Tom Murray Willis

I relocated from London to Helsinki in 2015 and quickly became immersed in Finnish sauna culture. Sauna becomes part of your lifestyle in Finland as you are quite simply surrounded by saunas! You have them at home, at the office, at every summer cabin and on top of that there is an extensive selection of excellent public saunas to visit in every city.

My Finnish friends saw how much I enjoyed sauna and nominated me to the Finnish Sauna Society which I became a member of in 2025. Since then I have become more passionate about spreading authentic Finnish sauna culture around the world. Finnish sauna culture is thousands of years old and after all of that time, Finns have perfected the art of sauna!

It has been very exciting to watch the English sauna boom unfolding. I regularly visit my family in East Sussex and have eagerly visited saunas across England. The quality of public saunas is definitely improving but there is always something lacking. So far, I have not had an English sauna experience that is on par with the public saunas of Finland.

My background is in architecture and planning and I have worked as an entrepreneur for the last 10 years running a successful wine agency in Helsinki. I have now assembled a Nordic-British team of sauna professionals and we plan to bring the authentic Finnish sauna experience along with minimalist Nordic sauna design to the UK.