The tradition of sauna is shaping Finnish business culture and it could benefit your business – here’s how

Finland is estimated to have over 3.3 million saunas. In these establishments, the population of approximately 5.5 million people not only bathe but also decide on deals – and come together to do business. Throughout history, heated rooms have held a place in the way Finnish business culture operates and vice versa, the tradition of sauna bathing has had its impact on the way business is done in the country.

The basis of Finnish business culture lies in the tradition of sauna

Sauna is the symbol of trust and equality as everyone who enters, is stripped into their bare minimum. The sauna has become a space where status and hierarchies are set aside. On wooden seats strangers, friends, presidents and business partners come together from all paths of life. Everyone enters the space equally – the sauna knows no egos, building on shared agreement of trust and egalitarianism. Very similarly, trust and transparency have become central to Finnish business culture. Something that also shows in research as Finland ranks among the least corrupt countries globally according to the Corruption Perceptions Index.

90% of people living in Finland go to the sauna at least once a week and 40% go to the sauna multiple times in a week, making saunas the ultimate meeting points and places of relaxation, community building and networking. While some saunas operate as quiet spaces, many allow for conversation and deep and meaningful meetings to take place.

Everyone enters the sauna space equally – the sauna knows no egos.

Saunas are, thus, some of the most important places for building relationships outside of the formal business setting. While most business decisions take place in the boardroom, relationship-building can often take place in a more informal setting and what better place than the egalitarian sauna. Outside of public saunas and corporate sauna spaces, inviting someone into a domestic context such as a private home or a housing association sauna can be a sign for familiarity, openness and inclusion. Entering a private sauna can truly be a turning point in any relationship, particularly a business one.

Understanding Finnish sauna culture will profit your business

When entering a sauna, especially as a visitor or a foreigner to the local customs, it can be good to be aware of the way Finns communicate in a more informal setting. Saunas are places for clear and direct communication. While good manners are always appreciated in the form of asking whether more water should be thrown on the stove or thanking someone for throwing such water, communication should be kept straight. Saunas are known for encouraging unfiltered dialogue. Something that is often mirrored in Finnish business communication. Finns enjoy shared responsibility in decision-making processes and rely on the fact that information is told poignantly and with no fuss around it. Just tell it like it is, Finns are all for straight-to-the-point interaction.

Saunas are known for encouraging unfiltered dialogue.

As mentioned, the history of Finland knows no boundaries over the amount of stories that have been told about important decisions taking place in a sauna setting. Former president Urho Kekkonen famously used sauna diplomacy to mediate between East and West, and throughout time, Finnish decision makers have taken to sitting on hot benches in the name of diplomacy. The sauna still stands as a neutral ground for negotiation still today, while advances of the modern times have penetrated the sauna etiquette. For example, all sexes are now allowed to take part in negotiations and the protocols post-löyly or the sauna heat, are kept increasingly open and transparent. 

The tradition of sauna is a testament to doing respectful business 

While it is true that as times advance, the sauna has become a less common place for say, an international corporate setting today, invitations to climb the heated benches of the Finnish sauna still happen. Many large companies still make sure to have a sauna on their premises. 

The sauna is and has always been a key element of Finnish culture. It is an integral part of the everyday lives of locals and a place to share losses and celebrate the wins. The sauna has served as a place for giving birth, for washing off remnants of hard work – and to alleviate ailments as well as making important decisions and promoting good business relations.

Sauna is a place of happiness that undoubtedly creates a foundation for how business is conducted even today.

Above all, sauna is a place of happiness that undoubtedly creates a foundation for how business is conducted even today. Understanding the heritage, cultural context and its place in the heart of Finns, could benefit your business in many ways.