HEAL Wellness, part of the Happy Belly portfolio, has been building serious momentum across Canada.
What started as a single Ontario location has now grown to more than 37 locations across the country, with a new U.S. expansion underway and a goal of reaching 100 locations across Canada and the U.S. by the end of 2026.
HEAL is scaling through franchising, expanding into new markets, and building a fast-casual wellness concept with traction among younger Millennial and Gen Z consumers.
The brand has also built a highly engaged community across Instagram and TikTok, creating the kind of organic demand that is helping drive awareness, foot traffic, and franchise interest.
HEAL’s Co-Founder and Brand Leader Jesse Davidson talks about the growth of the brand and what’s next.
Question: Before HEAL became a national wellness brand, what was the original idea behind it? Can you share the origin story of the brand and what gap you felt HEAL could fill in the food and wellness space?
Answer: HEAL started with a simple belief: healthy food should taste incredible and fit naturally into people’s lives. At the time, many wellness brands felt intimidating or overly serious. We saw an opportunity to create something more approachable. From day one, HEAL was about more than smoothies and bowls. We wanted to build places where people could connect, recharge, and feel good about what they were putting into their bodies. We combined purposeful ingredients with an energetic, community-driven experience that made wellness feel fun rather than restrictive.
Q: Can you share a bit about your own journey as Co-Founder and Brand Leader?
A: I’ve always been passionate about health, fitness, and entrepreneurship. HEAL allowed me to combine all three. In the early days, I did everything from making smoothies and cleaning stores to marketing and site selection. Today, my role is focused on growing and protecting the brand while ensuring we never lose sight of what made people connect with HEAL in the first place. As we’ve grown, my focus has shifted from operating stores to building a brand and culture that can scale across North America.
Q: HEAL started as one Ontario location and has now grown to 37+ locations across Canada. Can you walk us through that growth story?
A: Our growth has been driven by creating something people genuinely love. We focused on serving great products, building strong communities around our stores, and creating a brand that people wanted to be part of. That combination attracted passionate franchise partners who believed in the vision and wanted to bring HEAL to their own communities. The result has been steady, organic growth across Canada. At the end of the day, people connect with brands that stand for something, and we’ve worked hard to build that connection.
Q: HEAL is now expanding into the U.S. and has a goal of reaching 100 locations across Canada and the U.S. by the end of 2026. What does this next stage of growth look like?
A: The next phase is about thoughtful expansion. We’re focused on building density in existing markets while strategically entering new ones across both Canada and the United States. The wellness category continues to grow, and consumers are increasingly looking for brands that combine quality, convenience, and lifestyle. We believe HEAL is uniquely positioned to meet that demand. Most importantly, we’ve spent years building the systems and infrastructure needed to support growth at scale.
Q: How does HEAL fit into Happy Belly’s broader growth strategy alongside brands like iQ Food Co.?
A: HEAL serves a consumer who is looking for healthier, functional food options without sacrificing taste or experience. What makes HEAL unique is that we’ve built a highly recognizable lifestyle brand around wellness and community. We don’t just sell products. We create experiences and environments that people want to return to. That combination of strong consumer demand, brand loyalty, and scalability makes HEAL an important part of the Happy Belly portfolio.
Q: How has the franchise model helped the brand expand while maintaining consistency?
A: Franchising has allowed us to partner with local entrepreneurs who are passionate about their communities. While every market is unique, the HEAL experience remains consistent through strong training, operational systems, and ongoing support. We empower franchisees to build local relationships while ensuring the brand standards remain consistent across the network. It’s a balance of local ownership and national brand strength.
Q: How is HEAL’s franchise model creating opportunities for entrepreneurs?
A: One of the most rewarding parts of our growth has been watching franchisees build successful businesses of their own. We’re giving entrepreneurs the opportunity to join a fast-growing wellness brand with proven systems, strong support, and a category that continues to gain momentum. For many, it’s an opportunity to own a business while making a positive impact in their community.
Q: The restaurant industry has been challenging. How has HEAL continued to grow?
A: Consumers continue to prioritize health and wellness, even during challenging economic times. We’ve remained focused on delivering value through quality products, a strong guest experience, and a brand that people trust. We also take a disciplined approach to growth and operations, which has helped us navigate industry challenges while continuing to expand.
Q: How has social media helped drive awareness and demand?
A: Social media has been a major driver of our growth because it allows us to connect directly with our community. HEAL is a highly visual brand, but what really resonates is the authenticity. We showcase real customers, real franchisees, and real moments happening inside our stores. That connection has helped us build strong engagement and turn customers into brand advocates.
Q: What do you think younger consumers are responding to most when it comes to HEAL?
A: I think they’re responding to the combination of fun and function. They want products that support their lifestyle, but they also want brands that feel authentic and create a sense of belonging. The menu is important, but so is the experience, the community, and the overall brand. People want to be part of something, and that’s what we’ve worked hard to build.
Q: How do you balance rapid growth while keeping the brand community-driven?
A: Community has always been at the centre of HEAL. Whether it’s local partnerships, school programs, charity initiatives, or grassroots events, we encourage every location to be actively involved in its community. As we grow, we don’t want stores to feel more corporate. We want them to feel more connected. Growth is important, but staying true to who we are is even more important.
Q: Looking ahead, what are you most excited about for HEAL’s next chapter?
A: I’m excited about introducing HEAL to new communities across North America. We still believe we’re at the beginning of our journey. There is tremendous opportunity ahead, not just to grow the business, but to continue building a brand that inspires healthier lifestyles and stronger communities. If we’ve learned anything so far, it’s that we’re building something much bigger than smoothies and bowls.
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