MAIN and Nature Émotive join forces for the well-being of entrepreneurs

Montreal, December 4, 2025 — MAIN accelerates innovation in Quebec and Nature Émotive, a production of Avea Media Group Inc., today announced a strategic partnership aimed at raising awareness and supporting the entrepreneurial ecosystem on mental health and wellness issues.

This collaboration brings together the strengths of MAIN, which is currently launching Parapluie, an accessible health insurance plan for entrepreneurs, and Nature Émotive, the Quebec podcast that highlights the human stories behind business journeys.

The statistics speak for themselves: 46% of entrepreneurs say that their mental state is affecting their work, and 62% experience symptoms of depression every week. Yet only 16% seek help. Faced with this reality, MAIN and Nature Émotive are combining their expertise to break the isolation and normalize conversations about mental health in entrepreneurship.

"I launched Nature Émotive to highlight the impact of mental health and well-being behind success stories. My unusual entrepreneurial journey has taught me that behind every victory, no matter how great, there are moments of doubt, exhaustion, and vulnerability. These stories deserve to be told," says Alexandre Lemieux, executive producer of Nature Émotive and president of Groupe Média Avea. "This partnership with MAIN comes at the right time. Together, we can create a space where entrepreneurs can recognize themselves and realize that they are not alone."

For Louis-Félix Binette, Executive Director of MAIN, this partnership is a natural fit with the organization's mission: "Entrepreneurs must be at the center of everything we do. We cannot support innovation and economic growth if we neglect the well-being of the people who build our businesses. Nature Émotive shares this deeply human vision of entrepreneurship."

Nature Émotive is produced by Groupe Média Avea Inc., a communications company specializing in strategic content, employer branding, and business storytelling. The first of its kind in Quebec, the Nature Émotive podcast gives entrepreneurs an authentic voice by exploring the human and emotional dimensions of entrepreneurship.

To listen to Nature Émotive: Available on all streaming platforms

To watch Nature Émotive: https://www.youtube.com/@natureemotive

Website: https://www.natureemotive.com

MAIN is committed to building an inclusive and resilient entrepreneurial ecosystem, designed by and for entrepreneurs. Its mission is to give entrepreneurs the courage to take risks by promoting simplified, relevant, and timely access to support resources, strengthening collaboration between ecosystem players, and developing tools that support their long-term impact.

Launched in November 2025, Parapluie is an annual MAIN subscription for Quebec entrepreneurs that provides access to the MAIN service platform (portal, guidance and referral, training and events, etc.) as well as health coverage, including digital components (telemedicine, mental health+, and EAP) offered in partnership with Quebec-based company Dialogue.
A crowdfunding campaign is currently underway on La Ruche until December 19, 2025, to give entrepreneurs access to this coverage at an exclusive introductory rate.

To learn more about Parapluie: https://mainqc.com/parapluie

La Ruche campaign: https://laruchequebec.com/fr/projets/parapluie-sante-des-entrepreneurs