Sauna from Finland introduces sauna experiences to the world
Photos Sauna from Finland: Anna Ruotanen
Putting the Finnish Sauna Experience on the world map
At the start of the year, Kirami joined the Sauna from Finland business network that markets the Finnish Sauna Experience around the world. The network promotes the message of Finnish sauna and the sauna experience. The products of the member companies become a part of the sauna culture and gain international visibility. For Kirami, membership in the network brings opportunities to expand sales both in Finland and abroad.
“The mission of Sauna from Finland is to build the best sauna experiences in the world. We want as many people as possible to be able to experience the health benefits of an authentic Finnish sauna and the effects that create overall well-being. We correct misunderstandings related to the sauna while also refreshing the brand of the Finnish sauna. We talk about going to the sauna as a sauna experience, and that opens up new ideas for many Finnish people, too,” says Elina Heininen, Communications & Event Manager of Sauna from Finland.
According to Heininen, the sauna experience brings going to the sauna to the next level: it respects tradition, creates a lasting impression, and is a positive and unique experience for the sauna bathers that increases their well-being.
“The Finnish Sauna Experience is comprehensive and multisensory. It takes everything that goes on in the sauna into account: you calm down before the sauna, get the sauna ready and leave technology in the dressing room. In the sauna itself, you toss water on the stones of the heater and relax, you can use sauna scents, you might go swimming and spend time in the hot tub, and cool off outside. And then after the sauna, you can eat and spend time with your friends. This is the comprehensive experience we want to communicate.”
The Finnish sauna sparks global interest
The network’s vision is to become thThe Finnish sauna sparks global intereste foremost sauna expert in the world.
“People are constantly looking for new ways to take care of the well-being of their mind and body in everyday life. The Finnish Sauna Experience is an excellent solution for this – and people are getting interested, especially in these times. The sauna offers a place to calm down, relax and shut out the hustle and bustle of the world, and it has many scientifically studied health effects. When the coronavirus pandemic shut down the world, people started to build more and more saunas at home in Finland as well as in places like Germany, especially because they increasingly wanted to invest in their own well-being.”
“The Finnish sauna being inscribed on UNESCO's List of Intangible Cultural Heritage definitely also promoted interest in going to the sauna. The acknowledgement reinforces Finland’s position as a sauna expert country. People want authentic solutions; they’re no longer satisfied with cheap knock-offs or so-called Finnish saunas that are uncomfortably hot and dry and where you can’t toss water on the rocks, or that are so cool that people can sit in the sauna with their clothes on before gym training, read magazines and browse the internet on their mobile phones,” Heininen says.
The network offers visibility for its member companies
The network markets the Finnish Sauna Experience globally.
“We aim to reach people and companies in the field of saunas and well-being around the world. Currently, our main focus is in Germany and German-speaking Europe, the USA, China, Japan and the United Kingdom. In addition, we promote the visibility of the sauna experience and the growth of experiences in Finland with different kinds of activities.”
Companies gain visibility for their products through the network.
“Companies can include their products as a part of the overall sauna experience story; this approach makes the products and services even more attractive. The idea is to combine different kinds of products with the sauna culture. The members of the network are visible in our communications on social media and our website, and the companies can also participate in our domestic and international events as well as joint stands at international fairs, for example.”
Sauna from Finland has a comprehensive network around the world.
“Our international networks are extensive, and we already have more than 20 foreign member companies. These member companies resell Finnish sauna-related products and promote authentic Finnish sauna solutions in their home countries. We also actively keep in touch with the companies,” says Elina Heininen.
Help with exports
For Kirami, membership in Sauna from Finland is an opportunity to tell about the shared experience that is bathing and going to the sauna. Kirami also hopes that the Sauna from Finland network will help with exports and international marketing.
“Our goal is to keep expanding the sales of hot tubs and saunas in Finland and abroad. The network has excellent international contacts and visibility around the world, and that will definitely help us,” says Kirami’s Managing Director Mika Rantanen.
“The network has established great connections around the world – this makes our work easier, because we don’t have to start everything from scratch.”
You can learn more about the Sauna from Finland network on the website and on social media:
Sauna culture has been chosen as the first Finnish tradition on the UNESCO intangible cultural heritage list
Wellbeing before, during and after sauna