Martin Paquette is Founder and CEO of Groupe Nordik, a wellness company built around Nordik Spa-Nature in Chelsea, Quebec, now North America's largest spa. Under his leadership, the business has expanded from that single site into multiple properties across Canada, with further locations planned in Calgary and Mississauga.
Paquette has built much of the company's operations in-house, spanning IT, marketing, design, and daily operations, arguing that keeping these functions internal strengthens both organizational control and company culture. During the pandemic, rather than pulling back, he chose to invest heavily in infrastructure and staff development, compressing what were meant to be multi-year optimization projects into about 18 months.
He sees technology mainly as a tool for improving the human experience at his properties, particularly through thermotherapy programs designed to adapt to the needs of individual guests and staff.
