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History

Steve Joynes Junior - Owner of eden day spa In a country hotel in Walsall on the 8th January 1969 Steve Joynes Junior was almost literally born into the Leisure Industry. Steve’s father, also Steve, started with extremely humble beginnings, he bought, developed and sold many hotels and leisure developments and now is the Chairman of Hoar Cross Health Spa in Staffordshire. Steve is convinced being amidst this constant talk of business and development from such a young age must have subconsciously set the seeds for where his life would take him. He spent many hours drawing detailed pictures evolving from ‘strange shaped houses with coiled wire for smoke to vast hotels and leisure complexes with elaborate features’. Steve recalls, «I was only eight but I could see the area I was creating in my drawings as though I was actually there, walking through and enjoying them.»

When he wasn't drawing Steve worked hard for his pocket money by labouring on building sites and gardens. He amazed himself by passing his eleven plus exam, and was accepted into Bishop Vesey Grammar School in Sutton Coldfield, Birmingham. His best memories of school days are the days when he was not called upon to answer any questions. Steve says, "If I could have become invisible whilst at school, it would have been perfect." He left school feeling he could have been taught more relating to business and self-development, which would have been both valuable and interesting for his future, and joined the building site full time as a labourer. Knowing this wasnt his ideal career he also attended college in his spare time and gained qualifications as a chef.

Two years on Steve embarked on a trainee manager's position at a large hotel in the West Midlands, he didn't know it at the time but he was about to broaden his skills and knowledge through every department in the hotel. Although this was an extremely enjoyable period in Steves life he never felt truly contented, he had so much enthusiasm inside for creating something but as yet he didn't know what.

Steve approached his father with many ideas, all of which proved to be non viable. His father always encouraged him to keep on thinking whilst continuing to work hard and gain experience. One valuable piece of advice he remembers from his father was "Don't try and reinvent the wheel, simply do what others do and do it better."

The next three years saw Steve striving to find his niche in life. Positions such as a waiter on the QE2, a holiday resort lifeguard, door to door salesman and a recruitment consultant all added to his experience. Steve turned twenty two and was asked to join the latest family venture Hoar Cross Hall.

Steve was immediately captured by his father's enthusiasm and vision for what was set to be a massive undertaking, the development of the largest spa in the UK. This was what he was looking for 'real excitement'. He called on previous building site knowledge and worked hands on during the construction and development stage.

Hoar Cross Hall opened its doors two years later and Steve found himself in yet another role, that of Gym Instructor. "The gym was a fabulous environment to work in, it gave me a real buzz to really help people to achieve something important, the improvement of their health and well being." Steve's father took his own advice 'do what others do but do it better' and changed the rules of a typical health farm. Hoar Cross Hall was the first Spa to give guests what they really wanted, luxury spa service and total pampering rather than strict regimes and diets, that health farms were so famous for. Hoar Cross Hall went from strength to strength and is still today as tremendously popular and successful.

At the age of twenty five Steve was ready for yet another role, one that would change is life and career path forever, he recalls "I sat opposite my father in his office explaining that although I was happy in the gym, I desperately wanted to achieve something, something I could put my name to, my creation." A long discussion began but Steve could see, with his father's desk camouflaged with paperwork, this was not the best time for any result or answers he would like to hear. No conclusion was drawn but the seed had been planted and he went away with determination to develop himself to the fullest.

Just a week later saw both Steve and his father back across the busy desk. This time Steve knew exactly what he wanted saying to his father "I want to know and learn what you know." Steve didn't realise what he was getting himself into as the next 'three years learning' started with totalling organising his father's office and twenty years of paperwork, he completed rewrote and updated the extensive address books (you get to know a lot of people over forty years in business).

The first six months of sitting in meetings seemed to pass like decades, it is very hard to stay alert and focused when you don't understand the subject let alone the questions. "I remember falling asleep, bolt upright in an extremely uncomfortable chair, during a financial meeting only to be told afterwards it was very exciting new", another lesson learnt. Steve stuck with it and progressed learning more and more, finally resulting in handling the marketing and promotion of the resort.

The learning curve was fast, most in totally un-charted waters, but Steve now had valuable information, knowledge and even more determination to create that 'something' he could call his own. Convincing his father of the benefits to have his own office was a stage that Steve would not like to repeat. It was no easy task as his father realised this was the start of Steve Junior going his own way, reminding him of the time, aged about eight when he had been asked if he could call him Dad and not Daddy.

In his own office the foundations for Steve's idea (whatever it was) were far stronger than ever before, his 'brainwaves' could now be properly planned and proven to work, or fail, on paper at least. With Hoar Cross Hall occupancy levels soaring for both day and residential guests Steve, now twenty eight, finally had his 'idea' and as much proof as you can get in any new business that it was a visible scheme.

Filled with adrenaline and masses of enthusiasm he set about drawing plans for the UK's largest, most luxurious unique spa, one which concentrated totally on providing benefits to guests who only wished to stay for a day of relaxation. He first listed ten points he needed for an ideal site, contacted every commercial estate in the country and discovered a place called 'The Couer De Lion Restaurant' this most unusual and stunning property set Steve's imagination and heart racing, an offer (under budget) was made and accepted. What happened next Steve would not wish on his worst enemy.

Meeting after meeting with English Heritage ensued, each one leaving Steve more frustrated. New plans had to keep being drawn, each time with Steve hoping he had guessed correctly as to what they required. Eighteen months on in yet another meeting Steve recalls asking "Please just tell me what you really like to see done with the building?" Steve knew it was to fully restore it or nothing at all, the answer he got was 'Do you think you have got the right place?'

Although this was a frustrating and difficult period, with Steve feeling increasingly low at not been able to start building his 'dream' that he was so passionate about, he continued his efforts of pushing plans for 'the new spa' even further whilst maintaining his responsibilities for the marketing for Hoar Cross Hall.

English Heritage and Steve Joynes Junior finally agreed with the decision to completely rebuild the vast conservatory that once stood as Middleton Towers main dominating feature, and also add another smaller conservatory. These latest plans saw the original construction budget soar by 500,000, but with additional funding secured the plans were finally passed. Steve recalls "I didnt know whether this was really finally happening or if it was a dream" Reality soon hit home with over eighty contractors on site each day, the 'project' had begun. Alongside managing the marketing for Hoar Cross Hall Steve lived and breathed his project, focussing one hundred percent with any spare time he had. eden day spa opened on 1st February 2002, Steve Joynes Junior's creation. Previous job experience had helped but Steve says the three years working alongside his father proved invaluable, without his father's teaching and guidance the Spa would not have been possible.