A visit to France’s biggest sauna, Sant Roch, and Publicisdrugstore

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1:23CEO of Publicisdrugstore:Hello and welcome to The Entrepreneurs on Monocle Radio, the show all about inspiring people, innovative companies and fresh ideas in global business. On today's episode, we're headed to Paris. First, we'll meet the founder of a stunning new sauna, the largest one in France, no less, located right in the heart of the capital.

1:42Chloé Bouscatel:We are the first space of contrast therapy to open in Paris. And it's very new in Paris. So people are amazed by the place and by the effects physically and mentally.

1:53CEO of Publicisdrugstore:And later, we'll hear from the CEO of an iconic Champs-Elysées drug store, where you can buy champagne and magazines, as I usually like to, at two o 'clock in the morning.

2:03Fernando Augusto Pacheco:Champagne, you can buy caviar, you can buy cigars. It goes from 5 euros to 5 ,000 euros. You can buy any time, anything, at any time of the day, which is something quite unique.

2:15CEO of Publicisdrugstore:This is The Entrepreneurs with me, Tom Edwards.

2:27CEO of Publicisdrugstore:You're listening to The Entrepreneurs. Now, I'm delighted to say that I'm joined this week by a co-pilot on the show. It's Monocle's Fernando Augusto Pacheco. Welcome, Faye. Oh, it's a pleasure to be here, Tom. Now, Faye, you are certainly a committed Francophile, if ever there was one. And you've recently been in the French capital meeting all sorts of interesting people from whom we're going to hear on this week's programme. I've just returned myself. We can talk more about that later. But tell me, what was your takeaway in terms of the energy in that brilliant city, Fernando? I love that city.

2:59CEO of Publicisdrugstore:I feel like a young kid on a candy shop. And I think there's very few cities that gives that sensation to me. Tokyo is one of them, but Paris, my God, I think it's easy. There's energy in the air. And it's not just with fashion, because of course, Paris is the capital of fashion these days. A lot of brands are going there, but also in other fields. and very surprisingly to some, Tom, I have to say wellness. Because, let's be honest, I don't think Paris was known for, you know, their spas or their saunas as much as for other elements, as I said, fashion. But this is changing. There's been quite a lot of openings, including one that we're actually going to play here on The Entrepreneurs.

3:35CEO of Publicisdrugstore:I think it's a fascinating story. It's the largest sauna in Paris, but it's Paris and it's also the chicest. That's my kind of sauna, okay, Tom? It's a hot ticket. Yeah, we're going to be talking also about print publishing as well later. You're the presenter of The Stack. I was also in Paris last week, and we were launching our own most recent edition with some partners in the French capital. Incredible magazine energy as well. So before we get steamed up sauna-wise, what's the chemistry in Paris, which is so good for big heritage titles, well-known established glossies, also lots of indies? What do they do right, Fernando?

4:15CEO of Publicisdrugstore:They are doing so many right. And I think, first of all, I think there's some sort of support from the city as well to keep the kiosks alive. I think that's so important because I think when you go to Paris, they're still there and they're actually selling magazines. Many cities, they have kiosks, but now they just sell umbrellas or other kind of things that maybe are not as relevant. But there's a strong scene. And, you know, the Indies, for sure, you know, if you listen to the stack, we've been featuring quite a lot of French titles. but even the traditional ones, they're being redesigned. So they're not resting on their laurels.

4:45CEO of Publicisdrugstore:And a great example is L 'Equipe, which is the incredible French daily, their magazine. They have one of the issues a week. They have a beautiful magazine just being redesigned by Jorgo Tlupas, one of our Monaco friends. Magazine hero of mine, yeah. So I like that. I like when even the kind of the more commercial titles, they are doing a redesign. They're thinking about their editorial. It's very inspiring going there as well for my show, The Stack. We're going to talk about magazines and retail a little later, but let's kick off in that sauna, Faye. You've set the scene for us already. The biggest, the chicest, be careful saying that in the capital.

5:20CEO of Publicisdrugstore:Just tell us where you went and tell us what you found when you got there. So basically, the week I was in Paris, it just had opened and I was very curious because I've seen the pictures. I was like, oh, my God, that's my kind of sauna. Inspiration for my future apartment. Who knows? And then I decided to speak with Chloé Bouscatel. She is the co-founder of Saint-Roch. And the name is Saint-Roch because it's in the street, Saint-Roch Street, which is a very charming street in Paris. She's known in the scene because she was the owner of quite a few gyms in Paris. But now she decided to focus on this new sauna, which is specialized in this contrast therapy.

5:53CEO of Publicisdrugstore:So it's the hot and the cold. Very beautiful. Shall we have a listen to my interview with Chloe? Let's do it.

6:00Chloé Bouscatel:We founded Punch Boxing Studios. And then we founded the group Monday Sports Club, which today has three brands, Dynamo for all the cycling activity, Punch for all the cardio high intensity and Rise, which is a reference for all the low impact activities. So like yoga, Pilates, Reformer. So we have over 20 studios in Paris now, but also opening in cities outside of Paris in France. So it's true that we were very into fitness and a few months, years ago, we started getting interested in more like the longevity, the recovery themes into wellness. That's how we decided to just take a step back from the group we founded.

6:46Chloé Bouscatel:and we're still shareholders, but we're not there operationally anymore to have time to open our new concept, which is called Saint-Roch, and is built around the idea of contrast therapy.

6:59CEO of Publicisdrugstore:It's fantastic, and it's a beautiful elevated space, I would say, as well. Quite unique to Paris, wouldn't you say so?

7:06Chloé Bouscatel:Yes, indeed, we are the first space of contrast therapy to open in Paris. we got inspired we travel a lot to the united states also to discover the concept to see what are the new rising trends and we were amazed by the effects of the contrast therapy that it can have on the body personally i i've worked a lot we've been entrepreneur for a long time we've i've had two kids in nearly uh two years so i would in four years sorry not two years and I think I've nearly had burnouts a few times in my life and contrast therapy, the mix of really the cold exposure, heat exposure has helped me to regulate my nervous system in a way I had never discovered before.

7:51Chloé Bouscatel:So it truly has an impact physically and mentally and I think our mission with my husband Jules was really to offer this type of new practice to a maximum of persons and it's very new in Paris. So people are amazed by the place and by the effects they have. So they sleep better, they feel more energized, more relaxed as well. So yeah.

8:15CEO of Publicisdrugstore:Is it true it is the biggest sauna in France? I did actually walk around. It's impressive.

8:20Chloé Bouscatel:It's true. It's actually more than 60 square meters. So it is the largest sauna in France and we're very proud of that.

8:28CEO of Publicisdrugstore:We have beautiful music, beautiful incense. Tell us about the design because I think for a place about wellness. I think this is so important, the way it is designed. Because if there was bright lights, then maybe it wouldn't have the same effect.

8:43Chloé Bouscatel:Exactly. I think every detail that you have in this space has really been carefully selected and thought beforehand. So we worked with an architect studio that is called Future Studio. It's a Canadian-based studio and they're quite known for their wellness work. And so her name is Alison McQuire, and she really did all this phenomenal work on the lighting, which is very important because for a place like this where people are in bathing suits and getting in the sauna, well, you need them to feel in a safe place. So you have to have a big work on the lighting, on the colors as well. So the atmosphere feels very welcoming, very like warm colors.

9:27Chloé Bouscatel:And then we've worked all our art direction with Olivier Leon, which is also widely known for its aesthetic and its luxury kind of inspiration and that's what we were looking for for this new business. I think before it was more mass and now we are much more non-premium brand so all those and we think that in our business all those little details are what makes a difference for our clients.

9:53CEO of Publicisdrugstore:I have a question of course you just opened quite recently are you thinking about some sort of membership or you also want to attract the casual

10:03Chloé Bouscatel:visitor to Paris we actually offer both because we want to be quite flexible and talk to a maximum of persons so we have the just the walk-in credits that people can buy they're here just for a weekend and then we have memberships as well unlimited membership and another one which with which people can come maybe like four times per month. So we offer a lot of flexibility so each person can choose what is best and more suitable for them.

10:31CEO of Publicisdrugstore:Maybe it's early to say, but are there plans already for some sort of expansion or maybe wait and see?

10:38Chloé Bouscatel:No, there are definitely plans to expand rapidly because I think we've been in this business for a long time. So creating spaces, creating brands, creating communities is what we know with my husband. So we know the codes, we know what has to be done, and we are ready to roll out the Saint-Hoc brand quite quickly. Paris is our first one because first we are French and it was important for us to do it here. But we are already looking into European cities like Madrid, like Milan. Our objective is really to have one big Saint-Hoc flagship in every European big city. We want to roll out and we have thoughts also internally, the brand, the operations, to be already ready to internationalize easily.

11:27CEO of Publicisdrugstore:Do you think Paris is a good place when it comes to wellness? Because I am, you know, to be honest, in the past 10 years ago, maybe I wouldn't say so. But I think there's something changing as well, right? Definitely.

11:40Chloé Bouscatel:I think in Paris, we have maybe like seven years deferral time. So we're late by seven years when you compare to the US. But I think Paris, and you can see it in the last fashion weeks. I think the last Paris fashion weeks has been phenomenal with a lot of international people coming in. And you could really feel the coolness and the atmosphere has changed in Paris. So I think it's a great place to start. And I think also in the wellness industry, a lot of people, a lot of brands are rising. a lot of product brands, but also spaces like physical brands are coming in. So we're very happy to be part of building this future of wellness in France.

12:22CEO of Publicisdrugstore:Final one now, because I know you divide between guided and non-guided rituals. I am doing the guided one. So is that the plan? Maybe you do, maybe a few guided ones, and then you can kind of do it yourself. I think it's quite an interesting concept that you do.

12:38Chloé Bouscatel:The truth is that what I have observed from the first weeks of opening is that we have different types of consumers. We have the one that is looking for really like a relaxing moment. Maybe they're going to come with their husband, their wife, their friend. And they just want to make their own thing at their own rhythm and chatting in the social room. So that's more the free flow one. one and then there are other people that are more looking for like a transcendental thing like something where they push their limits something where they they can vocalize they can scream so they're more looking for an experience like more a class and that's why we have our guided sessions so I think it's either two type of customers and some will like one and we hate the other one and reverse.

13:27Chloé Bouscatel:Or it's true that our first customers that come in, we usually recommend to start by a guided session, just for them to have the rules of the house in mind, to know how to, what can you do to actually be able to stay 20 minutes in a sauna? How do you breathe? And then most importantly, the cold plunge. Cold plunging is not an easy thing. It's really uncomfortable. portable so there there are some rules to follow and when you have those rules and those tips in mind then it gets really easy so i think starting by a guided session helps you to know what to do and then you can just come on your own and your own thing that was chloe buscatel the co-founder

14:11CEO of Publicisdrugstore:of san roche um fernando little hot under the collar hot cold does it agree with you i've tried recently myself here in london it was pretty good i must say i felt very reinvigorated and that's Oh, doing for a man of my advancing years. Listen, I'm a little bit of a chicken tone. You know, I don't deal well with the hot and cold, but there, it was so nice. I think, you know, there was a ritual. So people kind of said, you know what? If you're feeling too hot, you can leave it. I remember because I was a selection of people, I was the first one to leave. I have to be really honest here. But nevertheless, there was some lovely tea there for me after.

14:45CEO of Publicisdrugstore:I had a great time. Well, if you want to find out more about how you can get involved, you can find out more by heading to saint-roche.com

15:03CEO of Publicisdrugstore:You're listening to The Entrepreneur. Still with me, I'm delighted to say, here in Studio One of Midori House in London is Fernando Augusto Pacheco. Faye, thanks for being with me. A pleasure, Tom. On the show. Look, we mentioned the stack already, flagship print and publishing programme. I'm sure you've had I'm going to call it a Monocle magazine emergency. You've needed to get mags fast at all hours when in Paris there's, well it's not a red phone, it's not the emergency services, but there is a hero you can turn to, Faye, is that right? Absolutely, it's Publicis Drugstore it's honestly, I visited this shop most times when I go to Paris.

15:39CEO of Publicisdrugstore:It's unique to Paris because I've never seen something like this you can actually buy magazines at 3am if you want. But you can also get a bottle of champagne or any beverage of choice. You can get caviar. What are you toasting at that hour, Fernando? On a weekday work trip? There's always things to toast. But I was always very curious. I was like, who manages that? I mean, this is so unique. And it does have a very famed tradition in the city. It was one of the first kind of 24-hour shops in Paris as well, where at the time when they opened, it was not very usual. and we're going to hear from the CEO of Publicis Drugstore.

16:13CEO of Publicisdrugstore:Currently, they have the only discotheque in the whole of Champs -Élysées and the only cinema as well. So they're keeping that tradition. Of course, in the past, there were more cinemas. Unfortunately, that's not the case anymore. But Publicis is there, you know, and it's a place, I don't know, you can have a drink, you can have a dance, you can buy magazines, you can drink champagne. It's the dream, you know, literally. Sorry, I'm hyping it up because I'm a fan. I'm not going to lie. Well, that's great. And tell me, so just introduce this for us. Who did you chat to? Remind us again. A pleasure to speak to Franck Gentet.

16:41CEO of Publicisdrugstore:He's the CEO of Publicis Drugstore. He was telling me all about the plans.

16:46Fernando Augusto Pacheco:First of all, it is an iconic store. I'm used to say that the drugstore is the only place in Paris where you can give the name at a taxi driver without giving the address. Everybody knows where the drugstore is. It's at the top of the Champs -Élysées on the left-hand side. And something also interesting about this store, it is also new because it's open almost 24 hours a day. It's open every day of the year, 365 days of the year, 18 hours a day, from 8 o 'clock to 2 o 'clock. So at any time, except for the one who doesn't sleep, at any time you can come and have anything you want in the store.