Nick Jones, the brains behind the Babington House hotel in Somerset, England, and the private Soho House clubs in London and New York, has a mission: to infuse some cheekiness into spa culture. To that end, he's planning to open the Cowshed Relax spa in the Scotsman Hotel (20 North Bridge; 44-131/556-5565; www.thescotsmanhotel.com; doubles from $449), Edinburgh's hippest address. Jones explained his spa ethos to Travel + Leisure.
WHAT'S IN A NAME "There once were cows in the treatment shed at Babington House. Plus, with the word cow you can have fun. Like, your boyfriend can give you a pot of one of our potions—Grumpy Cow or Frisky Cow, depending on your mood."
TWO TO UNTANGLE "We're about to introduce Cow Groom. You sit in a reclining chair and one person works on your upper half while another works on your lower half. You can have a facial and pedicure at once. It's the next big trend in treatments."
THE COWSHED MOOVES ON "We're bringing our products to the English hotel 42 The Calls (Leeds; 44-113/244-0099; www.42thecalls.co.uk; doubles from $252). We're also talking about opening a Cowshed in Heathrow's Virgin Lounge."
—Heidi S. Mitchell