As younger generations trend towards a culture that frames investment in personal health as a social, daily priority, some businesses are seeking to capitalize on this shifting attitude. Heal Wellness, a Canadian açai bowl and smoothie chain, is set to open its first Vancouver Island location at 3956 Shelbourne Street in Victoria’s University Heights neighbourhood on Aug. 29. Referencing Gen Z’s increasing interest in healthy living and B.C.’s broader health and wellness culture, Heal co-founder Jesse Davidson believes the province “is a natural fit” for the business.
“[B.C.] has got a really strong culture around exactly what we pride ourselves on,” he said. “We’re health and wellness focused, we love to get outdoors and the food we put in your bellies is a better-for-you kind of food, using whole ingredients.”
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After launching as a “passion project” between Davidson and his friend Jay Zuccato in Hamilton, Ont. in 2019, Heal has grown into a nationwide franchise with 48 operational stores. Davidson said their goal was to “build a community hub for everything health and wellness.”
“There was a gap in the market with healthy alternatives in quick-service format that we wanted to fill,” he said. In only three years, they had opened six stores and began franchising. “We’ve been able to onboard really amazing franchising partners who encompass the core elements of what made us successful from store one to store two to store three.”
Heal has already established three locations in B.C. since 2024 (Abbotsford, Chilliwack and Kitsilano), but its expansion into Victoria is part of a larger five-store Vancouver Island franchise agreement, signalling how wellness brands increasingly view B.C. as a strategic investment market. “The five-unit deal is a great way to plant our flag on the island.”
When asked why Heal was drawn to Victoria specifically, Davidson referenced wanting to appeal to a younger demographic. “The alcohol consumption is going down and the investment in lifestyle and wellness is going up,” he said. “Wellness is becoming an everyday consumer behaviour.” With the University of Victoria and a large student population comprising the community, University Heights was simply a perfect fit for the 49th location.
Heal’s larger plan in B.C. is to “expand the brand in a cluster,” hoping “to see another 10 stores open on the mainland,” said Davidson. “That would be success for me.”
