rintala has led a total of 259 times from 1999 to 2025. Eggertsson mainly teaches in Reykjavik, and Rintala in Trondheim’s school of architecture, and they have been visiting professors at universities such as Cornell in New York, Monash in Melbourne, and Westminster in London.

Their most recent completed projects are the Tahko Forest Spa in Finland in 2023 and the Nordic Pavilion exhibition at the Osaka World Expo in 2025. The firm has participated in the Venice Architecture Biennale four times and has won several international architecture awards, including the Global Award for Sustainable Architecture (Paris 2009).

Saija Silen

Curator of the Museum of Central Finland

Saija Silen has been the chairperson of Finnish Sauna Culture association for a decade, since 2014.

She is a sauna enthusiast specializing in smoke saunas and Finnish sauna culture. She holds the position of managing director at Jämsä Sauna Village, owned by the Finnish Sauna Culture Association, and she also works as a guide for the sauna village.

The Finnish Sauna Culture Association owns and operates Sauna Village in Jämsä. It is a place of living sauna culture and home of 24 historical smoke saunas which have been restored for use as public saunas, providing a sauna experience that you could have had 100 years ago in Finland.

Saija is passionate about everything related to saunas, always enthusiastic about learning new aspects of sauna culture, and eager to experience löyly (steam) in various types of saunas.

She's also has a honorary title of Sauna master (Sauna mestari), given for the work that she has done on behalf of Finnish Sauna and its history.

Stig Arild Pettersen

secretary general of the Norwegian Sauna Association

Norwegian sauna boom

Stig Arild Pettersen is the secretary general of the Norwegian Sauna Association since 2023. He has a strong passion for building an open and inclusive sauna community, and for documenting and communicating Norway's partly unknown and forgotten sauna culture.

At the World Sauna Forum, he will tell the story about the ongoing Norwegian sauna boom, the rediscovery of Norwegian sauna culture and why the whole world is suddenly looking to Norway and has been named to host the International Sauna Congress 2026. Norway's cooperation and learning from Finland and other countries with a strong and vital sauna culture is important, and building an international network is central to Stig's work.

The Norwegian Sauna Association (Norges Badstulaug) is the national sauna association of Norway and a member of the International Sauna Association, working to promote access to saunas in Norwegians' everyday life. More than 150 sauna clubs and businesses – both commercial and non-profit – all over Norway are now members of the national association, and the membership base is growing rapidly.

The Norwegian Sauna Association

A member of The International Sauna Association (ISA)

Norges Badstulaug

Timo Harvia

CTO, Harvia

Energy Consumption of Sauna Bathing – Myths, Facts, and Smart Solutions

Sauna energy consumption is often debated—but how much energy does a sauna actually use, and where does that energy go? The truth is, the answer isn’t as straightforward as you might think. Many factors come into play: temperature, session duration, materials, heater power, ventilation, and more.

Harvia’s Chief Technology Officer, Timo Harvia, will debunk common misconceptions and answer key questions about sauna energy consumption:

• What determines how much energy a sauna uses?
• How much does sauna bathing really cost?
• What practical steps can reduce energy consumption?
• How is Harvia making sauna bathing more energy-efficient?

As Harvia’s Chief Technology Officer, Timo Harvia leads innovation and product development with a deep understanding of sauna technology. With decades of experience in designing and improving sauna solutions, he is passionate about making sauna bathing more efficient, sustainable, and enjoyable.

"The essence of sauna never changes – but there is so much we can develop around it to enhance the experience, improve energy efficiency, and promote well-being." – Timo Harvia

Harvia

Timo Huhtamäki

Entrepreneur, EU Climate Ambassador and Responsible Influencer of the Year 2024

He has a 15-year background in management positions in sustainability-related companies, including being the marketing director of Biolan Group, Plc and Chief Marketing Officer of global sauna company Harvia.

Nowadays, he is the entrepreneur of Emmy, the largest second-hand clothing market place in the Nordic countries. Huhtamäki is particularly familiar with the green transition and the circular economy.

Emmy

WORKSHOPS

Lassi Liikkanen

Designer, author, and founder.

Saunologia

Facebook

Instagram

Jaana Hjelt

Entrepreneur and marketing director

Lapuan Kankurit

Sami Rintala

Architect, professor, and artist

Viilu Stage & Workshop Speakers

Mikko Jakonen

Founding Partner, Architect
Studio Puisto

Mikko Jakonen is one of the founding partners and principal architects at Studio Puisto Architects. He has been responsible for the design of several public sauna projects, the most recent being Sauna-restaurant Luoto in Kuopio, which opened last summer. Studio Puisto is an architectural firm specializing in hospitality, working not only on domestic projects but also on multiple resort and spa projects worldwide in South Korea, Cyprus, and Greece. Among the latest completed projects by the firm, in addition to Luoto, is the Ähtäri Swimming Hall which opened in May. "The roots of sauna culture run so deep in Finnish culture and history that there is endless inspiration for new projects. Designing a cohesive, functional, and beautiful sauna is already challenging in itself, but when you incorporate all the historical layers, rituals, and traditions, it forms a complex entity that at its best can create an unforgettable experience for users.”

Studio Puisto

Olli Keskinen

Brand Lead, Architect
Studio Puisto

Olli Keskinen is an architect with a background in marketing communication, having previously worked with several international brands such as Porsche and Oura. At Puisto, in addition to design work, he is responsible for developing sales and marketing strategies. "Even though we understand the value of our cultural heritage, the popularity of the Finnish sauna worldwide has been such a positive surprise. We are currently involved in several projects globally where the Finnish sauna is specifically highlighted as a centerpiece for new resort and spa destinations. At the same time, the sauna has become a tangible spearhead for our marketing efforts, driving our design work into new territories and client relationships."

Studio Puisto

Martin Goldmann

CEO of ASPA International

Martin heads the family company of the Aspa group. Aspa offers concepts, design and build of pools and thermal bathing areas. The company has four decades of experience and development. His core driver has always been evidence based and what each feature thermal bathing experience can do for and to the human body. He leads the company in three main fields, Hospitality Wellness, Home Wellness and Corporate Wellness.

Aspa have recognition for work such as Gulf Hotel & Spa in Bahrain (2018), Hotel Verde, Zanzibar [Greenest Spa in Africa] (2022), Vila Joya Boutique Hotel & Spa (2009, 2014, 2018) The Vine Hotel & Spa Porto and The Conrad, Algarve Portugal. Aspa are currently working on luxury hotel projects in the Red Sea and Amaala projects. He is recognized as an industry leader and is currently developing the latest sustainable practices into the company and products.

He is a frequent public speaker on many world platforms, such as HotSpa, Paris, East African Hospitality Development, Dar Es Salam, Aqua Forum in Lisbon, Portugal Corporate Wellness in Dubai and at the Finnish Sauna Association in Finland.

ASPA International