Running a successful spa requires training, discipline, organization, and planning. At the Institute of Spa Management (ISM) we understand that completely, so that’s why we teach all of our spa management students the three pillars of spa management: Specialization, Personalization, and Adaptation.

This business management concept allows every one of our students to develop a working plan of attack that will allow them to run a successful spa business while also encouraging their own professional success in the spa industry.

ISM students learn how to balance all three of the SPA pillars effectively so that they can have the greatest opportunity for success in the challenging and increasingly competitive spa industry. Many spa managers fail to understand the importance of specialization, personalization, and adaptation or don’t properly apply these principles to the best of their abilities.

Read the rest »

Popularity: 14%

After the long, cold winter, we’re all looking for a little something special to give us a new revitalizing boost for spring.  So, you might want to invest a little extra time and money into promoting your spa this spring in order to draw in new and returning customers.

The most important thing is to stand out from the rest so that you can get customers to notice you.  You can do this by placing professionally designed ads in local newspapers, neighborhood newsletters, and community magazines.  You might want to attract clients by offering a special discount to new customers or a free gift just for stopping into your spa and taking a tour.  Create packages and specialty services that target brides, graduating teens, and mothers.

You can also target your marketing towards specific companies or organizations in the area by offering special discounts for their employees.  Consider partnering with other businesses, such as gyms or wedding shops, where you can cross market each other’s businesses and offer incentives to your partners to encourage them to send you clients in exchange for partner discounts.

Popularity: 14%

There are both pros and cons when it comes to renting or buying your spa equipment. So, before you make a decision either way, you should consider the following issues.

Buying spa equipment will obviously cost you more money upfront, but you will own the equipment outright. However, if your spa doesn’t succeed you will be stuck with all that new equipment and will probably lose money when you have to resell it. The other downside is that you might find that you don’t really need a piece of equipment like you thought you would and if you own it you will be stuck with it.

Read the rest »

Popularity: 17%

If you’re thinking about sprucing up your spa menu this spring, you might want to consider offering some of these unique treatments from around the world.  It’s a great way to get curious clients in for something new and a little exotic.

Japan is known for its creativity and innovative thinking, so finding unique spa treatments there is the norm.  One spa fills an entire pool with real red wine which is thought to be good for rejuvenating damaged skin due to all the antioxidants in the grapes.

In Hershey, Pennsylvania you can literally dip yourself in chocolate by enjoying one of their chocolate spa treatments.  Soak in a whipped cocoa bath, enjoy a chocolate sugar scrub, or get all wrapped up in a chocolate fondue wrap!

You know how Europeans like their beer, so it’s not surprising that in the Czech Republic you can soak in a hot bath real beer.  Natural mineral waters infused with freshly brewed beer is said to rejuvenate the mind, body, and spirits!

In Hawaii you’ll find coffee massage treatments using ground coffee beans, sea salts, and oil.  Coffee massages are thought to stimulate the blood flow, improve circulation, and exfoliate the skin.

Popularity: 16%

While most people are generally good, honest, and upstanding individuals, there are those few bad apples that choose to exaggerate, pad, or outright lie about the things that are listed on their resumes.  People do this for a variety of different reasons, but one of the most common reasons is because they don’t think they are going to get caught because very few hiring managers actually do check their applicants’ references and verify credentials.

This can be a disaster for your spa business because hiring people who don’t have the proper experience or training can lead to dissatisfied, mistreated, or even injured clients.  You could also end up with a lawsuit if a client is injured or mistreated and this is no time to find out that a therapist is not licensed in your particular state or doesn’t have the background they claimed.

So, it is essential that you check references and verify credentials for each and every therapist you are considering hiring, before you hire them.  You just might be surprised by what you find when you do!

Popularity: 19%

Day spas and stay spas have been in existence throughout Europe for hundreds and even thousands of years. Europeans love their spas and they know how to create the perfect getaway for both healing and relaxation. So, mimicking the style and function of a European spa can be a great way to create the feeling of Europe without ever having to use your passport.

European spas have for centuries been built around natural springs or other healing locations and often bring the feeling of the outdoors in by keeping rooms open, airy, and spacious. While this can be a challenge for smaller spas, you can create this feeling of openness by using lighter colors, removing clutter, and adding plants or even murals to the walls.

Read the rest »

Popularity: 22%

During 11 years as a broker serving wealthy South Floridians, Nicole Oden made a lot of money, endured a lot of stress and spent a lot of time in spas getting rid of both. So when she became dissatisfied with the spas in her area, she decided to open her own.

In short order, she researched the industry, prepared a business plan, secured a bank loan and in November 2004 opened Spa Eleven, an 11,100-square-foot luxury day spa in Delray Beach. Ms. Oden says the 70-person enterprise generated a modest profit on $3 million in first-year revenues, and she is investigating two more locations.

Running a spa is perhaps the ultimate feel-good business, and spa owners say helping others look better and feel more relaxed is a major benefit of their job. Earning a healthy income in the business, however, is hard work, given the challenges in employee retention and financing.

Read the Full Story HERE

Popularity: 19%

When it comes to attracting new clients to the spa, the oldies, but goodies are always a great place to start. Massage is the number one service that attracts clients to the spa. The most popular massage is by far the Swedish massage. This is a good massage for the beginner and when performed by a well-trained therapist, your clients will want to return again and again. You can also offer other types of massage such as hot stone, aromatherapy, and Shiatsu for those who want to try something new and different.

Other popular spa services include facials and body treatments. Providing exfoliating facial masks and treatments that relax the face, stimulate the muscles, and target problem skin areas are the types of services that clients are looking for. Body treatments, such as salt scrubs or body wraps are great for beginners and leave them feeling rejuvenated and ready to make their next appointment!

Read the rest »

Popularity: 16%

The day spa industry is one that can provide its best and brightest spa management stars with unlimited opportunities and career options.

There is literally unlimited potential for career-minded professionals to thrive within the booming spa industry. Great day spa managers can work in the most glamorous and upscale spas in such exotic locations as Hawaii, Arizona, Las Vegas, New York, Hong Kong, Paris, or even Australia. With a lot of hard work and determination, they can quickly become a senior spa director or or even a spa owner. The opportunities are limitless!

Unfortunately, there just aren’t enough truly great spa managers available today to fill these ever increasing spa industry opportunities. Read the rest »

Popularity: 19%

Getting clients to return to the spa more than once or twice a year should be the main goal of any successful spa manager. It’s much easier to promote services and treatments to satisfied existing customers than it is to attract new ones, but you need to be proactive in your efforts to get those returning clients back into the spa on a regular basis.

Gathering demographic information, maintaining current email addresses, and keeping in contact with your current clients are essential elements to getting those clients to return to the spa more frequently. Creating a monthly electronic newsletter, promoting special “returning client only” services, or sending out personalized notes and birthday greetings can keep your spa’s name in the forefront of your clients’ minds.

There is so much competition out there that it’s more important than ever to keep a positive and continuous dialogue with your clients. However, there is such a thing as too much communication and promotion. Make sure you are only sending out promotional emails to those clients who want to receive them and don’t overdo it by sending out unwanted daily emails. No one likes spam, so keep the emails short, infrequent, relevant, and informative.

Popularity: 17%