I'm a cultural strategist, economist and sociologist working where culture and commerce meet — helping legacy destinations, private clubs, hospitality brands and visionary founders find the narrative and positioning to fuel their next chapter of growth.

I'm drawn to how markets move, how culture shapes behaviour, and why people want what they want: a perspective grounded in a deep understanding of identity, taste, and why premium and luxury clients choose what they choose. That lens is what I bring to every engagement.

As co-founder of the West Coast Sauna Summit — Canada's largest sauna industry event — I'm dedicated to moving both sauna culture and the wellness business forward in North America. It's a mission rooted in a personal belief: that wellbeing lives in nature, in connection, and in a slower, more intentional pace of life and beauty. Through this work, I've had the privilege of also partnering with premium lifestyle and wellness brands entering and expanding in the North American market.

My flagship work is in sauna culture and holistic wellness.

I help legacy destinations and private clubs build thermal bathing, holistic health and sauna culture into their brand identity: treated not as an amenity, but as a defining reason members and guests choose them. The work spans sauna and wellness activations, brand positioning and wellness strategy, and sauna culture consulting.

That same positioning work extends to personal brands. Expanding a brand doesn't only mean a destination or a company — often it's the founder or executive behind it, building the narrative and presence around their own name so it can carry the next stage of growth.

My positioning and communications strategy work includes the World Sauna Forum, the global authority on authentic sauna culture, and professionals such as neuropsychologist Heli Isomäki, PhD, and chef redefining Arctic luxury, Sirly Ylläsjärvi.

Through Balthén, my wellness marketing and cultural production studio, I bring those stories to life.

One of my latest projects was building the marketing and storytelling for a family-owned wellness property in Mallorca. The project stemmed from bringing seven product lines to life, wellness operations revenue models and creating a 304-page lifestyle coffee table book printed on the finest art paper in Vienna, combining family recipes, polo, and holistic science.

My background, however, is commercial before it's creative.

I started out studying customer psychology and purchasing behaviour — the language people reach for when describing what matters most to them, and what that reveals about how they decide.

I took that perspective into a startup instead of a PhD, as I first intended, and in our second year, my team and I grew sales by over 4000%: not through volume or speed, but through knowing exactly what we had and who it was for, and saying it clearly.

That grounding has carried through building and scaling brands from the ground up — sales, new product development, and managing new product development projects for clients such as Microsoft — so the strategy I build always comes with a commercial edge.

Finnish-born, my relationship with sauna is lifelong.

It's intertwined with how I understand care and belonging, and what it means to cultivate a life with, even a little, more presence and connection. I've studied the somatic effects of chronic stress and intense emotion under Dr. Peter Levine, PhD, and I'm currently writing my first book.

That whole-human perspective — wellness as something deeply innate and relational to both other people, animals and nature — runs through every strategy I build.