Indulge Spa
Indulge Spa is a privately-held Madison, Wisconsin day spa offering massage therapy, skin care, body treatments, nail services, hair removal, and lash and brow services to local individual consumers and couples through a single storefront.
- Company typePrivate
- Founded2009
- HeadquartersMadison, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Indulge Spa does
Indulge Spa is a privately-held, single-location day spa operating at 4339 East Towne Way in Madison, Wisconsin, since approximately 2008-2009 (acquired by current owner Blair Dehnke in 2016). The company delivers massage therapy, skin care, body treatments, nail services, hair removal, and lash/brow services to individual consumers and couples in the Madison metropolitan area. Its service portfolio includes seven core massage modalities (Indulge Massage, Renew deep tissue, Pregnancy Pamper, The Goddess hot stone, Muscle Meltdown, Cupping, and Rendezvous couples massage), skincare (Custom and Signature Facials, SkinScript Chemical Peels, Dermaplaning), nail services (Nail Nurture, Palm Pleaser, Shellac, Feet Retreat, Sole Soother, Foot Fetish), body treatments (Lemongrass Salt Scrub, Good Karma Mud Wrap, Chill Out, Contour Body Wrap, Detoxifying Seaweed Wrap), waxing, lash extensions, and bundled packages priced from $106 to $493.
The underlying technology is minimal and non-proprietary: the business runs on a Squarespace website integrated with MindBody Online for booking, scheduling, and gift card sales, and Constant Contact for email marketing. There is no custom platform, no app, and no proprietary technology stack. Service differentiation comes from physical amenities (rain showers, relaxation lounge, robes, slippers, Prego Pillow for prenatal massage) and credentialed practitioners with multi-modality training.
Indulge Spa's revenue model is direct-to-consumer, transactional, and per-service. Individual services are priced from $20 (lip wax) to $295 (90-minute couples Rendezvous), with spa packages ranging from $106 to $493. A 3.5% credit card surcharge and 15-30% gratuities are standard, with an 18% auto-gratuity on packages. Distribution is exclusively local through walk-in, phone, and MindBody bookings at the single Madison storefront. Marketing relies on the website, email newsletter, and client testimonials. Ownership is sole-proprietor style under Blair Dehnke, who also operates Elemental Electrolysis and Madison Institute of Electrology; the spa has no outside investment, no parent company, and no subsidiaries.
Indulge Spa firmographics
Firmographics- Name
- Indulge Spa
- Legal name
- Indulge Spa
- Website
- https://indulgespa.net
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Indulge Spa is a privately-held Madison, Wisconsin day spa offering massage therapy, skin care, body treatments, nail services, hair removal, and lash and brow services to local individual consumers and couples through a single storefront.
- Ownership category
- akta.pro rank
Indulge Spa industry classification
Industry- Product category
- Day Spa Services
- NAICS
- Hair, Nail, and Skin Care Services (81211)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Day Spas (HSALAFAA)
- akta.pro secondary industries
- Day Spas (Facials, Body Treatments & Packages) (HSADAKAA), Spa Packages & Ritual Experiences (HSALAFAN), Spa Body Wraps & Cocoon Treatments (HSALAFAD), Couples Spa Treatment Services (HSALAFAK), Spa & Massage Services (Day Spas, Massage Studios, Treatment Packages) (THAJAHAC)
Keywords
Where Indulge Spa is headquartered
LocationHeadquarters
- HQ city
- Madison
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Indulge Spa business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure
Revenue model
- Spa Services: One-time service transactions for massage therapy, skin care, body treatments, nails, hair removal, lashes and brows. Services range from 30 to 90 minutes with pricing from $20 to $295 per session.
- Gift Cards: Gift cards sold in specific amounts or for specific treatments, valid for one year from purchase date.
- Spa Packages: Bundled service packages combining multiple treatments (e.g., Body Euphoria, Break Away, Total Bliss, Couples packages) with pricing from $106 to $493.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Indulge Massage - signature light pressure massage with aromatherapy |
| Unit Pricing | Pay-as-you-go | Renew Massage - deep tissue massage for tight muscles |
| Unit Pricing | Pay-as-you-go | Pregnancy Pamper - prenatal massage |
| Unit Pricing | Pay-as-you-go | The Goddess - full-body massage with hot stones and scalp/hand/foot massage |
| Unit Pricing | Pay-as-you-go | Muscle Meltdown - hot stone massage with aromatherapy |
| Unit Pricing | Pay-as-you-go | Cupping Massage - massage with cupping therapy |
| Unit Pricing | Pay-as-you-go | Rendezvous Massage - couples massage with two therapists |
| Unit Pricing | Pay-as-you-go | Custom Facial - tailored skincare treatment |
| Unit Pricing | Pay-as-you-go | Signature Facial - custom facial with specialized add-on |
| Unit Pricing | Pay-as-you-go | SkinScript Chemical Peel - series of three professional peels |
| Unit Pricing | Pay-as-you-go | Body Treatments - scrubs, mud wraps, detox treatments |
| Unit Pricing | Pay-as-you-go | Nail Services - manicures, pedicures, Shellac |
| Unit Pricing | Pay-as-you-go | Hair Removal - waxing services |
| Unit Pricing | Pay-as-you-go | Spa Packages - bundled treatments |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Indulge Spa product offering
Product offeringCore offering
Indulge Spa is a day spa delivering massage therapy, custom facials, body scrubs and wraps, manicures and pedicures, waxing, and lash/brow services to individual consumers and couples in Madison, WI. Services are offered as 30 to 90-minute sessions and as bundled packages, with appointments booked online via MindBody, by phone, or in person.
Product overview
Indulge Spa is a day spa offering massage therapy, skin care, body treatments, nail services, hair removal, and lash/brow services. The service portfolio includes core massage offerings (Indulge Massage, Renew Massage, Pregnancy Pamper, The Goddess, Muscle Meltdown, Cupping Massage, and couples Rendezvous Massage), skin care treatments (Custom Facial, Signature Facial, SkinScript Chemical Peels, Dermaplaning), nail services (Nail Nurture, Palm Pleaser, Shellac, Feet Retreat, Sole Soother, Foot Fetish), body treatments (Lemongrass Salt Scrub, Good Karma Mud Wrap, Chill Out, Contour Body Wrap, Detoxifying Seaweed Wrap), and various packages combining multiple services. The spa operates as a single-location day spa in Madison, WI, with all services delivered by licensed professionals.
Differentiator
Problem solved
Functional benefit
Products and services
- Massage Therapy Services Full-body and targeted massage services including Indulge (signature light pressure with aromatherapy), Renew (deep tissue), Pregnancy Pamper (prenatal), The Goddess (hot stone with scalp/hand/foot massage), Muscle Meltdown (hot stone), Cupping Massage, and Rendezvous (couples with two therapists). Available in 30, 60, and 90-minute sessions priced from $65 to $295.
- Skincare and Facial Treatments Facial and skin rejuvenation services including Custom Facial (30 or 60 minutes), Signature Facial (90 minutes), SkinScript Chemical Peel (series of three or single sessions), Dermaplaning (add-on, partial, or full), and Bare Back back treatment. Uses SkinScript professional skincare products.
- Body Treatments and Wraps Body scrub and wrap services including Lemongrass Salt Scrub (60 min), Good Karma Mud Wrap (75 min), Chill Out (90 min), Contour Body Wrap, and Detoxifying Seaweed Wrap. Treatments emphasize skin nourishment, detoxification, and inch loss, with rain shower and hydrating application included.
- Nail Services Manicure and pedicure services including Nail Nurture (classic manicure, $50), Palm Pleaser (enhanced manicure, $60), Shellac manicure ($55), Shellac pedicure ($65), Feet Retreat ($55), Sole Soother (with hot stone, $65), and Foot Fetish (luxury pedicure, $75).
- Waxing and Hair Removal Hair removal services for face and body including eyebrow, lip, chin, full face, bikini styles, Brazilian, arms, legs, chest, and back. Prices range from $20 to $85.
- Lash and Brow Services Eyelash and eyebrow services including Lash Lift, Lash and Brow Tint, and full-set Lash Extensions in Classic, Hybrid, and Volume styles with corresponding fill services.
- Spa Packages Bundled spa packages combining multiple services at a fixed price, including Body Euphoria ($208.25), Break Away ($255.00), Tips & Toes ($106.25), Total Bliss ($293.25), Couples Indulge Together ($493.00), and Create Your Own Package (any 3 hours of services with 10% discount). 18% gratuity auto-added for packages.
- Gift Cards Indulge Spa gift cards available in specific amounts or for specific treatments, valid for one year from purchase date. Sold online through MindBody, by phone, or in person.
Companies that use Indulge Spa
Customer profileNamed customers7 records
Segments3 records
Ideal customer profiles3 records
Indulge Spa technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Indulge Spa partnerships and signals
Strategic signalScale indicators2 records
Recent moves5 records
Expansion highlights4 records
Indulge Spa competitors and assessment
Company assessmentDirect peers
- Spa Sydell: Multi-location day spa chain offering massage, skin care, body treatments, and nail services. Comparable to Indulge Spa in service breadth, packaged experiences, and full-service day spa positioning.
- Elements Massage: Franchised massage therapy studio chain focused on therapeutic and customized massage. Directly comparable to Indulge Spa's signature massage modalities and targets the same individual wellness consumer segment.
- LaVida Massage: Franchised massage and skin care studio chain offering therapeutic massage and facials. Comparable to Indulge Spa's core massage modalities and competes for similar individual and couples clientele.
- Massage Heights: Franchised massage and wellness chain offering massage, facials, and skin care with membership options. Directly overlaps with Indulge Spa's core massage and facial offerings and competes for the same individual wellness consumer.
- European Wax Center: Largest U.S. specialty hair removal chain operating on a Wax Pass membership model. Directly competes with Indulge Spa's waxing services and targets the same convenience-oriented personal care consumer.
- Amazing Lash Studio: Largest U.S. eyelash extension specialty chain. Comparable to Indulge Spa's lash extension and lash/brow tint services and competes for the same beauty-conscious personal care consumer.
- Massage Envy: Largest U.S. franchised massage and facial spa chain, operating on a membership subscription model. Directly competes with Indulge Spa for the same wellness-seeking consumer in the massage and skin care categories, though at lower price points and broader geographic coverage.
- Hand & Stone Massage and Facial Spa: National franchised day spa chain offering massage, facials, and hair removal services. Competes head-to-head with Indulge Spa's core service menu and operates membership-based pricing that pressures independent day spas.
- Burke Williams Spa: Premium urban day spa offering massage, facials, body treatments, and hydrotherapy amenities. Comparable to Indulge Spa's premium positioning, robe/slipper/lounge experience, and broad service portfolio.
- Woodhouse Spa: Upscale day spa chain offering massage, facials, body treatments, and nail services with a premium, experiential positioning. Closely comparable to Indulge Spa's full-service day spa model, custom amenities, and bundled packages.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Indulge Spa social profiles
Digital presenceIndulge Spa financial estimates
Financial estimateRevenue estimate
Valuation estimate
Indulge Spa leadership team
Management profileNumber of profiles
Profiles11 records
Indulge Spa funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Indulge Spa M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Indulge Spa
What does Indulge Spa do?
Indulge Spa is a day spa delivering massage therapy, custom facials, body scrubs and wraps, manicures and pedicures, waxing, and lash/brow services to individual consumers and couples in Madison, WI. Services are offered as 30 to 90-minute sessions and as bundled packages, with appointments booked online via MindBody, by phone, or in person.
Is Indulge Spa a public or private company?
Indulge Spa is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Indulge Spa founded?
Indulge Spa was founded in 2009. It employs 11 to 50 people.
Where is Indulge Spa based?
Indulge Spa is headquartered in Madison, United States, in the North America region.
How does Indulge Spa make money?
Three revenue lines are on record. Spa Services are the primary driver. The others are gift Cards and spa Packages.
Who are Indulge Spa's main competitors?
Direct peers on record are Spa Sydell, Elements Massage, LaVida Massage, Massage Heights, European Wax Center, Amazing Lash Studio, Massage Envy, Hand & Stone Massage and Facial Spa, Burke Williams Spa and Woodhouse Spa.
Does Indulge Spa have an API?
No public API is recorded for Indulge Spa.
What industry is Indulge Spa in?
Indulge Spa's product category is Day Spa Services. Its primary akta.pro industry code is HSALAFAA, Day Spas, with a secondary code of HSADAKAA, Day Spas (Facials, Body Treatments & Packages). Its NAICS code is 81211 and its SIC code is 7900.