Spavia day spa franchise plans to soon open 10 new spas in Colorado as part of its ambitious expansion plans, with the longer-term goal of reaching 100 sites across the US.

The spa chain is following the trend of rapid expansion demonstrated by other US spas such as Massage Green Spa.

Spavia currently has four locations in Colorado, two of which are in Denver areas Park Meadows and Greenwood village. The two newest outlets are in The Orchard Town Centre and Boulder.

Each spa provides a range of treatments such as massages, facials, waxing and body treatments.

Designed by the company’s president, Allison Langenderfer, and a team of interior designers – Spavia expects to provide service for 3,000 to 5,000 unique guests in the first year of each of its 10 new spa facilities.

Offering treatments using skin care products by Image and Sanitas Skin, Spavia’s Langenderfer told Spa Opportunities the company is keeping a wide target market aimed at both sexes: “I believe spa services have a strong appeal from Baby Boomers to the Millennial Generation.”

The similar expansion of the Massage Green Spa franchise, which currently has 45 locations in six states with more than 500 units under development, highlights the trend for cheaper treatments at increased facilities in an attempt to drive profits up. The company provides around 1.5m treatments a month and reached US$1bn (€0.7bn, £0.5bn) in system-wide sales last year.

While it is much farther ahead in its business development than Spavia, Massage Green Spa is aware of the challenges – including fewer qualified therapists in the market and franchisees cutting costs. Massage Green Spa seeks to tackle them by extensive training programmes for franchisees and employees.