Pulse Spa Magazine March April 2016

MARCH/APRIL 2016

STRONG Women RULE! UNCOVERING THE POWER OF FEMININE LEADERSHIP

P U L S E . E X P E R I E N C E I S PA . C O M

2016 ISPA BOARD

FROM YOUR

OF DIRECTORS ELECTED OFFICERS CHAIRMAN Michael Tompkins PALM Health VICE CHAIRMAN Todd Shaw La Quinta Resort & Club SECRETARY/TREASURER Laura Parsons ESPA International (US) Ltd. (Spa Division) IMMEDIATE PAST CHAIRMAN Ella Stimpson The Spa at Sea Island

e all have been under their wings at one point: women leaders who embody both nurturing qualities and fortitude in character. These women who modelled the very first idea of leadership in our heads may be our grandmothers, who wouldn’t let age get in the way of discovering new things, or our mothers who, often putting themselves last, teach us the value of leadership with servitude. It could also be our favorite aunt or niece, who first taught us to sprinkle fun while we take on creative adventures, or our first-grade teachers who inspire us to excel because they see our potential.

Some of us are even lucky to look up to women leaders at work, particularly those who are not afraid to show us the ropes and allow us to spread our wings so we can soar even higher than them. In our industry, Deborah Szekely embodies the idea of a woman leader who continues to push the industry to become a forerunner in health and wellness.

Personally, there are many women who made an impact in my life through their example, character and leadership. Among them are Canyon Ranch founder Enid Zuckerman and this year’s ISPA Dedicated Contributor Jean Kolb. Enid was the epitome of spa lady, teaching me about the beauty of space, art, leadership presence and what spa-goers want when they come to a spa. Jean had a firm grasp on continuing to move ISPA forward during the downturn of the economy, setting a roadmap for former ISPA Chairmen Deborah Waldvogel and Ella Stimpson, and me, to continue in getting ISPA back to strength. I admire these women immensely.

As we celebrate “Women and Mother Earth” in this Pulse issue, I encourage you to look back with gratitude to all the women leaders who inspired you and helped you become who you are

DIRECTORS Sharilyn Abbajay ISPA Foundation Vice Chairman Noel Asmar Noel Asmar Group, Inc. Blake Feeney Feeney & Co. Michael Harmsworth ESPA International (US) Ltd. Todd Hewitt Shangri-La International Kristine Huffman Huffman Hospitality Concepts Garrett Mersberger Kohler Co. Julie Oliff St. Regis Aspen Resort Frank Pitsikalis ISPA Foundation Chairman Eric Stephenson Well World Group Dawn Tardif BodiScience Wellness Center & Spa Todd Walter Red Door Spas Lynne McNees International SPA Association MEDICAL ADVISOR Brent A. Bauer, MD Mayo Clinic

today. One of my favorite quotes from a female leader and entrepreneur is by Mary Kay Ash, founder of Mary Kay Cosmetics, Inc. who once said: “Aerodynamically, the bumblebee

CHAIRMEN’S COUNCIL

shouldn’t be able to fly, but the bumblebee doesn’t know that so it goes on flying anyway.” I’d

Past ISPA Chairmen who are current members:

like to think that’s what great women leaders do—they make the impossible possible.

Gayle Brady • Brady Spa Consulting Jeff Kohl • Spa & Club Ideations Jean Kolb • Well By Choice John Korpi • Korpi & Korpi Kate Mearns • 5 Spa Consulting LLC Jim Root • Glen Ivy Hot Springs Jane Segerberg • Segerberg Spa Consulting, LLC Deborah Waldvogel • Sedona Resorts

—MICHAEL TOMPKINS, CHAIRMAN

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THE MAGAZINE FOR THE SPA PROFESSIONAL

EXECUTIVE Lynne McNees • ISPA President EDITORIAL Mae Mañacap-Johnson • Editor DESIGN Marja Walker ADVERTISING AND SALES Tara Finn ADVERTISING COORDINATOR Ashley Roberts PRODUCTION MANAGER Chris Guzicki

Pulse is the official publication of the International SPA Association, a member organization for the spa and wellness industry. Copyright 2016.

All rights reserved. No part of this publication may be reproduced without written consent of ISPA. All inquiries should be sent to Pulse, 2365 Harrodsburg Road, Suite A325, Lexington, KY. 40504 USA. Canadian publication agreement No. 40042114.

PULSE ACCEPTS LETTERS TO THE EDITOR. Please include your name, title, company,

EDITORIAL OFFICES International SPA Association 2365 Harrodsburg Road, Suite A325 Lexington, Kentucky 40504, USA Phone: 1.859.425.5062 1.888.651.ISPA (4772) • Fax: 1.859.226.4445 experienceispa.com

address, phone and email address. Only your name, title, company and location will be published in the magazine. The editor reserves the right to edit for clarity and content. By submitting the letter, you are giving ISPA publishing rights.

Pulse (USPS 017-893, ISSN 15259226) is published 10 times a year – January/February, March/April, May, June, July, August, September, October, November and December

by Associations International, 2365 Harrodsburg Road, Suite A325, Lexington, Ky., 40504. Periodicals postage paid at Lexington, Kentucky, and additional mailing offices. POSTMASTER: Send address changes to Pulse, Attn: Member Services, 2365 Harrodsburg Rd., Suite. A325, Lexington, Kentucky, 40504, USA.

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is the magazine for the spa professional. As the official publication of the International SPA Association, its mission is to serve as the preeminent resource of expert insights, trends, tools and research to help spa professionals create innovative solutions and make informed business decisions.

FOLLOW US ON TWITTER! @ISpaDoYou LIKE US ON FACEBOOK! International SPA Association

I AM WOMAN. HEAR ME ROAR.* Watch me defy the odds as I stand up faster with each painful fall, like a Paralympic ski athlete with imaginary wings that soar from the top of rolling and snow-capped mountains (read Conversations on page 26).

MARION PHOTOGRAPHY STUDIO

I AM WOMAN. HEAR ME ROAR. Let me scream my femininity in subtle ways, through generosity and compassion to support selfless endeavors that are “For the Good of Women” (read on page 33).

I AM WOMAN. HEAR ME ROAR. Be touched by my nurturing spirit, as evident by my deep commitment to “Heed the Call of Mother Nature” (read on page 54).

I AM WOMAN. HEAR ME ROAR. See me carve my own path as I refuse to be defined solely by my DNA and work hard like a mad and brilliant genius at the path I chose to excel (read Ask the Expert on page 62).

Yes, the world is full of them—women who are unafraid to lead, courageous in the face of adversity and generous with a nurturing spirit. In my life, there’s no better example of a courageous spirit than my mother who, until her last breath, taught me the meaning of true grit as she battled cancer with grace and hope with every ounce of her strength.

This Pulse issue celebrates every inspiring women who may have mentored you, taught you, challenged you and showed you your full potential. So next time you see a woman leader, step aside. She is woman. She will roar.

* From the song “I am Woman” by Helen Reddy

—MAE MAÑACAP-JOHNSON, EDITOR @ISPAPULSEEDITOR

“... there’s no better example of a couragous spirit than my mother who, until her last breath, taught me the meaning of true grit...”

To Lori: Your Light Shines On

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he spa world has earned another warrior in heaven. The passing of spa veteran and former ISPA board member Lori Hutchison weighs heavy on so many people’s heart, especially among those once touched by her light. I was lucky enough to be among them. With fondness I recall how she, ever bubbly and kind, touched me by the generosity of her spirit. To Lori, you will be dearly missed. Go gentle into the good night.

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MARCH/ APRIL VO LU M E 2 6 ISSUE 2

2016

28 30

The New Girl Starts Monday...

Now What?

BY MERIT GEST

Voices A Call for Spa Professionals to Protect our Industry’s Future B Y LY N E L L E LY N C H

FOR THE GOOD OF

Women BY ANDREW DEWSON AND MAE MAÑACAPJOHNSON

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32 42

ISPA Board of Directors

48

The Art of Aromatherapy

54 59

Green Business

Call for Applications

BY SAMANTHA SMITH

Event Planning and Spa Parties It’s All in the Details

BY ALEXANDER MENRISKY

Understanding the Healing Power of Scent B Y M A E M A Ñ AC A P - J O H N S O N

Heeding the Call of Mother Nature B Y M A E M A Ñ AC A P - J O H N S O N

Pulse Special Advertising Supplement

Beauty Finds for Women

pulse.experienceispa.com 16

IN EVERY ISSUE 2 6 14 16

From Your Chairman

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Pulse Preview Pulse Points Member Profile: StressBusters Wellness Day Spa Putting Safety First in Pregnancy Treatments

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47

62

65

Conversations: Bonnie St. John Author of How Great Women Lead

BY MAE MAÑACAP-JOHNSON

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Success Stories: Michele and Jeff Kohl Spa & Club Ideations, LLC

62

Ask the Expert: David Shenk Author of The Genius in All of Us

64 65

ISPA Foundation

66 67 68 71

ISPA News and ISPA Calendar

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End Notes

BY MAE MAÑACAP JOHNSON

22 24

SEE + BE SEEN Member News

BY TARA SALAH ELDIN & BRIANA LEE

71 ISPA Snapshot Survey Product Spotlight Social Connections: Paul Schmidt Executive Director, Green Spa Network

A Day in the Life: Robin Jones Oncology Certified Massage Therapist Glen Ivy Hot Springs, Corona, California

BY MAE MAÑACAP-JOHNSON

67 ABOUT THE COVER

The cover uses the metaphor of “Superwoman” to depict the power of feminine leadership. This Pulse issue celebrates the nurturing spirit of women leaders, their ability to lead with equal measure of empowerment, empathy and conviction.

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COVER PHOTO © SHUTTERSTOCK

PULSE POINTS

CLIMATE CHANGE TOPS AS GLOBAL CONCERN ith March 20 celebrated worldwide as “Earth Day,” there’s a growing interest in the topic of climate change and its impact. In fact, according to a Pew Research Center survey, respondents in 19 out of 40 nations cited climate change as their biggest global concern, ahead of global economic instability and terroristic threats.

With more than 45,000 respondents, the survey indicates that more than half in every Latin American nation are “very concerned” about climate change. In fact, a median of 61 percent of Latin Americans are most worried about it, the highest share of any region.

This is followed by Africans, with a median of 56 percent of respondents in the Sub-Haran African region worried about climate change.

Rounding out the top three regions that ranked climate change as their top global concern is Asia (43 percent), with Indians (73 percent) and Filipinos (72 percent) significantly more worried about it.

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The following are the top nations “very concerned” about global climate change: 79%

Burkina Faso

75%

Brazil

75%

Peru

74%

Uganda

73%

India

72%

Philippines

71%

Ghana

CLICK HERE to read more about the Pew Research Center’s survey.

MINTEL RESEARCH:

One in Five Women Use a Cleansing Brush Skin-Care Device esearch by Mintel estimates that one in five women use a cleansing brush skin-care device as part of their daily beauty routine. The report, entitled Beauty Devices – U.S. , states that convenience and the promise of professional results are two key factors that drive women to purchase skin-care devices.

“There is disparity in the beauty devices market, with sales of skin-care devices gaining momentum, while growth in the hair appliance market is stagnant. The promise of professional results at home is helping to drive sales of skin-care devices,” says Shannon Romanowski, Mintel senior beauty & personal care analyst.

Sonic cleansing brushes generate the highest usage among listed devices in the U.S., with 20 percent of respondents stating that they use the device. Women are most likely to associate cleansing (44 percent) and exfoliating (55 percent) benefits with skin-care devices.

In terms of demographic, the highest users of skin-care

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devices tend to be young, from 18 to 24 years of age.

Household income is a significant category driver, with those in the US$75,000 groups reporting above-average usage of skin-care devices.

Despite a much younger user demographic, there is strong interest in the skin-care device category across age groups in women. In fact, respondents from 18 to 54 years of age report similar interest to test and purchase devices. Price is the top barrier preventing them from doing so.

When asked what motivated them to purchase new devices, cleansing brush users say they are motivated to purchase by a variety of factors, including special offers (28 percent), reviews (28 percent) and family/friend recommendations (26 percent).

When carrying skin-care brush devices for retail in your spa, consider clearly communicating benefits that matter most to female guests like “exfoliating” and “cleansing” as well as providing discounts and referral rates to help market the devices and drive retail revenue.

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MEMBER PROFILE

STRESSBUSTERS WELLNESS DAY SPA

Putting Safety First in Pregnancy Treatments B Y M A E M A Ñ AC A P - J O H N S O N

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hen Mikki Melinda Anderson, along with husband Michael, founded StressBusters Wellness Day Spa in Laguna Hills, California in 2000, the couple had a clear vision in mind: to create a day spa that offers one of the highest standards in pregnancy massage therapy in Orange County. Today, not only does the spa continue to attract a growing market of 16 PULSE

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expectant mothers, it is also the massage provider for Mission Hospital in Mission Viejo, California and serves patients from its Women’s Wellness Center.

Anderson, a certified clinical aromatherapist and pregnancy massage therapist since 1993, claims the day spa has since earned the trust of obstetricians/gynecologists, midwives and doulas in local hospitals and prenatal

facilities who often recommend their patients to the spa for a massage treatment. In fact, Anderson is “the only massage therapist in Orange County with official and legal hospital privileges to work with high-risk and hospitalbound pregnancies.”

In total, 42 percent of the spa’s clientele are expectant mothers. Part of the spa’s appeal among pregnant women is the vast range of pregnancy

services it offers, from pregnancy, postpartum, labor and induction massage treatments, pregnancy facial therapy, sore foot massage to infant massage training.

Hiring is Key To maintain the spa’s high standards in providing specialized treatments, Anderson—who recently became a National Certification Board of Therapeutic Massage & Bodywork (NCBTMB) continuing education provider in “Pregnancy Massage,” “Essential Oils for Health and Natural Living” and “Aromatherapy for Pregnancy and Labor”—pays close attention to hiring qualified staff.

“Our staff members are passionate about our mission and are as loving as they are talented,” she says. To help her find the best fit, she looks for qualities like top-notch education, combined with a passion in the field, particularly in pregnancy and oncology massage. “We do not hire students from subpar schools,” she says, adding that she often requires from 750 to 1,000 hours of massage education.

High-Risk Position Because of the high risks that incorrect massage treatment positioning or techniques may pose on expectant mothers and their unborn child, Anderson emphasizes the importance of requiring therapists to undergo a pregnancy massage training and earn their certification.

“Any massage therapist anywhere offering pregnancy massage must be prenatal trained and certified in order to work with these precious clients and

their babies,” Anderson insists.

Of all the possible points of concern, she is most worried about the dangers of prone-facing (face down) contoured pregnancy cushions and/or pregnancy tables with cut-outs for the stomach and breasts that some hotel spas use for guests who are up to seven months pregnant.

“Spas that are now offering risky prenatal positioning [must] be made aware of the risks a prenatal guest is

exposed to, and show safe and effective alternative positions for the good of all involved,” she says. “Such a cushion or table can be safely used up to 14 weeks of pregnancy, no further.”

She states that prone-facing position is risky for pregnant guests because it will make it more difficult for therapists to read facial cues as well as for guests to communicate while treatment is ongoing.

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MEMBER PROFILE

MIKKI MELINDA ANDERSON VP, Director of Holistic Services • StressBusters Wellness Day Spa • Laguna Hills, California

“Spas that are now offering risky prenatal positioning [must] be made aware of the risks a prenatal guest is exposed to, and show safe and effective alternative positions for the good of all involved.”

Intrauterine Pressure According to Anderson, the most valid reason why prone-facing position should be avoided is because it can increase intrauterine pressure even before the therapist increases pressure by massaging. There are many expert insights that support this known risk, including Leslie Stager, registered nurse, leading pregnancy therapy massage educator and author of Nurturing Massage for Pregnancy.

“Such pressure strains the posterior spine and pelvis, increases sinus pressure (being pregnant already causes excess mucous production), contributes to neck and hip misalignment and has the potential to stimulate the uterine contractions, potentially threatening the pregnancy,” Anderson says.

Safety First When it comes to pregnancy massage treatment, safety of the expectant guest should come first. One way the spa, an associate member of the Green Spa Network, makes guest safety a priority is through its commitment to the use of organic and/or plant-based cleaning products devoid of toxins.

More importantly, StressBusters Day 18 PULSE

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Spa performs its pregnancy massage treatments in the safest position possible: the side-lying and/or semireclining posture.

“Such positions should be offered regardless of the guests’ perception or preferences in this regard. Providing safe and effective pregnancy massage should be and will be the standard in the future

for everyone,” she says. “Since many pregnancy problems go undiagnosed, or even if the mother is diagnosed with some type of condition, the mom may be uninformed on the impact such prone-facing pressure could cause her. It is up to those of us who are experts at pregnancy massage to dictate the safest and most effective positioning.” n

ABOUT THE SPA Spa open date: November 11, 2000 Square footage: 2,000 square feet Number of treatment rooms: 5 Number of full-time staff: 2 Number of part-time staff: 9 Guest ratio percentage: 75 percent female, 25 percent male Method of staff payment: Hourly and commission Signature treatment: StressBusters Signature Massage and StressBusters Prenatal Massage Product lines used: Epicuren Discovery, Osmosis Pur Medical Skincare Contact information: StressBusters Wellness Day Spa 26548 Moulton Pkwy Ste D Laguna Hills, CA 92653-6200 Phone: 1.949.831.1988 Website: stressbustersspa.com

Pregnancy Massage Best Practices

Anderson, who is adamant about safety first when providing pregnancy massage treatments, offer the following advice: l Have all pregnant clients fill out a “Confidential Health Intake Form for Pregnancy” that notes any current or former high-risk pregnancy problems, current pregnancy discomforts, weeks or pregnancy term, as well as her date and physician or midwife information. l

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Ensure that all therapists providing prenatal massage are certified in pregnancy massage.

Therapists should know what a pregnant body is going through during each trimester and the bodywork precautions for certain medical conditions.

Utilize prone positioning for the pregnant client on a body cushion or pregnancy table only for the first 14 weeks of gestation. For the remainder of the pregnancy, to eliminate risks, use side lying or semi-reclining positions only.

Use unscented or very lightly scented lotion/oil for the prenatal massage. Aromatherapy should only be used sparingly for pregnancy and only if approved by a clinical aromatherapist.

Provide prenatal bundles (e.g., massage, facial, etc.) to ensure repeat visits throughout clients’ pregnancy and post-birth.

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SEE + BE SEEN SPOTTED AT SEPHORA.

HOPE FOR THE FUTURE. ISPA Chairman Michael Tompkins spoke at

Dr. Dennis Gross Skincare cofounder and CEO Carrie Gross was seen at Sephora with her field team for an instore beauty consultancy and product demonstration of its Alpha Beta Beauty Peels. Skin expert and Dr. Dennis Gross USA Regional Manager Khoren Manouk was also on-hand to provide guests beauty tips.

the 2016 HOPE Global Forums in Atlanta, Georgia. In photo, Tompkins with St. Louis City Treasurer Tishaura Jones.

ISPA BOARD AT WORK. The ISPA Board held its first board meeting for the year at the Sheraton Grand in Phoenix, Arizona to set strategies and discuss growth plans of the association.

From left: Todd Walter (Red Door Spas), Blake Feeney (Feeney and Co.), Garrett Mersberger (Kohler Co.), Sharilyn Abbajay (Red Door Spas), Michael Tompkins (PALM Health), Frank Pitsikalis (ResortSuite), Dawn Tardif (BodiScience Wellness Center & Spa), Julie Oliff (St. Regis Aspen), Todd Hewitt (Shangri-La International), Kristine Huffman (Huffman Hospitality Concepts), Eric Stephenson (Well World Group), Laura Parsons (ESPA International-Spa Division), Michael Harmsworth (ESPA International), Ella Stimpson (The Spa at Sea Island), Noel Asmar (Noel Asmar Group), Todd Shaw (La Quinta Resort & Club) and Lynne McNees (ISPA).

RED CARPET READY. Skin Authority was behind-the-scenes to help E! News correspondent Carissa Loethen get ready for the Golden Globes Awards red carpet. To prep Loethen’s skin, her makeup artist Emily Hache used Skin Authority to help achieve a flawless look.

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WANT A POST-ISPA BOARD MEETING UPDATE? Click here to watch a video update by ISPA Chairman Michael Tompkins and stay in-the-know about plans for the ISPA community.

March/April 2016

Want a post-ISPA Board Meeting update?

MEMBER NEWS B Y TA R A S A L A H E L D I N A N D B R I A N A L E E

THE SPA SHIFT Announcements marking spa industry players on the move. ●

Phytomer Group Brands, located in Salt Lake City, Utah, has welcomed Karen Hogan as Regional Account Manager.

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San Diego’s SpaTerre at Kona Kai Resort has appointed Tricia Sterling as its new Spa Director.

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Thomas Mangas has been appointed CEO of Starwood Hotels & Resorts Worldwide Inc., based in Stamford, Connecticut.

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Mia Kyricos reassumes her role as President and Founder of strategic advisors Kyricos & Associates, headquartered in York, Maine.

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Body Bliss, based in Sedona, Arizona, has appointed Thalia Walkup as Business Development Manager.

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Gianpaolo Bellomunno will serve as Corporate Director of Sales & Marketing at Grand Velas in Mexico.

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Elizabeth Arden Red Door Spa has appointed Ben Stewart, who will be based at Red Door’s flagship location on 5th Avenue in New York City, as National Creative Director. Timothy Wanrey has also been named National Style Education Director of the hair salon business at The Red Door Union Square, Red Door Spa’s newest location in New York City.

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Joseph C. Magnacca has been named CEO of Massage Envy Franchising LLC while former CEO Dave Crisalli will serve as a member of the company’s board of directors.

Karen Hogan

Tricia Sterling

Thomas Mangas

Mia Kyricos

Thalia Walkup

Gianpaolo Bellomunno

Ben Stewart

Timothy Wanrey

Joseph C. Magnacca

GIVING BACK 1. Touch America Inc., of Mebane, North Carolina, announced plans to expand their

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CommunityTouch program which supports sustainability initiatives, community events, and nonprofit organizations. VP of Market Development Aubrey Griffith-Zill will lead a group of high school students on a trip to Trinidad this spring to participate in communitybuilding projects.

2. Universal Companies Inc., of Abingdon, Virginia, has awarded a total of US$8,000 to 2 3

beauty schools to strengthen their education programs. The company presented US$5,000 to the Beauty For Life Foundation to benefit students of the Marinello School of Beauty and US$3,000 to the scholarship program at Delta Career Education Corporation, whose schools offer career-focused degree and diploma programs in fields with high-employer demand.

3. HydroPeptide, located in Issaquah, Washington, has announced a new initiative to partner with charity:water in 2016 to build 12 wells, which will be primarily funded through the net profits of EYE AUTHORITY.

4. In time for Women’s month, Elemis partners with Women for Women International, an

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organization that helps female survivors of war-torn countries reclaim their lives. As part of the organization’s “She Inspires Me Campaign,” Elemis launches its Pro-Collagen Marine Cream Ultra Rich Special Edition to help fund a class of women in Afghanistan in a year-long program that will offer them financial emancipation.

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NEW ON THE MENU Grand Velas Riviera Nayarit has launched a new treatment called The Sunrise Massage for babies which aims to stimulate the baby’s senses and central nervous system as well as promote sensory and cognitive development. The resort also offers a Baby’s First Haircut and Baby Concierge services.

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MEMBER UPDATES 1. Gwinganna Lifestyle Retreat in Australia has released three new premium accommodation options. The new Meditation Suites are designed to encourage mindfulness, meditation and yoga practice. All three suites feature a private deck with a day bed, deep bath, king-sized bed, private laundry facilities and specialty inclusions, such as a yoga mat, meditation cushion and an iPod with built-in meditation sessions and music.

2. Dr. Mariela Silveira, medical director and co-owner of Kurotel-Longevity Medical Center and Spa in Brazil, was guest speaker at the 2016 The New York Times Travel Show. For the first time this year, The New York Times has created a feature totally devoted to Wellness Travel, and Kurotel, which has recently been recognized with the Crystal Award for Best Wellness Travel Property in South & Central America, is honored to represent South America as well as highlight the center’s innovative approach to brain health.

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3. Noel Asmar Group Inc. is now an Official License Merchandise Partner of the Rolex

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Kentucky Three-Day Event, taking place April 29 – May 1. Noel Asmar Equestrian will sponsor several riders at various levels of competition. Noel Asmar offers highperformance technical and transitional styles using innovative fabrics, two-way zippers and hidden gussets.

4. GOCO Hospitality has acquired Glen Ivy Hot Springs in Corona, California, as well as

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an adjacent 65-acre plot. The company plans to expand the property into a 90-room retreat and wellness resort community. The plan for expansion includes additions such as a comprehensive wellness center, medi-spa, organic farm, center for holistic medicine, residential units and more. CEO/President Jim Root and the Glen Ivy team will continue day-to-day operations of the resort.

5. The parent company of Bon Vital’ has sponsored Nicole Bucar, a member of The

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Massage Therapy Foundation’s Running for Research Team, to participate in the 2016 Boston Marathon on April 18. Proceeds from Bucar’s marathon run will benefit the Massage Therapy Foundation Research initiatives. Additionally, Bon Vital’ and Thera Pearl products were also given to the entire Running for Research Team to enhance their training programs.

BRILLIANT IDEA 1. Mandarin Oriental Hotel Group and Mayo Clinic Healthy Living Program have joined forces to launch a healthy living wellness program at the hotel group’s property in Turkey. The program will offer tailormade experiences, including one-day assessments, five-day retreats, and á la carte services in addition to the resort’s first-class fitness center and offerings like healthy cuisine and wellness classes.

2. The staff at SiSpa at the Marriott Pompano Beach Resort & Spa in Singer Island, Florida has completed training on spa treatments for guests with cancer. It’s new “Comfort Care Classics” menu features treatments specifically designed for those suffering or recovering from cancer. SiSpa is the only spa in Palm Beach County and one of two in Broward County trained in such specialized services.

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CONVERSATIONS WITH BONNIE ST. JOHN Leadership consultant and best-selling author of How Great Women Lead, BONNIE ST. JOHN’S life is a story of triumph despite adversity. At age five, her legs were amputated due to deformity, but rather than being held back by her disability, she rose on top of life’s challenges to eventually become the first-ever African-American to win Paralympic medals in ski racing, taking home a silver and two bronze medals in downhill events at the 1984 Paralympics in Innsbruck, Austria.

“I grew up in San Diego where I had never seen snow before. My family had no money.

My mom was a school teacher and a single parent,” she recalls of her early childhood. It wasn’t until a family friend invited her to go skiing that she discovered the world of skiing.

Since then, and despite the numerous times she crashed and tumbled on ice, she fell in love with the sport and, ultimately, the idea of not giving up.

PULSE: How did you discover the world of skiing?

St. John: One Christmas vacation, a family friend reached out and invited me to go skiing with her family, an example of openness and willingness to throw away stereotypes. I had seen Teddy Kennedy ski on one leg and my mother found a brochure with an amputee skier on it, so I knew amputees could ski. But it was very hard to find equipment. I found an old pair of ski pants at the Salvation Army and wore knitted mittens. The first time I went on ice, it was awful. I kept falling and knocking other people over. It took me three days to learn how to stop. I would ski and crash, ski and crash. By the end of the week, I could turn right and left and I could stop.

Because I didn’t give up, I could go fast after just a few days. It was a rush because I could go fast—I was hooked!

P: How did being an athlete help prepare you to become a better leader?

SJ: Disabled sport is a great metaphor for today’s business world.

In traditional sports, people are given the best finance, training and equipment. They are groomed and selected to get to the next level. There is much more of a pathway for athletes. In disabled sports, I had to find my own equipment, find my own coaches and put the program together using my own initiative. In today’s business world, things are changing so fast. Competition is intense, and people have to try to compete without necessarily 26 PULSE

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having everything they would want to do it perfectly. Being a disabled athlete gave me more perspective on how things work now.

P: The book How Great Women Lead was a bonding adventure between you and your daughter, Darcy.

What inspired you to bring her along with this journey and why does her young perspective matter in shaping the content of this book?

SJ: I was interested in writing a book about the future of women’s leadership and, by taking my daughter along, it allowed me to focus on the world she will be leading in and the kind of leader she is going to be.

When I got the idea to write the book, I initially thought of interviewing only politicians and CEOs. Instead, Darcy pushed me to include fighter pilots, orchestra conductors and activists. Her perspective really made it a much more interesting book.

Shortly after Darcy was born, I interviewed a series of leaders for a book called How to Get Ahead at Work Without Leaving Your Family Behind and what I found was that many great leaders who were also great people living good lives used their work to teach their children, so I learned that model. By involving her, it was a way to improve my work/life balance and give her an opportunity to grow.

P: In your own definition, what makes a great leader?

SJ: My favorite definition is that “great leaders make the invisible

B Y M A E M A Ñ AC A P - J O H N S O N

visible to others.” They see where the team or organization is going and they help others see that too. I think that’s what distinguishes leadership from management. Leaders help people get to a new place. You can be a leader at every level, helping to mobilize people to get better. As former U.S. Secretary of State Condoleeza Rice once said: “Management and leadership are two sides of the same walnut, but being aware of the difference and aware of what you are doing helps.”

P: Based on your research for the book, what are some of the challenges women in leadership face today?

SJ: One thing that we saw a lot in the women we interviewed for the book is that women tend to hold on to detail a lot more than men. We are wired that way. It is harder for women to let go. The shift from management to leadership can be very challenging, and so can delegating.

“Great leaders make the invisible visible to others.”

Perfectionism is also an issue we get caught up in. I was talking with Clare Shipman (author of The Confidence Code), and she said that perfectionism can be a result of a lack of confidence, which I thought was very interesting. So, our tendency to get into perfectionism, to hold on to details and to try to do so much ourselves can make it hard to let others step in and dedicate ourselves to leadership.

P: What’s your best piece of advice to women leaders?

SJ: There are also a lot of challenges in the system that we work in. We still have to navigate a fine line between being strong enough to lead without being labeled difficult! I would say two things to women in leadership: A woman needs to find a culture in which she can thrive, where her values and authenticity are supported. If you’re trying to fit in with a culture that goes against your nature, you will be exhausted and won’t do your best work.

Secondly, find sponsors as well as mentors. A sponsor is someone who is really advocating for you to get to the next level, to carve out a career path that will maximize your potential.

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DAILY HABITS OF GOOD LEADERS

1. Prioritize prioritizing. “This was an advice given to me by neuroscientist David Rock. It’s one of the hardest things for our brain to do. It involves seeing the future and making decisions based on that. Great leaders have to set aside time to prioritize well, usually early in the morning, a time when you are not interrupted.”

2. Wake up your spirit every day. “Ken Blanchard, co-author of The One Minute Manager, gave me this advice. Our ‘spirit self’ wakes up more slowly than our ‘task mind.’ He recommends a low time in the morning to wake up your spirit. You are more likely to keep your cool, more likely to be angry when you are supposed to be angry. When you’re too busy, not fully awake, we get these things wrong. For him, it means getting up at 5 am and playing with his dogs. For some people, it could be exercise, but for others, that can be a chore.

It’s really important for leaders to have that internal compass functioning every day.

3. Have a touchstone for your purpose. “When now Secretary of Health and Human Services Sylvia Burwell was in leadership at the Bill & Melinda Gates Foundation, she said it is so easy to get caught up in red tape, minutiae and politics.

One thing she did at the Gates Foundation to not lose sight of what matters was to hang a picture of a young African girl in the conference room. She told her team that the African girl was the boss. So in projects that may involve tens of millions of dollars, they would turn to the wall and ask: What would the boss think of that? It helped create a touchstone. So whatever your mission is, do you have a way to pull yourself back to your core purpose at a moment’s notice?”

P: Your famous words—immortalized on Starbucks cups as part of the company’s “The Way I See It” campaign in 2006—were: “I learned that people fall down, winners get up, and gold medal winners just get up faster.” Why is it often more important to get up faster than have the better skill sets in order to succeed?

SJ: [Harvard Business School professor] Rosabeth Moss Cantor says that resilience is the new skill. Given the level of change and volatility, leaders and the rest of us all need to be more adaptable and flexible than we have been in the past. Even if you have the best tools and skill sets, you will still get knocked down in this turbulent world. So being able to get up faster is a real skill to reassess and move forward quickly. n WHO AMONG THE top women featured in St. John’s book best exemplified exceptional leadership qualities? Click here to read more of her expert insights.

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The New Girl Starts on Monday…

Now What?

BY MERIT GEST

SCENARIO 1: Things are going well and your spa is very busy. You are in a catch 22—too busy to take the time to add more staff but too busy to keep up the pace without more help.

Your plan is to find someone with experience who can jump in and start working, someone who doesn’t need training.

SCENARIO 2: Only one of the last five people you hired is still with you 30 days later. Three of them would have been great and you were sorry they left so quickly. They were busy right away, so what went wrong?

SOUND FAMILIAR? n the first scenario, the spa is limited in their pool of candidates by those who can come in and “hit the ground running.” Most likely, because the spa is so busy, you won’t have time to train them and the new hires will be left on their own to do things the way they’ve learned elsewhere, which may be quite a different process from your own.

The danger, of course, is that clients have inconsistent experiences at the spa and may not return. You stand to lose not only the investment in hiring that person, but also repeat

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business from clientele.

In the second scenario, a potential top performer that leaves too soon creates more costs in terms of time and effort you’ll have to put back into the hiring process, not to mention the potential negative press that spreads like wildfire across social media, making it tougher for you to hire the next person.

These two different scenarios share a common solution…deliberate onboarding, which addresses the following questions: l

How do you ramp up top performers fast?

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How do you weed out nonperformers fast?

How do you create an environment where people want to give their all and stay forever?

How do you protect the investment of time, money and effort that you’ve already poured into the hiring process?

Deliberate onboarding is the process of mapping out the expectations you have of new hires and creating specific training experiences to help them succeed. Here are the four steps:

STEP 1: Measure-Up. Before my esthetician knows which facial will be best for my skin, she examines my skin under a bright light and a magnifying mirror. You can do the same with your processes for hiring, onboarding, selling and retention. A complimentary Merit-based Measure-Up assessment is available to you (see digital box for website link). How do your processes “measure up” to those considered “best-in-class”? Before you can offer the hydrating facial, it’s best to identify the problem as dry skin.

QUICK TIP: Ask current staff these four questions to identify gaps in your onboarding process: 1. When you started, what was hard to figure out?

2. How long were you working here until you finally felt you hit your stride?

3. How well did our onboarding training prepare you for your day-to-day work?

4. What would you add to our onboarding training?

STEP 2: Mechanics.

Once you’ve selected the proper facial for your client, you assemble the equipment, tools and products you need for the treatment. If the treatment room was missing the towel you needed, you would likely stop and find a towel before you began. When new hires start, it is important to prepare in advance so you are not only clear about all of your expectations of them, but also that you have everything you need for their onboarding.

Any gaps you uncover in the “MeasureUp” phase would be handled in this step.

This step takes some deliberate thinking, but “done is better than perfect” and some thinking and planning is better than nothing.

QUICK TIP: Identify all of the expectations you have of new hires for a specific role in three categories: 1. Information they need to KNOW 2. Actions they need to be able to DO 3. Systems and tools they will USE*

“Most likely, because the spa is so busy, you won’t have time to train them and the new hire will be left on their own to do things the way they’ve learned elsewhere.”

STEP 3: Implementation.

As a spa enthusiast, implementation is my favorite part. In our facial example, implementation is the act of conducting the facial. In terms of onboarding new hires, the implementation step happens when you test the process you’ve designed with a real person, either “undercover” like a secret shopper or with your actual new hire.

QUICK TIP: Tell your staff you’ve hired someone and put them through the first day on the job to see what is really happening when a new hire starts. You can learn a lot from your “undercover new hire!”

STEP 4: Alignment.

As we all know, hydrating facials are not a one-time thing. To maintain my healthy glow, I get facials on a quarterly basis. Guess what? Onboarding is the same deal. It is a work in progress.

Sometimes you need to get rid of some dead skin to reveal better skin and sometimes you need to shed old ways of training that no longer give you the

results you want. As you will learn new things through implementation, you’ll be able to adjust and align your process.

QUICK TIP: To keep your process in alignment with your values, culture, systems and tools, it is important that you review the process at least on an annual basis to keep it fresh and relevant.

A good hiring process is obviously important to identify the candidates with the potential to be great in your organization, but don’t stop there. A deliberate onboarding process gets your good hires off to a great start and sets them up for long-term success.

Your next new hire feels special, they learn the ropes quickly and become valuable members of the team faster than you anticipated. They tell their friends, who are also top in their field, making it easier for you to recruit top talent and grow your business. Clients are thrilled. They refer more friends.

Finally, your spa is on autopilot and you can relax and enjoy a facial. n

MERIT GEST has been working with companies to grow revenue, increase profitability and reduce turnover for more than 20 years. She created The Meritbased Onboarding Methodology™ to enable clients to better prepare new hires for success with onboarding programs that are flexible, collaborative, consistent, automated, scalable and creative. To listen to her Professional Development Session (PDS) entitled “Onboarding: The Vital Gap Between Hiring & Productivity” at the 2015 ISPA Conference & Expo, purchase the PDS Audio Recordings at experienceispa.com.

TO ACCESS the complimentary Merit-based Measure-Up assessment and help you assess onboarding gaps in your spa or company, visit meritbasedonboarding.com/mb-measure-up.

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VOICES

A Call for Spa Professionals to Protect Our Industry’s Future The U.S. Department of Education’s new “Gainful Employment” regulations threaten to disrupt spa and salon employers’ access to qualified professionals.

As the spa industry continues to thrive, new regulations put forth by the U.S. Department of Education (DOE) threaten employers’ and consumers’ long-term access to educated, qualified beauty and wellness professionals, including massage therapists, estheticians, cosmetologists and nail professionals.

Specifically, the threat stems from regulations that would restrict federal funds (financial aid) for students pursuing career training at “trade schools.” In addressing the national issue of student debt levels, the DOE has placed trade schools in its crosshairs, creating a situation that could ultimately result in a shortage of qualified beauty and wellness professionals.

LYNELLE LYNCH is the president of Bellus Academy, leading institution for advanced education which San Diego Magazine dubbed as “the Harvard of Beauty Schools.”

Lynch’s multi-faceted background is painted with professional achievements in fashion, business, marketing and even politics, but it is at Bellus Academy where she has discovered her true passion.

Her entrepreneurial spirit and commitment to excellence has earned her multiple awards, including SD Business Journal’s “Women Who Mean Business Award” (2012) and AACS “Director of the Year” (2012 and 2008), and the San Diego Chamber of Commerce’s Women in Business – Winner of the Small Business Achievement Award (2010).

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A Closer Look at Gainful Employment What does Gainful Employment mean to you? Many people would describe a gainful career as one offering plenty of opportunity and abundant market demand.

Unfortunately, such a rational definition of Gainful Employment is not what the DOE has in mind. At the same time, the U.S. Department of Labor projects a 38 percent increase in job growth for skin-care professionals, the DOE has chosen to define a career education program’s success based on the

income that a graduate earns the first year out of beauty school. Such a restrictive basis for evaluating a career program’s success could put the future of the beauty and wellness industry—including the professional spa industry—at risk.

The American Association of Cosmetology Schools (AACS) estimates that as many as one-third of its member institutions—who provide 87 percent of the nation’s licensed estheticians, cosmetologists, barbers, massage therapists, and nail technicians—could be forced to close within the next two years without Congressional intervention.

How ISPA Members Can Help: Educate and Advocate ISPA members can make a difference and help Congress to rethink this regulation.

The first step is to become informed about the regulations and engage with members of Congress to ensure they have an accurate understanding of what is at risk from an economic and employment perspective.

As background, it is helpful to understand the different types of higher education in America. Harvard University opened in 1636 as an institute of higher education to train future ministers. As the young nation grew, more universities opened offering an array of educational programs. The federal government gifted land to states, establishing a system of “land grant” universities like San Diego State and Colorado State. These public universities continue to be funded by state and federal government coffers, with just 21 percent of their operating budgets derived from tuition revenues.

Trade schools are frequently referred to as “private for-profit” schools and were created to provide education for indemand careers across a breadth of vocations, including beauty and wellness.

In contrast to state-funded universities, tuition at private for-profit schools covers 91 percent of operating costs. Private school owners invest their own resources in the infrastructure and curriculum necessary tools to educate students.

Gainful Employment and Access to Federal Funds The regulation titled “Gainful Employment” applies only to private forprofit institutions offering career education and certificate programs at community colleges. Under this regulation, students’ access to federal funds is determined based on their projected earnings the first year following their educational program’s completion.

Such a short-sighted approach will not

only fail to address the nation’s student debt concerns, but will create a shortage of professionals who can deliver indemand services. The Great Recession proved that in good times and bad, Americans seek out services performed by beauty and wellness professionals. “These service-related occupations are performed by licensed professionals who cannot and will not be replaced by technology or have their jobs outsourced overseas,” says Steve Gunderson, president and CEO of the Association of Private Sector Colleges and Universities (APSCU).

“ISPA members can make a difference and help Congress rethink [the Gainful Employment] regulation.”

The decrease will exacerbate an employment challenge that beauty and wellness professionals are already struggling to address. “The nation currently faces a shortage of licensed professionals required to enable salons and spas to operate at their peak and the demand for properly educated and licensed professionals is growing,” says Jim Cox, executive director of the American Association of Cosmetology Schools.

A Window of Opportunity The regulations developed by the DOE have the potential to significantly reduce the number of institutions preparing licensed professionals to meet the industry’s workforce needs and they could be implemented by the end of 2016.

However, the good news is that Congress has the authority to repeal or modify the regulations through revisions to the Higher Education Act of 1965 (HEA).

As part of a process called reauthorization, which takes place every five to six years, the House and Senate Education Committees will begin to review the higher education policies and make revisions to the law, which in turn impact the regulations.

As part of this reauthorization process, AACS is calling upon Congress and the Education Committees to protect what the U.S. Bureau of Labor Statistics suggests is a growing component of the U.S. economy. Over a 10-year period, job demand is projected to grow 38 percent for skin-care specialists, 16 percent for manicurists and pedicurists, 13 percent for hairstylists, and 11 percent for barbers.

While school owners will certainly be affected, it is vitally important that policy makers take a broader, holistic view of the impact these changes would inflict on the industry. To facilitate revision to these regulations, AACS is seeking support from the broader beauty and wellness community, and is requesting that professionals, employers and organizations like ISPA join efforts to educate and advocate for changes to the law that will protect the spa and salon sector from unintended consequences.

Throughout 2016, AACS will develop short, concise, advocacy campaigns calling upon the professional beauty and wellness community to notify Senators and Representatives of the need to protect the collective interests of the entire community. We are grateful to ISPA and its members for helping preserve the educational pipeline that fills employers’ employment demands. n

HOW CAN THE SPA COMMUNITY HELP fight the "Gainful Employment" regulations? Visit click here to find ways to get involved.

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ISPA BOARD OF DIRECTORS

Call for Applications

BY SAMANTHA SMITH

ISPA Board n Applicatio s n Ope April 1

t is time for ISPA members to put their name forward to serve on the ISPA Board of Directors.

Annually, the ISPA Nominations Committee seeks out individuals passionate about leading the association with ISPA’s Vision “to be the leader in promoting and enhancing the well-being of the spa industry and the people it serves.”

This committee, consisting of active ISPA leaders, guide candidates through a detailed application and interview process to seek out the spa industry’s strategic-thinkers. The 2016 ISPA Nominations Committee is comprised of Co-Chairs Sharilyn Abbajay (Red Door Spas) and Frank Pitsikalis (ResortSuite), serving alongside Cathy Cluff (Oaks at Ojai), Jean Kolb (Well by Choice), Jim Root (Glen Ivy Hot Springs), Jane Segerberg (Segerberg Spa Consulting), Ella Stimpson (The Spa at Sea Island) and Deborah Waldvogel (Sedona Resorts). The ISPA Chairman, Michael Tompkins (PALM Health), also works with the committee in an advisory role.

Selection Process Beginning April 1, primary and secondary members of ISPA can visit experienceispa.com to submit their application to serve on the ISPA Board of Directors. Applications will be accepted for 30 days, closing on May 1. Each qualified applicant will participate in a first-round interview, conducted via telephone, with two committee members (taking place in June). Those applicants moving forward will receive a second interview (in July) with the entire committee present in one location, also via telephone.

During the 2016 ISPA Conference & Expo, the Nominations Committee will announce the recommended slate of candidates to the ISPA membership. Immediately following, the slate will then be available for voting. Members of the ISPA Board of Directors are elected to serve up to a three-year term, and are eligible for re-election to a second term following the same process. New directors take office during the first board meeting following the annual Conference and participate in a comprehensive orientation process beforehand. n

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The ISPA Board is the elected voice of the ISPA membership. If you would like to take the next step in becoming a leader within the association, we encourage you to put your name forward to serve.

Application Fast Facts

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Ensure your membership status is active and that you are the primary or secondary member on your ISPA account.

You will be required to provide a high-resolution professional headshot, a current version of your professional resume and three professional references when submitting your application.

If you cannot complete your application in one sitting, you do have the ability to save and come back to your responses in the application.

Once your application has been received by the ISPA headquarters, you will receive an email confirmation that includes a copy of your application.

The deadline for applications is May 1. Late applications are not considered.

We are here to help! For inquiries, reach out to Samie Smith at samantha.smith@ispastaff.com or 1.859.219.3619.

ISPA Board Service Requirements:

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A minimum of two days’ participation during three board meetings annually, which includes a financial commitment to cover expenses.

One to two hours each month on spa business and communications.

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One week to attend the annual Conference & Expo.

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One to three hours of conference calls each month.

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One to two hours a week reviewing board information for effective governance.

Being available as/when needed while working a fulltime position.

FOR THE GOOD OF

Women

Women constitute the largest market for the spa industry.

In fact, according to the ISPA

BY ANDREW DEWSON AND MAE MAÑACAPJOHNSON

Foundation Consumer Snapshot Initiative, 47 percent of the U.S. spa industry’s market consist of male spa-goers, which means the majority (53 percent) of spa-goers are female. It is not surprising that, as a community known for its philanthropic efforts, several ISPA members support organizations that empower and better the lives of women.

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Sanctuary on Camelback Mountain Paradise Valley, Arizona

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anctuary on Camelback Mountain was first introduced to Colleen’s Dream by a resource partner that supports the local organization. “Colleen’s Dream is a wonderful organization that helps fund research for ovarian cancer, and we at Sanctuary on Camelback Mountain wanted to do our part in helping find a cure,” says Spa Director LaRae Verros.

The story of Colleen’s Dream started in 2007 when Colleen Drury, who inspired the birth of the organization, was diagnosed with late-stage ovarian cancer. Ovarian cancer is often referred to as “the silent killer” of women because many do not discover their disease until it is in the late stages, which leads to many women succumbing to the disease within a short period of time.

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To support the organization, the spa offered a “Spa for a Dream” promotion in October through November last year. Ten percent of the revenue raised from a selection of spa treatments was donated to the organization.

“It ended up being a really successful promotion and our donation totaled US$6,400. We also hosted a bag-stuffing event to put together spa goody bags, which included items donated from spa vendors, for women who have been diagnosed with ovarian cancer. Members of Colleen’s Dream hand-delivered the bags,” Verros says.

In addition, Verros says, like any other promotion, marketing was a critical component to its success. “We got the word out through email blasts, our resort website and social media,” she says.

TOP TIP: “I’d advise spa owners to do their research to ensure their support is going to a reputable organization that applies their donations to the appropriate areas.”

Kashwere, LLC Northbrook, Illinois

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ashwere, LLC President and co-owner Merri Gleckler learned about Colleen’s Dream when she met its founders, Nicole and Billy Cundiff, in July last year. “During that meeting, I learned about ovarian cancer’s staggering 70 percent death rate with no early detection. I was horrified that, like many other women, I, too, was misled to believe that pap smears provide early detection! When I learned how misinformed I was about ovarian cancer as well as realizing I was not alone, I was determined to help make a difference,” Gleckler says.

It was at that moment that she made the decision to join forces with the founding couple so that, together, they could share this knowledge and help raise funds for scientific research so that an early detection test can be established.

“I feel it is important to give back and use our platform to benefit others. It’s actually our brand mission to ‘touch people’s lives’ as much as possible. Kashwere supports Colleen’s Dream financially and our products help make women ‘feel good’ while battling cancer.”

To help support Colleen’s Dream’s mission, Kashwere collaborated with ZENTS, Kypris, COOLA Suncare and Essence

of Vali to create the “Feel Good Bag.” Sanctuary on Camelback Mountain also participated in this initiative.

“Kashwere and these other companies each donated 100 ‘feel good items’ to include in the customized gift bag, which myself and those from Colleen’s Dream hand-delivered to women during their chemo treatments,” she says. In addition, the company also donated 100 custom travel blankets and socks.

Gleckler, along with her sister, Lisa Jadis, and friend, Natalie Fopeano, also created a customized Circle of Good necklace symbolizing total wellness, in which a percentage of the sales will be donated to Colleen’s Dream. “We believe that together we can make a difference,” she says.

Many more functions are currently being planned for 2016, including the annual kickoff of the Colleen’s Dream Gala. As for Gleckler, she sets her sights on raising awareness for the cause and is committed to supporting hospitals that specialize in oncology care, such as Johns Hopkins University, University of Arizona Cancer Center, Memorial Sloan Kettering Cancer Center, UC San Diego Moores Cancer Center, and many others.

From left: Dr. Janicek, Merri Gleckler, Nicole Cundiff (co-founder of Colleen’s Dream) and Linda Wagner at the Arizona Oncology.

TOP TIP: “Although these organizations support women-specific diseases, these diseases affect both men and women as every man has a mother, grandmother and may have a wife, sisters and aunts. Thus, it is imperative we educate and include men in our efforts.”

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East Village Spa Des Moines, Iowa

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t is hard for most of us to imagine the predicament and anxiety of becoming homeless.

It can happen for many reasons, such as a couple of bad financial decisions, substance addiction and domestic abuse. The Beacon of Life homeless shelter in Des Moines, Iowa, provides women from all walks of life with shelter, security and a chance to rebuild lives.

For East Village Spa owner Cassie Sampson, the prospect of helping to give women a second chance and rebuilding their selfesteem was inspiration enough to get involved. A casual acquaintance with the home became something more serious over time: “I had attended fundraisers for the shelter but I realized that there was a need to foster self-esteem and educate these women about the importance of caring for themselves.”

For many of these women, caring for themselves had become a distant memory and an irrelevance.

Sampson, who also serves on her local YMCA board, has used her work to support local communities since it opened its

doors in 2008. The annual “Spalloween” event, when all proceeds from the spa on October 31st go to support an animal rescue organization, set the tone for a business that prides itself in giving back.

The formal support for Beacon of Life came about almost by accident. East Village Spa (which has now grown from its original 1,800-square-foot location with four staff into a 6,000square-foot spa with 15 staff) was changing resource partner for its skin-care products and had a lot of leftover inventory.

“Instead of selling it in a clearance sale to our customers, we immediately thought of the women at Beacon of Life,” says Sampson. “We provided complimentary facials and six months’ worth of products so that the women could continue their estheticians’ recommendations as they transition into new lives.”

East Village Spa’s work with the women of Beacon of Life has been recognized by many local media outlets in Iowa. It has also generated a very positive response among the spa’s guests and, perhaps more importantly, in the self-esteem and hope among the home’s residents. Supply drives and other fundraising activities are planned to maintain the relationship between East Village Spa and Beacon of Life—a relationship that is providing women with transformation, renewed vigor and, most importantly, hope.

TOP TIP: “Philanthropy is a great way to reach out to your community and build good will, so any employee struggling to convince their spa manager or owner about a project needs to stress that aspect. Owners need to be open to suggestions—an organization that staff members care about deeply will create enthusiasm, team-building and pride for your business.”

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Makes Scents Natural Spa Line Lancaster, Pennsylvania

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eather J. Kreider, owner of Makes Scents Natural Spa Line, says the company was inspired to support Clare House, a Pennsylvania-based organization that provides homeless children and women a support system and safe refuge, after a serendipitous meeting with one homeless woman named Elby.

“While driving from work, my husband Nathan and I saw a young girl, maybe in her mid-20s, hunched over, sitting on a recycling bin, and holding a small cardboard sign that read: ‘Anything you can give is appreciated.’ While anyone who lives in or around Lancaster knows panhandling is a major issue in the city, this was different. I could literally see—and feel—this young woman’s broken heart and worn spirit. It was written all over her face: shame, embarrassment, hopelessness,” recalls Kreider of that touching moment.

“Behind all of the sadness and dirt was a beautiful girl. I learned she sleeps in a graveyard and has nowhere to go. I asked her if she knew of any of the local resources for homeless women, like Clare House, but she knew of none. My heart ached for her,” she says. Kreider was so moved by that moment, even filled with guilt, that she was inspired to choose Clare House for their drive last year.

In its second annual drive for the homeless community in Lancaster County, the spa plans to continue to build and grow the initiative each year. “During our first annual drive, we sponsored a One Warm Coat® Drive, and with the help of our community, we were able to help many in our local homeless

community stay warm over the cold winter season,” she says.

The company’s effort struck a chord in its local community.

“Every day in Lancaster city, we are faced with the reality of the struggles faced by the homeless, low-income and uninsured population. The people Clare House serves could quite possibly be a previous neighbor, friend, or another person we’ve encountered in the past. None of us are immune to the possibility of the downward spiral that leads to homelessness. That’s why we feel so strongly that more compassion, more volunteerism, and increased social responsibility are needed to help make a difference in the lives of those who need it the most,” she says.

Kreider believes that it’s important to reach out directly to those in need the most, much like Elby. To remind her of this, Kreider says she keeps in mind the words of Evalina Dombrowski, executive director at Clare House: “Our work is no good if the families who need us don’t know we’re here.”

Elby may have been touched by the generosity of the couple on the day they met, but it was Elby who changed Kreider’s life.

“I am so glad I got to meet Elby, because she reminded me how easily our wonderful lives can be taken away from us and how grateful I am for what I have. The homeless population is near and dear to my heart, and this community will continue to be at the center of our philanthropic endeavors,” she says.

TOP TIP: “Don’t put compassion and giving back on the back burner. Just get started! I absolutely love the saying, ‘It costs zero dollars to be a decent person.’

We can all volunteer time or resources.

We just need to make it a priority and take action. Also, involve your staff. Ask them how they would like to support their community. Our team loves animals, and one of our goals in 2016 is to volunteer some of our time during our 40hour workweek to a local animal shelter.”

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Tallgrass Aveda Spa & Salon Evergreen, Colorado

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ew spas are in a better position to give back to their community than Tallgrass Aveda Spa & Salon in Evergreen, Colorado. The spa celebrates its 20th anniversary in 2015, and in that time has gone from five employees to 70, making it the third largest employer in Clear Creek County. From breast cancer awareness campaigns to providing funds and services to a local battered women’s shelter, Tallgrass has always had a focus on philanthropy.

Its support of women in the military and its association with Women’s Veterans of Colorado already stretches back at least seven years. From an initial campaign to send care packages to women serving in Afghanistan to the current, much more handson work, Tallgrass has been an active and appreciated member of Colorado’s extended military family.

“We expanded our celebration of women soldiers by donating hair and makeup services for military women who were having LinkedIn and resume photos taken at the Women’s Veteran of Colorado Conference in September,” says Tallgrass spa owner and founder Gail Ridings. “We were so well-received, met so many amazing women and really felt that we were making a difference

by helping the military women look and feel better.”

Tallgrass’ celebration of women in the military continued throughout last year with a giveaway of spa treatments to women in the military—whether on active duty, reserves or retired— during the week prior to Veteran’s Day. The spa also gave “extreme makeovers” to four military women who spa staff met at the annual Women Veteran’s Veteran of Colorado annual conference.

Ridings believes that Tallgrass’ commitment to philanthropy and to giving back to its community has been a crucial element in its business growth. “We believe that our commitment to philanthropy is one of their deciding factors in choosing to patronize Tallgrass,” she says. “We send a monthly e-newsletter reporting on our efforts, publish a philanthropy report on our website each year, enjoy enthusiastic coverage by the local print and digital media and have signage in the spa asking for our customer’s participation. And they respond positively.”

Tallgrass proves that actively engaging in philanthropic efforts on a regular basis is not an impediment to business growth. On the contrary, it can act as a catalyst to bring new business in and to inspire existing customers.

TOP TIP: “Encourage staff and guests to participate in philanthropic efforts, so always become involved with organizations that mean a lot to the people your business relies upon. We are very fortunate to love our jobs and make a comfortable living. We believe our mission is to ‘awe and inspire’ each other and everyone we touch.”

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Bio Natural Inc dba

BioRepublic Skincare Atlanta, Georgia

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espite being a business that is still very much in its infancy (it is just a year and a half old), BioRepublic is already creating a major name for itself within skin care and philanthropy.

Founders Paolo Montonelli and Justin Hong wanted to show their commitment to sustainability and to women’s issues from the moment they launched the business with their first line of eco-friendly sheetmasks in October 2014.

A partnership with their local Atlanta-based chapter of Dress for Success was just the kind of philanthropic partnership they were looking for, and according to Montonelli, it is a

partnership that “gives back to our community in a way that makes sense, given the nature of our business and products.

After meeting with the director of our local Dress for Success chapter to understand their approach to empowering women, we knew we had found the right partner.”

Dress for Success is a worldwide nonprofit organization that empowers women in the workplace by selling gently-used women’s business attire, providing a professional support network and career development tools. The organization has helped over 850,000 women in 20 countries by providing them with skills, counseling and clothing, helping them to re-enter the business world or take their first steps on the ladder.

Montonelli believes that many more businesses can and should embrace the social issues that are important to their employees and customers. “There are so many opportunities to get involved, especially at the local level,” he says. “We donate free facial masks for every purchase in our online shop. We also support Dress for Success by donating product for their fundraisers. As of now, we are only working with their Atlanta chapter; however, we hope to expand the partnership to other regions in the near future.”

BioRepublic’s approach to philanthropy is a crucial part of its business plan, and proves beyond doubt that a business does not have to be mature or long-established to make giving back a major part of its work.

TOP TIP: “Find an outstanding partner, one that complements your business and could use your help. Despite the amazing work Dress for Success does, we find that a lot of people still don’t know what they do. We want to build long-term success for them and for us.”

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Eastern Vibration Kathmandu, Nepal

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inging bowls have a long tradition in eastern healing and wellness. Christine Hays had spent most of her working life in the spa and wellness world, but it was repeated visits to the Kingdom of Nepal that led to the start of Eastern Vibration. The company sells handmade singing bowls, Tingsha bells and other Nepalese tribal wares, all made by local artisans with a portion of the profits helping to support poor Nepalese families.

It was during one of these visits that a chance conversation with a street child revealed just how difficult life for some women in Nepal had become: “There are many street children and most don’t go to school as they are on survival mode, just wanting food,” says Hays. “One day, I asked a child why he wasn’t in school, his response: ‘How will I eat if I go to school?’ We ended up getting close to three particular children and we found their mothers who were struggling and fending for themselves, sending the children out into the streets as they couldn’t afford taking care of them.”

The women who Hays found were making necklaces and selling them to tourists, making around US$5 to US$10 a day to feed themselves and their children. In many cases, they were not making enough to feed their children, hence, the stark choice many youngsters faced between getting an education and having enough to eat. It’s a choice that many women throughout the world face, and many will go hungry in order to give their children a chance to break out of the cycle of poverty.

Although Hays, along with her son Jahmaal, started Eastern Vibrations in 2012, it was the 2015 earthquake in Nepal that really brought the importance of her work home. Even the dwelling she shared with her son was destroyed by the quake, leaving them without shelter or food. Hays describes her feelings at the time she managed to escape to India as “survivor’s guilt,” something that inspired her to do what she could for those that she left behind in Nepal. “In the aftermath of the earthquake that devastated the lives of so many in Nepal, we are looking to extend the range of products and the families we support.”

Hays also notes that the aftermath of a significant event like

the April 2015 earthquakes in Nepal takes years to heal, but the media moves on in weeks, even days. One thing that has remained constant is the support of the spa industry: Ready Care Industries has contributed enormously by purchasing a significant amount of necklaces each month since June and has been gifting them to spa directors in their circuit. Six Senses Spas in Qatar and Sri Lanka have also been contributing, all of which has made a significant contribution to Eastern Vibration’s efforts to rebuild a school destroyed by the quake.

The long-term outcome of the efforts of Hays, her son and Eastern Vibration will take years to come to fruition. What is certain is that many Nepalese lives, particularly those of women and children, will be improved, thanks to the support of the spa industry.

TOP TIP: “Actions need to be strategic and intentional. Reach out to as many people as you can through social media, making sure those that you need to contribute know what they are contributing to.”

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International Sanctuary Irvine, California

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ccording to data compiled by International Sanctuary (iSanctuary) and published on its website, 80 percent of people in slavery are women and more than half of those enslaved are children. Every minute around the world, an estimated four children are forced into slavery and sold for either sex or labor.

When founder Stephanie Pollaro first learned about modern-day slavery and came across the stories of those forced into slavery in a magazine article she read in May 2003, she found a life-long calling. “The article outlined the brutality of human trafficking in India and around the world,” Pollaro recalls. After multiple short trips to India and a one-year volunteer stint with an Indian NGO in Andhra Pradesh that served women and girls in red-light districts, Pollaro was struck by the need to provide skills training and employment alternatives for girls and women rescued from exploitation.

In 2007, Pollaro founded iSanctuary and realized her dream of creating a business that helps those freed from enslavement to sustain themselves with marketable artisan skills. “iSanctuary was created to address the many needs of these

young women through holistic care and empowerment. The women are placed in mentoring programs, and provided with an education, medical and dental care, scholarships, and microloans in order to prepare them for the future,” says Michelle Johnson, head of distribution.

Over the last eight years, the company has worked with more than 300 women from nine countries. “Most of our work has been organic and unstructured. However, we are now taking what we have learned and redeveloping our program to be more measurable,” says Johnson. iSanctuary partners with other organizations working in India.

“These organizations do the rescuing of the young women, as well as provide safe homes for them to live in after being rescued.

These organizations then refer specific clients to our program,” Pollaro explains their process.

Providing both skill sets and a support system is critical to the re-integration of the victims into society, primarily because they are often rejected by their community and family, with no employable skills or education. iSanctuary provides support through its “The Academy” program.

“In 2016, we will expand and re-structure our activities into a new system that actively addresses our goals for The Academy, these includes effectively preparing participants to thrive in the world beyond iSanctuary, creating a replicable program model that can be adopted at new Sanctuaries and using jewelry production as a structure through which to learn additional important professional and personal skills,” says Pollaro. n

TOP TIP: “One huge way in which spas can partner with iSanctuary would be through carrying PURPOSE Jewelry. The more jewelry we sell, the more survivors we are able to employ. This also allows for more awareness and exposure about the issue. It gives guests a tangible way to get involved.”

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SPA Parties All in the Details BY ALEXANDER MENRISKY

pa parties have grown in popularity and, when done right, can bring in a great deal of revenue. But, if proper planning is not made to ensure that logistical requirements of a spa party is covered, group party services can pose complex nightmares in booking, facilities management and treatment preparation.

“Spa parties give guests the rare opportunity to spa together within an exclusive private space,” explains Shannon Stringert, director of spa, salon, & fitness at Cosmopolitan of Las Vegas, Sahra Spa & Hammam in Nevada. “While spas have always been popular for an individual or couples’ retreat, now more than ever, we are seeing the increase in requests for group spa and wellness experiences.”

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Party Planning Jessica Pickard, promotions and events coordinator at BJ Grand Salon & Spa, recommends taking several factors into consideration when designing spa party offerings, especially the size of the group—the size of the party has to fit the spa area. Furthermore, the exact service must be clearly envisioned, including what staff and resources will be necessary and what menu items are popular enough to include.

“Guests want the details,” Pickard says. “Before you begin offering spa parties, be prepared and organized.

Create protocols on bookings, the day of flow and have answers to potential

questions a guest may have. Bringing alcohol into the spa is always a question.”

BJ Grand Salon & Spa’s most popular spa party is Girls Night Out, which chauffeurs eight to 10 guests to the spa by limousine for a blowout and full makeup application for one to two hours, after which the limousine continues to chauffeur them for a night out. The spa also has a partnership with a local winery so that if the girls decide to make it their destination, they receive free wine with dinner.

Sahra Spa offers suites in Las Vegas that fits up to 12 guests in a private, 1,400-square-foot “spa-within-a-spa,”

combining an entertaining area with spa accommodations and even a butler.

The amenities include plush seating, a flat-screen television with DVD player, wet bar, whirlpool tubs, steam room, showers and changing and vanity areas, capable of hosting a variety of spa parties unlimited by type or demographic. Guests can also choose from a complete menu of spa services.

However, Stringert recommends always surprising guests with something special, based on their occasion.

“Depending on the purpose of their visit, you could offer a glass of champagne at check-in or a personalized

“While spas have always been popular for an individual or couples’ retreat, now more than ever, we are seeing the increase in requests for group spa and wellness experiences.”

— SHANNON STRINGERT • Director of Spa, Salon, & Fitness Cosmopolitan of Las Vegas, Sahra Spa & Hammam • Las Vegas, Nevada

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“Each event is considered to be an extension of our strategic public relations philosophy in that each new guest has the potential to be converted into a repeat client.”

— FAYEZ TAMBA • Owner Fayez Spa • London, Ontario, Canada

note welcoming them to the spa that is set alongside their robe and slippers,” he says. “Have a party or suite host on-site for the day of the event. This person should be focused on executing a seamless experience for the guest.” He also recommends designating a single group reservations specialist or manager as a point-of-contact for event and party registrations, to avoid miscommunications regarding reservations.

At Fayez Spa in London, Ontario in Canada, Fayez Tamba also has spa party itineraries organized according to groups’ specific objectives and size, rather than pre-designed packages. Because Fayez Spa can host up to 40 guests, Tamba pays close attention to its employees’ ability to plan and execute the events.

“Each event is considered to be an extension of our strategic public

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relations philosophy in that each new guest has the potential to be converted into a repeat client. In turn, the guest can also refer new clients within her/his circle of friends, family and colleagues,” Tamba says.

Demographics and Demands The large Sahra Suite at Cosmopolitan of Las Vegas is a popular choice for bachelor and bachelorette parties, birthdays, girls’ weekends and other celebrations. To deal with the challenges of diverse occasions, Sahra Spa & Hammam employs a Spa & Salon Group Experience Manager to focus on building relationships and experiences with guests.

Similarly, BJ Grand Salon & Spa’s bridal coordinator and spa day coordinator become points-of-contact for

organizing large parties. “This eliminates an unknowing staff member from having to try to figure out a guest’s questions or challenges,” Pickard says. “We work personally with them to create an event that meets their needs for relaxation and beauty.”

Centralized management and flexibility also allow spas to quickly shift their game plan when spa parties attract an unexpected demographic. For example, while BJ Grand Salon & Spa’s original Girls Night Out target young women ages 20 to 35, women between 35 and 65 ultimately showed more interest, and so Pickard redirected marketing by word-of-mouth and social media toward these individuals.

Word-of-mouth has been an especially powerful marketing tool for Fayez Spa, whose spa parties have been most

popular with a different demographic: corporate and professional groups. In addition to the mostly 24 to 59-year-old individuals who book events for weddings and reunions, health care, pharmaceutical, education and financial business groups make up a large part of the spa’s group clientele.

“The flexibility of our two relaxing lounges contributes to our success in hosting corporate groups,” Tamba says.

“The space is easily converted from two designated function rooms to become one larger space that is ideal for seminars and workshops. Coincidentally, some of the corporate clients purchase large numbers of gift cards that they use as rewards perks or incentives, and some segments of those create their own group bookings.”

Party Rewards With the sheer number of guests involved in spa parties, these services are undeniably huge revenue-generators for spas—both immediately and indirectly through referrals. “Girls Night Out is a small part of our business but a huge part of our new client acquisition strategy,” Pickard says. “We have longterm clients that bring in their friends and those guests continue to come back for future appointments.”

Stringert, on the other hand, estimates that annual revenue from group business at Sahra Spa & Hammam is in excess of US$650,000—but he emphasizes how proper planning plays a major role in achieving this figure. “We focus on training the staff in guest service essentials including spa etiquette

and proper verbiage, so they are able to execute flawlessly on the day of the event,” Stringert says. “Our spa & salon group experience manager is responsible for setting the staff up for success by sharing all of the group details and making sure that the team anticipates all attendees’ needs.”

Coordination at BJ Grand Spa & Salon is the responsibility of senior receptionists, who have extensive knowledge of day-to-day scheduling and business to begin with. “We make sure they have all the information needed to speak with a guest, organize the services they are requesting, and can book all their guests to create a smooth and relaxing experience,” she says. “We also have them go over everything with someone on our management team so

“Girls Night Out is a small part of our business but a huge part of our new client acquisition strategy. We have longterm clients that bring in their friends and those guests continue to come back for future appointments.”

— JESSICA PICKARD • Promotions and Events Coordinator BJ Grand Salon & Spa • Springfield, Illinois

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that plans are double-checked and without errors.” Pickard has also written an entirely separate protocol on booking, organizing and preparing events in order to properly prepare staff.

All the same, the complex nature of these events can be difficult to handle.

“Some events provide learning experiences despite our long-term success hosting them, and conducting postmortems after each event provides

insights that can be incorporated into future events,” Tamba says. “However, the foundation for continued event successes is predicated on staff involvement that clearly identifies events’ requirements, needs, objectives and goals that must be met, as well to clarify the expectations of all staff involved.” Meeting these expectations is the first step in throwing a successful party.

BEST TIPS FOR PLANNING A SPA PARTY

“Every guest has one universal demand—to have an amazing spa experience,” Stringert says. “You don’t always have to reinvent what you have in place to make this happen. Listen to the guest’s needs and craft a thoughtful response. Add small personalized touches to the guest experience where you can, and if you cannot accommodate a request, make sure to offer an appropriate alternative.” n

At the 2015 ISPA Conference & Expo, Professional Development Session (PDS) speaker and Mountain Waters Spa and Wellness owner, Marni Beninger, tackled “The Art of Event Planning for Spas.” Here, she offers five planning tips:

1.

Purpose of the Party. This is the number one thing to take into consideration when you are first planning your spa party. Determine whether the purpose of the party is for guest appreciation, to introduce a new product, service or staff, to raise funds for the community, to have a grand opening, or anything similar. This will determine the budget, design and atmosphere of the entire event.

2.

Time and Date. Picking the correct time and date will ensure the success of any spa party. Every spa is different, but the failsafe time to pick is that of your busiest time and day of the week as this has already been proven to be a time available for your guests. The other great way to pick a time or date is to pick a similar time and day of another successful event in the past with similar target demographics.

3.

VIP Invites. You can either have an exclusive VIP event or you can start with your VIP Guests and also invite others. Be sure to include your target market top guests.

Invite them with a personal phone call and, when possible, send a mailed invitation with a hand addressed. These are the people spending the most amount of money in your spa, and whenever you can encourage them to try something new, it is a great benefit to you.

4.

Cost or Free. Determine the purpose of your event. If it is an event that you need exact numbers for, or there is limited space available, by charging for the event, you will ensure guests are committed to coming. If you are having a free event for anyone in attendance, be sure to account for larger numbers so you can accommodate.

5.

Promotions. One of the easiest ways to draw people into a spa party is to have great promotions. There are a variety of different promotions that work well in spas; however, the most popular seems to be a Buy One, Get One (BOGO) or Buy 3, Get 1 Free promotion. You may also offer a grand prize for booking an appointment at the event, if this is your desired result.

WANT MORE expert insights on event planning? Click here to purchase the PDS Audio Recordings and access expert insights, including Marni’s full session.

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SUCCESSstories

Inspiring Tales of Startups, Growth and Overcoming Hardships

Seeing an Opportunity in Change MICHELE & JEFF KOHL

Spa & Club Ideations LLC • Las Vegas, Nevada

pa & Club Ideations, LLC was founded in 2001 by husband-and-wife team Jeff and Michele Kohl out of a passion to deliver wellness solutions across the corporate and private sectors. Building a successful business requires the ability to see when an industry is changing and understanding how to take advantage of that change. They recall a mentor asking them if they were willing to go out and play in traffic—they both replied with a resounding yes—so they formed their company.

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Early Roots Jeff and Michele’s passion for the industry goes back to the early 1980’s were they were founders of Firm Fitness, Inc., a business that brought fitness and wellness services into private homes and businesses. It was not just a personal fitness training business—Michele hired massage therapists and athletic trainers, bringing spa-style fitness and wellness to many private clients, plus a handful of high-profile businesses, including Walt Disney World Resorts, Isleworth Country Club and NFL Quarterback Challenge. Firm Fitness, Inc. was among the first to bring this now widely available concept to the market.

From those early days of providing fitness and wellnessspecific services, the company has evolved to deliver cutting-edge solutions to spa clients across a broad range of services. From marketing and strategy planning, staffing wage analysis and new facility construction to spa menu and product line development, the company delivers solutions with a “customer first” mentality.

Building Connections with Clients One of the many defining moments for the business is the couple’s close association with Walt Disney World in Florida over the last two decades. In fact, Jeff was invited to become a founding “cast member” of the Disney Institute, the entertainment giant’s first foray into the world of spa and wellness.

Its success led Jeff to play a significant role in the first Disney cruise ships—where the team truly developed the values that still drive their company today.

The Kohl’s relationship with Mayo Clinic, which started in 2013, has solidified their reputation as a serious, dedicated and

results-driven development partner. Over the past two years, the team has had the pleasure of opening the first-of-its-kind spa facility with Mayo Clinic. As part of Mayo Clinic’s Healthy Living Program, it marks the first time a top U.S. health-care provider entered into the spa business.

The relationship with Mayo Clinic has also led Michele to publish a white paper. Entitled “Spa Cleanliness – Multiple Steps,” it is based on her 10-month experience of opening Mayo Clinic’s spa.

Keys to Success As business partners, the couple learned the importance of playing up each other’s strengths. Jeff is the big-thinker and progressive project-mover, while Michele is more focused on the detail and project programming and processes.

Together, their greatest strength is having a business model that they firmly believe in and a passion for the development of the industry. Both have frequently mentored young business owners. Michele, in particular, finds gratification in looking into the future of their clients’ businesses, both large and small. The couple finds it most rewarding to bring new projects and products to their partners, to connect with businesses and individuals, and proactively connect these same businesses and individuals to others. ■ NOTE: One of ISPA’s most active veteran members, Jeff is a former three-term chairman and treasurer of ISPA and a multiple-term chairman of the ISPA Foundation.

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THE

of AROMATHERAPY

BY MAE MAÑACAPJOHNSON

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Understanding the Healing Power of Scent

Aromatherapy is a major component in the spa experience, which is why spas should not undermine the value of essential oils as healing agents. “Although the term ‘aromatherapy’ was not coined until about 100 years ago, it has deep roots in history dating back to plant-based therapy and the use of essential oils for incense, medicine and perfumery thousands of years ago,” says Michael Fensterstock, founder of Aromaflage based in New York.

The art of aromatherapy has lately seen a renaissance, thanks in part to the spa industry which has helped raised awareness and interest in healing scents and essential oils. “I think there was a huge explosion in interest in aromatherapy and its potential curative power about 15 years ago. This seemed to be followed by a decline in interest as the word ‘aromatherapy’ was used and abused in marketing spins, leading to misunderstanding and a degree of cynicism in the minds of consumers,” says Nick James, founder and CEO of Body Bliss located in Sedona, Arizona.

James further noted that over the past six or seven years, a more sustained and grounded interest in the use of essential oils has developed, in tandem with peoples’ growing concern with personal care choices that are healthy and sustainable, both for themselves and for the planet. “It is our concern at Body Bliss to encourage this interest and to build upon it so that people can begin to discern what constitutes genuine,

therapeutic aromatherapy, and can appreciate that aromatherapy can have a marked impact on their well-being.”

In our final Pulse interview with the late Geraldine Howard, president of Aromatherapy Associates located in Frisco, Texas, she said that, when it comes to building interest, education is key. Howard observed that in certain consumer sector, there is a far greater understanding and appreciation of the impact of using aromatherapy products and people are looking more and more for solutions to help them get through their stressful lives.

Howard said her team work really hard to educate people on the benefits of using therapeutic-grade blends and ways to incorporate them into their busy lives. She had noticed a huge impact in this area.

Sourcing Oils Because not all essential oils are sourced the same way, it’s important to find out how resource partners select and source their oils as well as develop their unique aromatherapy blends. “Kneipp tests all raw ingredients before we use them in product formulations to ensure that they are what they claim to

Honoring the Life and Legacy of Geraldine Howard EDITOR'S NOTE: The passing of Geraldine Howard is a sad moment in the spa industry. In my final interview with this inspiring woman who helped shape the spa industry through her vision, leadership and strength of character, we honor her memory through her final words in this fitting feature. She will be deeply missed, but her legacy lives on. Thank you Geraldine for being a bright light!

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MICHAEL FENSTERSTOCK • Founder Aromaflage • New York, New York

“Aromaflage is hand-mixed by a group of women from Southeast Asia called Thai Yai—a subset of the Shan culture.” be. This makes Kneipp unique but we have been completely devoted to plant ingredients for more than 120 years. Our research facility tests each plant for mutations, other matter that makes its way into the plant via air and water pollution, etc. The plant must meet a standard to be used in formulation,” says Mary Leber, CEO of Kneipp in New York.

James, on the other hand, looks for small-scale artisanal growers and distillers, wherever possible. “When we started the company, we noticed a pattern emerged—the best oils almost always seemed to come from small farms. As

“Our research facility tests each plant for mutations, other matter that makes its way into the plant via air and water pollution.”

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time went on, we realized that this is no accident. Artisanal distillers are more invested in the well-being of the land they work on and also take a more considered approach to the process of extracting the oils from the plant material.”

Aromaflage is also conscious not only in sourcing essential oils regulated by the U.S. Environmental Protection Agency as natural insect repelling oils, but also how it develops its blend. “Aromaflage is handmixed by a group of women from Southeast Asia called Thai Yai—a subset of the Shan culture. These Thai Yai women are ethnic minorities who have no country and most of them live along the

Thai Burma border, in the jungle, and are treated inhumanely,” says Fensterstock.

This partnership began when, while on a trip in Southeast Asia, Fensterstock discovered a local aromatherapy blend and was so impressed by it that he decided to find out the people behind the product.

This led him to his Southeast Asian partner who is committed to uplifting the lives of ethnic minority women.

“Our partner in Southeast Asia has set up a safe village in the hills where these

MARY LEBER • CEO Kneipp • Kingston, New York

(CONTINUED ON PAGE 52)

AT A GLANCE

“It is of utmost importance for spa owners to request that their suppliers have oils that are GC/MS tested.

So many companies make claims that their oils are pure and therapeutic, when they don’t have this testing done. It is literally impossible for a company to validate the quality of their oils without this test.

It is also important to use essential oils in organic carrier oils and lotions, since the carrier oils are usually 95 to 99 percent of an aromatherapy product that is applied to the skin.

Pure essential oils are extremely potent and should always be diluted prior to application. Each spa should consider their unique clientele to select which essential oil products to carry, as there are many selections.

Providing a variety of choices that reflect your customers’ needs will put you in their graces.” l l l

CARY CASTER CEO, 21 Drops Delray Beach, Florida

Aromatherapy Brands

“When considering any aromatherapy product or process, first ensure the client finds the aroma to be pleasing.

Humans have some 5 million scent glands and you don’t want to offend any of them!

Second, ensure that the product is pure. Purity is important and petrochemical diluents are absolutely forbidden.”

“We recommend using natural fragrance to add to the ambiance of the client’s spa. In keeping with a holistic approach, we believe that an indepth consultation to discover the needs of the spa-goer on the day is essential. At Petalwell, we have developed the perfect solution for adding a layer of therapeutic fragrance throughout the treatment room.”

“Our focus and partnership with the spas are based on brand-building for both the spa and SERENE HOUSE. Our assortment of aromatherapy products and scents includes unique blends that cover many of the single note products; however, we’ve expanded with single note scents for a broader offering. Our focus is to partner with the spa owner and to help educate them on our wide range of products and how we can help them best serve their specific space and clientele while supporting and enhancing their brand image.”

“VOYA is renowned for using seaweed and seaweed extract throughout all of its products and treatment ranges. VOYA’s choice of ingredients enhances the powerful seaweed extracts by blending them with aromatherapy oils, which functions to heighten their detoxifying and relaxing benefits. It’s all about finding out what the client wants for their business to see how your products will fit into their spa structure, in a bespoke and personalized manner.

l l l

l l l

l l l

l l l

ERIC SNYDER Technical Director, EuroSpa Aromatics Long Beach, California

JACQUELINE OGLESBY Director of Operations, Petalwell Carlow, Ireland

MICHAEL JEANSSON Vice President, Sales SERENE HOUSE Sturdevant, Wisconsin

EMMA ROBERTS Head of Sales, VOYA Products Ltd Co. Sligo, Ireland

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THE ART OF AROMATHERAPY (CONTINUED FROM PAGE 50)

women can work in a healthy working environment. Additionally, our partner is also in the process of trying to help these women’s family members get legalization papers so that the families can be together,” he says.

Integrating Aromatherapy When selecting the right aromatherapy product to add into one’s retail collection or use during treatments, Howard advised to make sure that it passes the “smell test.”

She explained that before performing any of Aromatherapy Associates' treatments, the therapist will conduct a "smell test" to select which blend is most appropriate to use, so they can be sure guests are really getting what they need for that day. Aromatherapy Associates has an extensive range of blends designed to cover a huge variety of concerns, such as stress, sleep, energy levels, emotional challenges, skin conditions and even digestive issues, so there is no need to custom-blend for

every individual client. Howard said she believed relaxation and stress cannot be covered with one essential oil alone and advised spas to have a selection to fit the need of the individual client.

Similar to Aromatherapy Associates that do not offer custom-blending options, Kneipp formulates its products to offer guests’ desired effects.

“We train all accounts on the plant ingredients that we use in Kneipp formulations. Kneipp has on-staff chemists, naturopathic doctors, herbologists and

AROMATHERAPY TRENDS TREND: Healthy Living “Recently, aromatherapy has been moving in bold new directions and playing a greater role in the treatment of mood enhancement, sleep therapy, pain therapy, massage and cognitive function,” Fensterstock says. Consumers are increasingly demanding products that can help them relax, sleep better and de-stress during or after a busy day, and aromatherapy is the perfect fit for the industry as it trends toward holistic fixes.

TREND: Artisanal and Organic Oils “As people become increasingly informed, the demand for organic certified and artisanal oils is on the increase. People generally love to feel connected to the source and story behind the products they use, and with aromatherapy, this ties directly into the land and the way we treat the planet. Knowing that an essential oil has been produced without the use of chemicals and artificial fertilizers is an important aspect for consumers, and the pay back is that with just a little extra investment on their part, they can expect much better therapeutic results,” says James.

Leber agrees, adding that consumers want to know the story behind the product. “Consumers want to know what the ingredients are—in plain English. They want to know where they come from and how they are harvested,” Leber says.

TREND: Home Stress Reduction “One of the uses of aromatherapy is to strengthen the self-healing processes by preventative methods and indirect stimulation of the immune system in order to have a positive effect on the spiritual and overall medicinal well-being,” Fensterstock says.

In addition, Howard said consumers are demanding products that can help them relax, sleep better and de-stress after, or throughout, a busy day. Sleep and stress in particular are huge concerns for many.

TREND: Customization Spa consumers are increasingly demanding a greater degree of customization in aromatherapy. “Scent has a significant impact on memory, emotion and body, and marketers understand the validity behind wild harvesting the most effective botanicals for use in aromatherapy,” Fensterstock says.

Trend: Aromatherapy Tech Consumers are constantly looking for new ways to use aromatherapy blends and new gadgets to facilitate healing. Ultrasonic essential oil-diffusers are a particularly big hit according to James, due to their quiet, heat-free and elegant designs. “This revolution has brought aromatherapy into fresh perspective for many consumers,” he says.

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“When we started the company, we noticed a pattern emerged—the best oils almost always seemed to come from small farms.”

pharmacists—in addition to using university and hospital research for testing the efficacy of each product,” says Leber.

James, on the other hand, recommends finding a resource partner willing to understand the wellness outcomes a spa wants to focus on and build an aromatherapy program based on it. “It is always good to have a clearly defined concept or benefit to be able to offer guests, and to be able to offer retail components that can help the guests extend the benefits of their spa visit once they get home,” he suggests.

“Scent and aromatherapy are so evocative, and we are able to help spas develop whole lines of custom-created blends that will tell the story of, or capture the essence of, their particular property. This may be based on botanical, cultural, geographical or historical themes—whatever the case,

guests love to associate a scent with a story.”

NICK JAMES • Founder/CEO Body Bliss • Sedona, Arizona

Train to Connect Training is another important component when integrating aromatherapy into spas. “We personally like to visit our partners and train them on our philosophy of wellbeing and our dedication to using non toxic and insect-repellent ingredients for their guests to use to feel well and enjoy the outdoors,” Fensterstock says.

It’s equally important that therapists are trained properly and understand the historical background and powerful benefits of each ingredient used in order to help them appreciate the power of essential oils. “We aim to establish a connection between therapists who are using the oils, and the places where the oils are framed and distilled. Then we

ignite the passion therapists have for aromatherapy by raising their awareness of the healing potential in the oils.”

To help them do this, Body Bliss offers an app that allows both consumers and spa therapists to learn more about essential oil blends.

“Because custom-blending can require an incredibly deep knowledge, combined with many hours of practical experience, we developed the Intentional Aromatherapy app,” James says. “The app has the flexibility to allow you to create blends that address issues at the level of body, mind and emotion, as well as a guide for free blending, custom blending for gift-giving and creating blends that match your numerology.” n

“We work really hard to educate people on the benefits of using therapeutic-grade blends and how to incorporate them into their busy lives.”

— GERALDINE HOWARD • President • Aromatherapy Associates • Frisco, Texas

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GREEN

Business Heeding the Call of Mother Nature

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On April 22, the world celebrates Earth Day. The annual event helps to raise environmental awareness and mobilize means to encourage the protection of Mother

BY MAE MAÑACAPNature. Such celebration couldn’t be JOHNSON any more but timely as the world faces the most daunting threat of climate change.

In fact, a report by Pew Research Center states that a global median of 54 percent of respondents surveyed in 40 countries around the world are “very concerned” about climate change (read more about this study in Pulse Points, page 14).

nvironmental awareness and protection resonate deep within the spa industry.

“Isn’t it ultimately the objective of every business to provide a product or service that improves the well-being of their customer in some form? If we provide that well-being, how can we ignore the impact the delivery of that product or service has on the environment?

Without a planet that is well, we cannot be truly well,” says Szilvia Hickman, senior vice president of Szep Elet, exclusive distributor of ilike organic skin care.

The Indiana-based company takes this mission to heart.

“We are developing businesses that create products that help people reduce their impact on the environment while at the same time improving their own personal well-being,” she says.

Blake and Carmen Gendebien, founders of A Wholesome Glow located in Canton, New York, share similar views. “We believe a healthy lifestyle means more than a few moments per day of environmental awareness. As farmers and spa owners, we have a responsibility to be advocates for wellness, which means healthy people and a healthy planet. All businesses play an important role in educating others of how they can optimize

their own mindfulness to be stewards of sustainability in their own communities. This inspires people to take important action and leads to better choices and a better world for future generations,” says Carmen Gendebien.

Good Business Sense For many businesses, protecting the environment is not only a moral responsibility, but also makes good business sense. “For us, caring for our planet and its inhabitants is a defining cornerstone of our company. How ironic would it be that a company relying so heavily on the goodness of Mother Nature would conduct its affairs in a manner that are detrimental to our source of raw material? One could argue that our desire to protect the environment is for self-serving reasons, as without the bountiful of natural ingredients, we wouldn’t have the raw material to make our products,” says Blue Beautifly CEO Vida Karamooz.

Shelley Lotz, author of Green Spas and Salons: How to Make Your Business Truly Sustainable and founder of Vios Spa Group, states that promoting green initiatives is a necessity in today’s market, primarily because consumers demand it. “From using organic products with sustainable packaging to assessing

“Isn’t it ultimately the objective of every business to provide a product or service that improves the wellbeing of their customer in some form? If we provide that well-being, how can we ignore the impact the delivery of that product or service has on the environment? Without a planet that is well, we cannot be truly well.”

SZILVIA HICKMAN Senior Vice President • Szep Elet, exclusive distributor of ilike organic skin care • Indianapolis, Indiana

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CARMEN GENDEBIEN Co-Founder • A Wholesome Glow • Canton, New York

“On the farm, our sustainable efforts help us conserve and protect our soil structure and reduce soil erosion.” indoor air quality, spa wellness extends to everyday business choices. Choosing responsible vendors who have natural and organic products and supplies is an easy way to green up a spa,” she says.

She warns, however, on the dangers of greenwashing, a common marketing practice employed by some businesses to deceive consumers on environmental claims. “Of course, being sustainable addresses more than just products. Avoid the greenwashing bandwagon by being transparent and educated about your business choices. Are you really green or just starting on the path? Be prepared to answer questions from clients on your green measures,” she says.

Gendebien, on her part, says their green efforts have helped to enhance the quality of their businesses. “On the farm, our sustainable efforts help us conserve and protect our soil structure and reduce soil erosion. We are also able to reduce fertilizer costs and save significantly on our water usage. At the spa, these benefits are evidenced in our treatments, materials, utility expenses and the quality of the services we provide,” she says.

Eco-Friendly Initiatives A Wholesome Glow is well aware of consumers’ growing demand for sustainable practices and clean products, which is why it operates its farm with philosophical,

SHELLEY LOTZ Consultant and Author • Green Spas and Salons: How to Make Your Business Truly Sustainable • Ashland, Oregon

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ecological and environmental consciousness. “All of the milk produced on our farm, is cooled with naturally cold water on its way to the tank. This is also the water supply for over 400 of our dairy cows. Nothing leaves our farm except our milk and A Wholesome Glow products. All water, animal food and wastes are reused and recycled back into the farm. Our animals are a part of a healthy ecology and we must provide them with a healthy environment to thrive in, every day,” Gendebien says.

Blue Beautifly categorizes its eco-friendly initiatives in three buckets: procurement, plant operations and post-consumer. In procurement, the company ensures that all ingredients are sourced from organic farms. “With an eco-friendly mindset, we are keenly concerned about the air and water pollution caused by chemical fertilizers and pesticides due to oversprays and run off. In addition, the dramatic decrease in bee population is largely attributed to conventional farming. Therefore, by purchasing USDA Certified Organic ingredients, we are certain that none of our products contribute to environmental degra-

dation as a result of conventional farming,” Karamooz says.

In terms of operations, the company’s goal is to attain 100 percent renewable energy for its facility. To further minimize its carbon footprint, the company uses 100 percent postconsumer paper, printed with soy ink, and fully biodegradable ingredients. “Among the most harmful things to the environment is disposing complex compounds into the waste water that are hard to remove or take years, decades, or centuries to decompose. For example, many municipalities have begun to detect traces of prescription drugs in their water supplies recently. Another recent example is passage of the Microbead-Free Waters Act that is intended to eradicate the use of synthetic plastic microbeads in personal cleansing products

by January 2018,” she says.

Hickman, on the other hand, says Szep Elet’s green initiative is evident in its products. In fact, ilike Organic Skin Care’s Carotene Essentials Moisturizer was recognized by the 7th Annual Beauty with a Conscience Awards for purity of its ingredients. “Besides implementing earth-friendly practices in our office and business practices, we continue to develop and

provide products that have a real impact on both personal and planetary well-being,” she says.

Strengthening Initiatives Implementing environmental best practices require commitment and dedication, especially since challenges are bound to arise in the process. “To us, the biggest challenge is finding suppliers who adhere to our strict eco-friendly standards. Therefore, we spend significant time vetting our supplier’s credentials and certifications to ensure that their social and environmental standards have been validated by trusted third party entities,” Karamooz says.

Hickman, on the other hand, believes that in order to have a successful green initiative, one must focus on educating guests and staff members in order to help them change habits.

“People are creatures of habit—both in what they do and what they believe they know. Eco-focused initiatives, whether in the form of how we go about our daily lives or introducing products that challenge commonly held beliefs, requires that we first change our habits that are usually driven by short-term

VIDA KARAMOOZ, PH. D. CEO • Blue Beautifly • Oakland, California

“With an ecofriendly mindset, we are keenly concerned about the air and water pollution caused by chemical fertilizers and pesticides due to oversprays and run off.”

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“Start by assessing your current practices and then decide what your staff and your clients care about the most or what would make the most difference.” rewards, question what we “know,” reeducate ourselves and spread the word to others through a new deeply held belief,” Hickman says, adding that it is a process that takes time, dedication and a focus on simplicity.

Gendebien, on her part, says the most challenging part usually takes place during the launch of new ideas or products in the market. “There is always a learning curve. Working together is the best way we have learned to understand these new concepts and communicate as a team to support new changes,” she says.

Teamwork is critical, so is customer support. “Ask your customers and your staff for eco-friendly ideas. They generally have the most innovative and practical ideas. By doing so, you will also enlist their support and active participation to ensure success of the initiative. Because no matter how good your idea may be, it won’t succeed without their enthusiastic support,” says Karamooz.

Apart from community support, Gendebien says it’s important to review utility costs, water usage and waste management. “By making upgrades to energy efficient equipment, lighting and water systems, you can reduce your

Marketing Your Sustainability Message It’s often challenging to get the word out about your green practices to ensure that your staff and community associate your brand with your green mission. To help tell your sustainability story, Lotz recommends doing the following:

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footprint as well as annual costs,” she says. “Plan ahead. Make small changes every year to keep increasing your sustainability.

This will add value year over year to your bottom line and enhance your business, culture and personal satisfaction along the way.”

Lotz, a board member of the Green Spa Network, recommends taking measures like changing the treatment menu to reduce resource use, replacing bottled water with water stations and glasses and conducting an energy audit. “Start by assessing your current practices and then decide what your staff and your clients care about the most or what would make the most difference. What are you most passionate about?

Focus on what energizes you and let that guide you on your path to creating positive changes for your company, clients, and the people you work with,” she says. n

WANT TO read more tips on how to implement meaningful sustainability practices? Click here to read more insights

by Lotz.

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Feature your sustainability on your website and on social media outlets. Change up the messages and be consistent with regular posts.

Use collateral throughout the facility on your green initiatives. You can highlight different efforts throughout the seasons if you live in a place that enjoys the four seasons: For example, water in the summer; energy use during wintertime.

Supporting eco-organizations through partnerships or donations makes clients and staff members feel good about your company’s efforts. Don’t underestimate team-building efforts and the connection between people working together on something they are passionate about.

Sustainability campaigns add interest and excitement to business as usual and support staff engagement and public relations.

BEAUTY FINDS for the Modern Woman The modern woman has become more discriminating when it comes to beauty and skin care. More savvy than their grandmothers when it comes to understanding ingredients, seeing the truth past false advertising and demanding to see visible results, today’s female guests know exactly what they want.

In this Special Pulse Advertising Supplement, skin-care brands talk about their “female favorite” products and which new demands from the female market are on the rise.

Farm-to-Bottle Bath and Body

What benefits does this product offer to female spa-goers?

A Wholesome Glow

Our products are 100 percent handcrafted, made on our family

AWHOLESOMEGLOW.COM • 1.315.294.0808

farm. We use the highest quality ingredients to create the ultimate and authentic farm-to-bottle experience for naturally inspired luxury. Our products evoke a true sense of relaxation, nature, nourishment and well-being. They provide a unique, pampering retreat and indulgent reprieve and do double-duty to soothe and use easily, every day. We believe in keeping comfort simple so our products are multi-functional, beautiful and perfect for the whole family.

What are some of the new demands seen from the female market?

Women are leaders in so many ways. Women have become stronger, more independent, self-aware and compassionate about how they live their lives and interact with the world.

There is a fresh appreciation for freedom, substance and having new experiences tied to what we love. In many ways, women are beginning to simplify the demands on themselves and honor the ease of making happier and beautiful new choices.

This is empowering and we at A Wholesome Glow love it!

SPECIAL PULSE ADVERTISING SUPPLEMENT

Organic Regenerating Oil Serum

What benefits does this product offer to female spa-goers?

Blue Beautifly

A number of factors can cause weakening of the skin, resulting in

BLUEBEAUTIFLY.COM • 1.510.900.3877

premature aging, distress and irritation. Women’s delicate skin is particularly susceptible to environmental pollutants, sun damage, prescription drugs, synthetic body-care products and hormonal changes. Rich in nourishing precious oils, high in fatty acids, and live botanical extracts, Organic Regenerating Oil Serum is specifically formulated to strengthen the skin’s natural regenerative process, lipid barrier and protective function.

What are some of the new demands seen from the female market?

For years, women were led to believe that skin-care products containing oils cause breakouts and clogged pores. However, emerging discoveries indicate that oils are the best way to get natural vitamins and antioxidants directly into the skin.

Accordingly, we at Blue Beautifly are seeing an increase in consumers’ demand for our oil serums that are filled with potent precious oils and super-charged with live botanical extracts.

Quinsyberry Botanical Body Oil

What benefits does this product offer to female spa-goers?

FarmHouse Fresh

Parched winter skin will love this vitamin-rich antioxidant

FARMHOUSEFRESHGOODS.COM 1.888.773.9626

body oil. Made with blackcurrant extract and a blend of botanical oils that help rehydrate, refresh and bring radiance back. The light apple blossom scent is so dreamy and uplifting, you may be tempted to sip!

What are some of the new demands seen from the female market?

Proof in performance. So many products on the market present claims that do not meet customers’ expectations.

Consumers want products that live up to their claims.

SPECIAL PULSE ADVERTISING SUPPLEMENT

Optimal Skin ProMoisturizer

What benefits does this product offer to female spa-goers?

ESPA International Ltd. (US)

The Optimal Skin ProMoisturizer contains key ingredients. South

US.ESPASKINCARE.COM 1.786.350.1192

African resurrection plant delivers deep, long-lasting hydration while reviving skin and minimizing the redness and sensitivity caused by dehydration. Sunflower extract and Inca Inchi oil boost and preserve optimal moisture levels by strengthening the skin’s natural moisture barrier. Winged kelp extract provides antioxidant protection and enhances the levels of hyaluronic acid in skin to optimize hydration and boost the production of collagen and elastin.

What are some of the new demands seen from the female market?

Naturally advanced facials are definitely back on the agenda. We’ve seen a sharp rise in the demand for results-driven, highly efficacious and specialized facial treatments. Our clients want to look great for their age, combat the effects of environmental damage on their skin and, ultimately, ensure they remain looking healthy—just without the surgery, injections or chemical skin care. All ESPA facials use our 99 percent (on average) natural skin-care products, alongside expertly applied manual protocols that both instantly and, in the longer-term, physically improve the skin.

Eye Authority

What benefits does this product offer to female spa-goers?

HydroPeptide

This four-dimensional eye cream immediately brightens dark circles

HYDROPEPTIDE.COM 1.800.932.9873

while diminishing the look of expression lines, wrinkles and puffiness. Proceeds from the sale of Eye Authority go toward our See the Difference campaign in which we help to build 12 clean water wells in developing countries in 2016.

What are some of the new demands seen from the female market?

Probiotics in skin care is gaining traction among ingredient-savvy customers. The Eye Authority contains a probiotic preservative system that also helps moisturize the skin.

SPECIAL PULSE ADVERTISING SUPPLEMENT

ASK THE EXPERT

DAVID SHENK

In The Genius in All of Us, author DAVID SHENK debunks long-held notion that geniuses are born and that genetics dictate greatness.

According to Shenk, our DNA does not determine our ability to excel and succeed. In fact, he argues that “our problem isn’t our inadequate genetic assets but our inability, so far, to tap into what we already have.” So if DNA alone does not make us geniuses, the next logical question is: How much of a factor does environment play? Shenk offers some thought-provoking insights.

Pulse: What inspired you to write this book?

David Shenk: In my experience, books find the author. In researching my last book, about the extraordinary history of extraordinary chess players, I stumbled onto the whole new field of “expertise studies.” It amazed me how little was publicly known about this new research. It was a story that had to be told.

P: Based on your research, what do you think is the biggest myth told about our genes?

S: Scientists have been updating their understanding of genetics for a hundred years, but very little of that new understanding has gotten out to the rest of us. The general public is still stuck with the very old notion that genes contain direct blueprint designs for traits—our eye color, height, intelligence, musicality, athleticism, etc. The truth is that genes contain information about how proteins are constructed, and nothing more. How that information turns into the actual construction of traits is a complex process that involves critical input from the environment. The notion of “innate” gifts is a flawed one.

P: Can you cite a few pieces of research that support the epigenetics or gene expression model?

S: My book cites hundreds of pieces of research—in fact, the entire back half of the book is a compendium of citations. Forced to pick a single scientific article, I would choose “Nature, nurture, and the disunity of knowledge,” published in 2001 in the Annals of the New York Academy of Sciences, by Michael Meaney, who 62 PULSE

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is the director, program for the study of genes, behavior and the environment at McGill University. According to Meaney, “there are no genetic factors that can be studied independently of the environment.” He continues to elaborate that “there are no environmental factors that function independently of the genome” and that [a trait] “emerges only from the interaction of gene and environment.” I would also strongly recommend the book Evolution in Four Dimensions, by Eva Jablonka (Tel Aviv University) and Marion J. Lamb (University of London).

P: You mentioned that there is evidence that meditation practitioners’ brain changes shape and form as they meditate. Can you share real research behind this claim?

S: Here is a summary from a 2005 study¹: “Previous research indicates that long-term meditation practice is associated with altered resting electroencephalogram patterns, suggestive of long-lasting changes in brain activity. We hypothesized that meditation practice might also be associated with changes in the brain’s physical structure.

Magnetic resonance imaging was used to assess cortical thickness in 20 participants with extensive insight meditation experience, which involves focused attention to internal experiences. Brain regions associated with attention, interoception and sensory processing were thicker in meditation participants than FOOTNOTE: ¹ Lazar, et al. “Meditation experience is associated with increased cortical thickness.”

Neuroreport. 2005 Nov 28; 16(17): 1893–1897.

matched controls, including the prefrontal cortex and right anterior insula…The thickness of two regions correlated with meditation experience.” These data provide the first structural evidence for experience-dependent cortical plasticity associated with meditation practice.

P: What are some of the factors that contribute to greatness?

S: It starts and ends with perseverance, with the understanding that you have to keep pushing yourself beyond your current capability. In your practice and training, you work over and over to get better at something you can’t quite do, and once you get there, you extend your ambition further, working to get good and something that’s even further out of your reach. You treat failure as an opportunity to build skills you don’t have, as opposed to a flashing message that says, “Sorry, you can’t ever do this.”

P: Can you identify factors that could prevent us from reaching our true genetic potential?

S: Very few of us come close to our theoretical potential in any domain, because doing so involves a lifetime of focus, sacrifice and perseverance. And that’s fine. Living an extreme life dedicated to being the very best is not necessarily a life that it is healthy for most of us to lead. But it’s important to understand that a lot of this has to do with personal choice, not genetic limitation. There

are genetic limitations, of course, but they are far fewer than we typically accept.

P: For leaders who do not tolerate mediocrity, what can they do to identify and tap someone else’s full potential?

S: You start with expecting excellence, setting the bar high. You also encourage risk-taking, and make people comfortable with failure as part of the process. If people are afraid to fail, they’ll never take the necessary risks. So you need to reward ambition and perseverance.

P: Can you give examples of famous individuals who you believe exemplify the idea that geniuses can be made?

S: Let’s start with possibly the most famous example of innate ability: Mozart. If you look closely at his life, very closely (as I do in my book), it’s actually a story about having extraordinary resources, an extraordinary teacher (his father), very early exposure, enormous ambition, and a work ethic that pushed him from doing very ordinary work to extraordinary work over many years’ time. Interestingly, the cellist Yo-Yo Ma’s early childhood resembled Mozart’s in some powerful ways. Another amazing thing to realize is that, using the modern teaching principles of Dr. Shinichi Suzuki, many thousands of very young violinists can now play as well as Mozart did when he was young.

P: For those who have yet to discover their true talents and abilities, what advice can you give to guide them toward the path of genius?

S: With all due respect, it’s not about “discovering” your true talent or hidden abilities. It’s about finding what you most want to be great at, what you want to spend your entire life working at, and then deciding that you are never, ever, ever going to stop trying to become better at that. It’s about choosing a domain, and a lifetime of practice and process, that will be fulfilling to you along the way. And, guess what? It’s also okay to change your mind and go in a different direction, or to decide that you simply don’t want to do what it takes to become truly great.

It’s okay to decide you’re going to not be the greatest tennis player but instead be the greatest friend. n WANT A LIST of scientific research and studies that support the claim of epigenetics?

Click here to access a collection of scientific books and articles, compiled by Shenk.

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ISPA FOUNDATION

Why Participating in the ISPA U.S. Spa Industry Study Survey Matters Each year, ISPA members gain access to valuable new insights from the ISPA U.S. Spa Industry Study, commissioned by the ISPA Foundation and conducted by PwC. How is the survey conducted? What’s new and exciting in the upcoming report? More importantly, what is the benefit of participating in the annual survey? ISPA Foundation Chairman Frank Pitsikalis connects with PwC Global Research Director Colin McIlheney to talk about the firm’s research process and the report’s value to the ISPA community.

Pitsikalis: What makes the ISPA U.S. Spa Industry Study so valuable for ISPA members?

McIlheney: It’s the definitive study of the U.S. spa industry. It provides vital information on key statistics such as revenue and visits while also highlighting crucial trends. Over the past 17 years, it has become a much-valued resource as it contains historic information showing the rise of the industry and the issues that it has faced. In recent years, there has been huge interest in the topic of compensation. This has enabled many spas to benchmark themselves against industry norms.

P: Can you tell us about the process PricewaterhouseCoopers uses to develop ISPA’s industry reports?

M: At PwC, we use a tried-and-tested approach. Each year, the questions are reviewed—are they still interesting and up-to-date? We look at who is in the sample receiving the survey. This year, more than 10,000 spas were identified—some have taken part every year, others are taking part for the first time. In addition, we encourage the known spas to help “snowball” the sample by encouraging spas we may not know of to take part.

We monitor the returns as they come in, sending out reminders and tracking key aspects like type of spa and geography. The final stages are closing the books and analyzing the results. This is followed closely by distilling the key messages for my annual “state of the industry” review on the main stage at the ISPA Conference & Expo.

P: Is there anything new that we can expect from the 2016 ISPA U.S. Spa Industry Study?

M: The big focus for 2016 is compensation. There is a massive appetite for information on pay and also on vacancies across the industry. You can expect to see much more granular information on this vital area. Everyone is also excited to see what spas identify as the “next big thing”.

BY THE NUMBERS

6.7% 70%

Here are some of the numbers from the 2015 ISPA U.S. Spa Industry Study:

Growth in number of spa visits over the course of 2014

Percentage of spas reported increase in demand from September 2014 to March 2015

20,660 Number of spa establishments in the U.S. in 2014

US$88 Average spa revenue per visit

74% 64 PULSE

Percentage of spas that plan to add new treatments in 2015

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Participate in the 2016 survey before March 4th to be part of this year’s findings. All participants will receive a complimentary digital copy of the Executive Summary and exclusive access to compensation data.

FOUNDATION

2016 ISPA FOUNDATION BOARD OF DIRECTORS OFFICERS CHAIRMAN Frank Pitsikalis ResortSuite VICE CHAIRMAN Sharilyn Abbajay Red Door Spas

DIRECTORS Todd Shaw ISPA Vice Chairman Michael Tompkins ISPA Chairman Lynne McNees ISPA President

MEDICAL ADVISOR Brent Bauer, M.D. Mayo Clinic HONORARY BOARD MEMBERS Ruth Stricker The Marsh, A Center for Balance and Fitness Deborah Szekely WELLNESS WARRIOR

The ISPA Foundation wishes to thank the following supporters for their generous contributions: LUMINARY

Ruth Stricker BENEFACTOR

Dr. Howard Murad PATRON

Massage Envy Franchising, LLC Red Door Spas

A Day in the Life!

BY MAE MAÑAC AP-JOHNSON

ROBIN JONES Oncology Certified Massage Therapist Glen Ivy Hot Springs, Corona, California

hen Robin Jones attended Glen Ivy Hot Springs’ three-day oncology massage education program conducted by Greet the Day, a nonprofit organization that trains and educates spa staff on oncological methods and practices, the veteran massage therapist didn’t realize the profound impact the experience would have on her.

On one particular day while working with a difficult oncology patient, she realized how most therapists would not have the confidence to provide such a demanding patient the healing touch she needs. “The thought of that broke my heart. They need the healing touch badly!” she says.

This experience, along with a refreshed knowledge in oncology therapy (Jones had previously trained with Greet the Day prior to attending Glen Ivy Hot Springs’ program in March last year), inspired her to compile case studies based on her personal experiences dealing with her own oncology patients. Her goal, ultimately, is to create a resource and feedback tool so Glen Ivy therapists can share and

W

The life of a spa professional is a continuous cycle of daily responsibilities that help make the spa world go round. Pulse asks ISPA members to give us a sneak peek into their daily lives to help us understand the roles they play and the difference they make on a daily basis.

reference the compiled oncology therapy scenarios and best practices.

“I wanted to create a network of information, where the therapists could write down their experiences,” she says, sharing the inspiration behind her “case study” initiative. Out of the resource, she hoped to find out how her fellow Glen Ivy oncology massage therapists conducted the intake, what they gleaned from the intake and, using the information, how they created the framework for their massage.

“I envisioned a [resource] where feedback, questions and answers take place. Questions like: Why did you ask that? Why didn’t you ask that? What did you base that decision on?” she says. “I thought that if we all shared our experiences, it would help keep the training fresh for everyone, and become a great learning experience for all.”

Jones believes that the case study compilation will be a valuable tool, especially in helping therapists retain knowledge and keep the training fresh.

“It’s easy to learn something new, but the retention of that knowledge is a different story. It takes hands-on experience and repetition in that experience to continue in the learning process and fully grasp the knowledge,” Jones says.

She hopes that, by sharing actual case studies, she can help debunk the myth that massage therapy may cause cancer to

spread in different parts of the body.

“Many therapists still feel that cancer can be spread by massage therapy, and many more feel intimidated by the medical considerations. It is a shame for any client to be turned away from a healing touch.

This is why the oncology training is so valuable,” she says, adding that the key to confidence is having the tools to assess a client and to develop a plan.

While no days are alike, on a typical work day, Jones’ day is often focused on providing guests the healing touch they need: ★ 9 am Meets with the team to discuss updates and to give each other encouragement for the day ahead. “We also give accolades to anyone who has a significant personal accomplishment to share,” she says. ★ 11 am Works with guests. “I love being able to meet my client’s needs; to be able to relieve their pain, or show them a stretch that will help relieve their pain, or give them appropriate referrals such as to good chiropractors or medical specialists.” ★ 2 pm Ensures that appointment times are kept. “Sticking to the 50-minute therapy session is one of the toughest parts of the job. Knowing that I am helping to relive acute pain and stress is so rewarding that I just wish I had more time with each of our guests.” ■ March/April 2016

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ISPA NEWS

MARCH/ APRIL March is... ●

Women’s History Month (U.S.)

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National Nutrition Month (U.S.)

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Hot Tea Month

CALLING ALL SPA STUDENTS!

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ISPA U.S. Spa Industry Study closes

Employee Appreciation Day

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pplications for the 2016 ISPA Foundation Mary Tabacchi Scholarship will be available beginning March 14. If you or someone you know is currently enrolled in a spa management-related bachelor’s or master’s degree program, be sure to visit experienceispa.com/ about/ispa-foundation to learn more about the scholarship and apply for this amazing opportunity.

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International Women’s Day

Daylight Savings begins at 2 am

St. Patrick’s Day

March ISPA Snapshot Survey opens

International Day of Happiness

March ISPA Snapshot Survey closes

April is...

Have You Downloaded Your USFR Digital Copy?

Uniform System of Financial Reporting (USFR) for Spas represents the first successful, organized effort to establish a definitive uniform accounting system for the spa industry. This book provides a recommended standardized financial reporting system that will allow spa professionals to measure, compare and report on the financial health of their business. All ISPA members receive complimentary digital access to the USFR. Download your complimentary copy or learn more about this great resource at experienceispa.com/resources/education-resources.

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Stress Awareness Month (U.S.)

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Occupational Therapy Month (U.S.)

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Autism Awareness Month

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Volunteer Month

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National Walk to Work Day

World Health Day

April ISPA Snapshot Survey opens

April ISPA Snapshot Survey closes

Administrative Professionals Day

2016 Conference ISPA & Expo Sept. 13 – 15 Tuesday – Thursday

THE VENETIAN, LAS VEGAS, NEVADA

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M

onthly Snapshot Surveys provide ISPA members a valuable look into the state of the spa industry and its key trends as well as help to identify the needs of spa professionals.

Snapshot Surveys are conducted on the third Friday of each month, with full results

provided only to respondents two weeks from the release date of the survey. Knowledge is a valuable tool and these quick surveys provide a wealth of information shared by ISPA’s members. The December Snapshot Survey provides a “year in review” at a glance.

Social media still holds a great amount of importance for ISPA members, as it was reported that 70 percent of spas increased their Instagram usage, followed by 63 percent of spas increasing their time spent on Facebook.

Eighty-five percent of all spas reported adding at least one new brand to their retail offerings in 2015.

When discussing changes made to their spas, 22 percent of spa respondents renovated. No spas reported reducing the size of their spa and only two percent of all spas expanded.

Several questions asked both spa and resource partner members to identify their “favorite” of 2015 in various categories. Apple devices ruled the technology category, with mentions of iPhones, iPads and the Apple Watch appearing very frequently. When looking at favorite holiday gifts for employees, the most common answers included bonuses (both through cash and gift cards), charitable donations, homemade treats and spa products.

STAY-IN-THE-KNOW about trends and hot topics in the spa industry by completing the monthly ISPA Snapshot Survey. With your participation, you’ll receive the full report filled with insights from your spa industry peers. Keep an eye on your inbox for next month’s survey.

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1. The redesigned and re-formulated [ comfort zone ] North America Renight Cream acts as a deep

2

PRODUCT SPOTLIGHT

antioxidant, enhancing the star ingredient Goji Berry, a superfood rich in vitamin A and B, for a replenishing and nourishing action. COMFORTZONE.IT | 1.212. 924.2454 2. DreamTime Inc.’s Shoulder Wraps are thoughtfully created with an herbal fill of cinnamon, clove and eucalyptus. It is packaged in a generous size and comes with a luxurious fabric to blanket guests in a healing experience of sweet comfort.

DREAMTIMEINC.COM | 1.831.464.6702

1

3. SpaRitual’s Close Your Eyes Organic Sugar Scrub

is formulated with certified organic sunflower and safflower oils to deeply hydrate and condition hands, feet and body, leaving skin smooth with a youthful glow.

SPARITUAL.COM | 1.818.988.2228

4. Proven to reduce the visible signs of aging in the eye area, True Results’ EYE SERUM Retinol Active .25%

decreases fine lines, wrinkles and crow’s feet while increasing skin firmness and elasticity. Gentle yet powerful, it instantly improves skin hydration while smoothing texture and tone.

4

TRUERESULTSSKINCARE.COM | 1.800.445.6457

3 5

GOOD IDEAS 6

Keeping your spa and retail collection fresh is always a good idea. Here are more reasons to think “product refresh.”

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5. Sparkle Collagen Dietary Supplement is packed with the goodness of VERISOL Collagen Peptides, vitamin C and hyaluronic acid to boost the skin’s collagen levels, leading to a reduction in fine lines and wrinkles as well as improved skin elasticity.

SPARKLECOLLAGEN.COM | 1.844.894.3487

6. Footnanny, Inc.’s Foot Treatment Set includes

Foot Salts (parsley, sage, rosemary, thyme and lemon scented), Footnanny Eucalyptus Foot Cream and Treatment Socks. FOOTNANNY.COM | 1.800.505.2118 7. The abundance of Blue Beautifly Organic Regenerating Oil Serum’s exquisite precious oils, such as

sea buckthorn berry, pomegranate, tamanu, black seed, argan, jojoba, camellia seed and coconut, helps to restore the skin’s youthful glow, increase collagen production, and combat age spots and wrinkles.

BLUEBEAUTIFLY.COM | 1.510.900.3877

8. Launching in early March, CellSurge Intensif by CelleClé is an exquisitely powerful concentrate that

combines clinically proven plant stem cells with nextgeneration antioxidants to activate the youthful action of skin-replenishing cells, detoxifying and protecting them from age-inducing pollutants and free radicals.

CELLECLESKINCARE.COM | 1.888.731.2525

9. jane iredale’s BeautyPrep trio of high-performance skin care is the first specifically designed to optimize the wear and longevity of mineral makeup. Each prepares, protects and pumps skin full of hydration so makeup goes on smoother and lasts longer.

JANEIREDALE.COM | 1.800.762.1132

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10. The Keratin Complex Express Blow Out is a unique, in-salon hair smoothing treatment for all hair types that reduces frizz and curl in just one hour. Its innovative delivery system penetrates hair with keratin, resulting in smoother, more manageable hair without the wait. Express Blow Out is also perfect for spot treatments or quick smoothing touchups.

KERATINCOMPLEX.COM | 1.561.206.6050

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ISPA STAFF VISION

To be the leader in

promoting and enhancing the well-being of the spa industry and the people it serves.

MISSION

ISPA advances

the spa industry by providing invaluable educational and networking opportunities, promoting the value of the spa experience and speaking as the authoritative voice to foster professionalism and growth.

Proudly serving ISPA and the ISPA Foundation

Lynne McNees • President lynne.mcnees@ispastaff.com 1.859.226.4260

Mae Mañacap-Johnson • Editor mae.manacap-johnson@ispastaff.com 1.859.425.5062

Crystal Ducker • Vice President of Research & Communications crystal.ducker@ispastaff.com 1.859.226.4427

Allison Martin • Membership Account Executive allison.martin@ispastaff.com 1.859.226.4334

Megan Browning • Marketing Manager megan.browning@ispastaff.com 1.859.219.3549 Jennifer Duckworth • Senior Director of Events jennifer.duckworth@ispastaff.com 1.859.226.4254 Tara Finn • Sales Manager tara.finn@ispastaff.com 1.859.226.4372 Allie Hembree • Public Relations Manager allie.hembree@ispastaff.com 1.859.425.5072 Briana Lee • Project Manager briana.lee@ispastaff.com 1.859.219.3527

SEPT.13 -15, 2016

Tara Salah Eldin • Project Coordinator tara.salaheldin@ispastaff.com 1.859.219.3615 Elizabeth Pulliam • Membership Experience Specialist Elizabeth.pulliam@ispastaff.com 1.859.219.3512 Autumn Phelps • Tradeshow Manager Autumn.phelps@ispastaff.com 1.859.226.4207 Amber Phillips • Events Manager amber.phillips@ispastaff.com 1.859.226.4420 Ashley Roberts • Project Coordinator ashley.roberts@ispastaff.com 1.859.219.3621 Samantha Smith • Project Manager samantha.smith@ispastaff.com 1.859.219.3619

(TUESDAY THRU THURSDAY)

THE VENETIAN, LAS VEGAS, NEVADA

2016 ISPA CONFERENCE & EXPO March/April 2016

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AD INDEX 5

Biotone Professional Massage and Spa Products 1.800.445.6457 biotone.com

IBC

Blue Beautifly 1.510.900.3877 bluebeautifly.com

20, 21

[ comfort zone ] north america 1.212.924.2454 comfortzone.it

IFC, 1

Éminence Organic Skin Care 1.888.747.6342 eminenceorganics.com

ISPA would like to thank the following Pulse advertisers for their support of the association: 7

BC

jane iredale – THE SKIN CARE MAKEUP 1.800.762.1132 janeiredale.com

23

HydraFacial MD – Edge Systems LLC 1.800.603.4996 skinhealthforlife.com

Nelly De Vuyst 1.800.263.8888 derme.ca

13

HydroPeptide 1.800.932.9873 hydropeptide.com

Phytomer Group Brands 1.801.284.8200 phytomerusa.com

3

ResortSuite 1.866.477.8483 resortsuite.com

ESPA International 1.888.705.0102 us.espaskincare.com

INSERT FarmHouse Fresh 1.888.773.9626 farmhousefreshgoods.com 8, 9

11

Bold indicates year-round Pulse advertisers and 2016 ISPA Conference & Expo sponsors.

ISPA Welcomes New Members to the ISPA Community RESOURCE PARTNER Olivina A Wholesome Glow Sans Skincare Contours Rx, LLC Delos Living, LLC Talavera EKWA Marketing Life Elements Chesapeake Bay Candle Paddywax mybody skincare Kyricos & Associates Soleil Toujours, LLC El Dorado Golf and Beach Club SPA CElements Spa at the Hilton Palm Springs Sanctuary Day Spa Cottage Breeze Day Spa & Boutique On The Side Day Spa Spa & Salon at River Valley Club Indulgence Massage & Bodywork

Beach House Day Spa Shibui Spa at The Greenwich Hotel Luna Mesa Day Spa Inc. Shoji Spa & Lodge Green Lotus Spa & Retreat Woodhouse Day Spa – Carmel SPA UNDER DEVELOPMENT Blue Butterfly Spa and Salon CORPORATE SPA HEADQUARTERS Wyndham Worldwide Seva EDUCATOR Loreli Hand STUDENT Heidi Sherwood Paulina S. Chavez-Hemaidan Wallapa Carlson Ashley Henson

EDITOR’s NOTE: This includes new members from December 15, 2015 – February 2, 2016. You can access the online membership directory at experienceispa.com.

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SOCIAL CONNECTIONS

Like a true community, let's make meaningful connections. Aimed at helping ISPA members discover each other, share one another's passions and inspirations, and hopefully kick-start warm introductions among peers, this section called Social Connections is all about building bridges. Share your passion with Pulse and see yourself featured in this section.

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4 2

6 5 PAUL SCHMIDT

• EXECUTIVE DIRECTOR • GREEN SPA NETWORK • JACKSON, WYOMING

1. MOST USED APP: Google Maps and Uber keep things moving when I’m on the road.

with someone or something, a look in the mirror is the best access to a positive solution.

2. FITNESS ROUTINE: Some call it “forest bathing.” I call it “hogging,” which stands for “part hiking, part jogging.” I do this at a minimum 20 miles per week in the mountains. Hogging uphill is the best and doing it with my Australian Shepherds, Murphee and Sukee, makes it even better!

4. GOOD CAUSES THAT YOU SUPPORT: Alpine Volunteer Fire Department/Search & Rescue and National Multiple Sclerosis Society

3. BOOK CURRENTLY READING: Holonomics by Simon Robinson and Maria Moraes Robinson and The Book of Awakening

by Mark Nepo

Most important business lesson learned: Never burn bridges.

5. A GREAT LEADER YOU’D LOVE TO SHARE A CONVERSATION WITH: Albert Einstein 6. HOTEL AMENITY YOU CAN’T LIVE WITHOUT: Coffee

Favorite movie: Life is Beautiful

Best travel tip you’ve received: Roll your clothes.

Best piece of advice you’ve received: If you have a problem

Your idea of “me” time: Working in my wood shop or kitchen ■

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“There are no guarantees in the arena. We will struggle. We will even fail. There will be darkness.

But if we are clear about the values that guide us in our efforts to show up and be seen, we will always be able to find the light. We will know what it means to live brave.”

— Best-selling Author and 2016 ISPA Conference & Expo Keynote Speaker Brené Brown

Brown for years—since her highly viewed TedX Talk on vulnerability took the Twitterverse by storm. I wanted to experience her presence firsthand and see what the buzz was all about, so I recently enrolled in

her Living Brave semester, COURAGEworks, which has fueled my excitement for her opening keynote presentation at this year’s ISPA Conference & Expo.

Brené describes COURAGEworks as exercises that will encourage vulnerability, becoming braver, more daring, and courageous. I love the way Brené explains the experience, “imperfections are not inadequacies; they are reminders that we’re all in this together.”

I knew after the first few exercises that I was hooked. To kick off our class, Brené shared an excerpt from a 1910 Teddy Roosevelt speech which I had never heard before but helped set the stage for what it means to live brave and dare greatly: “It is not the critic who counts; not the man who points out how the strong man stumbles, or where the doer of deeds could have done them better. The credit belongs to the man who is actually in the arena, whose face is marred by dust and sweat and blood; who strives valiantly; who errs, who comes short again and again, because there is no effort without error and shortcoming; but who does actually strive to do the deeds; who knows great enthusiasms, the great devotions; who spends himself in a worthy cause; who at the best knows in the end the triumph of high achievement, and who at the worst, if he fails, at least fails while daring greatly.”

We are truly blessed. When I think of all the brave leaders we have in the spa community who are living bravely and daring greatly every day, it reminds me and the ISPA staff how honored we are to be in their company.

How are you living bravely every day and when was the last time you failed while daring greatly?

—LYNNE McNEES, ISPA PRESIDENT

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STYLING & PHOTO BY ECHOSTARMAKER.COM

I

f you are like me, you have been hearing a lot about author Brené