All photos contributed
Deep breath in…And out…Welcome to Nature Folk Wellness Collective, an infrared sauna and massage studio in Downtown Dartmouth that is owned and staffed by women.
At its core, Nature Folk is about offering a tranquil escape for their clients in a thoughtfully designed space, with a team that finds joy in their work. “Our vision for Nature Folk is to create a unique wellness offering that encourages a deeper connection with intuitive self-care,” says co-owner Ashley Cluett. “A place to come reflect, bathe, and breathe.”
Nature Folk Wellness Studio (as it was previously named) was co-founded by Cluett and Anna Tremblay in 2019. Prior to opening their Portland Street location, the pair spent a year conducting market research, consulting with experts, and creating a business plan. “We knew that we were bringing a unique offering to the wellness industry in Nova Scotia,” says Cluett. “And the only true test would be to see how the community interacted with and responded to it.”
Ready to test the waters, the Nature Folk team completed renovations, opened its doors, and started connecting with clients. “We created a community, a roster of repeat customers, and a positive and supportive work environment,” says Cluett. “We operated Nature Folk Studio over three years — gauging community interest, welcoming feedback, building a brand, creating a customer base, making mistakes, learning, changing, and adapting.”
Creating a supportive work environment was key for the talented team at Nature Folk. “We work hard, but we are conscious of each other’s wellness,” says Cluett. “Our individual skill sets intersect in a magical way and allow for organic flow of task orientation – no one is interested in micromanaging, and all of us feel empowered to take the reins in one way or another.”
The venture wasn’t without its challenges, though. “Of course, opening straight into a pandemic was a huge, unexpected challenge,” says Cluett. During times of lockdown, however, the Nature Folk team took the opportunity to pause and take stock. “The pandemic offered a natural, although unexpected, stop that forced us to slow down and refocus on what really matters — on what is at the core of our business. We have continued with this more balanced approach ever since.”
Besides the inevitable challenges brought on by the pandemic, the business was also impacted by space limitations, which restricted capacity for eager clients. “Our ability to find flow and systematic ease in the space was definitely impeded by our limited square footage,” says Cluett. “And our ability to bring in revenue hit a ceiling.” Taking client satisfaction seriously, the Nature Folk team found these limitations at odds with their determination to meet their clients’ needs. “While our physical space remained small, what we expected of ourselves remained large,” says Cluett. “This created an uncomfortable disconnect between what we were trying to achieve and the pressure we were putting on ourselves to continuously offer more.”
Cluett, like many business owners, couldn’t help but take the pressures personally. “As an entrepreneur, I think it can be difficult to separate yourself from your business,” says Cluett. “There seems to be an unconscious push to show up with all that you are capable of — to bring and execute all ideas at once.”
Fortunately, plans for Nature Folk always included room for thoughtful, gradual growth. “We made the intentional choice to start small in the hopes of expanding over a six-year period,” says Cluett. In 2021, the Nature Folk team grew to include Kristen Morse as a new business partner, and a new Nature Folk space is anticipated to open this spring. “We are now embarking on the expansion we had always hoped for,” says Cluett.
This expansion has led to a perhaps unexpected place: Dartmouth’s former City Hall. The renovated 5,000 square foot space will feature private infrared sauna rooms, treatment rooms, traditional Finnish saunas, cold plunge and hot mineral pools, a movement studio, and an outdoor courtyard with fire pits. “Original architectural details of the 1960s City Hall will remain,” says Cluett. “With the addition of soft, natural materials, poured concrete pools, custom millwork in white oak, and two traditional saunas designed and built by Hewn + Barter.”
The space will be an urban take on the traditional Nordic spa, says Cluett, with inspiration drawn from bath houses and spas in Japan, Australia, and Scandinavia. “We have taken aspects of each of these places to come up with an offering that is also uniquely east coast,” says Cluett. “The space, while well thought out and very intentional, will feel welcoming, cozy and anything but pretentious.”
Be sure to visit their new space in Spring 2022. In the meantime, you can follow the Nature Folk journey at:
< Back to Articles | Topics: Member Profile