What Be Relax does

Be Relax is a Paris-headquartered private company founded in 2004 that operates the self-described largest global airport spa chain, with 30+ spa locations across 14 cities on 3 continents (Middle East, North America, Asia). Its core business is providing wellness services — massages, nail care, beauty treatments, and showers — to international air travelers in post-security departure areas of major hubs including Dubai International, Doha Hamad International, Singapore Changi, Toronto Pearson, and multiple US airports. Services are delivered by professional therapists and supplemented by proprietary high-tech massage equipment (massaging loungers with deep-kneading and outer orbital massage technology, automated chair massagers), with treatment durations of 15–90 minutes. Pricing is location-specific and not publicly disclosed; customers can walk in or book in advance with a minimum 12-hour notice.

The company operates a dual-product model. The primary revenue stream is per-treatment spa services, including signature offerings such as Absolute Massage, Be Spoke (a customizable four-area massage with the proprietary Be Essential essential oil blend), Be Back, Be Uplifted, Be Feet, and Head Up. The secondary stream is the sale of proprietary travel and wellness products — travel pillows (Original Pure, Original Plus, Eco Friendly, Pure Touch, Sleep Therapy), travel accessories (masks, compression socks, eye masks, flight blankets), massage devices (Heat Hit Pro, Hyper Neck, Leg Therapy, 3D Roller), and beauty devices (Cryo Therapy, Face Lifter, Pure & Glow, Obsidian Stone Set) — distributed via the company's e-commerce storefront and a third-party Find a Retailer network.

Commercial relationships include a strategic partnership with Etihad Airways to operate within the Abu Dhabi Business Class Lounge, premium product integrations with Valmont (facials) and Philip Martin's (nail care), and concession agreements with multiple airport authorities. In 2018, Activa Capital provided a $23.7M growth funding round. The company employs 251–500 staff and operates with no disclosed AI/ML capabilities, no public listing, and no recent leadership changes on record beyond a Director of Human Resources.

Name

Be Relax

Legal name

Be Relax

Website

https://berelax.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

251–500 employees

Short description

Be Relax operates the world's largest airport spa chain, with 30+ post-security spa locations across 14 cities on 3 continents serving international air travelers with massages, nail care, beauty, and wellness treatments, plus proprietary travel and wellness products sold via e-commerce and retail.

Ownership category

akta.pro rank

Product category

Airport Spa Services

NAICS

Fitness and Recreational Sports Centers (713940)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Spa & Massage Services (Day Spas, Massage Studios, Treatment Packages) (THAJAHAC)

akta.pro secondary industries

Day Spas (Facials, Body Treatments & Packages) (HSADAKAA), Luxury Wellness & Spa Resorts (THAGACAG)

Keywords

• Airport spa services
• Wellness treatments
• Massage therapy
• Travel accessories
• Beauty services

Headquarters

HQ city

Paris

HQ country

France

HQ region

Europe

Offices16 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Supply Chain, Technology or R&D

Revenue model

1. Spa Services Revenue: Be Relax generates primary revenue through walk-in spa services in airport locations, including massages, nail care, wellness, and beauty treatments. Services are priced per treatment with varying durations (15-90 minutes). Customers can book appointments or walk in.
2. Travel & Wellness Products: Sale of proprietary travel pillows, travel accessories, massage devices, and beauty devices through e-commerce platform and retail locations. Products include Original Pure Pillow, Heat Hit Pro massager, Dream Steam eye mask, compression socks, and beauty devices.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Be Relax operates airport-based spa locations inside international airports where it delivers massages, nail care, wellness, and beauty services to travelers, using both therapist-delivered treatments and high-tech massaging loungers. In parallel, the company designs and sells its own line of travel pillows, travel accessories, massage devices, and beauty devices through an e-commerce storefront and a retailer network.

Product overview

Be Relax is an airport spa chain operating as the biggest global airport spa brand, present in 14 cities across 3 continents with more than 30 spas. The company offers a comprehensive portfolio of wellness services and products. Services include massage treatments (Absolute Massage, Be Spoke, Be Back, Be Uplifted, Be Feet, Be Relax, Be Up, Head Up), nail care (Express Manicure, Classic Manicure, Men Manicure, Express Pedicure, Classic Pedicure, Philip Martin's Foot Spa, Philip Martin's Hand Spa), wellness (Showers), and beauty services (Facial, Hair Styling, Waxing, Barber, Valmont Facials, Face Yoga). The product line includes Travel Pillows (Original Pure, Original Plus, Eco Friendly, Pure Touch, Sleep Therapy, Comfy Cloud, 3-in-1 Flexi Rest, Inflatable, 2-in-1 Kids), Travel Accessories (masks, flight blanket, compression socks, eye mask, flip-flops, travel adapter), Massage Devices (Zen Foot, Knead Rest, Heat Hit Pro, Dynamic Eye Therapy, Hyper Neck, Muscle Therapy, Scalp Shower, Leg Therapy, Hyper Back, Ultimate Back Therapy, 3D Roller, Head Massager), and Beauty Devices (Pure & Glow, Cryo Therapy, Face Lifter, Obsidian Stone Set).

Differentiator

Problem solved

Functional benefit

Products and services

• Absolute Massage Deep tissue table massage ideal for ultimate spa relaxation, lasting 30-90 minutes; boosts blood circulation, relieves tension headaches, and reduces muscle soreness for air travelers.
• Be Spoke Massage Personalized wellness massage allowing customers to select up to four areas (head, back, hands, feet), incorporating the signature Be Essential essential oil blend; 30-60 minute duration.
• Be Back Massage Hi-tech massaging lounger massage using deep kneading technique, lasting 15-30 minutes, improving blood circulation, relieving tension headaches, and reducing muscle soreness.
• Be Uplifted Massage High-tech lounger massage with deep kneading technique and unique outer orbital massage for calves and feet, lasting 20-30 minutes, with optional meditation podcast immersion.
• Be Feet Massage Foot massage and reflexology on relaxing loungers, combining reflexology elements to relieve tired legs and feet, lasting 15-60 minutes.
• Be Relax Chair Massage Gentle chair massage focusing on back, arms, and calves, designed to boost blood flow in upper and lower body, lasting 15-60 minutes.
• Be Up Deep Tissue Chair Massage Deep tissue chair massage focused on the upper body, ideal for travelers seeking instant relief from back pain, lasting 15-60 minutes.
• Head Up Massage Head and neck massage designed to relieve stress and tension, address tension headaches, and improve blood circulation and oxygenation, lasting 15-60 minutes.
• Nail Care Services Airport nail care services including Express Manicure, Classic Manicure, Men Manicure, Express Pedicure, Classic Pedicure, Philip Martin's Foot Spa, and Philip Martin's Hand Spa.
• Wellness Services Wellness services including Shower treatments that provide refreshing experiences during exhausting travel days.
• Beauty Services Beauty treatments including anti-jet-lag Facial, Hair Styling, Waxing, Barber, Valmont Facials, and Face Yoga.
• Travel Pillows Premium and innovative Be Relax-branded travel pillows designed for comfort during travel, including Original Pure, Original Plus, Eco Friendly, Pure Touch, Sleep Therapy, Comfy Cloud, 3-in-1 Flexi Rest, Inflatable, and 2-in-1 Kids variants.
• Travel Accessories Travel essentials including Original Pure Mask, Pure Touch Mask, Original Mask, Flight Blanket, Compression Flight Socks, Dream Steam Heating Eye Mask, Flip-Flops, and Worldwide Travel Adapter.
• Massage Devices Be Relax-branded therapeutic massage devices for targeted muscle relief, including Zen Foot, Knead Rest, Heat Hit Pro, Dynamic Eye Therapy, Hyper Neck, Muscle Therapy, Scalp Shower, Leg Therapy, Hyper Back, Ultimate Back Therapy, 3D Roller, and Head Massager.
• Beauty Devices Be Relax-branded at-home beauty devices for skincare routines, including Pure & Glow, Cryo Therapy, Face Lifter, and Obsidian Stone Set.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Two partnerships are on record, tiered core.

• Etihad AirwayscoreStrategic or Co-development PartnerBe Relax operates within the Etihad Business Class Lounge at Abu Dhabi International Airport Terminal A, providing premium spa services to business class passengers as part of the airline's premium travel experience.
• Airport AuthoritiescoreStrategic or Co-development PartnerBe Relax operates within international airports including Dubai International, Doha Hamad International, Changi, and major US airports. These partnerships allow spa operations in terminal locations, typically in concourse and gate areas.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• XpresSpa: XpresSpa is the most directly comparable peer: a publicly traded airport-based spa and wellness chain operating massage, nail, and beauty services inside major US and international airport terminals. Same target customer (time-constrained air travelers), same post-security concession model, and overlapping service menu (massages, nail care, wellness products).
• Equilibrium Hospitality: Equilibrium Hospitality provides outsourced spa, wellness, and lounge services for airports and airlines globally. It is a direct competitor to Be Relax for airport spa concession contracts and airline lounge wellness partnerships, with comparable service menus and a similar B2B concession model.

Broad incumbents

• Plaza Premium Group: Plaza Premium operates a global network of independent airport lounges, many of which include spa, massage, and shower facilities. While broader than Be Relax (lounges, F&B, hospitality), it is the dominant global operator in premium airport wellness and competes for the same high-value traveler segment and airport real estate.
• OTG Management: OTG is a major airport hospitality operator managing F&B, retail, and concession concepts across major North American airports. While not a spa specialist, it competes for the same airport concession real estate and partnerships that Be Relax depends on, making it a structural comparability for airport concession economics.
• Six Senses Hotels Resorts Spas: Six Senses is a global luxury wellness hotel and spa brand operating destination resorts and urban spas. While not airport-based, it defines the premium-wellness benchmark against which Be Relax's branded service tiers (Valmont facials, Be Essential oils) are positioned, and competes for the same high-end wellness traveler.

Emerging players

• Hand & Stone Massage and Facial Spa: Hand & Stone is a North American massage-and-facial franchise with comparable service offerings (massage, facials, skincare). While off-airport, it represents the broader competitive set for Be Relax's wellness services should it expand off-airport, and shares the same premium-massage consumer base.
• Soothe: Soothe is an on-demand massage and wellness platform connecting travelers and consumers with licensed therapists for in-home, hotel, and on-the-go services. It overlaps with Be Relax in targeting time-constrained travelers seeking massage services, though it operates via an aggregator model rather than owned locations.
• Massage Heights: Massage Heights is a membership-based therapeutic massage and wellness franchise with a comparable service portfolio (massage, skin and hair care, aromatherapy). It is relevant as a benchmark for unit economics in the wellness services space and potential expansion model for Be Relax beyond airport locations.

Others

• Spafinder: Spafinder is a discovery and booking platform for spas and wellness experiences globally. It does not compete directly with Be Relax but represents an adjacent digital channel that could either partner with or disintermediate airport spas by aggregating traveler wellness demand.
• Clear Sky Group / Clear Sky Brands: Clear Sky operates travel-retail and wellness concession concepts across airports globally, including massage and beauty service offerings. It is an adjacent operator in the same airport concession ecosystem, competing for similar retail and wellness real estate partnerships.

Market position

Strengths1 record

Weaknesses1 record

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/berelaxspa
• LinkedInlinkedin.com/company/be-relax
• Instagraminstagram.com/berelax_spa
• Xx.com/BeRelaxSpa

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Be Relax