Åke Pihlanen

As a serial entrepreneur, brand builder and business enabler, I’ve spent over 30 years helping ideas grow into strong concepts and sustainable companies. I thrive in the space where innovation meets people, and I love working with passionate founders, early-stage ventures and bold collaborations.

With 25 years of international experience, I’ve had the privilege of building partnerships across cultures and industries – something that continues to shape my approach to collaboration, creativity and business development.

My background spans international business, executive search, creative strategy and growth support. I’m curious, humble and hands-on – a natural connector and sounding board who’s deeply committed to creating real value.

Now, I’ve turned my energy toward something that has been part of my life for as long as I can remember: the sauna.

With Finnish roots and my first sauna memory at the age of two, the warmth, silence and ritual of sauna has shaped my way of finding balance and strength. It’s a source of energy, healing and human connection – and I believe it holds far more power than many realize.

That’s why I founded Passion for Sauna – an initiative dedicated to sharing the deeper meaning of sauna culture and helping more people discover its true potential. We’re building a vibrant and inclusive community, and we’re highlighting products and services that elevate the sauna experience – from design and rituals to wellbeing and recovery.

If you feel that sauna is more than just heat, and want to explore meaningful ways to grow the culture and ecosystem around it.

Let’s talk.