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Alexis Dean has a background in corporate law and health club management / photo: Soak Bathhouse
“We saw a genuine gap in the wellness space – traditional bathhouses and spas [in Australia] often felt either too expensive, too exclusive or too time-consuming,” says Alexis Dean, co-founder of Soak Bathhouse. “We wanted to change that by finding a way to make wellness something people could fit into their everyday lives, without the hefty price tag or the need to set aside an entire day.”
With a background in corporate law and managing health clubs, Alexis founded Soak with her husband, Niki, five years ago with the intention of creating a portfolio of urban oases to make wellness easy, accessible and affordable.
The couple, who launched their flagship on the Gold Coast in Queensland in November 2020, recently unveiled plans for a fifth location (see p24) and are actively seeking further sites to accelerate Soak’s national rollout.
“Our current sites are close to or at capacity, so we have a large focus on new site acquisition,” Alexis tells Spa Business, adding that their first bathhouse has been growing by more than 10 per cent each year in terms of visitation and revenue. She reveals that aside from the two sites already announced, they have more properties in the pipeline for 2025 and are eyeing international expansion. “We’re actively having conversations to take Soak to the US,” says Alexis, “but it has legs in many overseas markets, so we’re seeking out partners [in other countries] to see it reach its full potential abroad.”
The SOAK concept Each Soak location combines communal bathing facilities inspired by nature and designed to foster connection with a selection of private wellness treatments.
Every bathhouse includes magnesium-infused mineral bathing pools, cold plunges, steamrooms, outdoor showers, a spa garden, a cedarwood sauna, relaxation spaces and changing rooms. Treatments range from full-body massages and LED red light facials to infrared sauna sessions and meditation classes.
Soak also hosts regular events at its bathhouses, including Soak and Sound evenings where guests relax in hydro facilities while listening to local musicians.
Some properties also include co-working spaces and offer corporate wellness packages.
“We create a tranquil and beautiful natural environment in all of our urban locations,” says Alexis, “from the colour scheme to the finishes, we’ve brought in all of the natural materials so guests get that connection to nature, which helps with that real sense of relaxation.”
Aiming for affordability “Soak is a place you can come every day, every week or every month and start to build wellness routines into your life because that’s how you create meaningful change,” Alexis says, explaining that accessibility and affordability are key. “Whether you have 90 minutes or an entire afternoon, you can drop in, unwind, and leave feeling better than when you arrived. Guests walk in carrying the weight of their busy lives and leave feeling lighter, more centred and completely rejuvenated.”
With four bathing packages available, Soak’s classic day spa experience lasts 90 minutes, costing AU$59 (US$38, €33, £28) on weekdays and AU$69 (US$44, €39, £33) on weekends. The package provides guests with access to all wet and thermal facilities and features complimentary robe hire and refreshments.
Massages cost AU$110 (US$70, €62, £53) for 50 minutes, while memberships start at AU$99 (US$63, €56, £47) for a year – there are seven options in total – and include one Soak session, one infrared sauna or LED facial, half price birthday soak and massage and other discounts.
Shift in perspective “Wellness is no longer seen as a luxury – it’s an essential part of everyday life,” Alexis says. “The pandemic was a huge wake-up call.
“From an industry perspective, there’s also been a huge shift away from radical quick fixes and extremes toward simple, sustainable and holistic wellbeing. Instead of waiting until burnout hits, people are taking a proactive approach – prioritising self-care, recovery and stress relief before they reach breaking point. That’s exactly why we created Soak.”
She says guests at Soak range from young professionals looking to destress after work and parents craving me time to groups of friends catching up in a way that feels good. It also sees athletes and fitness enthusiasts coming for recovery and retirees focusing on longevity.
What sets Soak apart the most, however, is its strong focus on social wellness. “Australians are fortunate to have some incredible wellness spaces and it’s exciting to see the bathhouse category gaining traction here,” she concludes. “While many traditional bathhouses prioritise silence and introspection, we believe that wellness is just as much about conscious connection as it is about self-care.
“We’re living in a time where so much of our interaction is digital, yet loneliness is a real issue. At Soak, we give people the chance to unplug and enjoy genuine, in-person conversations with friends, family or even yourself.”
A global movement Soak is one of many brands around the world focusing on social wellness. In North America, Othership’s urban bathhouse and contrast bathing concept is making a splash – and CEO Robbie Bent shared his big ambitions to expand with Spa Business (www.spabusiness.com/othership).
Arc was the first UK concept to make its debut. It launched in Canary Wharf, London’s financial hub, in January. Owner Chris Miller, ex-commercial director at Soho House Group, is already eyeing other properties in the capital (see www.spabusiness.com/arc)
Meanwhile, Therme Group is on track to bring its social wellness oasis to the US, Canada, the UK and South Korea (see www.spabusiness.com/thermegrouprollout)
Soak portfolio
• Mermaid Beach, Gold Coast
• West End, Brisbane
• Alexandria, New South Wales
• South Yarra, Victoria (opening Q2 2025)
• Bondi Junction, Sydney (opening late 2025)
Read more from this issue of Spa Business magazine
View contents of Spa Business 2025 issue 2
Editor’s letter: The Gen Z effect
With young adults reshaping our industry, affordable, community-based models are thriving, while traditional spas risk being left behind
Spa people: Novak Djokovic
Game, set, spa. The tennis star is poised to launch a biohacking pod while also entering a multi-year ambassador partnership with Aman
Spa people: Peter Attia
One of the most respected names in longevity medicine has co-founded preventative health clinic, Biograph
Spa people: Alexis Dean
The founder of Soak is on a mission to deliver social wellness without the hefty price tag across Australia
News report: Young influencers
Millennials and Gen Zers are redefining the wellness landscape according to new research by McKinsey
News report: Double vision
Fresh data from RLA Global reveals that hotels delivering wellness earn twice as much as those that don’t
Project preview: Laugarás Lagoon
Contrast bathing and fine dining are two USPs of a new geothermal destination in Iceland’s Golden Circle
Interview: Suzanne Holbrook
Marriott’s new global leader of spa, fitness and wellness talks candidly to Katie Barnes about her plans for the world’s largest hotel spa portfolio
Ask an expert: Vagus nerve
Insider insights into why this critical nerve is a key to wellbeing and how supportive treatments are set to shake up spa menus. Kath Hudson reports
Research: Marginally speaking
CBRE’s latest numbers show that spa revenues in US hotels have edged upward, profits have slipped slightly and costs are down
Investigation: Dealing with death
With a new openness emerging around the subject of end-of-life care, Julie Cramer investigates whether spas could offer death doula services
Trend: Head first
Judy Chapman tries out brain mapping at Gwinganna to see why it’s become so popular
First person: Relaxation rebooted
Does AI massage have a place in luxury spas? Cassandra Cavanah heads to The Ritz-Carlton Bacara, Santa Barbara to find out
Contrast therapy, based on the alternation of hot and cold rituals, has become one of the
most valued practices in the fields of wellness and recovery. [more...]
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Alexis Dean has a background in corporate law and health club management / photo: Soak Bathhouse
“We saw a genuine gap in the wellness space – traditional bathhouses and spas [in Australia] often felt either too expensive, too exclusive or too time-consuming,” says Alexis Dean, co-founder of Soak Bathhouse. “We wanted to change that by finding a way to make wellness something people could fit into their everyday lives, without the hefty price tag or the need to set aside an entire day.”
With a background in corporate law and managing health clubs, Alexis founded Soak with her husband, Niki, five years ago with the intention of creating a portfolio of urban oases to make wellness easy, accessible and affordable.
The couple, who launched their flagship on the Gold Coast in Queensland in November 2020, recently unveiled plans for a fifth location (see p24) and are actively seeking further sites to accelerate Soak’s national rollout.
“Our current sites are close to or at capacity, so we have a large focus on new site acquisition,” Alexis tells Spa Business, adding that their first bathhouse has been growing by more than 10 per cent each year in terms of visitation and revenue. She reveals that aside from the two sites already announced, they have more properties in the pipeline for 2025 and are eyeing international expansion. “We’re actively having conversations to take Soak to the US,” says Alexis, “but it has legs in many overseas markets, so we’re seeking out partners [in other countries] to see it reach its full potential abroad.”
The SOAK concept Each Soak location combines communal bathing facilities inspired by nature and designed to foster connection with a selection of private wellness treatments.
Every bathhouse includes magnesium-infused mineral bathing pools, cold plunges, steamrooms, outdoor showers, a spa garden, a cedarwood sauna, relaxation spaces and changing rooms. Treatments range from full-body massages and LED red light facials to infrared sauna sessions and meditation classes.
Soak also hosts regular events at its bathhouses, including Soak and Sound evenings where guests relax in hydro facilities while listening to local musicians.
Some properties also include co-working spaces and offer corporate wellness packages.
“We create a tranquil and beautiful natural environment in all of our urban locations,” says Alexis, “from the colour scheme to the finishes, we’ve brought in all of the natural materials so guests get that connection to nature, which helps with that real sense of relaxation.”
Aiming for affordability “Soak is a place you can come every day, every week or every month and start to build wellness routines into your life because that’s how you create meaningful change,” Alexis says, explaining that accessibility and affordability are key. “Whether you have 90 minutes or an entire afternoon, you can drop in, unwind, and leave feeling better than when you arrived. Guests walk in carrying the weight of their busy lives and leave feeling lighter, more centred and completely rejuvenated.”
With four bathing packages available, Soak’s classic day spa experience lasts 90 minutes, costing AU$59 (US$38, €33, £28) on weekdays and AU$69 (US$44, €39, £33) on weekends. The package provides guests with access to all wet and thermal facilities and features complimentary robe hire and refreshments.
Massages cost AU$110 (US$70, €62, £53) for 50 minutes, while memberships start at AU$99 (US$63, €56, £47) for a year – there are seven options in total – and include one Soak session, one infrared sauna or LED facial, half price birthday soak and massage and other discounts.
Shift in perspective “Wellness is no longer seen as a luxury – it’s an essential part of everyday life,” Alexis says. “The pandemic was a huge wake-up call.
“From an industry perspective, there’s also been a huge shift away from radical quick fixes and extremes toward simple, sustainable and holistic wellbeing. Instead of waiting until burnout hits, people are taking a proactive approach – prioritising self-care, recovery and stress relief before they reach breaking point. That’s exactly why we created Soak.”
She says guests at Soak range from young professionals looking to destress after work and parents craving me time to groups of friends catching up in a way that feels good. It also sees athletes and fitness enthusiasts coming for recovery and retirees focusing on longevity.
What sets Soak apart the most, however, is its strong focus on social wellness. “Australians are fortunate to have some incredible wellness spaces and it’s exciting to see the bathhouse category gaining traction here,” she concludes. “While many traditional bathhouses prioritise silence and introspection, we believe that wellness is just as much about conscious connection as it is about self-care.
“We’re living in a time where so much of our interaction is digital, yet loneliness is a real issue. At Soak, we give people the chance to unplug and enjoy genuine, in-person conversations with friends, family or even yourself.”
A global movement Soak is one of many brands around the world focusing on social wellness. In North America, Othership’s urban bathhouse and contrast bathing concept is making a splash – and CEO Robbie Bent shared his big ambitions to expand with Spa Business (www.spabusiness.com/othership).
Arc was the first UK concept to make its debut. It launched in Canary Wharf, London’s financial hub, in January. Owner Chris Miller, ex-commercial director at Soho House Group, is already eyeing other properties in the capital (see www.spabusiness.com/arc)
Meanwhile, Therme Group is on track to bring its social wellness oasis to the US, Canada, the UK and South Korea (see www.spabusiness.com/thermegrouprollout)
Soak portfolio
• Mermaid Beach, Gold Coast
• West End, Brisbane
• Alexandria, New South Wales
• South Yarra, Victoria (opening Q2 2025)
• Bondi Junction, Sydney (opening late 2025)
Read more from this issue of Spa Business magazine
View contents of Spa Business 2025 issue 2
Editor’s letter: The Gen Z effect
With young adults reshaping our industry, affordable, community-based models are thriving, while traditional spas risk being left behind
Spa people: Novak Djokovic
Game, set, spa. The tennis star is poised to launch a biohacking pod while also entering a multi-year ambassador partnership with Aman
Spa people: Peter Attia
One of the most respected names in longevity medicine has co-founded preventative health clinic, Biograph
Spa people: Alexis Dean
The founder of Soak is on a mission to deliver social wellness without the hefty price tag across Australia
News report: Young influencers
Millennials and Gen Zers are redefining the wellness landscape according to new research by McKinsey
News report: Double vision
Fresh data from RLA Global reveals that hotels delivering wellness earn twice as much as those that don’t
Project preview: Laugarás Lagoon
Contrast bathing and fine dining are two USPs of a new geothermal destination in Iceland’s Golden Circle
Interview: Suzanne Holbrook
Marriott’s new global leader of spa, fitness and wellness talks candidly to Katie Barnes about her plans for the world’s largest hotel spa portfolio
Ask an expert: Vagus nerve
Insider insights into why this critical nerve is a key to wellbeing and how supportive treatments are set to shake up spa menus. Kath Hudson reports
Research: Marginally speaking
CBRE’s latest numbers show that spa revenues in US hotels have edged upward, profits have slipped slightly and costs are down
Investigation: Dealing with death
With a new openness emerging around the subject of end-of-life care, Julie Cramer investigates whether spas could offer death doula services
Trend: Head first
Judy Chapman tries out brain mapping at Gwinganna to see why it’s become so popular
First person: Relaxation rebooted
Does AI massage have a place in luxury spas? Cassandra Cavanah heads to The Ritz-Carlton Bacara, Santa Barbara to find out
The UK's four Chief Medical Officers have published a refreshed edition of Physical activity
guidelines: UK Chief Medical Officers' report, updating the evidence that underpins the nation's
physical activity recommendations and placing greater emphasis on strength, balance, reducing
sedentary behaviour and, for the first time, supporting people taking weight loss medications.
Anna Bjurstam has left her role as Wellness Pioneer at Six Senses Hotels and Resorts and
launched a new wellness, longevity and “consciousness consultancy” called Wahayla.
Fairmont Cheshire, The Mere, has opened today (10 July) in the Northwest of England with a
1,715sq m Fairmont Spa that has been designed using a ‘Wellness without Walls’ concept.
Wellness hotels generating less than US$1 million (€932,700, £785,200) – or 10 per cent of
total revenue from wellness and leisure – recorded the strongest RevPAR and TRevPAR growth
in 2025 across categories when compared with 2024, according to the latest Wellness Real
Estate Report by RLA Global, produced in partnership with P and L benchmarking firm HotStats.
Lefay Resorts, the portfolio of two luxury wellness properties in Italy, has added emotional
dance classes and group cold plunge sessions in response to market demand for social
connection.
Aditya Saluja, an industry leader in luxury wellness hospitality, has been
appointed as
commercial director of spa and wellness for the spa management division of
Minor Hotels,
MSpa International.
Preidlhof Luxury DolceVita Resort, a destination resort and spa in Naturno, South Tyrol in Italy,
will reveal a new spa in February 2027, which has been designed by wellness expert and
consultant Patrizia Bortolin.
Contrast therapy, based on the alternation of hot and cold rituals, has become one of the
most valued practices in the fields of wellness and recovery. [more...]
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