Invest in Wellbeing, a new specialist consultancy helping hotels create profitable spa membership businesses from existing wellness facilities has been launched.
This new venture is aimed at independent and boutique hotel operators looking to generate sustainable local revenue streams from underutilised pool, sauna and steam room facilities, while responding to growing consumer demand for wellbeing experiences.
Drawing on decades of experience in hospitality, health clubs, leisure operations and hotel marketing, the team combines commercial feasibility, operational expertise, public relations and investment support to help hotel owners transform traditional hotel spas into modern membership-led wellness destinations.

According to Baker, many hotels continue to view spas through an outdated lens focused primarily on treatment rooms and massage services.
“Consumer expectations have changed dramatically, particularly among younger demographics. 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 Hotels that continue to rely solely on old pools, outdated indoor steam rooms and occasional treatments are missing a significant commercial opportunity.”
Baker believes many hotels already possess the foundations of a successful membership spa business.

“A well-designed swim and spa proposition can attract substantial local membership. A model with 1,200 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.”
The launch comes at a time when many hotel operators are seeking new ancillary revenue streams amid rising operational costs and increasing competition for overnight guests. At the same time, consumer interest in health, wellbeing and staycation-led leisure experiences continues to grow.
Invest in Wellbeing argues that the traditional hotel wellness offer—often consisting of a pool, jacuzzi, sauna and steam room operating as disconnected amenities—is no longer sufficient to differentiate a property or drive meaningful local engagement.

Instead, the consultancy promotes integrated swim-and-spa concepts that create a seamless customer journey for both hotel guests and local members, delivering year-round recurring revenue and stronger asset utilisation.
Davill, who spent 26 years in senior leadership roles at David Lloyd Clubs, believes the hotel sector is only beginning to recognise the commercial potential of wellness memberships.
“The health club sector has demonstrated for years that recurring membership revenue creates a more resilient and predictable business model. Hotels have an opportunity to apply the same principles to wellness facilities, creating destinations that serve local communities as well as overnight guests.”
A key part of the Invest in Wellbeing proposition is helping hotels communicate these new concepts to emerging audiences and this is facilitated by marketing and PR which will help operators generate media coverage, create compelling wellness stories and attract new customer segments.

As wellness increasingly becomes a lifestyle choice rather than an occasional indulgence, the consultancy believes hotel operators must adapt their marketing strategies to appeal to demographics such as Gen Z and younger Millennials, who place a greater emphasis on physical and mental wellbeing, social experiences and flexible membership models.
The Invest in Wellbeing team brings together senior professionals from the health club, hospitality and wellness sectors, with experience of developing, opening and operating premium leisure and spa facilities across the UK.

Invest in Wellbeing has developed a portfolio of branded concepts tailored to different sectors, including:
BlueSpa – hotel-based wellness and membership spa concepts
SwimSpa – retail and standalone wellness destinations
GSpa – roadside and travel-sector wellness facilities
Services include feasibility studies, concept development, operational consultancy, management support, commercial modelling, public relations strategy, launch campaigns and joint-venture partnerships with hotel owners.

Davill added:
“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.”
The founders believe the next generation of hotel wellness facilities will be judged not by the size of their spa investment, but by their ability to create accessible, repeatable wellbeing experiences that attract both local communities and overnight guests