Varpu Rusila is the founder of Her Finland and the host of the World Sauna Forum. She is known internationally for sharing Finnish culture in a way that feels welcoming and easy to understand. Through Her Finland, she has spent years telling real stories about Finnish life, with sauna at the heart of wellbeing, connection, and everyday culture.

In the past year alone, Varpu’s work has reached over 50 million people worldwide, helping audiences discover Finland and its sauna culture through a modern and human lens. She works closely with destinations, brands, and cultural organizations to share sauna culture with respect and depth, making her a natural and trusted host for the World Sauna Forum.

Photo: Iida Kaikkonen

 
DAI MATSUO
A entrepreneur managing multiple start-up company, he is also a leading figure in Japan’s sauna culture—a professional “SAUNNER” who has produced a range of iconic sauna facilities across the country. Known for guiding over 1,000 guests—including executives and celebrities—into the state of totonou (a deep sauna-induced sense of clarity and relaxation in Japanese), he has earned the nickname “Totonoe-Oyakata” (Master of Totonou). Determined to make sauna culture more accessible to younger generations and a wider customers, he co-founded the creative sauna team [TTNE] with Daisuke Akiyama. Together, they established November 11 as “Totonoe Day”, officially recognized by the Japan Anniversary Association. He has also created cultural milestones such as SAUNACHELIN, an award honoring Japan’s top 11 must-visit saunas, and SAUNA37, the world’s first international award dedicated entirely to sauna culture.

In pursuit of deeper understanding and safety in sauna use, he established the Japan Sauna Academy, promoting scientific knowledge and research. As the official distributor of HARVIA, the world’s leading Finnish sauna brand, he led its successful expansion in Japan and was appointed the first-ever HARVIA Global Ambassador.

His sauna productions are known for their bold concepts and aesthetic innovation. These include the sculptural, three-dimensionally designed sauna at Kitakobushi Shiretoko resort hotel, which uses wave-like wooden forms to create a sensory experience. A collaboration with world-renowned architect and Pritzker Prize laureate Shigeru Ban on SUIDEN TERRASSE, blending modern architecture with nature and relaxation. And the Tower Eleven Onsen & Sauna at ES CON Field Hokkaido, the world’s first sauna located inside a baseball stadium, allowing guests to bathe while watching live games. Each of these projects has attracted significant attention both in Japan and internationally for redefining the potential of sauna spaces.

Today, he continues to expand Japan’s sauna culture on a global scale—redefining sauna not merely as a form of bathing, but as a lifestyle, a philosophy, and an evolving form of spatial art.

DAISUKE AKIYAMA
While leading a branding and promotional agency focused on event production, he also works globally as a professional “SAUNNER”. Since discovering the transformative power of sauna in his 20s, he has traveled the world exploring distinguished sauna traditions, and through his ongoing advocacy, has come to be known as the “Sauna-Shisho” (Sauna Master)”.

With a background in producing large-scale international events—including roles such as VVIP Director for the global music festival ULTRA JAPAN and producer for Tokyo Girls Collection, one of Japan’s largest fashion events—he brings a rare combination of strategic branding expertise and experiential design. Today, he is a pioneering force in redefining and reimagining sauna culture both in Japan and abroad.

In 2018, he co-founded the creative sauna collective team [TTNE] with Dai Matsuo. Since then, he has spearheaded numerous groundbreaking projects, including SAUNA FES JAPAN, one of Japan’s largest sauna events; the Japan Sauna Academy, which has drawn over 500 medical professionals; the country’s leading sauna ranking site SAUNACHELIN, with over 1 million annual page views; and SAUNA37, the world’s first international award solely dedicated to saunas.

His production portfolio showcases a bold fusion of design, architecture, and wellness innovation. Highlights include Solo Sauna Tune, Japan’s first fully private sauna facility; BEDROOM SAUNA at Shiraiwa Hotel, blending the intimacy of hotel suites with sauna relaxation; and SANA MANE / SAZAE in Naoshima—created in collaboration with world-renowned architect Kengo Kuma—a next-generation sauna installation that unites art, architecture, and sensory experience.

In 2025, he was appointed Executive Producer for “Taiyo no Tsubomi”, a visionary sauna installation for Expo 2025 Osaka-Kansai, offering a glimpse into the future of the sauna experience. His innovative approach and refined aesthetic continue to attract attention far beyond Japan’s borders.

His growing global impact also led to his appointment as the world’s first Global Ambassador for HARVIA, the leading Finnish sauna brand. As a cultural bridge between Japan and the world, he is widely recognized as a key figure driving the next generation of sauna culture—blending Japanese sensibility with global vision to shape a new era of sauna as lifestyle, philosophy, and art.

Hans Hägglund, MD, PhD, is a Swedish medical doctor and professor primarily known for his extensive background in clinical research, particularly in hematology, and his strong advocacy for prevention of diseases and the health benefits of sauna bathing and cold exposure. He graduated from Karolinska institutet, Sweden and did his post doc at Fred Hutchinson Cancer Research Center in Seattle, USA. Between 2013 and 2018 he served as the director of the Cancer Center at Uppsala University Hospital. Professor Hägglund also had the position as the national cancer coordinator at The Swedish Association of Local Authorities and Regions (SALAR) between 2019-2022. He currently holds a position as a senior consultant at Karolinska University Hospital in Stockholm and as affiliated researcher at Center for Resilient Health, Stockholm School of Economics.

Hans Hägglund serves as the “sauna doctor” at the Swedish Sauna Academy and is also a member of the ISA, International Sauna Association board and Sauna Research Institute board, USA. He is the founder of the The Swedish Cold Bath Organization.

His work in both heat and cold exposure focuses on studying the scientific evidence that suggests these practices can reduce the risk of several diseases, and promote better mental and physical health. He is the author of the “The Sauna Book – Hot Facts about Saunas and Health.”

Mikkel Aaland is an award-winning photographer, author of Sweat and host of the Perfect Sweat documentary series. He is the co-founder of Sauna Aid, a multicountry initiative, dedicated to providing movable sauna facilities and supportive services to people facing natural and man-made disasters.

He is also an honorary member of the International Sauna Association (ISA) and the British Sauna Society and a founding member of the Norwegian Sauna Association (Badstulaug). His new book, Naked Sweat, The Art and Soul of Sauna and Sweat Bathing Culture, is scheduled for publication in summer of 2026. Aaland splits his time between San Francisco and Telemark, Norway.

Photo: Chris Michel

Jasper Pääkkönen is an internationally acclaimed Finnish actor, known for his roles in Vikings, BlacKkKlansman, Da 5 Bloods and many more.

Beyond acting, Jasper is a passionate entrepreneur and sauna advocate. He is the co-founder of the iconic Helsinki sauna and restaurant Löyly, as well as AITO Sauna, and a strong voice for sharing Finnish sauna culture with the world.

A committed advocate for nature, clean waters, and wellbeing, Jasper’s work beautifully connects sauna, sustainability, and global impact — making his return to the World Sauna Forum stage truly special.

Alan Jalasjaa is a dedicated sauna professional, expert, and devotee with the mission to create global harmony through social bathing. As the Sauna Ambassador for Sauna from Finland, Alan has visited nearly 800 saunas worldwide, engaging with enthusiasts across the globe and sharing his passion and knowledge to inspire others to embrace the design and benefits of authentic sauna. His efforts contribute to a growing appreciation for sauna practices, both traditional and modern, across diverse communities.

Alan’s lifelong passion for sauna began at an early age, following Finnish tradition. Introduced to sauna by his Finnish grandparents, his enthusiasm earned him the nickname saunapoika—or sauna-boy in English. Born to a Canadian mother and a Finnish father, Alan grew up in Southern Ontario, where he took great pride in sharing his Finnish heritage with his Canadian friends. The family cottage sauna quickly became the go-to gathering spot, reinforcing his belief that sauna is a place for both solitude and social connection.

In recognition of his dedication to promoting the authentic Finnish sauna experience, Alan was named the Sauna Ambassador by Sauna from Finland in 2024. He received the honorary title at the World Sauna Forum, where he participated as a panelist and co-hosted the Authentic Finnish Sauna Experience workshop alongside Titta Pervis. He follows in the footsteps of past ambassadors, including Jake Newport, Founder and CEO of Finnmark Sauna, and Seth Ascetic, Founder of the Taiwan Sauna Association.

As the new Sauna Ambassador, Alan is committed to continuing the outstanding work of Sauna from Finland, representing them on the global stage and engaging with sauna enthusiasts worldwide. He aims to educate and inspire others to embrace the benefits of sauna, whether as a place for relaxation, social connection, or personal transformation.

Beyond his ambassadorial role, Alan is a respected sauna expert and the co-host of Kivia: The Spirit of Sauna, a podcast dedicated to sharing insights into the sauna lifestyle. Through his website, Kivia.ca, he provides valuable content about the traditions, benefits, and cultural significance of sauna.

Alan believes that there is no right or wrong way to enjoy a sauna—only the experience that feels right for each individual. Whether alone or with a group, sauna is a sanctuary where the worries of the day simply evaporate. As part of his mission to create global harmony through sauna bathing, Alan actively engages in community-based initiatives including but not limited to: healing & recovery, humanitarian & community support, sauna diplomacy, diversity and inclusion, sustainability, urban renewal, and research. Alan is available to connect as an advisor, mentor and speaker on sauna culture and experience development anywhere across the globe.

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 cultureClose