Normand Boulanger

Founder, publisher and editor-in-chief of Gentologie, I strive to embody the modern man who cultivates elegance, culture and good taste in all aspects of my life. In 2019, I created this unique platform in Canada, which redefines the art of masculine living, without ever sacrificing authenticity for appearance.

My Journey

Originally from Québec City, born to parents from the Gaspésie region, mine is a story of an unconventional path forged by resilience and passion. After completing my studies in hotel management at Collège Mérici and an internship in Jasper, Alberta, I arrived in Montréal in the summer of 2001, determined to revolutionize the hospitality industry. The events of September 11th changed everything.

This adversity became a catalyst: I redirected my path towards a certificate in administration at UQAM, where I discovered the world of communications through the now-defunct Marketing Club. This revelation led me to the Université de Montréal for studies in advertising, then to McGill to perfect my English with the “Certificate of Proficiency in English for Professional Communication.” My time at C2-MTL and my experiences in the events world and advertising agencies shaped my vision: to create content that combines substance and style.

A Montrealer by adoption for over 20 years, I launched several web projects before founding Gentologie in September 2019. Today, Gentologie is much more than a magazine: it’s a complete bilingual platform (website, print magazine [on pause since August 2024], the “The Finest Class” podcast, Le Club by Gentologie and more) that celebrates gentleman’s excellence in all its forms.

Ethics and Style

My editorial approach is rooted in a profound conviction: being a gentleman in 2025 goes far beyond the three-piece suit and silk tie, even though these are very important, they represent the culmination, not the starting point. It’s a life philosophy that marries timeless elegance with modern values.

At Gentologie, we celebrate respect, empathy and consideration for others. We believe that the true gentleman thinks of others before himself, cultivates open-mindedness and recognizes equality among all. Our reflection states it clearly: without women, there are no gentlemen.

Editorial integrity is at the heart of my practice. Although I’m not a trained journalist, I make every effort to rigorously verify all my sources to avoid any errors. This rigour isn’t just a matter of professionalism—it’s a mark of respect for our readers who place their trust in us.

As an entrepreneur, I also manage the commercial aspects of Gentologie, including advertising. But I maintain a clear and impenetrable line between editorial and commercial content. Our recommendations, reviews and content remain authentic and impartial, never influenced by our advertising partners. This independence is non-negotiable.

From morning coffee to evening Scotch, I live by the principle that happiness lies in balance: between beautiful things and authenticity, between ambition and well-being, between tradition and modernity. This philosophy permeates every article, every event, every editorial decision.

Why Gentologie

I founded Gentologie because a voice was missing in the Canadian media landscape. A platform that speaks to modern men in both French and English, from coast to coast that celebrates excellence without pretension, that inspires without excluding.

Our mission is simple, yet ambitious: to turn all men into gentlemen. Not in the elitist or outdated sense of the term, but in its contemporary definition: distinguished, cultured, respectful men who are conscious of their impact on the world around them.

Through our articles on high-end fashion, exceptional travel, refined gastronomy, spirits, automobiles and the business world, we offer much more than content: we create a community. A space where one can learn, be inspired, discover and grow.

Gentologie is the culmination of 15 years of passion for media, communication and the art of living. It’s my contribution to a world where elegance, respect and good taste never go out of style.