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

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.”

Jari Laukkanen is a cardiologist and Professor of Medicine at the University of Eastern Finland, and one of the world’s leading experts in the areas of sauna bathing research and prevention of cardiovascular diseases. He has published over 700 scientific articles, many relating to the benefits of sauna bathing on health. His research team conducts large‑scale population‑based studies to investigate the effects of sauna, rest, and cold exposure on overall health, and longevity. His work has been widely covered in international media including the BBC, TIME Magazine, The New York Times, and other major outlets.

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.

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

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

 
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.

Dalva Lamminmäki is a Finnish folklorist (MA) and grant researcher at the University of Eastern Finland, where she also lectures in folklore studies. Her doctoral research, conducted within the Doctoral Program FILOTO, focuses on Finnish sauna culture as an intangible cultural heritage and nature-based wellbeing practice that builds embodied knowing. She holds a research grant from the North Karelia Fund of the Finnish Cultural Foundation (2023–2026), and in September 2025 published her first academic article in the first Finnish scholarly book on intangible cultural heritage, Aineeton kulttuuriperintö — focusing on sauna culture as living cultural heritage.

Her research draws on archive materials from the Finnish Literature Society (SKS), alongside interviews and observations with sauna practitioners, including professional sauna bathers, cuppers, and sauna enthusiasts. She examines ancient rituals such as whisking with specific tree branches, alongside oral and written knowledge about the health benefits of sauna, exploring how these traditional practices continue to shape modern sauna experiences. These customs are deeply rooted in Finnish mythology and agrarian traditions, yet remain vitally relevant today as expressions of wellbeing, relaxation, and community.

In 2020, Finnish sauna culture was included on the UNESCO Intangible Cultural Heritage List — a recognition that reflects the living, breathing significance of the traditions Dalva studies.

With over ten years of experience leading workshops and events on Finnish folklore, folk magic, healers, cunning and wise folk, agrarian beliefs, mythology, and an animistic worldview, Dalva brings a rare depth of cultural knowledge to her work. She has a genuine passion for uncovering the connections among these themes — and for showing how ancient ways of knowing continue to illuminate the sauna experiences we carry into the present day.

Eda is the hostess of Mooska Farm in Haanjamaa, Southern Estonia. For years, she has shared her knowledge of the traditional Estonian smoke sauna with both young people and adult enthusiasts. She has conducted numerous workshops and lectures on the subject. Eda Veeroja’s interest and love for the smoke sauna heritage has been so profound that, on her initiative, the smoke sauna tradition was added to the UNESCO Intangible Cultural Heritage list in 2014.

Karita Tykkä is a pioneer in holistic wellbeing, a Pilates and meditation instructor, mental coach, entrepreneur, author and speaker whose mission is to help and inspire people to feel well and thrive.

As the founder of the Rise with Karita app, she has inspired thousands to find their own rhythm in wellbeing. At the core of her concept are physical training, nutrition, nervous system balance, peace of mind, recovery and mindful presence.

For Karita, sauna is not just a tradition – it is a sacred space, a holistic experience and an essential part of daily recovery.

Her approach combines ancient sauna traditions with the modern need for restoration. Heat, silence and listening to the body help navigate the demands of contemporary life. Karita is a strong voice bringing Finnish sauna culture into the global conversation around holistic health.

Karita’s work brings together wellbeing, connection to nature and a conscious way of living – making her a powerful advocate for Finnish sauna culture and holistic wellbeing.

Matias Laaksonen brings extensive global experience in the use of ThermoWood® in architecture and design, supporting projects that combine sustainability, performance, and aesthetics. Representing Lunawood—a Finnish pioneer with over 25 years of expertise in thermally modified wood and a founding member of the International ThermoWood Association—Matias offers deep insight into the unique properties of ThermoWood®.

In his talk, he will explore how thermally modified wood enhances the sauna experience through its durability, dimensional stability, and natural beauty, while opening new design possibilities for modern sauna architecture.

Justyna Turek is a Stockholm-based facilitator, service designer, and founder of Saunthropology, a global sauna research and experience-design project exploring how people connect through heat, water, and ritual. With 15+ years of experience in service design, sustainability innovation, and facilitation, and over a decade of sauna research, she combines ethnographic insight, design strategy, and a deep passion for bathing culture. Alongside her work as a Learning Developer and Facilitator at Hyper Island, Justyna helps clients create more intentional, inclusive, and community-focused sauna and wellbeing experiences that truly resonate with people.

Mika Johnson is a multimedia artist, filmmaker, and somatic therapist in training whose work moves between immersive installation, ritual, ecology, and therapy. Trained in film, photography, sound, and writing, and working with a long-term meditation practice, he approaches these not as separate disciplines but as one integrated practice. He is Co-Founder and Creative Lead of Experience Aika, a studio creating multisensory installations, workshops, and sauna focused retreats rooted in time, presence, and nature. Johnson also develops research-based artistic work internationally, including his present residency at La SOURCE, in Brittany. Across formats, his goal is to design spaces and experiences that help people slow down, listen deeply, and reconnect with themselves.

Jukka Karhula is a strategic leader and entrepreneur with over a decade of executive experience in creative industries, spanning CEO, COO, and senior account leadership roles. With a background in audiovisual media production and a strong track record in revenue growth, partnership development, and team building, he brings structural clarity and commercial intelligence to complex creative work. As Co-Founder of Experience Aika, Jukka focuses on building the strategic frameworks and alliances that allow immersive, multisensory experiences to thrive internationally. In collaboration with Mika Johnson, he works at the intersection of business, culture, and presence, ensuring that artistic vision is matched with operational strength and long-term impact.

Freddie Mehigan leads the Community Sauna Network (CSN), a UK-wide initiative supporting Not For Profit grassroots sauna projects. His work focuses on developing sustainable, community-led wellbeing spaces through practical guidance, coaching, and knowledge-sharing.

With a background spanning the facilitation of community youth groups, performance, and early experience creating and running his own sustainability-focused business, he brings commercial awareness alongside emotional intelligence and adaptability to value-led ventures that prioritise social impact.

Polly Joy Wilson is the Social Prescribing and Community Manager at Community Sauna Baths CIC, where she leads NHS-linked outreach and inclusion programmes across London. Her work focuses on widening access to sauna bathing for people experiencing health inequalities, isolation, and social exclusion. With a background in community theatre and education, Polly works at the intersection of embodied practice, public health, and community care. She also facilitates regular sauna ritual and storytelling sessions, drawing on training in Lithuanian pirtis traditions. Alongside her practice, she has contributed to published research exploring sauna rituals as a form of social prescribing.

I’m Robert, founder and managing director of Aufguss Roots. My personal passion and daily drive are also reflected in our company motto: “Passion of Aufguss”!

Since 2012, we’ve been advising wellness businesses across Europe, coaching sauna masters and Aufguss performers, and helping hotel, spa, and thermal bath sauna teams reach the next level through our specialized training programs.

With over 13 years of experience and a constantly evolving curriculum, we now offer every participant high-quality education and training in the field of sauna – built on perfectly coordinated courses in sauna fundamentals and Aufguss technique, all shaped by our distinctive company DNA.

Tony Vosu and Helena Victoria Kirss were born and raised in Estonia, where sauna is part of everyday life. Now based in Australia, they are the heart of Harmone, a family-owned importing company helping to shape one of the world’s most exciting emerging sauna landscapes.

Since moving “Down Under,” they have found themselves at the intersection of two very different sauna worlds. What not long ago was largely an “infrared country” is now rapidly evolving, with growing curiosity around traditional sauna, authentic rituals, and the deeper cultural meaning behind the experience — even in a country known for its heat.

Tony and Helena, along with their team of Estonians, bring a deeply rooted understanding of sauna not just as a practice, but as a ritual and social space. Through storytelling and countless hours spent in saunas with clients, builders, families, and people experiencing a traditional sauna for the first time, they’ve gained a unique perspective on how sauna is being rediscovered — and reimagined — on the other side of the globe.

As a team, they are part of a growing wave of sauna culture in Australia — bridging Nordic tradition with the curiosity and openness of a completely different market. Their work is driven by a simple idea: that sauna can become a meaningful part of everyday life anywhere — not just as a physical health protocol, but as a social and cultural ritual that brings connection and creates memories.

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 Pelkonen works to strengthen how people live, work, and connect through sauna, advancing it as social infrastructure that supports relational wellbeing and meaningful livelihoods.

She is a doctoral researcher at the University of Eastern Finland, a sustainability educator at the College of the Rockies in British Columbia, Canada, and co-founder of Kamu Sauna in the Rocky Mountains. Her work spans teaching, training, consulting, and applied research at the intersection of community economic development, place-based enterprise, and regenerative tourism.

Through Kamu Sauna, she leads the design, development, and hosting of community-rooted sauna experiences across Canada, and consults globally on public and private sauna projects with a focus on cultural integrity and long-term viability.

She also contributes to international member engagement with Sauna from Finland, working within a global network stewarding sauna traditions in contemporary contexts.

With over 20 years of experience in Indigenous and rural development, her work is grounded in action-oriented research and lived practice, focusing on how culture, belonging, and livelihood come together to shape more resilient people and places.

Carita Harju is the founder of Sauna from Finland and one of the leading voices in authentic Finnish sauna culture globally. She lives as she teaches—enjoying the sauna every day.

For over 16 years, she has led Sauna from Finland into an international network of more than 250 companies, all dedicated to creating the world’s best sauna experiences. Her work focuses on elevating quality, wellbeing, and the global understanding of the Finnish sauna.

Carita is also the creator of Saunafulness®, a concept rooted in authentic Finnish sauna traditions and her book Saunafulness – Wellbeing Through Sauna. Through Saunafulness, she brings the essence of the Finnish home sauna to international audiences, combining mindfulness, recovery, and holistic wellbeing.

She is the author of several internationally published books on sauna culture, including Sauna – The Way of Finnish Life, Soul of Sauna, and The Power of Hot and Cold: From Sauna to Sea (co-authored with Katja Pantzar), further expanding the global understanding of sauna as a lifestyle and wellbeing practice.

As a speaker, Carita inspires audiences with insights into sauna as a powerful tool for health, connection, and modern wellbeing—bridging tradition and innovation.