Spavia, the resort-inspired day spa, today announced the appointment of Heather Holland as Chief Operating Officer, bringing an experienced wellness operator to the company as it continues expanding Spavia and Sway, its recovery-focused wellness concept, across new markets nationwide.
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Spavia Names Heather Holland COO to Support Next Phase of Growth for Spavia
The appointment comes at a time of continued momentum for the brand, as Spavia grows its national footprint, deepens franchisee support, and expands its membership base across existing and new markets. In parallel, Sway is emerging as a complementary concept designed to meet rising demand for recovery-focused, performance-driven wellness, helping the company reach a broader, younger consumer and driving progress toward the goal of 200 combined Spavia and Sway locations.
Holland brings more than two decades of experience scaling consumer wellness brands. She most recently founded Denver-based wellness studio Upswell, and previously served as COO of CorePower Yoga, where she helped scale the brand from 89 to 225 studios across 20 markets. In her new role, Holland will oversee operations across Spavia’s national footprint, focusing on franchisee support, operational excellence, and elevating the guest experience as both Spavia and Sway continue to scale.
As part of the transition, Holland will convert the existing Upswell studios into two new Sway locations, further expanding the brand’s wellness spa concept that combines massage and facial treatments with wellness technologies such as sauna, cold plunge, and robotic massage in a design-forward, neighborhood setting.
“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.”
Heather Holland said she was drawn to Spavia because of the company’s hospitality-driven approach and the foundation co-founders Marty Langenderfer and Allison Langenderfer have built over the last two decades. She shares the company’s belief in creating wellness spaces that genuinely help people feel better in their everyday lives, aligning closely with Spavia’s mission to make a positive difference one guest at a time.
“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 added that she was also drawn to the brand’s broader vision for accessible, neighborhood driven wellness and its ability to meet consumers across different wellness needs.
“Consumers today have more wellness options than ever, but many experiences still feel fragmented, transactional, or heavily trend-driven,” Holland said. “What stood out to me about Spavia was the strength of the neighborhood-based ownership model, the consistency of the hospitality experience, and the operational discipline behind the brand. You can feel that it was built around long-term trust, consistency, and genuine relationships.”
Founded in 2005, Spavia has grown into a leading wellness and spa franchise with 60 locations across the United States. Sway blends recovery and performance experiences with a hospitality first approach designed for today’s wellness consumer.
For more information, visit Spavia and Sway.
About Spavia
The first Spavia opened its doors in 2005 in Denver, CO, with a mission of making a positive difference in the world, one guest at a time and delivering a luxurious spa experience at an affordable price. Spavia locations provide a variety of massage treatments, skin care treatments, body wraps, waxing, lash extensions, make-up, and an opportunity to celebrate with a spalebration™ — all in a relaxing and tranquil setting that allows guests to relax, recenter and renew. Nearly 60 day spas are currently open in 23 states, reinforcing Spavia’s commitment to providing affordable luxury and promoting relaxation, renewing and recentering as core values.
To learn more about Spavia visit spaviadayspa.com.
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