My journey as
a wellness doctor
D.Sc, (Econ. & Bus. Adm.), Marketing, Turku School of Economics at University of Turku (2019)
I defended my doctoral dissertation at the Turku School of Economics in the spring of 2019 specializing in marketing. In my interdisciplinary dissertation In quest of the optimal self, I investigated the wellness phenomenon from the perspectives of consumption and self-branding. This was the first wellness-related doctoral dissertation in the field of marketing and consumer research in Finland.
Currently, I work as a postdoctoral researcher in Jyväskylä School of Business and Economics (JSBE) at the University of Jyväskylä and in the Biodiversity Unit at the University of Turku. My research focuses on wellness consumption and practices, wellness branding, flourishing life, and good everyday life. I am interested in positive everyday wellness practices as part of a good and meaningful life.
#wellness consumption and practices #wellness branding #eudaimonic well-being #flourishing #good life #meaning #consumer well-being #self branding #self-tracking #transformative consumer research #positive psychology #Gen Z
Positive Psychology Practioner, Joylla (2020)
D.Sc., Marketing, University of Turku (2019)
M.Sc., Marketing, University of Turku (2008)
BBA, Marketing, Turku University of Applied Sciences (2004)
Postdoctoral researcher, JSBE, University of Jyväskylä
Postdoctoral researcher, Biodiversity Unit, University of Turku
A fascinating journey
My journey as a wellness doctor
has been fascinating. Health and well-being have fascinated me since 2006,
when I was first researching my bachelor's and then my master's thesis on the
meanings of physical activity. In 2010, when the new health and well-being
trend - wellness - gradually started to emerge in Finland, I became fully engaged.
The current wellness
phenomenon can be traced back to early 2000s California, USA, when this consumer
trend first went mainstream through the growth of the fitness and spa
industries. Since then, the wellness market has evolved and widened both in
scale and scope, shifting wellness to a multi-trillion dollar global industry.
I have witnessed this shift myself - first, while competing in gymnastics for a decade, and afterwards, through two decades working in the fitness industry. In gymnastics, I got motivated but also fascinated while recognizing that self-improvement and self-development are actually possible. Whereas I was pushed and coached as a gymnast, as a gym instructor I was the one to encourage and guide others to achieve their own goals.
I realized that in achieving goals - whether smaller or bigger - the most important thing is the journey towards identifying your own strengths to achieve your optimal potential.
The journey itself may even be more meaningful than achieving the actual goal.