Harvia Appoints Nathan Hagemeier Head of North America After Jennifer Thayer’s Exit

Harvia Plc announced on 27 October 2025, and confirmed in its Q3 2025 interim report on 6 November 2025, that Nathan Hagemeier was appointed Head of Region, North America and President of Harvia US Inc., taking a seat on the Harvia Group management team effective 1 November 2025. He fills the role Jennifer Thayer held from 1 February 2024 until 30 May 2025, a period that covered the USD 30.4 million ThermaSol acquisition and the start of its integration. Nick Larrick, Vice President of Operations at Harvia North America, served as interim head from 1 June 2025. (Every Harvia executive change, earnings release, and M&A event is indexed in our Harvia News hub.)

North America grew 42.8% in Thayer’s first year

Jennifer Thayer joined Harvia on 1 February 2024 from STG Logistics, where she was Chief Commercial Officer, after executive roles at Lowe’s Home Improvement from 2004 to 2020. She presented at Harvia’s Capital Markets Day 2024 three months later, where she laid out the strategy for scaling Harvia’s US business from EUR 43.4 million (2023) toward a target of materially more in the following five years. Thayer was also named CEO of ThermaSol as part of her Head of Region role when Harvia closed the ThermaSol acquisition on 31 July 2024.

During Thayer’s tenure, Harvia’s North American revenue rose 42.8% to EUR 62.0 million in 2024, and Q1 2025 North American revenue grew 58.8% year over year to EUR 21.8 million. After she left, North America grew 12.9% in Q2 2025 (35.1% for the first half) and 23.7% to EUR 16.6 million in Q3 2025. Year-to-date through Q3 2025, North America accounted for 38% of Harvia Group revenue, up from 29% in 2023.

Thayer left for another employer

Harvia announced on 16 May 2025 that Thayer had decided to resign to join another employer, and said it would start recruiting a successor immediately. It did not disclose why it chose Hagemeier. No financial impact was disclosed, and the transition was not flagged as a material risk to North American operations or the ThermaSol integration. Harvia said in May 2025 that the integration “continued to progress well,” and in its August 2025 half-year review it called ThermaSol “fully integrated as a core part of our North American business and team.”

The North America role controls the Almost Heaven factory in Lewisburg, West Virginia, the ThermaSol operation in Round Rock, Texas, the sales office in Holland, Michigan, direct-to-consumer e-commerce, B2B distributor relationships, and the US commercial pipeline that includes hotels, gyms, and spa operators.

The Capital Markets Day plan still stands

The company’s Q3 2025 messaging emphasized continuity. The strategic priorities outlined at Capital Markets Day 2024 remain the US playbook: grow in infrared and steam, strengthen mid- and higher-price position, sharpen direct-to-consumer and B2B channel strategy, expand Lewisburg capacity, and continue to scale the ThermaSol brand. Hagemeier inherits a US operation with strong growth momentum, a recently refreshed ThermaSol brand, the TIME Magazine Best Inventions recognition for the Solaris, and the new ThermaSol Astra/Fortis/Ombra premium sauna collection.

CEO Matias Järnefelt has told investors how big he thinks the US market is. On the Q4 2025 earnings webcast three months after Hagemeier’s appointment, he sized the US opportunity and framed the competitive position of the Almost Heaven brand Hagemeier now runs.

“We see a market with significant growth potential. We believe that there is a great opportunity for more than 10 million saunas to be built or purchased in the United States in the coming years.” ... “So Almost Heaven is the brand which you could consider as kind of like the IKEA of saunas.” Matias Järnefelt, CEO, Harvia Q4 2025 earnings webcast, 12 February 2026

A volume category and an IKEA-of-saunas brand: that is the brief Hagemeier inherited.