Awaken

What Awaken does

Awaken is a single-location day spa operating at 1409 W Main Street in Richmond, Virginia, marketed as Virginia's first no-tipping day spa. The company delivers a comprehensive suite of wellness services including custom and Thai massage, reflexology, manual lymphatic drainage, European facials, microchanneling, Reiki, private yoga, and infrared sauna with chromotherapy, serving individual wellness consumers as well as couples, prenatal/postnatal clients, acne-prone teens and adults, and LGBTQIA+ customers. Service delivery relies on approximately 9 named licensed practitioners (massage therapists, master estheticians, and a yoga teacher) with credentials ranging from 500-1,200+ hours of training and dual licensure in some cases.

Awaken's differentiating technical layer consists of two device-driven treatments: Celluma Low-Level LED Light Therapy, built on NASA-developed technology with 9 FDA-approved uses (red light for collagen/elastin and wound repair, blue light calibrated to kill C. acnes, infrared FDA-cleared for muscle and joint pain); and NanoStamp 360 Microchanneling, which uses single-use medical-grade stainless steel triangular tips with high-speed vibration to deliver a Biopeptide Serum with biomimetic growth factors and synthetic stem cells at 0.25-0.5mm depth. The Celluma device is sold standalone ($54/30 min), as a series ($300 for 8, $420 for 12), and as a $36 add-on; NanoStamp treatments range from $250 (hairline/hands) to $450 (face + neck + decolletage). The Clear Skin Reset, a structured 8-facial 4-week acne program priced at $800, is the most prominent bundled series.

The business model is direct-to-consumer and pay-as-you-go with no membership or commitment requirements. Pricing is all-inclusive (no tipping permitted), following a unanimous September 2024 "Awaken Collective" decision that raised prices 20% and redirected the entirety of the increase to service providers. Services span 30-175 minutes at $54-$510, with couples packages reaching $540 and 50% non-refundable deposits required for services exceeding 2 provider-hours. Distribution is entirely through the company's own website and the Booker online booking platform, with phone booking for private yoga and in-person delivery at the single Richmond location; marketing runs through Instagram (@awakenrva) and customer review platforms (Google, Yelp, Amazon). No funding, M&A, parent company, or geographic expansion is disclosed.

Name

Awaken

Legal name

Awaken

Website

https://awakenmassagerva.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Awaken is Virginia's first no-tipping day spa in Richmond, VA, offering massage, facials, Reiki, microchanneling, LED light therapy, and private yoga to individual wellness consumers under a pay-as-you-go, all-inclusive pricing model with approximately 9 licensed practitioners.

Ownership category

akta.pro rank

Product category

Day Spa and Wellness Services

NAICS

Other Personal Care Services (81219), 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

Infrared Therapy (Infrared Sauna & Light Therapy) (HSADAKAG), Hot Stone & Thermotherapy Massage (HSADAHAK)

Keywords

• Day spa services
• Massage therapy
• Skin care treatments
• Wellness services
• Holistic spa

Headquarters

HQ city

Richmond

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure, Supply Chain

Revenue model

1. Spa Services Revenue: One-time service fees for massage, facials, body treatments, yoga, reiki, and other spa services. Services range from 30-175 minutes with pricing from $54-$510. Series/packages offer discounted multi-session pricing.
2. Series and Package Revenue: Discounted multi-session series for treatments like Celluma LED (8 sessions $300, 12 sessions $420), Clear Skin Reset (8 facials $800), and NanoStamp treatments (3 treatments at 10% discount). Package deals combine multiple services at bundled rates.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Awaken is a Richmond, Virginia day spa (self-described as Virginia's First No-Tipping Day Spa) delivering customized massage, facials, Reiki, Thai massage, private yoga, reflexology, infrared sauna, Celluma LED light therapy, and NanoStamp 360 microchanneling. All services use all-inclusive pricing with no tipping, no membership requirements, and complimentary add-ons such as hot stones, aromatherapy, cupping, gua sha, ice globes, and facial cupping.

Product overview

Awaken is Virginia's first no-tipping day spa offering a comprehensive suite of wellness services centered around massage therapy, facials, and holistic treatments. The spa operates on a no-tipping model where prices are all-inclusive. Core offerings include custom massages (Swedish, Thai, prenatal, deep tissue), European facials, Reiki, private yoga, and infrared sauna. Key differentiated services include NanoStamp 360 Microchanneling for skin rejuvenation and hair regrowth, Celluma LED Light Therapy (FDA-cleared for wrinkles, acne, and pain), and the Clear Skin Reset (8-facial acne treatment program). The spa provides add-on enhancements like CBD massage oil, Thai herbal compresses, and various facial masks. Package offerings range from single 50-minute treatments to full-day 175-minute retreats, including couples services.

Differentiator

Problem solved

Functional benefit

Products and services

• Custom Massage Services
• Custom European Facial
• Clear Skin Reset
• NanoStamp 360 Microchanneling
• Celluma LED Light Therapy
• Reiki Energy Healing
• Private Yoga Instruction
• Infrared Sauna with Chromotherapy
• Spa Packages
• Couples and Pairs Services

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

Two partnerships are on record, tiered minor.

• Charlie's Charm SchoolminorOthersAwaken is a proud corporate sponsor of Charlie's Charm School, a cat and kitten rescue and adoption organization. The partnership supports local animal rescue efforts and community welfare.
• Thunderbolt WellnessminorOthersThunderbolt Wellness, led by Janet, provides traditional Chinese medicine, acupuncture, Chinese herbology, and nutritional counseling. Awaken refers clients to Thunderbolt Wellness for complementary health services outside the spa's offerings.

Scale indicators1 record

Recent moves5 records

Expansion highlights3 records

Broad incumbents

• Massage Envy: Largest U.S. membership-based massage and skin care franchise. Operates a recurring-revenue model with broader national footprint; competing for the same wellness consumer but with a different pricing/pricing-structure approach.
• Woodhouse Spa: Upscale day spa chain offering massage, facials, body treatments, and wellness services. Comparable premium positioning and similar service breadth, including specialty treatments and packages.
• Burke Williams Spa: Established upscale day spa chain offering massage, facials, body treatments, and wellness services in major U.S. metros. Comparable premium pricing and full-service spa model.

Direct peers

• The Now Massage: Boutique day spa concept focused on massage and wellness services with a hospitality-driven, single-treatment pricing model. Comparable to Awaken in delivering a non-membership, premium experience.
• Hand & Stone Massage and Facial Spa: National day spa franchise offering massage, facials, and skin care services at comparable price points. Most directly comparable chain given overlapping service menu (massage, facials, memberships, series packages).

Emerging players

• Restore Hyper Wellness: National wellness franchise offering infrared sauna, cryotherapy, light therapy, and recovery services. Directly comparable to Awaken's Celluma LED and infrared sauna offerings and competes for the same wellness-oriented consumer.
• Radiance Medspa: Medical spa chain offering facials, microchanneling, injectables, and advanced skin treatments. Comparable to Awaken's clinical-service crossover (NanoStamp microchanneling, Clear Skin Reset) and Southeast U.S. footprint.
• European Wax Center: Public personal care chain specializing in waxing and skin care services. Adjacent in customer base (personal care consumers) and franchise/storefront model, though narrower service mix.
• Hydrate IV Bar: Wellness franchise offering IV therapy, vitamin injections, and recovery services. Adjacent wellness consumer segment with comparable boutique-service pricing model, though distinct service category.

Regional players

• Trilogy Spa: Independent day spa concept in the Mid-Atlantic with multi-service offerings (massage, facials, body treatments). Comparable single-region presence and similar operational scale to Awaken.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/awakenrva/?hl=en
• LinkedInlinkedin.com/company/awakenmassagerva

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 Awaken