Spa Marketing

Apply for the Dr. Howard Murad Research Grant
Apply for the Ruth Stricker Spa & Wellness Award
Apply for the Mary Tabacchi Scholarship

Dr. Howard Murad Research Grant
Explanation and Guidelines

This award, established in 2007 by Dr. Howard Murad, was created to promote research on the causes and effects of cultural stress on society. Dr. Murad has devoted his life to the science of skincare and it’s correlation with public healthcare and welfare, and is passionate about the connection between cultural stress and both internal and external wellness.

The grant is open to all applicants researching the affects of cultural stress on society, although priority will be given to proposals investigating the direct link between cultural stress and one of the following social issues: technology overload, inadequate nutrition, isolation, and overwork. Project selection will be based on the proposal’s creative approach, usefulness & application, and quality of presentation. Recipients will be awarded $1,500 USD towards research. If you interested in conducting research on cultural stress-related topics, you may apply for this grant. All applications must be received by the deadline of June 16th, 2008.

Ruth Stricker Spa & Wellness Award
Explanation and Guidelines

Established in 2007 by Ruth Stricker, an international spokesperson for the mind/body connection, this award was created to support research surrounding the idea that real wellness involves the mental, spiritual and emotional, as well as the physical aspects of one’s life. While all research proposals will be considered, special consideration will be given to projects with measurable outcomes concerning the areas of aging, techno-stress, chronic illness, and loneliness as they apply to spa and wellness.

Award recipients will receive $2,500 USD toward research. If you are conducting or planning to conduct research on the promotion of humanistic wellness and it’s direct link to the spa lifestyle, you may apply for this award. Proposal selection will be based on quality of research, creative approach, usefulness and application, level of research, and quality of presentation. Applications must be complete and submitted by June 16, 2008 for consideration.

Mary Tabacchi Scholarship

This scholarship was created in 2006 and named in honor of Mary Tabacchi, Ph.D., RD, Associate Professor, Hospitality Facilities and Operations at Cornell University. Dr. Tabacchi is a spa industry veteran and pioneer in spa education.

The ISPA Foundation’s Mary Tabacchi Scholarship will be awarded to an undergraduate student who has completed at least one year of college and is seeking a spa-related degree with a demonstrated interest in spa management. The recipient will receive $2,500 USD to assist with their education expenses, as well as registration, airfare and hotel accommodations to attend the ISPA Conference & Expo.

Apply for the Mary Tabacchi Scholarship.

Donate to the Mary Tabacchi Scholarship fund.

Spas: Customers buy Relationships, Employees buy Opportunities…Are you selling yours?

Everyone is looking for something to buy; whatever your “Authentic Signature” is you need to uncover it ~ define it and market it aggressively -

If you don’t know what you are selling, how will anyone else know? Our clients are looking for value, results and convenience.

But on a deeper level, and perhaps more importantly, they want to enjoy pleasurable relationships that provide them with a sense of belonging and importance. If you can tap in at this level, you need to sell it.

Our employees want professionalism, flexibility and fair pay. These are important values, but if we as Leaders can create an environment that deliberately challenges and encourages personal growth, we need to let that be known, and sell it.

Let’s break these two stories down and begin with the client.

We learn something from someone every day. Learning develops an automatic connection between the teacher and the recipient, and if fed, it is a relationship that can thrive for years. So, in a word, “education” may well be what sells relationships. As soon as a client enters your life:

Ask for “Permission to Educate” her, and then tell her “This is what you can expect from us”

1.  We will target your needs
2.  Set mutual goals
3.  Focus on results
4.  Monitor and adjust
5.  Reach goals and set new ones

In obtaining her permission to educate, you have accomplished many things:

You have prepared your client to receive immediate and ongoing guidance and recommendations for services and products;

• You have opened the door for staff to feel comfortable in recommending these items;
• You are setting in motion, relationships that could potentially last a lifetime;
• You have provided your staff with a challenge and the potential for personal growth;
• You are contributing to your Spa’s bottom line and therefore your sustainability.

As you progress through the steps to achieving her goals, she begins to catch on to the concept of “Self-Care” and personal goal setting. With this comes the promise of both a relationship and results - just what she is looking for. If you view every client as a life-long client, the rewards will come.

As we work with our clients, we learn their desires and their fears. We begin to open our eyes and our hearts and start to see them in a very different light. We are better able to recognize their potential and how to reach it with them. This relationship is what conveys the sense of belonging and importance that you’re client so carefully seeks out, as well as the personal growth that your employees so desperately desire. This is not to say that we encourage our staff to develop “ownership” of the client. The system that works is a system that is able to change faces. So we all need to share the same long-term goals. It will be up to you, the Leader to plant the seed.

There are other important components involved in developing the relationship:

    Show them you understand time is the new money - Implement time-saving opportunities

    Strive for health over wealth - guide them with caring hearts and human touch

    Offer solid business services and value-added incentives wherever possible

• Incorporate their family and even their pets into the experience
• Make their convenience your priority - be their servant - show them your smile
• Support spiritual wellness - share the occasional secret
• Be aware and participate in the community
• Be environmentally conscious
• Offer them support through your business alliances
• Encourage the “I deserve it” mentality of self-reward, small indulgences and forbidden or exotic pleasures.

Now, our coveted employees. The desire for personal growth and to see others grow, is an inborn characteristic that most caregivers possess in abundance. In order to gain and retain the best contenders out there, you will have to sell this as one of your Spa’s Opportunities.

The opportunity to grow with the clients, grow the business and ultimately grow personally is not common in our industry. It gets talked about a lot, but is difficult to find. If it is made clear that this is alive and thriving at your Spa, it will become ultimately clear to your employees that coming to work with you was, or is, the best choice possible.

So the ability to develop and transform your employees is perhaps the biggest opportunity you have to sell, but you may also want to consider creating an outstanding “package” of opportunities that will clearly outweigh the competition. This is referred to your “Value Packed Proposal”. Here are some other opportunities that could potentially form your proposal:

Caring Culture - Driven by Inspiring Leadership

•   Work/Life balance
•   Flexible work arrangements
•   Ongoing Talent Recognition and Action Plans - Cultivating potential
•   Training and Development programs to provide stretch experiences and opportunities
•   Diversity rules!

Compensation - A performance-oriented reward system

• Bonus Plans
• Incentive Programs
• Recognition and Reward Systems
• Service and Product Allotments
• Training and Educational opportunities
• Employee Benefit programs

All of human-kind wants the same thing - to treat and be treated kindly and feel a sense of importance. As Leaders we are in a position to make this difference. Are you doing your part?

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Slashing Operating Costs

Recession sword

Every business - small, medium or large - needs to audit its operating expenses at least once a year. NOW is a good time to take a closer look at this business aspect. If you haven’t done so yet, review your business plan. YES, you need to take it off the shelf!

Are you still in the same business as when you did your planning?

Are you on target with your operating expenses? What can you trim? [Tip of the week: think about how many clients it takes to cover $1,000 in operating expenses and adjust your business plan accordingly.]

Four major operating expense categories you need to take heed of IMMEDIATELY:

Business Expenses:

• Call your insurance broker and review your policies - you may be over insured and pay too much on premiums
• Have your utility company come in and do an energy audit. This is a good time to change to energy efficient light       bulbs
• Can your staff fill in for your cleaning / laundry services during their down time?

Treatment Expenses:

• Conduct a garbage audit. Is your staff throwing away too much product? Too much of a good thing on a client’s face or body is not always the best and can cost you dearly!
• Portion the products for each treatment - one spa owner told us that it’s cheaper for her to buy individual treatment packages instead of the larger professional containers. You can also use portion control devices.
• How much are you spending on tools, bowls, etc.? How much is over-kill?

Staffing:

Since staffing is probably your single largest expense, and likely the hardest area to make wise decisions. It is never easy to let people go, even when you know they aren’t generating sufficient revenue for the business. Here are a number of different ways to look at your employee’s sales numbers:

• Total volume sales
• Sales by category growth
• Client-base increase
• Client retention rate [it’s cheaper to keep clients than to get new ones]
• Retail sales revenue
• Cross-selling revenue

Have you wanted to reward a staff member with an unpaid educational opportunity? Now’s the time! Has anyone been asking for unpaid leave? Now’s the time! Do you have consistent complainers disrupting operations? Now’s the time…

Cash Flow

Credit card processing fees can really add up! Explore your options. If your bank has said ‘No’ to a loan, consider getting an advance on your future credit card charges. The Day Spa Association has 3 vendors offering special rates to our members. DSA members also get special low interest cash advances from 2 of our allied members!

So, let’s hear from you. If you’re a DSA member respond to this blog post with your email address and company name, and I’ll send you the DSA Forum password. You’ll have access to brilliant ideas from our DSA members. Share a few of your own.

If you’re not a DSA member yet- why not? Take a look at our Membership information. Feel free to post a comment / query here, too.

In the face of increasing sophistication at beauty store counters, vendors at the Spa & Resort Expo and Conference differentiated themselves for the professional market by pumping up product potency and the portability of advanced devices for home and retail use.

The event, which ran from Feb. 23 to 25 at the Los Angeles Convention Center and which also has a medical aesthetics component, featured 261 exhibitors and more than 4,400 attendees scouring for the latest treatments and gizmos making waves in spas and doctors’ offices.

Every product in Pamela Hill Skin Care’s range, priced mostly from $20 to $50, is receiving an infusion of peptides, according to the namesake creator of the Highlands Ranch, Colo.-based brand. “We see a trend toward active ingredients that aren’t as irritating as Retin-A,” she said. “The whole idea is to give aestheticians a line that augments the services that they are doing.”

The demand for alternatives to retinoid and retinol from customers with sensitive skin is driving Rumson, N.J.-based Skin Scientifica’s launch of T’Fivve, an anti-aging skin care line costing $28 to $78 and being introduced on skinstore.com. The products contain plant-derived ceramides dubbed multi lameller emulsion, ascorbyl pentapeptide and K6PC5 to aid in wrinkle reduction.

“The retinoids are commonly used in the anti-aging category, and we feel that some people can’t really use those on a regular basis,” said Jim Plaza, president of Skin Scientifica. “This is a product you can use every day.”

Months-old brand DermaSurface, based in Newport Beach, Calif., addresses concerns about hydroquinone with its $60 Surface Bright product by replacing the controversial compound with tranexamic acid. “It helps with the excess production of melanin without the side effects that hydroquinone has,” said DermaSurface founder Hollie Geer. “There are not a lot of ingredients out there for hyperpigmentation.”

Whether hyperpigmentation or other conditions, Canfield Imaging System’s complexion analysis machines allow retailers and spas to identify customers’ skin problems to guide them toward appropriate remedies. At the expo, the company introduced the Reveal Imager, a compact and lower-priced counterpart to the large Visia machine that’s been employed by the likes of Procter & Gamble to boost product sales by 18 to 30 percent or more.

“The halo effect of having a Visia-type system is dramatic. We are expecting a comparable type of increase from the Reveal,” said Jim Larkey, director of product management at Canfield Imaging Systems. He explained it takes one to two minutes to complete photo images of the skin with the Reveal, which costs around $5,000 as opposed to about $14,000 for the Visia.

Another piece of equipment registering high on the buzz meter was Tända, advertised as the first home medical device approved by the U.S. Food and Drug Administration for clinical levels of LED light therapy to treat acne and signs of aging. The Tända retails for $295 and was developed by Canadian firm Pharos Life Corp.

“The potential market is very, very significant,” said Kevin O’Brien, president of Eclipse Medical Ltd., the U.S. distributor of Tända. Referring to the home device segment, he added, “It is estimated that in a couple of years, it will be at $1 billion. There will be products of low and high intensity.”

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Spa Business / Spa Press Releases / Spa Marketing

Considering opening your own spa or skin care center? Here are answers to some of the most frequently asked questions, from the minimum equipment and space for a room to choosing a product line. Have a question that isn’t addressed here? Write me

Q.What is the minimum equipment/space I need for the skin care room?

A. The average treatment room should never be smaller than 10’ by 10,’” says Bonnie Canavino, of Spa Specifics and Red Cherry Labs in Downers Grove, Illinois, because a massage therapist needs room to move and an esthetician needs room for equipment. What type of equipment? “You should provide a basic facial steamer, high frequency machine, hot towel cabi, UV sanitizer, wax system, five-diopter lamp, treatment bed, ergonomic technician chair and possibly hot mitts and a warming blanket for under the body,” explains Canavino. You might also opt to bring in a galvanic unit, LED lighting, and microdermabrasion in the future.

Q. How do I choose a product line?

A. Know your market. You should already know your client demographics, including their age, income, as well as the demographics of your community as a whole. Your climate and geographical region may also be a factor. When you have this information, take a look at your culture, says Canavino. If you plan to be “green,” look for organic lines. If your spa is urban and trendy, find a line with cutting edge technology. And if your spa is suburban or conservative, a cost-effective line is the way to go. Christi Cano, a spa development consultant with Creative Spa Concepts based out of Kauai, Hawaii, advises finding out about training, support and minimum order amounts from the manufacturer, as well as if the line is already carried in nearby spas. But don’t bother buying a warehouse full of products or carrying several lines. “Just choose one and commit to it wholeheartedly,” says Cano.

Q. Which skin care services should I offer?

A. Don’t think you can play it safe by offering just the basics. You also need to offer acne, rosacea and anti-aging treatments at minimum, says Canavino, or you won’t be able to compete. Every employee should be trained in how to do each service the same way. Above all, be flexible. If no one is booking microdermabrasion, transform that room into a massage area, says Cano.

Q.What type of compensation should I offer?

A. Commission should be no higher than 45 percent,” declares Canavino. “Someone with no experience and no clientele should be at fixed dollar amount per hour, and when their services exceed that dollar amount, they can go to 35 percent. As they grow, take them up to 45 percent, based on retention, retail sales and existing services. “When you pay per hour, have a list of tasks for them to perform, like taking care of the relaxation area, working the front desk, cleaning retail shelves, and doing laundry. You want them to build their career and their expertise in customer service and all areas of the spa.”

Q. What kind of questions do I ask potential spa staff?

A. A thorough interviewing process is a must for hiring any type of staff. Consultants advise communicating the culture of the spa to the candidate on the first interview, and finding out about his or her own goals, education and experience. Clearly define the responsibilities and expectations of the position he or she is applying for, as well as how the spa will support them through advanced education or otherwise. For a second interview, says Canavino, ask potential managers how they would handle specific situations and confrontations. Have a potential esthetician perform a service on a staff member, and observe how she communicates with the client. What questions does she ask in the consultation? How does she guide the client through the process? How does she close the sale? How does she ensure that the client returns? Let the candidates know they will be doing this beforehand, so they have time to prepare.

If the candidate makes it to the third and final interview, discuss the employee manual and how they feel about policies and procedures. Don’t rush it, says Canavino. The more you talk to a person, the better understanding you’ll have of whether she’ll fit in your culture. A recent grad may be an easy fit, but you’ll have to provide a broad education program when she joins your staff. Conversely, experienced technicians will need less training, but it’s imperative they work within your culture, not that of their previous employer.

Q. What kind of retail program should I have for skin care?

A. The standard is 10-percent commission on retail sales, says Canavino, or you can do a sliding scale if you want to go higher. To get clients hooked, factor the price of a skin care starter kit into a treatment so clients have something to take home. Educate the esthetician on ways to recommend products so she doesn’t feel like she’s selling, and structure promotions so there is always something new to catch the eye. “Another key is compensating the front desk for retail sales, although the commission might not be as high. Receptionists sell to walk-ins and must close the sale if the esthetician is busy or not willing to sell.”

Q.How often do skin care professionals need continuing education?

A. Education should be ongoing, as things change so rapidly in skin care. The skin care line you carry should have an education program, says Canavino, and there are schools that offer CEU credits, as well as classes at various shows and events. “Get copies of every CEU credit your staff gets and keep it in their files so you know they are all up to date.” Put a certain percentage of their retail or service dollars toward an education account for each employee, or match their education spending dollar for dollar.

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Best Spa Locator / Anti Aging / Find a Med Spa / Facials

Spa Vacation Finder –Spa Resort, Day Spa, Medical Spa

Wolf Mountain Day Spa was recognized with a key national honor from the Day Spa Association earlier this month.

The Grass Valley spas business received the distinguished day spa award for 2008.

The award was granted for spa menu, quality service, client commitment and offering a nurturing client and staff environment.

Miriam Lytle, the spa’s owner, received the award at a three-day forum in Las Vegas.

Lytle bought the spa in June 2006. Wolf Mountain Day Spa

Spa Business / Spa Press Releases / Spa Marketing

Sometimes it does not know where it is going, yet, so many follow. Just when we thought we could not get any more “spa categories” i.e. resort, day spas, destination spas, hotel, salon, medical spas, etc., we now have dog spas, anti- aging spas, skin spas, dental spas, and wellness spas. What will be next?

Will someone come up with a very low priced spa for the masses, a la “Curves”? How many club owners are disappointed they missed that opportunity?

Finally, spa owners are becoming more business savvy and developing sophisticated financial models. This is long overdue since a large number of spas do not generate a profit. This has migrated into the hotel world, where in the past, spas were always considered “amenities” and “cost centers” instead of profit centers. A large number of hotel properties have poorly run facilities that lack quality management and are bleeding financially. Starwood Hotels’ recent purchase of Bliss for approximately 25 million dollars shows just how serious Hoteliers are taking spas. Starwood will integrate the spa into their W brand hotels, and use the products as in- room amenities, as well.

Additionally they will have a retail component. Spas have become a staple in any luxury and mid level hotel brand. They are even present in the “lower end” segment. I believe the hotel industry will yield many new trends in the spa industry, due to the fact that once every hotel has a spa, they will need to differentiate themselves from the competition.

They also have the resources to invest in R&D vs. the independent mom and pop operator. Starwood, Fairmount and The Ritz Carlton are all poised to be leaders in the industry. I would watch Starwood to be the leader in the area of innovation.

Manage the spa, or outsource it. This is another hot topic in the industry. Many hotels like control of the facilities to make sure the guest’s experience is managed in a way that would be consistent with the brand. This is going to take a great deal of investment on the part of any hotel company that decides to go this route .Not only will they have to invest heavily on staffing and training, there will be the additional support at the corporate level, not just for the spa department, but also, educating the GM on spa operations and what is acceptable, as well as, integrating the spa into the other areas of the hotel operation.

By outsourcing the operation they would have an operator who is very keen on P&L (Profit and Loss) responsibility, while also maintaining the SOP’s (Standard Operating Procedures) that the chain develops. This would be a “win-win” situation - you would have the enthusiasm and dedication of an independent owner, with operational guidance and innovation from the hotels parent company. The struggle lies in treating the hotel guest, whom you might not see again vs. the local customer who may frequent the spa on a regular basis, as well as, making sure that the hotel guest can have preferential treatment for booking a room. This can all be overcome, and can be discussed in a future column

Share the experience. There is a trend towards more “couple treatments”. It is nice going to a spa and sharing the experience, not only with a loved one, but also with a friend.

Spas are also finally providing space where you can socialize and not just be rushed out of your treatment room for the next guest. There is a relaxation room, restaurant, or even bar, where you can enjoy a glass of wine and connect with someone or meet someone with mutual interests.

Spas are going high tech as well. Some busy spas have automated kiosk check-ins, that you see at airports or hotels. When you check out, you can see every product that was used or applied during your treatment, and if you want to purchase it, it’s just a click away. During the busy holiday months, spa employees walk around with portable “PDA” like devices to assist with spa gift certificate purchases.

What I would like to see: fewer treatments on the spa menu. Spa menus look like those 20 page intimidating wine lists. There is still too much fluff on menu as well, which really hurts the image of spas.

Spa Business / Spa Press Releases / Spa Marketing

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Best Spa Locator / Anti Aging / Find a Med Spa / Facials

Spa Vacation Finder –Spa Resort, Day Spa, Medical Spa

Spa Business / Spa Press Releases / Spa Marketing

A new paradigm in international tourism has been established through the growing trend of holistic hotel and resort design, according to leading industry architects, interior designers, and sustainable tourism consultants.

This view promotes a holistic development system integrating body, mind and spirit to create balanced, self-renewing and sustainable tourism developments.

“International tourism can make significant positive changes to the world, particularly in the third world, where many countries are turning to tourism to build economic growth,” says Robert Zimmer, founder of leading international architectural and design firm, Zimmer Associates International (ZAI).

“By taking a leadership role in holistic sustainable development, we are helping protect the world’s delicate ecology, as well as the interests of all stakeholders including indigenous people and local communities,” he continues.

In the past, sustainable tourism practice has been less prevalent, resulting in overdevelopment, which can lead to water, air and noise pollution, traffic congestion, and exploitation of resources. The environment has been destroyed through the degradation of landscapes, the destruction of local flora and fauna, and damage to marine life through increased sewage outfall.

The significant growth in golf courses, which consume large amounts of water and result in deforestation, can lead to soil erosion and flooding, as well as loss of agricultural societies, villages and traditional lifestyles.

One of the first monitoring systems to be established which looked at the environment was EMS (Environmental Management Systems). EMS is used to set targets and monitor progress on environmental impacts, water and energy conservation and community impacts through planning, training monitoring and corrective action. Most major hotel chains including Hilton, Accor and Shangri-la use an EMS system. Today, hotels are focusing on social elements as well and realize that their consumers have growing expectations.

“There has been an evolution from environmental to social awareness and sustainability. Today, hotels must take into consideration more than just the environment and look at a more holistic approach –social, environmental, community and financial elements. These include the design, sitting and construction of a hotel, ethical and sustainable procurement procedures and effects and benefits to the community.” says Rachel Dodds, sustainable tourism consultant.

To achieve this holistic approach, Robert Zimmer recommends the following key design principles:

Overall Sustainability.

Ensuring the strategic long-term thinking and planning of tourism projects, so that they protect the environment as well as local cultures and communities. Benefits of this process include cost-savings through reduced energy costs, higher property values, greater worker productivity, and easier access to permits and funds from government organizations or the EU.

Regenerative Design System.

A design system that allows tourism projects to become part of their natural and cultural environments, by using local resources, and creating systems that continue to evolve and self-replicate. The relationship between man, building and the environment, combined with the natural cycles of the area, is key, along with the historic and cultural preservation of the site. Water is recognized as the most precious resource, and ways are developed to ensure that it retains its purity and integrity over the long-term. Non-toxic building materials are used, where possible sourced locally, as well as high thermal mass flooring with radiant heat and cooling. Recently, the International Tourism Partnership launched new guidelines for Sitting, Design and Construction which hopes to facilitate the future development of more sustainable and environmentally sensitive hotels.

Service Philosophy.

Service delivery in the hotel industry can often be the key driver of a hotel’s success, and is usually underpinned by contented staff. A holistic philosophy respects the individual customs and traditions of its staff, and incorporates their needs within the hotel’s overall management ethos. In addition it seeks to incorporate locals in the management structure to teach the community how to create its own projects, and run them in the future.

Sanctuary Spas.

The creation of magnificent spa sanctuaries, located in peaceful and restorative environments. Based on the principle of sacred healing of mind, body and spirit, the spa services often incorporate massage, yoga, and meditation, as well as a wide range of detoxifying facial treatments, nutritious vegetable masks, thalassotherapy, reflexology and Reiki. Holistic cuisine. As a fundamental principle, the sourcing of indigenous foods, as well as organic vegetables and free-range game and fish to provide healthy, holistic and delicious local fare. Ideally, herbs and vegetables will be grown within the hotel’s own organic vegetable gardens, tended by locals.

Sensitive Interior Design.

Interior designs reflect the natural beauty of the surroundings using exquisite materials such as raw silks, natural linens and wool, and through color, texture and sensitive lighting. Holistic designers creatively blend color, harmony, balance, proportion and style, resulting in a unique environment with a great sense of ‘place’. Lighting is designed to reduce energy consumption, by maximizing natural light and using low-energy lamps.

Native Landscaping.

Particular care is taken to ensure that native landscaping is preserved, and that planting is harmonious and regenerating, respecting the natural principles of permaculture. Natural ventilation is used where possible, along with water-efficient appliances, and recycling of inorganic materials, as well as composting of organic materials, are an integral part of the regeneration process.

“Fundamental holistic design combines the mind’s knowledge and intellect, with the spirit’s vision and inspiration, and the body’s natural resources and money. The resulting design is underpinned by environmental ethics and harmony, sound construction and technology, as well as inspired design, with every element in place to ensure a balanced, self-renewing and sustainable project,” says Robert Zimmer.

This new trend in hotel and resort design is reflected by the growing number of awards in the industry, guidelines and best practices which continuously test the notion of a holistic, integrated approach. In the medium to long-term, the industry should see a transformation of its business practice and contribute to the creation of enduring, sustainable platforms that will underpin the industry for many generations to come.

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Romantic Spa Getaways in

Resort Spas Nationwide / Best US Spa Resort / Luxury Spa Escapes

It wasn’t long ago, when we were designing new health clubs that we had to make sure that they did not appear intimidating to women. We went through great lengths to make sure that their experience was a pleasurable one.

Now, with the burgeoning spa market, it’s just the opposite. You have to make sure that you do not alienate the spa male clientele. One estimate from ISPA (the International Spa Association) put the male clientele at a third of all spa users.

It was not to long ago that men were put into the same robes as the women, and were seated in a relaxation lounge to drink herbal tea and then have lotions that smelled like their Grandmother put all over them, while listening to whale sounds. I can still remember being provided with a robe that made me look like “Lurch” from the Adams Family, and my friend, who enjoys beer, could not close his robe.

That is all changing. Now, the trend is focusing on the male spa club. In the relaxation lounge you now have plasma TV’s showing their favorite sporting event, with peanuts and all. I was in one lounge the other day that even had “Starbucks” coffee (right next to the herbal tea), are beer and single malt scotch in the near future? Extra large robes, slippers that fit, pre and post shaving products, face and body products specifically designed for men’s skin, are all the rage now. Today you are now seeing spas that are for men only, such as Nickel in NY and Paris, as well as, specialty retailers such as “the art of shaving” popping up all over.

That is just part of the equation in making spas more comfortable and attractive for men. Other items you may want to consider are the menu. You need to make it short and concise. We don’t want to look over 50 different massages and facials and try to pick one out (remember the wine list effect from my last column).

Make the list small, with one to three treatments, with explanation, in each category. They also need to be named appropriately, something manly (not “girlyman”). The words that are used to describe the treatment need to be in “new masculine terms” as well. As for music, in the more luxurious spas you have a selection of music to choose from while your having your treatment. That preference will be noted in the CRM software program, for your next visit. When attempting to sell retail products to men, they all have to be very simple to use. We don’t want a product that has “5 easy steps”. We want to put it on and forget about it.

One other aspect of the spa design that I have been spending a lot of attention on lately is the couple room. We want to make them fun and interactive. One room I recently put into a spa, had a small rasul room (warm tiled room) where a couple would lie on a warm/heated tile bench, with a slight steam coming in and candles strategically placed, and apply/rub “mud” on each other. Once the mud took its course they would rinse each other off with a hand shower, and cross over into the next area which is a double (made for two) swiss shower. Then proceed to the two massage tables in the room for their treatment.

Marketing to couples is a great idea. They use it as a way to reconnect, or on a very unique date. It shows they care and can enjoy it at the same time. Ladies, how could your man be mad at you if you booked a treatment like this?

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Spas are hot and are mushrooming everywhere globally; from top notch luxury hotels to the individual entrepreneurs with their own edge and uniqueness.

However operating a spa is a different game, it requires knowledge and at the end of the day you’re in business….

Below a number of valuable tips to get the most out of your spa!