Franchise Innovation Awards | Spavia Day Spa
On an ordinary Tuesday morning in Louisville, Colorado, a woman walks out of a spa wrapped in a warm glow that suggests she’s just come back from a five-star resort on the coast. In reality, she’s a few blocks from her office. She’s not on vacation; she just spent 60 minutes in a treatment room designed to melt away the weight of modern life. And the spa? It’s part of a growing franchise that began with a simple but radical idea: make luxury wellness accessible, intentional, and close to home.
That idea belongs to Marty Langenderfer, CEO and cofounder of Spavia Day Spa, a brand that is quietly—and swiftly—shaping the future of how Americans recharge. “We started Spavia with the belief that everyone deserves a moment of peace,” Marty says. “Not once a year, not just on special occasions—but whenever they need it.”
“Wellness isn’t a luxury; it’s a necessity. Our goal is to make it accessible, meaningful, and rooted in community.”
Fueling a New Vision
It all began, fittingly, with a personal pain point. Marty and his wife Allison, both wellness enthusiasts, found themselves desiring new spa options available in their area. “You were either getting a rushed, impersonal massage at a clinic, or you had to drop a fortune at a luxury resort,” Marty recalls. “There was no in-between—no place where people could experience true care without compromising their time or their budget.”
That gap in the market became their mission. In 2005, they opened the first Spavia location with a simple goal: to bring affordable luxury to the everyday consumer. The atmosphere was serene but not pretentious. The team was highly trained but genuinely warm. And the services—from Swedish massages to advanced skincare—were both results-driven and deeply relaxing. It was a hit.
Two years later, they began franchising. Now, 20 years into the journey, Spavia has blossomed into a national brand, with a growing footprint that includes signed agreements in New Jersey, Kansas City, South Carolina, and multiple locations in Colorado. “Via,” derived from the Latin word for “path” or “route” reflects the brand’s goal to finding a path or route to wellness.
“We’re not just a spa. We’re somewhere between home and work where people can reset.”
Wellness with Purpose
Spavia isn’t just selling massages and facials. It’s offering a new model for how businesses in the wellness industry can operate—with heart, purpose, and community at the core.
“Our mission is to make a positive difference in the world, one guest at a time,” Marty says. “That’s not just a slogan—it’s how we measure success.”
This ethos permeates every part of the brand, from the welcoming retreat rooms to the thoughtful treatment options. At a time when the wellness industry is booming—and increasingly commercialized—Spavia stands out for its sincerity.
This approach is evident in their Spavia Cares program, a social impact initiative that encourages each location to partner with local nonprofits. Whether supporting pediatric cancer recovery or organizing wellness events for caregivers, the goal is to embed Spavia in the fabric of each community it serves.
“Sustainability and social responsibility aren’t trends for us—they’re responsibilities,” Marty says. “People want to support brands that reflect their values. And we take that seriously.”
The Franchise Formula
At the heart of Spavia’s growth is a franchise model that feels more like mentorship than management. Marty describes their relationship with franchisees as “a true partnership.” From initial onboarding to long-term success planning, the support is hands-on and high-touch.
“Franchisees who follow the model and lead with the guest in mind do really well,” he says. “But when challenges arise, we don’t just hand them a playbook and wish them luck. We dig in with them—financial audits, custom marketing strategies, operations coaching—you name it.”
Much of that support comes from Spavia’s national team, a group that includes a Chief Marketing Officer, Local Marketing Director, and Chief Operations Officer. But Marty and Allison remain closely involved as well, offering what many franchisees say is a rare and refreshing level of founder access. “We’re here for them,” he says, simply.
And what do franchisees struggle with most? Hiring. Like many in the service industry, Spavia locations face difficulties in recruiting —specifically licensed massage therapists. In response, the company has developed a suite of tools to help owners foster a workplace culture that attracts and retains high-caliber professionals. Leadership training, employee engagement strategies, and a people-first ethos are central to the approach.
“It’s not just about hiring,” Marty explains. “It’s about creating an environment where people feel seen and supported. That’s how you build a great team.”
Technology Meets Tranquility
Behind the soft lighting and spa music, Spavia is embracing technology in a big way. “People might not associate spas with innovation, but the future of wellness is absolutely tech-driven,” Marty says.
The brand has implemented centralized booking platforms, real-time dashboards, and automated CRM systems that allow franchisees to manage operations with ease. On the guest side, seamless scheduling and personalized communication have become standard. These innovations are helping Spavia scale effectively while maintaining a high-touch, high-quality experience.
“We use tech to remove friction,” Marty explains. “So, our team can focus on what matters most: the guest.”
Looking ahead, Spavia is also eyeing AI integration for customer service, wearable syncing for wellness tracking, and deeper data analysis to drive personalization. “We’re not chasing trends for the sake of it,” he adds. “We’re using technology to enhance wellness —not replace it.”
"We’re not just a spa. We’re somewhere between home and work where people can reset."
The Rise of Sway by Spavia
Perhaps the boldest move in Spavia’s 20-year journey is the launch of Sway by Spavia, a new urban-themed thematic designed for fast-paced, major metro areas. Launched in 2025, Sway wellness club offers a curated mix of trendy treatments—think cold plunge, red light therapy, and infrared sauna in addition to traditional massage and facial treatments.
“Sway is about meeting people where they are—in lifestyle, in location, and in mindset,” Marty says. “It’s sleek, efficient, and experiential, while still rooted in the values that built Spavia.”
While the original Spavia experience focuses on retreat and renewal, Sway leans into the energetic vibe of city life—without sacrificing serenity. It further emphasizes the brand’s mission to make self-care part of everyday life.
A Vision for 2025 and Beyond
As the franchise world grapples with shifting consumer behaviors and an increasingly values-driven marketplace, Marty sees opportunity. “People aren’t just buying services,” he says. “They’re buying experiences that reflect their beliefs.”
He believes the most successful franchises in 2025 will embody three traits: adaptability, purpose-driven leadership, and operational excellence. “You have to be agile, mission-focused, and airtight in your execution,” he explains. “That’s the winning formula.”
Spavia is already modeling that future. From customized treatments and eco-conscious product partnerships to community-driven initiatives and franchisee-first infrastructure, the brand is proof that purpose and profit don’t have to be at odds.
“We’ve grown a lot over 20 years,” Marty says. “But our mission hasn’t changed. If anything, it’s clearer than ever.”
More Than a Spa
In a world that feels increasingly fast, disconnected, and overwhelming, Spavia offers something rare: intentional, meaningful care. And that, Marty believes, is what people are really searching for.
“When a guest tells us that their Spavia visit was the best part of their week, that’s everything to us,” he says, smiling. “Because that means we’re doing more than relaxing muscles—we’re restoring people.”
And in that restoration, there is renewal—not just for the guests, but for the communities Spavia serves and the franchisees who bring the brand to life. For Marty, it’s not about building the biggest spa franchise in the country. It’s about building the most meaningful one.
