What happens when wellness moves beyond treatments and becomes an environment?
Recorded live from the Hot Springs Association Conference in Calistoga, this episode explores how hot springs are emerging as a powerful force in the evolution of wellness ecosystems, experiential design, and human-centered development.
What You'll Learn
Why hot springs are shifting from niche destinations to integrated wellness infrastructure
How operators are designing for human experience, not just amenities or services
The growing role of balneology, mineral composition, and water as a therapeutic system
Why purpose-driven development models are outperforming traditional hospitality approaches
How accessibility, community, and social connection are shaping the future of wellness
Episode Highlights
03:05 – The origin of the Hot Springs Association and its rapid industry growth
10:21 – How collaborative marketing transformed regional hot springs into global destinations
14:39 – Why today's wellness travelers seek meaning, not just relaxation
20:27 – Building a retreat model centered on personal and community transformation
24:00 – The role of balneology and the science of water as medicine
38:21 – Rethinking spa design: from services to full environmental experiences
47:58 – Entrepreneurship, restoration, and the future of hot springs development
Meet the Guest
Vicky Nash
Founder of the Hot Springs Association and a tourism and destination marketing expert. Vicky has been instrumental in uniting the hot springs industry, creating a platform for collaboration, education, and global growth.
Jordan Menzel
Co-founder & CEO of Maple Grove Hot Springs. With a background in international development and technology, Jordan brings a purpose-driven approach to hospitality, creating a retreat model centered on community, accessibility, and personal transformation.
Brynn Foster
Food systems entrepreneur and representative of the Balneology Association of North America (BANA). Brynn focuses on reconnecting people to land, water, and wellbeing, and advancing the role of mineral waters as part of a broader health framework.
Angie Kies
Wellness leader at Murrieta Hot Springs and longtime spa executive. Angie specializes in integrating geothermal water into the guest experience, shifting wellness design from treatment-based to environment-driven.
Joe Salisbury
Owner of Veyo Pool Resort and a land developer turned hot springs entrepreneur. Joe brings a unique perspective on restoration, adaptive reuse, and building destination experiences rooted in natural environments.
Balneology and therapeutic water frameworks
Water registry and mineral classification systems
Temperature gradient programming for wellness outcomes
Purpose-driven hospitality and community-based development models
Hot springs are no longer just places to visit. They are becoming platforms for connection, restoration, and transformation—where environment, water, and human experience intersect to shape long-term wellbeing.
Subscribe for more conversations on the future of wellness, experience design, and building environments that truly support how people live.
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