Groupe Scandinave: Structuring Growth and Positioning as a National Leader in Wellness

Context

Groupe Scandinave is a Quebec-based company that designs, builds, and operates Nordic spas inspired by Scandinavian tradition. The offering, focused on thermotherapy, relaxation, and disconnection, is deployed in natural settings as well as urban environments. Founded in 1999 in Mont-Tremblant, the group has established itself as a reference in high-end thermal experiences, emphasizing silence, integration with the natural environment, and an approach centered on deep relaxation.

In 2022, Mr. Vincent Damphousse and the Fonds de solidarité FTQ became the principal shareholders of Groupe Scandinave, enabling the clarification of growth priorities and the structuring of expansion to consolidate positioning in a sector that remains largely unconsolidated in Canada.

The project

The strategic planning process was based on a review of the wellness and thermotherapy market to identify the main growth opportunities. The identified opportunities were then prioritized according to their potential impact and the organization’s capacity to execute them effectively.

This work enabled the executive team to align around a common vision and clear priorities, while identifying key levers to strengthen the group’s competitive advantage. Finally, the strategy was translated into concrete objectives and action plans, fostering better coordination between sites and a more integrated approach to network development.