Sjoa is a small village where the river of the same name meets the Gudbrandsdalslågen. The village itself isn't much to look at, but the river has made this area one of the most famous whitewater destinations in Europe. If you're interested in rafting or other river activities, continue up the valley towards Heidal where you'll find the rafting companies.
The river also has good trout fishing if you prefer a quieter experience.