Ville Harvia aims to turn JYP into a nationally known sports brand

Ville Harvia will become chief executive of Jyväskylä ice hockey club JYP next February, bringing experience from the club’s board and the sauna industry. He wants to grow the club’s sales and build it into a nationally recognised sports and entertainment brand, Yle reports.

Harvia, currently a key account manager at sauna manufacturer Harvia, will first take up a sales and marketing leadership role at JYP in mid-December. Current CEO Risto Korpela will move into a senior adviser role.

Ice hockey and saunas have been part of Harvia’s life since childhood. He first put on skates at the age of two and joined a JYP neighbourhood hockey team at about four, playing until he was around 15. He says he now uses a sauna at least six days a week.

Harvia has spent about two years on the board of JYP Jyväskylä, the company behind the club, and is vice-chair of JYP Juniors. He said accepting the CEO role was a once-in-a-lifetime opportunity, though the public attention that comes with it has felt unusual.

JYP has recorded losses in recent financial years. Harvia says the club needs more spectators and business customers, and expects the new Hippos centre to create opportunities for events and increased restaurant revenue. The centre is scheduled to be completed in late 2027.

Harvia said his leadership approach starts with people: valuing and involving them, and giving them the chance to make decisions. He sees JYP’s next step as a move from being a hockey team to becoming a sports and entertainment brand.