HTGP Partners with Snowboarding Talent Janni Joenväärä – Mentorship Meets Ambition on the Path to the Olympics

Enni Rukajärvi, Janni Joenväärä and Ville Heikkinen.

HTGP Group has begun sponsoring snowboarder Janni Joenväärä. The partnership is based on a shared mindset and operating model in which top-level expertise and determined coaching support a young athlete’s journey toward the international elite. When experience meets ambition, results follow.

Janni Joenväärä is a promising athlete who has made a strong start to her career but has set her sights even higher. Recently, she began working with a new coach and mentor, double Olympic medalist Enni Rukajärvi. A leading name in snowboarding and an experienced professional, Rukajärvi brings valuable insight to an athlete aiming for the highest international level.

The parallel between elite sports and business mentorship resonated strongly with Ville Heikkinen, a member of the HTGP board.

“An accomplished and respected athlete like Enni coaching and mentoring a young, ambitious snowboarder who has set a long-term goal four years ahead at the Olympic Games. This closely reflects how HTGP’s experienced advisors support growth entrepreneurs,” Heikkinen says.

Both parties share ambitious goals – for Janni, the Olympic Games; for HTGP, a future stock market listing.

“Like Janni, we also come from the north. We value snow and hope that snowy winters will remain possible in the future. Enni is also working toward this goal,” Heikkinen adds, listing factors that connect the partners.

Support in Skills and Mental Coaching

Those familiar with the slopes in Ruka have likely seen Janni Joenväärä in action. She has won nine Finnish junior championships and has represented Finland at the Junior World Championships.

“The most important goal this season is the Junior World Championships in Calgary in February–March. Looking further ahead, the goal is the 2030 Winter Olympics in the French Alps,” Joenväärä says.

Rukajärvi believes her 15-year professional career provides a strong foundation to support Janni both technically and mentally.

“Success at the elite level is frequently decided by mental fortitude. Athletes have to deal with constantly changing conditions. Performance and success are often decided mentally,” she says.

According to Heikkinen, the journey shared by HTGP and Joenväärä will continue season by season. Athletes face significant pressure, and HTGP’s role as a partner is to help ease everyday challenges and enable the athlete to focus on what matters most.

“Time will tell where this journey leads. Hopefully, the story continues with Janni competing at the Olympics and HTGP listed on the stock exchange. We understand that sports involve uncertainty, but we are pleased to support a young athlete in reaching ambitious goals.”