The core of Jukola stays the same, even when the scenery changes
Tents in a field, a spruce forest as a backdrop, the smell of wet earth and the night light that slowly turns into morning. Around it gathers a tribe that does things together, and does them well — not with words but with deeds.
Jukola is a culture where lessons are passed on, responsibility is shared, and the next event is built on what the previous year and tradition have taught. That is why we speak of the second-best Jukola: every year for us is just the right kind of second best — a good enough performance that leaves room to improve.
Knowledge transfer is a way of working
At Jukola, knowledge transfer is not a ceremony, it is the way things are done. When the previous year’s organisers openly review successes and lessons learned, the next organiser can make meaningful adjustments. Signage gets sharper, service points are sequenced more sensibly, field logistics become lighter and the timing of communications lands better. Jukola’s “engineering spirit” and the forest’s adventure meet — analytical execution and everyday creativity live side by side, and the whole works.
“Every Jukola is, for us, the second best — so the next one always has room to improve.”
The spirit of doing things together
Jukola is made together. Volunteer work shows up in everything — as reliability, cleanliness and a solution-oriented mindset. It is a culture that sidesteps the lure of spectacle and chooses functionality instead. At Jukola, beauty comes from the forest and from flow: from thousands of people moving to a shared plan and everyone finding their place.
The same spirit of togetherness is present in both the Jukola and Venla relays. Elites and enthusiasts share the same forests and controls — at different speeds, but within the same experience. At night the lines of headlamps draw quiet strings of pearls into the darkening forest; in the morning the dew returns on your legs and the compass sets the direction. Everyone has their own leg — no one does it alone. This is the beauty of Jukola: shared responsibility and a common direction.
Values put into practice
Knowledge transfer extends from course to arena and from arena to everyday work. Jukola’s values — skilled, motivated doers, open knowledge transfer, respect for nature and the dignity of tradition — are carried out in practice, not just in words or texts. That is why Jukola is, year after year, safe, predictable and still alive.
A strong platform for marketing collaboration
When the operating culture is transparent, it is easy for a partner to build a value-aligned, multichannel and measurable whole that serves shared goals. From a marketing perspective Jukola offers a three-layer benefit: the before–during–after rhythm creates the story, the value base (community, responsibility, wellbeing, closeness to nature) resonates, and trackability, data and production strengthen year by year.
Meeting in Kotka on 7–8 November 2025
In Kotka we will meet on 7–8 November 2025 so that the relay continues. We will listen to what the previous year taught and agree on concrete improvements. After the meeting, we will publish an internal, concise summary of the development steps: what we will improve and how impact is measured. It is a promise to ourselves and to our partners. Jukola keeps its familiar feel — yet each year feels a little more comfortable.
The baton to the years ahead!
This is a value that is easy to join. If your company wants to build long-term, impactful and Jukola-sized visibility, we offer an exceptional framework: a community that carries, a process that develops, and a story that continues.