We will make life easier for active travellers to find their perfect spot
Stine Lise Hattestad Bratsberg has spent more than 20 years working at the forefront of business and sustainability advisory, both across the Nordics and globally. She has founded companies and advised numerous organisations on embedding sustainability into their core strategies—long before it became mainstream.
Beyond her business achievements, she is also recognised as Olympic gold medalist, multiple World Champion, and once a fierce competitor at the very top of her sport. Her path uniquely bridges elite athletics, academic engagement, and executive leadership - united by a deep commitment to helping businesses evolve towards more sustainable solutions.
Her newest venture is rooted in what she loves most: nature and active lifestyle. She is one of the founders of Metsa Collection with the mission to connect the most distinctive nature hotels in the world with active, conscious and adventurous travellers that love a great meal after a long day out in the nature.
Stine, you are part of the international founding team of Metsa Collection - why?
Its Kaidi (Kaidi Ruusalepp - an experienced entrepreneur and the founder behind the idea of Metsa Collection). We first met 7-8 years ago at a conference in Tallinn and had an immediate “click” so we kept in contact over the time, supporting each other's business careers from distance. About a year ago she called me and said she wants to build hotels. I said: Are you crazy?! Fast-forward a year and - here we are!
It´s a values based co-operation. All Metsa founders love nature and active lifestyle. I believe that in every successful business and partnership story, common base values are a ´must´.
My mental shift from “this is crazy” to “this is doable” happened quickly. The market opportunity for Metsa Collection—and metsa.ai as its first strategic step—is clear. The demand for a curated and trusted platform presenting the hotels with high-quality gastronomy, easy access to nature and outdoor activities is growing.
We also know that spending time in nature, being active and eating well is good for both your physical and mental health. With spending more time in nature people also tend to care more about nature. That is something our planet needs!
What´s the idea behind Metsa, what do you aim to change?
We´ll connect active travellers with best nature hotels of the world in a seamless way. We aim to create impact through encouraging longer stays which creates disproportionate benefits: deeper experiences and health gain for guests, stronger economics for hotels, and increased income and employment within local communities.
We want to elevate the role of nature in people’s lives. Deeper knowledge fosters greater respect—and with respect comes responsibility.
Last but not least: how often do you yourself go to nature?
I try to spend time in nature every weekend—often skiing or sailing, as we live by the sea and have a cabin in the mountains. My two children, have been hiking, skiing, climbing and sailing with me and my husband since they were born. Being outdoors has always been a natural part of our life together in my family. I also grew up that way so I also have to thank my parents for the love of nature.
Nature is a constant source of energy for me. It’s the combination of fresh air, physical movement, and navigating whatever conditions arise - sun, wind, or storm. That special sense of renewal doesn’t require dramatic landscapes; a short run or even a walk around the neighbourhood can be enough.
In nature, I feel grounded and clear. I function better, think better, and simply feel stronger. Nature challenges you, tests you, and sometimes unsettles you—but it also brings a lot of joy, perspective, and resilience. Those shifting emotions are part of its unique power.