Geothermal wellness has landed.
What’s happening: WorldSprings, operator of outdoor hot springs destinations, will open this summer on the outskirts of Zion National Park in Utah.
Hot spot. Its third property, Zion Canyon Hot Springs joins a property in the Coloradan Rockies and a nine-acre flagship in North Texas.
Each site sections off pools into regional specialities, with mineral contents formulated to mimic healing waters of Japanese island Hokkaido, Iceland’s Blue Lagoon, and the Dead Sea.
Complemented by barrel saunas, cold plunges, spa, and a cafe, the experience is designed to send visitors home with lower stress, increased recovery, and greater social connection.
Springing up. WorldSprings is tapping Vimla Black-Gupta and Jackie Stauffer—both former marketing execs at Equinox—to accelerate expansion, aiming to triple its portfolio through destination and urban locations across the US.
Punchline: Acknowledging the “once-in-a-generation opportunity” for the US hot springs market, it’ll be going head to head with European mineral springs resort operator Therme in Dallas and DC, Deepak Chopra-backed AMEYALLI near Salt Lake City, and assuredly more to come.
