Strom Group, a leading spa operator, launched its first two AWŪ urban sanctuaries last week in Brossard’s Quartier DIX30 and in the Jules Dallaire Complex Québec City’s Sainte-Foy district. The openings mark the debut of a new urban-focused wellness concept and the beginning of a broader North American expansion planned for 2027. AWŪ introduces a new category of ‘urban wellness,’ combining a full thermal cycle, movement studios, treatments, healthy dining, and social spaces within a single, city-integrated environment. Designed for modern lifestyles, the concept responds to growing demand for ‘soft wellness’—accessible, inclusive experiences that emphasize balance over performance. Unlike destination Nordic spas, AWŪ locations are compact, modular, and embedded in vibrant neighbourhoods, offering flexible programming such as classes, workshops, and seasonal events. The two Québec pilot sites, each capable of hosting over 100,000 guests annually, will serve as models for future expansion. With more than ten locations, STROM Group sees AWŪ as a strategic evolution of its brand portfolio, extending its reach into urban markets. Expansion plans are already underway across Canada and the United States, with Seattle identified as a key early target. Rooted in Québec expertise, AWŪ reflects the company’s ambition to shape the future of wellness on a global scale.
Strom Group, 1887, avenue Bourgogne, Chambly (Québec) J3L 1Y8 (877/761-2772 www.stromspa.com)