TTNE

What TTNE does

TTNE Inc. (TTNE株式会社) is a Tokyo-headquartered Japanese sauna creative collective founded in 2017 by Dai Matsuo ("Totonoe-Oyakata") and Daisuke Akiyama ("Sauna Master"). The company operates as an integrated B2B sauna production and lifestyle-branding platform, with core operations spanning the design, branding, and end-to-end production of sauna facilities for hospitality operators including hotel chains, ryokans, public bathhouses, hot spring resorts, and real-estate developers. Notable projects include the Dragon Sauna at Spa Metsä Otaka Ryusenji no Yu (SAUNACHELIN 2022 #1), SUIDEN TERRASSE (with Pritzker laureate Shigeru Ban), SANA MANE SAZAE (with Kengo Kuma), and the TOTOPA urban spa with Tokyo Tatemono.

Beyond project-based consulting, TTNE monetizes across six revenue streams: (1) sauna facility production and consulting fees (professional services); (2) hardware distribution as Harvia's authorized Japanese dealer via sauna-select.com (hardware sales); (3) branded apparel and merchandise through ttne.shop (one-time sales); (4) the free CLUB TTNE membership community (10,380+ members) supporting lead generation and booking via STAY TTNE; (5) the AGENT TTNE talent agency representing Aufguss masters, sauna models, DJs, and doctors; and (6) media and events including SAUNA FES JAPAN, the SAUNACHELIN and SAUNA37 awards, and branded collaborations with Corona (Suntory) and BAUM. The underlying platform architecture combines Finnish sauna equipment expertise (Harvia dealership, Global Ambassador role since March 2023) with Japanese bathing culture, architecture (Kengo Kuma, Shigeru Ban, SUPPOSE DESIGN OFFICE collaborations), and content/community assets (SAUNACHELIN, SAUNA37, Japan Sauna Society, &SAUNA TV). Pricing is project-specific for B2B services and not publicly disclosed; consumer memberships are free. The company is founder-owned, privately held, with ~15 core team members and offices in Tokyo (HQ + studio) and Sapporo.

Name

TTNE

Legal name

TTNE株式会社 (TTNE Inc.)

Website

https://ttne.jp

Company type

Private

Founded year

2017

Operating status

Operating

Short description

TTNE is a Tokyo-based sauna creative collective founded in 2017 that designs, brands, and produces sauna facilities for Japanese hotels, ryokans, and hot spring operators, while also serving as Harvia's authorized Japanese dealer and operating awards, talent agency, and community platforms.

Ownership category

akta.pro rank

Product category

Sauna Facility Design and Hospitality Creative Services

NAICS

Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (7114), Plumbing and Heating Equipment and Supplies (Hydronics) Merchant Wholesalers (42372)

akta.pro industry

PRIMARYHSADAKAC

Sauna & Steam Bath Facilities

Home & Personal Services/Fitness, Wellness & Personal Training/Spa, Sauna & Recovery Services

SECONDARYTHAJAHAD

Thermal Baths, Hot Springs & Saunas (Onsen, Hammams, Banya, Sauna Worlds)

Travel & Hospitality/Tours, Attractions & Experiences/Wellness & Spa Experiences (Retreats, Thermal Baths, Yoga)

Keywords

• Sauna facility design
• Hospitality creative services
• Wellness experience consulting
• Sauna equipment distribution
• Sauna talent agency

Headquarters

HQ city

Tokyo (Head Office)

HQ country

Japan

HQ region

Asia

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Sauna Facility Production & Consulting: TTNE designs, brands, and produces sauna facilities for B2B clients including hotels, ryokans, public baths, and resort developers. Revenue is generated through project-based fees for consulting, planning, design direction, and construction management. Clients include major hotel chains (androoms, Shiraiya Hotel), spa brands (Spa Metsä), and hot spring operators across Japan.
2. Sauna Product Sales (Harvia Dealer): TTNE is an authorized dealer for Harvia (world's No.1 sauna equipment brand) in Japan, selling sauna stoves, barrel saunas, ice bath tubs, and accessories through sauna-select.com and direct B2B sales to facility operators.
3. Apparel & Merchandise (TTNE Shop): Sale of TTNE-branded sauna apparel, accessories, and collaboration items through ttne.shop e-commerce platform and pop-up stores. Includes limited edition collaborations and partner-branded merchandise.
4. CLUB TTNE Membership: Free membership community (CLUB TTNE) with 10,380+ registered members, offering priority access to new facilities, email newsletters, exclusive event tickets, partner campaigns, and STAY TTNE booking services.
5. Sauna Talent Agent Services: Casting and representation of sauna specialists (Aufguss masters, whisking experts, models, photographers, DJs, doctors) for event appearances, TV shows, promotional campaigns, and brand collaborations through the AGENT [TTNE] service.
6. Media & Events: Organization of SAUNA FES JAPAN, SAUNACHELIN, SAUNA 37 awards, international sauna tours, and branded events. Revenue from event tickets, sponsorships, media partnerships, and brand collaborations.

Pricing tiers

Go-to-market motion4 records

Distribution channels6 records

Marketing channels9 records

Core offering

TTNE is a Japan-based sauna creative collective that designs, brands, and produces custom sauna facilities for B2B clients such as hotels, ryokans, public baths, and real estate developers. Beyond facility production, the company operates e-commerce storefronts (sauna-select.com, ttne.shop) distributing sauna equipment and apparel, runs a talent agency for sauna professionals (AGENT TTNE), organizes industry events and awards (SAUNACHELIN, SAUNA 37), and operates a free membership community (CLUB TTNE).

Product overview

TTNE is a sauna creative collective that pioneers new possibilities by fusing global sauna traditions with Japan's rich bathing culture. Founded in 2017 by Dai Matsuo (Totonoe Oyakata) and Daisuke Akiyama (Sauna Master), the company operates as a platform-plus-modules architecture consisting of: (1) SAUNA PRODUCE - end-to-end sauna consulting and branding services; (2) SAUNACHELIN and SAUNA37 - award programs recognizing top domestic and international saunas; (3) AGENT TTNE - casting service for sauna talent; (4) SAUNA SHOP/SELECT - e-commerce for apparel and equipment; (5) CLUB TTNE - membership community with 10,380+ members; and (6) proprietary facility concepts including SOLO SAUNA tune, SAUNA METSA, and RoofTop37. The company also operates media platforms including the &SAUNA YouTube channel and publishes content through KEEP IT REAL magazine.

Differentiator

Problem solved

Functional benefit

Brands

• TTNE PRO SAUNNER: Professional sauna specialist brand operated by TTNE, representing pro saunners and sauna talents.
• SAUNACHELIN
• SAUNA37
• CLUB TTNE
• AGENT TTNE
• ANUAS
• BANYA JAPAN
• SAUNA SELECT

Products and services

• SAUNA PRODUCE End-to-end sauna production service covering concept, design, construction management, branding, and post-opening event programming for hotels, ryokans, public baths, and resort developers.
• AGENT TTNE Talent casting and booking agency for sauna specialists, matching Aufguss masters, whisking experts, models, photographers, DJs, and doctors with events, TV shows, and brand campaigns.
• CLUB TTNE Membership Free membership community of 10,380+ sauna enthusiasts providing priority access to new facilities, exclusive event tickets, partner campaigns, and STAY TTNE booking services.
• SAUNACHELIN Annual Japan Sauna Award project selecting 11 outstanding sauna facilities each year, announced on November 11 (Totonoe no Hi / Sauna Day).
• SAUNA 37 Annual World Sauna Award program honoring 37 destination saunas globally that make saunas a travel destination.
• TTNE Shop E-commerce platform for TTNE-branded sauna apparel, merchandise, and limited collaboration items, including wholesale and OEM offerings.
• SAUNA SELECT E-commerce platform distributing outdoor barrel saunas, sauna heaters, ice bath tubs, accessories, and Harvia-branded sauna equipment as Harvia's authorized Japanese dealer.
• &SAUNA Media Channel Multimedia content platform featuring YouTube videos and TV programming exploring Japan's finest saunas, including the &SAUNA program aired on UHB Hokkaido Bunka Broadcasting.
• ANUAS Sauna Aroma TTNE's branded sauna aroma line featuring original blends of naturally-derived essential oils for löyly (sauna steam) use in facilities and at home.
• BANYA JAPAN Russian-style banya tent import and sales brand promoting Russian banya culture and whisking practices in Japan.

Quantifiable outcome

• Post-renovation visitor numbers increased 6x (from ~150 to 900 visitors/day) at Horita Yu public bath
• +3 more outcomes

Named customers10 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

13 partnerships are on record, tiered flagship, core and minor.

• Harvia Plc.flagshipGTM or Marketing Partner · 8 March 2023TTNE was appointed as Harvia's first-ever Global Ambassador in March 2023. Harvia is the world's No.1 sauna equipment brand headquartered in Finland. This partnership positions TTNE as the international face of Harvia and grants TTNE authorized dealer status for Harvia products in Japan. TTNE distributes Harvia stoves, heaters, and accessories through its sauna-select.com platform and to B2B facility clients.
• Harvia Japan (Dealer Expansion)coreChannel Partner/ Reseller/ Distributor · 8 March 2023Following the Global Ambassador appointment, TTNE began expanding Harvia dealer presence across Japan, supplying Harvia sauna equipment to hotels, public baths, and new sauna facilities throughout the country.
• BAUM Japan (Sauna Ritual)minorGTM or Marketing PartnerTTNE collaborated with BAUM Japan on the BAUM SAUNA RITUAL promotion (September 2024), a branded sauna experience event featured on the TTNE homepage promotion section.
• Corona (Suntory) — Corona Sunsets FestivalcoreGTM or Marketing PartnerMulti-year partnership with Corona (Suntory) to produce the Corona Sunsets Festival sauna events. Notable collaborations include the CORONA WINTER SAUNA in Shimo-Kitazawa (Tokyo) — an urban sauna event combining Corona beer and winter sauna experiences that generated significant media attention.
• ANUAS (Sauna Aroma Brand)minorStrategic or Co-development PartnerTTNE launched the ANUAS sauna aroma brand, offering sauna-specific essential oil blends (Löyly) for use in sauna facilities. ANUAS features 7 themes including 'ENERGY' and 'LOVE.' Products are used in TTNE-produced facilities and distributed through partner channels.
• BANYA JAPAN (Sauna Tent Brand)minorStrategic or Co-development PartnerBANYA JAPAN was launched by Nebanya / Nehata Yoichi (TTNE agent talent) as a Russian banya tent import/sales company. TTNE supports the brand through its network and promotes sauna tent culture in Japan.
• Finland National Tourist Board / Visit FinlandcoreGTM or Marketing PartnerTTNE founders were appointed as Finland Sauna Ambassadors. TTNE has conducted multiple EU sauna tours (Finland, Germany, and other countries) in partnership with Visit Finland, Harvia, and Finnish tourism organizations. These tours build international network connections and reinforce TTNE's authenticity in the global sauna community.
• Kengo Kuma Architects & EngineersflagshipStrategic or Co-development PartnerTTNE collaborated with world-renowned architect Kengo Kuma's firm to produce SANA MANE SAZAE at Naoshima (Setouchi Art Festival). This was the first architecture x sauna collaboration in Japan, creating a unique conch-shell inspired sauna space.
• Shigeru Ban ArchitectsflagshipStrategic or Co-development PartnerTTNE worked with Pritzker Prize-winning architect Shigeru Ban to design the sauna at SHONAI HOTEL SUIDEN TERRASSE in Yamagata, using paper tube-inspired bench designs — Japan's first architect x sauna collaboration. This partnership subsequently led to a second sauna building project at TAMADIC Nagoya Building.
• SUPPOSE DESIGN OFFICE (Tanijiri Makoto, Yoshida Ai)coreStrategic or Co-development PartnerTTNE has partnered with SUPPOSE DESIGN OFFICE on multiple projects including THE (Shibuya), hotel androoms Sapporo, and Hiki stargazing sauna (Hiroshima), integrating architectural design expertise with sauna experiential design.
• 8Hotel GroupcoreChannel Partner/ Reseller/ DistributorTTNE produced the sauna at 8HOTEL Chigasaki (Shonan), which became the birthplace of the mixed-gender, year-round sauna culture in Japan. Ongoing partnership across multiple hotel properties including subsequent locations.
• Japan Sauna and Spa AssociationcoreStrategic or Co-development PartnerTTNE received a Certificate of Appreciation from the Japan Sauna and Spa Association for contributions to the industry. TTNE also founded the Japan Sauna Society as a parallel academic organization.
• 博報堂ケトル (Hakuhodo Kettle)minorImplementation/ SI/ Consulting PartnerHakuhodo Kettle provided creative direction for the Horita Yu public bath renovation project, working with TTNE on brand concept and design language alignment across the project.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Harvia Plc. Finland-based world's #1 sauna equipment manufacturer and TTNE's flagship partner (Harvia's first-ever Global Ambassador). Comparable as a sauna-category leader but sits upstream of TTNE as the OEM equipment supplier rather than the creative/services layer.
• Aman Group: Global ultra-luxury hospitality brand built around wellness, spa, and minimalist architecture. Comparable to TTNE for the premium positioning, architect-driven facility design, and integration of wellness experiences as a core brand pillar rather than an amenity.
• Banyan Tree Holdings: Luxury hospitality group built around spa and wellness experiences rooted in Asian bathing traditions. Comparable to TTNE for the cross-cultural fusion of Asian wellness heritage with premium hospitality positioning, though at significantly larger scale.
• Mandarin Oriental Hotel Group: Global luxury hospitality group with a recognized spa/wellness program embedded in its brand. Comparable to TTNE in fusing premium positioning with destination-quality wellness and architectural facility design, though at global hotel-chain scale.
• Six Senses Hotels Resorts Spas: IHG-owned luxury hotel brand with wellness as its central identity. Comparable to TTNE in fusing architecture, hospitality design, and sauna/wellness rituals into a brand-defining experience — but at much larger global scale.
• KLAFS GmbH & Co. KG: Germany's leading premium sauna manufacturer serving hotels, spas, and private customers across Europe. Comparable to TTNE at the equipment/premium-sauna brand layer but more established and more focused on product manufacturing than creative agency services.

Direct peers

• Therme Group: Global developer of large-scale wellness destinations combining thermal bathing, saunas, architecture, and cultural programming. Most directly comparable to TTNE's positioning as a premium sauna/wellness experience designer that pairs physical facility creation with cultural authority and brand-led demand.
• Hoshino Resorts Inc. Japanese luxury hospitality operator with HOSHINOYA ryokan brand and an explicit onsen/bathing-wellness focus across properties. Comparable to TTNE for combining premium Japanese hospitality positioning with deep sauna/onsen programming and architecturally distinct facility concepts.

Regional players

• Solare Hotels & Resorts Co., Ltd. Japanese mid-scale hotel chain with growing wellness and sauna amenities across its properties. Comparable to TTNE as a Japanese hospitality operator investing in sauna/wellness differentiation, though without TTNE's creative agency and cultural authority layer.

Others

• TOTO Ltd. Japan's leading bathroom and sanitary ware manufacturer with deep cultural credibility in Japanese bathing culture. Comparable to TTNE as a Japanese bathing/wellness brand but operates as a mass-market equipment manufacturer rather than creative/services platform.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@ttne_official
• Facebookfacebook.com/ttneprosaunner
• Instagraminstagram.com/ttne_official
• Pinterestpinterest.com/ttne_official/?actingBusinessId=1067423686589604304

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 TTNE