MAIN and Nature Émotive Join Forces to Promote Entrepreneurs’ Well-Being

Montreal, December 4, 2025 — MAIN: Accelerating Innovation in Quebec and Nature Émotive, a production of Groupe Média Avea Inc., today announced a strategic partnership aimed at raising awareness and supporting the entrepreneurial ecosystem on issues of mental health and well-being.

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

The statistics speak for themselves: 46% of entrepreneurs say their mental health is hindering their work, and 62% experience symptoms of depression every week. Yet only 16% seek help. In light of this reality, MAIN and Nature Émotive are combining their expertise to break the cycle of isolation and normalize conversations about mental health in the entrepreneurial community.

“I launched Nature Émotive to highlight the mental health and well-being factors behind success stories. My unconventional journey as an entrepreneur 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 just the right time. Together, we can create a space where entrepreneurs can see themselves reflected and realize they’re 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 heart 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 a production of Groupe Média Avea Inc., a communications firm 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 aspects 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 empower entrepreneurs to take risks by providing simplified, relevant, and timely access to support resources, strengthening collaboration among ecosystem stakeholders, and developing tools that support their long-term impact.

Launched in November 2025, Parapluie is an annual MAIN subscription for entrepreneurs in Quebec that provides access to the MAIN services platform (portal, guidance and referrals, training and events, etc.) as well as health coverage, including a digital component (telemedicine, mental health+ and EAP) offered in partnership with the Quebec-based company Dialogue.
A crowdfunding campaign is currently underway on La Ruche through December 19, 2025, to allow entrepreneurs to access 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