A visit to France’s biggest sauna, Sant Roch, and Publicisdrugstore
Paris is undergoing a quiet but profound transformation, not just in fashion but in wellness and retail culture, as revealed in this episode of The Entrepreneurs. At the heart of this shift is Saint Roche, France’s largest sauna, a 60+ square meter contrast therapy sanctuary co-founded by Chloé Bouscatel and her husband Jules. What began as a fitness empire has evolved into a high-design wellness destination that blends heat, cold, and ritual to combat burnout and regulate the nervous system—proving that even in a city long associated with style over substance, wellness is now a serious cultural movement. Meanwhile, Publicis Drugstore on the Champs-Élysées defies logic and time, operating 18 hours a day, 365 days a year, offering everything from caviar to champagne to international magazines at 3 a.m. Its survival for 70 years—through wars, digital disruption, and changing retail—is a testament to its unique blend of premium convenience, cultural legacy, and urban necessity. Together, these two ventures represent a new Paris: one that values ritual, design, and 24/7 accessibility as much as it does haute couture. The episode reveals that Paris’s future isn’t just about fashion—it’s about creating spaces that serve the human need for recovery, connection, and spontaneity.
Saint Roche is France’s largest sauna at over 60 square meters, built around contrast therapy to regulate the nervous system and combat burnout.
The sauna’s design by Canadian studio Future Studio and artist Olivier Leon prioritizes warm lighting, luxury materials, and a safe, welcoming atmosphere.
Publicis Drugstore operates 18 hours a day, 365 days a year, offering everything from champagne to caviar to international magazines at any hour.
The store was inspired by American drugstores but reimagined in a premium Parisian way, serving as a cultural hub for tourists, locals, and global elites.
Publicis Drugstore hosts a cinema, a dance floor, and seasonal events like the Food and Wine Festival, making it the last cinema and only nightclub on the Champs-Élysées.
…and 3 more takeaways available in PodZeus
Welcome to The Entrepreneurs: A Parisian Vision
The episode opens with a sponsorship segment for South Tyrol, highlighting its sustainable economic model, before transitioning into the Paris-focused theme of the show, setting the stage for two groundbreaking ventures in the French capital.
The Rise of Wellness in Paris: A Sauna Revolution
“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?”
Inside Saint Roche: Design, Ritual, and Expansion
“We have different types of consumers. We have the one that is looking for really like a relaxing moment... and then there are other people that are more looking for like a transcendental thing.”
From London to Paris: The Ritual of Hot and Cold
Tom Edwards and Fernando reflect on their personal experiences with contrast therapy, with Fernando admitting to being the first to leave the sauna—yet still praising its restorative power.
Publicis Drugstore: The 24/7 Cultural Institution
“You can buy anytime, anything at any time of the day, which is something quite unique.”
“You can buy anytime anything at any time of the day which is something quite unique too.”
“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?”
“We are not a luxury brand, but we are a very premium brand. What we call a luxury convenience store.”
Host
Guests
Publicis Drugstore
other
Saint Roche
other
Franck Jantet
person
Chloé Bouscatel
person
Publicis Group
organization
South Tyrol
organization
Future Studio
organization
The Stack
media
Marcel Bustin Blanchet
person
Fruttini
other
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