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Backpacks to Beer Baths: Building Oakwell Beer Spa

By: Greg B
Published: January 14, 2025

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Jessica and Damien Zouaoui

N/A

Annual Revenue

N/A

Startup Costs

Full-time

Owner Involvement

2021

Year Started

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For Jessica and Damien Zouaoui, their business story began with a love story. After meeting in New York City, they quickly realized they were meant to create something together—both personally and professionally. Over pints of beer in their apartment, they made a bold decision: they gave themselves six months to quit their jobs, pack their lives into two backpacks, and search for an innovative business idea.

“We did not simply want to start a business; we wanted to create something truly innovative and meaningful—something that could bring people together while celebrating all the things we loved,” says Damien. Together, he and Jessica brought complementary skills to their partnership—his decade of sales and marketing experience combined with her expertise to create their unique vision.

What began as a six-month commitment evolved into a 14-month journey across 25 countries. Their worldwide adventure wasn’t just about travel—it was a focused search for unique business concepts that hadn’t made their way to the United States. That search led them to an unexpected discovery in a mountain town in Poland that would reshape their future.

The Discovery

“Imagine this: steamy beer-infused baths, endless glasses of Polish beers, and a place that felt both refreshing and festive,” Damien recalls about their visit to a beer spa in Zakopane.

This innovative combination of wellness and craft beer sparked their imagination, but they knew inspiration alone wasn’t enough. They immersed themselves in wellness cultures worldwide—studying thermal baths in Budapest, South Korean bathhouses, and Japanese onsens—gathering ideas and insights at each stop. With their global research complete, they needed to find the perfect location to bring their concept to life.

After analyzing potential markets, Denver, Colorado stood out for three compelling reasons:

  • Over 400 breweries in the state
  • Top rankings in wellness metrics
  • Strong small business community support

Confident in their initial research but knowing they needed more local insight, they spent six months in Denver studying the market firsthand. This time on the ground helped them understand their potential customers and refine their business model for the American market.

In January 2019, they landed in Denver’s historic Five Points neighborhood. Drawing from Damien’s background in sales and marketing, they transformed their international research into a distinctly American concept. They enhanced traditional beer baths with modern additions:

  • Infrared saunas for deeper relaxation
  • Zero-gravity massage
  • A rotating selection of local craft beers
  • Customized wellness experiences

Their vision took shape in 2021 when they launched The Beer Spa, which later evolved into Oakwell Beer Spa. Colorado’s business environment proved ideal—the local community embraced their innovative concept, while craft beer enthusiasts and wellness seekers provided a steady stream of customers.

“Oakwell Beer Spa is more than just a business; it’s a story of adventure, passion, and pouring pints of possibility into every part of life,” Damien shares.

The success of their research-backed approach has laid the groundwork for expansion. In early 2025, they’ll open their second location in south Denver. Later that year, they plan to share their business model with others through franchise opportunities.

Their story shows that bringing a new business idea to life requires more than just inspiration—it needs thorough research, strong community connections, and careful market analysis. Whether you plan to travel the world or study your local market, understanding your potential customers is at the core of all successful businesses. The Zouaouis turned their worldwide discovery into a thriving business by combining innovative ideas with methodical planning. As their expansion plans demonstrate, this approach continues to open new opportunities.

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