#198 - From Corporate Jobs to a National Wellness Brand: The Oakwell Beer Spa Story

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From day one, we were booked at 100 % occupancy, 8 a.m.

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to 10 30 p.m.

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seven days a week for the first three and a half years in business.

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All right, you all welcome back.

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It isn't too often that we are blessed with the presence of a couple.

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So we were talking before the podcast.

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We've done this one other time, but from my previous 10 minutes of conversation with
Damien and Jessica, this is going to be really fun.

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When you get a couple that builds entrepreneurial things together, there's usually special
conversation that comes out of it.

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So I'm excited that today we have Damien and Jessica Zuawi gotten it down.

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The husband and wife founders of Oakwell Beer Spa.

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I'm excited to hear all about this.

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Before launching the company, Damian and Jessica were working corporate jobs in New York
City, but they felt the pull to build something of their own.

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So they made a bold decision.

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They quit their jobs, sold everything they own and spent 14 months traveling through 25
countries, searching for the right business idea.

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That idea came when they stumbled upon a beer spa in Poland.

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and realized they could bring a modern version of the concept here to the United States.

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So in 2021, they opened Oakwell Beer Spa in Denver, creating a unique experience that
combines wellness treatments like beer baths and infrared saunas with a craft beer

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taproom.

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The concept has quickly become one of the most talked about wellness experiences in
Colorado and now expanding to new locations.

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Damien and Jessica, welcome to the necessary entrepreneur.

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Nice.

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We're excited to be here.

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Did we do that well?

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Did we do this experience of Oak Well well?

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We're going to steal that fair commercial.

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That was awesome.

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I just want three cents as the commission.

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Okay.

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Five cents.

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Good.

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Okay.

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You right.

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You convinced me.

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Um, all right.

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So this is a unique idea.

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love when I come up a beer.

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I'm like, now, wait a minute.

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Okay.

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I have this experience with beer and going out in the town.

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And sometimes we have a few too many and the craft beer explosion.

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What's happened, but to combine this with the spa, a beer spa, I this is so unique coming
into it.

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I said, this is either going to be boom or bust.

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So what are you guys doing and what have you done over the past five years to make sure
it's a boom?

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Yeah, that was one of our biggest things, right?

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This could very easily turn into a gimmicky thing where people just come once, they pour a
pint of beer on their head, take some Instagram videos and then call it a day and never

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come back.

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So we really focused on the wellness benefits of the experience, um on the social aspect
as well.

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So it's a social day spa experience.

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You come with your significant other, you come with your best friends, you have a really
good time.

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And there's a powerful uh feeling that you have afterwards.

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You're really relaxed.

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Your skin is soft and smooth.

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The hospitality that we provide is next level.

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So it really provides an experience that you want to come back to time and time again.

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It's not about the drinking.

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Our guests enjoy two pints of beer on average.

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So it's not a place that you're coming to get hammered.

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You're just enjoying a glass or two or a pint of two to aid in the relaxation.

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But those are really the big things that we focused on to make sure that this wasn't just
a gimmicky one and done touristy situation.

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And it's proven out.

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mean, we have now our second location.

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Both locations are doing extremely well.

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We're starting to sell franchises nationwide.

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We have memberships, we have guests that come in every single month as their date night
experience with their significant other.

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So we've really proven that it's not just a bust one time tourist experience.

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What do you, um, if it was a concern and you realize like, we have to make sure this isn't
gimmicky.

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Right.

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Were any of the concerns that maybe you had, because in entrepreneurship, we have to make
a decision and go all in.

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Any of the concerns you have, were they relevant?

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Yeah, yeah, absolutely.

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Well, the concerns that we had was going to sleep and think, do really people can once you
bath in beer, you know, and those answers to those concerns is being obsessed with

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hospitality, thought to deliver the best service at all time.

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That includes being consistent in that exercise.

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The second uh is longevity is like, okay, there is

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pure benefits to bath in an herbal bath made out of fresh herbs, barley and different
other ingredients.

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And how do we make sure that we learn from ancient traditions, culture, where in Japan,
South Korea, in Morocco, in different other countries around the world, using herbal baths

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has an element to help you to relax, exist, it's proven to create benefits to it.

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And the third is creating the best work environment for our staff that doesn't believe
they work at Disneyland or Universal Studios where it's only one day and that's it.

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Because they need to feel secure to be able to go back to work every day and thinking that

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I think this concept can be and be successful.

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Hmm.

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So it seems like I can already hear the underlyings of a really successful business
because even if you would have chosen something else on these world journeys to find the

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thing that you were going to jump into, that you wanted to provide a top level elite,
whatever you would call that service, you would have put that on whatever business you

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were going to start.

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Exactly.

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I think more than beers or spas, our obsession is hospitality, providing an experience
that you feel like royalty from the moment you walk in.

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I feel like this is something that is missing so much in the United States.

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And to be honest, in a lot of places around the world as well as if you travel to France
or other places, I mean, the level of service can often be lacking, ah but really finding

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a place that you can go to at an affordable price point because, you you go to the Grit's
Carlton, sure, but...

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how many people can really afford that on any sort of frequency.

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So we wanted to provide what one of our managers calls Michelin casual experience.

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So Michelin level service, but without being pretentious, at an affordable price point
that everyday people can afford.

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And a lot of our guests have never experienced hospitality like this before.

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You know, the moment you walk in the door, we greet you with your first name, hi, Mark,
we're so excited that you're here.

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Happy birthday.

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You know, what are you doing after this?

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We have a what's called hospitality challenge.

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So we challenge our staff to learn something interesting about all of our guests and write
it on the back of their appointment card and that gets shared with the rest of the team.

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So if you're going to a concert at Red Rocks after your spa experience and you told our
beer therapist when you checked in, now everyone else knows and we'll bring up, I heard

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you're going to this concert later.

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That's so cool.

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I love that band.

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And you feel so special.

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Like everyone's talking about me.

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Everyone knows about me.

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This is typically the only type of

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Only place that you can get this type of service is at a very high end resort.

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But we're doing this at a place where, you know, everyday people can afford to go to.

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Yeah, that's what I'm seeing here.

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Wondering even before you mentioned the Ritz that was on the tip of my tongue.

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Cause I think that's this top level hospitality that we all have to reference.

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And if you go anywhere, you know, it's like, maybe you can find one for a thousand or
1200.

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Maybe.

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Right.

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But consistently you'll find it for 2000, 3000, $4,000 a night for one night of stay
somewhere.

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And so that was the question you said at an affordable price.

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And I'm sitting here wondering like, what are you having to give up from the Ritz
experience?

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to you're able to do at Oakwell to be able to do it for this experience.

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Anything?

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No, don't think so.

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I hospitality doesn't cost anything.

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This is not, mean, to remember someone's name to if they're celebrating an anniversary,
putting a congratulations or happy anniversary banner in their room, to remember what your

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favorite beer is every time that you come in, that doesn't cost anything.

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I don't know why more companies don't put such an emphasis on this.

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ah

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Well, I think it costs your sometimes sanity, right?

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Sometimes it costs your energy and the repetition constantly on repeating exactly the same
thing until your staff members understand the importance of it, the resilience of

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constantly sticking to your SOP, best practices, training.

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So I think it's more like a mental health cost.

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The reason being is, you you spend three weeks training someone and then you put him out
there and every quarter you do skill check and every skill check is like, why he's not

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getting it?

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Right?

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And you actually need to look yourself in the mirror and say, no, no, no.

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It's not like he's not getting it.

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It's just you as a manager or leader or young entrepreneurs, you have not been cleared or
you have not been

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Uh, supportive enough to be able to, uh, to assist your team unless they don't want it.

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They don't want to do it, which is a very different story.

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Yeah.

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It seems like you guys are applying.

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What's the book unreasonable hospitality.

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It's something like that.

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Is that the, is that the book?

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Um, good, good Dara.

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think that's his last name that wrote it.

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Um, yeah, I have this experience not to compare you guys at all to a fast food chain, but
it's what Chick-fil-A does well.

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Exactly.

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We stole my pleasure from Chick-fil-A.

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we went to places like Ritz-Carlton, we went to Chick-fil-A, we went to the Four Seasons,
and we built what's called our Five Star Service Standard.

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So it's our playbook of how to provide this Michelin casual top tier hospitality
experience.

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And part of that is in the language that our team uses.

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if someone says, thank you, we never say no problem or no worries.

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There was not a problem or a worry to begin with.

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We say our pleasure.

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And that's something that we took from Chick-fil-A because we thought that's a really
pleasant feeling when someone says our pleasure to you, whether you're receiving your bag

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of french fries and chicken nuggets or you're at the end of your spa experience.

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felt like that was a really nice term.

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Yeah.

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What, what have you learned through this five year journey?

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So go back to the beginning 2021, all the things you didn't know that you didn't know.

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Um, and the challenges that you were going to face from an entrepreneurial perspective, go
back there.

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What were some of the hardest lessons to learn?

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yep.

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So I think our first one that we talked a lot about early on was picking your battles with
your team.

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We are such perfectionists and we have had this idea in mind of how it should be executed,
how our guests should be spoken to, what the experience should be like, how it should

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smell, how it should look, how clean it should be.

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You know, we dreamed all of this, dreamt all of this up.

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And we put it all in SOPs and in training manuals and we're like, it's all written on
paper.

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Like, why is it so difficult to not just follow what we have written here?

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You just have to follow the checklist and do the same thing over and over again.

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But, you know, at the end of the day, our team, they are not the business owners and we
will always care a little bit more than them.

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We're financially more invested.

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We've committed our entire life to this.

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um And ultimately, you know, I don't think our team feels like it's just a job, but at the
end of the day, there is a little bit of like, you know, you go to work to get a paycheck

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and the team that we've built now is incredible and they're really bought in and invested,
but it took a while to get to that place.

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And at the beginning, when you have your new employees that are just, you know, hourly
employees at the time, they're not as invested in you or as invested in it as you are.

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ah

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You know, it's hard not to go after them for every little thing that they're not doing
correctly.

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But we had to decide, okay, what is worth really fighting them on?

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Because we're going to create an unhappy workplace if we are constantly behind them
saying, why aren't you doing this?

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Why aren't you doing that?

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What's going on?

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So we had to pick our battles.

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So it's really, if it's something that's going to really affect the guest experience
negatively, if it's something that's going to cost the company a lot of money.

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Um, if it's something safety related, this liability related, that's what we really focus
on.

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Um, but we've learned to, okay, if they're not following the morning manager checklist
exactly to the tee every single time, but it's not making an impact on our P and L and you

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know, the guest doesn't know the difference.

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Like we have to not be on our manager's backs all the time.

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Um, so that was something it's, it's still something that we work on because we're such
perfectionists.

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but I think just.

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picking your battles with your team so you can create a happy work environment and that
your team doesn't feel like they're being micromanaged.

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On the marketing side and customer service side, I think your best marketing is actually
the service you deliver and how you deliver it.

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Of course, you need to have an incredible website, social media accounts.

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But at the end of the day, really what matters is the perception and the feeling your
guest, customer, whoever is your client, he's the one who is actually your marketer.

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He's the one who's going to spread the word.

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He's the one who is going to recommend you.

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Now, later, that's a different story and there's tools to help him to recommend us.

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Google reviews and emails and texts, any marketing tactics.

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But don't forget that I will never forget the first six months I was obsessed with like,
oh my gosh, I'm on the floor seven days a week from 6 a.m.

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to 1 a.m.

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I'm cleaning the floor, I'm doing all that, but where is the marketing?

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And I'm a marketer and I sell the marketing by her.

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That's what I do for living before.

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And I was like, okay, take a deep breath.

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I think what I've learned is when you talk to the guests, when you serve the guests, when
you deliver the service, when you say goodbye with a smile, when you open the doors, when

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you close the doors, whatever you do for the guests is your best marketing tactics.

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Hmm.

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So good.

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When you went to open the second location, did you have any concern about usually the
second location of every business usually doesn't perform with the same margin as the

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first?

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What's been your experience?

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Yeah, we were hopeful with the second location just because of how well the first location
did.

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So to paint the picture here, we opened in 2021.

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This is right as COVID restrictions were lifting.

214
00:15:52,703 --> 00:15:53,934
People had money.

215
00:15:53,934 --> 00:15:56,025
They were ready to get out and do things.

216
00:15:56,025 --> 00:15:58,206
Thank goodness we weren't opening a restaurant.

217
00:15:58,206 --> 00:16:03,822
We had a concept that was so well adapted to uh post-COVID times.

218
00:16:03,822 --> 00:16:09,082
We have private spa suites that you aren't interacting with a massage therapist or an
esthetician.

219
00:16:09,082 --> 00:16:12,862
The suites are fully cleaned and disinfected after each use.

220
00:16:13,362 --> 00:16:20,642
So our concept was perfectly adapted for people starting to get back out and do things in
public.

221
00:16:20,842 --> 00:16:25,742
And so from day one, we were booked at 100 % occupancy.

222
00:16:25,742 --> 00:16:27,622
And it sounds like a joke, but it's not.

223
00:16:27,622 --> 00:16:29,782
100 % occupancy, 8 a.m.

224
00:16:29,782 --> 00:16:30,942
to 10 30 p.m.

225
00:16:30,942 --> 00:16:32,014
seven days a week.

226
00:16:32,014 --> 00:16:34,834
for the first three and a half years in business.

227
00:16:34,834 --> 00:16:41,014
We had a wait list of 100 people long at any given point, at any point in time.

228
00:16:41,014 --> 00:16:44,894
So we're waiting six to eight weeks to make an appointment.

229
00:16:45,454 --> 00:16:49,354
So we were very successful with the launch of our first one.

230
00:16:49,354 --> 00:16:57,166
So we were thinking if we even do somewhere near that, you know, then it will, then it'll
be a success.

231
00:16:57,166 --> 00:17:02,740
ah Our guests were getting frustrated as well that we were booking out so far in advance.

232
00:17:02,740 --> 00:17:04,741
They would have friends or family coming into town.

233
00:17:04,741 --> 00:17:10,174
They'd want to bring them, but sorry, you have to wait eight weeks for an appointment or
put your name on the wait list.

234
00:17:10,314 --> 00:17:16,558
So we knew by opening the second location, our occupancy would likely decrease a little
bit at the first location.

235
00:17:16,558 --> 00:17:19,200
Now they have two options and more availability.

236
00:17:19,200 --> 00:17:20,758
um

237
00:17:20,758 --> 00:17:25,120
And so, you know, we opened the second location and exactly that happened.

238
00:17:25,120 --> 00:17:29,592
know, our occupancy decreased a little bit at the first location, but to a healthy level.

239
00:17:29,592 --> 00:17:33,734
I mean, at the end of the day, it's not really healthy to be at 100 % occupancy.

240
00:17:33,734 --> 00:17:35,605
You have no time to do maintenance.

241
00:17:35,605 --> 00:17:46,059
It results in a lot of, you know, if you need to do equipment maintenance or touch up
painting or repair something, you're coming in at midnight in order to do that because

242
00:17:46,059 --> 00:17:48,654
then you're back at a fully booked day the next day.

243
00:17:48,654 --> 00:17:54,339
And it's also hard on the team to be like, go, go, go 24 seven open to close.

244
00:17:54,400 --> 00:18:00,286
So with the second location, we did have our occupancy decrease a little bit, but she was
still a very healthy level.

245
00:18:00,286 --> 00:18:05,552
um And then now our second location, we've been open for almost a year now.

246
00:18:05,552 --> 00:18:09,986
And revenue wise, we are basically at where we are with the first location.

247
00:18:09,986 --> 00:18:12,198
So we've had a very healthy ramp up.

248
00:18:12,428 --> 00:18:14,503
So then now it's time to scale.

249
00:18:15,032 --> 00:18:16,535
So now it's time to scale.

250
00:18:16,535 --> 00:18:17,779
Franchise.

251
00:18:17,806 --> 00:18:18,420
What's gonna look like?

252
00:18:18,420 --> 00:18:19,154
Tell me about this.

253
00:18:19,154 --> 00:18:20,811
Damien wants to get in on this.

254
00:18:21,026 --> 00:18:21,800
Yes.

255
00:18:21,800 --> 00:18:35,001
The second location was really, you know, so the first location was we were fortunate
enough with hard work to be able to find a lot of success with the support of the

256
00:18:35,001 --> 00:18:35,802
community.

257
00:18:35,802 --> 00:18:45,090
First of all, let's not forget that Denver, Colorado, it's almost like in California, the
people here love supporting small businesses.

258
00:18:45,090 --> 00:18:50,954
And right during COVID and after COVID, actually, people really went big, big on

259
00:18:51,222 --> 00:18:54,604
supporting small businesses and giving them a chance.

260
00:18:54,624 --> 00:19:08,102
So, you know, from that point where like, okay, we're bootstrapped, we've built this
ourselves, we need to recreate a new one and going through that painful process.

261
00:19:08,102 --> 00:19:13,234
It's painful to build something from scratch that no one else has built.

262
00:19:13,234 --> 00:19:19,788
uh With a professional GCE, professional architects, engineer.

263
00:19:20,138 --> 00:19:26,583
all the whole crew and the best of the best to be able to build a prototype to scale.

264
00:19:26,583 --> 00:19:29,165
Because the first one was not the reality.

265
00:19:29,165 --> 00:19:33,207
So we went through that painful uh time.

266
00:19:33,688 --> 00:19:43,676
It went extremely well because we were surrounded with the right people and then launching
a store without the COVID effect, right?

267
00:19:43,676 --> 00:19:45,476
Without the...

268
00:19:47,634 --> 00:19:49,255
It was pure positivity.

269
00:19:49,255 --> 00:19:51,037
I COVID is almost over.

270
00:19:51,037 --> 00:19:56,581
was like, there's no new administration taking over the office.

271
00:19:56,581 --> 00:19:57,782
There's no tariff.

272
00:19:57,782 --> 00:19:59,103
There's none of that.

273
00:19:59,103 --> 00:20:01,264
It was just pure happiness.

274
00:20:01,445 --> 00:20:04,687
It was a perfect time to launch a business.

275
00:20:04,927 --> 00:20:13,353
And now, okay, let's start again from scratch, building it from scratch with a big
different budget, right?

276
00:20:13,414 --> 00:20:14,254
And...

277
00:20:14,344 --> 00:20:17,967
How do we launch this in a market where it's very different?

278
00:20:17,967 --> 00:20:21,307
We're 38 miles south, the new one from the first one.

279
00:20:21,307 --> 00:20:23,342
The first one is downtown Denver.

280
00:20:23,342 --> 00:20:24,683
We've got visitors.

281
00:20:24,683 --> 00:20:27,225
We've got people from California, New York.

282
00:20:27,225 --> 00:20:32,590
mean, there's everyone, so many people from different walks of life.

283
00:20:32,790 --> 00:20:37,044
The south, the store south is more suburban area.

284
00:20:37,044 --> 00:20:39,235
So we have much more locals.

285
00:20:39,476 --> 00:20:41,858
And how do you market that to?

286
00:20:41,858 --> 00:20:44,809
busy parents, busy people work during the day.

287
00:20:44,809 --> 00:20:48,460
And then once you have some fun time, relaxing time at night.

288
00:20:48,460 --> 00:20:53,941
it was a very different strategy and different way of marketing.

289
00:20:53,941 --> 00:20:57,692
So with that in mind, yes, let's scale.

290
00:20:57,692 --> 00:21:09,125
Let's scale by learning first how to improve our business model with a second location and
how to scale with a brand new team that has heard about us.

291
00:21:09,125 --> 00:21:11,486
Read the reviews on Google.

292
00:21:11,532 --> 00:21:20,059
TripAdvisor, uh read the press about our success and ran to the best date nights and so
on.

293
00:21:20,059 --> 00:21:26,414
All of that are just stars for people, but in reality, how can we handle that hype?

294
00:21:26,414 --> 00:21:30,397
How can we handle that reputation and how can we deliver?

295
00:21:30,838 --> 00:21:34,231
Well, you need to go and do that in a new store.

296
00:21:34,231 --> 00:21:40,285
And Jessica and I have decided to uh improve our technology, POI system.

297
00:21:41,816 --> 00:21:48,608
Fun system, everything that we could do to make it bulletproof and be ready to franchise.

298
00:21:48,608 --> 00:21:52,829
Testing our SOP of the first store into the second store.

299
00:21:52,829 --> 00:21:58,211
The trading manuals and all of the trading sessions we had with that new team.

300
00:21:58,211 --> 00:22:02,462
And being able to really see if do we have to change your business model?

301
00:22:02,462 --> 00:22:06,306
Do we have to change the core of something?

302
00:22:06,306 --> 00:22:11,494
And the reason today after nine months, after almost a year is no.

303
00:22:11,682 --> 00:22:14,364
We have not had to change our business manual.

304
00:22:14,364 --> 00:22:17,805
We had not to change our training manuals.

305
00:22:17,805 --> 00:22:25,910
Actually, the only thing we have to improve, oh not improve, but change, tweak, was the
marketing side.

306
00:22:25,950 --> 00:22:36,115
And uh more importantly, uh how do we uh build it so it's actually even more bulletproof.

307
00:22:36,416 --> 00:22:39,607
And so uh we're ready to franchise.

308
00:22:39,607 --> 00:22:40,596
We are franchiseing.

309
00:22:40,596 --> 00:22:43,873
Where's the where's the can you talk about the next location that's opening?

310
00:22:43,873 --> 00:22:46,558
you have a franchise that you know is coming online?

311
00:22:46,670 --> 00:22:50,133
It's Cincinnati, it's your- in your- in Here we go!

312
00:22:51,205 --> 00:22:52,948
No, did not hear this.

313
00:22:52,948 --> 00:22:57,628
don't think the 33rd largest market in the country would be the second place for you to
go.

314
00:22:57,628 --> 00:22:58,939
I don't think so.

315
00:22:59,101 --> 00:23:02,196
It's probably like Chicago or somewhere like that.

316
00:23:02,734 --> 00:23:03,570
It's such a-

317
00:23:03,570 --> 00:23:07,982
So we are um targeting four states to launch in.

318
00:23:07,982 --> 00:23:10,052
So these are all outside of Colorado.

319
00:23:10,052 --> 00:23:13,774
We want to prove that it works in the market that's different than Colorado.

320
00:23:13,914 --> 00:23:15,564
So we're looking at Arizona first.

321
00:23:15,564 --> 00:23:20,486
So Scottsdale is the biggest bachelorette capital of the United States.

322
00:23:20,486 --> 00:23:25,898
It's also the most spas per capita in the United States, so very wellness-centric.

323
00:23:26,152 --> 00:23:28,143
We're also looking at Texas.

324
00:23:28,143 --> 00:23:31,845
So we have uh Austin, huge craft beer city.

325
00:23:31,845 --> 00:23:37,247
There are a lot of similarities to Denver, Dallas, Houston, and San Antonio.

326
00:23:37,247 --> 00:23:40,549
We're looking at Kansas City and then Minneapolis.

327
00:23:40,549 --> 00:23:43,800
So these are all within an hour and a half flight from Denver.

328
00:23:43,800 --> 00:23:52,238
We want to be very hands-on at the beginning, ah being able to provide as much support and
be on site as often as Damien and I can.

329
00:23:52,238 --> 00:23:56,621
So that's why we're starting kind of regionally and then we'll branch out from there.

330
00:23:56,621 --> 00:24:04,988
But then we have other people that have expressed interest that have been guests of
Oakwell before that were tourists and were visiting us here and then have gone back to

331
00:24:04,988 --> 00:24:06,208
their states.

332
00:24:06,449 --> 00:24:18,378
So we're looking at California, Florida, Georgia, but as far as marketing dollars spent
towards franchise sales, we're targeting those states that are within an hour and a half

333
00:24:18,378 --> 00:24:19,298
from us.

334
00:24:19,468 --> 00:24:23,266
What are going to be your all's non-negotiables for franchisees?

335
00:24:23,638 --> 00:24:24,498
Yeah.

336
00:24:24,498 --> 00:24:28,201
I mean, I think a love for hospitality is a non-negotiable.

337
00:24:29,062 --> 00:24:37,968
One thing, you know, as you're going into franchising that you always have to worry about
is, the quality going to be the same as our two corporate stores?

338
00:24:38,129 --> 00:24:46,054
We still have a 4.9 star rating on Google at both of our locations with over 3,000
reviews.

339
00:24:46,295 --> 00:24:51,534
So even as Damian and I have stepped away and focused more on strategy and big picture,

340
00:24:51,534 --> 00:24:59,498
We have instilled in our team and in our managers the importance of hospitality and the
importance of providing this five-star experience.

341
00:24:59,558 --> 00:25:07,411
And we need to make sure that the other OQA locations that open that are not owned and
operated by us continue to maintain that.

342
00:25:07,411 --> 00:25:10,103
Because I think that's the biggest differentiator for us.

343
00:25:10,103 --> 00:25:17,056
Anyone can go, you know, drop a bunch of money and open a spa, but what sets us apart is
the hospitality that we provide.

344
00:25:17,366 --> 00:25:25,564
So a non-negotiable is definitely finding an operator that is as committed to providing
that level of experience.

345
00:25:25,564 --> 00:25:34,843
And of course we have our service standards guides and we have all the SOPs, but at the
end of the day, having to be there and be behind your team and making sure those things

346
00:25:34,843 --> 00:25:37,850
get implemented, that's really important to us.

347
00:25:37,850 --> 00:25:51,479
And it goes with the level of care for your guests, but as well for your team because you
know, you're passing a message through your team to be able to have them hosting, greeting

348
00:25:51,479 --> 00:26:05,329
your guests and you need to care about your team and you need to treat your team like
you've ever treated anyone else like this, you know, with professionalism, with fairness,

349
00:26:05,329 --> 00:26:07,270
I think, with fairness.

350
00:26:07,650 --> 00:26:19,558
But as well we learn lot of care that you ever find anywhere else in a hospitality
company, which is why when you have a goal to become one of the best hospitality company,

351
00:26:19,558 --> 00:26:27,442
you need to focus on your team and then they will be able to take care of the guests the
way you have teach them and train them.

352
00:26:28,342 --> 00:26:32,465
Who's the ideal, have you designed an ideal candidate for being a franchisee?

353
00:26:32,465 --> 00:26:35,747
Because I look at YouTube coming from these corporate jobs.

354
00:26:35,747 --> 00:26:40,530
It seems like you're great mentors for people who want to do something similar.

355
00:26:40,530 --> 00:26:46,144
Or do you think it would be more ideal for somebody that has been an entrepreneur in the
past?

356
00:26:47,500 --> 00:26:49,711
Yeah, you know, we go back and forth.

357
00:26:49,711 --> 00:26:53,112
An entrepreneur is definitely helpful.

358
00:26:53,112 --> 00:26:58,255
I think at our early stage of franchising, it's going to be a collaboration.

359
00:26:58,255 --> 00:27:00,486
It's going to be, we're going to learn from each other, right?

360
00:27:00,486 --> 00:27:05,778
And it needs to be someone that's willing to take a risk because they are going to be one
of our first franchisees.

361
00:27:05,778 --> 00:27:16,182
So ah that's going to be a different profile of person than someone that wants to go buy a
Jersey Mike's that's, you know, it's improvement and thousands of units.

362
00:27:16,296 --> 00:27:17,066
and whatnot.

363
00:27:17,066 --> 00:27:26,991
So having entrepreneurial mindset, but also someone that likes rules and structure and
processes, someone that's a risk taker, but not too much where they're just going to

364
00:27:26,991 --> 00:27:30,223
completely go off the rails and want to do their own thing.

365
00:27:30,223 --> 00:27:31,974
So it's really a balance.

366
00:27:31,974 --> 00:27:41,538
think one thing that will be very helpful though is experience either managing or owning a
four wall brick and mortar store.

367
00:27:41,728 --> 00:27:48,981
A big learning process for us is coming from the corporate world and then managing hourly
employees.

368
00:27:48,981 --> 00:27:56,094
um There was a lot of learning to do about how to interact with them, how to manage these
different personality types.

369
00:27:56,094 --> 00:27:59,045
Our employees are coming from all different walks of life.

370
00:27:59,045 --> 00:28:05,488
They're coming from backgrounds that are mainly serving and bartending, which are
typically not the most professional environments.

371
00:28:05,488 --> 00:28:11,042
mean, they're doing tequila shots with their managers behind the bar after shift, and then
that's not.

372
00:28:11,042 --> 00:28:13,705
the type of environment that we are creating.

373
00:28:13,705 --> 00:28:22,954
uh So we're taking a lot of hospitality industry folks, but then we're putting them in a
more structured environment and all of our employees are full time.

374
00:28:22,954 --> 00:28:27,237
We provide 401k, paid time off, health insurance benefits.

375
00:28:27,237 --> 00:28:35,886
We provide the structure and professionalism that they would find in a more office job in
a hospitality environment, but it takes some adapt.

376
00:28:35,886 --> 00:28:36,407
for them.

377
00:28:36,407 --> 00:28:41,090
And some people think that that's what they want, but then they get into it they're like,
this is a bit too much structure.

378
00:28:41,090 --> 00:28:45,593
I can't call out whatever I want because I want to go hiking or skiing.

379
00:28:45,593 --> 00:28:48,875
There's an attendance and punctuality point system.

380
00:28:48,875 --> 00:28:49,836
I don't know about all this.

381
00:28:49,836 --> 00:28:59,422
So ah knowing how to manage those different personality types within the hospitality
industry, I think will give a franchisee a big leg up.

382
00:28:59,422 --> 00:29:04,962
It's not impossible to learn these things as we did, but it's definitely a bit more
difficult.

383
00:29:04,962 --> 00:29:12,334
coming straight from the corporate world and then managing a bunch of bartenders and
servers can be a bit of a wild ride.

384
00:29:13,742 --> 00:29:24,702
the, what is without throwing out all the stuff for what, give me an idea of, um, a, an
investment that an entrepreneur is going to have to make.

385
00:29:24,702 --> 00:29:28,942
What's a financial investment and then what's a net worth need to identify?

386
00:29:28,942 --> 00:29:30,722
What's, what's ideal there?

387
00:29:30,958 --> 00:29:31,658
Yeah.

388
00:29:31,658 --> 00:29:32,298
Yeah.

389
00:29:32,298 --> 00:29:41,838
So the range is pretty wide because we had to account for opening one of these in Ohio or
opening one in New York City or LA.

390
00:29:41,838 --> 00:29:48,438
So the minimum investment is $1.3 million and then the top level of that is $2.6 million.

391
00:29:48,438 --> 00:29:53,098
That investment gets you everything through your first three months of operation.

392
00:29:53,098 --> 00:29:55,660
So that includes all of the franchise fees.

393
00:29:55,660 --> 00:30:04,004
your construction fees, your equipment package, the retail products that you have to put
on your shelves, first three months of payroll, first three months of rent, business

394
00:30:04,004 --> 00:30:05,350
insurance, et cetera.

395
00:30:05,350 --> 00:30:12,038
So it's really like everything that range includes everything that needs to get you
through the first three months of operations.

396
00:30:12,038 --> 00:30:20,682
So typically when someone's looking to fund this, it's gonna be a combination of cash that
they're putting into it as well as a loan that they get.

397
00:30:20,686 --> 00:30:31,686
So with that, when you're going to get a loan, especially like an SBA loan, they are
requiring you to have 20 % equity injection, so cash to put in it.

398
00:30:31,686 --> 00:30:40,366
So if we take just the median, so let's say a median middle of the road, if you're not in
New York City or LA.

399
00:30:42,574 --> 00:30:43,545
Okay, a million meter.

400
00:30:43,545 --> 00:30:46,496
math easier for me.

401
00:30:46,496 --> 00:30:47,629
Two million, right?

402
00:30:47,629 --> 00:30:47,940
let's see.

403
00:30:47,940 --> 00:30:49,301
It's two million.

404
00:30:49,301 --> 00:30:52,505
oh Exactly.

405
00:30:52,505 --> 00:30:53,286
Liquid.

406
00:30:53,286 --> 00:30:54,056
Yeah.

407
00:30:54,114 --> 00:30:54,494
Yeah.

408
00:30:54,494 --> 00:30:59,938
And I just, know, that's, looks, it's a big amount upfront, right?

409
00:30:59,938 --> 00:31:16,590
But the profits today after five years in business, it's capital intensive, but you, if
you run it the way we teach you how to run it and you stick to our guidance and advice,

410
00:31:17,331 --> 00:31:22,294
you know, you can be cash flow positive pretty quickly and your business model.

411
00:31:22,326 --> 00:31:25,249
We're not creating something gimmicky here.

412
00:31:25,249 --> 00:31:31,033
We've always tried to make sure that everything is based on longevity.

413
00:31:31,033 --> 00:31:42,923
know, are at the intersection of three big trends that are actually doing extremely well
and are not going any time down is social wellness, right?

414
00:31:43,144 --> 00:31:50,560
And you've got the despacit, which is true uh well-being, right?

415
00:31:50,560 --> 00:32:03,892
And then you have the third interception, uh which is uh the craft beverages that some
people might say, well, it's people are not drinking as much as they used to, but it's

416
00:32:03,892 --> 00:32:17,734
still a trend that is evolving into non-icolic beverages, craft non-icolic craft
beverages, or even specific iconic craft beverages with, you know, hard tea.

417
00:32:17,734 --> 00:32:18,694
uh

418
00:32:19,416 --> 00:32:23,859
side, hard side, and all of that, that has evolved into different trends.

419
00:32:23,859 --> 00:32:27,171
So those three trends are not going anywhere.

420
00:32:27,351 --> 00:32:33,396
And those are, we'll be here to stay for at least two decades.

421
00:32:34,437 --> 00:32:35,848
That's our vision.

422
00:32:36,012 --> 00:32:36,802
Hmm.

423
00:32:37,063 --> 00:32:44,649
The, what does it look like to it's probably a different price point for a consumer
experience based on the city you're in as well.

424
00:32:44,649 --> 00:32:45,089
Right.

425
00:32:45,089 --> 00:32:48,852
But what's a, what, what do you see as a mid tier experience for these suites?

426
00:32:48,852 --> 00:32:50,173
What's that experience look like?

427
00:32:50,173 --> 00:32:55,238
So I'm not a, I'm not a franchisee, but I'm like, man, I'm coming to Denver or the next
one.

428
00:32:55,238 --> 00:32:56,138
What's it look like?

429
00:32:56,138 --> 00:32:58,580
What timeframe, what's it cost?

430
00:32:58,580 --> 00:32:59,881
How many people in the suite?

431
00:32:59,881 --> 00:33:01,212
What's this look like?

432
00:33:03,938 --> 00:33:17,500
Picture this, we're checking you in, you have this incredible French pop bossa nova or
music of the world that is not well sound ocean sound of the ocean.

433
00:33:17,500 --> 00:33:22,775
You have a smiley manager and beer therapist.

434
00:33:22,775 --> 00:33:24,797
This is a real legal name.

435
00:33:24,797 --> 00:33:28,860
Greeting you with so much proud that you're here.

436
00:33:28,860 --> 00:33:29,881
We were expecting you.

437
00:33:29,881 --> 00:33:31,566
We're so excited you're here.

438
00:33:31,566 --> 00:33:36,846
We check your ID and we check you in with an RFID card.

439
00:33:37,066 --> 00:33:41,366
A few waivers here and there because there is no lifeguard on duty.

440
00:33:41,486 --> 00:33:52,726
And then we score you with your beautiful craft beverage wall, called the beer wall for
some, with a different lineup of craft beverages, beer, wine, cider, non-alcoholic

441
00:33:52,726 --> 00:33:53,746
beverages.

442
00:33:53,746 --> 00:34:00,972
If you want to make it even more special, we have a bottle of French sparkling wine that
you can as well do a mimosaquit.

443
00:34:00,972 --> 00:34:11,498
When you went through the tasting, you select your beer, we help you teach you how to pour
a beer or a drink, and then we seat you in a beautiful lounge.

444
00:34:11,498 --> 00:34:16,211
The lounge is almost like a boutique hotel lounge.

445
00:34:16,211 --> 00:34:19,072
We call it the tap room, but it's more like a boutique hotel lounge.

446
00:34:19,072 --> 00:34:19,823
It smells good.

447
00:34:19,823 --> 00:34:21,353
The music is nice.

448
00:34:22,214 --> 00:34:26,336
There is a swing chairs from the ceiling.

449
00:34:26,336 --> 00:34:28,217
It's like urban jungle.

450
00:34:28,217 --> 00:34:29,878
It doesn't smell beer.

451
00:34:30,386 --> 00:34:40,191
And you have cards, you have topic cards to break the ice between you and your significant
other on ah different topics.

452
00:34:41,232 --> 00:34:44,433
There's no NBA games, there's no clock.

453
00:34:44,694 --> 00:34:45,824
It's very energetic.

454
00:34:45,824 --> 00:34:52,618
And then you have again that beer trap is coming up with a big smile introducing you to
your selection of beer baths.

455
00:34:52,618 --> 00:35:00,362
You have three different baths you can select from, from energizing to relaxing to then

456
00:35:00,754 --> 00:35:11,889
a soothing muscle, bath infusion that can really benefit you if you perhaps run or hike or
you're an athlete.

457
00:35:11,889 --> 00:35:24,124
And when you have selected that, a few minutes pass and someone else, another BeatRapist,
pick you up and take you on a really nice tour to show you the facility because you want

458
00:35:24,124 --> 00:35:28,118
to know where you're at in every single step of the experience and...

459
00:35:28,118 --> 00:35:31,400
Drop you in your beautiful private space suites.

460
00:35:31,400 --> 00:35:33,601
We have four private space suites.

461
00:35:33,601 --> 00:35:40,826
Each suite has a beautiful large tub, hydroterapy tub, a rain shower.

462
00:35:40,826 --> 00:35:43,888
Some people call it an Italian uh shower.

463
00:35:43,888 --> 00:35:45,248
Very beautiful.

464
00:35:45,509 --> 00:35:46,910
And a sauna.

465
00:35:46,910 --> 00:35:49,624
You have access to this private space suite.

466
00:35:49,624 --> 00:35:50,912
This is yours.

467
00:35:52,213 --> 00:35:54,530
Whatever you're doing there, this is yours.

468
00:35:54,530 --> 00:35:59,132
You can be in a bathing suit, you can be in your birthday suit, it's up to you.

469
00:35:59,534 --> 00:36:04,438
We suggest a circuit, it's 90 minutes, you start with the 20 minutes.

470
00:36:04,438 --> 00:36:09,243
So now to really detox, let go everything, sweat as much as you can.

471
00:36:09,243 --> 00:36:14,217
This helps you to really get everything out of your body.

472
00:36:14,217 --> 00:36:17,450
Of course, you can drink your favorite beer and a lot of water.

473
00:36:17,450 --> 00:36:23,074
Then we suggest you to go to take a quick cold shower to shake up your body and keep that
blood flow.

474
00:36:23,074 --> 00:36:27,955
blood flowing and then the magical part of the beer bath, there's no real beer.

475
00:36:27,955 --> 00:36:29,456
Again, there's no course lights.

476
00:36:29,456 --> 00:36:32,057
uh In there, doesn't smell beer.

477
00:36:32,057 --> 00:36:40,899
What it is is it's an herbal bath made with fresh herbs, barley, kale juice, lemon grass,
really depends on the bath selection.

478
00:36:40,899 --> 00:36:46,881
You have uh shuza and those have an incredible benefits for you.

479
00:36:46,881 --> 00:36:52,142
You soak into it for about 50 minutes uh and of course you can

480
00:36:52,142 --> 00:36:56,922
order room service and we can deliver you your favorite beer, wine, cider.

481
00:36:57,002 --> 00:37:00,102
There's chaff petri board if you want to have something to snack on.

482
00:37:00,102 --> 00:37:03,842
There we have tray of artisan chocolate bonbon.

483
00:37:04,342 --> 00:37:15,282
And after 90 minutes, you're out and you have a lounge, a rest lounge where you cool down,
you take it easy.

484
00:37:15,282 --> 00:37:16,722
There's a bit less music.

485
00:37:16,722 --> 00:37:19,282
There's a bit more air condition just to cool down.

486
00:37:19,282 --> 00:37:21,792
And of course we can serve you an hour drink.

487
00:37:21,792 --> 00:37:31,566
And then uh the cherry on the top that actually we discovered this technology in Japan and
South Korea is called a zero gravity massage experience.

488
00:37:31,566 --> 00:37:35,728
Those are uh being piece of equipment.

489
00:37:35,728 --> 00:37:38,609
You would call it a massage chair and you see it.

490
00:37:38,609 --> 00:37:43,642
We hate this word because you think that, those are from the mall, the airport.

491
00:37:43,642 --> 00:37:44,671
They're actually scams.

492
00:37:44,671 --> 00:37:48,237
No, this is a company builder that we have partnered.

493
00:37:48,237 --> 00:37:50,870
They are one of the leader in the market.

494
00:37:50,870 --> 00:38:03,250
actually the leader in the US, they have created this incredible technology that
replicates a real human massage with rollers and airbags.

495
00:38:03,250 --> 00:38:13,529
You're pretty much sitting in this incredible big chair massage, I'm gonna say it, and
massage chair, and it scans your body for about 20 seconds and replying you like an

496
00:38:13,529 --> 00:38:15,231
astronaut is taking off.

497
00:38:15,231 --> 00:38:19,914
So you feel like Richard Branson, Mark, like taking off slowly.

498
00:38:20,014 --> 00:38:25,754
And that you're starting to have a full body massage from top to bottom.

499
00:38:25,754 --> 00:38:30,954
And you can select a 15, 30 or 60 minute session.

500
00:38:31,134 --> 00:38:40,834
And those goes deep into your body focus on chords, points.

501
00:38:41,634 --> 00:38:44,314
And it is just incredible.

502
00:38:44,314 --> 00:38:48,014
And on the business side, these never fail.

503
00:38:48,320 --> 00:38:52,211
You have sometimes some technical issues, but it never goes out.

504
00:38:52,211 --> 00:38:55,752
know, it's very reliable on the business side.

505
00:38:55,752 --> 00:38:57,593
ah And people love it.

506
00:38:57,593 --> 00:39:04,574
And mostly the men would never have a massage and don't like strangers to touch them,
which often happened in the U.S.

507
00:39:04,574 --> 00:39:11,736
We realized through market research that it's very similar to some societies in Asia.

508
00:39:11,837 --> 00:39:15,107
Some Americans do not like strangers to touch them.

509
00:39:15,107 --> 00:39:17,568
And this has changed the whole game for us.

510
00:39:17,774 --> 00:39:22,854
And then you can get our beer, our drinks, you can browse our retail products.

511
00:39:22,854 --> 00:39:31,294
have beer, bath and body infused products, beer shampoo, beer conditioner, beer soaps,
beer bath bulbs.

512
00:39:31,554 --> 00:39:39,114
And you can do some shopping, finish your drink and sign up for a membership if you want
to.

513
00:39:39,894 --> 00:39:44,134
Goodbye and see you soon and we'll see you again next week and next month.

514
00:39:44,184 --> 00:39:46,239
So what's it about a two to three hour experience?

515
00:39:46,239 --> 00:39:46,915
that what it is?

516
00:39:46,915 --> 00:39:47,756
Yeah.

517
00:39:47,842 --> 00:39:48,410
Yeah, it's-

518
00:39:48,410 --> 00:39:51,111
a three hour experience on average.

519
00:39:51,951 --> 00:39:55,450
And then our private spa suites can accommodate up to three people.

520
00:39:55,450 --> 00:39:57,723
90 % of our guests come as couples though.

521
00:39:57,723 --> 00:40:02,075
You can do a solo spa day, but you can also have up to three people.

522
00:40:02,075 --> 00:40:11,106
We can combine two of our private spa suites together to have a garage party is what we
call it because our first location, we have garage doors in between the rooms.

523
00:40:11,106 --> 00:40:18,628
So you roll up the garage doors, you combine the suites together and you can have up to
six people if you're doing like a, you know, a group of friends, bachelor at party,

524
00:40:18,628 --> 00:40:19,468
bachelor party.

525
00:40:19,468 --> 00:40:22,249
Um, and then price point.

526
00:40:22,589 --> 00:40:26,048
Our lowest package starts at $199.

527
00:40:26,048 --> 00:40:29,086
So that gives you the private boss suite for two people.

528
00:40:29,086 --> 00:40:33,953
Um, and then of course you pay for, you want to add on a massage or add on beverages.

529
00:40:33,953 --> 00:40:38,214
Um, we have our couples retreat, which is $259.

530
00:40:38,266 --> 00:40:41,189
So you get a box of gourmet chocolates in your room.

531
00:40:41,189 --> 00:40:44,232
You have candles, rose petals, a romantic setup.

532
00:40:44,232 --> 00:40:50,378
And then 349 is our Oakwell Escape, and that gives you a complimentary check-in drink.

533
00:40:50,378 --> 00:40:53,031
You have your private spa suite for 90 minutes.

534
00:40:53,031 --> 00:40:59,427
You get a charcuterie board, chocolate box, and then 30-minute massages for both you and
the guests that you came with.

535
00:40:59,427 --> 00:41:02,574
So our average ticket is $300.

536
00:41:02,574 --> 00:41:07,046
I was going to say, I bet the 349 is becoming more popular all the time.

537
00:41:07,390 --> 00:41:08,328
yeah, absolutely.

538
00:41:08,328 --> 00:41:21,365
Yeah, and looking at what's going on around us, you cannot find a day spa that really gave
you an hour message for less than $200 per person.

539
00:41:21,365 --> 00:41:22,806
That doesn't include tips.

540
00:41:22,806 --> 00:41:28,249
So we're actually in that positioning where we've never marketed ourselves based on price.

541
00:41:28,249 --> 00:41:28,699
Never.

542
00:41:28,699 --> 00:41:30,290
And we'll never do that.

543
00:41:30,290 --> 00:41:35,573
We market ourselves based on benefits, the uniqueness of the experience, and so on.

544
00:41:35,573 --> 00:41:37,474
But we are...

545
00:41:37,804 --> 00:41:51,633
affordable luxury some people call that that's uh Premium we're still the premium price,
but you know, it can be a price It can it can it can be it can be a bit high on people for

546
00:41:51,633 --> 00:42:03,762
people who've never been to a day spa before which often we have that audience coming
because they're more attracted by the uniqueness of the hot temp side on the beer side and

547
00:42:03,762 --> 00:42:07,584
think nice is a cool thing to do so

548
00:42:07,584 --> 00:42:18,885
So we're still extremely competitive and this helps to really break the stigma that
DaySpies was only meant to be for the people who have time and money or the people or the

549
00:42:18,885 --> 00:42:23,890
women because DaySpies in the US are still targeted towards women.

550
00:42:24,758 --> 00:42:28,031
What's the average square footage you think the locations will be?

551
00:42:28,398 --> 00:42:31,878
Yeah, 3,400 is our prototypical space.

552
00:42:31,878 --> 00:42:35,098
Small is 3,000, as large as 4,000.

553
00:42:35,098 --> 00:42:37,410
But 3,400 is really the sweet spot.

554
00:42:37,410 --> 00:42:38,865
Yeah, so tomorrow.

555
00:42:39,694 --> 00:42:44,178
So what did, what'd we miss here about the experience that you two have been through?

556
00:42:44,178 --> 00:42:54,046
So we have it out that people can franchise now the cities you're looking at that it's a
rich type of an experience, it's up, it's a high end hospitality experience.

557
00:42:54,046 --> 00:43:01,162
Um, what do we miss about your all's journey for these past five years?

558
00:43:01,162 --> 00:43:03,073
What, what, what do we miss?

559
00:43:03,073 --> 00:43:04,664
What are the quiet conversations?

560
00:43:04,664 --> 00:43:09,448
Because what we know, Jessica is we know you're the one that proposed to Damien.

561
00:43:09,518 --> 00:43:16,710
So right with that being the surprise, what are the surprises, um, here about this five
year journey that you all have been on?

562
00:43:18,252 --> 00:43:20,663
Yeah, I mean, it's been an adventure.

563
00:43:20,663 --> 00:43:29,528
ah I think it's easy for us to forget about how difficult it was opening our original
location.

564
00:43:29,729 --> 00:43:37,213
Even though we got loans, we were so underfunded and we had to do so much of the
construction ourselves.

565
00:43:37,213 --> 00:43:39,495
And even within that, I mean, there's...

566
00:43:39,495 --> 00:43:41,836
And at the time we didn't have a car either, right?

567
00:43:41,836 --> 00:43:45,560
So we were renting an apartment just a few blocks from the space.

568
00:43:45,560 --> 00:43:52,063
But it was one of those, you we'd wake up at five a.m., it'd be snowing, we'd be walking
through the snow to get to the construction site.

569
00:43:52,063 --> 00:43:57,235
There was no heating or air conditioning the entire time that we were in construction.

570
00:43:57,235 --> 00:44:04,098
So we'd be bundled up in sweaters and scarves and gloves, trying to install cabinetry,
trying to paint walls.

571
00:44:04,098 --> 00:44:12,366
uh You know, there's the funny story of the walk-in cooler that we got from an auction, a
subway that was closing.

572
00:44:12,366 --> 00:44:15,246
We didn't have money to afford a walk-in cooler.

573
00:44:15,246 --> 00:44:19,506
Usually they're like $10,000 to $20,000 and we did not have that kind of money.

574
00:44:19,506 --> 00:44:24,366
I think we have like $800 in our budget for the walk-in cooler, which was not accurate.

575
00:44:24,486 --> 00:44:36,294
So we ended up finding a subway that was closing in Fort Collins and we got it at an
auction for $200, spent another $200 to get a moving company to relocate it.

576
00:44:36,392 --> 00:44:38,693
but it was so rusty and gross inside.

577
00:44:38,693 --> 00:44:43,386
mean, this was like a 20-year-old walk-in cooler from Subway, so it was pretty gross.

578
00:44:43,506 --> 00:44:47,108
So I had to scrub it down, try to get the rust off of it.

579
00:44:47,108 --> 00:44:55,052
And there is this direct to metal paint that you can paint over rust so it doesn't look so
rusty anymore.

580
00:44:55,052 --> 00:44:58,766
So I was inside painting the walk-in cooler.

581
00:44:58,766 --> 00:45:02,629
And at the same time, the drywallers are trying to finish the drywall.

582
00:45:02,629 --> 00:45:05,843
And so they said, hey, like you got to get out there, get out of here.

583
00:45:05,843 --> 00:45:11,248
I need to put plastic tarping over the door to the walk-in cooler so I can work around it.

584
00:45:11,248 --> 00:45:13,650
But I was like, no, no, no, just close me in here.

585
00:45:13,650 --> 00:45:14,801
I'll be fine.

586
00:45:14,801 --> 00:45:21,618
And this kind of paint, like you're supposed to be wearing like PPE, like ventilation and
stuff, which I of course didn't.

587
00:45:21,618 --> 00:45:24,460
I was just like bare handed with a roller.

588
00:45:24,590 --> 00:45:30,710
So of course, like 15 minutes in, I start getting like a really lightheaded and I'm like,
oof, I don't feel too good.

589
00:45:30,710 --> 00:45:33,070
I start like feeling some tingling on my face.

590
00:45:33,070 --> 00:45:38,450
ended up getting chemical burns on my face from being stuck in there, almost pastel.

591
00:45:38,890 --> 00:45:47,390
But at end of the day, got, you know, we spruce this walk-in cooler up and all in, it
costs us like $500 and we passed our health inspections.

592
00:45:47,650 --> 00:45:50,830
I mean, there's countless stories like that and even...

593
00:45:50,830 --> 00:45:53,170
when we were doing construction, we were broke, right?

594
00:45:53,170 --> 00:45:56,070
Like we put all of our money into this.

595
00:45:56,510 --> 00:45:59,830
And so Damien was driving Lyft at the time.

596
00:45:59,830 --> 00:46:05,390
So he would, you know, we do construction like all during the day and then starting at 11
p.m.

597
00:46:05,390 --> 00:46:08,410
he'd drive Lyft until 2 a.m.

598
00:46:08,410 --> 00:46:10,770
used it as a really great way to do market research.

599
00:46:10,770 --> 00:46:12,770
Like would tell people, hey, we're opening up a spot.

600
00:46:12,770 --> 00:46:13,950
How much would you pay for this?

601
00:46:13,950 --> 00:46:16,250
What do you think of this experience?

602
00:46:16,366 --> 00:46:19,478
ah We were oh doing dog walking.

603
00:46:19,478 --> 00:46:23,550
We'd take a break to go down the street and walk a dog to get $25.

604
00:46:23,550 --> 00:46:29,473
I ah mean, we were very, very bootstrapped at the beginning.

605
00:46:29,473 --> 00:46:34,306
And I think it's important for us to remember that and look back on that.

606
00:46:34,306 --> 00:46:43,481
that it seems like, and especially for our employees, I'm sure it's like, they have two
locations and 30 plus employees and they just mainly work from home now.

607
00:46:43,481 --> 00:46:44,942
And I'm sure it seems like...

608
00:46:44,942 --> 00:46:45,752
uh

609
00:46:45,752 --> 00:46:52,514
You know, it seems like the hardship was far behind us, but we remember it like it was
yesterday.

610
00:46:53,314 --> 00:46:55,582
Was there a moment when you almost quit?

611
00:46:56,280 --> 00:46:57,180
every day.

612
00:46:58,102 --> 00:47:00,149
No, I'm gonna touch for myself.

613
00:47:00,718 --> 00:47:02,420
Oh, no, we never almost quit.

614
00:47:02,420 --> 00:47:11,349
But there were times that I'd be laying on the floor in the, what would be the future
massage room, curled up in a ball.

615
00:47:11,349 --> 00:47:15,093
I don't know if we can do this for much longer.

616
00:47:15,093 --> 00:47:18,597
And of course, when you're under that much stress, it's hard.

617
00:47:18,597 --> 00:47:23,552
have disagreements about things like Daniel's a perfectionist when it comes to
construction and...

618
00:47:23,552 --> 00:47:29,327
If we put together something and he realized it was a little off, he'd want to tear it all
back down and like rebuild it.

619
00:47:29,327 --> 00:47:32,242
And I'm like, no, I'm not doing that again.

620
00:47:32,242 --> 00:47:42,097
So it was a, it was a hard time for sure, but I don't think we ever actually quit, but
there were times when of course you, you entertain the idea or think of just like, why am

621
00:47:42,097 --> 00:47:43,278
I doing this?

622
00:47:43,500 --> 00:47:50,324
Yeah, but I think, you know, when you go through those moments, resilience kicks in and
nothing stops you.

623
00:47:50,324 --> 00:47:51,584
You have nothing else.

624
00:47:51,584 --> 00:47:53,816
There's no other option for failure.

625
00:47:53,816 --> 00:47:59,659
And your motto actually is never settle for mediocrity.

626
00:48:00,359 --> 00:48:01,130
we never did.

627
00:48:01,130 --> 00:48:04,602
And I think when you all have money, you're smarter.

628
00:48:04,602 --> 00:48:12,898
When you think that the world is falling, the sky is falling on you, you're actually more
innovative and creative.

629
00:48:12,898 --> 00:48:17,691
And when your bank account is empty, well, you need to make it happen.

630
00:48:17,691 --> 00:48:21,162
And that's where your best investment came.

631
00:48:21,383 --> 00:48:28,927
So, you know, I think you mentioned what did we forget?

632
00:48:28,927 --> 00:48:41,102
Well, I think there is something that we will never forget is the first employees that uh
accepted the opportunity, even if they were not the right fit.

633
00:48:41,102 --> 00:48:47,342
The landlord that said yes, because 100 other landlords said no.

634
00:48:47,522 --> 00:48:55,862
The city of Denver and a nonprofit lender by the SBA said yes, while 50 banks said no.

635
00:48:56,102 --> 00:49:04,342
Fuel this resilience, fuel this purpose, fuel this, okay, if they say yes, there's a
reason for it, right?

636
00:49:04,342 --> 00:49:10,540
And mainly, very importantly, the day of the grand opening day where

637
00:49:10,540 --> 00:49:13,031
You're fully booked for the next two months.

638
00:49:13,331 --> 00:49:15,852
You don't have staff, but people made a booking.

639
00:49:15,852 --> 00:49:18,894
That means something.

640
00:49:18,894 --> 00:49:24,897
So even if you feel like the sky is falling on you, there's all those green signals.

641
00:49:24,897 --> 00:49:37,662
Let's not forget to constantly being optimistic, positive, because if you're constantly
negative, it actually creates the situation you don't want to fall into.

642
00:49:39,256 --> 00:49:49,748
So as we, as we wrap this up, um, Jessica and Damien from Oakwell, why Jessica, why never
settle for mediocrity?

643
00:49:51,468 --> 00:49:53,830
Yeah, you know, it's a motto that I came up with.

644
00:49:53,830 --> 00:49:57,458
Yeah, I was probably in college at the time.

645
00:49:57,458 --> 00:50:00,844
And I feel like anything that's worth doing is worth doing 110%.

646
00:50:00,844 --> 00:50:05,778
And that sounds really cliche, but I just, I don't know.

647
00:50:05,778 --> 00:50:08,210
I've just never wanted to be a mediocre person.

648
00:50:08,210 --> 00:50:10,551
I've just never wanted to do things halfway.

649
00:50:10,551 --> 00:50:13,333
If I'm going to do something, I'm going to be the best at it.

650
00:50:13,333 --> 00:50:14,524
It's going to be perfect.

651
00:50:14,524 --> 00:50:19,858
We're going to, you know, you know, completely exceed anyone's expectations.

652
00:50:19,858 --> 00:50:20,928
I just think.

653
00:50:21,314 --> 00:50:25,166
why, if you're going to do something in life, like why would you just do it halfway?

654
00:50:25,166 --> 00:50:28,947
And why would you want to just be mediocre at life?

655
00:50:28,947 --> 00:50:32,636
Like, I don't want anyone to think like, you know, she just, she's just there.

656
00:50:32,636 --> 00:50:33,950
She just does what she does.

657
00:50:33,950 --> 00:50:35,030
And I don't know.

658
00:50:35,030 --> 00:50:45,165
I feel like there's just something, anyone can accomplish anything that they want to if
they really set their mind to it, but you have to put in the hard work and the dedication.

659
00:50:45,165 --> 00:50:48,616
And if you're not going to give it your all, then just don't.

660
00:50:49,000 --> 00:50:53,798
It's like come up with something that you can be passionate about and that you can give it
110%.

661
00:50:53,798 --> 00:50:57,312
But you should never just do things halfway.

662
00:50:57,428 --> 00:51:01,661
And this is more powerful than uh seeking revenue.

663
00:51:02,758 --> 00:51:14,774
You know, actually, every time we action something, we have the purpose to wow the guests
and care about our team.

664
00:51:16,586 --> 00:51:18,406
And then the revenue comes.

665
00:51:18,667 --> 00:51:35,951
And the mediocrity is how can we constantly, they very exceed the expectations based on
our actions, based on service, uh based on uh an example.

666
00:51:36,371 --> 00:51:40,073
We forgot to put a timer on your tub.

667
00:51:40,073 --> 00:51:45,134
We have an incredible technology, but there's still a button to touch.

668
00:51:45,134 --> 00:51:46,004
Okay.

669
00:51:46,190 --> 00:51:55,890
Often the newbies, new employees that start to have three weeks of training, the first
week they're out by themselves like, you passed everything, you're a certified beer

670
00:51:55,890 --> 00:51:56,930
therapist.

671
00:51:57,110 --> 00:51:58,530
They forgot the time.

672
00:51:59,090 --> 00:52:01,010
I'm not going to charge you, Marc.

673
00:52:01,090 --> 00:52:03,450
I'm not going to charge you.

674
00:52:03,450 --> 00:52:13,630
You took three hours of your day to say, British, your anniversary and you didn't have
water in your tub or your tub drain 30 minutes or 40 minutes earlier.

675
00:52:13,630 --> 00:52:15,550
And the thing is, you're

676
00:52:15,550 --> 00:52:17,441
You get out of your room, you're already dressed.

677
00:52:17,441 --> 00:52:19,851
It's like, you're not going to go back.

678
00:52:19,851 --> 00:52:20,161
Right.

679
00:52:20,161 --> 00:52:21,532
So why do you charge you?

680
00:52:21,532 --> 00:52:25,933
And on top of that, the set of mediocrities for his.

681
00:52:25,933 --> 00:52:29,994
Mark, you're celebrating your 20 years anniversary.

682
00:52:29,994 --> 00:52:32,475
This is not the way it should have happened.

683
00:52:32,475 --> 00:52:33,955
Please come back on us.

684
00:52:33,955 --> 00:52:34,935
Here's a gift card.

685
00:52:34,935 --> 00:52:38,496
Not only I don't charge you, but there's a gift card for you to come back.

686
00:52:39,197 --> 00:52:44,418
At a later time, I know it's not what you you visualize.

687
00:52:44,472 --> 00:52:46,243
Come back at later time, honest.

688
00:52:46,243 --> 00:52:50,746
Please come back to experience exactly what we designed for you.

689
00:52:50,746 --> 00:52:52,327
We're so sorry right now.

690
00:52:52,327 --> 00:52:53,388
This is honest.

691
00:52:53,388 --> 00:52:56,870
We know the mistake and there is no excuses.

692
00:52:57,191 --> 00:53:00,713
That's not settling for mediocrity.

693
00:53:00,713 --> 00:53:14,382
When you go to a steakhouse and they fail to deliver you the major rare, the blue, the red
steak that you eat, and they say, let me give you a new one, but you still...

694
00:53:14,382 --> 00:53:17,003
Pay for the whole steak?

695
00:53:17,545 --> 00:53:19,706
We pay for it, that's not a problem.

696
00:53:20,507 --> 00:53:28,654
Instead of having the mindset to tell you, you know what, tonight was not the night we
designed for you.

697
00:53:28,654 --> 00:53:30,556
Come back, I don't know, don't think.

698
00:53:30,556 --> 00:53:31,757
There's a gift card.

699
00:53:31,757 --> 00:53:32,738
You choose.

700
00:53:32,738 --> 00:53:33,699
No pressure.

701
00:53:33,699 --> 00:53:35,380
The card never expire.

702
00:53:35,380 --> 00:53:42,636
Come back for a second round on us and let us have a second chance to value and change
your mind.

703
00:53:45,144 --> 00:53:54,270
So the moral to the story is find the brand new therapist or the suite where the button
doesn't work.

704
00:53:54,504 --> 00:53:55,872
Exactly.

705
00:53:56,127 --> 00:53:57,219
Or change the finger.

706
00:53:57,219 --> 00:54:01,998
Sometimes my finger works and the other finger doesn't.

707
00:54:01,998 --> 00:54:02,818
Exactly.

708
00:54:02,818 --> 00:54:04,938
It doesn't happen often, I'll tell you.

709
00:54:04,938 --> 00:54:05,418
Yeah, bet.

710
00:54:05,418 --> 00:54:07,279
Nah, you wouldn't, you wouldn't have built something profitable.

711
00:54:07,279 --> 00:54:10,640
Hey, thank you for highlighting, you know, what hospitality and service should be.

712
00:54:10,640 --> 00:54:17,812
Um, just hearing what the premise of your business, regardless of we have to wrap our head
around craft beer in a spa together.

713
00:54:17,812 --> 00:54:29,526
Um, when you receive this type of service to your point, whether it's a steak house,
whether it's fast food or a hotel, you remember it and it done so infrequently now in this

714
00:54:29,526 --> 00:54:30,370
world.

715
00:54:30,370 --> 00:54:35,476
that every time you get exposed and experience like this that you're talking about, it's
always memorable.

716
00:54:35,476 --> 00:54:45,459
So kudos for you all building this and every business that I've seen that has spoken to
this and set it as their standard and they live up to it, they've succeeded regardless of

717
00:54:45,459 --> 00:54:46,169
the business they're in.

718
00:54:46,169 --> 00:54:50,344
So I'm confident that Oakwell has big, big days ahead of you.

719
00:54:50,870 --> 00:54:55,322
Yeah, we'll em

720
00:54:55,322 --> 00:54:56,766
didn't make the eighth.

721
00:54:56,766 --> 00:54:58,890
We might be ninth or 10th now.

722
00:54:59,031 --> 00:55:00,589
There you go, you might.

723
00:55:00,930 --> 00:55:01,691
Thank you guys.

724
00:55:01,691 --> 00:55:02,771
Um, this was good.

725
00:55:02,771 --> 00:55:10,956
appreciate you really sharing, you know, what an experience can be because all the
entrepreneurs out here, um, all of our followers, all the listeners, the ones who are

726
00:55:10,956 --> 00:55:14,778
currently in business, who are also striving to be in business.

727
00:55:14,778 --> 00:55:21,162
This sets a level of expectation about what business, not only it could be maybe what it
ought to be or should be.

728
00:55:22,124 --> 00:55:27,298
Yes, and yourself, you always need to make sure you apply this to yourself as well.

729
00:55:27,298 --> 00:55:29,868
Guys, I'm sitting here putting the pressure on me and my businesses now.

730
00:55:29,868 --> 00:55:31,200
I'm like, I got to get them off of here.

731
00:55:31,200 --> 00:55:35,422
Cause if too many people listen to this, I have a new expectation on everything I do.

732
00:55:35,422 --> 00:55:37,803
So, which wouldn't be a bad thing.

733
00:55:37,803 --> 00:55:40,594
Thank you all for joining us, um, all the way from Denver.

734
00:55:40,594 --> 00:55:43,095
And, it sounds like you have long hours ahead of you.

735
00:55:43,095 --> 00:55:45,867
So get back to work, get out of sitting in your house.

736
00:55:45,867 --> 00:55:53,050
Cause all of the, all of the employees, they come back in and work with us, but, um, kudos
to what you're doing.

737
00:55:53,174 --> 00:55:58,227
I hope that the travels of finding all these new franchisees goes really, really well for
you guys.

738
00:55:58,626 --> 00:55:59,398
Thanks.

739
00:55:59,398 --> 00:56:00,342
This was great.

740
00:56:00,342 --> 00:56:01,523
All right, thank you.