I sit down with Jessica and Damien Zouaoui, the founders of Oakwell Beer Spa, to unpack how they built one of the most creative hospitality concepts in the country.

What started as a simple realization during their travels—that beer spas existed around the world but not in the United States—turned into a wildly successful business blending craft beer culture, wellness, and an exceptional guest experience.

We talk about how they identified a massive piece of “whitespace” in the market, the risks of launching a concept people didn’t yet understand, and the operational discipline required to deliver world-class hospitality.

For gym owners and entrepreneurs alike, this conversation is a masterclass in differentiation, customer experience, and building something people didn’t even know they wanted.