Nestled on the St.Lawrence River, Montreal’s popular Bota Bota spa was already facing a conundrum in 2019: the venue’s capacity, on certain days, had reached its limits
Geneviève Emond, the co-founder and president of Bota Bota, said a barge was purchased as part of plans to expand the spa — right before the COVID-19 pandemic hit and operations ground to a halt
“That definitely put the brakes on the project,” she said in an interview with The Gazette. “But exiting the pandemic, we realized pretty quickly the interest was still there.”
Clients not only came back, she said, but people were “still interested in looking for more wellness, more than ever.” 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
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’s first indoor bath. It was also designed to incorporate a new element: Aufguss ceremonies, which entail guided sauna and cold baths sessions
Unlike the inaugural boat, which harbours Bota Bota’s treatment rooms and original spa circuit — and where silence is king — 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, “so there is a more social part to it that we don’t have in other spaces,” Emond said
The expansion means the emblematic spa will be able to welcome 225,000 visitors per year, up from 170,000
“There was an increase in capacity, but it’s also about giving more experiences, more different experiences, and better experiences than we’ve had traditionally,” Emond said of the new pavilion
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
Griffintown’s Recess, which touts itself as a “social wellness club,” is a thermal station incorporating saunas, cold plunges, meditation and breath work “where individuals can reconnect with themselves, each other and their health.” 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 “take care of themselves together.” Both clubs sell individual sessions and monthly memberships
“Younger people are drinking less, going out less, but they still need to socialize,” Emond said. “They still need to get out. And they’re finding ways to do it without hurting their health, which is great news for us, which is great news for society.”
Joe Flanders, psychologist and founder of Refuge, said with the rise of smartphones and, as a result, “just always” being on, people are experiencing a high level of stress, anxiety and connectedness that “takes its toll.”
“And then we look for ways to dampen that,” he said
Traditional Nordic spas offer a way for people to relax as they go from hot saunas to cold plunges, based on Scandinaparasympathetic nervous system” and overpowers the sympathetic nervous system, which is “what we feel when we’re stressed.”
“We know that works because there’s a very successful industry around it,” he said
But the idea of combining those relaxing spa elements — where silence is often part of the draw — with a more social atmosphere? Trying to meet both needs at the same time could undermine some visitors’ primary goal, “which is to take a break from the overstimulation,” Flanders said
“I don’t know if it’s going to work as well,” he said. “But I definitely see the need they’re trying to cater to with these approaches.”
For people who are “starved of healthy, authentic in-real-life connection with others, maybe it’s actually what they need,” he added
‘Not a fad’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
Since last summer, she noted, the spa has “seen a decrease in, as expected,” U.S. travellers, though many still come from New York, California and Florida. But the trade war appears to be bringing more Canadian visitors
“But we’ve seen a very consequent increase in Ontario travellers,” Emond said, adding that the spa also receives clients from Mexico. France, meanwhile, has always counted as an important
Bota Bota isn’t the only spa flourishing, she said, adding that the wellness industry as a whole is growing in Quebec and “it’s not a fad.”
“People have realized now that they need to take care of themselves,” she said. “And we’re part of that ecosystem of people.”
The spa’s 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 “definitely replaces more” buying material goods
“It’s also a way to decompress and have that vacation, that release, because you don’t always have the time or the money to go on a vacation,” she said
Bota Bota is “an affordable luxury; it’s not super-affordable,” Emond acknowledged, noting that there are promotions and different price points, and that there are other spa options in the city
“I understand not everyone can afford it, but we’re also trying to give back as much as we can,” she said
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
“If you are also looking for some connection, go with a friend, talk about what’s going on in your life,” he said
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