Article content
Silvina Etchegoyen saw a golden opportunity to open a new enterprise in Toronto even as businesses were shutting down across the country due to the COVID-19 pandemic.
The co-owner of Sientate, a touchless massage chair service, was a self-employed professional who specialized in marketing for therapists and alternative practitioners.
“I saw the stress levels nurses were going through, so I began to research ideas,” she said. “When I saw this chair, I wanted to put it on a trailer and take it to hospitals, but the logistics were harder than I thought.”
Instead, she decided to open a space where people could come use the service. At the same time, she worked out a partnership deal to have the site serve as a working showroom and allow for direct sales of the equipment.

Entrepreneurs are adapting to the pandemic and confident their businesses will survive: BDC study

How a little-known Quebec company took centre stage of Canada’s electric vehicle space in only two years

Second acts: How an Emmy award-winning reporter turned tech CEO landed a big deal
