Jessica & Damien Zouaoui: The Story Behind Oakwell Beer Spa
The Personal Side of Business · Guest Story
Every Business Has A Story—And Theirs Started With Two Backpacks And A Rainy Day In Poland.
Why their story stood out to me
Jessica and Damien Zouaoui set out to build a business together before they knew exactly what that business would be. In our conversation, the story behind Oakwell Beer Spa begins with corporate careers in New York, a decision to sell their belongings, and a trip around the world in search of an idea worth bringing home.
What stayed with me was the work that followed the discovery. They talked about studying customers, designing a welcoming experience, and creating systems that would let the business grow beyond its founders. They also spoke openly about the personal adjustments that come with working together, raising children, and learning to trust a team.
Leaving the familiar to look for something different
After meeting in New York, Jessica and Damien spent evenings brainstorming ideas. They loved hospitality, but wanted to create something different from a restaurant or coffee shop. They decided to leave their corporate jobs, pack two backpacks, and travel until they found a concept they could bring to the United States and scale.
The journey took them through 25 countries. In Zakopane, Poland, rain sent them searching for an indoor activity. A nearby beer spa gave them an experience they had never encountered before—and an idea they wanted to investigate.
A discovery was the beginning of the research
They kept exploring wellness cultures after that first beer bath. In the interview, Damien describes studying spas and bathing traditions in Europe and Asia, asking how relaxation, service and social connection worked in different places.
Their goal was to understand what American customers would enjoy and what might make them uncomfortable. An unusual concept needed more than novelty: it needed to deliver an experience people would value enough to return to.
Designing hospitality around comfort and privacy
Oakwell combines private spa suites with a craft-beverage taproom and technology-enhanced massage chairs. The founders describe privacy as a central design decision. They wanted guests who were uncomfortable with traditional spa settings to have their own space and feel welcome.
I experienced that difference during my visit. The private suite felt separate from the activity around it, and service was available without having to leave the room. Their thinking about hospitality showed up in the details of the experience, not just in the idea of a beer spa.
Building the operating model before scaling
Jessica and Damien also explain how conversations with spa and restaurant operators shaped the business. Their model uses reservations to help plan staffing and inventory, and avoids services dependent on licensed massage therapists or estheticians.
As they discuss franchising, the emphasis is on repeatable systems and partners who care about both guests and employees. Growth means teaching someone else to deliver the experience—not relying on Jessica and Damien to be present for every decision.
The personal side: responsibilities, delegation and patience
Working as spouses requires clear responsibilities and mutual respect. Damien describes dividing tasks so they complement each other instead of stepping on each other’s work.
Jessica says delegation has been one of her hardest lessons. Rather than insisting that every detail be done exactly her way, she considers whether a difference affects the guest experience, the business financially, or the team’s morale. Damien identifies patience as his own continuing lesson: people need time to learn, communicate and take ownership.
Their story makes room for both ambition and adjustment. The founders who left New York looking for an idea are still learning how to lead the business they created.
Business lessons from the conversation
- Treat discovery as a starting point for research, not proof that an idea will work.
- Design around the comfort and needs of the customers you want to reach.
- Build an operating model that supports a consistent experience.
- Define responsibilities when building a business with your partner.
- Delegate with clear priorities and give people time to learn.
About Jessica and Damien Zouaoui
Jessica and Damien are the married founders of Oakwell Beer Spa. Jessica’s background is in HR and operations; Damien’s includes sales, marketing, travel and hospitality. Their official franchise site records the first Denver location opening in 2021 and a second location in Highlands Ranch in 2024.
Frequently asked questions
What inspired Oakwell Beer Spa?
The founders discovered a beer spa in Zakopane, Poland, while traveling, then researched wellness experiences across other countries before adapting the concept.
What is the business concept?
A hospitality and wellness experience with private spa suites, a craft-beverage taproom and technology-enhanced massage chairs.
Where can I hear the full story?
Watch the full interview or listen to the audio episode using the links below. The audio page also has the full timestamped transcript in its collapsed “Read full transcript” disclosure.
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What I took away from the conversation
Jessica and Damien’s story connects curiosity with disciplined execution. The trip helped them find an idea, but research, service, systems and personal growth helped them build it. If you are starting something with a partner—or learning how to let your team take ownership—the full conversation offers a candid look at both sides of that work.