Sal Capizzi has been appointed senior vice president of growth and marketing at Trybe, where he will be in charge of expanding the brand internationally and building its position as a leader in hospitality and technology for the spa and wellness sector.

Capizzi was previously vice president of marketing at hospitality software company Agilysys and Book4Time, before Agilysys acquired it. He has experience in operations and development for luxury wellness projects.

In his new role, Capizzi will identify high-value markets globally and build strategic partnerships with hospitality groups, industry associations and complementary tech providers to fuel the adoption of Trybe’s solutions.

Growth

Ricky Daniels, co-founder of Trybe, told Spa Business about Trybe’s plans: “At present, Trybe is proud to be working with around 300 properties across 32 countries, from stunning independent properties to a growing number of multinational hospitality groups. Our immediate focus is on building on this strong base.

“Over the next six months to a year, we expect to see significant growth, particularly in North America, alongside steady expansion in Europe and Australia,” added Daniels. “North America, in particular, has become a key focus, with growing demand and an already established customer base in the region.

“It’s an especially exciting moment to welcome Sal to the team, as this coincides with the launch of our US entity,” continued Daniels. “We’re also actively expanding our sales team worldwide to support our growth and continue building strong relationships with our customers.

“Looking further ahead, our ambition is to firmly establish Trybe as the leading spa and leisure software partner globally, scaling our reach into thousands of properties within the next five years,” said Daniels.

North America

Capizzi told Spa Business that his focus in North America will start with both the East and West coasts, where the density of luxury hotels, resorts and wellness destinations is highest.

“On the East coast, cities like New York, Miami and Boston will be a priority because of their international traveller base and high demand for wellness-driven experiences,” said Capizzi. “On the West coast, markets such as Los Angeles, San Diego and San Francisco stand out for their innovation in spa and wellness programming, as well as their proximity to the tech-driven travel audience.

Large resort destinations such as Las Vegas, Scottsdale and coastal resort towns like Naples and Laguna Beach will also be a focus. “These locations are where mid-market and luxury properties alike are looking for ways to elevate ancillary revenue and guest experience through technology,” added Capizzi. “The strategy is a balance: targeting iconic cities that set global hospitality trends, while also partnering with destination resorts where wellness is a central pillar of the guest journey.

Capizzi also said Canada represents exciting opportunities due to its thriving thermal and Nordic spa culture: “Trybe’s modern platform is perfectly positioned to support these unique, experience-driven properties, helping them optimize operations and unlock new ways to engage their guests.”

Resorts in Mexico and the Caribbean are also on Capizzi’s radar due to the increasing number of resorts that are integrating wellness into their offerings. “By extending our reach into these markets, we’re ensuring that Trybe is part of the transformation happening across the Americas, from urban luxury spas to destination resorts and wellness retreats,” he said.

Marketing focus

Capizzi will have a close relationship with the sales teams in different regions to ensure marketing messaging is aligned to generate both interest and increase the value of contracts.

He will also play an active role at industry events, demonstrating how to solve real operational challenges using Trybe’s software, to showcase the brand’s authority in innovative business solutions.

Operations experience

Capizzi’s career started in the hospitality and wellness industry when he ran flagship spas for Equinox in New York City, US. He also designed and scaled wellness programmes at the membership-driven Nexus Club New York – co-owned by Justin Timberlake and Tiger Woods.

The pandemic allowed Capizzi to lean into his passion for systems, technology and marketing – and their ability to help wellness and spa brands accelerate growth and reach. He brings this range of experience to his role at Trybe.