Today we’d like to introduce you to Jodie Appel.
Hi Jodie, so excited to have you on the platform. So before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?
My story with opening the Asheville Salt Cave really begins with my father, Neal. My dad who was actually a pharmacist, and not someone you would necessarily describe as “holistic.” He spent years struggling with asthma and allergies, he discovered a salt cave while traveling to visit me in South Carolina in 2009 and he experienced such a profound improvement in his breathing that he became determined to bring the experience to help others. That sparked years of research, travel, and planning. In 2012, my father and I opened Asheville Salt Cave on Eagle St. in Downtown Asheville.
I had already spent years working in holistic health and wellness as a massage therapist, hydrotherapist, herbalist and aromatherapist. Wellness and healing had always been a big part of my life and I was also ready to help people on a larger scale find balance in their bodies.
What began with my father’s personal experience eventually became a place where thousands of people could come to breathe, rest, connect, and experience different forms of healing and resetting the body, mind and spirit. My background in holistic health shaped the services and philosophy behind the Asheville Salt Cave, while my father’s original vision and entrepreneurial spirit remains at its heart.
Today, Asheville Salt Cave is not only my life’s work—it is also part of my father’s legacy. What started with his desire to find healing for himself became our family’s way of creating a space for healing for others.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
There have been many learning curves along the journey. One of my first was learning how to manage people. I had never led a team before, so I learned to lead with kindness and compassion while also keeping a clear and firm vision of what it takes to run a successful business.
COVID was one of the sharpest curves. Like so many small business owners, we wondered whether people would feel comfortable being in the same room with strangers again, or whether they would want to receive a massage or spend time in a shared wellness space. We were incredibly grateful to discover that people still wanted connection, healing and community—and that, together, we would find our way forward.
Then came Hurricane Helene. We had only just begun returning to full capacity after COVID when the storm brought another unexpected challenge. Thankfully, our homes and building were not damaged, but losing power and water, as well as our peak tourist season, forced us to close and once again test our resilience.
And once again, our community showed us what resilience really looks like. People came together, supported one another and helped local businesses get back on their feet. The support of our community made it possible for us to move forward again. Each of these challenges has taught me that the road is rarely smooth—but with flexibility, creativity, perseverance and the support of the people around you, you can keep moving forward.
Appreciate you sharing that. What should we know about Asheville Salt Cave & Spa ?
Asheville Salt Cave & Spa is a wellness sanctuary centered around the restorative properties of salt, connection, and intentional self-care. We offer Salt Therapy, massage and bodywork, and our private Hammam steam room ritual, creating experiences that invite people to slow down, breathe deeply, and reconnect with themselves.
Our philosophy is rooted in the belief that wellness doesn’t have to be complicated. Sometimes it is simply about creating the space to pause, breathe, and allow the body and mind to reset. We strive to make every experience feel grounded, nurturing, and spa-quality, while still honoring the natural elements and traditions that inspire our work.
What sets us apart is the combination of our unique salt cave environment, skilled practitioners, and the personal care we bring to each experience. We have continued to grow and evolve while staying true to our original intention of creating a place where people can experience genuine rest, restoration, and connection.
I am especially proud of how our brand has grown over the years, including the development of a clear, beautiful, and increasingly sustainable line of products. We are mindful of the impact our choices have both on the planet and on our bodies, and we do our best to make thoughtful decisions about the products we create and the materials we use.
More than anything, I want people to know that Asheville Salt Cave is about creating a meaningful experience—not simply offering another service. Whether someone comes in for salt therapy, a massage, a Hammam ritual, or one of our community experiences, our hope is that they leave feeling a little more grounded, restored, and connected than when they arrived.
We love surprises, fun facts and unexpected stories. Is there something you can share that might surprise us?
Something that may surprise people is that my path to wellness began in a rather unexpected place—with animals. Long before I was working in the wellness world, I spent years caring for and working with exotic and domestic animals, including but not limited to elephants, giraffes, sea turtles, and even 76 chimpanzees.
I was part of the team that helped open a specialty veterinary hospital in Miami, Florida and was specialist veterinary technician for over 15 years, and throughout that chapter of my career, I had the opportunity to work in zoos, nature centers, wildlife facilities, and rescue organizations.
Working with animals also gave me a deep appreciation for the relationship between environment, behavior, and well-being. Animals are incredibly sensitive to their surroundings, and I learned firsthand how much a safe, calm, nurturing environment can influence how they respond and heal.
Looking back, I can see that those experiences were not as separate from my work today as they might seem. My career eventually evolved into massage, hydrotherapy, aromatherapy, and holistic wellness, and ultimately into the creation and growth of Asheville Salt Cave. While the setting changed dramatically—from elephants and chimpanzees to salt and healing spaces—the underlying philosophy remained surprisingly consistent: create an environment that supports well-being, pay attention to what the body is telling you, and approach care with compassion and respect.
It’s an unusual path, but one I’m incredibly grateful for. Those early experiences shaped the way I see care, connection, and healing to this day.
Contact Info:
- Website: https://ashevillesaltcave.com
- Instagram: @avlsaltcave
- Facebook: @avlsaltcave
- Twitter: @avlsaltcave
- Youtube: @ashevillesaltcave
