Spavia Taps CorePower Exec to Scale Wellness Brands to 200 Locations

With Heather Holland joining as COO, the resort day spa and its recovery concept Sway are zeroing in on a younger consumer and a bigger national footprint

Spavia has named Heather Holland chief operating officer, adding an experienced wellness operator to its leadership team as the resort-inspired day spa accelerates a dual-brand push with its recovery concept, Sway, toward 200 combined locations nationwide.

The Spavia franchise, which offers self-care treatments such as massage and skin care, currently counts nearly 70 locations across the U.S. 

Its second concept, Sway, is the younger, recovery-centered counterpart — founded by Emily Langenderfer, the Gen Z daughter of Spavia’s founders, and offers massage, facials, sauna, cold plunge and AI-powered robotic massage from Aescape.

Holland, the founder of Denver-based wellness studio Upswell, previously served as COO of CorePower Yoga, where she helped scale the brand from 89 to 225 studios across 20 markets. As part of her transition into the new role, she’ll convert her existing Upswell studios into two new Sway locations.

“Heather understands how to grow wellness brands while maintaining the personal connection that makes them successful,” Spavia founder and CEO Marty Langenderfer said. “Her experience scaling high-growth consumer businesses and supporting teams at every level makes her a strong addition as we continue building both brands.”

Holland credited the brand’s growth without outside venture backing as a key draw.

“That says a lot about the strength of the model and the long-term relationships they’ve built along the way,” she said.

The hire and planned growth also reflect the continued convergence of recovery wellness with aesthetic and spa services, a market that has drawn significant attention. Day spas, in particular, currently dominate the global spa market with a 40% share, with North America leading demand driven by rising interest in self-care and mental health, according to an analysis by Coherent Market Insights.