WorldSprings Wants to Make Hot Springs the Next Big Wellness Ritual
As WorldSprings sets course for an ambitious growth strategy, it’s leaning into simplicity over complexity when it comes to modern wellness practices
WorldSprings, an outdoor wellness destination and hot springs operator, is gearing up for its next phase of national expansion this summer with the opening of Zion Canyon Hot Springs, its third location.
Bookings for thermal spas and hot springs are up 157%, according to TripAdvisor, which named immersive water experiences among 2025’s top wellness travel trends.
WorldSprings destinations feature a variety of water experiences, from geothermal and mineral pools inspired by the Dead Sea, Iceland’s Blue Lagoon and Japan’s Hokkaido region to freshwater pools and cold plunges. Guests can also enjoy amenities like fire pits, outdoor showers, barrel saunas and a full-service spa.
To support its growth, the company has strengthened its leadership team—welcoming Vimla Black-Gupta (formerly of Ourself, Equinox, Procter & Gamble, and The Estée Lauder Companies) to its board of directors, and naming Jackie Stauffer, founder of The Sprout Collective and Recess, as chief marketing officer.
“The explosive growth potential in the hot springs market presents a once-in-a-generation opportunity, and WorldSprings is uniquely positioned to lead this category nationwide,” Black-Gupta said. “Having scaled multiple wellness brands throughout my career, I’m thrilled to help accelerate WorldSprings’ expansion strategy as we prepare to triple our footprint and bring transformative wellness experiences to markets across America.”
The company also unveiled a rebrand, introducing the new tagline “Just Add Water”—a phrase inspired by consumer research showing a growing preference for simple wellness practices like mineral soaks over more complicated wellness routines.
“I am honored to further WorldSprings‘ mission to reconnect communities with a wellness ritual that’s been proven across cultures for centuries,” Stauffer said. “Our new brand identity celebrates the profound benefits of a simple practice, from reducing inflammation to improving sleep, and reflects our dedication to making the transformative power of water more accessible to wellness seekers across the country.”
Therme Group is another player making waves in the growing water wellness space, angling to open its first U.S. location in Dallas, Texas. The family-friendly urban well-being hub will feature thermal baths, saunas, mineral pools, waterslides, swim-up bars and lush greenery throughout. The group has plans for ten projects across the U.S. over the coming years, as well as several international developments in Dubai, Manchester, Frankfurt and Toronto.