WorldSprings, the U.S.’s largest hot springs operator, with some sites boasting more than 53 bodies of water, has appointed two veterans in the wellness and beauty industries—Vimla Black-Gupta and Jackie Stauffer—to join the company’s leadership as Board Adviser and Chief Marketing Officer (CMO), respectively.
Black-Gupta brings 25 years of marketing leadership experience at brands like Procter & Gamble, Estée Lauder, and Equinox and will work to provide strategic guidance to WorldSprings’ co-founders, Steve Beckley and Rob Kramer, helping to drive sustainable growth as they tackle their global piece of the health and wellness market, which was estimated at over $6.8 trillion in 2024.
“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,” Gupta said.
Stauffer, the newly appointed CMO, brings expertise in ecommerce, retail, and community engagement from her tenure at wellness giants Equinox and Estée Lauder. She also has experience with successful startups like The Sprout Collective and skincare brand Recess.
Stauffer is particularly focused on driving awareness around the company’s unique wellness offerings, including an on-site spa, fitness classes, mindfulness sessions, and seasonal cafés for a comprehensive wellness experience.
Various daily fitness and mindfulness classes, including yoga, floating sound baths, and pilates, are also available for free. These wellness offerings are part of WorldSprings’ rapid expansion plans and redefined market presence, which includes a focus on customer retention.
To support that work, WorldSprings introduced a membership program to encourage repeat visits with perks like access to saunas, hydrotherapy, cold plunges, and other services. So far it’s working, with their data showing over 25% of guests return at least three times per year.
Aside from service-based offerings, WorldSprings also offers a curated selection of retail products on-site, including signature scent reed diffusers, salts, and other wellness products. Over time, the company plans to expand its product offerings through partnerships with local brands and practitioners, further enriching the at-home wellness journey for its patrons.
Competition is fierce in the U.S. wellness space, which has a reported 8.3% annual growth rate from 2019 to 2023. To stand out in this space, WorldSprings recently unveiled a new brand identity in collaboration with creative partner Farrynheight, the product of extensive research and surveying over 3,000 individuals.
“Our new brand identity celebrates the 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,” Stauffer said.
With an expanding national footprint, a refreshed brand identity, and an experienced leadership team in place, WorldSprings is working to carve out a foothold in wellness with its experiential offering and strategic retail growth.
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