Natura Viva

What Natura Viva does

Natura Viva Oy is a privately held, family-owned outdoor recreation operator founded in 1986 and headquartered in Espoo, Finland. The company runs the broadest multi-location outdoor equipment network in Southern Finland, with nine service points spanning three national parks (Nuuksio, Teijo, and the Helsinki archipelago) and additional urban paddling points (Vuosaari, Kivinokka, Matinkylä, Suvisaaristo, Melontaranta Tapaninvainio). It employs approximately 13 full-time staff supplemented by roughly 30 seasonal workers during peak summer.

The product portfolio rests on three interlocking pillars: (1) self-service equipment rental of kayaks, SUP boards, fatbikes, canoes and rowing boats; (2) season passes (all-access Ulkoilijan kausikortti at €299, sport-specific passes at €49–€249, and a €549 corporate pass) that drive recurring usage across the network; and (3) guided experiences including kayaking courses, the Helsinki by Kayak and Midnight Magic tours, weekly group paddles, and beginner sessions. Supporting offerings include wilderness cabins, Tentsile tree tents, a 19-pitch caravan site, and sauna rentals at Haukanpesä (Nuuksio), Matildanjärvi (Teijo) and the Solid Sauna wagon at Vuosaari. B2B revenue is generated through customized corporate event packages with quote-based invoicing.

The business runs on a standard e-commerce platform (naturaviva.fi) with a dedicated season pass member portal (extra.naturaviva.fi/klubi), payment integrations with Visma Pay, MobilePay and Finnish sports-benefit providers (Epassi, Smartum, Edenred), and direct customer service via phone and email. Distribution is exclusively direct-to-consumer via the company's own storefront; no third-party resellers, marketplace listings, or app are present. Go-to-market combines product-led self-service booking with event-driven acquisition (weekly paddles, Garage Sale events at Vuosaari, Outdoors Finland project participation). Sustainability is a stated differentiator: third-party certified since 2020 with Sustainable Travel Finland, Good Travel Seal, and Biosphere certification in process for spring 2026. Operating rights in Nuuksio and Teijo are secured through a strategic partnership with Metsähallitus, the Finnish Forestry Administration, which constitutes a meaningful regulatory concession.

Name

Natura Viva

Legal name

Natura Viva Oy

Website

https://naturaviva.fi

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

11–50 employees

Short description

Natura Viva is a family-owned Finnish outdoor recreation operator offering self-service kayak, SUP, fatbike and rowing boat rentals, season passes, guided tours, courses, wilderness cabins and saunas across nine locations in Southern Finland. It serves individual enthusiasts, beginners and corporate group clients.

Ownership category

akta.pro rank

Product category

Outdoor Recreation Services

NAICS

RV (Recreational Vehicle) Parks and Recreational Camps (7212), RV (Recreational Vehicle) Parks and Recreational Camps (72121), RV (Recreational Vehicle) Parks and Campgrounds (721211), Recreational and Vacation Camps (except Campgrounds) (721214)

SIC

Hotels, Rooming Houses, Camps & Other Lodging Places (7000), Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Campground & Overnight Facilities Operations (Campsites, Cabins, Backcountry Huts) (THAAAGAE)

Keywords

• Outdoor equipment rental
• Nature tourism services
• Guided paddling tours
• Seasonal activity passes
• Wilderness cabin accommodation

Headquarters

HQ city

Espoo

HQ country

Finland

HQ region

Europe

Offices8 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Supply Chain, Technology or R&D

Revenue model

1. Equipment Rental: Short-term and multi-day rental of outdoor equipment including kayaks, canoes, SUP boards, rowing boats, and fatbikes. Rentals are priced per booking session (hourly or daily). Equipment is available at multiple locations across Southern Finland, including national parks.
2. Season Passes: Annual and seasonal pass products (Ulkoilijan kausikortti, Kokeilijan kausikortti, and sport-specific passes for kayaking, SUP, fatbike) giving unlimited equipment access across nine locations. Season passes drive recurring revenue and convert one-time renters into long-term engaged customers.
3. Guided Tours and Courses: Guided kayaking tours (Helsinki by Kayak, Midnight Magic), kayaking beginner courses, and weekly group paddles. Revenue is generated per participant per session. Courses and tours are offered in multiple languages including English.
4. Accommodation and Sauna Rental: Cabin, wilderness hut, caravan site, Tentsile, kota, and sauna rentals in Nuuksio and Teijo National Parks. Overnight accommodations range from basic wilderness cabins (Oravankolo, Tikankolo) to equipped cabins at Matildanjärvi, plus caravan pitches with electric hookup.
5. Corporate Events: Customized team-building and corporate event packages combining outdoor activities with meeting facilities, sauna, and catering. B2B sales through dedicated sales team ([email protected]) with quote-based pricing and invoicing.
6. Gift Certificates: Gift cards valid for one year from purchase, redeemable for any Natura Viva service including rentals, courses, tours, season passes, and accommodation. No balance remaining required to be spent in one transaction.
7. Used Equipment Sales: Sale of retired rental equipment (kayaks, canoes, fatbikes, SUP boards) via online shop and seasonal Garage Sale events at Vuosaari. Equipment is sold after 2-3 seasons of rental use.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

Natura Viva operates a multi-location outdoor recreation platform across Southern Finland, providing self-service rental of kayaks, SUP boards, fatbikes, canoes, and rowing boats at nine destinations spanning Nuuksio and Teijo National Parks and the Helsinki metropolitan area. The company sells annual and sport-specific season passes for unlimited multi-location equipment access, runs beginner kayaking courses and guided tours (Helsinki by Kayak, night paddling), and offers wilderness cabin, Tentsile tree tent, caravan, and sauna accommodation alongside customized B2B corporate event packages.

Product overview

Natura Viva is a Finnish outdoor recreation company operating as a unified platform of interconnected services across Southern Finland's national parks and Helsinki metropolitan area. The portfolio is organized around three interlocking pillars: (1) Equipment Rental — kayaks, SUP boards, fatbikes, canoes, rowing boats, and city rowing boats available at nine locations via a self-service model; (2) Season Passes — all-inclusive and sport-specific annual/summer passes that unlock unlimited equipment access across the network; and (3) Guided Experiences — kayaking courses, guided tours (including Helsinki by Kayak and Midnight Magic night kayaking), and weekly group paddling sessions. Supporting these are accommodation offerings (wilderness cabins, Tentsile tree tents, caravan sites, and kota), sauna rentals, corporate/group events, gift certificates, and a used equipment shop. The company's nine locations span Vuosaari, Melontaranta Tapaninvainio, Nuuksio National Park, Teijo National Park, Suvisaaristo, Kivinokka, and Matinkylä, with operations coordinated through an online booking platform and season pass member portal.

Differentiator

Problem solved

Functional benefit

Products and services

• Outdoor Equipment Rental Self-service rental of kayaks (beginner and touring), stand-up paddle boards, fatbikes, open canoes, and rowing boats at nine Natura Viva destinations including Vuosaari, Kivinokka, Melontaranta, Nuuksio, Teijo, Matinkylä, and Suvisaaristo. Priced per booking session (hourly or daily); aimed at individuals and small groups.
• Season Passes Annual and seasonal passes (Ulkoilijan kausikortti €299, Kokeilijan kausikortti €149, Melontaranta €99, sport-specific Kayak/Fatbike €249, SUP €219, City Rowing €49, Corporate €549) providing unlimited equipment access across Natura Viva's nine Southern Finland locations.
• Guided Kayaking Tours Guided kayaking excursions including Helsinki by Kayak (€109, 3-hour Helsinki archipelago tour), Midnight Magic / Kesäyön taikaa night kayaking (€99), Helsinki City Kayak, and winter paddling tours (€129), led by professional instructors with multi-language options including English.
• Kayaking Courses Beginner and introductory kayaking courses at €29 per person, plus 'Tutustu melontaan' (try paddling) sessions at Vuosaari and Matinkylä, plus guided local-food fatbike introductions at Teijo (€49). Courses serve as the entry point for first-time paddlers to develop skills before independent rental.
• Helsinki City Rowing Boats Self-service city rowing boat rentals at Vuosaari and Aurinkolahti in Helsinki, with flexible 1–4 hour bookings and a dedicated summer season pass (€49, June 15–August 31, max 1 booking/day, 4 hours each).
• Wilderness Cabins (Eräkämppä) Rental of traditional wilderness cabins: Oravankolo in Nuuksio (from €145/night), Tikankolo in Nuuksio (from €149/night), and Matildanjärvi cabins in Teijo National Park (from €129/night, includes sauna session). Self-service access via PIN code.
• Tentsile Accommodation Tree tent (Tentsile) accommodation at Teijo National Park near the Nature Centre, priced from €79 per night, providing a unique suspended camping experience.
• Caravan / Campsite Pitches 19-pitch caravan area at Teijo National Park with electric hookup, priced from €35 per night. Caravan guests receive 20% sauna discount.
• Sauna Rental Sauna rental at Haukanpesä (Nuuksio National Park, from €89/session by Haukkalampi lake), Matildanjärvi (Teijo, included with cabin rental), and the Solid Sauna wagon at Vuosaari (€15/1.5-hour public session, sea views, max 10 people).
• Corporate and Group Events Customized team-building and corporate event packages combining paddling, SUP boarding, and fat biking with optional meeting facilities, sauna, and catering. B2B sales via [email protected] with quote-based pricing, invoicing (€21/invoice surcharge), and 14–30 day cancellation policy.
• Gift Certificates Gift cards valid for one year from purchase date, redeemable for any Natura Viva service including equipment rental, courses, tours, season passes, and accommodation. No minimum remaining balance required to be spent in one transaction.
• Used Equipment Shop (Retkikauppa) Sale of quality used outdoor equipment (kayaks, canoes, fatbikes, SUP boards) retired from rental after 2–3 seasons of use, available via the online shop and seasonal Garage Sale events at Vuosaari.
• Weekly Group Paddling Sessions Recurring guided group paddling sessions: Thursday at Vuosaari, Monday at Suvisaaristo, Friday at Kivinokka, and Friday at Matinkylä; priced at €10 for season pass holders.
• Season Pass Online Booking Portal (Klubi) Self-service online portal at extra.naturaviva.fi/klubi allowing season pass holders to reserve outdoor equipment across Natura Viva's network without contacting customer service.

Quantifiable outcome

• Season pass holders with shared equipment serve hundreds of people annually, reducing individual ownership needs
• +2 more outcomes

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Partnerships

Six partnerships are on record, tiered minor and core.

• Outdoors FinlandminorGTM or Marketing PartnerNatura Viva participates in the Outdoors Finland project, a Finnish outdoor tourism initiative that provides promotional imagery and content for participating operators. Natura Viva's website photos are partly produced through the Outdoors Finland project.
• MetsähallituscoreStrategic or Co-development PartnerMetsähallitus (Finnish Forestry Administration) is Natura Viva's key strategic partner for operating nature tourism services in Finland's national parks. Natura Viva operates under Metsähallitus' sustainable tourism principles in Nuuksio and Teijo National Parks. Metsähallitus has selected Natura Viva as the operator for Teijo National Park's Matildanjärvi services.
• Bear & WaterminorChannel Partner/ Reseller/ DistributorBear & Water is described as Finland's leading paddling equipment shop, with a broad selection of paddling gear. Natura Viva collaborates with Bear & Water as a partner in the paddling equipment ecosystem.
• Nuuksio LakelandminorStrategic or Co-development PartnerSeven companies operating in the Nuuksio area have joined together to develop the visibility of the Nuuksio region and its services. The municipality of Vihti is also involved in this regional cooperation.
• Metsäravintola (Teijo Arkki)minorOthersMetsäravintola operates as a cafe-restaurant at the Teijo Nature Centre during the summer season 2026, serving seasonal food using local and foraged ingredients. Contact: [email protected], 0505129618.
• Cafe HaukkaminorOthersCafe Haukka, featured in the 'Kuppilat Kuntoon' TV show, operates at the Nuuksio Haukanpesä location during the summer season, serving national park visitors.

Scale indicators5 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Bikvarld / Fatbike Finland tour operators: Finnish fatbike rental and tour operators offering trail cycling experiences in Finnish nature; comparable as a direct competitor in the fatbike rental and guided tour segment within Finland's outdoor recreation market.
• Outdoorbooking / SUP Finland rental networks: Outdoor recreation booking platforms and rental networks in the Nordics offering similar equipment rental and guided outdoor experiences; comparable as a multi-location gear rental and activity booking competitor.
• House of Outdoors / Nuuksio outdoor operators: Outdoor activity operator near Nuuksio offering hiking, climbing, and team-building experiences; comparable as a Southern Finland nature activity operator offering guided experiences and corporate events in overlapping geography.

Broad incumbents

• Erämatkailu / Finnish Nature Tourism Operators: Federation and aggregator of Finnish nature tourism operators offering outdoor experiences and accommodation; comparable as a broader umbrella for similar Southern Finland nature tourism services, including guided and rental products.
• Retkipaikka.fi: Finland's largest outdoor and hiking community and content platform covering destinations, hiking trails, and outdoor activities; comparable as a fellow Southern Finnish outdoor recreation information and destination platform, though not a direct equipment operator.
• Viking Line / Tallink (Archipelago experience operators): Major maritime and tourism operators offering archipelago experiences and excursions in the Helsinki region; comparable as a broader Helsinki-area tourism operator that competes for outdoor and sightseeing leisure time, though anchored in sea transport rather than paddling and land-based outdoor recreation.

Regional players

• Lakeland Outdoors (Saimaa region operators): Operates outdoor equipment rental, cabin stays, and guided paddling tours in the Finnish Lakeland region; comparable in service mix (kayak/SUP rental + cabin + tours) but focused on Saimaa rather than Southern Finland's coast and southern parks.
• Wilderness Hotels & Safaris Finland: Operates Finnish nature hotels and outdoor activity programs; comparable as a Finnish outdoor tourism operator combining accommodation with guided nature experiences, though focused more on Lapland and lakeside hotels than Southern Finland's paddling network.
• Hossa Hiking & Canoeing Center: Offers outdoor equipment rental, cabin accommodations, and guided experiences in Finnish national parks; comparable in service mix (gear rental + cabins + courses) but operates in Hossa National Park in Eastern Finland rather than Southern Finland.

Others

• Bear & Water: Finland's leading paddling equipment retail shop; comparable as a partner in the Finnish paddling ecosystem and a complementary outlet for paddling gear, including the used equipment that Natura Viva retires from its rental fleet.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/UCDYbE1x3dUwHa1XoV-H0XLQ/featured
• Facebookfacebook.com/NaturaViva
• LinkedInlinkedin.com/company/natura-viva
• Instagraminstagram.com/naturavivafinland

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Natura Viva