HARVIA Sauna
Meet Matias Järnefelt, CEO of Harvia, the world leader in sauna and wellness solutions, and the parent company of Almost Heaven Saunas. Bringing a wealth of experience from a career that has spanned tech, construction, and healthcare, he’s leading Harvia with a fresh vision. In our latest edition of Cultivating Conversations, Matias opens up about his approach to innovation, why he’s passionate about growing the sauna experience, and how he’s balancing Harvia’s brand with forward–thinking sustainability and technology. Take a look into the mind of a leader dedicated to making saunas an essential part of everyday wellness.
© Video by Perry Gershkow (@PerryGershkow)
can you tell us about your background and your role at Harvia?
I’ve always been drawn to building strong brands and driving growth through innovation and commercial excellence. My background spans several industries—from technology at Nokia to construction and manufacturing at Hilti, and more recently healthcare services at 9Lives, an ambulance service and home healthcare provider in Finland. I joined Harvia as CEO in the summer of 2023. My role is to steer Harvia’s global growth while staying true to our heritage,
“bringing the healing power of sauna to more people around the world.”
How have YOUR PREVIOUS WORK experiences informed the way you approach growth and innovation at Harvia?
Each of those experiences taught me something essential. At Nokia, I learned to operate in a fast–paced, technology–driven, and highly competitive environment. It also demonstrated how quickly a company can lose its position if it falls behind in brand and product leadership. At Hilti, I developed a deep appreciation for long–term strategic thinking within a large, family–owned business, as well as the value of developing your teams and people. And in the healthcare sector, I saw firsthand how health and wellness needs are evolving—and how essential trust and quality are for success.
At Harvia, I’ve brought those perspectives together. We don’t innovate for the sake of novelty—we innovate to enhance the user experience, promote wellness, and deliver lasting value. Success goes beyond the product itself; it’s also about having the best story to tell, telling it in an engaging and meaningful way, and delivering it consistently through the right channels.
© Left Photo by Julianna Deschenes (@JuliannaDeschenes)
Since stepping into the CEO role, what have been some of your top priorities for Harvia globally?
My top priorities have been to strengthen Harvia’s position as the global leader in the sauna and spa market, accelerate our international growth—particularly in North America—and invest in innovation that inspires the market and reinforces our differentiation. We’ve expanded our product portfolio, acquired and integrated companies like ThermaSol and Almost Heaven Saunas, and launched partnerships that push the boundaries of what the modern sauna experience can be. At the same time, we remain deeply committed to preserving the authenticity and craftsmanship that are at the heart of Harvia’s heritage.
Almost Heaven Saunas is a beloved brand in North America. What role does it play in Harvia’s broader strategy?
Almost Heaven Saunas plays an important role in our North American strategy, and we’re proud to nurture and build on its strong American heritage. The brand’s name—inspired by the opening lyrics of John Denver’s iconic song Take Me Home, Country Roads, which begins with “Almost heaven, West Virginia”—captures both the company’s roots in West Virginia and the essence of sauna as a relaxing and deeply enjoyable wellness experience.
We truly value that heritage. Almost Heaven Saunas brings to our portfolio a range of beautifully crafted, easy-to-assemble outdoor and indoor saunas that are accessible to a broad audience. Its product offering sits at a price point that opens the door for more people to experience the health and wellness benefits of sauna ownership. That combination—design, practicality, and affordability—makes it a perfect fit for the volume market in North America.
As part of Harvia Group, Almost Heaven Saunas allows us to serve a wider range of customers while staying true to our mission of making sauna an essential part of healthy living—across cultures and continents,
The wellness industry continues to evolve rapidly. How do you see sauna culture adapting and growing, especially in markets like the U.S.?
We’re seeing a real shift in how people in the U.S. approach sauna—not just as a luxury or occasional treat, but as an intentional part of their wellness and recovery routines. Whether it’s post–workout recovery, stress relief, or improving sleep,
“more Americans are discovering that sauna can support both physical and mental well-being”
in a way that’s enjoyable and easy to integrate into daily life.
The U.S. market is especially exciting because of its diversity. You have families installing traditional barrel saunas in their backyards, fitness enthusiasts using infrared saunas for recovery, and wellness–conscious consumers seeking out guided sauna rituals, breathing exercises, and contrast therapy. The idea of sauna as a tool for longevity and balance is really starting to take hold.
What makes sauna unique in this space is that it offers significant health benefits in a relaxing and easy way — a rare combination in a wellness world often focused on discipline and effort. We believe sauna has the potential to become a mainstream part of the wellness lifestyle in the U.S., and we’re excited to help lead that transformation.
© Left Photo by Erin Hurst (@ErinHurstPhotography), Right Photo by Taylor Jensen (@TaylorJensentJ)
Can you tell us about your environmental priorities, and what’s next in that journey?
Sustainability is a key pillar of our strategy at Harvia. As a company deeply rooted in nature and wellbeing, we recognize our responsibility to minimize environmental impact—both in how we operate and how our products perform.
Our focus is twofold. First, we are continuously improving the energy efficiency of our saunas, heaters, and production processes. This includes innovations like smart controls that optimize energy use, improved insulation, and faster heat–up times to reduce overall consumption. Second, we are making progress in sustainable materials, supply chain transparency, and reducing emissions across our operations.
Looking ahead, we’re excited about exploring next–generation energy solutions.
“Earlier this year, we introduced the world’s first fully solar-powered sauna.”
And, we’ve also launched a technology partnership with Toyota to explore hydrogen as a clean fuel for future sauna applications. These initiatives reflect our ambition to not only reduce our environmental footprint, but to inspire the industry toward more sustainable wellness experiences.
What inspired the hydrogen-powered sauna collaboration with Toyota?
The collaboration with Toyota was born from a shared vision: exploring innovative, low–emission technologies that support both sustainability and wellbeing. Toyota has been a pioneer in hydrogen as a clean energy source, and at Harvia, we are always looking for new ways to push the boundaries of sauna technology in a responsible and forward–thinking way.
The idea of using hydrogen to heat a sauna may seem unconventional at first—but it’s a powerful example of what’s possible when traditional wellness meets cutting–edge innovation. The hydrogen–powered sauna heater recreates the gentle, soft warmth of a traditional smoke sauna. In a smoke sauna, flames burn through a large pile of stones, which in turn generate the enjoyable, rich steam known as löyly. During the heating phase, the sauna room fills with smoke, which must then be ventilated out before bathing begins.
Our prototype captures the essence of the smoke sauna experience—heating of the heater stones thoroughly and soft, rich steam—but without any smoke or CO₂ emissions. Just pure heat and clean water vapor. It’s a perfect blend of cultural heritage and clean technology,
“showing how even the most traditional sauna rituals can evolve toward a carbon-neutral future.”
© Video by Kara Bowman (@LittleHouseOnChestnut)
What excites you most about the North American market right now?
The North American market is incredibly dynamic and full of potential. What excites me most is the growing awareness of sauna as a wellness practice—not just a luxury or spa experience, but an integral part of a healthy lifestyle. Consumers are increasingly looking for ways to support recovery, reduce stress, and improve sleep and longevity, and sauna is becoming a natural part of that conversation.
From a business perspective, we believe we are still in the early stages of sauna market growth in the United States. As awareness continues to rise and wellness becomes more central to people’s lives, we see the potential for millions of new saunas to be installed in American homes in the coming years.
“Sauna is becoming a more common and accessible wellness solution.”
And, Harvia is well positioned to lead and scale with that growth.
What are some of the most memorable moments you’ve seen during events or workshops at Thyme?
I always love observing our wonderful Instinctive Cook workshops which involve a walk down to the productive gardens and then a cookery course inspired by whatever produce is in season. It is always so inspiring to see the different recipes always developed according to what is in season and readily available.
From barrel saunas to high-tech steam rooms, Harvia’s product range is broad. How do you think about product development in relation to different cultures and climates?
As the global leader in the sauna market, Harvia’s goal is to offer the right portfolio at right price points in each of the world’s most important markets. This means ensuring that our portfolio reflects the distinct needs and wellness trends of key countries like the USA, Germany, the UK, China, and Japan. Whether it’s a family installing their first sauna at home or a high–end spa creating a luxury wellness space, we aim to deliver authentic, high–quality sauna experiences that resonate across cultures.
“In Nordic countries, for example, traditional saunas are deeply rooted in everyday life.”
Craftsmanship, löyly quality, and durability are key. In North America, ease of installation, design, and affordability play a bigger role—driving demand for barrel saunas and modular in–door home units. In densely populated mega–cities in Asia we see demand high–end commercial event saunas and for space–efficient home solutions adapted to urban living.
© Photos By Kyle MacLennan (@KyleMacVisuals)
When you think about the next five years for Harvia, what do you envision?
Over the next five years, I see Harvia continuing to grow as the global leader in the sauna market—not just in terms of market share, but in how we shape the future of wellness.
“We want to make sauna a natural part of people’s everyday lives around the world.”
We believe the coming years will mark a phase of rapid development in the market, driven by growing awareness and demand, new innovations, and ongoing industry consolidation. Alongside driving our organic growth, a key part of our strategy is to be a proactive consolidator of the industry. We anticipate further acquisitions as we continue to strengthen our portfolio and expand our reach.
We’ll continue investing in innovation that differentiates Harvia—whether through smarter digital solutions, sustainable energy use, or new wellness features that enhance the user experience.
Our vision is to be the most trusted and inspiring sauna brand globally, offering solutions that combine modern convenience with the timeless power of heat, steam, and relaxation. Ultimately, we want Harvia to be the company that brings the healing power of sauna to millions more homes and lifestyles in the years ahead.
On a personal note, how do you unwind? Do you have a favorite sauna ritual or tradition?
I’m a regular sauna bather myself—I go to sauna most days. It’s an essential part of how I unwind, reset, and stay balanced.
One of my favorite traditions is the Saturday sauna with my family. I have three kids, and that shared time in the sauna is one of those rare moments where we’re all present, without distractions—no smartphones, no outside noise—just good conversation and togetherness. It’s a weekly ritual that brings us closer and reminds me of the deeper meaning behind sauna culture.
I also have a more personal ritual: on the mornings of our quarterly earnings releases, I always start the day with a morning sauna. It helps me clear my head, focus, and get into the right mindset. You could say it’s my way of getting into the sauna mood before stepping into the public spotlight.
“For me, sauna is not just a routine—it’s a space for both connection and reflection, and I’m grateful that it’s part of my daily life.”
© Video By Kyle MacLennan (@KyleMacVisuals)