The World’s Mineral Waters, All in One Place
WorldSprings CMO Jackie Stauffer discusses how the brand’s “Disneyland of Wellness” concept transcends the traditional hot springs experience
WorldSprings has emerged as a distinct player in the wellness market, moving beyond the standard mineral waters and hot springs resort model to offer what its chief marketing officer, Jackie Stauffer, proudly calls “the Disneyland of wellness.”
By meticulously recreating mineral-rich waters inspired by renowned healing destinations across the globe, from Iceland to South Korea, WorldSprings presents a one-of-a-kind experiential water retreat.
Speaking with Athletech News, Stauffer delves into the core of WorldSprings‘ brand identity, detailing how the company’s unique concept of accessible global waters, combined with comprehensive wellness offerings like saunas, cold plunges and targeted “Mineral Method Wellness Circuits,” translates into a compelling and differentiated marketing message centered on a total mental and physical reset.
Athletech News: How does WorldSprings’ unique concept of curating “mineral waters from around the world” translate into its brand identity and marketing message?
Jackie Stauffer: Outside of a visit to WorldSprings, there is no way to access these incredible waters except flying all over the world. Not only do we recreate the world’s most inspired and sought-after geothermal waters, they are all in one place.
Each of our three locations features mineral-rich pools inspired by France, Italy, Iceland, South Korea, Mexico and other renowned healing destinations. We know from our guests that they come to us seeking wellness and a relaxing, unique experience, and the most consistent feedback we get from our most dedicated members is that they come back to us for the waters. They are that special.
ATN: WorldSprings is described as an “experiential water retreat.” Can you elaborate on how you market this as a wellness experience rather than just a hot springs resort? And what do consumers expect in a WorldSprings experience?
JS: What makes the WorldSprings experience unique is that they can spend the day enjoying everything the property has to offer. Our oasis-like properties go beyond the waters and offer a holistic wellness experience, including saunas, cold plunges, a bar and cafe, and in Dallas a full-service award-winning spa and movement classes. We’ve even introduced special programming like moonlit soaks and floating sound baths to engage all of the senses.
For those seeking contrast therapy and true recovery, we have that, but we also are an incredible spot to just kick back with a friend, have a mimosa or green juice and relax. Additionally, our properties are intentionally designed to blend in with the natural surroundings and come with beautiful views. It’s a total mental and physical reset.
ATN: Beyond the mineral pools, what are the key innovations — such as cold plunges, saunas and a full-service spa — that you are highlighting to attract a broader audience?
JS: Our waters are truly remarkable. Nowhere else can you soak in these waters except in their natural wild locations around the world, and at WorldSprings Properties. They feature the same mineral makeup as their global counterparts. Our combined offering is extremely compelling but the waters are the real hero.
ATN: How do you use marketing to educate the public on the specific health and wellness benefits associated with the different mineral waters offered at WorldSprings? What is the overall value proposition?
JS: We feature the unique minerals and their benefits on signage, on our website and in our marketing, especially on social media. We also highlight our Mineral Method Wellness Circuits, which are centered around a core benefit — Stress, Detox, Sleep and Inflammation.
The circuits recommend a routine for our guests to participate in on the property to really tap into that core benefit they’re seeking. We love that guests come to us for different reasons, but the position that brings it all together. You can feel good and have fun while also doing something that is good for you.
ATN: The hot springs and wellness market includes a wide range of competitors, from traditional natural hot springs to luxury resorts. How does WorldSprings differentiate itself in the market?
JS: We have something for everyone and the ability to soak in waters from otherwise hard-to-reach destinations makes our experience extremely accessible. No costly long-haul plane ticket, expensive hotels — just visit one of the WorldSprings Properties and experience those same waters at a fraction of the price.
As we mentioned earlier, beyond the waters, we’ve been called the Disneyland of Wellness, and we love that. We are multi-dimensional, offering saunas, cold plunge, food and beverage, programming and wellness classes, aesthetic treatments like Sculpting facials, Lymphatic massage and more.
We’re always listening to our guests and adjusting our offering based on what they’re requesting as well. We know more innovation will always be on the horizon; we’ll continue listening to our guests and adapting based on market demand.