Supernatural’s new Yorkville Village flagship is drawing exactly the customers founder John Kozman hoped for — people who wander in from the street, curious about wellness but overwhelmed by where to start.
“The most exciting thing is seeing this become a place for discovery,” says Kozman, whose 5,000-square-foot space officially opened last week at 55 Avenue Road. “People wander by from the streets and sort of wander in and get excited about finding out more about wellness and longevity. It’s really the casual wellness person who doesn’t know where to start, because it’s confusing out there. They come in, ask questions, and have a real person guide them through what I hope becomes a journey into a healthier lifestyle.”
The discovery approach centres on education and activation rather than intimidation. Kozman envisions customers asking experts specific questions based on their goals or concerns — whether sleep, energy or stress management — then being guided toward relevant products, books or treatments that can genuinely help.
“The idea is activating people into this lifestyle,” he explains. “Certainly people who are already into longevity will find us and know us, either through the pop-up or through the community, but it’s really the casual wellness person who can come in and ask questions and have a real person guide them through a journey that leads them into a healthier wellness lifestyle.”
That customer education strategy worked during construction too. Supernatural ran a pop-up location just doors down from the flagship site, and that smaller space became essential preparation for the full opening.
“The pop-up was absolutely critical, and we were very lucky that First Capital made that space available to us,” Kozman explains. “Construction ran much longer than we thought, but that space allowed us to meet the community, see how people interact, and build relationships in a really intimate setting. Our first users and members are people we’ll cherish — they came into this little lounge and became part of the Supernatural family.”
The privately-held company is working with Urban Reform Realty Inc. Brokerage for its Canadian expansion, with broker Alex Charlebois leading the site selection process.
The pop-up served dual purposes beyond customer relationships. It became a training ground for staff to understand both the community and the treatment protocols before the flagship’s demanding opening schedule.
“It allowed us to build a team that understands both the community and our treatments and services,” Kozman notes. “When we moved into the bigger space, we hit the ground running. I can’t even fathom what it would have been like without that pop-up experience, both from understanding the consumer and from a staffing perspective. Moving forward, we’re going to do that whenever possible.”
First Capital REIT’s leasing team, led by Vice President Terry Ledamun and Director Leah Feeley, handles transactions at the property.
The flagship represents Canada’s first fully integrated longevity space, combining cutting-edge diagnostics with regenerative therapies and immersive wellness experiences. But Kozman deliberately balances medical credibility with retail accessibility to avoid intimidating potential customers.
The facility houses an impressive clinical team including Dr. Fady Hannah-Shmouni, an endocrinologist and geneticist expert in genomic medicine; Dr. Cory Goldberg, a craniofacial and plastic surgeon specialising in regenerative aesthetics; Dr. Amauri Caversan, a naturopathic doctor and IV therapy pioneer; and Dr. Emily Gale, a naturopathic doctor focused on hormone and skin health.
“We don’t want to be seen by the market as a medical clinic per se, because that can be intimidating,” Kozman explains. “People come in from retail, they come in for recovery, they come in for an IV and aren’t necessarily interested in doing blood work or biomarkers. But if they have something specific that is a bit more complex, we might recommend that they see one of the medical practitioners. So there’s a nice real continuum of retail wellness all the way up to precision medicine, which is more complex and more supervised.”
The medical backing provides immediate credibility while encouraging exploration from newcomers who might be intimidated by a purely clinical setting. “It certainly adds credibility,” says Kozman. “They come with their own constituency of clients and patients who then get introduced into a broader range of programs and services. But we certainly approach that carefully — we don’t want people to feel like they’re walking into something intimidating when they might just want to explore wellness options.”
The treatment menu reflects this spectrum approach. Canada’s first four-person Oxygen Chamber delivers pure oxygen in a pressurised environment for healing and performance enhancement. The full-body cryotherapy chamber uses subzero temperatures to stimulate circulation, reduce inflammation and boost endorphins. Advanced biomarker testing and genetic analysis provide personalised health insights, while SuperSkin protocols combine regenerative aesthetics with light and frequency therapy.
“We have everything from IV drips and NAD+ optimisation to the Oxygen Chamber, red light therapy pods, pulsed electromagnetic field therapy, cold baths and saunas,” Kozman explains. “It’s really a one-stop shop where people can come in to test themselves and engage with recovery and optimisation treatments. There’s nothing like it right now in Canada.”
The upcoming launch of “The Portal” adds another unique element — an immersive studio using VibroAcoustic technology where floors vibrate with synchronised sound, light and vibration therapy. The space will host classes, sound baths and nervous system regulation programming.
“It’s for nervous system regulation, where we’re doing breath work and sound baths and different classes,” says Kozman. “Once again, it’s fully immersive. The floor vibrates, so it actually puts you into a meditative state. There’s nothing like it. That launches in the next few weeks, and it’s a unique program that we’re potentially going to licence into other spaces.”
Yorkville Village provides the ideal mix of local community and transient visitors that Kozman sought. The location near Equinox and Whole Foods Market creates natural customer synergies that are already materializing in the opening week.
“The opening has been really encouraging – we’re seeing exactly the type of foot traffic and customer engagement we hoped for when we brought Supernatural to Yorkville Village,” says Leah Feeley, Director of Leasing for First Capital REIT. “The synergies with Equinox are already apparent, with customers naturally flowing between the spaces, and the educational approach Supernatural takes is drawing people who might have been intimidated by traditional wellness concepts. What’s particularly exciting is seeing both our regular Yorkville Village shoppers discovering Supernatural alongside the new clientele John is attracting – including some very high-profile visitors who are drawn to the comprehensive, science-backed approach.”
The validation from the landlord perspective reinforces what Kozman is seeing operationally. Feeley notes that “this opening really validates our strategy of curating wellness destinations that offer something genuinely differentiated in the market. Supernatural’s combination of accessibility and clinical credibility is exactly what today’s wellness consumers are looking for.”
The clientele mix has exceeded expectations in its diversity and profile. “We’ve had big-name professional athletes coming through on a regular basis to use our treatments and modalities, actors and actresses and so forth,” Kozman notes. “The location, with our neighbours and the visibility, is something that we couldn’t have asked for more.”
“We’re around these amazing world-class brands with a really strong wellness focus,” he says. “What we really like about this area is it allows us to interact with both the local community and a broader transient type of audience — people who are in town for the hotels or here for events or otherwise.”
That visibility matters in a neighbourhood with existing wellness competition, including established players like Myo Detox also located within Yorkville Village. Kozman positions Supernatural’s comprehensive scope and medical backing as key differentiators in an increasingly crowded market.
“There’s certainly some overlap with other wellness concepts in terms of maybe some recovery modalities,” he acknowledges. “But our approach and many of the technologies we have are first of their kind in Toronto or even Canada. Our full spectrum from retail to precision medicine, combined with our clinical team and treatment diversity, creates something very unique. The medical credibility piece, the full spectrum of services, and our focus on education and discovery — that combination is what sets us apart.”
The retail component deserves particular attention as Supernatural approaches its first holiday season. The curated longevity lifestyle store features books on longevity, wearables, technology, red light masks, supplements and skincare products — all designed to complement the treatment offerings and serve the education mission.
“We’re certainly excited to see how the retail plays into the holiday season,” says Kozman. “Building that retail lifestyle store, I think there’s just huge opportunities to make it really fun with the product mix and curate a really unique experience that then ties into experiential treatments. All of this longevity lifestyle has gone mainstream, but people don’t necessarily know where to start.”
The retail strategy serves multiple functions beyond revenue generation. It provides entry points for customers who might be curious about wellness but not ready for treatments, educational tools for those seeking guidance, and take-home elements that extend the Supernatural experience beyond facility visits.
Kozman describes the overall concept as a “third space” designed for community and lifestyle rather than traditional medical appointments. “Longevity has become a lifestyle,” he explains. “People who are like-minded want to share in that journey. Instead of maybe going to a bar or instead of going for coffee, now people want to come and do an IV together or do a cold bath or sauna.”
That accessibility extends to the business model. “You don’t need to book an appointment. You don’t need to be a member. You don’t need to spend thousands of dollars,” Kozman emphasises. “You could come in and do a $50 cryotherapy session and feel like a million dollars.” The facility offers membership options for deeper engagement while maintaining walk-in accessibility for casual exploration.
The early operational success has already accelerated expansion plans beyond the original Toronto focus. Supernatural recently signed for its second location at 90 Eglinton Avenue East, scheduled to open April 2026. But this 7,000-square-foot space represents a significant evolution from the Yorkville flagship model.
“It’s not retail,” Kozman explains of the Eglinton development. “It’s on an upper floor, part of a 25,000-square-foot medical super-centre. We’re taking 7,000 square feet in partnership with plastic surgeons, men’s health clinic, women’s health clinic. It’s basically a medical super-centre, and Supernatural is the longevity and wellness piece, the retail piece of that.”
The concept creates what Kozman describes as a “centre of excellence” that could serve as a hub for the retail-focused flagship locations. “It’s in a sense acting as a centre of excellence where you can imagine Supernatural Yorkville, Supernatural downtown, and wherever else we open, there will have more medical capabilities. There will be surgical theatres. There is going to be diagnostics, and there might even be an MRI. So it’s more where you can send people to do more complex procedures versus the retail wellness that we’re doing in these locations.”
The Eglinton location will benefit from the long-awaited Eglinton Crosstown LRT completion and includes parking availability that Kozman identifies as crucial for customer experience. The neighbourhood’s evolution, including the recent addition of Shake Shack nearby, creates the type of vibrant mixed-use environment Supernatural targets.
“It’s vibrant, it’s a great neighbourhood. I mean, I couldn’t be more happy. And once again, there’s parking there, and that’s such an important consideration,” he notes.
The rapid progression from flagship opening to second location signing reflects both the strength of Toronto’s wellness market and Supernatural’s refined approach to community activation. By maintaining discovery and education at the core while building clinical infrastructure, the brand has created a model for scaling advanced wellness that feels both accessible and credible — exactly what Kozman believes the Canadian market has been waiting for.
Dustin Fuhs is the founder and Editor-in-Chief of 6ix Retail, Toronto’s premier source for retail and hospitality industry news. As the former Editor-in-Chief of Retail Insider, Canada’s most-read retail trade publication, Dustin brings over two decades of expertise spanning retail, marketing, entertainment and hospitality sectors. His experience includes leadership roles with industry giants such as The Walt Disney Company, The Hockey Hall of Fame, Starbucks and Blockbuster.
Recognized as a RETHINK Retail Top Retail Expert in 2024 and 2025, Dustin delivers insider perspectives on Toronto’s evolving retail landscape, from emerging brands to established players reshaping the city’s commercial districts.