Few entrepreneurs manage to create a concept that captures the attention of both global luxury experts and discerning travelers alike. Jaromír Pažout, co-owner and founder of Original Beer Spa, has done precisely that. Under his leadership, the brand has grown from a unique wellness concept in Prague to an internationally recognized name in experiential hospitality. Most recently, the spa was honored with its sixth Luxury Lifestyle Awards, proving the consistent quality and distinctive character of the guest experience it offers.

In this interview, Mr. Pažout reflects on the vision behind Original Beer Spa’s success, the operational discipline required to maintain excellence across locations, and the strategic choices that have helped the brand expand while preserving its identity.

Alexander Chetchikov, President of the World Luxury Chamber of Commerce, leads our exclusive interview. Drawing on more than 17 years of experience recognizing the globe’s most distinguished luxury brands through the Luxury Lifestyle Awards, he offers rich expertise and discerning insight into the dynamic landscape of luxury.

Questions:

Alexander Chetchikov: Original Beer Spa has just received its sixth Luxury Lifestyle Award—congratulations! What do you believe has been the key to sustaining this level of quality and merit year after year?

Jaromír Pažout:

Thank you, Alexander. It’s truly an honor to receive this recognition for the sixth time. The key to our consistency lies in our absolute commitment to excellence and authenticity. We never compromise on the experience we promise—every element, from the beer-infused treatments to the ambiance and staff training, is designed to create a truly memorable and luxurious escape. We treat every guest as a VIP, and this dedication continues to inspire our team across all locations.

AC: Your spa is built around a unique concept that combines Czech beer culture with luxury wellness. What inspired you to fuse these two worlds, and how has the idea evolved since you first launched?

JP: The concept was born from a deep appreciation for Czech traditions—particularly our proud beer heritage—and a desire to reimagine it through the lens of wellness and indulgence. From the start, we wanted to offer something truly original that could stand out in the global spa market. Over time, we’ve refined the experience, incorporating traditional high-end design, and even more immersive beer spa rituals—all while staying true to the fun, bold spirit of beer culture.

AC: The guest experience at Original Beer Spa is both immersive and highly personalized. Can you share how you maintain consistency in service and atmosphere across multiple locations, especially with franchise partners?

JP: Maintaining consistency is one of our top priorities. We achieve this through rigorous training, detailed operational manuals, and frequent quality checks. Our franchise partner was carefully selected and must share our values and vision. We also keep a close connection with our locations, ensuring that the Original Beer Spa spirit is well maintained.

AC: You’ve embraced technology in a big way—from online bookings to AI-driven customer service. How do you balance innovation with the intimate, hands-on nature of a wellness experience?

JP: Technology should enhance, not replace, human connection. We use it to simplify and elevate the customer journey—from easy reservations to personalized suggestions. But once a guest walks through our doors, it’s all about real human care, tactile comfort, and sensory pleasure. Innovation supports our service, but the heart of the experience is always personal and physical.

AC: As someone deeply involved in the luxury wellness market, what trends do you see shaping the future of spa experiences in the next 3–5 years?

JP: I see a growing demand for immersive, story-driven experiences that connect emotionally with guests. People want more than just relaxation—they want meaning, culture, and transformation. We’ll also see more wellness tourism, where the spa becomes a central part of travel. Personalization through data will continue to grow, and sustainability will become a defining feature of luxury.

AC: Sustainability and authenticity are becoming increasingly important to high-end travelers. How do you see luxury spa brands adapting to these expectations without compromising their standards of comfort and indulgence?

JP: Sustainability and luxury are no longer at odds—they enhance one another. We source local ingredients, limit plastic use, and design our spaces with longevity and efficiency in mind. True luxury today means responsibility. Our guests appreciate knowing that their experience contributes positively, not just to their well-being, but to the planet’s as well.

AC: In an industry that thrives on exclusivity and experience, what role do you believe cultural storytelling plays in differentiating a brand today?

JP: Cultural storytelling is essential. It creates emotional depth and lasting memories. At Original Beer Spa, we don’t just offer beer baths—we invite guests into a world inspired by Czech heritage. That narrative sets us apart. It gives meaning to every detail, from the decor to the treatments, and turns an indulgence into a journey.

AC: What advice would you give to emerging entrepreneurs who are trying to break into the luxury wellness space with a distinctive concept?

JP: Be original—don’t follow trends, create them. Stay true to your vision and values, and never compromise on quality. Surround yourself with people who share your passion, and always listen to your guests. Innovation, consistency, and authenticity are the foundations of lasting success in luxury wellness.

Jaromír, thank you for taking the time to share your journey with us—your passion, clarity, and dedication to creating something truly exceptional are genuinely inspiring.

Visit http://www.beerspa.com/ to book your next experience today.