When Allison and Marty Langenderfer launched the Spavia brand in 2005, they carefully selected the name of their new spa concept. In many languages, the word "via" means "route" or "pathway," so their interpretation of Spavia is the route or journey to wellness. Today, they are a franchise business with more than 60 locations across the United States. Celebrating their 20th anniversary with Spavia, the Langenderfer family is launching a new concept, Sway Wellness Spa, with its flagship location in downtown Denver. 

Leading the helm is the Langenderfers' 27-year-old daughter Emily Langenderfer, Sway co-founder and director. “Just as Spavia has wellness across the United States, we are looking to do the same in metropolitan cities with Sway, targeting the Gen Z market,” says Emily, who was happy to share the eponymous story behind Sway.

“Sway evokes a sense of balance between restoring your body and refreshing your mind—we sway between the two because our space cultivates wellness for both the physical body and the mind,” she says.

The space itself evokes a lot of movement. The beautiful retail area is shaped like an S, and soothing drapes divide the rooms instead of rigid walls. “The design leans into the social landscape of the younger generation, and we even have a swinging chair that mimics the movement of swaying back and forth.” 

While Spavia locations tend to reside in affluent suburbs, Sway is staking its claim in a metro environment. “We have seen an increasing prioritization of mental health and wellness in the younger generations, who often move into a city after they graduate, embracing the hustle and bustle of their new careers,” Emily explains. 

Technology Influenced

Sway combines traditional spa experiences, such as facials and massages, with more science-backed recoveries now available through technology. For example, guests can experience the PEMF (Pulsed Electromagnetic Field) mat, which offers multiple benefits of infrared technology. They can also incorporate Microcurrent technology into their facial, top off their visit with a cold plunge or a hot sauna, or sample LED light therapy or lymphatic drainage compression boots.

The star of Sway’s tech-based offerings is the Aescape robot massage. “It is an amazing tool for people to utilize as an express option—if they’re at work or just finished a workout, they can pop in for a 15 or 30-minute session,” Emily says. “It works a bit like massage on demand, whereas our massage therapists are booked so far in advance you can’t just pop in.”

If you haven’t experienced the Aescape robot, the client lies facedown on the table in a skin-tight suit that allows the robot’s warmed ‘hands’ to glide effortlessly over the body. The client can customize various aspects of the massage, including pressure, music, and lighting, through an interactive interface. 

“The robot has 3D sensors that take a full body scan before starting the treatment, so it knows the exact measurements of your body, and that information is stored in the device,” Emily says.  “When you come again, it knows your body shape and your preferences for pressure and music,” she explains. 

Accessible and Affordable

The other way Sway customizes the wellness experience for Gen Z consumers is through price points that are accessible and affordable for budget-conscious guests to incorporate into their routines. 

For $99 a month, guests can choose from three different memberships:

• The Remedy Room membership includes four monthly visits where guests can experience Sauna, Cold Plunge, LED Light Therapy, Lymphatic Drainage, and the Compression Boots. 

• The Spa Club membership offers a choice between a targeted facial or massage.

• The Aescape Robot Massage membership offers four monthly visits for 30 minutes each.

Guests can also gift their monthly membership to a significant other or family member, allowing them to experience Sway in their place. 

"Spas tend to be female-dominant, and we often see our female guests gift their membership to a significant other. Once he comes in, he’ll frequently decide he needs his own membership,” says Emily. 

Community-Focused

Finally, Sway targets the Gen-Z market by creating a community-forward spa. 

“Especially coming through the pandemic, the younger generation is looking for places that cultivate community—they aren’t necessarily going out to bars to meet people or other experiences that don’t align with their goals for health and wellness,” Emily says. “We strive to have community events, such as a Member+One event where guests can introduce a friend to Sway.”

Sway is located in Larimer Square, a foot-traffic shopping area in the heart of Denver, that frequently hosts community events. 

“There are markets in the summertime and indoor events at the holidays, and lots of opportunities to partner with local businesses,” she says. “For example, the coffeeshop Huckleberry Roasters is launching its new seasonal menu in September, and we’re leaning into that with them with a Sip and Sway event.

Plans for Expansion

Sway is looking toward its parent company as it plans for expansion, targeting the metropolitan areas of cities where Spavia has suburban spas.

“Our next expanded market is Dallas with a Sway opening there in early 2026, and we’ll open our third location soon after,” Emily says. “We’ve definitely seen some interest from our Spavia franchisees who are looking to grow their operations with a Sway location.”