Siim Nellis is a third-generation sauna innovator who transformed a family tradition into a globally recognized brand. As the founder of HUUM, he combined Estonian sauna craftsmanship with modern design and smart technology, creating award-winning products like the DROP heater, which earned the Red Dot Design Award in 2015. Under his leadership, HUUM expanded to over 30 countries, aiming to become the world’s second-largest sauna heater manufacturer. 

Beyond business, Siim is passionate about military strategy and defense. He played a key role in the “Eesti saun Ukrainasse” project, delivering mobile sauna and laundry units to Ukrainian troops, enhancing their well-being on the front lines.

At Yles, Siim brings his expertise in product development, manufacturing, and team building, offering founders practical support to scale their ventures effectively.