Nordic Urban aims to improve urban life by designing, constructing, financing, launching, and operating new floating swimming facilities and wellness hubs. The company is developing an ecosystem of well-being services based on Nordic ideas of the good life. The purpose of the company is to make city centers more livable by developing networks of new well-being and culture focused hubs on waterfronts. Nordic Urban and its partners can offer, design, build, finance, launch, and operate agile new floating swimming facilities. The company has specific strengths that provide a competitive advantage in both the project development and the operational phase. Private funding and a sustainable business model is attractive to cities, as it offers them the benefits of a common good without using taxpayer money. The development of pools with a public-private-people model commits the municipality, residents, and the media to the project. Projects use the latest clean tech solutions in energy technology, heating, and water treatment. Ambitious wood architecture creates spectacular views of the water and breathtaking visual experiences. Floating swimming pools with heated tap water and filtered sea/lake/river water make it possible to exercise outdoors all year round. The facility offers an excellent platform for diverse community, educational, cultural, and sporting activities. Allas Sea Pool in Helsinki is a proof-of-case model for how to develop a floating year-round well-being destination for residents and tourists alike. It is an updated version of Helsinki’s historic sea spa culture. The popularity of Helsinki’s floating baths facility, its media attention, and the number of visitors have all exceeded expectations. In 2018, the first full year of operation, there were some 800,000 visitors, 300,000 of whom visited the pools and saunas.