STROM Group, a Canadian-founded and purpose-driven wellness company, announced today the launch ofAWU, a new brand designed to bringurban, accessible well-beingto modern city life. The first two AWU sanctuary locations are set to open in early 2026-one in Brossard at Quartier DIX30 (Greater Montréal), and the other in Québec-with a U.S. location in Seattle currently under review.
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“AWU builds on the STROM Group's proven expertise in creating transformative spaces for balance and renewal,” saidGuillaume Lemoine, President & Chief Executive Officer. “With AWU, we are extending our savoir-faire to vibrant cities, making well-being more accessible while staying true to our disciplined, purpose-driven growth vision.”
AWU: Designed for Urban LifeAWUoffers asoft wellness experience-gentle, inclusive, and free from performance pressure-tailored to the rhythms of modern life. Each location will feature athermal circuit,treatments and massages inspired by global rituals, amovement studio, anexpress beauty bar,healthy dining, and acurated boutiqueto bring the experience home. The brand's spaces arebright, welcoming, and socially open, encouraging visitors to slow down, connect, and recharge.
A Disciplined and Responsible ExpansionConceived with anagile yet disciplined development model,AWUis tailored to dynamic urban neighbourhoods. The first two sites-in Brossard atQuartier DIX30and in Québec-are set to open in early2026in carefully redesigned spaces that embody the brand's identity and purpose. A potential project inSeattle, Washington, would mark the Group's first step toward a thoughtful international presence.
Beyond the Spa: A Broader Well-Being EcosystemSTROM Grouphas built a reputation forintegrating well-being into everyday life. Beyond its Nordic spas, the Group now extends its expertise tosignature skincare,innovative culinary experiences, andeditorial storytellingthroughStrøm Magazine. With AWU, the Group shares its unique savoir-faire with a new generation of wellness enthusiasts seeking balance in fast-paced, connected cities.
ABOUT STROM GROUPSTROM Groupis a Canadian-founded, purpose-drivencompany shaping the future of wellness. Since2009, the Group has grown to10 wellness centres and spas across Québec, brings together more than 1,500 talents and welcomes over 700,000 visitors annually.
Its expertise uniteswater stewardship, architecture, design, hospitality, skincare, gastronomy, and mediato createtransformative destinations and experiencesthat restore, inspire, and connect communities. Guided by adisciplined, responsible growth model, STROM Group shares a distinct Canadian vision ofbalanced and meaningful well-being with people and cities acrossNorth America.
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