Nordic Urban Oy

What Nordic Urban Oy does

Nordic Urban Oy is a Finnish privately held waterfront real-estate developer that designs, builds, and operates floating all-year-round well-being hubs branded "Allas Pool." The flagship Allas Pool Helsinki opened in May 2017 at the South Harbour near Market Square and the Presidential Palace, spanning approximately 9,000 sqm (3,000 sqm floating) and hosting 800,000+ visitors annually, with capacity for 3,500 people at a time or 10,000 per day. The facilities integrate three outdoor pools, multiple saunas, a children's pool, café, restaurant, rooftop terrace, meeting rooms, and the 2,500-seat Allas Live outdoor event venue.

The core technology is a modular floating platform built on high-density concrete and steel pontoons anchored by piles or wire cables, enclosing advanced water treatment that combines mechanical filtration, UV radiation, activated carbon, and ultrafiltration membranes capable of cleaning millions of liters per day. Energy is supplied through certified water energy, district heating, water-source heat pumps, and solar power. Buildings use a prefabricated wood-and-steel adaptive system that allows architectural customization to local cityscapes.

The business model is a public-private-people partnership: Nordic Urban signs land leases or development reservations with municipal authorities, finances construction privately, and operates the hub as a multi-revenue destination. Revenue streams include pool and sauna access fees, food and beverage (operated by NoHo Partners), wellness and fitness memberships (via the Allas App), ticketed events (Allas Live managed by Live Nation Entertainment), and venue rental for corporate and community events. The company serves three core segments: urban residents and tourists (primary), corporate and event clients, and municipal authorities seeking to revitalize waterfronts without public spending. Beyond Helsinki, Nordic Urban is developing hubs in Stockholm, Tallinn, Cardiff, Turku, Espoo, and Oslo, with a New York entity in place for North American expansion.

Name

Nordic Urban Oy

Legal name

Nordic Urban Oy

Website

https://nordicurban.fi

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

Nordic Urban Oy is a Finnish privately held developer that designs, builds, and operates floating all-year-round well-being hubs on urban waterfronts under the Allas Pool brand, serving city residents, tourists, corporate event clients, and municipal partners through public-private-people partnerships.

Ownership category

akta.pro rank

Product category

Wellness & Hospitality Facilities

akta.pro primary industry

Aquatic Centers & Swimming Facilities (MPAKAEAF)

akta.pro secondary industry

Water Parks (THAAAAAB)

Keywords

• Floating swimming pools
• Urban wellness hubs
• Waterfront development
• Public-private partnerships
• Sauna bathing facilities

Headquarters

HQ city

Helsinki

HQ country

Finland

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Swimming, Bathing & Sauna Access: Entry fees and usage charges for open natural water pools, heated outdoor pools, and sauna facilities. The Helsinki facility welcomes 800,000+ annual visitors including 300,000 pools and saunas users.
2. Food and Beverage Services: Café and restaurant operations generating revenue from waterfront dining experiences. In Helsinki, 300,000 café & restaurant patrons visit annually. NoHo Partners operates F&B services at Helsinki hub.
3. Events and Venue Rental: Revenue from flexible event spaces, conference rooms, and concert venues. Allas Live concert venue has 2,500-seat outdoor area that attracted 95,000 visitors to 54 events in summer 2024. 500+ community and corporate events held annually.
4. Wellness and Fitness Services: Membership programs and wellness offerings including sauna yoga, yoga, bodyweight training, and swimming clinics. Allas App provides services related to Allas memberships.
5. Real Estate Development and Operations: Nordic Urban develops and operates floating well-being hubs through public-private-people partnerships. Revenue derived from leaseholder arrangements with cities and municipalities, with facilities like Tallinn where Nordic Urban's subsidiary becomes leaseholder operating the facility.

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

Nordic Urban develops and operates floating all-year-round well-being hubs (Allas Pool) on urban waterfronts. Each hub combines outdoor swimming pools, Finnish saunas, food & beverage services, wellness and fitness programming, cultural events, and community spaces on a modular floating pontoon platform. The flagship Allas Pool Helsinki facility serves over 800,000 visitors annually and operates through public-private-people partnerships with cities.

Product overview

Nordic Urban Oy operates Allas Pool, a unified floating well-being hub concept consisting of multiple integrated service modules. The core offering combines swimming/bathing/saunas, food & beverages (operated by NoHo Partners), wellness & fitness programming, culture & events (with Live Nation operating Allas Live concert venue), and community building services—all delivered on floating platforms in urban waterfronts. The company operates the flagship Allas Pool Helsinki facility (opened 2017) and is developing additional locations in Tallinn, Turku, Espoo, Cardiff, Stockholm, Oslo, and New York.

Differentiator

Problem solved

Functional benefit

Brands

• Allas Live: Open-air event venue located on the seafront in the city center of Helsinki at the Allas Pool hub. Features a 2,500-seat outdoor area for concerts and events.

Products and services

• Allas Pool Helsinki Flagship floating all-year-round well-being destination in Helsinki South Harbour near Market Square and Presidential Palace, offering three outdoor swimming pools, Finnish saunas, café, restaurant, rooftop terrace, community rooms, meeting spaces, and wellness facilities. Serves over 800,000 visitors annually.
• Allas Live Open-air event venue located on the seafront at the Allas Pool Helsinki hub with a 2,500-seat outdoor area for concerts and events. Operated in partnership with Live Nation Entertainment. Attracted 95,000 visitors to 54 events in summer 2024.
• Allas App Mobile application providing real-time capacity management, information on Allas Pool events and benefits, and offering services related to Allas memberships for streamlined customer journeys.

Quantifiable outcome

• 800,000+ annual visitors at Helsinki facility, with 300,000 pool and sauna users, 300,000 F&B patrons
• +3 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Four partnerships are on record, tiered core and significant.

• Live Nation EntertainmentcoreStrategic or Co-development Partner · 21 October 2024Live Nation Entertainment, the world's leading event organizer, signed agreement to manage Allas Live's event offerings in partnership with Allas Pool Helsinki. Allas Live is an open-air event venue at the Helsinki hub with 2,500-seat outdoor area. This summer it attracted 95,000 visitors to 54 events, a new attendance record. Plans exist to expand venue capacity to attract more international stars.
• KapitelcoreStrategic or Co-development Partner · 1 April 2024Nordic Urban and Estonian property development company Kapitel are developing Allas Pool Tallinn at Kalasadama. Kapitel owns the lot and will be the constructor while Nordic Urban's subsidiary becomes the leaseholder who operates the facility. The partnership was formed to expand the Allas Pool network internationally, with Tallinn being a remarkable step in this strategy. Architecture competition won by Arhitekt Must with plan called 'Fisherman's Wharf'.
• HarviasignificantTechnology or Integration · 22 June 2023Finnish sauna industry giant Harvia collaborated with Allas Sea Pool to develop the new sauna world, including a 30-seat mixed-gender sea-view sauna room. Harvia's German subsidiary EOS provided premium sauna equipment for larger groups and demanding professional use. The collaboration has solidified the bond between the companies, setting the stage for potentially broader international collaboration involving Allas Pool projects in cities worldwide.
• NoHo PartnerscoreChannel Partner/ Reseller/ Distributor · 29 January 2021NoHo Partners, a Finnish restaurant company, was selected as the restaurant operator for Allas Sea Pool Helsinki. They are responsible for all food & beverage services covering restaurant, cafe, terrace, and event operations. A shared goal is investing in the vitality of urban culture and its development. The partnership also envisions bringing the Allas food & beverage concept to other Nordic cities.

Scale indicators9 records

Recent moves13 records

Expansion highlights9 records

Direct peers

• Badeschiff Berlin: Floating swimming pool in the River Spree in central Berlin. Closest architectural and operational analogue to Nordic Urban's floating-pool concept in a major European urban waterfront.
• Blue Lagoon Iceland: Geothermal wellness destination with bathing, spa, F&B and accommodation. Comparable as a Nordic/European wellness destination combining water-based experience with food and curated hospitality.
• Therme Group: Global developer and operator of large-scale urban wellness destinations combining thermal pools, saunas, food & beverage and cultural programming. Most directly comparable to Nordic Urban's Allas concept in terms of integrated wellness + F&B + cultural offering and PPP-style city partnerships.
• Islands Brygge Harbour Bath: Public urban harbor swimming facility at Islands Brygge in Copenhagen. Closely comparable use case — free/paid open-water swimming pools as public waterfront amenity — and geographically relevant given Nordic Urban's Nordic expansion.
• Bondi Icebergs Club: Iconic ocean-side swimming pool and club in Sydney with sauna, gym, restaurant and events. Comparable business model: membership-driven urban swimming destination with hospitality overlay and events programming.

Emerging players

• Plus Pool: Planned floating swimming pool + water-filtration facility for New York's East River. Shares the floating-pool-on-an-urban-waterfront premise and overlaps with Nordic Urban's announced New York interest.

Broad incumbents

• Center Parcs: European operator of family short-break resorts with aqua/water park facilities, F&B and wellness. Broader incumbent with overlapping swim + wellness + F&B modules but multi-day resort model vs. Nordic Urban's urban day-visit format.

Others

• Harvia (as operator/partner reference): Leading global sauna equipment manufacturer and existing Nordic Urban partner. Listed because it is both a technology supplier and an emerging ecosystem player exploring international collaboration on future Allas Pools.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/nordicurban
• Instagraminstagram.com/allasseapool

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries1 record

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 Nordic Urban Oy