The purpose of the study presented in this paper is to explore the relationship between entrepreneurial learning, innovation and quality management in the wellness industry. The theoretical framework is based on theories from quality management, organisational learning and entrepreneurship. An empirical study involving seven spa-hotels has been carried out. In-depth interviews were conducted with managers of the companies. The results indicate that innovation in the sector is closely connected to branding and that quality management largely consists of quality control of existing services. Thus, the connection between quality management and innovation is weak. Nevertheless, a network exists that might have a possibility of evolving into a learning network.