In a significant move for Toronto’s wellness sector, Supernatural is set to launch its flagship location in Yorkville Village, marking a strategic expansion in the Canadian wellness and longevity market. The brand will occupy approximately 4,300 square feet of the former SoulCycle space, with plans to open in Summer 2025.
“For us, the focus is Canada and Toronto. This is our market,” says John Kozman, founder of Supernatural. “There are so many people looking for this type of concept. It would be really easy just to bring a US concept here, but we think those concepts aren’t fully formed or don’t necessarily have longevity.”
The state-of-the-art facility will introduce several first-to-market wellness innovations, including vibroacoustic floors, hyperbaric oxygen therapy chambers, and advanced biomarker and genetic testing capabilities. The space will also feature a comprehensive IV lounge and a 500-square-foot multi-sensory studio for optimization programming.
The location’s strategic positioning within Yorkville Village aligns with shifting consumer preferences and market dynamics. “In 2025, consumers are more focused on health and wellness than ever before,” notes Leah Feeley, Director of Leasing for First Capital REIT. “Restaurants are experiencing a decline in alcohol sales while food sales are on the rise. Alcohol-free retail stores and bars are emerging across the city. The younger generations are prioritizing ‘feeling good’ and increasingly demanding high-quality ingredients in their food. Supernatural offers an educational and interactive approach to wellness, blending ancient techniques with modern technology to teach people about their bodies and the science of longevity. Located next to Equinox, with both interior accessible and exterior access to Yorkville Village, Supernatural will benefit from strong synergies with other emerging wellness brands, including BetterBarCafe, which just recently opened.”
The facility, which features both interior mall access and exterior street frontage, will introduce the RE:SET system, a revolutionary technology developed by Supernatural’s partners. “We’re bringing a multi-sensory, science-backed experience designed to recalibrate the nervous system and accelerate recovery in minutes,” Kozman explains. “Think of it as a meditation hack and immersive entertainment experience in one.”
Ahead of the flagship’s opening, Supernatural will offer a preview of their treatment offerings from the company’s pop-up location in Yorkville Village, hosting community activations and introducing visitors to their innovative approach to wellness. The facility’s comprehensive suite of services includes cryotherapy sessions, alongside cutting-edge fitness assessment tools including VO2 max testing and DEXA scanners for precise body composition analysis.
First Capital’s decision to bring Supernatural to Yorkville Village reflects broader market trends. “As the area evolves, we are committed to growing alongside it, responding to the changing needs of the community,” Feeley explains. “Currently, we see a growing demand for health and wellness, as looking and feeling our best has become one of the greatest luxuries we can offer ourselves.” The company expects the location to attract more than 200 visitors daily.
The brand’s expansion strategy includes two distinct formats: flagship locations ranging from 5,000 to 10,000 square feet, and standard format locations at approximately 2,500 square feet. This dual approach aims to make wellness services more accessible across different neighborhoods.
“When people are building their longevity and wellness habits, it needs to be convenient,” notes Kozman. “You might come across it in Yorkville, but if you’re living in Roncesvalles, that’s where you want to be able to go on a regular basis.”
The addition of Supernatural complements Yorkville Village’s existing tenant mix, which includes Whole Foods Market and Equinox, creating what First Capital sees as strong synergies with other emerging wellness brands. The timing aligns with broader consumer trends, as Feeley points out that restaurants are experiencing a decline in alcohol sales while food sales rise, and alcohol-free retail stores and bars emerge across the city.
Looking beyond Toronto, Supernatural has already attracted international attention, with discussions underway in Dubai, Australia, and Saudi Arabia. However, Kozman emphasizes that the immediate focus remains on establishing a strong presence in the Canadian market.
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. Future locations will prioritize accessibility and parking availability, features that Kozman identifies as crucial to the customer experience.
“Canada is traditionally behind other international cities in progressive wellness concepts,” Kozman observes. “But that’s changing, and it’s been amazing to see world-class concepts emerging. The time is ripe for it.”
Dustin Fuhs is the Editor-in-Chief of 6ix Retail. He is the former Editor-in-Chief of Retail Insider, Canada’s most-read retail trade publication. He has over 20 years of experience in the retail, marketing, entertainment and hospitality industries, including with The Walt Disney Company, The Hockey Hall of Fame, Starbucks and Blockbuster.
Dustin was named as a RETHINK Retail Top Retail Expert in 2024 and 2025.