DENVER -- Spavia, the resort-inspired day spa, has appointed Heather Holland as Chief Operating Officer. Holland is an experienced wellness operator who founded Denver-based wellness studio Upswell and previously serves as COO of Corepower Yoga.
Spavia, which first opened its doors in 2005 in Denver, offers massage treatments, body wraps, skincare treatments, waxing, lash extensions and makeup. Spavia, along with its recovery focused wellness concept Sway are expanding into new markets nationwide. Spavia is growing its national footprint and expanding its membership base across new and existing markets. Sway is emerging as a complementary concept helping to reach a younger, broader consumer. The company's goal is to have a combined 200 Spavia and Sway locations.
“Heather understands how to grow wellness brands while maintaining the personal connection that makes them successful,” said Marty Langenderfer, Founder and CEO of Spavia. “Her experience scaling high growth consumer businesses and supporting teams at every level makes her a strong addition as we continue building both brands.”
Holland will focus on franchisee support, operational excellence and elevating the guest experience as Spavia and Sway continue to scale. As part of the transition, Holland will convert the existing Upswell studios into two new Sway locations. This will further expand the brand's wellness spa concept, which combines massage and facial treatments with wellness technologies including cold plunge, sauna and robotic massage, in a neighborhood, design-forward setting.
“What really stood out to me about Spavia is what Marty and Allison have built over the years,” Holland added. “They’ve grown the company thoughtfully through changing markets, economic uncertainty, and even a pandemic, all while staying deeply committed to franchisees, operational standards, and the guest experience. You don’t often see a wellness brand build this kind of national footprint without outside venture backing, and that says a lot about the strength of the model and the long-term relationships they’ve built along the way.”
Holland said she was drawn to the company's hospitality-driven approach and its broader vision for accessible, neighborhood driven wellness. She said she was also drawn to Spavia's ability to meet consumers across different wellness needs. She added that the operational discipline behind the brand and that the company's entire ethos was built around long term trust, consistency and genuine relationships.
