Winnipeg spa apologizing after survey causes outrage, while survey company says they’ll do it again
Posted January 19, 2026 6:55 pm.
Last Updated January 20, 2026 9:40 am.
A spokesperson from a popular Nordic spa in Winnipeg is apologizing to anyone who may have been offended after a survey was sent out in January that sparked outrage on social media.
According to Groupe Nordik, the company that owns Thermea, it engaged research firm Crop to measure guest perceptions on services they offer.
They claim a section in the survey was added by Crop. One question asked if the respondent agreed or didn’t agree that there is too much immigration, and if it threatens the purity of the country.
“If I had to do it again, I will do it again. We have to know where this country is heading. Fifty-three per cent of Canadians agree with such a bad statement. The statement is awful, I admit it. But it’s our job to know how many Canadians believe in that crap,” said Alain Giguere, the president of Crop Inc.
According to Giguere, the company’s research found that in 2022, 35 per cent of Canadians agreed with the survey question. And now? It’s up to 53 per cent.
Giguere understands that a spa is an odd place for this type of question, but believes it’s necessary for companies that want to understand their clientele.
“I wanna know what type of people we’re dealing with. Are we dealing with high conservative people or who are completely progressive people. It changes the way we talk to them. The way we engage with them through the brand. At the end of the day, we use that for branding,” said Giguere.
The spokesperson for Groupe Nordik says it did not apply “sufficient scrutiny” themselves, citing it as “their mistake,” and those questions do not reflect the values or the respectful, inclusive environment they want to create for guests and employees.
The written statement goes on to say they have ended their business relationship with Crop and the survey has been stopped.
“Apologize? For doing my job? No, never. Haha, no,” said Giguere.
Giguere did say, however, that his goal is not to offend anybody and is sorry that people took the question in the wrong way.
