The Soul Spa
Transformed The Soul Spa from a relatively unknown business to a mainstay in Bath's wellness scene – achieving 100% weekend capacity and significant brand awareness – by building a strategic marketing foundation and equipping their team to execute it independently
The Soul Spa came to me with a vision: they wanted to become the wellness destination in Bath. They had capacity – three practitioners offering five sound baths daily – but they weren't filling it. Saturdays were busy, but Sundays were consistently quiet. More importantly, they lacked visibility. Most people in Bath didn't know they existed.
The owner was ambitious: "We want everyone in Bath to know who we are." But they also knew they couldn't do it alone. They needed someone to build the strategy, execute it, and then equip their team with the systems and confidence to sustain it independently.
That's where I came in.
The Strategy
I didn't come in to do the work for them - I came in to build the strategy with them and make sure they could run it themselves. Over twelve months, we constructed a complete marketing foundation:
Influencer Partnerships: I identified local influencers and wellness advocates aligned with their brand, briefed the Soul Spa team on exactly how to approach them, what to say, and how to manage the relationships for maximum impact. This wasn't outsourced, they owned it.
Email Marketing: They had a dormant email list of over 3,000 people – a massive untapped asset. I helped them develop a strategy to activate it, turning that list into a consistent booking driver.
Strategic Partnerships: I introduced them to my network of local venues and organisations – Bath Preservation Trust, Holburne Museum, Royal Crescent Hotel, and more. We set up social competitions, discussed ongoing event collaborations (including capitalising on the Bridgerton tourism frenzy), and explored joint offers. These partnerships positioned them as a connected, legitimate part of Bath's wellness landscape.
Website Automation: I streamlined their booking process and integrated systems to automate email sign-ups and reduce friction in the customer journey.
Systems: The biggest part of the consulting work was building a marketing operating system they could run themselves. I set up a Notion planner to organize their marketing calendar, track data, plan content, and keep everything visible. Their marketing lead—who also works reception and teaches sound baths—now had a system to stay on top of everything without burning out.
The Results
Fully booked weekend sound baths within three months (100% capacity across 10 daily sessions on weekends)
Sunday bookings transformed from consistently quiet to fully booked
Significantly increased local brand awareness across Bath
Team & Long-Term Impact
Marketing team upskilled and confident managing strategy independently
Still implementing and growing months after the engagement ended
Well-connected locally with partnerships and relationships positioned for ongoing growth
What the Client Said
"We brought Betsy on to help us increase brand awareness and bookings for The Soul Spa. We said we wanted everyone in Bath to know who we are—and since working together, we feel like that's more or less been achieved. Now, when I walk into a room, it's rare to meet someone who hasn't heard of us. That used to happen all the time! We can't wait to see what comes next." – Madeline, Owner
"We had noticed Sundays were always our quieter weekend day—we'd often have several spots left in our sound baths. Since implementing some of the strategies we've worked on together, we've seen a shift. For the past three months, almost every sound bath over the weekend has been fully booked!" – Grace, Manager
Why It Matters
This is what happens when you combine strategic thinking with team empowerment. The Soul Spa didn't hire me to do their marketing forever – they hired me to build a structure and teach them how to do it, set up systems to make it sustainable, and connect them with opportunities they can continue to pursue.
The result? A local business that went from relatively unknown to a household name in Bath, with weekends fully booked and a team confident enough to keep growing independently.
Contact me to start building your wellness brand’s marketing systems and support your team’s growth.
