an interview with Carita Harju

The Finnish sauna remains one of Finland’s most cherished cultural treasures – a place that unites heat, nature, and human connection. For Finns, the sauna is far more than cleansing the body; it is a ritual of relaxation, reflection, and wellbeing. Founded in 2010, the Sauna from Finland initiative has become the world’s leading network promoting authentic Finnish sauna and wellness culture.

As the organization celebrates its 15th anniversary, it continues to inspire the global sauna community with its vision of creating the world’s best sauna experiences. Ahead of aquanale 2025, we spoke with founder and managing director Carita Harju about international trends, design and sustainability, and the growing global fascination with the Finnish way of sauna.

Dear Carita, Sauna from Finland is celebrating its 15th anniversary. What have been the most outstanding moments for you?

The most outstanding thing for me has been to see how the sauna has started to grow all around the world – we are truly in the middle of a global sauna boom. When we first started, Sauna from Finland had only 38 member companies, and today our community has grown to more than 250 members worldwide.

It has also been remarkable to see how our network has not only expanded but also remained the world’s leading sauna community, bringing together passionate professionals and companies who share the same vision of creating the best sauna experiences.

The World Sauna Forum just took place. What topics, concepts, and ideas are currently being discussed in the sauna scene? Is there a particular sauna trend from a Finnish perspective?

The World Sauna Forum gathered together sauna professionals, companies, and enthusiasts from around the world, and several key themes emerged. One of the strongest discussions is around authenticity and experience – how to preserve the core values of the Finnish sauna while also adapting to different markets and customer expectations.

Another important topic is wellbeing and health. Scientific research on sauna’s health benefits is gaining more attention globally, and many are looking at how sauna can be integrated into wellness, recovery, and preventive healthcare concepts.

From a Finnish perspective, we also see a growing trend in design and sustainability: saunas that combine high-quality design, natural materials, and responsible building practices are in high demand. Additionally, private and boutique sauna experiences are becoming increasingly popular, offering guests exclusivity and tailored services.

Overall, sauna is no longer viewed just as a place to bathe, but as a holistic, premium experience that connects relaxation, wellbeing, nature, and culture – which aligns perfectly with the expectations of international travelers.

What are the current trends in architecture, design, sustainability, and materials? Were there any new inspirations at the World Sauna Forum?

Sauna design is shifting toward natural and durable materials like wood, stone, and glass, combined with modern lighting and flexible concepts. At the World Sauna Forum, inspiration came from multi-sensory experiences, nature-integrated architecture, and innovative use of materials such as soapstone, hydrogen and thermally modified wood.

How does sustainability – especially in terms of water and energy usage – play a role in your sauna concepts?

Sustainability is central to the Authentic Finnish Sauna Experience. Energy efficiency, smart heating, and durable materials reduce both energy and water consumption. Saunas are increasingly part of broader eco-friendly building concepts, that encourage mindful and responsible use of resources.

This is your third time participating in aquanale. What can trade fair visitors look forward to this year? What exciting topics will you be bringing with you?

This year at aquanale we will be bringing our diverse and inspiring network to the fair. On our booth, visitors can discover Finland and the sauna experience in many different ways – through stories, visuals, and insights that showcase the essence of authentic sauna culture.

Our goal is to offer trade fair guests a deeper understanding of the Finnish sauna experience and the value it creates for wellness, tourism, and lifestyle.

Carita, in addition to your exciting work as the face of Sauna from Finland, you’re also an author. We’ve heard that you're about to publish a book for the German-speaking market. What was especially important to you in the process – and what can readers look forward to?

It is truly wonderful that the sauna book; The Power of Hot and Cold ( Saunadampf und Kältekick-Das finnische Geheimnis für ein glückliches, gesundes Leben) will soon be available in German. The German way of enjoying sauna is quite different from the Finnish tradition, so for me it is very important that readers can discover and better understand the authentic Finnish sauna experience.

One key element is the unique contrast between hot and cold – the refreshing dip in cold water or ice swimming (avantouinti) combined with the warmth of the sauna. This balance is at the heart of the Finnish way and something we want to share more widely.

What excites me most is that the book helps to spread Finnish sauna culture around the world and also gives German readers a deeper insight into our values, lifestyle, and traditions. It is a great opportunity to build cultural understanding – and to show why the Finnish sauna is so unique.

Ms Harju, thank you very much for the interview!