Hot Springs Association

What Hot Springs Association does

The Hot Springs Association is a US nonprofit trade association founded in 2018 and headquartered in Glenwood Springs, Colorado, that serves commercial hot springs resort owners and operators. It is the only dedicated industry association of its kind in the United States, with a stated addressable market of 250+ commercial hot springs resorts.

The association's core product is the annual Hot Springs Connection Conference, which has run since 2018 and functions as the principal member engagement, education, and networking event. Programming is supported by member-only toolkits, publications, and a geothermal consultancy capability, and the association also operates Soakember, a coordinated live soak event that now spans five countries. Additional offerings include an ambassador program and the R2M2 Partner Program, which connects member operators with vetted vendor partners.

Revenue is generated through three primary mechanisms: membership dues paid by resort operators, conference registration fees (approximately $947-$1,597 per attendee), and transaction-based commissions from the R2M2 partner channel. The organization runs lean with three full-time staff, including Executive Director Jessica Meath, Director of Event and Tour Management Vicky Nash, and Geothermal Consultant Jeff Birkby, supplemented by volunteer ambassadors and partner organizations.

Name

Hot Springs Association

Legal name

Hot Springs Association

Website

https://hotspringsassociation.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

The Hot Springs Association is a US nonprofit trade association founded in 2018 that serves commercial hot springs resort owners and operators through annual conferences, member toolkits, and partner programs across 250+ US properties.

Ownership category

akta.pro rank

Product category

Trade Association Services for Hot Springs Industry

NAICS

Business Associations (813910), Convention and Trade Show Organizers (56192)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Thermal Baths, Hot Springs & Saunas (Onsen, Hammams, Banya, Sauna Worlds) (THAJAHAD)

Keywords

• Hot springs industry association
• Resort trade membership
• Balneology industry resources
• Thermal springs conference
• Geothermal resort advocacy

Headquarters

HQ city

Glenwood Springs

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. Membership Fees: Annual membership dues for hot springs resort owners, operators, and industry professionals. Members receive benefits including access to resources, directory listings, marketing opportunities, and discounted event registration.
2. Conference Registration: Revenue from the Hot Springs Connection conference and related events. Registration fees vary between members ($947-$1197) and non-members ($1597) for the 2025 conference.
3. Partner Programs (Flow-through Research): Through R2M2 partnership program, 3% of payment processing residuals from transitioning members goes to flow-through research initiatives. Additional donations from software adoption partnerships.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

The Hot Springs Association is a non-profit trade organization that delivers membership services to commercial hot springs resort owners, operators, and industry professionals. Its core offerings include the annual Hot Springs Connection Conference, the Hot Springs of America directory website, member toolkits, industry publications, an insurance program, Savings4Members discount program, Access to an Expert advisory service, and partner programs (R2M2 payment processing, Granite Insurance). Revenue is generated primarily through annual membership dues and conference registration fees.

Product overview

Hot Springs Association is a non-profit trade organization that provides a suite of member services and programs for hot springs owners and operators. The core offerings include the annual Hot Springs Connection Conference (established 2018), the Hot Springs of America directory website, various educational toolkits (Showering Ritual, Lightning Emergency Action Plan, Collaborative Marketing, N. Fowleri Resources), and industry publications. Additional member benefits include Savings4Members discount programs, an Insurance Program via Granite Insurance Agency, Access to an Expert advisory services, the R2M2 payment processing partnership, and the Support Flow-through Research Campaign. The association serves as the unifying body for the global hot springs resort and spa industry.

Differentiator

Problem solved

Functional benefit

Products and services

• Hot Springs Connection Conference The premier annual conference specifically designed for hot springs owners, operators, general managers, facilities directors, and industry professionals, providing networking opportunities, seminars and workshops for commercial mineral pools, spas and resorts.
• Hot Springs of America Directory The first and only site to list and map every hot springs in the United States, providing member listings and premium upgrade options for enhanced visibility.
• Member Toolkits Member-only downloadable resources including showering ritual guidance with meditation materials, lightning safety protocols, collaborative marketing toolkit for creating loops or trails, and Naegleria fowleri pathogen resource information.
• Industry Publications and Reports

Quantifiable outcome

• 35,099 hot springs establishments worldwide across 130 countries
• +1 more outcomes

Named customers6 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered core and minor.

• Balneology (BANA)coreStrategic or Co-development PartnerThe International Balneology Association (BANA) is listed as a partner organization, supporting the Hot Springs Association's mission to advance research and best practices for water management and geothermal mineral water in health and wellness treatments.
• FEMTECcoreStrategic or Co-development PartnerFEMTEC (World Federation of Hydrotherapy and Balneology) collaborates with the association on balneology research, international standards, and industry best practices for hot springs and wellness facilities.
• Global Wellness Institute - Hot Springs InitiativecoreStrategic or Co-development PartnerThe Global Wellness Institute's Hot Springs Initiative partners with the association on global market research, industry trends, and wellness economy data. Joint initiatives include Soakember global live soak events and collaborative research on thermal/mineral springs.
• BathingAU (Australian Hot Mineral Springs Bathing Alliance)minorStrategic or Co-development PartnerInternational partner organization representing Australian hot mineral springs bathing interests, supporting cross-border industry collaboration and knowledge sharing.
• Geothermal RisingminorStrategic or Co-development PartnerGeothermal Rising is a partner organization providing resources and expertise on geothermal energy applications for hot springs resorts, including heating infrastructure and sustainable resource management.
• GlueupcoreTechnology or IntegrationGlueup provides the association's event management platform, powering conference registration, event pages, and the mobile app experience for Hot Springs Connection conferences and field trips.
• R2M2 SoftwarecoreGTM or Marketing PartnerR2M2 Software partners with the association through a payment processing program where 3% of residuals from member transactions flow through to fund research initiatives. Additional donations are made when businesses adopt R2M2's integrated payment processing software.
• Colorado Historic Hot Springs LoopminorGTM or Marketing PartnerA marketing collaboration promoting a route connecting historic hot springs destinations in Colorado. The association's Executive Director Jessica Meath oversees this collaborative initiative.
• Hot Springs of AmericacoreGTM or Marketing PartnerThe Hot Springs of America website (hotspringsofamerica.com) is the first and only site listing and mapping every hot springs in the United States. The association helped brand, design, and launch this comprehensive resource.
• Granite Insurance AgencycoreImplementation/ SI/ Consulting PartnerGranite Insurance Agency specializes in providing tailored insurance solutions for the spa and resort industry. They offer a specifically tailored insurance program for Hot Springs Association members covering general liability, property, workers compensation, and other essential coverages.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• International SPA Association (ISPA): Global trade association for the spa industry, including mineral and thermal spa operators. Closest direct peer because it serves a near-identical member base (spa/hot springs operators), runs an annual conference, and provides advocacy, education, and member benefits in the same model HSA uses.
• Wellness Tourism Association: Trade association focused on wellness tourism, including thermal/mineral springs destinations. Comparable as a small membership association serving wellness-focused hospitality operators with networking and educational programming overlapping HSA's thermal-baths focus.
• Global Wellness Institute: Research-driven organization covering the global wellness economy with a dedicated Hot Springs Initiative that partners with HSA. Directly comparable as a sister organization publishing market data (the $4.4T wellness economy figure HSA cites) and running Soakember global events.
• International Balneology Association (BANA): International association focused on balneology and mineral-water health research, listed as an HSA partner. Closely comparable as a peer body serving the same scientific and practitioner community around thermal mineral water treatments.
• FEMTEC (World Federation of Hydrotherapy and Balneology): International federation for hydrotherapy and balneology with scientific and standards-setting focus. Directly comparable as an international peer organization for thermal-water practitioners that HSA partners with on research and standards.
• BathingAU - Australian Hot Mineral Springs Bathing Alliance: Australian industry alliance for hot mineral springs bathing interests and a named HSA partner. Directly comparable as a country-level trade body for the same thermal-bathing operator base, with overlapping knowledge-sharing and standards-setting mission.

Emerging players

• Geothermal Rising: Geothermal energy industry organization partnered with HSA. Comparable as a membership association serving geothermal-energy stakeholders, with partial overlap where HSA members use geothermal resources for heating and operations.

Broad incumbents

• American Hotel & Lodging Association (AHLA): National trade association representing all segments of the U.S. lodging industry. Directly comparable as a membership-based trade body serving hospitality operators with advocacy, education, and an annual conference - but covers lodging broadly rather than specializing in hot springs.
• National Recreation and Park Association: U.S. non-profit advancing parks, recreation, and quality-of-life services. Comparable as a large membership association with conferences, certifications, and advocacy, but focused on public parks/recreation rather than commercial hot springs operators.
• U.S. Travel Association: National trade organization representing the U.S. travel industry. Comparable as a membership-based advocacy body with conferences and research serving an industry that includes hot springs destinations, but covering travel broadly rather than specializing.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/HotSpringsAssoc
• LinkedInlinkedin.com/company/hot-springs-association
• Instagraminstagram.com/hotspringsassoc

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 Hot Springs Association