The wellness industry is witnessing a remarkable transformation, with Nordic spas becoming increasingly popular across Canada. A recent wave of interest signals not only consumer preference for relaxation and self-care but also the burgeoning potential for spa owners seeking profitable ventures.
During the grand opening of Calgary's Clear Nordic Spa, Albert Banahene, owner of a social media agency, immersed himself in the spa's unique treatments, which promote relaxation. "It's refreshing, especially when you're just coming out of the sauna," said Banahene. This spa, strategically located between other urban businesses, aims to attract busy individuals wanting to decompress from their hectic schedules.
Nordic spas, which traditionally offer experiences of alternating between hot and cold environments—such as saunas, hot tubs, and cold plunges—have deep roots, especially within Scandinavian cultures. But they have recently gained traction as more Canadians embrace wellness as part of their lifestyle choices. Over the past two decades, the first Nordic spas debuted primarily in Quebec, setting the stage for increased demand throughout the country. Remarkably, six destination spas opened their doors just last year, as reported by SpasofAmerica.com.
Jennifer Findlay, CEO of Core Essence spa consultancy, noted, "The demand [for wellness] is nearly unlimited. It is one of the top consumer priorities. There is simply not enough quality supply to meet the demand." This statement reflects how wellness trends have permeated consumer habits, influencing spending across various sectors from skincare to fitness.
The Kananaskis Nordic Spa, located about an hour west of Calgary, exemplifies the successful blending of comfort and nature. Ryan Pomeroy, CEO of Pomeroy Lodging, explained, "We didn't expect the demand it had." With visitor numbers hitting between 300 and 400 on busy weekends, the spa has exceeded initial business forecasts and reflects the allure of immersing oneself in natural beauty without extreme physical exertion. Visitors can enjoy picturesque views of mountains, promoting relaxation as they experience the tranquility of nature.
Not just limited to urban environments, Nordic spas are also attracting attention as full-fledged tourist destinations. Businesses like Pomeroy Lodging plan to capitalize on this wave, with projects developing outside Canada, targeting demographics eager for serene escapes.
Part of the appeal of Nordic spas is how they enable spa owners to adapt business strategies significantly. Compared to traditional spas focused on services like manicures and facials, Nordic spas require fewer staff to operate efficiently. "You don't necessarily need the employees to pamper people," asserted Peter Gaudet, vice-president of Horwath HTL Consultants. This aspect makes it appealing from both operational and financial perspectives, creating a more sustainable business model compared to traditional spa settings.
Nonetheless, the burgeoning market is not without its critics. The anticipated development of the Ontario Place spa has sparked opposition from local advocacy groups concerned about environmental repercussions and the lasting relevance of such establishments. Norm Di Pasquale, spokesperson for Ontario Place for All, questioned, "Is this a fad?" His skepticism reflects broader anxieties about the longevity of such wellness trends.
Despite the pushback, the Nordic spa experience seems set for growth. Notable expansion remains likely, as evidenced by insights from industry experts like Gaudet, who confidently remarked, "I think it's going to continue on the upswing." With consumer interest aligning with wellness initiatives, the future of Nordic spas appears brightly promising.
