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Saunayoga International Oy

Saunayoga product family increases the utilization of saunas at spas, hotels and health clubs. The licence-based model is very scalable for global markets.

  • Stage Full Product Ready
  • Industry Marketing / Advertising
  • Location Helsinki, Uusimaa, Finland
  • Currency EUR
  • Founded July 2012
  • Employees 2
  • Website

Company Summary

Saunayoga International has invented and developed a new global wellbeing concept consisting of 3 types of sauna workouts, instructor training, publishing, merchandising and a innovative sauna space concept. The business model is based on licensing agreements with spas, hotels and health clubs. The first sauna workout has been launched to 4 countries (Finland, Estonia, Sweden and Spain), 60 license holders and almost 300 qualified instructors.


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    Tiina Johanna Vainio
    Co-founder & CEO

    Co-founder of Saunyoga International, inventor of sauna workouts and a author of the Sauna Yoga and Sauna Pilates books. Tiina Vainio holds master’s degrees in social sciences and media studies. She has worked for 14 years with the world-renowned Les Mills International group fitness programs, as well as leading marketing and concept design projects with advertising and design agencies for various wellness brands.

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    Pekka Nikumatti
    Head of Development & Partner

    Pekka Nikumatti has a long experience in developing customer relations and creating new business opportunities. His background is in travel industry.

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    Elina Marjaana Vainio
    PR and Marketing Manager

    Elina Vainio has experience in international marketing, comprehensive audiovisual and computer skills, and a strong command of English.

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    Extended team
    Advisory Board (4 members)

    1. Jukka Näräkkä: 30 years experience at Finnair corporation
    2. Pekka Mäkinen: Country Manager of Icelandair, background in travel industry
    3. Jussi Nurmio: background in advertising, has founded Habbo Hotel, Igglo, Taivas Group and N2, also imported McDonald’s to Finland
    4. Jukka Jyränoja: top management role at IBM, Oracle and Nokia


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    Lexia Oy / Markus Myrhberg
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    Greenstep Oy / Annina Salvén