{"id":812074,"date":"2026-07-19T11:53:11","date_gmt":"2026-07-19T11:53:11","guid":{"rendered":"https:\/\/www.newsbeep.com\/ca\/812074\/"},"modified":"2026-07-19T11:53:11","modified_gmt":"2026-07-19T11:53:11","slug":"urge-for-social-connection-alter-montreal-wellness-industry","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/ca\/812074\/","title":{"rendered":"Urge for social connection alter Montreal wellness industry"},"content":{"rendered":"

Nestled on the St.Lawrence River, Montreal\u2019s popular Bota Bota spa was already facing a conundrum in 2019: the venue\u2019s capacity, on certain days, had reached its limits.<\/p>\n

Genevi\u00e8ve Emond, the co-founder and president of Bota Bota, said a barge was purchased as part of plans to expand the spa \u2014 right before the COVID-19 pandemic hit and operations ground to a halt.<\/p>\n

\u201cThat definitely put the brakes on the project,\u201d she said in an interview with The Gazette. \u201cBut exiting the pandemic, we realized pretty quickly the interest was still there.\u201d<\/p>\n

Clients not only came back, she said, but people were \u201cstill interested in looking for more wellness, more than ever.\u201d In 2023, the team honed in on the expansion idea by taking stock of its services on the boat and gardens section, and how to make them better.<\/p>\n

The sprawling, nearly 20,000-square-foot second vessel that opened July 15 includes accessible (and a section devoted to gender-neutral) locker rooms, multiple cold-plunge stations and the spa\u2019s first indoor bath. It was also designed to incorporate a new element: Aufguss ceremonies, which entail guided sauna and cold baths sessions.<\/p>\n

\"TwoCold water baths in the new pavilion at Bota Bota in Montreal. Allen McInnis \/ Montreal Gazette<\/p>\n

Unlike the inaugural boat, which harbours Bota Bota\u2019s treatment rooms and original spa circuit \u2014 and where silence is king \u2014 the new pavilion strikes a different chord: social connection is encouraged, and quiet conversation is allowed. There is inherent noise with the guided activities on the second vessel, \u201cso there is a more social part to it that we don\u2019t have in other spaces,\u201d Emond said.<\/p>\n

The expansion means the emblematic spa will be able to welcome 225,000 visitors per year, up from 170,000, according to Emond.<\/p>\n

\u201cThere was an increase in capacity, but it\u2019s also about giving more experiences, more different experiences, and better experiences than we\u2019ve had traditionally,\u201d Emond said of the new pavilion.<\/p>\n

\"SaunaThe new sauna area in the new pavilion at Bota Bota in Montreal. Allen McInnis \/ Montreal Gazette<\/p>\n

Craving social connection|
The demand for such spaces, which blend some traditional aspects of spas and allow for socializing, is reflected in the recent shift in wellness offerings in Montreal and beyond<\/a>.<\/p>\n

Griffintown\u2019s Recess, which touts itself as a \u201csocial wellness club,\u201d is a thermal station incorporating saunas, cold plunges, meditation and breath work \u201cwhere individuals can reconnect with themselves, each other and their health.\u201d In the heart of the city, Joy Wellness Club opened this spring and also focuses on melding relaxation and connection in a place where people can \u201ctake care of themselves together.\u201d Both clubs sell individual sessions and monthly memberships.<\/p>\n

\u201cYounger people are drinking less, going out less, but they still need to socialize,\u201d Emond said. \u201cThey still need to get out. And they\u2019re finding ways to do it without hurting their health, which is great news for us, which is great news for society.\u201d<\/p>\n

Joe Flanders, psychologist and founder of Refuge, said with the rise of smartphones and, as a result, \u201cjust always\u201d being on, people are experiencing a high level of stress, anxiety and connectedness that \u201ctakes its toll.\u201d<\/p>\n

\u201cAnd then we look for ways to dampen that,\u201d he said.<\/p>\n

Traditional Nordic spas offer a way for people to relax as they go from hot saunas to cold plunges, based on Scandinavian rituals. Flanders said it \u201ccreates this huge surge of the parasympathetic nervous system\u201d and overpowers the sympathetic nervous system, which is \u201cwhat we feel when we\u2019re stressed.\u201d<\/p>\n

\u201cWe know that works because there\u2019s a very successful industry around it,\u201d he said.<\/p>\n

But the idea of combining those relaxing spa elements \u2014 where silence is often part of the draw \u2014 with a more social atmosphere? Trying to meet both needs at the same time could undermine some visitors\u2019 primary goal, \u201cwhich is to take a break from the overstimulation,\u201d Flanders said.<\/p>\n

\u201cI don\u2019t know if it\u2019s going to work as well,\u201d he said. \u201cBut I definitely see the need they\u2019re trying to cater to with these approaches.\u201d<\/p>\n

For people who are \u201cstarved of healthy, authentic in-real-life connection with others, maybe it\u2019s actually what they need,\u201d he added.<\/p>\n

\"IndoorA pool in the new pavilion at Bota Bota in Montreal. Allen McInnis \/ Montreal Gazette<\/p>\n

\u2018Not a fad\u2019
Bota Bota is a hot spot for both locals and tourists. In the summer, tourists account for nearly 30 to 35 per cent of clientele, according to Emond.<\/p>\n

Since last summer, she noted, the spa has \u201cseen a decrease in, as expected,\u201d U.S. travellers, though many still come from New York, California and Florida. But the trade war appears to be bringing more Canadian visitors.<\/p>\n

\u201cBut we\u2019ve seen a very consequent increase in Ontario travellers,\u201d Emond said, adding that the spa also receives clients from Mexico. France, meanwhile, has always counted as an important source for international visitors.<\/p>\n

Bota Bota isn\u2019t the only spa flourishing, she said, adding that the wellness industry as a whole is growing in Quebec and \u201cit\u2019s not a fad.\u201d<\/p>\n

\u201cPeople have realized now that they need to take care of themselves,\u201d she said. \u201cAnd we\u2019re part of that ecosystem of people.\u201d<\/p>\n

The spa\u2019s water circuit starts at $65 for two hours while massages and treatments start at $130, depending on the period. Asked if she felt day spas had possibly replaced other luxuries or activities, Emond said she thinks it \u201cdefinitely replaces more\u201d buying material goods.<\/p>\n

\u201cIt\u2019s also a way to decompress and have that vacation, that release, because you don\u2019t always have the time or the money to go on a vacation,\u201d she said.<\/p>\n

\"OutdoorThe outdoor pool area at Bota Bota in Montreal. Allen McInnis \/ Montreal Gazette<\/p>\n

Bota Bota is \u201can affordable luxury; it\u2019s not super-affordable,\u201d Emond acknowledged, noting that there are promotions and different price points, and that there are other spa options in the city.<\/p>\n

\u201cI understand not everyone can afford it, but we\u2019re also trying to give back as much as we can,\u201d she said.<\/p>\n

When it comes to tackling stress, Flanders shared a few free-of-charge ideas: practising breath work (there are various online platforms with guided practices), taking walks and spending time in nature.<\/p>\n

\u201cIf you are also looking for some connection, go with a friend, talk about what\u2019s going on in your life,\u201d he said.<\/p>\n

klaframboise@postmedia.com<\/a><\/p>\n

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