Spa Serenity
Spa Serenity is a privately-held, women-owned day spa in Downtown Baraboo, Wisconsin, offering massage, facials, nail care, waxing, and wellness services to individual, couple, and group clients, plus the Pause Facial Bar express skincare sub-brand.
- Company typePrivate
- Founded2006
- HeadquartersBaraboo, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Spa Serenity does
Spa Serenity is a privately-held, women-owned day spa founded in April 2006 by Lacey Steffes (née Welsh) and headquartered at 137 3rd Street in Downtown Baraboo, Wisconsin. The company provides a full suite of spa and wellness services including Swedish, deep tissue, hot stone, couples, CBD, cupping, and therapeutic massage; facials built around Eminence Organic Skin Care; natural nail services; waxing; reflexology; and lash and brow treatments. It also operates Pause Facial Bar, a wholly-owned sub-brand launched in 2021 as an open-concept express facial concept with online self-serve booking via Meevo.
The business model is direct-to-consumer and predominantly transactional, combining unit-priced service bookings (e.g., the Sweetness Package at $200, Blissed Out at $385, Couples Reconnect at $430 for two), a recurring VIP membership offering 20% off services and retail, retail boutique sales of Eminence, Lost Range CBD, and FarmHouse Fresh products, and a gift certificate program with a five-year redemption window. Distribution runs through walk-ins, phone reservations, online booking, and an in-spa boutique, with group bookings (5–15 guests) for bachelorette parties, girls' trips, and couples retreats as a targeted occasion-based revenue stream. Marketing relies on Facebook, Instagram, blog content, email newsletters, community events, and local partnerships with Downtown Baraboo restaurants, wineries, and accommodations.
The company has remained bootstrapped and single-location since its 2014 expansion into the adjacent building, with no parent company, no funding rounds, and no public filings. Strategic differentiation rests on a 20-year community brand, a historic downtown venue, premium product partnerships (Eminence Organic Skin Care since 2008 and Lost Range CBD), signature treatments such as the Warm Buttered Stone Massage and Pure Forest Facial, and recurring philanthropy with the Baraboo Area Boys & Girls Club.
Spa Serenity firmographics
Firmographics- Name
- Spa Serenity
- Legal name
- Spa Serenity
- Website
- https://spaserenitydayspa.com
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Spa Serenity is a privately-held, women-owned day spa in Downtown Baraboo, Wisconsin, offering massage, facials, nail care, waxing, and wellness services to individual, couple, and group clients, plus the Pause Facial Bar express skincare sub-brand.
- Ownership category
- akta.pro rank
Spa Serenity industry classification
Industry- Product category
- Day Spa Services
- NAICS
- Hair, Nail, and Skin Care Services (81211)
- SIC
- Services-Nursing & Personal Care Facilities (8050)
- akta.pro primary industry
- Day Spas (Facials, Body Treatments & Packages) (HSADAKAA)
- akta.pro secondary industries
- Spa Packages & Ritual Experiences (HSALAFAN), Couples Spa Treatment Services (HSALAFAK), Spa & Massage Services (Day Spas, Massage Studios, Treatment Packages) (THAJAHAC)
Keywords
Where Spa Serenity is headquartered
LocationHeadquarters
- HQ city
- Baraboo
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Spa Serenity business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure, Others
Revenue model
- Spa Services: Core revenue from massage therapy, facials, nail services, hair removal/waxing, and body treatments. Services priced individually with options for 60-minute and 90-minute sessions
- Spa Packages: Bundled service packages combining multiple treatments at discounted rates. Includes Self Care Spa Day, Couples Reconnect, Bachelorette party packages
- Retail Boutique: Sale of skincare products (Eminence, FarmHouse Fresh), CBD products (Lost Range), candles, socks, jewelry, and self-care items
- Gift Certificates: Digital and physical gift certificates for spa services, valid for 5 years from purchase date
- VIP Membership: Annual membership program offering 20% discount on all services and retail purchases
- Group Services: Specialized group booking services for parties of 5+ guests including dedicated group coordinator assistance
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Sweetness Package - massage and facial combination |
| Unit Pricing | Pay-as-you-go | Blissed Out Package - full day pampering |
| Unit Pricing | Pay-as-you-go | Couples Reconnect Package - duo spa experience |
| Subscription | Annual | VIP Membership - annual discount program |
| Unit Pricing | Pay-as-you-go | Sunday Renewed Event - skin care and brunch affair |
| Unit Pricing | Pay-as-you-go | 20th Anniversary Affair on the Square |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels7 records
Spa Serenity product offering
Product offeringCore offering
Spa Serenity is a day spa offering massage therapy, facials, natural nail services, and waxing in Downtown Baraboo, Wisconsin. The company operates the Pause Facial Bar sub-brand for express skincare, sells curated spa packages for individuals, couples, and groups, and runs an on-site retail boutique with Eminence Organic Skin Care, Lost Range CBD, and lifestyle products. Additional offerings include an annual VIP membership program, gift certificates, and signature treatments such as the Warm Buttered Stone Massage and Pure Forest Facial.
Product overview
Spa Serenity is a day spa in Downtown Baraboo, Wisconsin offering a comprehensive suite of spa and wellness services. The core service portfolio centers on massage therapy (including couples, hot stone, CBD, and therapeutic massage), facial treatments using Eminence Organic Skin Care products, hair removal/waxing services, and natural nail services. The company operates a sub-brand, Pause Facial Bar, as an open-concept express skincare experience. Key signature treatments include the Pure Forest Facial, Tropical Enzyme Facial, Warm Buttered Stone Massage, and Spa Serenity Signature Facial. Additional offerings include reflexology, lash and brow services (lift, tint, lamination), CBD spa services using Lost Range products, and a retail Self-Care Boutique selling skincare products, fragrances, candles, jewelry, and accessories. The company also offers curated spa packages, VIP membership, gift cards, and group spa experiences for events like bachelorette parties and girls' trips.
Differentiator
Problem solved
Functional benefit
Brands
- Pause Facial Bar: A result-driven, open concept skincare experience offering customized and flexible skin care solutions for all ages, types, and concerns. Features express facial treatments in a relaxed setting with luxury spa chairs.
Quantifiable outcome
- Gift certificate validity
- +1 more outcomes
Companies that use Spa Serenity
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles4 records
Spa Serenity technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Spa Serenity partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- Eminence Organic Skin CarecorePrimary skincare product supplier used for all facial services. Products are handmade, free from parabens, animal by-products, and harsh chemicals. Spa has carried Eminence products since 2008 and uses them exclusively for facials and retail.
- Lost Range CBDcoreCBD isolate product supplier for spa services and retail. Products contain 0% THC and are sourced from Seed to Sales farm in Steamboat Springs, Colorado. Used for CBD massage and body treatments.
- FarmHouse FreshminorBody care and skincare product line sold in boutique. Products include body oils, shower steamers, and facial tonics. Sustainable farming methods with hydroponic growing.
- PCA Skin CareminorProfessional skincare brand featured at skin care events. Known for modified Jessner's peel formulations and TCA/lactic blended peels.
- Baraboo Area Boys & Girls ClubcoreNon-profit beneficiary of Spa Serenity's community giving. Proceeds from anniversary celebrations and events donated to support the Club on the Go outreach program for at-risk youth.
- Downtown Baraboo BusinessesminorCollaboration with local businesses including restaurants (Little Village Cafe, Bella Vita), wineries (Balanced Rock Winery), and boutiques for complete visitor experiences and joint marketing events.
Scale indicators4 records
Recent moves9 records
Expansion highlights6 records
Spa Serenity competitors and assessment
Company assessmentDirect peers
- Oasis Day Spa: Full-service urban day spa offering massage, facials, body treatments, and couples packages. Comparable in boutique premium positioning and service breadth.
- Hand & Stone Massage and Facial Spa: National day spa franchise offering massage, facials, and waxing with membership programs. Directly comparable in service mix (massage, facials, hair removal) and target customer (self-care individuals, couples). Differs in franchise/scale model.
- European Wax Center: Specialty chain focused on waxing and hair removal services. Comparable to Spa Serenity's hair removal/waxing service line as a focused competitor in that category.
- Elements Massage: Massage-focused franchise with therapeutic and relaxation services. Direct overlap on the core massage and pain management offerings.
- Massage Heights: Membership-based day spa offering massage, facials, and skincare. Comparable on recurring revenue model and individual self-care customer segment.
- Burke Williams Spa: Premium full-service day spa chain with signature treatments, facials, and couples services. Comparable on service depth and premium positioning, though operates at larger scale.
- Woodhouse Day Spa: Luxury day spa chain offering massage, facials, body treatments, and couples experiences. Strong comparable on package structure (signature treatments, couples packages, retail boutique) and customer experience positioning.
- Massage Envy: Large franchise network providing membership-based massage and skincare services. Closest large-scale analog to Spa Serenity's VIP membership model and core service offering (massage, facials).
Emerging players
- The Now Massage: Boutique massage studio chain offering quick, focused massage experiences. Comparable on experiential positioning and walk-in-friendly booking model; narrower scope than Spa Serenity.
Broad incumbents
- Aveda: Large beauty and wellness brand with spa locations, retail products, and professional skincare lines. Comparable as a premium natural/plant-based brand presence in spas and as a supplier/positioning reference.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Spa Serenity social profiles
Digital presenceSpa Serenity financial estimates
Financial estimateRevenue estimate
Valuation estimate
Spa Serenity leadership team
Management profileNumber of profiles
Profiles1 record
Spa Serenity subsidiaries and ownership
Company hierarchySubsidiaries1 record
Spa Serenity funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Spa Serenity 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 Spa Serenity
What does Spa Serenity do?
Spa Serenity is a day spa offering massage therapy, facials, natural nail services, and waxing in Downtown Baraboo, Wisconsin. The company operates the Pause Facial Bar sub-brand for express skincare, sells curated spa packages for individuals, couples, and groups, and runs an on-site retail boutique with Eminence Organic Skin Care, Lost Range CBD, and lifestyle products. Additional offerings include an annual VIP membership program, gift certificates, and signature treatments such as the Warm Buttered Stone Massage and Pure Forest Facial.
Is Spa Serenity a public or private company?
Spa Serenity is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Spa Serenity founded?
Spa Serenity was founded in 2006. It employs 11 to 50 people.
Where is Spa Serenity based?
Spa Serenity is headquartered in Baraboo, United States, in the North America region.
How does Spa Serenity make money?
Six revenue lines are on record. Spa Services are the primary driver. The others are spa Packages, retail Boutique, gift Certificates, VIP Membership and group Services.
Who are Spa Serenity's main competitors?
Direct peers on record are Oasis Day Spa, Hand & Stone Massage and Facial Spa, European Wax Center, Elements Massage, Massage Heights, Burke Williams Spa, Woodhouse Day Spa and Massage Envy. The Now Massage is listed as an emerging player. Aveda is listed as a broad incumbent.
Does Spa Serenity have an API?
No public API is recorded for Spa Serenity.
What industry is Spa Serenity in?
Spa Serenity's product category is Day Spa Services. Its primary akta.pro industry code is HSADAKAA, Day Spas (Facials, Body Treatments & Packages), with a secondary code of HSALAFAN, Spa Packages & Ritual Experiences. Its NAICS code is 81211 and its SIC code is 8050.