Fresha, the world’s most recommended AI-powered booking platform for beauty and wellness, is accelerating its expansion in Poland. The company has opened a new office in Warsaw and appointed Maciej Walczewski as General Manager for Eastern Europe.

About Fresha

Fresha is a global booking and payments platform built for the beauty and wellness industry. It brings together scheduling, integrated payments, marketing automation, team management, and a consumer-facing marketplace into a single ecosystem, allowing salons, spas, barbershops, and wellness studios to run their businesses end to end.

The platform is trusted by more than 130,000 partner businesses across over 120 countries. Its consumer marketplace connects millions of clients with beauty and wellness providers worldwide, generating over a million monthly app downloads and more than $1.4 billion in monthly appointment value.

Fresha’s Growing Footprint in Poland

Poland has quickly become one of Fresha’s most dynamic markets in Europe. The number of active partner businesses using the platform in Poland has climbed 296% year on year, a pace of growth the company says justified establishing a dedicated local structure rather than managing the market remotely.

To support this momentum, Fresha has moved into a larger Warsaw office, from which it plans to build out a full commercial operation:

“We want to bring Polish SMBs and enterprise operators a platform powerful enough to reshape how the industry operates. By connecting partners to Fresha’s complete ecosystem, we can help them run smarter, understand their customers more deeply and make better decisions through advanced configuration, customer tracking and in-depth reporting,” said Maciej Walczewski.

Commercial and Marketing Teams in Warsaw

From its new base, Fresha intends to rapidly scale a local commercial team spanning sales, account management, and partner support, giving Polish businesses direct access to on-the-ground market expertise. The company also plans to invest in dedicated marketing and brand-building activity, strategic partnerships with industry players, a stronger presence at Polish beauty and wellness events, and continued localization of its product for the market.

Leading this effort is Maciej Walczewski, with nearly 13 years of experience scaling technology and marketplace businesses across Central and Eastern Europe. Before joining Fresha, he held senior commercial roles at Uber, Google, Ovoko, GoStudent, and Packhelp, including a stint as GoStudent’s Country Manager for Poland.

“I’m excited to lead this next chapter and build a team that understands the Polish market, champions our partners and establishes Fresha as the platform of choice for beauty and wellness businesses across the country.”

What Does Fresha See in the Wellness Sector in Poland?

Fresha frames the Warsaw expansion as a direct response to market demand rather than a speculative bet: the near-threefold growth in active partners signaled that Poland’s beauty and wellness sector was maturing faster than the company’s existing remote setup could serve. Local leadership, the company says, is needed to keep pace with a market it describes as ambitious and fast-evolving, while also giving Fresha a stronger regional base to serve the wider Eastern European market.

William Zeqiri commented on the Polish beauty sector:

“Poland represents an important growth opportunity for Fresha and is a key part of our long-term European strategy. It has a vibrant beauty and wellness industry, ambitious business owners and a strong appetite for technology that creates better experiences for both businesses and their clients.

Poland’s Appeal Continues to Grow Beyond Tech Engineering Hubs

While much of the recent wave of international investment in Poland — from companies like HelloFresh, Klarna, and Toyota — has centered on engineering and AI talent, Fresha’s expansion reflects a different pull: the strength of Poland’s consumer-facing beauty and wellness sector itself.

From independent professionals and owner-run salons to multi-location groups and fast-growing brands, the market is drawing platforms that want direct, locally led access to a rapidly scaling customer base, another sign that international companies are finding multiple reasons, well beyond cost or software talent, to plant roots in Poland.

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