In 2011, an impromptu descent on the Jacques-Cartier River ended with a helicopter evacuation. For Alex Dubreuil, an international circus artist, it was a turning point: he would turn this mistake into a mission.

Having become a river guide, he had long dreamed of founding his own rafting company. In 2020, the pandemic brought the entertainment industry to a standstill, prompting him to launch his business sooner than planned. Rivière Concept initially explored several Quebec rivers, from the Matawin to the Batiscan, and learned a lesson that still guides every trip: guests want to be self-reliant, but not too much so. They want to get tossed around, but not too much. The trip is short, but not too short.

In 2023, Rivière Concept established itself on the Jacques-Cartier River, between Pont-Rouge and Donnacona, near Quebec City. More than ten years after his first descent, Alex returns to the same river. This time, to guide others.