Spa Operations
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How to Wow the First-Time Spa Goer
Spas around the world spent a significant portion of 2020 working to prepare for reopening. Grappling with the always-evolving challenges of the COVID-19 crisis meant implementing new sanitation protocols, rethinking budgets, streamlining the guest experience and, in many instances, simply finding a way to survive. Of course, the goal of all that hard work was to create the kind of safe, relaxing, rejuvenating environments that have led millions of people to make spa visits a core part of their wellness routines.
Humanize Finance & Ignite Your Staff’s Hidden Potential
In the fast-paced lives of spa leaders, financial planning and budgeting is often viewed as a yearly burden reserved for management, with the financial aspects of a spa’s operations seldom shared with the team. However, there lies a missed opportunity to leverage finance as a tool to build team unity, foster talent retention and infuse even more meaning into the already important jobs of spa staff. By humanizing finance and creatively communicating financial goals and forecasts, spa directors can unite their teams in a shared commitment to the spa’s mission, transforming employees into stakeholders with a deeper understanding of the “why” behind what could easily become mundane daily operations with no goals in place.
Humanizing finance is easier said than done—but with these three steps to pave the way, spa leaders can take practical action toward igniting a hidden spark of motivation in their teams.
Implementing Inclusive Gender Policies & Best Practices
The spa industry is known to be a welcoming and inclusive community. To that end, an ISPA Town Hall in September explored anti-harassment and discrimination policies and training procedures to ensure our transgender and nonbinary guests and employees feel safe and comfortable within the spa. Panelists included Brennan Evans, senior vice-president of operations at Trilogy Spa Holdings; Jessica Swartley, spa director at The Spa at Spruce Peak; Catherine Warren, vice-president of strategic partnerships at Arch Amenities Group; Kristen Eber, owner of The Rosefinch Spa; and Heidi Smith-Mullen, director of Life in Balance Spa at Miraval Resorts. ISPA Chairman Patrick Huey joined as moderator.
Interstate Massage and Cosmetology Compact Update
Matt Shafer, Deputy Program Director for The Council of State Governments, recently joined ISPA virtually to provide an update on the Interstate Massage and Cosmetology compacts. These compacts support the mobility of licensed massage therapists and cosmetologists by providing an additional licensing pathway, or reciprocity, among participating states.
Is Your Spa “Holiday-Ready”?
The holiday season seems to begin earlier every year. To help ISPA members plan for the year-end rush, a Town Hall this summer focused on getting your spa “holiday-ready” with creative seasonal promotions and incentive ideas like gift cards and open houses. Panelists at the July Town Hall included Aaliya Bashir, owner of Warrior Body Spa; Charlotte Prescott, director of spa and fitness at Privai Spa at the Kimpton Epic, Arch Amenities Group; Ginger McLean, director of spa operations at Hard Rock Atlantic City; Justin Vanderpoel, assistant spa director at Well & Being Spa at the Fairmont Scottsdale Princess; and Patrick Huey, ISPA chairman, as moderator.
The idea of “Christmas in July” is more than a marketing gimmick. By mid-summer, most spas are already beginning their planning for holiday sales and year-end promotions. “We started our holiday planning [in July] with preliminary meetings,” said Justin Vanderpoel. “It’s never too early to start planning. We like to include everyone in the leadership team at our meetings. The more minds, the better.”
Ginger McLean said, “We create a framework of our marketing calendar in September for the next year. We then meet quarterly with everyone and work hand-in-hand across the property to ensure everything is consistent.”
Aaliya Bashir shared, “Our spa plans our marketing four months out. Our biggest days for revenue are Black Friday/Cyber Monday.
ISPA Members Reflect on Technology in the Spa
A summertime ISPA snapshot survey asked respondents to share details about technology in the workplace. Survey responses highlight the types of technology-driven services and treatments being offered, types of operational resources, guest policy on technology usage, cell phone policies and other tech-focused spa practices.
It’s Time To Glow Up: How to audit and elevate your spa service menu in 12 steps
In the competitive realm of spa marketing and positioning, success lies in the art of evolution. A strategic audit of your service menu is not just a task to check off your list; it’s a paramount decision for distinguishing your spa among the competition and attracting your customers to book services. While a menu audit is appropriate at any time, the start of a new year is an excellent reminder to view your spa’s service offerings with fresh eyes. Picture your spa menu as a dynamic reflection of client expectations and industry trends. This is your call-to-action: an audit that goes beyond routine scrutiny, unlocking avenues for innovation and market relevance. Below are 12 concise tips to guide spa owners and directors in the quest for an elevated menu. From reimagining signature offerings to embracing sustain ability, these insights promise to reshape your spa’s identity and captivate the hearts of your discerning clientele.
Log In and Level Up: Your New Learning Experience Awaits with iLearn
With ISPA celebrating its 35th anniversary and holding its Conference in a five-star resort in the unprecedented altitude of Colorado Springs, 2025 is shaping up to be a year of new heights—and iLearn, a powerful new tool exclusive to ISPA members, may just top everything.
iLearn is the latest member benefit from ISPA, and it will help revolutionize industry-wide learning, spa culture and employee engagement. A learning management system (LMS) at its core, iLearn will give spa management the ability to summon knowledge from industry leaders, experts and visionaries on a whim.
Mastering Your Time: Tactics to Declutter Your Daily Routine and Lead Efficiently
In ISPA’s February Town Hall, Andrew Mellen- known as the “most organized man in America”- joined members for an insightful conversation on time management. Mellen’s presentation helped identify easy-to-implement ways to reclaim lost time and declutter our daily routines.
Member Perspectives: Conquering Staffing Challenges During COVID-19
STAFFING HAS LONG BEEN AN ISSUE IN THE SPA INDUSTRY before the pandemic began: for years, data from the ISPA U.S. Spa Industry showed that there were more open positions than there were qualified applicants to fill them.