Suomen Latu -the Outdoor Association of Finland

Name

Suomen Latu -the Outdoor Association of Finland

Legal name

Suomen Latu ry

Website

https://suomenlatu.fi

Company type

Private

Founded year

1938

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Helsinki

HQ country

Finland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Membership Fees: Annual membership fees from approximately 90,000 individual members organized through 176 member associations. Members receive the Latu & Polku magazine (4x/year), member benefits, and access to association events and training.
2. Training and Education Courses: Revenue from instructor certification courses, outdoor activity training programs, and educational webinars for both members and non-members. Includes courses such as Metsämörriohjaaja (Forest Mummy Instructor), Luontovoimailun ohjaaja (Nature Power Instructor), and Päiväretken ohjaaja (Day Trip Instructor).
3. Merchandise Sales: Sales of branded merchandise including the annual Ulkoilukalenteri (Outdoor Calendar), wool socks, and other outdoor-related products through the organization's web store.
4. Event Participation Fees: Registration fees for events and campaigns organized by the association and its member organizations, including the Ulkona.Perillä. touring events.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

Suomen Latu is a non-profit membership association that promotes outdoor recreation in Finland through a network of 176 member associations and approximately 90,000 individual members. It delivers its offering via the Jäsenpolku member portal, the quarterly Latu & Polku magazine, instructor training courses, branded merchandise (including the Ulkoilukalenteri outdoor calendar), and major nationwide campaigns such as Ulkona. Perillä., Nuku yö ulkona, and Kansallinen Hiihtopäivä. The organization also conducts outdoor recreation research and advocates for outdoor activity policy at municipal, regional, and national levels.

Product overview

Suomen Latu (Outdoor Association of Finland) is Finland's largest outdoor recreation organization with approximately 90,000 members and 176 member associations. The organization offers a unified portfolio of products and services centered on promoting outdoor activities and wellness. Core offerings include the quarterly Latu&Polku magazine, the annual Ulkoilukalenteri calendar, the Jäsenpolku member self-service portal, and various campaigns such as Ulkona. Perillä., Nuku yö ulkona, and Kansallinen Hiihtopäivä. The organization also conducts research (Perheliikuntabarometri, Toimintaympäristötutkimukset), runs projects like Kävely 2.0, Maastopyöräreittiluokitus, and Trails for Change, and provides instructor training courses. The Jäsenpolku portal serves as the digital hub for member services, while physical products include publications and merchandise like the Suomen Latu wool socks.

Differentiator

Problem solved

Functional benefit

Brands

• Latu&Polku: The official magazine of Suomen Latu, published quarterly for members
• Ulkona. Perillä.
• Nuku yö ulkona
• Kansallinen hiihtopäivä
• Perheliikuntabarometri
• Liikkuva perhe
• Kulttuurinmuutos

Quantifiable outcome

• 96% of Finnish adults engage in outdoor recreation
• +3 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles3 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

16 partnerships are on record, tiered core and minor.

• PartioaittacoreGTM or Marketing PartnerPartioaitta is a major outdoor equipment retailer and key marketing partner for the annual 'Ulkona. Perillä.' outdoor day campaign. The partnership includes event collaboration, co-marketing, and mutual promotion of outdoor activities. Partioaitta provides venue access, equipment demonstrations, and promotional support for events in Vantaa, Lahti, and Tampere.
• Nokian Footwear (Nokian Jalkineet)minorGTM or Marketing PartnerPartnership for the 'Hyvinvointimaisema' (Wellbeing Landscape) campaign promoting outdoor wellness. Collaboration includes social media marketing with joint hashtag campaigns and prize donations (rubber boots).
• Finnish Institute of Occupational Health (Työterveyslaitos)minorStrategic or Co-development PartnerResearch partnership providing evidence on health benefits of cycling. Suomen Latu cited Institute research showing commuters who cycle to work have fewer sick days than non-cyclists.
• AquactionminorStrategic or Co-development Partner
• Luontoon.fi (Metsähallitus)coreStrategic or Co-development PartnerNational nature service platform providing comprehensive information on Finnish nature destinations, outdoor trails, and recreation services. Suomen Latu participates in developing the Luontoon-palvelu service.
• Polkupyörien Erikoisliike NippeliminorGTM or Marketing PartnerSpecialty bicycle retailer providing gravel bike test rides and cycling expertise for 'Ulkona. Perillä.' events.
• Hiking Travel HitminorGTM or Marketing PartnerOutdoor travel company providing guided canoeing experiences and kayaking introductions at 'Ulkona. Perillä.' events in Tampere.
• Tiirismaan LatuminorChannel Partner/ Reseller/ DistributorLocal member association in Lahti providing guided walking tours and outdoor activities for the Lahti 'Ulkona. Perillä.' event.
• Ski Out BikeminorGTM or Marketing PartnerLocal outdoor equipment retailer in Lahti participating in 'Ulkona. Perillä.' event collaboration.
• Vantaan Latu ja Polku ryminorChannel Partner/ Reseller/ DistributorLocal member association in Vantaa presenting association activities and outdoor opportunities at the Kuusijärvi 'Ulkona. Perillä.' event.
• RoskapäiväminorGTM or Marketing PartnerEnvironmental initiative providing litter cleanup equipment and education at 'Ulkona. Perillä.' events, promoting responsible outdoor recreation.
• SaunatemppeliminorGTM or Marketing PartnerSauna facility providing complimentary sauna access for open water swimming event participants at Kaupinoja, Tampere event.
• Finnish Swimming Teaching and Lifeguard Association (Suomen Uimaopetus- ja Hengenpelastusliitto)coreStrategic or Co-development PartnerLong-standing partnership for open water swimming safety guidelines, instructor training, and 'Avovesiuimarin muistilista' (Open Water Swimmer Checklist). Collaboration on winter swimming championships and safety education.
• Finnish Swimming Association (Suomen Uimaliitto)coreStrategic or Co-development PartnerPartnership for open water swimming promotion and safety guidelines. Joint development of 'Avovesiuimarin muistilista' checklist.
• Ulkoilufoorumi (Outdoor Forum)coreStrategic or Co-development PartnerNational outdoor organizations' cooperation network coordinating advocacy positions for outdoor recreation policy. Suomen Latu participates in developing joint election objectives for 2027 parliamentary elections.
• Liikkuj Polku (Liikkuvaperhe)coreStrategic or Co-development PartnerNational family physical activity program implemented jointly with Suomen Latu. Joint research publications including Perheliikuntabarometri. Funded by Ministry of Education and Culture.

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Friluftsrådet (Danish Outdoor Council): Denmark's national council for outdoor recreation coordinating member organizations and promoting outdoor activities. Comparable in mission to promote outdoor recreation through coordinated national advocacy and member association support.
• Friluftsfrämjandet (Swedish Outdoor Association): Sweden's largest outdoor recreation association with a similar membership model, local chapter network, and focus on hiking, skiing, and outdoor activities. Closest Nordic peer in structure, scale, and mission to Suomen Latu.
• British Mountaineering Council (BMC): UK national body for climbing, hill walking, and mountaineering with a federated membership model. Comparable in representing outdoor recreation interests, providing training, and coordinating member clubs.
• Den Norske Turistforening (DNT - Norwegian Trekking Association): Norway's national hiking and outdoor recreation membership organization with a similar member association model, cabin network, and advocacy role. Comparable Nordic outdoor recreation association operating under analogous structure.
• American Hiking Society: US national hiking organization with a membership base, advocacy focus, and event programming. Comparable in mission to promote hiking and outdoor recreation through advocacy, events, and volunteer engagement.
• The Ramblers (UK): Britain's walking and outdoor recreation charity with a member association model, volunteer-led local groups, and policy advocacy role. Comparable in delivering outdoor programming and influencing national outdoor recreation policy.
• Naturfreunde Internationale: International nature and outdoor recreation organization with national chapters, focused on sustainable outdoor activities and environmental advocacy. Comparable in combining recreation promotion with environmental and policy advocacy.
• Deutscher Wanderverband (German Hiking Association): Germany's national hiking association promoting walking and trail-based recreation. Comparable in mission to promote outdoor recreation, develop trail standards, and coordinate member associations.
• Deutscher Alpenverein (German Alpine Club): One of the world's largest mountaineering and outdoor recreation associations with hundreds of thousands of members organized through local sections. Comparable in delivering outdoor activities, training, and member services through a federated association model.

Broad incumbents

• Outdoor Recreation Roundtable (US): US national coalition of outdoor recreation trade associations and businesses. Comparable in its national advocacy role for outdoor recreation policy, though operating as a broader industry coalition rather than a direct membership organization.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/suomenlatu
• Facebookfacebook.com/suomenlatu
• LinkedInlinkedin.com/company/suomen-latu
• Instagraminstagram.com/suomenlatu

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Suomen Latu -the Outdoor Association of Finland