Designing a Distinctly Canadian Thermal Experience
Founder-in-Residence
SaunaBuilder came to J5 with a compelling vision for a Canadian cottage-inspired thermal spa: a place where people could step away from daily life, reconnect with themselves and the people they care about, and leave lighter than they arrived. Through a four-week Founder-in-Residence engagement, we worked alongside founder Andrew Robertson to transform that vision into a clear, buildable experience concept.
Together, we defined the spa’s purpose, target customers, guest journey, hospitality philosophy, operating model, and moments that would make the experience memorable. The result was a cohesive concept that could guide conversations with investors, hotel partners, architects, operators, and the future team responsible for bringing it to life.
INDUSTRY
Healthcare
CLIENT
Saunabuilder
WHY IT MATTERS
A memorable hospitality experience is shaped by much more than the physical space. It depends on how every moment feels, how employees care for guests, and whether the systems behind the scenes make that care possible.
By designing the experience before committing to the build, SaunaBuilder gained a stronger foundation for investment and development decisions. The work connected an ambitious spatial vision to a differentiated customer experience, practical operating requirements, and a distinctly Canadian story rooted in the seasons, the family cottage, and our relationship with nature.
PROCESS HIGHLIGHTS
Over four weeks, SaunaBuilder’s CEO worked alongside J5 as a Founder in Residence, translating the instincts and ideas in his head into a shared vision, customer experience, and operating model.
We developed a complete experience foundation, including customer archetypes, a competitive analysis, the future guest journey, moments that matter, a service blueprint, supporting technology, experience measures, and a development roadmap.
Impact
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Guest Level
The concept was designed around what guests are trying to accomplish emotionally, socially, and practically, from seeking adventure and connection to finding permission to rest.
A four-season thermal circuit and ten defining moments created a journey that moves guests through social connection, reflection, challenge, renewal, and a thoughtful return to everyday life.
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Employee Level
Employee roles and responsibilities were designed around the experience guests should receive, giving future employees greater clarity about how to welcome, support, and care for people throughout their visit.
The service blueprint connected visible hospitality to the training, information, technology, permissions, and operational systems employees would need to deliver personalized care consistently.
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Business Level
SaunaBuilder gained a cohesive, partner-ready concept that brought together its brand story, customer value proposition, spatial experience, service model, technology requirements, performance measures, and path toward development.
The final package became a living foundation for engaging investors and partners while guiding future architects, operators, employees, and collaborators as the concept moves from vision toward construction.
