Trybe, the UK-founded hospitality technology platform for spas, leisure and wellness operations, has appointed Erica Martin as Sales Director for North America. The hire marks a significant step in the company’s push into one of the most commercially promising markets for wellness and spa technology.
Martin brings more than 15 years of experience in hospitality technology to the role, with a career built on helping hotel and spa operators navigate complex digital transitions, unlock new revenue streams and improve operational performance. She is perhaps best known for her tenure at Book4Time – now a part of the Agilysys portfolio – where she progressed from Product Specialist to Sales Director for Strategic Accounts, advising ownership groups and multi-property operators through large-scale technology adoption. Her work there placed her at the intersection of enterprise hospitality and software implementation, giving her an unusually practical understanding of the operational realities operators face when modernising their systems.
At Trybe, Martin will lead the company’s strategic sales initiatives across North America, working to scale adoption of its next-generation platform among hotel groups, spa operators and leisure businesses. Her experience guiding multi-property companies through digital transformation is particularly well suited to Trybe’s current ambitions in the region, where the case for unified, cloud-native operations management is increasingly well understood but still far from universal.
Ricky Daniels, Co-Founder of Trybe, described Martin’s appointment as a natural fit. “Erica brings an exceptional depth of industry knowledge and credibility that aligns perfectly with where Trybe is headed,” he said. “She understands the real challenges operators face because she’s spent over a decade helping solve them.”
Trybe’s platform is designed as an all-in-one operational solution for hotels, spas, leisure facilities and bathhouses, unifying bookings, scheduling, payments, memberships and reporting within a single cloud-native system. The company currently serves more than 300 hotels, spas and wellness centres globally, with clients ranging from independent boutique properties to group operators. Its integration-first architecture allows the platform to slot alongside existing property management systems rather than requiring wholesale technology replacement – a distinction that has accelerated adoption among larger, more complex organisations.
The North American market represents a particular growth opportunity for Trybe. The region’s hotel and spa sector is home to some of the world’s most sophisticated operators, yet many continue to run fragmented, legacy systems across their leisure and wellness divisions. Martin’s fluency in that landscape, and her background navigating enterprise accounts, positions her to make a direct commercial impact.
Her appointment sits within a broader investment Trybe has been making in its North American team. Last year the company brought on Sal Capizzi – formerly Vice President of Marketing at Book4Time – as Senior Vice President of Growth and Marketing, with a specific brief to build strategic partnerships across the region. Martin will work closely with Capizzi. Joining at the same time as Martin is Shane McMackin, appointed as Customer Success and Onboarding Executive. McMackin brings direct spa operations experience from Four Seasons alongside client-facing expertise developed at Book4Time, and will focus on supporting North American customers through implementation and beyond.
The three hires collectively represent a deliberate resourcing of Trybe’s North American commercial engine at a moment when the company is scaling with intent. Earlier this year, Trybe also launched Hospitality Next, a podcast hosted by Capizzi and aimed at operators, technologists and investors shaping the future of the sector – a content-led initiative that signals ambitions well beyond the transactional.
Martin herself reflected on what drew her to the role. “Trybe represents exactly where the industry is going – modern, intuitive and built to unify the entire guest journey,” she said. “There’s a huge opportunity in North America to rethink how spas, wellness and leisure experiences are powered, and I’m thrilled to be part of that journey.”
