The social wellness segment is about to get a foothold in one of hospitality's most competitive arenas. Oakwell Beer Spa, the Colorado-based concept that pairs private spa suites with a craft beer and wine taproom, has signed its first franchise agreement, with husband-and-wife team Andrew and Gina Lanzino set to bring the brand to Las Vegas. The deal marks the first franchise agreement since Oakwell began offering franchise opportunities earlier this year and represents the brand's debut outside of its home state.
The Franchisee Profile
Andrew Lanzino brings unusual credentials to the venture. An Air Force veteran who settled in Las Vegas after completing his service in 2004, he earned both a bachelor's degree and an MBA from UNLV before building a career as a corporate strategist. His most recent role was Senior Vice President of Strategy & Citywide Events at MGM Resorts International, where he helped execute marquee events including Super Bowl LVIII, the Formula 1 Las Vegas Grand Prix, and New Year's Eve on the Strip. He currently teaches Strategy & Implementation at UNLV's Harrah College of Hospitality while pursuing a PhD in Global Tourism & Hospitality. Gina Lanzino brings a background in sales, marketing, and operations and serves as founder and president of 5678 Dance, a Las Vegas nonprofit.
"Las Vegas runs at full speed around the clock," said Andrew Lanzino, Founding Franchisee of Oakwell Beer Spa. "The world is stressful, everyone has packed too much into their schedules, and most people don't have many places to go that aren't another bar, restaurant, or gym. We want to give them somewhere to slow down, reconnect, and genuinely relax."
Operator Model and Market Strategy
For operators watching the wellness-hospitality convergence, Oakwell's format is worth studying. The concept deliberately reduces dependence on licensed service provider staffing — one of the most persistent cost and scheduling challenges in traditional spa operations — by centering the experience on technology-enabled hydrotherapy soaking tubs, infrared saunas, and rain showers rather than hands-on treatments. That structure lowers the labor complexity that has kept many full-service spa concepts from scaling, making it a more accessible entry point for franchisees coming from hospitality or food-and-beverage backgrounds rather than the spa industry.
The Lanzinos are currently evaluating locations with a focus on the Las Vegas Arts District, a walkable neighborhood that has become a draw for residents and visitors seeking experiences beyond the Strip's casino corridor. The positioning reflects a broader trend in experiential beverage and hospitality concepts gravitating toward urban mixed-use neighborhoods where foot traffic skews toward repeat local customers rather than transient tourists alone.
Expansion Targets
Oakwell opened its first location in Denver in 2021 and currently operates two company-owned sites in Colorado. The brand has identified more than 100 target growth markets nationwide and is actively pursuing franchise partners in Phoenix, Austin, Atlanta, Detroit, Boston, Kansas City, and Charleston, in addition to Las Vegas.
"When we started Oakwell, we weren't just trying to build a spa," said Damien Zouaoui, Co-Founder and Chief Growth Officer. "We wanted to create a hospitality concept that guests would love and that operators could easily scale."
Co-Founder and CEO Jessica Zouaoui noted that the founders themselves were inspired by international travel — spending 14 months across 25 countries sourcing hospitality concepts before launching Oakwell. Andrew Lanzino's own path mirrors that origin: he first encountered the beer spa format while visiting Prague during his MBA studies, eventually finding in Oakwell the model that matched his vision for Las Vegas. Operators interested in the franchise opportunity can learn more at www.oakwellfranchise.com.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
