The specialist consultancy has been founded by former David Lloyd Clubs senior director Andrew Davill and leisure innovator Andy Baker. It will support hotels seeking to turn pools, saunas and steam rooms into commercially sustainable, membership-led wellness destinations.
“Consumer expectations have changed dramatically, particularly among younger demographics,” explains Andy. “Today’s wellness customer is looking for regular swim, spa and recovery experiences that can be enjoyed as part of a lifestyle membership.
“Hotels that continue to rely solely on old pools, outdated indoor steam rooms and occasional treatments are missing a significant commercial opportunity.
“A well-designed swim and spa proposition can attract substantial local membership. A model with 1200 members paying £110 per month can generate more than £1.5 million in annual recurring revenue, with strong EBITDA potential when operated efficiently. The opportunity lies in maximising existing assets rather than investing in large-scale destination spas.”
Creating new hotel revenue streams
Invest in Wellbeing will provide commercial feasibility studies, concept development, operational consultancy, marketing, public relations and investment support.
The launch comes as hotel operators face rising costs and greater competition for overnight guests. At the same time, demand for accessible health and wellbeing experiences continues to grow.
The consultancy believes traditional hotel spa facilities are often treated as disconnected amenities rather than valuable commercial assets.
Its approach combines swimming, spa and wellness services into a more cohesive customer journey for hotel guests and local members. This could help operators improve year-round utilisation and create predictable recurring revenue.
Reaching new wellness audiences
Invest in Wellbeing will also help hotels develop marketing and PR strategies capable of attracting younger consumers.
The company said Gen Z and younger Millennials increasingly view wellness as a lifestyle choice, with demand growing for flexible memberships, social experiences and support for physical and mental wellbeing.
The consultancy has created three branded concepts: BlueSpa for hotels, SwimSpa for retail and standalone destinations, and GSpa for roadside and travel-sector facilities.
Its wider services include commercial modelling, management support, launch campaigns and joint-venture partnerships.
Invest in Wellbeing believes the strongest future hotel wellness concepts will not necessarily be defined by investment size. Instead, success will depend on creating accessible and repeatable experiences for both local communities and overnight guests.
“The health club sector has demonstrated for years that recurring membership revenue creates a more resilient and predictable business model,” says Andrew.
“Hotels have an opportunity to apply the same principles to wellness facilities, creating destinations that serve local communities as well as overnight guests.
“Many hotel owners are sitting on valuable wellness assets that are underperforming commercially. Our objective is to help operators understand the market opportunity, develop the right concept, attract new customer groups and create a sustainable business that generates recurring revenue while enhancing the guest experience.”
