In a constantly evolving industry like wellness, there are individuals who don’t just follow trends—they anticipate them, shape them, and turn them into tangible visions. Régis Boudon-Doris is one of those rare figures. His personal and professional journey is a passionate exploration across seemingly distant worlds—from makeup artistry to art direction, from thermal spas to international wellness consulting—all connected by a single guiding idea: wellness as a form of authentic expression, personal growth, and meaningful human connection.
As the founder of bbspa_Group, Régis has brought a unique approach to the wellness industry—one rooted in creativity, precision, sensitivity to the invisible details, and an extraordinary ability to collaborate with architects, investors, and forward-thinking companies. In this interview, he shares his story, the vision behind bbspa’s projects, the value of his collaboration with Aquaform, and the central role of water in shaping a truly sensory SPA experience.
A sincere and compelling conversation that offers a rare insight into a professional who masterfully blends emotion and strategy, aesthetics and functionality, vision and execution.
Régis, can you walk us through the key steps of your professional journey and what brought you to where you are today?
My experience in the world of wellness was born, grew, and continues to evolve as a journey of personal and professional fulfillment. It all began over forty years ago in Paris, where I took my first steps as a makeup artist—both as a teacher and as a freelancer—working with clients in advertising, fashion, film, and theater.
This early chapter of my career gave me the opportunity to take on the role of artistic director for leading cosmetic companies, both in France and abroad. Eventually, however, I felt the need to challenge myself in a new arena—one that would offer daily growth, fresh perspectives, and a deeper sense of purpose.
The real turning point came in 1991, when together with my business partner Gabriella Francia, I helped establish the wellness department at the Terme di Riccione.
What started as a pioneering project quickly exceeded expectations: in just three years, we achieved remarkable success, both in visitor numbers and financially. That milestone became the launchpad for a much broader vision.
Driven by the desire to expand and strengthen our impact in the field, Gabriella and I went on to found our first consultancy and management company dedicated to the world of Wellness & SPA. Since then, I’ve embraced my role as a kind of chef d’orchestre, leading bbspa_Group’s projects in Italy and internationally with passion, creativity, and a strong sense of direction.
Could you share the mission and vision of bbspa, and describe what your work entails?
Our mission is to support hotel groups, architects, investors, real estate developers, builders, and asset managers by offering tailored consulting and management solutions for innovative Wellness & SPA projects. We work with a clear goal in mind: to create unforgettable experiences for guests while ensuring solid and lasting performance for our partners and stakeholders.
For us, a SPA is not just a place for relaxation; it is a space capable of transforming, inspiring, and deeply regenerating those who experience it. We design authentic wellness retreats where innovation and tradition coexist in harmony, and every detail is crafted to stimulate the senses and nourish the soul.
At the same time, we are fully aware that those investing in this sector do so with an entrepreneurial vision. That’s why we approach each project with a strong focus on economic sustainability, overseeing every stage—from planning to design, from construction to operational management—ensuring that every decision is strategic and results-oriented.
We believe a project is truly successful only when it harmonizes the well-being of its users with the success of those who made it possible.
What is bbspa's design approach?
We have developed a structured method, which we continuously update, and it forms the core of our design approach. It consists of four phases: We Think, We Set Up, We Design, We Manage. This allows us to support each project comprehensively, from the initial vision to operational management, ensuring that each SPA fully expresses its potential and achieves solid, long-lasting results.
If I had to highlight what truly sets us apart, I would say it’s not the design itself: that is the responsibility of the architects, whom we support with respect and expertise, offering our specific know-how to create functional, sustainable solutions that align with the concept. It’s also not about technology suppliers, because we’ve chosen to maintain an independent stance, allowing us to freely advise on what truly suits each individual project.
Our real strengths lie in an authentic “four aces”:
How did your journey become intertwined with Aquaform's?
Our partnership with Aquaform was born from a value we deeply share: curiosity. Both of our organizations are driven by a desire to explore new directions, to think beyond conventional boundaries, and to push the limits of what’s traditionally expected in the wellness industry. It’s this exploratory mindset that has allowed us to look beyond our own sectors and find inspiration in seemingly unrelated worlds.
Until a few years ago, we each operated within our specific fields. But when we met, it quickly became clear that by combining our expertise, we could create something greater: a continuous dialogue between creative vision and technical know-how, between conceptual thinking and innovation.
The collaboration between bbspa and Aquaform, which has been ongoing for over fifteen years, is now a tangible example of how diversity—in approach, company culture, and experience—can become a powerful asset. Together, we’ve transformed ideas into cutting-edge technologies that significantly elevate the wellness experience.
The solutions we’ve developed not only enhance people’s quality of life, but also help redefine the boundaries and potential of the entire industry. For us, this is the true meaning of innovation: generating real value, starting with curiosity and leading to meaningful change.
How do you interpret the role of water in all its forms within the SPA industry?
Water is the essence of well-being — the primordial element around which every true SPA experience revolves. At bbspa_Group, we go beyond its traditional uses — showers, pools, whirlpools — to explore, together with our technical partners, its untapped potential.
Our goal is to transform water into a deep, multi-sensory journey, one that is innovative and fully aligned with the needs, desires, and expectations of today’s consumers — and tomorrow’s.
In recent years, thanks to our valuable collaboration with Aquaform, we’ve created a genuine “creative contamination” of water-related experiences, integrating unexpected and immersive elements into wellness paths:
· Rain ceilings: scenographic installations placed above pools, bathtubs, or water plazas, where different types of individually programmable nozzles create true “water stories.” Each “rain” becomes part of an immersive narrative, evoking emotion, inner travel, and extraordinary sensations.
· Water curtains: vertical streams that not only define and separate spaces but also transform them. Ideal for immersive environments like Watsu pools or treatment areas within swimming spaces, these water curtains offer visual and acoustic privacy, making water the soundtrack of an experience that remains open, fluid, and boundless.
· Horizontal showers: one of the most meaningful innovations born from our synergy with Aquaform. As a contemporary evolution of the classic Vichy showers, the range developed from the Aquamotus project has redefined this ritual, making it one of the most requested — and profitable — self-treatment solutions in recent years.
Water is life — but it’s also emotion, memory, and wonder. We strive every day to elevate its magic, transforming every drop into a one-of-a-kind experience.
What should never be missing in a luxury SPA?
When we think of luxury, we often imagine a world of exclusivity, elegance, and exceptional quality — a realm where every detail is designed not just to meet a need, but to elevate it into a sensory experience, a symbol of uniqueness and distinction.
However, I believe these principles shouldn't be exclusive to luxury. They should be the foundation of any well-conceived SPA project. True luxury doesn't lie in spectacular design or cutting-edge technology — which often simply reflect the size of the investment — but in the quality of the experience built around each guest, day after day.
An authentic luxury SPA comes to life through people: a carefully selected, continuously trained, and purpose-driven team. That is the one element that is truly indispensable. Human value — expressed through gestures, care, and expertise — is what transforms a beautifully designed space into a memorable place, capable of leaving a lasting emotional impact.
That’s why every high-end project we undertake always starts there: by building a great team and designing a strategy that includes structured training, professional development, talent recognition, and loyalty-building programs. Only then can the idea of luxury be translated into a real, consistent, and truly distinctive experience.
Do you think operators will increasingly rely on SPAs to attract guests in the future?
The answer is a resounding yes. And it’s not just our opinion — the economic data from the wellness sector, as highlighted by the Global Wellness Institute, clearly confirms it. All indicators are positive, and the industry continues to grow steadily.
That said, it’s crucial to draw an important distinction: not every property should invest in a SPA, and those who choose to do so must approach it with full awareness and a well-defined strategic vision. A SPA is not a universal solution, and in many cases, it may not even be the most appropriate option. That’s why it’s essential to understand when — and why — a SPA project may not have the foundations for lasting success.
There can be many reasons for this, some of which are not immediately obvious. For this reason, every SPA project must be preceded by a thorough analysis — not only of opportunities, but also of risks. This includes evaluating the target market, studying the competition, defining clear and consistent design guidelines aligned with the audience, and developing a detailed business plan that includes both construction costs and an accurate forecast of operating expenses and potential revenue.
Only after carefully evaluating, understanding, and sharing these strategic elements can one make a fully informed decision about whether or not to move forward. This rational, methodical approach is essential to ensure long-term success and leave nothing to chance.
How do you communicate the services and wellness paths offered within your SPA?
When launching a SPA project, once the core guidelines of the SPA Concept have been defined, the next step is crucial: developing the SPA’s storytelling. This narrative thread becomes the red line that ties together every aspect of your communication — with current guests, prospective clients, and loyal customers alike. It's the heartbeat of every interaction, the story that accompanies each visit and allows your clients to fully immerse themselves in the experience you’ve designed.
Every SPA must have a story to tell. And that story should be present in every corner of the facility — inside and out. It must be a narrative capable of engaging, inspiring, and awakening the desire to dive into the unique world you’ve created.
From this storytelling, your brand identity will emerge and shape every aspect of your communication:
What are the emerging trends in the wellness and SPA industry for the next five years?
The pandemic shook our certainties and, at the same time, awakened a renewed awareness of the importance of both mental and physical health as vital assets. Within this new context, a powerful trend is emerging: the rise of neighborhood wellness — SPA experiences that are easily accessible and seamlessly integrated into daily life.
The concept of wellness is evolving. It is no longer perceived as a luxury reserved for special occasions or holidays, but rather as a necessary and continuous practice — one that optimizes not only time but also cost. People today are looking for wellness solutions that fit into their everyday routine — convenient, consistent, and holistic approaches to taking care of both body and mind.
To meet this demand, we are developing innovative concepts for urban SPAs, strategically located near living and working environments. The goal is to offer exceptional experiences and tailored services that are always within reach, designed to respond precisely to each client's unique needs.
But the idea of proximity wellness extends beyond city SPAs. It includes Private SPAs — spaces integrated into private homes, hospitality venues, existing SPA facilities, and even corporate environments. The common thread across all these formats is the increasing integration of wellness into the fabric of daily life, allowing people to choose the right experience for their moment, needs, and companions.
In short, wellness is being redefined. It’s becoming a flexible, personalized, and everyday experience — no longer a luxury, but a vital necessity for body and mind. A seamless part of modern living.
How do you envision your SPA of the future? If you could design your ideal SPA without any limitations, what would it be like? What kind of experience would it offer its guests?
To be honest, the SPA of the future we are working on has been in development for several years. In collaboration with architects, international investors, and forward-thinking partners from the Italian Made industry, we are creating a project that not only meets today’s needs but also anticipates future trends in the sector.
The concept is now in an advanced stage, and we are working in great synergy to bring it to life as quickly as possible, without compromising the quality and innovation that distinguish us. While I can’t reveal all the details just yet, I can share that it will be a modular and replicable neighborhood SPA format, designed and developed from scratch, not simply adapted to existing spaces.
We have drawn valuable lessons from past projects, such as De Montel - Terme di Milano, an initiative to which both our companies contributed. While the building was captivating, the existing structure proved more of a challenge than an opportunity for both investors and end-users. This led us to choose a radical approach: starting from a blank slate, optimizing every detail for both investor efficiency and creating an immersive customer experience.
This decision has allowed us to develop something innovative, flexible, and perfectly adaptable to the specific needs of each context. It transforms the SPA into not just a wellness destination, but a viable opportunity for both investors and users. It’s a real solution that marries often divergent needs, finding balance between them.
This is why we decided to call it SpaCubes®: a name that evokes the idea of modules, customizable experiences, and a system that integrates perfectly and harmoniously into any setting.
Stay tuned, as we are confident that what we are creating will represent the future of wellness. You’ll hear more about it soon, and we can’t wait to share every development of this exciting project with you!
On behalf of the entire Aquaform team, we would like to express our heartfelt thanks to Regis for his time and availability. His insights and experience in the SPA and wellness sector have been incredibly valuable and have inspired us to continue exploring new possibilities for innovation. We are excited to have had the opportunity to engage with a professional of his caliber and look forward to continuing our collaboration for an even more cutting-edge future.
Thank you so much!
Team Aquaform
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