About us
“We learned to love the sauna before we could walk or talk.”
For us, sauna isn’t a trend. It’s a way of life.
We grew up in a culture where the sauna is an essential part of both everyday life and celebrations. As kids, we picked wild herbs on the way to the cottage and listened to our grandmother’s quiet stories between rounds of steam. That’s where Terhen began. A deep need to protect what matters—and to share it in a new way. Terhen isn’t just a concept. It’s a continuation.
Two founders. One shared passion.
We come from different backgrounds, but share the same goal: to keep the unique Finnish sauna culture alive and bring it into the modern day — helping people around the world live more balanced, healthier, and joyful lives.
Together, we combine heart and hands-on know-how: deep sauna expertise and strong business experience.
Why do we do this?
Because people need more space to breathe. To pause. To recover. To reconnect. We believe the sauna should be a part of daily life—not a luxury, but a source of presence and strength.
CEO, Founder
Terhi Ruutu
Terhi Ruutu, the founder of Terhen, has always been deeply passionate about sauna and wellness. With a background in international marketing and brand development, she created Terhen as a way to combine ancient Finnish traditions with modern wellness insights. As a certified sauna therapist and massage practitioner, Terhi’s approach to wellness is both holistic and deeply rooted in tradition. Her book, Sauna Therapy – Recipes for Well-being, reflects her philosophy of using the sauna as a powerful tool for health and healing. Terhi’s mission is simple: to bring an experience that nurtures and revitalizes people, helping them live more balanced and fulfilled lives.
Partner
Anna Velten
Anna Velten, the operational heart of Terhen, brings years of experience in managing international retail businesses and a deep passion for holistic living. With a bachelor’s degree in hospitality management and a genuine love for Finland’s nature, Anna is dedicated to preserving the traditions of Finnish sauna culture while creating meaningful, sustainable connections through Terhen’s services. She is also a wild herb expert and traditional sauna practitioner, ensuring that Terhen’s offerings are not only authentic but also aligned with the principles of well-being, sustainability, and community. Anna’s leadership is at the core of Terhen’s mission to build a thriving, impactful brand that promotes wellness on a global scale.
“It has been a true pleasure working with you. You are undoubtedly a top partner in your field in Finland. We look forward to continuing our collaboration in the future.”
– Development Manager, Sokos Hotels
“USVA is a uniquely Finnish spa concept with strong international potential. It combines authentic sauna and wellness traditions with a scalable, well-branded model. We see it as an innovative solution that also promotes Finnish culture globally.”
– General Manager, NH Collection Helsinki Grand Hansa
“We have utilized Terhen’s top-notch knowledge during our concept renewal at @flamingospa. She introduced us to many new insights regarding saunas and everything involved in the tradition and rituals. It was incredibly interesting and truly captivated us all! We will definitely continue working together and planning unforgettable experiences for our customers.”
– CEO at Flamingo Spa
“Pure relaxation for all senses”
– Review of Usva by Terhen
“Tranquility, spa and relaxing in a perfect package”
– Review of Usva by Terhen