Worth Knowing is your shortcut to the Canadian small businesses shaping culture and changing how we live.

In this episode, we spotlight Alter, the Toronto-based sauna and ice bath studio at the center of the growing contrast therapy movement. Built on the belief that intentional discomfort builds resilience, Alter is redefining modern wellness through heat, cold, and community.

As recovery culture continues to rise, Alter signals a broader shift toward ritualized self-care and connection — and why this centuries-old practice feels more relevant than ever.

If you’re tracking wellness trends, emerging entrepreneurs, or standout Canadian brands, this is one business worth knowing.