STRØM Group has been providing healing and relaxing Nordic spa experiences since 2009. They welcome more than 700,000 annual visitors to enjoy their urban spas, which have earned numerous awards, including the title of Canada’s Best Day Spa. STRØM is proud to introduce a brand new sister brand, AWŪ. Accessible and energizing, AWŪ completes the Strøm universe with a lively approach to wellness for a new generation of city dwellers looking for inspiring spaces. The first two AWŪ sanctuaries are set to open in early 2026, with one in Brossard at Quartier DIX30 and the other in Québec. We spoke with Guillaume Lemoine, President and Chief Executive Officer of STRØM Group, to learn more.
What is your business called and what does it do?
Founded in 2009, STRØM Group has grown into a network of 10 spas and wellness centres across Québec, united under a portfolio of distinctive brands including Strøm Nordic Spa, Sibéria Spa, Förena, Spa Nordic Station, and the newly launched AWŪ urban sanctuary. Today, the Group brings together over 1,500 dedicated professionals and welcomes more than 700,000 guests annually.
Driven by a clear mission—to offer wellness experiences that meaningfully support the balance of individuals and communities—STRØM Group is committed to disciplined, responsible growth. It continuously explores strategic opportunities to expand its expertise, while preserving the excellence and quality of experience that have defined its success for more than fifteen years.
What made you want to do this work?
I’ve always been drawn to projects that combine purpose with impact. The idea for Strøm came to me after experiencing a Nordic spa for the first time. I was struck by how deeply it affected my body and mind. That moment sparked a reflection on how disconnected many of us are from nature, from ourselves, and from moments of true stillness. I saw an opportunity to create spaces that help people reconnect with themselves, with others, and with the environment. It wasn’t just about building spas; it was about building a lifestyle rooted in balance, simplicity, and well-being. That’s what continues to drive me today.
What problem did you want to solve with the business?
STRØM Group was born from a deep reflection on the needs of today’s individuals. In a world shaped by fast-paced living, stress, and a growing disconnect from nature, our mission has never been more relevant. Each visit to our establishments is thoughtfully designed to ensure guests leave feeling better than when they arrived—lighter, more connected, and more alive.
This philosophy is at the heart of every project we undertake and forms the foundation of our brands and business model: to support individuals in their pursuit of a balanced and authentic everyday life. Our greatest reward? Seeing that 97% of our guests report feeling significantly better after their experience at one of our locations.
With the launch of AWŪ, we are building on STRØM Group’s recognized expertise—the ability to craft meaningful spaces where water, nature, and design converge to inspire renewal and balance. But AWŪ is more than a space; it’s a promise to make wellness more accessible, inclusive, and inspiring for a new community.
Who are your clientele/demographics?
Our clientele is diverse but united by a shared desire for balance, wellness, and reconnection with nature. We welcome individuals of all ages, though many of our guests are professionals and couples aged 30 to 55 who seek moments of calm amidst busy lives. Our spas are located just minutes from city centres, making them easily accessible for urban dwellers looking to escape without going far. Whether it’s for a solo retreat, a romantic getaway, or a wellness day with friends, our guests value the immersive experience, the architectural beauty, and the connection to natural surroundings.
With AWŪ urban sanctuary, we’re expanding our reach to a younger, more urban demographic, primarily individuals aged 25 to 45 who are active, curious, and value holistic wellness. AWŪ is designed for a new generation of city dwellers seeking flexible, energizing spaces that blend movement, mindfulness, and social connection. It’s a sanctuary for those who want to integrate wellness into their daily lives, without the pressure of performance. From rooftop pools to movement studios and co-working-friendly lounges, AWŪ speaks to people who live with intention and crave experiences that are both inspiring and accessible.
What is the best question a prospective customer could ask a member of your profession when comparing services? Give the answer as well.
What makes STRØM Group unique?
At STRØM Group, what sets us apart is our holistic approach to wellness. We don’t just offer spa services; we create immersive environments where nature, architecture, and culture come together to support the well-being of individuals and communities. Every detail, from the design of our spaces to the experiences we curate, is guided by a deep commitment to balance, authenticity, and emotional resonance.
With over 15 years of expertise and world-class destinations that have earned numerous awards, including being named Canada’s Best Day Spa for two consecutive years, we’ve built a strong reputation for excellence, innovation, and integrity. Our mission is simple: to deliver wellness experiences that help people reconnect with themselves and the world around them. We believe wellness is not a luxury; it’s a way of life.
What is the best part about what you do? What is the worst part?
As President of STRØM Group, I strive to bring together financial discipline, strategic foresight, and entrepreneurial creativity to guide our growth with purpose and coherence. Every decision I make is rooted in our commitment to building a sustainable and meaningful wellness ecosystem.
With the launch of AWŪ, our new brand, I am leading an international vision and the development of a scalable expansion model. This initiative reflects our core values—discipline, integrity, and sustainable wellness—and marks a pivotal step in sharing our philosophy with communities around the world, while staying true to the soul of STRØM Group. A project is already under review in Seattle (United States).
One of the most rewarding aspects of my role is working on our development projects and travelling with my family to discover the very best the global wellness industry has to offer. These experiences continually inspire me and fuel our ambition to innovate with heart and purpose.
Where can we follow you?
