What Blu Spas does

Blu Spas, Inc. is a privately held spa and wellness consultancy founded in 1990 and headquartered in Whitefish, Montana with a secondary office in Los Angeles. The firm provides end-to-end advisory, design, and operational services to luxury hospitality developers, owners, investors, and operators across the hotel, resort, private club, and luxury residential segments. Its core service offerings span Wellness Project Planning (feasibility, concept development, schematic and design development, construction documentation, and construction administration), Pre-opening Planning and Operational Support (branding, programming, equipment specification, staffing, training, and marketing), and Post-opening Operational Support and Advisory Services (business model refinement, audits, and performance reviews), supplemented by specialized Hydrothermal Planning and Design. Two proprietary branded concepts — waterBLU (launched 2007) and BLUGALAXY (launched 2023) — provide differentiated, repeatable intellectual property around nature-inspired and contrast-bathing wellness experiences.

The business model is project-based professional services delivered through direct consulting engagements with enterprise hospitality clients. The firm operates with a lean 1-10 person team anchored by co-founders Cary Collier and Doug Chambers, supported by a small bench of project consultants (Brian Lombardi, Scott Elden) and an extended alliance network of architecture firms (HKS, Gensler, BAMO, SB Architects, Jeffrey Beers International) and hydrothermal specialists (STO Design, WaterFX, KLAFS). GTM is enterprise field sales driven by industry reputation, long-term client relationships (most notably a 30-year, 48-project relationship with Four Seasons across 24 countries), and referral-based deal flow. Pricing is custom-negotiated per project with multi-year engagement cadences; revenue is not publicly disclosed and the firm has no external investors or parent company.

Blu Spas reports a portfolio of 400+ projects across 40+ countries spanning North America, Latin America, the Caribbean, Europe, the Middle East, Africa, Asia, and French Polynesia. Notable enterprise clients include Four Seasons, Ritz-Carlton/Marriott, Belmond, Nobu, Bulgari, Auberge, Rosewood, Waldorf-Astoria, Loews, Kimpton, Hard Rock, and Resorts World Las Vegas. The firm has no patents, no technology platform, no app, and no AI capabilities; its competitive moat is built on founder expertise, proprietary branded concepts, and embedded client and alliance relationships.

Name

Blu Spas

Legal name

Blu Spas, Inc.

Website

https://bluspasinc.com

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

1–10 employees

Short description

Blu Spas is a boutique spa and wellness consultancy providing concept development, design, technical planning, and operational advisory services to luxury hotel, resort, club, and residential developers globally, with 400+ projects across 40+ countries.

Ownership category

akta.pro rank

Product category

Spa and Wellness Consulting

SIC

Services-Nursing & Personal Care Facilities (8050)

akta.pro primary industry

Destination Spas & Spa Resorts (HSALAFAC)

Keywords

• Spa consulting services
• Wellness design planning
• Hospitality concept development
• Spa operational advisory
• Hydrothermal planning design

Headquarters

HQ city

Whitefish

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Spa and Wellness Consulting Services: Blu Spas generates revenue through consulting engagements that include concept development, planning, design, technical services, and operational support for spa and wellness projects. Services are provided to hotels, resorts, clubs, and residential properties worldwide.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Blu Spas is a spa and wellness consulting firm providing end-to-end advisory services to luxury hospitality owners, developers, and operators. Its core deliverables include wellness project planning (feasibility, concept, schematic design, design development, construction documentation), hydrothermal planning, and pre-opening and post-opening operational support covering programming, branding, staffing, training, and performance audits. The firm also licenses proprietary wellness concepts, including BLUGALAXY and waterBLU, that it deploys within client projects.

Product overview

Blu Spas operates as a spa and wellness consulting firm offering a unified suite of advisory and design services rather than a software product. The core offering consists of Wellness Project Planning (covering discovery/feasibility studies, schematic design, design development, construction documentation, and construction administration), Pre-opening Planning and Operational Support (including branding, programming, staffing, training, and marketing), and Post-opening Operational Support and Advisory Services. The company also offers specialized Hydrothermal Planning and Design services. BLUGALAXY represents a branded wellness concept focused on nature-based social wellness spaces with contrast bathing experiences. waterBLU is a nature-inspired bathing model that has influenced innovative spa environments. The portfolio spans 400+ projects across 40 countries for hotels, resorts, clubs, and residential properties.

Differentiator

Problem solved

Functional benefit

Brands

• BLUGALAXY: A new nature-based social wellness space highlighting therapeutic contrast bathing, featuring pools and thermal features. It's described as a healthy living ecosystem and festive take on the age-old tradition of contrast bathing - a refuge of simplicity and play with a village vibe for guests and community.

Products and services

• Wellness Project Planning End-to-end spa and wellness project planning service covering discovery and feasibility studies, concept development, schematic design, design development, construction documentation, and construction administration. Blends sensory design with operational precision to deliver spaces purpose-built for wellness guests. Sold to owners, developers, and operators of hotels, resorts, clubs, and residential properties.
• Pre-opening Planning and Operational Support End-to-end pre-opening consulting covering branding development, treatment and services programming, signature menu creation, product selection, facilities and equipment specification, staffing, services standards and training, marketing, IT systems, and final facility review. Sold to hotel, resort, and club operators preparing a new or renovated spa to open.
• Post-opening Operational Support and Advisory Services Strategic post-opening advisory including business model refinement, staffing and compensation structure, treatment and product review, operational and financial performance audits, and marketing metrics evaluation. Sold to corporate spa directors, operators, and owners looking to optimize the performance of an opened spa.
• BLUGALAXY Proprietary branded wellness concept offering a nature-based social wellness space with therapeutic contrast bathing, pools, and thermal features, designed as an inclusive, community-focused healthy living ecosystem. Deployed within client spa and hospitality projects to differentiate their wellness offerings.
• waterBLU Proprietary nature-inspired bathing model rooted in wellness, sustainability, and sensory experience, introduced by Blu Spas in 2007. Deployed in client spa environments, including the Fountain of Youth feature at Awana Spa at Resorts World Las Vegas, to create differentiated bathing experiences.

Quantifiable outcome

• 48 Four Seasons spa projects completed across 24 countries over 30 years
• +1 more outcomes

Named customers12 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

23 partnerships are on record, tiered core and flagship.

• HKS ArchitectscoreStrategic or Co-development PartnerArchitecture firm leading overall project vision for hospitality projects. Collaborated with Blu Spas on Pier Sixty-Six Fort Lauderdale project (Zenova Spa & Wellness).
• GenslercoreStrategic or Co-development PartnerGlobal architecture and design firm. Worked on Nimbu Spa & Wellness at Nekajui Ritz-Carlton Reserve Costa Rica project.
• BAMOcoreStrategic or Co-development PartnerInterior design firm collaborating on luxury spa projects including Nimbu Spa & Wellness at Ritz-Carlton Reserve.
• SB Architects (Scott Lee)coreStrategic or Co-development PartnerArchitecture firm formerly known as SB Architects. Collaborated on Nekajui Ritz-Carlton Reserve spa project in Costa Rica.
• STO DesigncoreTechnology or IntegrationHydrothermal design firm providing advanced thermal feature design. Brought in by Blu Spas for Pier Sixty-Six project and behind Fountain of Youth at Awana Spa.
• WaterFXcoreTechnology or IntegrationHydrothermal design services firm. Partnered with Blu Spas providing technical artistry for wellness projects including Pier Sixty-Six and Awana Spa.
• The Athens GroupcoreStrategic or Co-development PartnerDevelopment company collaborating on Nekajui Ritz-Carlton Reserve Costa Rica project with Blu Spas.
• PRIM/KLAFS Spas MadridcoreTechnology or IntegrationSpa equipment and thermal experience provider. Collaborated on Nimbu Spa pools, saunas, and thermal experiences coordination.
• Jeffrey Beers International (JBI)coreStrategic or Co-development PartnerInterior design firm for spa & fitness facilities. Provided interiors balancing luxury, warmth, and wellness for Pier Sixty-Six Zenova Spa.
• Coral Tree HospitalitycoreStrategic or Co-development PartnerProperty management company. Ensured operational and guest experience vision aligned with design at Pier Sixty-Six. Leadership included Shirli Sensenbrenner, Chelsea Hershelman, Kristen Spivey, and Maggy Dunphy.
• Wonderflower Spa & WellnesscoreStrategic or Co-development PartnerSpa and wellness team including Vivianne Garcia-Tunon. Collaborated on Nimbu Spa pre-opening planning including story, concept, branding, and design coordination.
• Four Seasons Hotels & ResortsflagshipStrategic or Co-development Partner30-year collaboration with 48 spa projects across 24 countries. One of the most enduring relationships in spa consulting, spanning early Bali projects to current developments worldwide.
• Ritz-Carlton Hotel CompanyflagshipStrategic or Co-development PartnerLong-term partnership including Ritz-Carlton Reserve properties. Worked on Nekajui Costa Rica (Nimbu Spa & Wellness) and multiple Ritz-Carlton properties worldwide.
• Marriott InternationalcoreStrategic or Co-development PartnerMajor hospitality brand partnership through Ritz-Carlton brand. Project collaboration on Nekajui Ritz-Carlton Reserve opening team including Suzanne Holbrook and Patty Neumeier.
• Kimpton Hotels & RestaurantscoreStrategic or Co-development PartnerLifestyle hospitality brand partnership for spa consulting projects.
• Loews HotelscoreStrategic or Co-development PartnerLuxury hospitality brand partnership for spa design and consulting.
• Rosewood Hotel GroupcoreStrategic or Co-development PartnerLuxury hospitality brand partnership. Includes projects like Rosewood Celeste Spa in Punta de Mita.
• BelmondcoreStrategic or Co-development PartnerLuxury hospitality brand partnership including Belmond Cap Juluca in Anguilla and Belmond Maroma in Mexico.
• Bulgari Hotels & ResortscoreStrategic or Co-development PartnerLuxury hospitality brand partnership including Bulgari Hotel & Spa Beijing and Bulgari Hotel & Spa Shanghai.
• Auberge Resorts CollectioncoreStrategic or Co-development PartnerLuxury hospitality brand partnership for spa consulting.
• Resorts World Las VegascoreStrategic or Co-development PartnerMajor casino resort partnership including Awana Spa design with acclaimed Fountain of Youth hydrothermal feature.
• Hard Rock InternationalcoreStrategic or Co-development PartnerHospitality brand partnership including Hard Rock Hotel Los Cabos and Hard Rock Resort & Casino Las Vegas.
• Nobu HospitalitycoreStrategic or Co-development PartnerLuxury lifestyle hospitality brand partnership including Nobu Hotel Los Cabos spa project.

Scale indicators4 records

Recent moves8 records

Expansion highlights5 records

Broad incumbents

• BAMO: Luxury hospitality interior design firm collaborating with Blu Spas on Nimbu Spa and other projects. Competes for interior-design scopes inside Blu Spas's overall concept packages.
• ForrestPerkins: Established hospitality interior design firm with deep luxury hotel and resort portfolio including spa interiors. Directly competes with Blu Spas on spa design briefs and is an established incumbent in the space.
• WATG: Global hospitality planning, architecture, and design firm delivering spa, wellness, and resort projects worldwide. A large-scale competitor with deeper bench and broader service offering.
• Trilogy Spa Ventures: Spa management and consultancy firm operating and advising on luxury hotel and resort spas. Overlaps Blu Spas on operational and concept advisory but is more operator-focused.

Direct peers

• Delos: Wellness real estate consulting and design firm applying science-based standards to indoor wellness environments for hospitality and residential developers. Overlaps Blu Spas on wellness design specification and certification-style advisory for premium projects.
• Spa Strategy: Boutique spa consulting and operational advisory firm serving luxury hotel and resort operators. Comparable scope (concept, pre-opening, training, operations) and customer base.
• GOCO Hospitality: Luxury spa and wellness consultancy designing, developing, and operating wellness concepts for hotels, resorts, and residences worldwide. Most comparable to Blu Spas as a pure-play boutique spa consultancy with end-to-end services and premium hospitality clients.
• HABITAT Hospitality International: Hospitality and wellness consulting firm providing concept, design, and operational support to hotels and spas. Competes with Blu Spas for developer and operator engagements in the luxury wellness space.
• Raison d'Être: Luxury spa and wellness concept/consulting firm specializing in spa design, branding, operations, and product development for five-star hotels. Direct comparator given shared focus on luxury hospitality and concept-led differentiation.
• WTS International: Wellness, spa, and lifestyle management consultancy serving hotels, clubs, and residential developers globally. Comparable service mix across concept, design, staffing, and operations, but operates at broader scale than Blu Spas.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/bluspas
• Facebookfacebook.com/BluSpas
• LinkedInlinkedin.com/company/blu-spas-inc-

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 Blu Spas