USVA SPA BY-THE-SEA Meet Geneviève Nolet

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After a considered beginning in Moncton, New Brunswick, a landmark new Nordic spa now rests beside The Algonquin Resort. Usva spa founder Geneviève Nolet speaks with [EDIT]'s Pamela Mullinger about place and restraint and why true wellness must be felt as much as it is designed.

Usva spa opened in Moncton with a clear philosophy rooted in Scandinavian thermal traditions and a distinctly Atlantic sense of restraint. Designed to restore balance through contrasts — heat and cold, silence and sensation — the original location established Usva as a quietly confident presence in Canada's growing wellness landscape.

Geneviève Nolet, the guiding force behind Usva, is driven by curiosity, nature and an instinctive understanding of human connection. Raised in Val-des-Monts, Québec, beside a lake and surrounded by forest, she grew up immersed in the quiet rhythms of the natural world: time outdoors, seasonal change and the restorative power of stillness.

Pamela Mullinger met with Geneviève Nolet to learn about her inspiring entrepreneurial journey.

[EDIT]: Before Usva became a destination, it was an idea rooted in your own life and experiences. Can you take us back to your upbringing and early influences and to the moment when the Moncton spa moved from personal vision to physical place? What had to happen, internally and externally, for you to take that leap?

GENEVIÈVE NOLET: I felt the need for a career change. Despite lacking experience in that area, entrepreneurship strongly appealed to me. As my vision slowly evolved, it was truly shaped when I travelled with my family to Iceland. There I became captivated by the Icelandic tradition of saunas, cold plunges, thermal baths and their philosophy of deep relaxation. Experiencing the interplay of heat, cold and tranquility helped me understand the transformative power of Nordic spas. This journey led to the founding of Usva. Everything fell into place when I found the ideal location in Moncton, received support from trusted partners, and sensed a growing enthusiasm for wellness from the local community.

[EDIT]: Usva began in Moncton and now finds itself on the shores of Passamaquoddy Bay, beside one of Canada's most storied hotels. When you first stood on the Saint Andrews site, what did the place tell you it wanted to become, and how did that differ from what you had imagined on paper?

GENEVIÈVE NOLET: When I first visited Saint Andrews and The Algonquin Resort, I immediately felt the setting carried a sense of history and intention. At the time, I had no idea the hotel had been promoting itself as a wellness destination ever since it opened its doors over a century ago. There was a time where guests could indulge in a sea water bath right in their hotel room! The Algonquin has long been a destination for rest and renewal in its own way, and the land seemed to ask for a continuation of that legacy rather than a contrast to it. What emerged for Usva by the Sea was shaped by the bay, the rhythm of the tides and the presence of a unique timeless place that has welcomed guests for generations.

[EDIT]: Nordic spas are often associated with dramatic alpine or forest settings. What does the sea add to the thermal ritual, emotionally, physically, even philosophically, when the horizon is water rather than trees or mountains?

GENEVIÈVE NOLET: The sea changes the experience in practical and meaningful ways. Visually, the open horizon creates a sense of spaciousness and calm. The sound of waves and the fresh and salty air support relaxation and unconsciously help regulate breathing and heart rate. The sea emphasizes flow and renewal, reinforcing the restorative benefits of the thermal experience. I think that a Nordic spa can blend into any setting if it is thoughtfully integrated and that it offers guests a sense of tranquility. Nevertheless, Saint Andrews is in essence an ideal location, serving as a wellness destination for generations.

[EDIT]: Scandinavian wellness philosophies underpin the Usva experience, yet this spa is deeply Atlantic Canadian in spirit. How do you translate global traditions through a local lens without turning them into pastiche?

GENEVIÈVE NOLET: At Usva, the people who work here are the heart of the experience. They bring warmth, authenticity and a distinctly local energy that shapes every moment. Translating global traditions through a local lens means honouring both: we draw on Scandinavian rituals of simplicity and restoration while being deeply rooted in place. Collaborating with local businesses is a big part of bringing experiences that reflect our region.

[EDIT]: There is a quiet confidence to Usva, no excess, no spectacle, no noise. In an era where wellness is often marketed loudly and visually, was restraint a risk or a guiding principle from the outset?

GENEVIÈVE NOLET: Restraint was never a risk for Usva. I have always believed that true wellness doesn't need spectacle or noise; it thrives in quiet, intentional spaces where guests feel safe and can fully let go. I want Usva to remain a place people discover almost like a well-kept secret. That quiet confidence is at the heart of the experience, and it will always guide how we grow. Ultimately, the brand must embody its core values. Usva's identity would not be authentic if it were loud or imposing.

[EDIT]: Looking ahead, what do you hope guests carry with them when they leave Usva by-the-Sea, not just in how their bodies feel but in how they relate to time, place and themselves?

GENEVIÈVE NOLET: Looking ahead, I hope guests leave Usva by the Sea feeling genuinely refreshed, both physically and emotionally. Beyond that sense of well-being, I want them to feel rested, grounded, healthier and more attuned to a slower rhythm of time. Above all, I hope they take with them a lasting impression of the wellness bubble that is Usva, a space where care, calm and restoration are fully realised.

usva.ca

by Pamela Mullinger
Photographs by Kelly Lawson