Melissa Donato never set out to become a wellness entrepreneur. After years in the corporate world, she found herself craving something more meaningful — something that allowed her to create connection and impact every day. Today, as Co-founder of Alter, she’s done just that. Together with Queenie Phair, Director of Programming and a practitioner in Traditional Chinese Medicine, she has helped build a wellness destination in Toronto that brings people together through heat, cold, and community.
Alter is rooted in a simple yet powerful philosophy: transformation comes through practice. By combining sauna, cold plunge, and intentional recovery, the team has created a space where people can reconnect with themselves, find stillness, and cultivate balance.
A Leap from Corporate to Connection
Melissa’s transition into entrepreneurship began with a moment of clarity. “I never thought I would be an entrepreneur,” she admitted. “I loved my corporate job — I learned so much every day — but the thing that really bothered me wasn’t the burnout. It was the impact that I felt I wasn’t having in that role.”
That perspective changed when she met her future co-founders and saw an opportunity to create something entirely new. “When I had the opportunity to start a business with people that I really trusted, I was like, I have to take this opportunity,” she said. “Somebody walks in, maybe they’re a little bit down, maybe they’re a little bit nervous — they go into the sauna, cold plunge, come out 90 minutes later, and it’s like they’re a totally different person. They have a smile on their face, they look lighter. That everyday impact is so fulfilling — nothing can beat it.”
Simplicity as a Practice
For Queenie, the heart of Alter lies in simplicity. “One of the things I love working with Alter and the founders is that they really emphasize simplicity,” she shared. “Because the practice in itself — just sitting in the sauna — is already such an impactful practice. You don’t really need to add like 25 other things in there.”
As Director of Programming, Queenie has shaped an experience designed to make guests slow down and be present. “We’re teaching people to learn different tools to sit with that discomfort,” she said. “You start realizing that the more you practice being uncomfortable in a safe space, the more resilient you become in your life.”
That blend of physical challenge and emotional grounding has become a cornerstone of Alter’s culture — proof that the simplest practices often create the most meaningful change.
Honoring the Body’s Natural Rhythms
With her background in Traditional Chinese Medicine, Queenie often reminds guests that wellness is deeply tied to the body’s natural cycles. “We can’t separate ourselves from the seasons,” she explained. “For a woman, better to plunge during the follicular and ovulatory phases of their cycle — those are the times where the body has a bit more ability to face challenges. But really, it’s about tuning in. If you feel depleted, it’s not for you today.”
Her approach encourages intuition over intensity, teaching people to listen to their bodies rather than forcing routine. “That’s what makes wellness sustainable,” she added. “It’s not about doing more — it’s about doing what’s right for you that day.”
Building Balance and Connection
Behind the scenes, Melissa and her co-founders have built a partnership based on trust and shared values. “We definitely have our own swim lanes,” she said. “At the beginning, we didn’t, because we were all so passionate, but now it’s a good balance of independence and collaboration. And we make sure to nurture our friendship throughout.”
That connection extends to how Alter interacts with its guests. “Your business is your baby,” Melissa laughed. “Imagine you have a child — what are you gonna say, we’re not gonna talk about the child from 7 to 9 PM? No. It’s part of your life now.”
Her words reflect the authenticity behind Alter’s culture — a space built not just for recovery, but for real relationships and community.
The Power in Practice
The name Alter was born out of a desire to represent both physical and emotional transformation. “At first, it was very straightforward — you’re alternating between hot and cold,” Melissa said. “But then it became more symbolic. You’re altering your state of mind, your body, your perspective, maybe even your connection with self or others.”
That mindset inspired their guiding principle: Power in Practice. “It’s the consistent practice that results in change,” Melissa explained. “Not just going to a spa when you’re burnt out, but the little things — showing up day after day. Those small alterations to your routine build into something bigger.”
Creating a Community for Wellness
Alter has quickly become more than a wellness destination — it’s a local hub for connection. “We really want to be known as this neighborhood sauna — like the local watering hole,” Melissa shared. “Everyone just gathers, catches up with a friend, unwinds after a tough workday.”
That sense of belonging is something Queenie sees every day. “Over time, through the Alter culture and our staff, we’ve really managed to calm everyone down when they come into that space,” she said. “It’s not about how long you can plunge — it’s about how good you feel.”
Together, Melissa and Queenie are proving that wellness doesn’t have to be complicated. With an emphasis on consistency, simplicity, and community, they’re helping people rediscover what it means to feel connected — both to their bodies and to each other.
