Joni is a world citizen whose journey began at the French School of Helsinki, and after graduation, shifted from academics to a professional snowboarding career. For over a decade, he traveled the globe, representing leading action sports brands at an elite level, while building a strong international network.

His entrepreneurial spark came early, leading to the founding of Makia in the 2000s. What started in a cellar grew into one of Finland’s most recognized clothing brands, supported by F1 driver Kimi Räikkönen and ranked by marketing professionals as the country’s third most valuable brand—just behind Apple and Tesla.

After Makia’s acquisition in 2019, Joni moved deeper into brand strategy and creative director roles at Finlayson & Co, where he continues to shape and grow mainstream consumer brands with a sharp, creative edge.

Business-minded and highly creative, Joni excels at defining purpose, building strategy, and turning vision into reality. Outside of work, he enjoys golf, fitness and traveling.