How FFOLKESPA Transformed Its Spa Operations with Trybe

Seven years ago, Ffolkes, then a traditional coaching house, was purchased by 
in 2016, Iain and Clair Wilson where they reimagined Ffolkes,  and the team transformed it into a vibrant, experience-led destination within the group’s collection of boutique hotels.

The pub was redesigned, with bold colours such as pinks, yellows, oranges, and reds introduced to attract a younger demographic. The addition of on-site container golf further enhanced the playful atmosphere, creating something unique with a distinctly quirky identity.

In September, after two years of planning, FFOLKESPA opened its doors: a communal, upbeat space designed to break away from the typically reserved spa experience by offering cocktails, music, and a lively, sociable vibe. Across Norfolk Passport’s three properties, Ffolkes, Byfords, and The Pigs, the hotels now operate 72 bedrooms, with Ffolkes contributing 22 rooms alongside its new spa and leisure offering, strengthening our mission to create destinations that go beyond just food and accommodation.

Challenges FFOLKESPA faced prior to working with TRYBE.

FFOLKESPA partnered with Trybe because the team demonstrated the right mindset toward technology, integrations, and partnership. 

Unlike other suppliers, Trybe approached the relationship collaboratively, sharing Ffolkes’ focus on efficiency, innovation, and delivering value through modern, user-friendly tools. Early adoption also meant Trybe could adapt its platform around Ffolkes’ needs, developing features such as capacity management, dynamic packages, and self check-in kiosk support in response to real operational requirements.

Initially, the Norfolk Passport group sought to replace outdated salon software at The Pigs, which lacked the sophistication and integrations required for a full spa operation. We wanted a modern, and cost effective solution. Trybe provided a seamless solution that connected with the group’s wider tech stack, including its custom-built room booking engine, allowing guests to book spa treatments at the same time as their stay. 

This integration scaled effortlessly from The Pigs to the much larger FFOLKESPA, supporting everything from overnight stays, to sauna rituals, to capacity management, to spa packages. 

This success we’ve seen across all sites has solidified Trybe as the ideal long-term partner.

How TRYBE has improved FFOLKESPA’s Operations. 

Trybe has delivered a significant impact on both the guest experience and the operational efficiency of the FFOLKESPA team. Its intuitive, user-friendly design streamlines daily workflows while ensuring a smooth, integrated booking journey for guests. Although guests see a single seamless booking flow, Trybe works behind the scenes alongside the PMS and F&B systems to create an elevated, connected experience. A major advancement has been the ability to sell overnight stays and spa packages in one unified journey, something previously impossible.

For therapists, Trybe provides clear visibility of daily and weekly schedules, easy appointment management, and a holistic overview of operations. With four treatment rooms soon expanding to eight, and a team of 30, the system scales effortlessly with the spa’s growth. 

It's a much easier system to use that creates team accountability.  We have user permissions where we can see who's doing what; from therapists, to the marketing team, everyone can have different access. 

Trybe’s self check-in kiosks, have introduced innovative touchpoints the team didn’t know they needed, enabling Ffolkes to offer a uniquely fun and modern spa experience that reflects its distinctive brand. 

The kiosks provide tailored on-screen instructions based on each guest’s booking, creating a personalised and intuitive start to their visit. Guests simply scan the QR code from their confirmation email, and start the check-in process. Each visitor receives a personalised RFID wristband linked to their profile and payment method, giving them seamless access to facilities and enabling effortless, cashless payments. This industry-first, contactless solution removes the need for phones or wallets and streamlines every stage of the guest journey, from arrival to departure, ensuring a fully immersive and frictionless spa experience.