Jarkko Saari leads innovation at Toisintekijät Oy, a Lahti-based company (Päijät-Häme region, Finland) operating at the intersection of behavioural science, coaching, and AI. In the framework of the I3-INSHAPE project, Toisintekijät is co-developing, together with MindHacker (the Netherlands) a new mobile app, YAXAN Vibe, that integrates self-guided coaching and emotional insight into daily routines, especially for athletes and coaches. It’s not just another wellness app: it’s a structured attempt to make mental readiness as trackable and actionable as physical performance. We have interviewed Jarkko for our SMEs in the Spotlight series.
Jarkko, can you introduce Toisintekijät?
Toisintekijät Oy is a Finnish expert and innovation agency that develops impactful solutions to support the well-being of individuals, workplaces, and society at large. The company’s regional hub is located in Päijät-Häme, Finland, but its digital services are available nationwide and soon internationally. Its latest digital innovation, YAXAN, offers a unique combination of AI-assisted support, self-assessment tools, and coaching content designed to enhance well-being and performance for a variety of target groups, from individuals to organisations and the world of sports.
What kind of solutions or services does Toisintekijät offer? How do you stand out in the market?
Toisintekijät Oy provides both human-centred expert services and digital solutions that promote holistic well-being, motivation, and personal agency. Its newest innovation, YAXAN, brings together the AI-powered AICO coach, self-assessment tools, continuous development programs, and visual HR analytics into one integrated service platform. We stand out in the market through our strong value-based and user-centred approach, combining data-driven development with a gamified user experience and authentic interaction between people and AI.
What type of solution are you and your SME partner developing together in the framework of the I3-INSHAPE project? How is your collaboration structured?
Within the I3-INSHAPE project, we are co-developing a new avatar-based solution linked to YAXAN and AICO, focusing on supporting well-being, motivation, and performance balance for individuals, athletes, and coaches. The solution includes an AI-assisted mobile app (YAXAN Vibe), offering 24/7 support, personalised guidance, and a more user-friendly interface for the entire YAXAN service. The collaboration is structured with Toisintekijät responsible for content and concept development, while our SME partner, MindHacker, provides technical implementation and commercialisation expertise.
What tangible impact does the I3-INSHAPE project have on your project idea, from the development to market access?
The support from the I3-INSHAPE project has enabled us to accelerate product development, initiate internationalisation efforts, and build key partnerships with technology providers, sports sector actors, and business stakeholders. Without this support, launching and piloting such a service would have been slower and riskier. Now we have the opportunity to create a solution with European-level impact and scalability.
Why do you think initiatives like I3-INSHAPE and its innovation hubs are essential for the future of sport and vitality in Europe?
I3-INSHAPE is an excellent example of how pan-European collaboration can generate new innovations that promote both public health and the sustainable development of sport. The network of innovation hubs fosters knowledge sharing, resource pooling, and cross-border scaling of new services. This is especially important at a time when individuals and the sports sector alike need fresh solutions to support well-being, mental resilience, and motivation.
What are your expectations for the future within the I3-INSHAPE project?
Our goal is to build a strong, internationally competitive service that brings new value to sports clubs, coaches, athletes, and businesses. We aim to pilot the service in multiple countries and establish a lasting network of partners that will help YAXAN grow into a European solution supporting both sport and vitality. At the same time, we hope to share our learnings with other participants in the ecosystem.
What’s one key takeaway you’d like people to remember about INSHAPE?
INSHAPE highlights how innovation and human well-being can go hand in hand. It’s not just a technology project; it’s an opportunity to build more sustainable, healthier, and more meaningful solutions for individuals, sport, and vitality across Europe.
Learn more about Idiolytics on 🌐 toisintekijat.fi
