A new spa has broken ground in Saint Andrews – hoping to take the shoulder season to the next level.
Usva by the Sea will be a flagship Nordic spa based at the Algonquin Resort. Geneviève Nolet founded the brand – and currently owns a spa located in Moncton – about 253 kilometres from Saint Andrews.
Nolet told The Courier this isn’t a traditional spa, but one that promotes “Scandinavian wellness traditions, designed to promote relaxation, rejuvenation, and holistic well-being.”
She said it is about the thermal cycle.
“The thermal cycle includes three steps: the heat, the cold and the relaxation,” she said. “For the heat, you’ll have sauna facilities … then for the cold, we’ll have a cold plunge, and for relaxation – we will have some outdoor pools.”
She said there also might be some surprises along the way for those who choose to come to the new facility. Nolet said in many Scandinavian countries, mainly men use the thermal spa.
In general, she hopes to help the Algonquin — and the town — reach its potential of becoming a year-round destination.
“We really believe this is going to bring more business into the town,” she said. “All businesses that revolve around giving people an experience when they come to town – that is what we’re hoping to bring to the table.”
She said the goal is to be up and running by spring 2026 – adding some things may be out of her control.
Many businesses and tourism spots close for the winter season – with more than 80,000 people flocking to Saint Andrews in the summer months. Canada Day serves as Saint Andrews busiest day of the season.
Coun. Steve Neil said he hopes the popularity of Usva in Moncton means it will help turn the community toward becoming a four-season destination.
“It’s been a great addition to the town … and I hope to see it continue to grow,” he said.
There has been plenty of activity at the Algonquin, including the modular fabrication of new senior employee housing, something Neil said signals the continued investment in the community by the ownership of the resort.
“They’ve been very energetic, very eager, and I mean, they’ve been great to work with,” he said. “They’ve come with tons of ideas on how they can help improve the experience here.”
Lydia Chen, the president and CEO at InnVest Hotels, said it is proud to partner with Usva to bring the experience to the Algonquin guests.
“Usva by-the-Sea will complement our resort’s legacy and help position The Algonquin Resort as a leading wellness destination,” she said in a release.
