Day spa company Oakwell Beer Spa is seeking partners to run franchises around the US.

The company’s first location opened in Denver’s RiNo Arts District in 2021 and it has operated at near-full capacity with strong demand from locals and visitors.

The second location opened in April this year in Highlands Ranch – also in Colorado – to test the concept’s design, guest flow and operations and become a prototype for nationwide franchising.

The company’s founders, Jessica and Damien Zouaoui, see the concept as a natural fit for markets that combine vibrant craft beer culture, strong wellness demand and tourist appeal.

Jessica told Spa Business: “Every Oakwell experience incorporates beer in both the environment and the treatments. The taproom features a rotating selection of local craft beers, ciders, and non-alcoholic options served through self-pour technology. The hydrotherapy tubs are filled with blends of hops, barley, and therapeutic herbs chosen for their skin-soothing and antioxidant properties."

Jessica also said the day spas attract a balanced mix of male and female guests, many of whom are first-time spa-goers. They believe that while this demographic mix is unusual, it’s due to the concept’s “unpretentious environment that feels more like a social outing than a meditative retreat.”

Damien told Spa Business: “Guests tend to be curious travellers, wellness enthusiasts and locals seeking new ways to unwind and connect. The audience is made up of approximately 45 per cent men, 95 per cent couples, and 80 per cent first-time spa guests, underscoring how Oakwell’s hybrid model resonates beyond traditional spa demographics.

In terms of where the ideal location for franchises to be located, Damien had this to say: “We’re naturally looking at markets within proximity to Colorado, on the west coast and also in areas with strong craft beer and wellness culture. That said, Oakwell’s adaptable model can thrive in a wide range of markets that would benefit from our unique concept.”

Business model

He outlined the company’s business model too: “Oakwell’s business model is built on three primary revenue streams: spa services, taproom beverage sales, and retail through the Oakwell Cosmetics line. On average, 85 per cent from spa services, 10 per cent from taproom sales, and 5 per cent from retail make up the mix, though the ratios vary.”

Oakwell Cosmetics is the skincare line that extends the spa experience at home. It’s a line of beer-inspired bath and body products infused with hops, barley and therapeutic herbs. There is a beer-infused hair mask, beer bath salts and beer body lotion.

When asked about how much influence the taproom has on business, Damien added: “From the beginning, Oakwell Beer Spa was created with scalability in mind. The idea started after we travelled the world looking for inspiration in wellness and hospitality, exploring how people relax, connect, and recharge in different cultures. We came home with the vision to create something that felt both elevated and approachable – a place that combined relaxation, social connection, and design in a way that could succeed across many markets.

“The taproom has played a major role in that success. It invites guests who might not otherwise visit a spa, creates an atmosphere of connection, and gives people a reason to linger and return. It turns wellness into a shared experience, which is what makes Oakwell stand out and why the brand is so well positioned to expand nationally.”

Highlands Ranch prototype

The Highlands Ranch day spa opened earlier this year in a space that measures roughly 3,400sq ft. Around 35 per cent of the space is dedicated to spa suites and a zero-gravity massage room. The remaining 65 per cent is occupied by the taproom, cool-down room and back of house areas.

The spa has four private spa suites for treatments. Each suite features a three-person custom-made stainless-steel hydrotherapy tub, infrared sauna and a rainfall shower. 

Jessica concluded: “Our focus right now is finding the right operators who align with the brand’s values and share our commitment to guest experience standards.”