Interview With New CMO Jackie Stauffer of Worldsprings, the U.S.’s Largest Hot Springs Operator

We previously wrote about the Texas location of WorldSprings resorts as one of the top new hot springs in 2024. But did you know it is an entire brand that’s growing?

Today they are expanding their expertise of Executives and growing their business as they plan out their new Utah site.

WorldSprings’ new “Just Add Water” identity emerges from extensive consumer research conducted with over 3,000 individuals over a 12-month period. And you’ll definitely want to add water when you visit. Not only will the stress in your muscles melt away, but you’ll be one of the 98 percent of visitors who leave feeling better than when they arrived. Now frankly, if I were the other two percent, I would try again with one of the other thirtysome hot pools.

Founded in 2021 to harness the transformative power of thermal waters across America, WorldSprings is rapidly transforming the $1.4 trillion wellness tourism market with a first-of-its-kind offering of geothermal and specially formulated mineral waters inspired by renowned global hot springs. 

WorldSprings, which has rapidly established itself as the nation’s premier outdoor wellness destination and largest hot springs operator, today announces key leadership appointments, including wellness industry veterans Vimla Black-Gupta (Equinox, Ourself, The Estée Lauder Companies) as Board Director and Advisor and Jackie Stauffer (Equinox, GORGIE, The Sprout Collective) as Chief Marketing Officer.

Only nine months after its first location opened in Dallas, WorldSprings has transformed the outdoor wellness landscape. Under the leadership of co-founders Rob Kramer, founder of Off Road Capital Management, and Steve Beckley, longtime owner of Iron Mountain Hot Springs in Glenwood Springs, CO (a WorldSprings Property), the company’s growth trajectory has rapidly accelerated. WorldSprings has achieved market leadership by consolidating established properties, forming an industry-leading executive team and board of directors, developing a new brand identity, and preparing for the Zion Canyon Hot Springs opening.

Each WorldSprings destination features as many as 53 total bodies of water, spanning geothermal and specially formulated mineral waters inspired by renowned geothermal locations in eight different countries, including the Dead Sea, Iceland’s Blue Lagoon, and Japan’s Hokkaido region, as well as freshwater pools and cold plunges. Amenities include fire pits, outdoor showers, barrel saunas, and full-service spa facilities.

Interview with CMO Jackie Stauffer

We asked Jackie Stauffer, Chief Marketing Officer to share her love of WorldSprings with us.

Jackie Stauffer joined WorldSprings as Chief Marketing Officer in early 2024, leading the brand’s launch and growth with a dynamic digital-first strategy. With deep expertise in e-commerce and retail, she previously founded The Sprout Collective and held leadership roles at Food52, Equinox, and Estée Lauder, driving consumer engagement across multiple industries.

Marcus: Tell us more about your vision for WorldSprings and how you chose your locations?

Jackie: At WorldSprings, we are on a mission to simplify wellness through the time-tested tradition of the soak experience. Designed for relaxation, rejuvenation, and holistic well-being, our geothermal waters counter the overly complicated wellness routines that have become commonplace.

WorldSprings is proud to be the nation’s largest provider of hot springs, with locations in Glenwood Springs, CO, The Colony, TX, and our third location opening this summer in La Verkin, UT.

The key considerations for where we will open a WorldSprings property are the available natural resources and proximity to our target audience. We take pride in providing the community with access to healing waters, cold and heat therapies, and a place for interpersonal connection in each location.

Marcus: I love that you share details on the minerals in your waters and their health benefits. Tell us more about your emphasis on health benefits. Are there any of your springs with particularly unique benefits or minerals? For example some of Serbia's most popular hot springs are slightly radioactive.

Jackie: Our mineral hot springs are inspired by famous geothermal locations worldwide, including Iceland’s Blue Lagoon and the Dead Sea. With temperatures ranging from 85°F to 104°F, guests may experience an array of therapeutic benefits tailored to their wellness needs. These include stress reduction, muscle recovery, improved skin health, joint pain reduction, mental and physical relaxation, gastrointestinal relief, deeper sleep, and increased interpersonal connections.

Marcus: My personal background is in water resources and environmental impact assessment. Tell us more how you protect and conserve the environment around your springs, and how you take sustainability into account?

Jackie: Water and hot springs are central to operations, and we constantly consider leveraging this wonderful natural resource and reducing environmental impact. As such, our water is recirculated and changed out every three months or as necessary to ease concerns over water conservation. We also cover our pools at night to help with evaporation and ensure their water usage is lower than that of other commercial businesses. Our Dallas location’s geothermal energy usage powers the equivalent of 18,525 homes!

Marcus: Inclusion and accessibility are important to our readers. How do you support these factors at your springs?

Jackie: We equally value accessibility and inclusivity on our properties and strive to offer an experience that meets the needs of any guest, regardless of age, gender, or physical needs. Each facility offers wheelchair-accessible entrances, pool access, parking, and seating. We also aim to offer an accessible entrance price, with an adult soak experience beginning at $39 and $15 for guests under 18.

Marcus: Hot springs are traditionally very much part of local culture, and many myths include hot springs. How do you work with the local community at each of your springs?

Jackie: WorldSprings is an outdoor, social-wellness destination designed to help every guest recharge, reconnect, and feel better. Each property is intentionally designed to help foster interpersonal connections. Our pools' small, intimate size broker natural conversation, where topics can range from "where are you from" to "how did you hear about WorldSprings," and organic conversation flows from there. We also solicit feedback regularly from our guests so that we can adapt our offering to their preferences. Where possible, we partner with local brands and support local businesses with our on-site offerings to champion and support our neighbors.

Marcus: What is the most interesting thought you've had while soaking in one of your springs?

Jackie: I may work for the company but choose to be here as a consumer. Thinking about how relaxing the experience is, where I can put my screens down, unplug, chat with strangers, or have quiet time and just “be” is truly a modern-day luxury.