Scaling wellness: SpaBreaks hits <10% category share while leading the UK market

The Ecommerce Toolbox: Expert Perspectives

This time, Kailin Noivo sits down with Marc-André Hade, Chief Commercial and Marketing Officer at SpaBreaks, to explore how a call-center-led business transformed into the UK’s largest digital-first spa and wellness marketplace. With leadership roles at eBay, StubHub, and TheFork, Marc-André brings a wealth of experience in scaling two-sided platforms and leading commercial strategy in competitive consumer markets.

In this episode, Marc-André shares why “availability, availability, availability” is the mantra of marketplace success, how aligning commercial and marketing teams fuels both brand building and ROI, and why loyalty programs are essential in defending repeat bookings in low-frequency categories. He also unpacks how SpaBreaks is democratizing wellness through inclusive messaging and accessible pricing, what it really means to balance brand and performance marketing, and why AI disruption and value-conscious consumers are reshaping ecommerce in 2025.

What You’ll Learn

• Why availability is the #1 unlock in marketplace supply strategy.
• How SpaBreaks aligns commercial and marketing to drive both upper funnel brand growth and short-term ROI.
• The role of loyalty programs in defending repeat bookings in low-frequency categories.
• Why democratizing wellness requires inclusive messaging, accessible pricing, and education.
• How to balance performance vs. brand investment with a finance-first lens.
• Why AI disruption, wellness mainstreaming, and value-conscious consumers are top macro trends for 2025.

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