Sauna from Finland and PoolBiz.eu Form European B2B Alliance

Sauna from Finland, the Finnish industry association representing over 250 sauna companies, has named PoolBiz.eu as its exclusive B2B communication partner for European markets. The agreement took effect February 1, 2026.

How It Works

Under the deal, PoolBiz.eu takes on operational responsibility for European B2B activation: developing specialized editorial content, managing a professional community focused on the spa and relaxation industries, and providing market analysis and networking opportunities for Sauna from Finland's member companies. Sauna from Finland retains its core role as brand custodian and quality standards guardian.

Partnership Details: Sauna from Finland (250+ member companies) + PoolBiz.eu (European B2B media). Effective February 1, 2026. PoolBiz.eu becomes exclusive European B2B communication partner. Focus: connecting Finnish sauna manufacturers with European spa operators, installers, and architects.

Why It Matters

Europe is the largest market for Finnish sauna products outside the Nordics, but it's a fragmented one: different languages, different building codes, different distribution structures across each country. Having a dedicated B2B media partner with existing European industry connections should help Finnish manufacturers reach the right buyers more efficiently than going country-by-country on their own.

For European spa operators and architects looking for Finnish sauna expertise, the alliance creates a clearer entry point into the Sauna from Finland network.