Sway by Spavia Opens in Larimer Square, Introducing the Future of Wellness to Younger Generations - What Now Denver

[Lisa Hay]

Sway, the full-service wellness club concept created to redefine the future of self-care, officially opens its flagship location in Larimer Square on February 25. Sway blends the best in facial bars, massage, and remedy technology with a membership model focused on affordability to meet health and wellness needs designed for the new generations of wellness seekers: Millennials, Gen Z, and Alpha X.

Positioned at 1428 Larimer St., Sway offers a variety of massages including deep tissue, CBD, salt stone, and sports massages. Specialized facials include the ‘Forever Young’ for anti-aging, the ‘Pore Perfection’ for acne-prone skin, the ‘Glow Getter’ for hydration and the ‘Sensitive Silk’ to reduce redness. Guests have the option to elevate their facial or massage experience with “boosts” or “super boosts,” such as Microcurrent, Hydraderm, Infrared PEMF mat, cupping and lymphatic drainage, or by extending their relaxation time to 80 minutes. To ensure premium results, Sway is partnering with Eminence, renowned for its effective organic skincare products that result in noticeable improvements in skin texture and appearance.

“We are thrilled to have Eminence as the primary skincare line at Sway,” said Attila Koronczay, General Manager of Eminence in a statement. “We incorporate unique Hungarian massage techniques that blend vigorous movements with gentle strokes to enhance blood circulation and promote lymphatic drainage to improve the delivery of nutrients and oxygen to skin cells. Each treatment will result in a more lifted, toned, and radiant complexion.”

Sway takes wellness beyond the typical spa visit as one of the first wellness clubs in the U.S. to feature Aescape, an AI-powered robotic massage system. Already making waves in luxury wellness spaces like Equinox, Aescape combines robotic precision with human-like touch to deliver a fully customized massage based on each guest’s unique needs. Using advanced robotic arms, precision data sensors, and an intuitive user interface, the system generates a 3D model of each client’s body from over a million data points, enabling guests to personalize their massage with preferences for pressure, focus areas, and music. Adapting with each session, the AI learns individual preferences to deliver consistent, deeply customized care.

“We couldn’t think of a better partner to bring Aescape to Colorado than Sway. Their approach to making high-quality wellness more accessible aligns perfectly with our mission to redefine massage for the next generation,” said Eric Litman, Aescape founder and CEO.

The Remedy Room is Sway’s dedicated recovery space to enhance overall physical well-being, features trending treatments such as Normatec Lymphatic Compression by Hyperice, Cold Plunge, Sauna, and LED Light Therapy by LightStim.

“We’ve identified an unmet need in big cities for health and wellness services tailored to younger generations,” says Emily Langenderfer, Director of Sway. “We believe that wellness should be accessible, innovative, and reflective of a modern lifestyle and our mission is to provide a holistic wellness club where self-care is embraced in its most authentic form. Sway is the first of its kind, bringing together the best in facial bars, massage, and remedy technology with a membership model focused on affordability, epitomizing luxury without the high price tag. With its sleek, timeless design, Sway will become your go-to happy place for rejuvenation amid the bustling city life.”

Sway is open to all, and treatments can be booked á la carte, however, for those looking to frequent the space, the membership option may be of interest. Members will have access to a private lounge, where Erewhon-inspired beverages and snacks will be available and members may also enjoy our Sway Spritz Wellness Mocktail each visit.