At interbad 2026 in Stuttgart, EuroSpaPoolNews met Mihkel Ilp, CEO of HUUM, to discuss the newly created Estonian Sauna Trust. In this video interview, he explains why Estonian sauna manufacturers have chosen to join forces around quality, trust and a stronger international identity.

Giving Estonian sauna expertise greater international visibility

Created in 2026, the Estonian Sauna Trust brings together sauna and sauna technology manufacturers that share a common ambition: to promote Estonian expertise internationally while giving professionals a clearer indication of the quality and reliability behind the products they select.

The initiative was launched by four founding members -- HUUM, Auroom Wellness, Leil Saunas and DWILD -- and made its international debut at interbad 2026. As previously presented by EuroSpaPoolNews, the alliance aims to give international buyers, distributors and spa operators a way to identify companies committed to craftsmanship, dependable technical support, authentic sauna expertise and responsible innovation. 

Watch the EuroSpaPoolNews interview with Mihkel Ilp, CEO of HUUM, recorded at interbad 2026 in Stuttgart

In the interview recorded in Stuttgart, Mihkel Ilp explains that one of the motivations behind the project is to give Estonia greater recognition as a sauna nation. While Finnish sauna culture has built strong international visibility over the years, he believes Estonian companies also have high-quality products, expertise and a distinctive sauna culture to bring to global markets.

For him, however, quality goes beyond the product itself. It also encompasses the way companies develop their products, conduct business and provide after-sales support to their partners. This broader definition is at the heart of the name "Estonian Sauna Trust": trust should be built not only through product performance, but through long-term relationships between manufacturers and professionals.

The Estonian Sauna Trust team at their stand at interbad 2026

The sauna experience as a common foundation

Mihkel Ilp also places the experience itself at the centre of the initiative. A good sauna should provide physical and mental relaxation, but also create a comfortable environment where people can come together. In his view, this experience depends directly on the quality of the equipment, materials and expertise behind it.

The Trust therefore aims to promote not simply a national origin, but a shared approach to sauna, combining craftsmanship, technology, service and an authentic user experience. This positioning reflects the values already set out by the alliance at its launch: uncompromising quality, reliable products and support, long-term dependability and responsible innovation. 

An alliance designed to grow

The Estonian Sauna Trust is still at the beginning of its development. Mihkel Ilp explains that the organisation is currently structuring its future activities and preparing its plans for the coming years.

While the four companies are its founding members, the ambition is for other Estonian sauna companies sharing the same commitment to quality and trust to join the initiative over time. For Mihkel Ilp, widening the alliance will be essential to building a sustainable long-term organisation and strengthening the international identity of Estonian sauna expertise. Discover the Estonian Sauna Trust and its four founding members.