Serenity Day Spa isn’t run by your typical masseuse — it’s the passion project of an Army veteran.
Plant City resident Keith Brewer Sr. served his country in the United States Army for 33 years, between active duty and his service in the Department of Army Civilians.
Now, he continues his service to fellow veterans and law enforcement officers. He opened Serenity Day Spa, with friend Donna Bogan, in Historic Downtown. The Greater Plant City Chamber of Commerce held a ribbon cutting for the spa May 4.
The full-service spa offers the usual mani-pedis and facials, but also offers a variety of massages, peels and reflexology sessions — services that Brewer believes can help area vets.
“I believe in this stuff,” Brewer said. “It has helped me immensely.”
During his time in the military, Brewer was injured and had a broken neck and back problems. When he was sent to a massage therapist for pain management, Brewer was skeptical.
“I thought it was for girls,” he said. “I was the ultimate soldier. I can bench press a Volkswagen. But I need the massages to get the blood to those injured areas. It’s preventative medicine.”
Working for Wellness
Once Brewer realized massages and reflexology helped him deal with his injuries, he quickly became an avid supporter of the practices.
In 2010, Brewer reconnected with Bogan and her fiance, Greg Hernandez, at a Plant City High School class reunion. Brewer stayed in touch with the couple throughout the rest of his Army service.
When he made the decision to retire, Brewer was stationed in Virginia.
“I was wanting to come back here,” he said. “I started telling Greg my desire to retire. I wanted to do sports apparel at first.”
However, Hernandez, who used to be a small business consultant, advised Brewer to open a business selling something that had worked on him. Naturally, Brewer turned to spa services, and Hernandez came on board as the company’s CFO.
Today, Serenity Day Spa is filling up with eager clients.
“(Last) week, every single day we’ve had bookings,” Bogan, who serves as co-owner and operations manager, said. “We have clients coming as far as Bartow and Riverview.”
While clients are welcome to make an appointment at the spa for a day of rest and relaxation, Brewer and his team offer discounted prices for law enforcement officers and military members. The company accepts insurance.
“All they have to do is show their ID or uniform or evidence of their military service,” Brewer said. “And they’ll always get that discount.”
Potential clients who have never visited a spa are bound to find something they like, according to Hernandez.
“It takes a lot of tenacity to do a business like this,” he said. “You’ve got to have someone that’s good.”
The company has hired individuals with specific talents for their various services. Adrienne Rose serves as the spa’s
esthetician, while Michelle Muffley and Julie Sanford serve as the massage therapist and reflexologist, respectively.
“It helps to promote healing,” Brewer said. Brewer added the services can help with issues that aren’t necessarily physical, such as anxiety and PTSD. “It’s a relaxing environment.”
Serenity Day Spa is located in Historic Downtown Plant City. The business accepts clients by appointment only but is open seven days a week.
Contact Emily Topper at etopper@plantcityobserver.com.
