Fredrik Lie-Helgesen
Founder & CEO
Also on the board
Found his calm in sauna culture and has been here from the start. His vision of bringing authentic Nordic wellbeing to the modern world drives everything we do.
We are a Norwegian company with a passion for sauna, health and community. Our goal is to make it easy to offer great sauna experiences.
Badstuegruppen was founded with one goal: to make health-promoting sauna experiences accessible to everyone. We believe that sauna is not just an experience – it's a lifestyle. Through our vertically integrated group, we build brands, technology and production that scale commercial saunas across Norway.
Badstuegruppen was started by Fredrik and Morten – two entrepreneurs with backgrounds in marketing and construction. They saw an opportunity to scale what has traditionally been a local and fragmented market, and built a concept that makes it easy to establish and operate commercial saunas across the country.
We deliver only premium sauna experiences with a focus on detail.
We build long-term relationships with investors, customers and partners.
We think long-term and choose solutions that are good for the environment.
Digital systems and smart lock technology make operations simple.
Badstuegruppen AS is the parent company in a vertically integrated group – from experience and technology to production and consumer products.
Parent company
Badstuegruppen AS
“We are not just building saunas – we are building an entire ecosystem that makes it easier to scale authentic Nordic experiences.”
Leadership and the board overlap at Badstuegruppen – the founders sit in both bodies to keep operations, strategy and governance closely aligned.
Executive management and day-to-day responsibility.
Founder & CEO
Also on the board
Found his calm in sauna culture and has been here from the start. His vision of bringing authentic Nordic wellbeing to the modern world drives everything we do.
Co-founder
Also on the board
A master craftsman with 20+ years of experience. Oversees locations and maintenance of all saunas, ensuring the highest standards.
Co-founder & CTO
Also on the board
Technology and business developer building digital solutions for better guest and owner experiences.
The board of Badstuegruppen AS ensures solid governance and long-term value creation for investors.
Chair
CEO and founder. Leads company strategy, growth and investor relations.
Board member
Co-founder responsible for operational quality, locations and company development.
Board member
Co-founder and CTO. Responsible for technology strategy, product development and digital scaling.
Board observer
Joakim Bakke is an investor and board observer in Badstuegruppen, with broad experience as a serial entrepreneur, board member and investor. As a strategic partner he contributes expertise, network and commercial experience to the company's continued growth and development.
We collaborate with location and production partners who help us establish and scale saunas across Norway.
Collaboration with landowners and operators to establish and run new sauna locations.
Network of craftspeople and suppliers for scalable sauna production in Norway.
Are you a landowner, craftsperson or operator? Get in touch to explore collaboration with Badstuegruppen.
Contact usContact us for investor relations, press inquiries or general questions about Badstuegruppen.