THE BALANCING ACT: Preserving Your Spa’ s Identity Across Locations Lessons in Scaling Spa Business BY JESSICA ZOUAOUI AND DAMIEN ZOUAOUI, CO-FOUNDERS OF OAKWELL BEER SPA
MEMBER-SUBMITTED CONTENT
THE BALANCING ACT: Preserving Your Spa’ s Identity Across Locations Lessons in Scaling Spa Business BY JESSICA ZOUAOUI AND DAMIEN ZOUAOUI, CO-FOUNDERS OF OAKWELL BEER SPA
SCALING A SPA BUSINESS presents an exciting opportunity for growth but comes with its own set of challenges. It’ s about more than simply replicating what worked in your first location— it requires preserving the essence of your concept while adapting to the unique dynamics of new markets, meeting guest expectations and ensuring operational consistency. Thoughtful and strategic expansion offers spa professionals a chance to refine what makes their brand special while reaching new audiences.
Understand why growth is your next step One of the most important considerations when expanding is to fully understand why growth is the next step for the business. Growth should be intentional, not reactive. Consider what is driving your brand’ s expansion: l Meeting demand: Are you responding to an overflow of guests at your current location( s)? l Tapping into a new audience: Does the demographic profile of the new market location align with your spa’ s core values and service offerings? l Building on your reputation: How does market expansion enhance your existing strengths or round out any current shortfalls of your brand?
Having a clear vision of what drives expansion is critical. This clarity ensures decisions are made with purpose and helps maintain the integrity of the original concept while entering new territory.
Adapt to each market’ s unique dynamics Every new market brings its own set of dynamics. Even if your existing location is thriving, the demographics, preferences and cultural nuances of a new area can require thoughtful adjustments. Focus on: l Conducting thorough market research: Understand how your spa’ s offerings will resonate and what subtle shifts might be needed to create an authentic connection with the community. l Selecting the right neighborhoods: Pinpoint where your services naturally align with local interests and lifestyles. It’ s about finding pockets where the concept feels relevant and accessible. For entirely new markets, recognizing that what works in one location may not seamlessly translate to another is pivotal. l Tailoring the guest experience: Make appropriate adjustments to reflect the unique characteristics of the new audience. The balance between staying true to your
Expanding a business isn’ t about rushing to open new locations or chasing scale for its own sake. Instead, it’ s about taking the time to prioritize what matters most: creating a seamless guest experience, building a strong and aligned team and making adjustments that suit the nuances of each new market.
PULSE n MAY 2025 18