The Origin Story of waterBLU

The Origin Story of waterBLU:

– by Cary Collier

In 2007, our Blu Spas team—Doug Chambers, Lisa Jacobs, Brian Lombardi, Chris Tyler (architect), and myself—created a unique bathing model we called waterBLU: the ultimate expression of water.

At the time, many of our clients thought we were a little nuts. But we believed in the business model. The story was bold. The concept was beautiful for everyone.

As I’ve said before: from Kim’s and my time living in Bali and working across Asia, the idea of creating “Sensory Sanctuaries” became our mantra. That same spirit was embedded in waterBLU.

A Holistic Model for Mind, Body, and Planet

We built waterBLU on a comprehensive vision, blending ancient wisdom with modern needs. The must-have elements were extensive, and thoughtfully considered:

  • Built environment rooted in local materials and craftsmanship

  • Energy and water technology, including advanced filtration

  • Mud therapies (enter: the “dirtyBlu” mud bar)

  • Herbs, salts, oils for pools and treatments

  • Bodywork, elixirs, retail experiences, and much more

The core principles of the model still hold power today:

  • Water therapy embraced in natural settings

  • Social connection and self-discovery through mindful rituals

  • Eco-rejuvenation, sustainability, and local integration

In essence, waterBLU stripped the spa experience back to its elemental source: water.

The Art of Slowing Down

The idea of slowing down has always been central to this model. In 2007, it was part of our narrative. In 2025, it feels more relevant than ever.

Slowing down means reconnecting with the rhythms of nature—seeing the sacred geometry in flowers and clouds, hearing the waves greet the shore, tasting the salt in the air, and feeling the sand between your toes. To slow down is to be present. To listen. To feel. To see. To simply be.

A Business Model Made for Connection with ROI

Though originally designed for a coastal resort, we always envisioned waterBLU as adaptable—from mountain lodges to urban wellness hubs.  ROI was a key driver for this business model:

  • Low staffing requirements

  • Revenue beyond treatments, including retail and innovative membership models

  • New guest journeys grounded in experience, wellness, and ritual

For today’s world, we would evolve it further—with thermal therapies, recovery zones, and other bio-aligned amenities.

Where We’ve Been—and Where We’re Going

We’ve had the privilege to develop many bathing models over the years. One that truly sparked national momentum was the groundbreaking project, Fountain of Youth at Awana Spa at Resorts World Las Vegas (opened 2021).

Awana Spa may not have been the first hospitality bathing model, but it did launch with the first Aufguss sauna in the United States. The guest experience is unforgettable, and the business model has proven to be both resilient and forward-thinking.

As we look ahead, we’re excited about the upcoming evolution of  Blu Galaxy

Stay tuned.