A Larger Sense of Purpose
At Burke Williams, impact is shaped not only by the experience inside the spa, but by the way we show up beyond it through connection, generosity, and meaningful action in the community.
Burke Williams established the Blue Heart Warriors Foundation to combat human trafficking from the spa industry.
Blue Heart Warriors Foundation is our philanthropic initiative, created by Bill and Theresa Armour to fund vetted organizations working in prevention, rescue, and restoration for survivors. It reflects our larger purpose to use our platform, resources, and reach in ways that create meaningful impact beyond the treatment room.
We support organizations working to prevent human trafficking, rescue survivors, and help rebuild lives through long-term restoration. By investing across these stages, we are able to support both immediate intervention and the longer path toward healing and recovery.
Blue Heart Warriors is one of the clearest ways we put our values into action. It reflects our belief that our work should stand for something beyond the experience we create in the spa. It also speaks to the importance of protecting the integrity of professional massage and taking a stand against exploitation wherever it exists.
A portion of proceeds from every service supports Blue Heart Warriors Foundation.
That makes this mission part of our everyday business, not a separate initiative on the side. Every treatment becomes part of something larger, allowing guests to participate in meaningful impact through the services they already book.
At Burke Williams, business is approached with purpose. The idea of Sacred Commerce reflects a belief that care should extend beyond the spa, creating a positive impact through the way the brand supports guests, employees, and the broader community.
Hands of Hope is our internal employee support fund, created to help team members facing financial, medical, or personal hardship. When support is raised for an employee, Burke Williams and the Armour family match contributions to deepen the impact and strengthen the people at the heart of our community.
You Make The Difference
Each of us has a special role in the Burke Williams experience. It’s what we bring and who we are that truly matters.
Creativity is Inspiring
We are empowered to find creative solutions that will brighten someone’s day and put a smile on their face.
Serving Others Is a Noble Calling
We are called to serve our fellow man every day and each of us is our fellow man. It’s our pleasure!
We Are Family
Family is the heart of Burke Williams. Our company was started by a family and is owned by a family. Families grow and change, but they always have each other’s backs. We welcome YOU to our family.
There Is Nothing More Satisfying Than The Word ‘WOW’
It’s the moment a guest smiles at an unexpected pleasure, a complimentary bath, a lovely bite of fruit, a birthday greeting in their locker. We want everyone to say ‘WOW.’
The Best Leader Is One Who Serves
Our leaders serve the company, our guests, and most of all, you. They inspire trust and lead by example. They strive to nurture the leader in all of us.
Whatever We Do, Let’s Do It With Our Heart
Life is a lot more fun when we live it with love. Lead with your heart. Find joy in your work. Happiness will follow.
Pride, Graciousness, Passion, + Optimism Are Always ‘Five Star’
These characteristics are the foundation on which our acclaimed attention to detail is based.
A Culture Of Humility Is Beautiful
It glows with every act of service for another.
As we continue to grow, the Blue Heart Warriors Foundation remains an important part of how our brand puts its values into practice.
It is both a philanthropic effort and a statement of purpose, showing that impact is measured not only by what happens inside the spa, but by what our brand chooses to support beyond it. In that sense, the foundation remains an enduring part of our story.