Affordable Luxury Day Spa Franchise Appoints Seasoned Marketing Executive Dana Benfield as it Invests in Industry Leading National Team

DENVER, CO (November 22, 2023). Spavia, the premier health and wellness day spa committed to revolutionizing the neighborhood spa experience, is once again strengthening its star-studded leadership lineup.

With the appointment of Dana Benfield to Chief Marketing Officer, Spavia is elevating its luxurious brand to new heights, ensuring a presence that’s even more vibrant and rejuvenating. 

Joining a dynamic team of executive visionaries, Benfield brings more than two decades of extensive marketing experience within the franchise industry. Her journey spans across diverse sectors, leading creative national and local campaigns for renowned brands such as RedRobin and WellBiz Brands. As CMO for Spavia, Benfield will guide the brand’s vision to help guests feel better inside and out through an accessible, affordable and high-quality day spa experience.

“I am thrilled to join the Spavia team where I can play a pivotal role in realizing the brand’s vision of enriching people’s lives through the dedication of passionate franchisees,” said Benfield. “My experience working with Red Robin to various wellness brands has given me the desire to help others achieve their own success, and I am confident my role will align seamlessly with our shared vision of making a positive impact and supporting entrepreneurs who share that aspiration.”

Throughout her career, Benfield has discovered a common thread that has developed her unwavering passion: collaborating with franchisees to transform their dreams into financial successes. Benfield possesses a profound grasp of establishing and maintaining uniform brand recognition, spanning from national landscapes to local communities. She thrives on data-driven decision-making and excels in the art of problem-solving, fostering high-performing teams and delivering comprehensive solutions to achieve desired outcomes.

Offering a blend of affordable luxury amenities with a world-class environment, Spavia stands out by offering guests a rich assortment of result-driven spa treatments in a tranquil setting. Its resort-like amenities along with its relaxing rooms offer space and privacy for an exceptionally rejuvenating experience. Strategically positioned within local communities, guests can indulge in a full line of treatments including massage, skincare, body wraps and scrubs, waxing, tanning, and more. Guests can enjoy Spavia’s membership model with three levels and customization of treatments for an exceptional and affordable experience each month.

“Dana is a valuable addition to our Spavia team as CMO,” said Marty Langenderfer, CEO and Founder of Spavia. “Her wealth of understanding in the franchise industry and her commitment to the brand’s reputation focused on the well-being of our guests align perfectly with Spavia’s vision. Dana’s expertise will help us enhance our brand awareness, support our passionate franchisees and continue to provide accessible, high-quality spa experiences across the nation.”

Currently, Spavia operates a network of more than 50 day spas, strategically situated in dynamic urban centers including Denver, Los Angeles, Chicago, Dallas, Boston, and Orlando. As the brand advances in its national expansion, Spavia is embarking on an ambitious franchise development phase, with a target of reaching 200 locations within the next decade. Spavia is placing a special focus on expanding into major metropolitan areas across the United States, with an initial focus on cities within Arizona and Texas. The company has already initiated plans for the development of eight new day spas, driven by the strong interest of aspiring franchisees, who are drawn to a concept that remains unrivaled in the realm of luxury spa experiences.

As Spavia continues to grow through franchising, the brand’s ideal candidate is someone who embodies a passion for wellness and a commitment in delivering exceptional guest experiences. This individual should be a forward-thinker and possess strong people skills and management experience, as they will be at the forefront of nurturing a culture that fosters relaxation and well-being. With a strong belief in the power of accessible luxury, Spavia franchisees are positioned to flourish within a supportive network of like-minded individuals who strive to make a meaningful difference in their community. 

For more information on franchising with Spavia, please visit


The first Spavia opened its doors in 2005 in Denver, CO, with a mission of making a positive difference in the world, one guest at a time and delivering a luxurious spa experience at an affordable price. Each Spavia location provides a variety of massage treatments, skin care treatments, body wraps, waxing, lash extensions, make-up, and an opportunity to celebrate with a spalebration™ — all in a relaxing and tranquil setting that allows guests to relax, recenter and renew. In late 2021, Spavia opened its 54th location, with an additional 40 locations under development. The 54 day spas are currently open in 23 states, reinforcing Spavia’s commitment to providing affordable luxury and promoting relaxation, renewing and recentering as core values.  Spavia doesn’t stop at relaxation; it extends to making a positive impact. The Spavia Cares program reflects the brand’s dedication to giving back to communities and helping others by contributing to fundraisers, volunteering, hosting events and providing chair massages for local events or organizations. Spavia is there to be a part of each and every community, ensuring that guests leave with a sense of fulfillment that comes from contributing to the well-being of others.