What Hepburn Bathhouse & Spa does

Hepburn Bathhouse & Spa is a heritage mineral bathing and wellness destination established in 1895 in Hepburn Springs, Victoria, Australia, operated by Belgravia Leisure. The business is built around a protected natural mineral spring source and delivers an integrated wellness experience through three tiers of mineral bathing (Bathhouse, Sanctuary, and Private), a multi-room spa treatment offering, 23 villas for overnight accommodation, food and beverage services, a retail Apothecary range, and recurring event programming including an annual Wellness Weekend. Its 130-year continuous operation and Victorian-era architecture underpin a strong heritage brand positioning that has been reinforced by recent Tourism Awards (2024, 2025) and Lonely Planet Best in Travel 2026 inclusion.

The company monetises primarily through direct-to-consumer channels via its own website, on-site bookings and gift certificates, using a tiered pricing model that segments guests by bathing experience, treatment selection and accommodation tier. Premium product partnerships (Elemis, Waterlily, Knesko) and signature offerings such as Contrast Therapy support average transaction value, while recent investment in Wellness Villas has extended the proposition from day visits into multi-day wellness stays. A $1.7 million refurbishment completed in August 2025, a 130th anniversary brand transformation in May 2025, and a Channel 9 The Block (Season 21) partnership indicate active reinvestment in physical product, brand awareness and shoulder-season demand generation.

Operationally, the business is asset-intensive and physical: revenue is driven by occupancy of the 23 villas, utilisation of bathing and treatment rooms, F&B spend, and retail. There are no disclosed AI/ML capabilities or proprietary technology platforms; the model rests on the natural mineral resource, heritage real estate, brand equity and a localised service workforce. Customer concentration is low given the D2C leisure mix, and growth momentum is reported as strong post-refurbishment, with capacity expansion limited by the single Hepburn Springs site.

Name

Hepburn Bathhouse & Spa

Legal name

Hepburn Bathhouse & Spa

Website

https://hepburnbathhouse.com

Company type

Private

Founded year

1895

Operating status

Operating

Headcount range

51–100 employees

Short description

Hepburn Bathhouse & Spa is a heritage mineral bathing and wellness destination established in 1895 in Hepburn Springs, Victoria, operated by Belgravia Leisure, serving leisure and wellness visitors through mineral bathing, spa treatments, 23-villa accommodation, and food and beverage services.

Ownership category

akta.pro rank

Product category

Wellness Hospitality (Day Spa & Mineral Bathing)

NAICS

Other Traveler Accommodation (72119)

SIC

Hotels, Rooming Houses, Camps & Other Lodging Places (7000), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Destination Spas & Spa Resorts (HSALAFAC)

akta.pro secondary industries

Thermal Baths, Hot Springs & Saunas (Onsen, Hammams, Banya, Sauna Worlds) (THAJAHAD), Hydrotherapy & Thermal Spa Services (Sauna/Steam/Hot Tubs) (HSALAFAF), Thermal Springs, Hot Springs & Thalassotherapy Resorts (THAGAMAE), Spa & Massage Services (Day Spas, Massage Studios, Treatment Packages) (THAJAHAC)

Keywords

• Mineral bathing
• Wellness tourism
• Spa treatments
• Thermal bathing
• Wellness hospitality

Headquarters

HQ city

Hepburn Springs

HQ country

Australia

HQ region

Oceania

Offices1 record

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. Mineral Bathing: Revenue from public and private mineral bathing experiences including Bathhouse Mineral Bathing, Sanctuary Mineral Bathing, and Private Mineral Bathing. Guests pay per session with varying durations.
2. Spa Treatments: Revenue from spa experiences including facials, body treatments, and massages. Treatments range from 60-90 minutes with various price points.
3. Accommodation: Revenue from on-site villas including Hepburn Spa Retreat, Hepburn Springs Escape, and Wellness Villas. Villas feature kitchen, balcony, fireplace, and spa bath.
4. Food & Beverage (Hepburn Pavilion Café): Revenue from the on-site café serving brunch and lunch menus, including Devonshire Tea, regionally sourced wines, and wellness-focused cuisine.
5. Gift Certificates: Gift certificates starting at $100, valid for three years, redeemable for any service or product including mineral baths, treatments, packages, accommodation and spa products.
6. Events & Conferences: Revenue from corporate events, conferences, and private events at the Hepburn Pavilion, including weddings and wellness retreats.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Hepburn Bathhouse & Spa operates a historic mineral-water wellness destination at Hepburn Springs, Victoria (established 1895), offering three tiers of natural mineral bathing (Bathhouse, Sanctuary and Private), a full spa menu of facials, body rituals and massages, and 23 on-site luxury villas for overnight stays. Guests also have access to the heritage-listed Hepburn Pavilion Café, conference and event facilities, and gift certificates redeemable across all services. The core experience is balneotherapy in mineral-rich geothermal waters drawn directly from a protected natural source, complemented by Elemis skincare treatments and Waterlily body rituals.

Product overview

Hepburn Bathhouse & Spa operates a historic wellness destination in Hepburn Springs, Victoria (established 1895) offering mineral-rich bathing experiences and spa treatments across multiple venues. The core product portfolio comprises three mineral bathing tiers: public Bathhouse Mineral Bathing, premium Sanctuary Mineral Bathing with outdoor pools and contrast therapy, and Private Mineral Bathing including The Block-renovated rooms. Spa offerings include Elemis-powered facials (Nourish, Renew, Define, Reveal), body treatments, and massages (Relaxation, Muscle Focus, Pregnancy Pause, Volcanic Hot Stone) enhanced by Knesko collagen masks. Accommodation includes 23 luxury villas across Hepburn Spa Retreat, Hepburn Springs Escape, and Wellness Villas with wellness-focused amenities. The property also features Hepburn Pavilion Café (heritage café), conference facilities, gift certificates, and curated packages combining bathing, spa, accommodation, and dining experiences.

Differentiator

Problem solved

Functional benefit

Brands

• The Block Private Baths: Five newly refurbished private bathing areas renovated by contestants of Channel 9's The Block as part of a challenge with $260,000 prize.
• Hepburn Pavilion Café
• Hepburn Spa Retreat
• Hepburn Springs Escape
• Wellness Villas

Products and services

• Bathhouse Mineral Bathing Public mineral bathing experience featuring multiple heated pools at 34–38°C fed by natural mineral water drawn directly from source. Includes the Salt Therapy Pool, Spa Couches with massage jets, a Walk-in Cool Down Pool, and is the only bathing area where children are permitted (under supervision). Suitable for individuals, families and groups seeking traditional mineral bathing.
• Sanctuary Mineral Bathing Premium adults-only mineral bathing (minimum age 16) featuring an outdoor covered pool at 39°C, the Creekside Pool, the Spa Couches, and the Contrast Therapy circuit (Salt Pool float, cold-water cascade, Dry Sauna). Includes towel, robe and locker. Targeted at wellness tourists and couples seeking a more exclusive bathing experience.
• Private Mineral Bathing Secluded private mineral bathing experience in one of twelve newly refurbished private bathing rooms, offering guests an exclusive, intimate soak in mineral-rich waters. Targeted at couples and small groups seeking privacy.
• The Block Private Baths Five bespoke private bathing areas renovated by contestants of Channel 9's The Block Season 21, each with its own aesthetic design. Sold as part of the Private Mineral Bathing menu. Targeted at couples and wellness tourists interested in a high-profile, design-led bathing experience.
• Contrast Therapy Revitalising thermal ritual in the Sanctuary that combines a mineral-rich float in the Salt Pool, a cold-water cascade from an overhead bucket, and a Dry Sauna session to deliver a full-body reset and circulation boost. Available to Sanctuary Mineral Bathing guests.
• Mineral Hammam Skin-softening and rejuvenating experience inspired by traditional Turkish and Moroccan bathhouse rituals, set in a mosaic-tiled hammam room with a salt-based peppermint body scrub, invigorating exfoliation and a cleansing steam. Sold within the Sanctuary Mineral Bathing and spa menu.
• Apothecary Experience Self-guided steam experience in which guests blend their own custom body scrub from natural ingredients at the Apothecary station, then enjoy a purifying steam session. Sold as a standalone experience within the spa offering.
• Elemis Facial Treatments 60-minute facial treatments ($220) using Elemis Pro-Collagen and Touch formulations: Nourish (sensitive skin), Renew (firming/lifting), Define (sculpting/plumping) and Reveal (oily/uneven skin tones). Targeted at spa guests seeking skincare-focused treatments.
• Signature Body Rituals Signature body scrubs and wraps (60–90 minutes) offering detoxifying, purifying, soothing, hydrating, energising and revitalising experiences using Elemis and Australian spa brand Waterlily products. Targeted at spa guests combining bathing with a treatment.
• Signature Massages Four core massages: Hepburn Relaxation Massage ($180/60 min, light-to-medium pressure with aromatic blends), Muscle Focus ($199/60 min, medium-to-firm with clove-based balm), Pregnancy Pause ($180/60 min, second/third trimester on a purpose-built bed), and Volcanic Hot Stone Massage ($299/90 min, warm volcanic stones with flowing strokes). Targeted at wellness guests seeking targeted therapeutic bodywork.
• Hepburn Spa Retreat (Villa Accommodation) Warm and inviting villa accommodation across the road from Hepburn Bathhouse & Spa, featuring king bed, kitchen, balcony, fireplace and spa bath in a cosy traditional aesthetic. Targeted at couples and wellness tourists seeking an overnight stay.
• Hepburn Springs Escape (Villa Accommodation) Contemporary freestanding villa with over 75 square metres of modern living space, king bed, kitchen, large balcony, fireplace and spa bath in a sleek modern aesthetic. Targeted at couples and wellness tourists preferring a modern design over the traditional Hepburn Spa Retreat style.
• Wellness Villas Luxury villas within Hepburn Spa Retreat featuring standard amenities (king bed, kitchen, balcony, fireplace, spa bath) plus curated wellness extras: Hepburn Bathhouse & Spa Pamper Pack, yoga mats and blocks, Dyson air purifier, and Headspace meditation app. Targeted at wellness-focused guests seeking an immersive wellness stay.
• Gift Certificates Monetary gift certificates starting at $100, valid for three years, redeemable for any service or product including mineral baths, spa treatments, packages, accommodation and spa products. Targeted at gift-givers purchasing wellness experiences for friends, family and couples.
• Hepburn Pavilion Café Heritage-listed Edwardian café (built 1908) with stained-glass windows and vaulted ceiling, serving an all-day brunch and lunch menu including Devonshire Tea, locally sourced wines (Galli Estate, Captain Creek), Daylesford and Hepburn Mineral Springs Co beverages, and wellness-focused cuisine. Open 7 days a week to bathhouse guests and the general public.
• Conferences, Weddings & Private Events Hire of the heritage Hepburn Pavilion for corporate conferences, weddings, wellness retreats and private events, with options to pair meetings with mineral bathing, spa treatments and regional dining. Targeted at corporate groups, event planners and couples seeking a heritage wedding venue.

Quantifiable outcome

• Best Tourism Wellness Focused Attraction - Spa & Wellness Awards 2024 and 2025 (consecutive years)
• +4 more outcomes

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Seven partnerships are on record, tiered flagship, core and minor.

• Channel 9's The BlockflagshipStrategic or Co-development Partner · 12 May 2025Season 21 contestants renovated five private bathing areas at Hepburn Bathhouse & Spa as part of a $1.7M makeover challenge. The winning team (Sonny and Alicia) received the biggest prize in Block history ($260,000 luxury caravan). The collaboration resulted in national TV exposure across multiple weeks of programming.
• ElemiscoreTechnology or IntegrationGlobal skincare brand providing award-winning Pro-Collagen products and other formulations for facial treatments. Hepburn Bathhouse & Spa uses Elemis products exclusively for their facial menu, including Touch Nourish, Renew, Define, and Reveal facials.
• WaterlilycoreTechnology or IntegrationAustralian spa brand partnered for body treatments including the Cacao Chocolate and Shiraz Body Scrub as part of the new body rituals menu.
• Caliopi Buck (Local Chef)minorStrategic or Co-development PartnerLocal chef designed the all-new menu for Hepburn Pavilion Café, featuring locally sourced ingredients and wellness-focused cuisine.
• Belgravia Leisure / Belgravia GroupcoreOthersBelgravia Leisure operates Hepburn Bathhouse & Spa as part of their portfolio of health and leisure venues across Australia. Chairman Geoff Lord led the $1.7M renovation investment. The group prioritizes sustainability across its venues.
• ChillOut FestivalcoreGTM or Marketing PartnerHepburn Bathhouse & Spa is a proud supporter of ChillOut Festival, Australia's largest and longest-running regional pride festival held annually in Daylesford. The venue hosts a welcoming stall during the event with inclusive pride banners, team celebrations, and product giveaways.
• Marye O'Brien / MaiavedaminorStrategic or Co-development PartnerAyurvedic health practitioner, Vedic Counsellor, and certified yoga teacher who led wellness workshops at Hepburn Bathhouse & Spa's inaugural Wellness Weekend, including yoga classes, sound bath healing, meditation, Yoga Nidra and Qi Gong.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Peninsula Hot Springs: Victoria's largest natural thermal mineral springs destination on the Mornington Peninsula, offering bathing pools, spa treatments, and accommodation. Direct competitor for the Melbourne wellness tourist catchment and the closest analog in product offering.
• Yunomori Onsen & Spa: Australian Japanese-style onsen and bathhouse with hot/cold bathing, sauna, and spa treatments. Closely aligned bathhouse concept and comparable thermal bathing experience.
• The Bathhouse Sydney (and Queen Victoria): Urban heritage bathhouse venues offering contrast bathing (hot, cold, steam) and spa treatments. Closely aligned product model with similar sauna/steam/cold pool circuit.
• Alba Thermal Springs & Spa: Newly opened Victorian geothermal bathing and spa destination near Mornington Peninsula. Competes on the same thermal bathing + spa model targeting wellness tourists from Melbourne.
• Metung Hot Springs: Regional Victorian thermal bathing and glamping destination in Gippsland. Comparable thermal mineral bathing experience with accommodation bundles targeting wellness tourists.

Regional players

• AURA Daylesford: Day spa in the same Daylesford/Hepburn Springs region offering massage, facials, and body treatments. Overlaps on local wellness tourism catchment and customer segments.
• Daylesford Day Spa: Spa located in the same Daylesford region offering traditional massage and beauty treatments. Competes for the same wellness tourist visitor pool as Hepburn Bathhouse.

Broad incumbents

• Thermae Bath Spa: Heritage Roman-British thermal bathhouse in Bath, UK. Closest international analog combining heritage-listed architecture, natural thermal mineral waters, and modern spa offerings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@hepburnbathhousespa4361
• Facebookfacebook.com/hepburnbathhouse
• Instagraminstagram.com/hepburnbathhousespa
• LinkedInlinkedin.com/company/hepburn-bathhouse-spa

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Hepburn Bathhouse & Spa