Aqua Sana Spa appoints new group spa manager

Aqua Sana has announced a change in leadership, with Laura Freeman stepping into the role of group spa manager.

With 18 years’ experience in the spa industry, Freeman started as a beauty therapist at Fairmont St Andrews in 2007, before moving to Champneys as a spa manager in 2011. She joined Aqua Sana Woburn Forest in 2014.

Freeman was instrumental in the opening of the Woburn Forest spa, progressing from assistant treatment manager to spa manager, supporting more than 130 colleagues.

In her new role as group spa manager, Freeman heads up the entire Aqua Sana team across six locations, and will be working closely with the director of spa, Stuart Angus, to drive the brand’s evolution.

As well as overseeing all the spa teams, Freeman will be working closely with the spa managers at each village. She will support with operational and brand standards as well as ensuring consistency.

Freeman will work to enhance Aqua Sana’s forest apas by focusing on three key areas – brand consistency, brand awareness and streamlining operational procedures.

“My goal is to provide a consistent brand experience across all the spas and the entire guest service journey,” said Freeman. “This is vital for building trust, strengthening our identity and delivering a seamless spa experience, plus keeping us competitive.

“Additionally, I will focus on streamlining our operational procedures to improve efficiency.”

Freeman has plans to develop the spas’ wellness offerings, enhancing the current menu with new and exclusive treatments.

“This includes incorporating new technology, holistic massage techniques and expanding our offerings for those living with or beyond cancer,” she said.

“I have identified opportunities to grow our wellbeing workshops that incorporate sauna rituals and sound bathing. We aim to provide a more diverse, personalised experience, addressing guests’ physical, mental and emotional wellbeing.”

A new identity for Aqua Sana

Center Parcs’ has also revealed a new identity for the Aqua Sana brand, which will now be known as Aqua Sana Forest Spa.

The change has been devised to better reflect the spa brand’s forest spa offering. Aqua Sana Elveden Forest underwent a £6.5m transformation into a forest-escape spa in October 2023.

“The evolution is a natural step forward to align with our unique experience in the heart of the forest,” said Angus. “Over the last five years, we have been transforming our sites into our forest spa concept.

“We felt now was the right time to also evolve our branding to better reflect who we are to guests.”

[comfort zone] product partnership

Aqua Sana Forest Spa has also launched a new product partnership with Italian skincare brand [comfort zone].

Five new [comfort zone] treatments will be available across Aqua Sana’s six locations, from November 1.

Treatments include an Acupressure and Cryo Body Sphere massage, designed to increase circulation and stimulate drainage, exclusive to Aqua Sana Forest Spa.

Signature [comfort zone] treatments will include the Himalayan Salt Back, Face and Scalp massage, plus the Gua Sha Revitalising and Toning massage.

“Being the first spa in the UK to offer the Acupressure and Cryo Body Sphere massage will really enhance our unique offering to guests,” said Angus. “There is a natural alignment between our two brands and I’m excited to see the partnership develop further.”

“We completely align with Aqua Sana Forest Spa’s mission to combine spa with the power of science and the beauty of nature,” added Tracy Brasenell, UK country manager at [comfort zone].

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