How to Open a Beer SPA: The Complete Guide

Beer spas are one of the fastest growing segments of the wellness industry in Europe. The combination of tradition, relaxation and a unique experience attracts millions of visitors every year. If you're considering opening your own beer spa, this guide will give you a complete overview – from choosing a location to marketing.

Why Invest in a Beer Spa?

The global wellness market is worth over $5.6 trillion and is growing at a rate of 10% per year according to the Global Wellness Institute. Beer spas offer a unique position in this market thanks to:

• High margins – the average margin for wellness facilities is 40–60%
• Seasonal independence – clients visit spas all year round
• Experience economy – people are increasingly spending on experiences rather than things
• Low competition – the beer spa segment is still underserved

1. Choosing a Location

Location is the key factor for success. The ideal place for a beer spa meets these criteria:

• City centre or tourist zone – at least 100,000 visitors per year
• Public transport accessibility – maximum 5 minutes walk from a stop
• Area from 150 m² – space for 4–8 tubs, a relaxation zone and reception
• Water supply and drainage – the technical foundation of operation

"A location in a tourist zone can increase footfall by 40–60% compared to a residential area." – Internal analysis by Lázně Pramen, 2025

2. Equipment and Technology

Basic equipment for a beer spa includes:

• Wooden tubs – oak or fir, 2–4 places per tub
• Heating system – precise temperature regulation (35–38 °C)
• Filtration system – EU hygiene standards
• Relaxation zone – loungers, straw beds, blankets
• Beer tap – unlimited fresh beer for guests

Patented Technologies

Lázně Pramen uses a patented beer bath recipe where a special combination of hops, brewer's yeast and malt is dissolved in water at an optimal temperature. These ingredients have proven effects on the skin – hops have anti-inflammatory properties, yeast contains vitamin B and malt softens the skin.

3. Legislation and Permits

Opening a wellness facility in the Czech Republic (and most European countries) requires:

• Trade licence – free trade "Provision of physical education and sports services" or "Massage services"
• Hygiene assessment – approval from the regional hygiene station
• Operating regulations – a document specifying the rules of operation
• Insurance – liability for damage and injury
• Health & Safety – occupational health and safety

4. Financial Plan

Approximate costs for opening a beer spa in the Czech Republic:

• Franchise fee: from €50,000
• Equipment investment: €150,000–200,000
• Construction modifications: €30,000–50,000
• Working capital: €20,000–30,000 (first 3–6 months)

Total investment: from €250,000

With an average ticket of CZK 1,500 and 600+ visitors per month, the investment pays back in 18–24 months. You can make a detailed calculation using our return calculator.

5. Marketing and Client Acquisition

A successful marketing strategy for a beer spa combines:

• Online channels – Google Ads, social media (Instagram, TikTok), TripAdvisor
• Partnerships – hotels, travel agencies, corporate events
• PR and media – the unique concept attracts media attention
• Reviews – satisfied clients are the best advertisement
• Gift vouchers – up to 30% of revenue comes from gift vouchers

6. Why Choose a Franchise?

Opening a spa under an established brand brings a number of advantages:

• A proven business model with demonstrable returns
• Complete support with location selection, equipment and opening
• Staff training (2 weeks of intensive programme)
• Marketing support and know-how sharing
• Booking system and CRM

Find out more about the Lázně Pramen franchise model on our Franchising page.

Conclusion

Opening a beer spa is an opportunity that combines attractive financial returns with the growing trend of wellness tourism. The key to success is the right location, quality equipment and strong marketing. The franchise model significantly reduces risk and accelerates the path to a profitable business.

Interested in opening your own beer spa? Contact us – we'd be happy to discuss partnership opportunities with you.