Abi Wright: Making Wellness a Way of Life for Everyone
In a world where luxury wellness often feels reserved for the elite, one woman set out to change the narrative. The concept of spa days—long associated with indulgence and privilege—needed a reboot. And in 2008, Abi Wright delivered just that with the launch of Spabreaks.com. Drawing on a decade of experience in spa and hotel marketing, Abi envisioned a brand that would redefine how people access relaxation, recovery, and self-care. Today, Spabreaks.com stands not only as the UK’s leading spa booking platform but also as a shining example of how empathy, innovation, and grit can transform an industry.
Redefining Relaxation in Recession Times
Launching a premium wellness brand at the height of a global recession might sound like a questionable move. In 2008, the UK was grappling with economic uncertainty, and the Groupon culture of deep discounts was booming. But where others saw obstacles, Abi saw opportunity. She believed that people didn’t just want cheap deals—they wanted meaningful experiences that nurtured body and mind. So, while most shied away from starting new ventures, Abi moved forward with a vision for inclusive spa access powered by premium customer service.
Her decision to integrate an in-house call center—focused on high-touch, personal interactions—was a bold one, particularly when automation and self-service were dominating the service industry. But that personal touch paid off. In just three years, Spabreaks.com leapt from a niche contender to the top of the market.
From Modest Startup to Market Leader
By 2012, Spabreaks.com was gaining serious momentum. What began as a team of three was rapidly evolving into a high-growth business. The numbers speak for themselves: from £250,000 in revenue in 2009 to £11 million by 2012. That explosive growth landed the company in second place on The Sunday Times Virgin Fast Track 100.
Fast forward to today, and Spabreaks.com boasts a turnover of over £26 million, serving more than 6,000 customers every week. With a network of over 900 partner venues in the UK and overseas, and a customer base exceeding one million, the company has become a beacon in the spa and wellness industry. The team has grown to over 90 employees, with headquarters now based in Brighton—a move that reflects Abi’s commitment to fostering a healthy work-life balance for her team.
Spa Experiences for Every Body and Every Budget
What makes Spabreaks.com truly distinctive is its accessibility. From the beginning, Abi’s mission was simple yet profound: open up the spa industry to everyone. Wellness shouldn’t be a luxury—it should be a way of life.
To that end, Spabreaks.com has created a portfolio that caters to every need, budget, and occasion. Whether it’s a solo escape, a romantic retreat, a recovery-focused stay, or a bachelorette celebration, the platform offers tailored packages to suit everyone. Their offerings include low-cost options, bootcamps, spa-and-theatre experiences, and special services for those navigating health challenges like cancer or post-surgical recovery.
Booking is made easy through an omnichannel approach—online, via phone, or through live chat—backed by a highly trained customer service team.
The Secret to Spabreaks.com’s Success
Spabreaks.com didn’t rise to the top by chance. Three core principles have guided its growth:
- Customer-Centric Culture: Listening to customer feedback and integrating it into decision-making is a foundational pillar. The team values direct communication and adapts its services to evolving client needs.
- Collaborative Partnerships: Spabreaks.com maintains close relationships with its spa venues. Each package is carefully crafted in collaboration to highlight the unique features of the destination, ensuring clients always get the best value and experience.
- Seamless Booking Experience: Whether someone is a first-timer or a regular spa-goer, booking through Spabreaks.com is easy and intuitive. A wide range of packages, flexible pricing, and a user-friendly interface make it simple to choose the right fit.
These factors—combined with a genuine desire to make wellness inclusive—are what set the company apart.
The Woman Behind the Vision
Abi Wright didn’t always envision a career in wellness. As a child growing up in Devon, she dreamed of working with animals—perhaps as a vet or equine trainer. After completing her schooling locally, she pursued a degree in Communication and Media Studies at Glamorgan University, followed by a postgraduate program in journalism and law at Cardiff University.
Abi initially worked as a journalist but soon realized her strengths lay in marketing and strategic thinking. After a stint in contract negotiation in the Maritime Security sector following 9/11, she moved into hotel spa marketing. It was there that she discovered a gap in the market. Despite increasing demand, spas were poorly marketed, with few companies offering specialized services. That insight planted the seed for what would eventually become Spabreaks.com.
Launching the company just four months after the birth of her first child, Abi embraced the dual challenges of new motherhood and entrepreneurship with fierce determination.
A Hands-On Leader with Heart
Today, as CEO, Abi remains closely involved in the day-to-day operations of Spabreaks.com. She doesn’t isolate herself in a boardroom but prefers to be hands-on, working alongside her team on everything from sales to marketing. She acknowledges the loneliness that can sometimes accompany leadership, where the final call always rests with you.
However, Abi attributes much of her success to the people around her. “I’m extremely lucky to have a wonderful team of passionate, talented individuals who inspire me daily,” she says. “They help carry the load and remind me why I started this journey in the first place.”
Abi’s leadership style is collaborative, grounded in empathy and driven by purpose. She leads not only with her head but also with her heart.
Championing Inclusion in Wellness
One of Spabreaks.com’s biggest contributions to the industry is its role in making spa treatments more inclusive. Historically, people with certain conditions—like cancer, pregnancy, or post-operative recovery—were often excluded from receiving treatments due to a lack of training or insurance coverage. Abi and her team have been working tirelessly to change that.
Their aim is to equip therapists with the training and resources to tailor treatments for all stages of life and health. Rather than being turned away, clients are now embraced and accommodated. It’s a shift that requires continuous advocacy, but one that Abi is deeply committed to.
“We want every individual to feel welcome, supported, and celebrated when they enter a spa,” she explains. “Wellness should be healing, not excluding.”
Building a Culture of Care
The internal culture at Spabreaks.com mirrors the ethos they offer clients. The office isn’t just a place to work—it’s a space to thrive. Employees enjoy access to yoga, massages, wellness programs, and mentorship opportunities. Career progression is nurtured, and creativity is encouraged.
“Our team genuinely loves what they do,” Abi shares. “That enthusiasm radiates in the service we provide. And knowing the difference spa experiences can make—physically, emotionally, and mentally—that’s what drives us.”
Abi also sees her role as setting an example for her children. “It’s not just about building a business,” she says. “It’s about building a life with purpose.”
Elysium: A New Chapter of Luxury
As Spabreaks.com continues to evolve, it is preparing to enter a new phase with the launch of the Elysium Collection—a curated selection of high-end spa experiences that reflect the pinnacle of luxury and wellness in the UK and Ireland. These aren’t your average spa days; they’re once-in-a-lifetime packages designed to deliver unforgettable experiences.
Elysium is more than a business expansion—it’s a statement. It celebrates the excellence and uniqueness of the spa industry while aligning with the increasing demand for personalized, high-quality wellness escapes.
The Wellness Revolution Continues
Looking ahead, Spabreaks.com remains committed to expanding access, improving standards, and championing wellbeing for all. The wellness industry is no longer a niche—it’s a necessity. And thanks to leaders like Abi Wright, it’s becoming more compassionate, inclusive, and empowering.
Abi’s journey is one of resilience, innovation, and heartfelt leadership. In creating a business that truly cares, she has reshaped not just an industry, but also the way we think about self-care.
In her words, “Well-being isn’t a luxury. It’s a right—and we’re here to make sure everyone knows it.”
