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Interview Carita Harju, Executive Director, Sauna from Finland

When did you begin your journey into the world of wellness?
Some might think of saunas as a luxury, but to Finnish people they’re an essential part of daily life and fundamental to their culture. I am a sauna native, and I have been enjoying saunas all my life. I think a good steam is one of my superpowers, it takes care for my mind, body and soul.


Can you tell us about the inspiration behind starting Sauna from Finland?
About 15 years ago, I was travelling and living abroad, I noticed that there are not many Finnish saunas in the world. I thought that since Finns loves to have a sauna, why can’t it be taken as a wellness act for oneself elsewhere too.

After my years abroad, I started to think about whether Finnish saunas could be marketed more, especially professionally and together with companies, so I founded ‘Sauna from Finland’ in 2010.

Today we have over 200 companies and members all over the world, companies that want to learn more and build, or produce the best and authentic Finnish sauna services.

 

With a mission to ‘share the Finnish sauna’s positive health and wellness benefits with the world,’ how do you work to bring this vision to life?
We at Sauna from Finland strive to bring the story, well-being and health effects of the Finnish sauna to the world through various means of communication. We are involved in events and hope that our members can utilise all the information and material that we produce.

We also audit and certify the Finnish sauna experience, striving to help ensure that the Finnish sauna in hotels and spas is authentic.

We also organise the annual World Sauna Forum, which brings together sauna-related business professionals to learn more and – of course – to take a sauna bath in an authentic Finnish sauna!

 

What makes the Finnish sauna culture so unique?
In Finland, everyone takes saunas, and the Finnish sauna was added to the UNESCO Intangible Cultural Heritage List in 2020. Finland is a country of just 5.6 million people, there are more than three million saunas – the highest number per capita in the world. Almost every house, apartment building, gym, pool, hotel and office block has at least one sauna. Perhaps unsurprisingly, then, ‘sauna’ is one of the few Finnish words to make it into the global lexicon.

The original Finnish sauna heat is created by throwing water onto a pile of hot stones, which are heated either electrically or by burning wood in the stove.

The steam created by the water is called löyly, which means ‘spirit of life’. This is what defines the Finnish sauna and sets it apart from most other sauna cultures around the world. It creates moisture in the sauna and affects the temperature.

 If there’s no löyly, it’s not a Finnish sauna.

 

In 2025, wellness remains a major travel trend and a huge draw for guests. How do you leverage your role within the industry to contribute to and guide the growth of this burgeoning sector?
Finnish saunas are needed all over the world and our job is to tell you how to best build one with our diverse network of experts. We strive to find impartial solutions for our customers, and we are also ready to audit saunas and help with various matters, e.g. materials and other supplies. We also want people to travel to Finland to experience an authentic Finnish sauna experience. (Our members and audited saunas can be found here: www.visitsauna.fi)


What do you think are currently the biggest challenges that spa and wellbeing businesses face?
Already now you can see that the sauna business is “hot” and the Finnish sauna is being “copied”. Some companies just want to make profit and build sauna’s as fast and cheap as possible. You must remember that there are hundreds of details that make the Finnish sauna the best and safest in the world. Also, safety and responsibility must come first! Only trust professionals in this business.

 I am also worried that so-called “influencers” in the social media world tells you what to do in the sauna. Finnish sauna is not to watch the clock or feel the pressure of having to accomplish something in a certain amount of time.

 Everyone has to listen to their own body and only be there for as long as it is pleasant and safe. That’s what we Finns do.

 

Can you tell us about your book “The Power of Hot & Cold: From Sauna to Sea”?
This recently published bookThe Power of Hot & Cold: From Sauna to Sea: The Finnish Way to a Happy, Healthy Life, co-authored by myself and Katja Pantzar, delves deep into the traditional Finnish practice of contrast therapy. This unique approach to wellness combines the heat of a sauna with the refreshing chill of cold water immersion, has been a cornerstone of Finnish culture for centuries.

The Power of Hot & Cold is grounded in scientific research, with studies showing the health benefits of both sauna bathing and cold water immersion. The book presents evidence that these practices can enhance cardiovascular health, boost immunity, reduce inflammation, improve sleep, and promote overall well-being, making it a valuable resource for those seeking natural ways to support their health.


Tell us how do you work with Raison d’Etre?
Raison d’Etre is a great, long-term member and we are happy to help in any way. We are pleased to hear about any new projects and are involved in the Finnish sauna experience and opportunities to collaborate more broadly with our network and expertise. I hope we will soon have certified saunas included in Raison d’Etre projects!

What projects do you have coming up in 2025 that you’re excited about?
The World Sauna Forum will be our main event, and we are looking forward to it very much. We have a program for up to four days so it will be bigger and more relaxed than ever.

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