Titan 100 Logo
Recognizing 100 CEOs & C-level Executives
Marty Langenderfer Spavia

Marty Langenderfer

Founder & CEO


Location: Greenwood Village

Founded: 2005

Industry: Spa Industry

In 2005, Marty Langenderfer and his wife, Allison, identified a significant opportunity in the day spa industry – the lack of affordable, luxury resort-style experiences within neighborhood settings. This realization led to the inception of Spavia, a venture that combined the luxury of a resort spa with the convenience and affordability of a local day spa.

The entrepreneurial journey began with meticulous market research and strategic planning. This attention to detail extended from the design and ambiance of the spas to the selection of treatments and customer service protocols.

Spavia’s mission focuses on making a positive difference in the community through the improvement of mental and physical wellness. “It’s a journey, not a race, to build a legacy and a reputation of being the best, delivering the best and creating a culture that the team is proud of each day,” said Langenderfer.

The debut location in Denver served as a proving ground for Spavia’s business model and philosophy while setting the stage for expansion and a blueprint for future locations. Their expansion plan targets 200 locations in the next decade with a focus on areas like Arizona and Texas. “Spavia’s franchising model is tailored to attract individuals who share a passion for wellness and excellence in guest experiences,” said Langenderfer. “Prospective franchisees can expect comprehensive support, ranging from training in signature spa treatments to guidance in business management and community engagement.”

Langenderfer has insight on sales, marketing and branding based on his journey from a CPA to roles with Travelocity and Dish Network.

A key element of Langenderfer’s leadership philosophy is his focus on building cohesive teams and establishing scalable systems. His initiatives, such as the St. Moritz Massage Academy and the Sway concept, reflect his innovative mindset and ability to adapt to market changes, said his staff.

“Marty’s leadership style is characterized by high energy and a strong need for achievement, qualities he believes are vital for any effective leader,” said his staff. “For aspiring leaders, Marty emphasizes the necessity of foundational knowledge and continuous learning.”

One of the most crucial risks he took in his career was transitioning from a traditional corporate role to pursue entrepreneurship with the founding of Spavia.

“I recognized that to truly innovate and create something meaningful, I needed to step out of my comfort zone and embrace the inherent risks of entrepreneurship,” he said. “Ultimately, the risk was worth it because it aligned my passion for creating innovative concepts and driving scalable growth; it has been a journey of immense learning and personal growth, reaffirming my belief in the power of calculated risks to propel us toward our goals.”

Presented by:

Did you know?

That is a tough question. If I were to have a superpower, it would it by strategic approach and foresight to bettering people’s lives. Being at Dish I realized why not do something more with the knowledge I have in advertising to change people’s lives for the better and something they could benefit from in real time. With my background in finance, marketing, operations, and entrepreneurship, I believe I have a unique ability to navigate complex challenges and drive innovation across our industry. My wife and I’s vision, honed through years of experience in leadership roles at renowned companies like Travelocity and DISH Network, has enabled me to anticipate market trends, identify opportunities, and chart a course for sustainable growth. I would say what attributes to my superpower isn’t just about expertise in one area—it’s about my holistic approach to problem-solving and an unwavering commitment to excellence in every endeavor with Spavia and my team.


Select your market(s)*