Selma Spa

Name

Selma Spa

Legal name

Selma Spa

Website

https://selmaspa.se

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Spa hotel and wellness resort

NAICS

Accommodation (721), Fitness and Recreational Sports Centers (713940)

SIC

Hotels, Rooming Houses, Camps & Other Lodging Places (7000), Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Destination Spa Resorts (THAGAMAA)

akta.pro secondary industries

Luxury Wellness & Spa Resorts (THAGACAG), Wellness & Spa All-Inclusive Resorts (THAGAKAE), Day Spas (Facials, Body Treatments & Packages) (HSADAKAA), Spa Packages & Ritual Experiences (HSALAFAN)

Keywords

• Spa hotel services
• Wellness treatments
• Conference venues
• Fitness memberships
• Hotel accommodation

Headquarters

HQ city

Sunne

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure

Revenue model

1. Accommodation: Hotel rooms and suites including Standard, Superior, Cosy King, and Suite categories with 184 total rooms. Revenue from overnight stays with various packages combining room with spa, dining, and activities.
2. Spa treatments and wellness services: Massage, facial, body treatments, kurbad, spa rituals, and couple treatments. Wide range from 20-minute sessions to 110-minute signature treatments.
3. Restaurant and bar: On-site restaurant with lunch, dinner, lounge bar, pool bar, and fitness bar. Includes breakfast buffet, à la carte dining, and event catering.
4. Fitness club memberships: Gym and fitness memberships including Gymkort, Fitnesskort, and Exklusivkort with monthly autogiro options. Day passes and single session options available.
5. Conference and events: Meeting rooms, conference packages, and event spaces for corporate events, weddings, and celebrations. Multiple venues from 12 to 350 persons.
6. Retail products: Spa products including Maria Åkerberg skincare, spa rituals, flowers, beverages for rooms, and gift cards.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

Selma Spa is a full-service spa hotel and wellness resort offering 184 hotel rooms and suites, indoor and outdoor pools and saunas, a comprehensive spa treatment menu (massage, facial, body, duo, children's treatments, and spa rituals) using Maria Åkerberg Deepskin Organics products, an on-site restaurant and bar, 15+ conference and event venues for groups of 12–350, a fitness center with ~50 weekly group classes, and subscription-based fitness club memberships. Customers can also purchase day spa packages, gift cards, and retail spa products.

Product overview

Selma Spa is a spa hotel resort in Sunne, Värmland, Sweden offering a comprehensive wellness experience. The core offering includes: (1) Spa & Wellness facilities with pools, saunas, and treatment rooms; (2) Spabehandlingar (Spa Treatments) - a full range of massage, facial, body, duo, and children's treatments; (3) Rum & Sviter (184 Hotel Rooms & Suites) in Standard, Superior, Cosy King, and Suite categories; (4) Dagspa (Day Spa packages) ranging from 4-hour sessions to full-day experiences; (5) Overnight packages including Stay & Dine, Helpension, Golf & Spa, and seasonal offerings like Summer Vacation and Christmas packages; (6) Konferens & Möten (Conference & Meetings) with multiple venues including Selma (350 guests), Balans, Mårbacka, and Fryken rooms; (7) Restaurang & Bar with restaurant, lounge bar, pool bar, and rooftop terrace; (8) Träning (Fitness) with gym, Les Mills classes, and personal training. The resort operates as part of Nordic Hotels & Resorts and is branded under Strawberry.

Differentiator

Problem solved

Functional benefit

Products and services

• Spa Treatments Full range of spa treatments including massage (Hot Stone 50 min, Classic 20/50 min, Aroma 20/50 min, back/shoulders/neck), facial treatments (25/50/80 min) with peel treatments, body treatments (Selma Energi scrub, Selma Relax, Detox, full body Selma Spa treatment, spa pedicure), duo/couple treatments (Selma's Duo 110 min in luxury spa suite with shared bath, peeling, massage, facial), children's treatments (Chocolate massage, foot, hand for ages 8+), therapeutic bath treatments, and spa rituals using Maria Åkerberg Deepskin Organics products. Available to hotel guests and day spa visitors.
• Hotel Rooms & Suites 184 hotel rooms and suites across four categories with lake views: Standard rooms (south wing, shower/bathtub), Superior rooms (north wing, lounge area, available single/double/suites), Cosy King rooms (king size beds, south wing), and Suites (45 sqm with private balcony, bathtub for two, sofa bed). Sold standalone or bundled with packages (Stay & Dine, Room & Breakfast, Half Board, Full Board, Spa for 2, Golf & Spa, Hiking & Spa, Family packages, Summer Vacation, Christmas package).
• Restaurant & Bar On-site restaurant and bar service featuring Swedish cuisine with international influences using local Värmland ingredients. Includes Restaurang Smak (main restaurant with lake views, breakfast buffet, lunch à la carte, 3-course dinner), Takterassen (550 sqm rooftop terrace for up to 150 guests), Loungebarden (lobby bar adjacent to pool area), and Pool- och Fitnessbar (poolside and fitness bar). Open to hotel guests and outside visitors via reservation.
• Conference & Meetings 15 conference and event venues including Selma (295 sqm hall, up to 350 guests), Selmas Etage (150 sqm, 120 guests), Balans (135 sqm, 120 guests), Mårbacka (78 sqm, 70 guests), Fryken 1–5 (24–70 sqm each, 30–60 guests), Grupprum (20 sqm breakout rooms, up to 12 guests), and Loungen (810 sqm event space, up to 350 guests). Tailored packages include Selma Wellness Meeting, Selma Vibrancy Meeting, Selma Signature Meeting, and an opening offer. Includes F&B, overnight stays, and optional spa/training activities.
• Day Spa Day spa packages available without overnight stay, including Day Spa with Breakfast (549 SEK), Day Spa with Lunch (599 SEK), Day Spa with Dinner (849 SEK), Full Day Spa with breakfast and lunch (799 SEK), Day Spa with 50-minute massage and spa access (1,095 SEK), and family day spa variants for parents and children. Available to local residents and visitors not staying overnight.
• Fitness Club Memberships Subscription-based fitness memberships for local residents with three tiers: Gymkort (6,438 SEK/year), Fitnesskort (7,268 SEK/year), and Exklusivkort (9,802 SEK/year), plus monthly autopay option (765 SEK) and single-day passes (180 SEK). Includes gym and outdoor gym access, group fitness classes (approximately 50 weekly Les Mills and other instructor-led sessions), spa facility access (depending on tier), and personal training packages (1 to 18 sessions).
• Fitness Training & Classes Drop-in fitness services including access to fully equipped indoor and outdoor gym with views of pool area and Lake Fryken, approximately 50 instructor-led group classes weekly (BodyBalance, BodyCombat, BodyJam, BodyPump, Spinning, Yoga), and personal training sessions with licensed trainers (packages of 1 to 18 sessions). Available to hotel guests, day visitors, and members.
• Pools & Saunas Indoor and outdoor pool and sauna facility including infinity pool (37°C winter / 34°C summer), warm pool, multiple sauna types, and relaxation areas. Undergoing major renovation February 22, 2026 through July 12, 2026. Access is bundled into room stays, day spa packages, and fitness memberships.
• Gift Cards Gift vouchers redeemable for spa treatments, accommodation, dining, and retail purchases at Selma Spa. Available for purchase and usable across all of the resort's offerings.
• Maria Åkerberg Retail Products Retail sale of Swedish organic Maria Åkerberg Deepskin Organics skincare products used in all treatments. Also includes spa ritual kits, flowers, in-room beverages, and other gift items. Sold standalone at the resort.

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Nordic Hotels & ResortscoreChannel Partner/ Reseller/ DistributorParent company operating multiple hotels in Sweden. Selma Spa is part of the Nordic Hotels & Resorts chain, sharing booking platform, marketing, and operational standards. Website mentions 'Nordic Hotels & Resorts erbjuder hotell runt om i Sverige utrustade med såväl bekväma hotellrum som relaxavdelningar och restauranger.'
• StrawberrycoreOthersStrawberry is the parent company/brand under which Nordic Hotels operates. Privacy policy states 'Vårt företag Selma Spa' is part of Strawberry group. Customer privacy and data protection governed by Strawberry's policies.
• Maria Åkerberg Deepskin OrganicscoreOthersExclusive supplier of organic skincare products for all spa treatments. Products used in treatments and available for purchase. Swedish brand known for organic, environmentally-conscious skincare. 'Vi använder oss av Maria Åkerberg Deepskin Organics i samtliga behandlingar och i vår produktförsäljning.'
• LöfbergsminorOthersCoffee supplier providing Fairtrade and organic certified coffee. Partnership supports a project in Honduras teaching female farmers to grow organic coffee. 'Tillsammans med vår kaffeleverantör, Löfbergs, stödjer vi ett projekt i Honduras som syftar till att lära kvinnliga bönder att odla ekologiskt kaffe.'
• IshavskraftminorOthersRenewable electricity supplier from Norway. Hotel purchases renewable energy guarantees from Ishavskraft since 2007. 'Vi köper vi enbart förnybar el från Ishavskraft och fjärrvärme från värmekraftverk som drivs av skogsråvara istället för olja.'
• Sunne Golf Club (Sunne GK)minorStrategic or Co-development PartnerGolf partnership offering Golf & Spa packages. Located adjacent to hotel with 18-hole course. 'Bara ett stenkast från hotellet breder Sunne GK ut sig.' Package includes green fees and spa access.
• Västanå TeaterminorStrategic or Co-development PartnerTheater partnership offering combined Theater & Spa packages. Cultural collaboration with Värmland's prominent theater venue. Package includes theater tickets, transfer, and spa access for performances like 'Liljecronas Hem' based on Selma Lagerlöf.
• Sunne SommarlandminorStrategic or Co-development PartnerFamily activity partnership offering Fun & Spa packages with entrance tickets to Sunne's water park. Located 800 meters from hotel. 'Bara en kort promenad bort väntar Sunne Sommarland med vattenrutschbanor och pirr i magen.'
• PairminorOthersElectric vehicle charging station partnership. 12 charging stations in parking lot. Charging managed via Pair Recharge app. 'I samarbete med Pair erbjuder vi 12 laddplatser på vår parkering.'
• Les MillsminorOthersFitness class content provider for group exercise programs. Hotel offers ~50 instructor-led classes weekly including Les Mills programs like BODYCOMBAT, BODYPUMP, BODYJAM.
• Biking VärmlandminorOthersCycling trail network partner. MTB and road cycling trails in the region as part of Biking Värmland quality-assured system.

Scale indicators6 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Yasuragi: Swedish Japanese-themed spa hotel in Saltsjö-Boo, also part of Nordic Hotels & Resorts / Strawberry. Directly comparable as a Nordic destination spa hotel with overnight accommodation, extensive spa facilities, and a similar target audience of wellness and conference guests.
• Hotel Skansen: Spa hotel in Tällberg, Dalarna, Sweden, operated under the same Strawberry/NHR group. Directly comparable as a Swedish destination spa hotel offering rooms, spa treatments, conference facilities, and dining in a scenic location.
• Copperhill Mountain Lodge: Design-driven mountain lodge and spa hotel in Åre, Sweden. Comparable as a Nordic wellness-focused hotel with spa, F&B, conference/event spaces, and an experience-led positioning in a scenic destination.
• Varbergs Kusthotell: Coastal spa hotel in Varberg, Sweden offering spa treatments, accommodation, dining, and conference facilities. Comparable as a Swedish regional spa hotel with a similar mixed leisure and corporate customer base.
• Stiftsgården Hotel & Spa: Spa and conference hotel in Rättvik, Sweden offering wellness treatments, accommodation, and meeting venues. Comparable as a Swedish destination spa hotel with combined leisure and MICE focus in a regional tourism location.

Broad incumbents

• Elite Hotels of Sweden: Swedish hotel chain with multiple properties including spa offerings. Comparable as a broader Swedish lodging operator with overlapping business and leisure segments, though not specializing in destination spa.
• Scandic Hotels: Largest hotel company in the Nordics with a broad portfolio including spa-adjacent properties. Comparable as a major Nordic hospitality operator with conference, F&B, and wellness offerings, though diversified across many brands and price tiers.
• Strawberry (parent group): Parent group of Nordic Hotels & Resorts and Selma Spa. Comparable as the umbrella operator of Selma and its closest sister properties (Yasuragi, Hotel Skansen), providing context for group-level positioning and distribution.
• Six Senses: Global luxury wellness resort brand. Comparable as a premium wellness hospitality operator benchmark for spa programming, experience design, and pricing, though operating at significantly larger scale and in international markets.

Regional players

• Naantali Spa: Finnish spa hotel and resort on the Baltic coast. Comparable as a Nordic destination spa resort with overnight accommodation, spa, conferences, and dining — serves as a relevant cross-Nordic comparable for Finnish and Swedish guests.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/selmaspa
• Facebookfacebook.com/selmaspa
• Instagraminstagram.com/selmaspa.se

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

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 Selma Spa