Pulse Spa Magazine December 2015 by Bel SPA

2015 ISPA CONFERENCE & EXPO RECAP DECEMBER 2015

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

Opportunities, Building Camaraderie

FROM YOUR

CHAIRMAN

ME!

WELCO

2016

ISPA BOARD OF DIRECTORS (Term starting mid-December)

race yourself for a confession: I’ve never

ELECTED OFFICERS

considered myself a performer but, in my

CHAIRMAN Michael Tompkins PALM Health

heart, I’ve always known that life itself is a performance. When I first thought of

VICE CHAIRMAN Todd Shaw The Club at Las Campanas

the idea during my morning walk in a nearby St. Louis park, I immediately called ISPA Visionary

SECRETARY/TREASURER Laura Parsons ZaSpa at Hotel ZaZa

Award recipient Boldijarre Koronczay about dressing up in his iconic fashion style and having impersonators

IMMEDIATE PAST CHAIRMAN Ella Stimpson The Spa at Sea Island

dance to the tune of Dirty Dancing’s “(I’ve Had) The Time of My Life” on the General Session stage. His

DIRECTORS Sharilyn Abbajay ISPA Foundation Vice Chairman

response? “Michael, I love this, let me help.” It was a crazy idea but we had to do it!

Noel Asmar Noel Asmar Group, Inc.

When we heard the joy and laughter from the

Blake Feeney Feeney & Co.

audience, we knew the outside-the-box idea paid off—it helped set the tone of what was to come at this year’s event! And more importantly, we learned to bend our personal feelings, think intuitively to come up with a solution, and trust in each other and in our teams that the outcome would far exceed the risk. No doubt, throughout Conference, joy and laughter were recurring themes. It was evident in every genuine smile from exhibitors who welcomed attendees to their booths, in every friendly tease and laughter while attendees hugged old and new friends, and even in the tears shed as attendees felt moved by the powerful stories told by inspiring speakers like Amy Purdy, Dr. Bertice Berry and Scott

Michael Harmsworth ESPA International (US) Ltd. Todd Hewitt Four Seasons Toronto 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

Harrison. There were so many memorable moments at this year’s ISPA Conference

Dawn Tardif BodiScience Wellness Center & Spa

& Expo as recapped in this Pulse issue.

Todd Walter Red Door Spas

But, ultimately, we hope you found

Lynne McNees International SPA Association

your own memorable moment, one that made you say: “Wow, I just had

MEDICAL ADVISOR Brent A. Bauer, MD Mayo Clinic

the best time of my life!” Thank you for coming home, for being part of this year’s event, for trusting in each other, sometimes being a bit crazy and learning the powerful sense of community—we owe our “best time of our lives” to each and every one of you!

—MICHAEL TOMPKINS, CHAIRMAN

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CHAIRMEN’S COUNCIL Past ISPA Chairmen who are current members: 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

THE MAGAZINE FOR THE SPA PROFESSIONAL

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

Pulse is the official publication of the International SPA Association, a member organization for the spa and wellness industry. Copyright 2015. 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.

“We all have stories to tell. Whichever role we may play in this life—parent, partner, healer, mentor or entrepreneur— we write our own tales of sorrows, surprises and joys.”

hen I look back at the 2015 ISPA Conference & Expo, I can’t seem to shake off the words of charity: water founder and General Session keynote speaker Scott Harrison (page 38) who said: “Invite people

into the story.” We all have stories to tell. Whichever role we may play in this life—parent, partner, healer, mentor or entrepreneur—we write our own tales of sorrows, surprises and joys. In fact, our lives are made up of more than one story. As complex as our emotions are, our lives are often a compilation of many tales. Paralympic bronze medal winner Amy Purdy (page 36) said it best at this year’s General Session when she compared her life to a book and asked a pivotal question: “If my life was a book and I was the author, how would I want my story to go?” It was a powerful moment because, often spinning our wheels like mad hamsters in our desperate attempt to outpace our busy lives, we often forget to reflect how our life stories would read. Does it start with something like, “Once upon a time, there lived an optimistic dreamer…”? Or do we often play the victim or villain in our own stories by sabotaging our lives with tales of fear, pessimism and lack of purpose? Whether you were at this year’s ISPA Conference & Expo or simply experiencing the event through this Pulse recap (page 40), I encourage you to explore your own life story. Pen the next chapter of your life with pages of resilience, generosity, hope

MARION PHOTOGRAPHY STUDIO

and positivity. Above all, invite others into your story—it’s a powerful way to turn your life story into a bestseller and leave an inspiring footnote in the lives of others.

—MAE MAÑACAP-JOHNSON, EDITOR @ISPAPULSEEDITOR

FLASHBACK Admit it, for a moment you were duped! And yes, you probably can’t help but still laugh at the thought of getting pranked by ISPA Chairman Michael Tompkins and 2015 ISPA Visionary Award recipient and Éminence Organic Skin Care President Boldijarre Koronczay. Want to hit the replay button on their “(I’ve Had) The Time of My Life” performance? Visit pulse.experienceispa.com to launch the hilarious video!

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DECEMBER

2015

VO LU M E 2 5 ISSUE 10

2015 ISPA Conference & Expo

THE PAST, RELIVE THE MOMENT

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BY MAE MAÑACAP-JOHNSON PHOTOGRAPHY BY JACOB KEPLER

December 2015

Special Anniversary Series Marking a Milestone B Y A N D R E W D E WS O N

34 52 58

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

Special Pulse Advertising Supplement

Building a Standout Brand

Additional ISPA Conference & Expo Sponsors

IN EVERY ISSUE

From Your Chairman

Pulse Preview

Pulse Points

Member Profile: BodiScience Wellness Center & Spa Seeing an Opportunity in Crisis

BY MAE MAÑACAP JOHNSON

Member News BY TARA SALAH ELDIN & SARAH HARMON

Conversations: Ryan Levesque Marketing Expert and Author of Ask. BY MAE MAÑACAP-JOHNSON

Ask the Expert: Tanya Chernova Professional Development Session Speaker

Success Stories: Stewart Griffith President, TouchAmerica Inc.

ISPA Foundation

A Day in the Life: Ann Brown Spa Shiki Spa Director Saltability CEO

BY CHRISTINA BUSWELL

ISPA Snapshot Survey

ISPA News

Product Spotlight

Social Connections: Susan Michele President of Operations, Milk + Honey Spa, Austin, Texas

End Notes

ABOUT THE COVER In this wrap-up edition of the 2015 ISPA Conference & Expo, the Pulse cover captures the camaraderie and sense of community that ran deep throughout the three-day event. COVER PHOTO © JACOB KEPLER PHOTOGRAPHY

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PULSE POINTS

Listening is Becoming More Difficult Amidst the “Noise” in Today’s Digital Workplace report entitled “#ListenLearnLead Global Research 2015” by Accenture highlights global professionals’ sentiment about cutting through the “noise” or distractions in today’s digital workplace. The global survey asked hundreds of respondents from the U.S., Germany, The Nordics (Denmark, Finland, Norway and Sweden), Argentina, Australia, Brazil, Canada, China, the U.K., Thailand, the Philippines and South Africa, to name a few. Overall, the results indicate that 64 percent find it significantly more difficult to practice the art of listening in today’s workplace, especially with all the digital distractions. When asked what interrupts their workday, respondents cited the following:

79% 72%

46% 45% 30% 28% Telephone Calls

Unscheduled Meetings/ Visitors

Emails

Commitments Outside of Work

Instant Messaging

Texting

A total of 96 percent of global professionals consider themselves good listeners, despite the fact that the vast majority (98 percent) spend part of their workday multitasking. In fact, up to 80 percent of respondents admit to multitasking during conference calls. Two-thirds (66 percent) check work emails while 22 percent admit that they access social media accounts while on a conference call. Evaluate your own spa or workplace to minimize or eliminate work distractions. Have processes in place for conference calls or while answering work phone calls, especially when speaking with spa guests, to encourage less multi-tasking and more active listening. 12 PULSE

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MEMBER PROFILE

BODISCIENCE WELLNESS CENTER & SPA

Seeing an Opportunity in Crisis B Y M A E M A Ñ AC A P - J O H N S O N

hen life throws you lemons, you make lemonade. This was certainly a life lesson BodiScience Wellness Center & Spa President Dawn Tardif learned when faced with life-altering events. The idea of launching her own business was inspired by two major events that took place at a crucial point in her life: the breast cancer diagnosis of her mother and the need to support a friend about to take a career change in cosmetology. “These two life events engaged me in seeking out alternative health modalities, leading me to 14 PULSE

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study East Indian philosophy.” Her mother’s diagnosis has certainly left a profound impact on Tardif, which led her to leave a gratifying career in the retail and fashion world as well as question, investigate and take an unorthodox approach to her mother’s disease. “Seeking this path was because, as a child, I had a deep sense that there was more to health and wellness than what appeared to be the mainstream of allopathic medicine. Over the next 25 years, I would begin a journey that I had never expected,” she says.

Tardif drew her courage to start her own spa business from her mother, Dorothy, (right in photo with Jane Iredale) who showed deep resilience even in the face of a cancer diagnosis.

Early Years Tardif learned of her mother’s diagnosis on June 21, 1991, the same day she signed the lease for her retail and esthetic center. Then called Body Sense, the spa occupied a mere 750-square-foot space. “The way my mother handled her fight gave me the inspiration to go forth and follow my dream, and her strength, conviction, persistence and faith in me ignited my vision to become a reality,” she says. Tardif wanted to bring much of the Eastern philosophy she had studied to the spa world, creating a business that has blazed a trail in alternative therapy, nutrition, exercise and meditation. Back then, few businesses looked at their clients’ overall wellness, mental as well as physical health. “We have developed a true ‘wellness relationship’ with our clients, many of whom have been with us since we first opened our doors,” she says. “We nourish a professional relationship by delivering quality care which has

“We all have heard that ‘the Chinese symbol for crisis is composed of two characters: one for opportunity, the other for danger.’” achieved great client retention, even to the point that we now treat many of our original clients’ children and extended families. No loyalty program can compete with that.”

Learning from a Mentor She credits having a great teacher, one who inspired her to chase her dreams, as the other reason that motivated her to open the spa located in Beverly, Massachusetts. At cosmetology school, which she attended at least partly to accompany a friend, Tardif met Gilbert

DAWN TARDIF President BodiScience Wellness Center & Spa Beverly, Masachussetts

Gallant who gave her a deeper understanding of the inner-workings of the spa industry. “He would tell me that my approach to the business of health and beauty was unique. It was not until I graduated and heard about spas that I finally put all the pieces together. Creating a business based on different business principles is what Gilbert was trying to tell me,” she recalls. Equipped with the knowledge, she applied all the learnings to her business, which eventually grew in size. In 2005, BodiScience moved to a 3,800-squarefoot space that now has a much larger retail center and seven treatment rooms. The rooms comprised of a couples/yoga room, transition room, esthetic/massage rooms, employee area, nail/chair massage and a private space for consultations. The spa went through a rebranding in 2013, introducing a new name and logo (Bodhi-tree), which signifies a safe and

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MEMBER PROFILE

sacred space, much like safely sheltered under a tree’s nurturing branches. “Our methodology and concept has never changed, we have rebranded the packaging of how we deliver our concept to our valued clients. If we were to go back in time and place our current brand in 1991, the consumer would not have been ready for us. We have watched the unfolding of alternative medicine become more accepted, along with knowledge about our food, our environment and our energetic body. This awareness has catapulted our business into what my intentions had been from the inception. We have come ‘full circle,’” she says.

Facing Challenges Like any other business, the spa went through challenging times. “Our company was devastated by a flood in October 2011. It was our most challenging time,” Tardif recalls. “As most may imagine, any crisis can be a crucial turning point in any business. Teamwork and morale are the two areas that are paramount to navigate through and succeed.” Tardif says her team’s ability to work together was the reason why they were able to quickly manage the crisis. Team members helped through the long hours of cleanup and setup of the satellite area in order to continue to serve guests while the spa was in the process of remediation. “We all have heard that ‘the Chinese symbol for crisis is composed of two characters: one for opportunity, the other for danger’. We truly took the moment to create an opportunity for us to strengthen our bond as a team, allowing us to deliver exceptional service to our clients and keeping our business 16 PULSE

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strong,” she says. “Many people told me to temporarily close down and focus on the remediation. Many small businesses went out of business, as the financial hardship was unbearable.” But the spa did not only survive, but came out stronger than ever. About to mark its 25-year anniversary, BodiScience plans to offer a US$19.91 pricing on treatments as its way to reflect back on its opening year. BodiScience has also teamed up with Diamond Way Ayurveda to create the “Welcome Home Warrior” project, helping veterans struggling with post-traumatic stress disorder (PTSD). In the long-term, Tardif is looking into offering entrepreneurs who share her vision to join the business and grow the brand in other locations. As far as valuable lessons she learned, she says resiliency, consistency in service and integrity are key qualities to success. “Develop resiliency. You need to be adaptable and resilient to be successful for the long haul. Attain consistency through systems. Cultivate

integrity. When your external actions reflect your internal code, you are in alignment with your morality. Take pride in every task, interaction and treatment you deliver.” n

ABOUT THE SPA Spa open date: June 1991 Square footage: 3,800 Number of treatment rooms: 7 Rebranding: 2013 Signature treatments: Ayurvedic treatments Charitable initiative: Welcome Home Warrior Contact: BodiScience Wellness Center & Spa 100 Cummings Center, Suite 150F Beverly, Massachusetts 01915 Phone: 1.978.927.9909 Website: bodiscience.com

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

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

Michael Choiniere

Georgiann Reigle

Steven A. Rudnitsky

l l l l

Julie Oliff

Noel Daniel

Brennan Evans

l l

Allyson Archambault

Michelle Horner

Ginger McLean

Michael Choiniere is the new Director of Sales and Marketing of Florida’s Carillon Miami Beach. Georgiann Reigle joins Aromatherapy Associates in Frisco, Texas, as Vice President for Asia. Steven A. Rudnitsky is now the President and Chief Executive Officer of Miraval Resort & Spa’s Miraval Group based in Tucson, Arizona. Julie Oliff is now the Director of Operations, Residences at the St. Regis Aspen Resort in Aspen, Colorado. The Spa at Rancho Valencia in Santa Fe, California welcomes Noel Daniel as General Manager. Brennan Evans is the new Vice President of Operations of Trilogy Spa Holdings, located in Temper, Arizona. Skin Authority, based in Carlsbad, California, welcomes Allyson Archambault as East Coast Director of Strategic Accounts and Michelle Horner as Director of Customer Care and Education. Walt Disney Company Spa Director Ginger McLean joins the Florida Spa Association as Board Member.

GIVING BACK 1. StressBusters Wellness Day Spa, located in Laguna Hills, California, held a food and clothing drive for those affected by the Valley Fire in northern California. The fire burned down more than 600 homes and displaced 37,000 residents in the town of Cobb. Stressbusters Wellness Day Spa owners Mikki and Michael Anderson dropped off the donations at the donation center at Napa Fairgrounds in Calistoga. Mikki also volunteered her time to provide free aromatherapy and massage treatments to evacuees.

2. Based in Evergreen, Colorado, Tallgrass Aveda Spa & Salon celebrates its 20th anniversary with a salute to military men and women. Expanding its Soldier Box Project, now on its seventh year, the spa shipped at least 100 care packages to troops in Afghanistan for the holidays. The spa also gave away 50 complimentary spa services to military women during Veterans Week in November.

3. Apothederm Skin Care, of Bothell, Washington, donated all of the furniture and décor used in its booth at this year’s 2015 ISPA Conference & Expo. The company has initiated a new program to lower its carbon footprint and promote sustainability by repurposing items. These items were purchased locally in Las Vegas, Nevada, for the Conference and were donated post-event to Heaven Can Wait Animal Society. The organization will use Apothederm Skin Care’s donation onsite and in its fundraising efforts. 18 PULSE

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MEMBER UPDATES 1. Adam Broderick Salon & Spa has undergone renovation, resulting in a fresh

new design. Located in Ridgefield, Connecticut, the 12,000-square-foot property includes a nail bar, spa, boutique and salon.

2. Skin Authority has recently launched a new website and mobile app. The website displays a new look and more simplified navigation. The My Skin Authority App is a free, interactive mobile app that will connect the user with a certified skin-care coach.

3. Éminence Organic Skin Care has launched an improved professional website. The new website features a quick order tool, order history look-up, access to past invoices and the capability to repeat and edit previously placed orders.

4. Comphy Co. has launched an upgraded interactive website (comphy.com). The new site features custom experiences for spa, hotel and home, along with improved functionality and navigation. Improved Design-a-Bed and Design-a-Spa Table tools and additional products offer spa professionals more choices and a stress-free online experience on any device.

BRILLIANT IDEA 1. Serina And Company, LLC, located in Orange, California, has released its new AromaTherapy jewelry line. Each piece of jewelry has a locket with an interchangeable disc where the wearer can place a few drops of his or her desired oil to help ease any anxieties.

2. The Meritage Collection, parent company of

Estancia La Jolla in California, has announced a partnership with Clean the World to help fight the spread of preventable diseases. The lifestyle hotel brand sends discarded soap and bottled amenities to Clean the World recycling centers where they are sanitized and then distributed globally to children and families in need.

NEW ON THE MENU 1. One Ocean Resort Hotel and Spa, located in Atlantic Beach,

Florida, is ready for the cold season with its Winter Refresh – Luxury Hand & Foot Renewal. This treatment hydrates and exfoliates, featuring ingredients like sugar, lemon, botanical extracts, Vitamin C and includes a lactic acid peel.

2. Mandarin Oriental Hotel Group, based in Hong Kong, will offer Silent Night after 5 pm on December 16 in all of its spas. During Silent Night, the spa will turn off its music and encourage “no talking” among guests in order to allow for an experience of complete silence, contemplation and mindfulness.

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CONVERSATIONS WITH RYAN LEVESQUE

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

Ask author RYAN LEVESQUE outlines an online survey formula that helps to uncover what potential clients want and a process to effectively convert prospects into loyal customers. He calls it the “Ask Formula.” “I came up with the concept after struggling to build my own online business. It was really a process of trial and error, seeing what was working and how we could make it better. It took me a while to perfect it, and the person who was instrumental in that was Dr. Glenn Livingston, a good friend of mine, who was doing a lot of work with the survey concept,” Levesque says, recalling the journey he took to create his unique marketing concept.

PULSE: What is the “Ask Formula”? Ryan Levesque: The “Ask Formula” is a way of asking questions that reveals what your customers really want—and based on that, allows you to customize your offers and segment your market so that you are offering them exactly what they are asking. This process also builds trust with your prospect so that they are much more likely to buy what you’re offering—and then become repeat customers.

P: You wrote in your book: “The right way to use surveys is counterintuitive.” Do you care to elaborate? L: What’s counterintuitive about our surveys is this: Most businesses, when they do a customer survey, will ask people to rate their current products or services on a number scale. And then they ask: “What kinds of services or products would you like to see us offer?” Here’s the problem with that: People are really bad at knowing what they want. There are two kinds of questions that people are good at answering: 1. What they don’t want. 2. What they have done in the past.

P: What are your three most important tips on how to grow one’s online subscriber base? L: Number one is segmentation. When you have the ability to sort your prospects and customers into different “buckets,” you’ll ultimately see your retention rate go up because people feel like you are talking to them personally. Tip number two is to use constant feedback loops. I like to ask my subscribers simple questions in emails, and ask them to simply hit reply and respond that way. It works every time—and that not only creates engagement, it also gives you insight into what your prospects and customers are thinking. The last tip is use surveys. If you have an opt-in form on your site, and you’re just asking for name and email address, then simply by changing that to a short quiz or survey, you’re going to get more leads and optins, more engagement, and you’re going to have more information about who your prospective customers are. We get (CONTINUED ON PAGE 24

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CONVERSATIONS WITH RYAN LEVESQUE over 52,000 leads per day across all the markets that we work in.

P: You mentioned that, a lot of the time, online marketing survey fail because people ask the wrong type of questions. How do you determine what the right questions are? L: The right questions are really based on the two types of questions that people know how to answer: What they don’t want and what they have done in the past. That’s what we base our survey questions on. There are a few more elements that come into play which involve some deep customer psychology, which I explain fully in the book.

P: When it comes to survey marketing, you learned that there is no one-size-fits-all. What are the things to consider when creating a customized survey specific to the spa industry? L: The first step is to know who your market is. That’s the whole purpose of doing the initial Deep Dive survey. So many

Four Types of Surveys in the “Ask Formula” Survey Funnel System The “Deep Dive” Survey. This is an open-ended survey that’s designed to help you better understand your market, and get a sense for the language that they use—so that you can use it yourself in your sales copy.

The “Micro-Commitment Bucket” Survey. This is the first thing that people see on your homepage or landing page. It’s designed to do two things simultaneously: engage your prospects and build trust, as well as segment them based on their responses so that you can customize your marketing to them.

The “Do You Hate Me?” Survey. This survey got its name from a subject line of an email designed to provoke a response from your prospects. It’s an email follow-up to the people who didn’t buy your offer to discover why. The purpose is to get insight into the objections and hot-buttons so that you can optimize and tweak your sales messages over time.

The “Pivot” Survey. Sent out by email, the final survey’s goal is to redirect your prospects who don’t buy into a different offer that might be a better fit for them.

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CO N T I N U E D F R O M PAG E 2 2

business owners start out thinking, “Oh, yeah, I know who my market is and what they want,” but in reality, when we do these surveys for them, they are shocked by what the actual results are. I’ve been surprised myself when I’ve done these in my own businesses. The rule is: You never want to guess. You always want to ask. You want to know.

P: In the funnel process, how does one convert subscribers into clients or customers? L: In the funnels that I create, the process looks something like this. A prospect gets to your landing page, they watch a short video that asks them to take a short quiz. Once they take the quiz, they are asked to type in their email to get the results. Then they go to a sales page that gives them a customized offer (generally you’ll have three to five different ones), based on their survey answers. If they buy, you take them through a process of additional offers, and then continue to give them additional (customized) offers through email. If they don’t, then there’s that follow-up email sequence wherein you are trying to get them to buy and figure out why they’re not buying, so that you can offer them something else.

P: Sometimes, the problem with survey is that you could get lost in all the data. How can one simplify the analysis and interpretation of data to apply the information in practical terms for one’s own business? L: I have a very specific process for doing the analysis. Yes, the initial analysis takes some time, and some familiarity with a Microsoft Excel sheet. The goal is to find what I call your “buckets” that address 80 percent of your market and create offers based on those. So, let’s say for spas, you have people who come for health reasons, people who come to relax and escape, and people who do spa treatments mainly for beauty purposes. Now, those would be my guesses, but of course, you have to confirm that by doing the surveys and following the formula. There’s no way out of it—but it works. n WHAT ADVICE can you give to business owners to help them build trust in an online world? Click here to read more insights from Levesque.

Special Anniversary Series

BY ANDREW DEWSON

IN THE FINAL PART OF THIS SPECIAL ANNIVERSARY SERIES celebrating ISPA’s 25-year anniversary, Pulse shares the limelight with ISPA members that also mark a major milestone this year.

TWO BUNCH PALMS RESORT & SPA Desert Hot Springs, California

eople were visiting the site of Two Bunch YEARS! Palms for over 600 years to take advantage of the healing properties of the region’s hot mineral waters before the spa was the founded in 1940. The spa took location’s advantage of the natural geothermal mineral springs’ pools at Desert Hot Springs, California, use by six and became the first hot springs resort in centuries. At the same time, the country during the modern spa era. to celebrate its 75th anniversary, Two “We define the modern spa era Bunch Palms embraces a “Sustainable between 1940 when Deborah Szekely started Rancho La Puerta to the 70s when Wellness” model, which includes the Sheila Cluff opened Oaks at Ojai and Mel installation of a new 3.5-acre solar farm. The farm, which will generate power Zuckerman created Canyon Ranch,” says while saving 375 million gallons of water CEO Kevin Kelly. “During the last 25 and preventing the emission of 13.5 years, Two Bunch Palms evolved under million pounds of carbon waste, was different ownerships to expand its offerings from body therapies to mud and commissioned on June 21 this year to coincide with the summer solstice. This Watsu treatments, which Two Bunch has made Two Bunch Palms the first Palms spa is now known for.” carbon-neutral resort in North America. The spa’s most recent leadership, The spa has also recently renovated its consisting of Hollywood producers and rooms, developed healthier cuisine and sustainability experts, has taken pains to bridge the spa’s past and present, empha- introduced movement and enrichment classes. sizing the property’s historic roots, based “We see ourselves as the model of on recent archaeological findings dating

LONGEVITY TIP: “Trust your instincts. Do your homework. Stay disciplined to your business plan and brand message. Persevere. Persevere. Persevere.”

Left photo: CEO Kevin Kelly takes pride in Two Bunch Palms Resort & Spa’s signature therapies, such as its mud treatment (above), and of the property’s Sustainable Wellness model.

‘Sustainable Wellness,’ which we define as the evolution of mind-body-spirit movement expanding into the interconnectivity of the individual to its community and natural systems,” Kelly says. “We also seek to better understand and promote the mystical origins of our mind-body-spirit movement with new research and science on energy, genetics and lifestyle medicine while sustainably connecting the interplay between the individual, community and natural systems.” (CONTINUED ON PAGE 30)

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MARKING A MILESTONE (CONTINUED FROM PAGE 28)

CLARINS Paris, France

ne of the true iconic YEARS! brands in the spa and beauty world, Clarins celebrates 61 years of innovation, leadership and industryleading vision. “Everything Clarins is today–its clear dynamic vision–started with one visionary man, Jacques Courtin-Clarins,” preneurial says Senior Director of Spa spirit,” she says. Development Milana Knowles. “Clarins remains Courtin-Clarins revolutionized faithful to its original traditional face and body treatments philosophy—listening to worldwide through the Clarins Method, women to truly understand their needs, known as The Clarins Touch. Today, The Clarins Touch is used by more than 3,000 and developing safe, natural and highly effective skin-care products. It is a beauty therapists in 50 luxurious Spas by Clarins around the world, as well as at in- company that has always believed in the importance of solving beauty problems store spas operated in major retailers. by tapping into the fusion of plants “With the opening of Clarins’ first and technology to enhance beauty and Beauty Institute in Paris, Courtin-Clarins well-being.” laid the foundations of modern Clarins opened its first Spa by Clarins aromatherapy and explored transformative effects of lymphatic drainage in both facial in 2001 which serves as the brand’s showroom for its products, customized and body treatments Knowles says. experiences and unique application While the brand grew to become a methods. “Known for the quality of its global powerhouse in skin care and treatments and its holistic approach to beauty, Clarins continues to embrace the entrepreneurial spirit that was first sparked well-being, the Spa by Clarins concept by its founder. “In a world of huge corpo- can now be found in 50 exotic locations worldwide, such as in Mauritius, the rations, the brand’s family ownership has Seychelles, St.Barths and Mexico. Each allowed it to retain its flexible and entre-

LONGEVITY TIP: “Respect lies at the heart of the Clarins ethic: respect for nature and people, respect for the customer, respect for life. As Chairman Christian Courtin-Clarins has said, ‘Clarins’ mission is to make life more beautiful for future generations.’ It is the connection with spas that has helped Clarins develop products to meet women’s beauty needs. [This aligns with the words] of our founder Jacques Courtin-Clarins: ‘My passion for women’s beauty has marked my life. This passion, shared with a whole team, is the secret to Clarins’ success.’”

Clarins Senior Director of Spa Development Milana Knowles (left) shared how Clarins founder Jacques Courtin-Clarins (above) revolutionized face and body treatments through The Clarins Touch.

one is a magical getaway,” she says. To mark its 60th anniversary last year, the company launched the new groundbreaking mind-and-body Energy Flow Ritual exclusively for Miraval Resort & Spa in Tucson, Arizona. Clarins also opened its new headquarters in Paris last year, in time of its anniversary. The new facility reflects the brand’s deep commitment to sustainability and the environment. “The seven-floor facility is a combination of cutting-edge technology and environmental awareness through the low consumption of heating and cooling systems, the rainwater collection for watering green spaces, and the automatic control of lighting. It also continues to serve as an inspiration to creating breakthrough beauty concepts and products,” she says. (CONTINUED ON PAGE 32)

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MARKING A MILESTONE (CONTINUED FROM PAGE 30)

COOPER FITNESS CENTER & SPA Dallas, Texas

ARS!

YE ot many people can genuinely lay claim to launching an entire movement and altering the lexicon at the same time. Dr. Kenneth Cooper, founder of Cooper Fitness Center & Spa, can justifiably make such a claim: without him the aerobics revolution of the last 40 years might not have happened. His 1968 bestselling book called Aerobics, which approaches outlined his exercise routine, changed habits and created wellness breakthroughs to the whole body. for millions of people. At 84 years of age, Cooper Spa the “Father of Aerobics” remains an currently has a aerobics guru and a remarkable personal team of over 30 testament to his own philosophy. well-versed service providers, Celebrating its 45th year, the 30-acre many of whom have been with Cooper Cooper Aerobics Center is home to The Spa since 1998—so they are close to Cooper Institue 501(c)(3) and seven celebrating their 20-year anniversaries diverse entities, including Cooper Spa. with us.” “Our approach is simple,” says Assistant Having been in the same building for General Manager Sarah Carroll, “When over 40 years, a US$6 million renovation your body is fit, you look better, you feel was completed in 2013, during which better. At Cooper Spa, we embrace that time the spa remained 99 percent operasame approach and call it Beautiful Fit.” tional. “Cooper Spa is fortunate to have a After converting two racquet ball talented, mature and creative team,” says courts into a two-story facility, Cooper Carroll. “During the renovation, these Spa was eventually opened in 1998. skills were imperative to our continued “What began as a simple menu remains success and retention of clients. The team just that,” says Carroll, “but with a was able to maintain an average 65 poignant message about the purposes of percent retention and 68 percent stress-relieving and therapeutic occupancy rate during the renovation period.” Rewarding staff members with an LONGEVITY TIP: “Stay true to your excellent package of benefits helps the mission. Over the years the industry has business to retain high-quality, motivated changed and grown, as have we and as staff. part of Cooper Fitness Center & Spa, our To celebrate 45 years in business, the primary goal is to encourage our patrons spa has given its guests an additional 45 to enjoy longer, healthier lives.” bonus points every service rebooked over

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Assistant General Manager Sarah Carroll (left) says Cooper Fitness Center & Spa embodies the fitness philosophy of its founder, Dr. Kenneth Cooper (above), who is also reputed to be the “Father of Aerobics.”

the summer, while an internal initiative has allowed staff members to donate to “Give for Good.” To encourage loyalty, the spa offers a spa rewards program. “Utilizing SpaSoft’s loyalty programming, points are earned and redeemed at the time of purchase.” Over the years, Cooper Fitness has innovated by combining fitness and spa treatment and turning its clients on to preventative health and wellness. With exciting plans for future growth, Dr. Kenneth Cooper can look back on a life that has created a lasting legacy.

SPA OHTLI AT CASAMAGNA RESORT & SPA Puerto Vallarta, Mexico

pened in 1990, CasaMagna Resort & Spa YEARS! was one of the first resorts opened by Marriott International in Mexico. The 433-room resort includes a 22,000-square-foot Ohtli Spa, one of the largest spas in Puerto Vallarta, a resort town on Mexico’s Pacific coast. CasaMagna General Manager David Eduardo Gauna Palacios says Marriott’s 88 “How we do years of experience in resort and hotel management has ensured that CasaMagna business is as important as the Resort & Spa’s operations are guided by business we do,” Palacios the Marriott brand core values. “Core says, stressing another Marriott core value values are beliefs and philosophies that called “act with integrity.” Finally, the make up the foundation of the company. spirit to serve is embraced at CasaMagna, They should not change over time. Core creating a resort that is rightly considered values are the ideals that serve as the a flagship at a business with over 4,000 foundation of all aspects of Marriott’s properties. spirit to serve.” Retaining loyal customers at a resort One of its fundamental core values is spa is no easy feat, considering most are “putting people first.” “Take care of visiting for a brief vacation rather than for associates and they will take care of the long-term stays. Palacios says that despite customers,” Palacios says. “Our culture is that, Spa Othli has managed to create the experience we create in the minds of loyalty through Marriott’s strategy of our customers and is demonstrated diversion and inclusion: “Marriott’s through the behavior of our associates.” strategy is to embed global diversity and To show dedication to customers, the inclusion into our organization so that it resort “pursues excellence.” It believes is integral to how we do business,” he that “success is never final” so it says. embraces change. Othli Spa at CasaMagna will celebrate its 25th anniversary by including the LONGEVITY TIP: “Always put number 25 in its menu as often as people first, lead by example and possible. Guests will be offered a range of innovate every day. Never stop asking: 25-minute yoga and Crossfit classes, a 25 ‘How can I do better?’” percent discount on spa treatments and a

CasaMagna General Manager David Eduardo Gauna Palacios (left) thinks the resort and spa's success is due to Marriott's core values that have guided its team's spirit to serve.

25th anniversary soccer tournament. The resort will also recognize loyal associates during the resort’s anniversary party. There is more to CasaMagna’s success than Marriott’s leadership. Othli Spa has worked hard to reflect the local customs of healing and hospitality. “Representing the local culture, through our Othli Spa, reflects a cultural sensitivity and the integration of healing and hospitality with the traditions of the diverse generations of people who have shaped Puerto Vallarta.” n December 2015

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MONDAY’S GENERAL SESSION TAKEAWAYS

Randi Zuckerberg Top Trends in the Digital Age B Y M A E M A Ñ AC A P - J O H N S O N

eynote speaker and Zuckerberg Media CEO Randi Zuckerberg opened this year’s General Sessions with a roundup of technology trends. Despite the nagging narrative about this generation’s addiction to technology and inability to unplug, Zuckerberg brought forward a 360-degree view on the opportunities and challenges that social media and technology present in our lives. “I’d like to look at technology both from the lens of opportunities and challenges.” While she ended her talk with a reminder to embrace a digital detox, she also presented trends and new ways of thinking to encourage ISPA attendees to leverage the power of technology to their advantage.

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Embrace the age of entre-ployee. The lines are getting more and more blurred between being an entrepreneur and being an employee. “Today, there are so many ways to be highly entrepreneurial even in a bigger company,” Zuckerberg says. Google is a good example of a company that nurtures the entrepreneurial spirit of their employees by allowing them to work on their passion projects. “They feel that if they give their employees time to be creative, they’d be better at their regular jobs,” she says. Another way to encourage an entrepreneurial spirit is by organizing a hackathon, an event that originated in the technology world where programmers collaborate and compete to create a new product or solution. “It doesn’t have to be a hackathon. It can be a ‘create-a-thon’ or a ‘thinkathon’,” advises Zuckerberg. “Pick a problem that’s been plaguing you or your business. Gather a group of people and you’ll be amazed by what you’ll come up with if you give yourself permission to be creative.” Think like a media company. Zuckerberg says, in the age of the Internet, all of us are a media company. “Do you have an editorial calendar? Do you think about your point of view? Because I guarantee you, more and more of your competitors are thinking of themselves that way,” she says. Companies like Red Bull and Ben & Jerry’s are among those that excel in having a media company mindset. Topshop is another good example of a brand that thinks like a media company. During New York Fashion Week, they put out digital billboards that display “hastags” of real-time fashion trends, bridging the company’s tech-forward marketing with Twitter. “Being the first in your space to try something new is always going to get a lot of attention,” Zuckerberg says. “If you think like a media company, you have an incredible opportunity to be an expert and a thought-leader.” Reinvent retail. In today’s world, money is no longer the only currency. Zuckerberg says many more businesses are looking at social reach as top currency in retail. The Ovolo 1888 Darling Harbour Hotel in Australia is a good example of a company that is reinventing the business world. This hotel, designed with Instagrammers in mind, offers free accommodations to those who have 10,000 Instagram followers. Social reach has become a currency as a growing number of businesses would rather have a social media celebrity’s influence over money. “This is something to think about since all of us have customers who are more influential or louder than others,” Zuckerberg says.

In Their Words

WANT TO KNOW MORE about Éminence Kids? Visit pulse.experienceispa.com to learn how you can be involved.

“I am very proud to say that we have served over 1,500 organic meals just in the first year. Truly, everybody who are going through such hardships in their lives are extremely desperate to do anything and everything they can to feel better, so this is why I believe so much in this cause. This is why I think it’s so important to keep Eminence Kids alive and grow it as big as possible.” BOLDIJARRE KORONCZAY • President of Éminence Organic Skin Care and 2015 ISPA Visionary Award Recipient

“We wanted to teach people to be their own techhealer—that we can now take all these marvelous new science, teach ourselves and people to apply it in a loving way. And for the naysayers, we can now convince them in ways we’ve never done before.” DR. PAMELA PEEKE • Health and Fitness Expert, Author, Scientist and General Session Guest Speaker December 2015

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TUESDAY’S GENERAL SESSION TAKEAWAYS

Amy Purdy Declare Your Intention B Y M A E M A Ñ AC A P - J O H N S O N

or Amy Purdy, speaking at the 2015 ISPA Conference & Expo General Session feels like coming full circle. Before she lost both of her legs to meningococcal meningitis, she worked as a 19-year-old massage therapist and esthetician at the Canyon Ranch. “I used to [come] to this Conference, but now I’m on stage—it’s amazing how life goes!” she says. As the first-ever double-amputee bronze medal winner in snowboarding at the 2014 Paralympic Games, Purdy tells an amazing story of courage and resilience. “Every challenge is what forces us to look at what we’re really made of. It’s what makes us dig deeper and find our fire,” she says. You are the author of your life. When Purdy contracted the near-fatal disease, she was given less than a two percent chance to live by her doctors. She lost a spleen, kidney functions and eventually, both of her legs had to be amputated. “I was physically and emotionally broken.” But the hardest part has yet to come. Fitting and learning to walk on her prosthetic legs were extremely painful and difficult at first, which pushed her to depression. “The thought of living the rest of my life with these chunks of hardware as my legs was depressing. Little did I know at that time that my biggest loss will become my biggest asset,” she says. It was at these dark times when she felt her life swirling out of control that she was forced to find a silver lining. “This prompted me to ask myself that very important question: If my life was a

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book and I was the author, how would I want my story to go?” she says as she reflected back how she needed to let go of the “old Amy” in order to write a new chapter of her life. Allow challenges to be stepping stones to help you find your creative path. Refusing to let her disability prevent her from snowboarding, she decided to go back to the snow-capped mountains and descend the slopes. “I remember just being so discouraged that I thought, ‘I can walk away right now because I can’t do this,’” she recalls. But she didn’t. Instead, she persevered and kept pushing. Realizing that her difficulty was mostly because she was wearing a pair of prosthetic feet not customized for the sport, she asked her prosthetist to make her a pair that would help make snowboarding possible. “That’s when I learned that the borders and obstacles in our lives can only do two things: Stop us dead in our tracks or force us to be creative,” she says. “We don’t have to be limited by our circumstances. Our circumstances can actually open up a whole world of unlimited possibilities.” Declare your intention to the world. While at a speaking tour with Oprah, Purdy learned a most valuable lesson on the power of intention. “Not trying to do something. Not hoping to do something. Absolutely going out there and doing it. Declaring your intention,” she says. When she and her husband Daniel founded Adaptive Passion Sports, their intention was to provide resources to kids, young adults and veterans with permanent disabilities who are into action sports like snowboarding and skateboarding. “Telling everyone about your intention is one of the scariest things to do. What if we fail? It’s so much easier to keep our hopes and dreams to ourselves. But I believe that if you declare your intention, the universe and all the people around you conspire to help make your goal into a reality,” she says. It was also the couple’s intention to turn athletes who are part of the program into elite competitors, in their bid to add snowboarding into the 2014 Paralympic Games in Sochi, Russia. “Standing at that podium had two meanings for me. One, it represented all the hard work that went into my legs, training and figuring out what I was capable of. Two, it represented the pride and gratitude of being part of a community that, no matter how hard things got, never gives up,” she says. Ultimately, the author and co-founder of apparel line Element Eden lives a life with no regrets. “My legs haven’t disabled me. If anything, they have enabled me. They have forced me to rely on my imagination and to believe in the possibilities.”

In Their Words “We are all dedicated contributors each in our own way. The definition of ‘dedicated’ is truly being devoted to a cause. It’s not the work, it’s the purpose of work that drives me. Share your passion, impart it freely. What I do know for sure, if you keep your eye on the ball, you have a better chance of hitting the home run.” SHARILYN ABBAJAY • Elizabeth Arden Red Door Spas SVP Spa Operations and Strategic Retail Development and 2015 ISPA Dedicated Contributor Award Recipient

“I asked myself: Where is this [insecurity] coming from? There’s a beautiful Arab proverb that says ‘when a person seeks his purpose, the universe conspires to answer’. The trick of life is in knowing that you deserve goodness—knowing that you are worthy. We only find that in each others’ eyes.” DR. BERTICE BERRY • Transformative Speaker, Author and General Session Guest Speaker December 2015

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WEDNESDAY’S GENERAL SESSION TAKEAWAYS

Scott Harrison Take Part of the Movement B Y M A E M A Ñ AC A P - J O H N S O N

cott Harrison, founder of charity: water, closed the 2015 ISPA Conference & Expo General Session with a powerful message: We can all be part of a movement that’s powered by everyday heroes. He spoke not only of the power of generosity that connects us all in the most human level, but also of the need for radical transparency when it comes to giving. “What we focus on is radical transparency, trying to move the needle forward, telling people what we’ve done with their money and using technology and data to show impact.” In his talk, he highlights at least three meaningful insights. Find your life purpose. As a nightclub promoter in New York, Harrison seemed to have it all—a famous girlfriend, a grand piano in his apartment and an expensive BMW. Yet, despite all the worldly gains, he felt completely empty. “It looked great on the outside, but on the inside, it was very dark,” he says. In his struggle to find meaning in his life, he made a radical change. He left New York behind and all its temptations to commit a year of service to the poor. Unfortunately, his reputation as a nightclub promoter didn’t serve him well when he first tried to apply to humanitarian organizations as a volunteer. “No one would touch me with a ten-foot pole because I get people drunk every night. The only one that didn’t reject me was Mercy Ships. They told me that if I paid them US$500 a month, I could volunteer,” he says, laughing at the thought of it now. On his second tour with Mercy Ships, he learned about the lack of access to clean water in many poor countries. “We know that dirty water is the source of so much sickness in the world. In 38 PULSE

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fact, 56 percent of all the sickness in the developing world comes from dirty water,” he says. This realization has led Harrison to his life purpose: help provide access to clean water to people who need it most. Two years after he volunteered for Mercy Ships, he founded charity: water.

In Their Words

Help tell other people’s story. “The story that has impacted me the most on a visceral level is the story from Ethiopia of a 13-year-old girl named Letekeros,” Harrison says. Letekeros’ daily routine included an early morning walk for water. She would get up daily while it was still pitch black outside, grabbed her clay pot and met up with her friend. Together, they would walk down a steep ravine so they could wait in line for hours to fill their jars with water. One day on her way back home, she slipped and fell, then dropping and breaking her clay pot. She watched in horror as water slipped out into the dust. Not only did she waste eight hours trying to get the water she accidentally spilled, but worse, the clay pot was a valuable asset for the family. The “shame of her carelessness” and the consequence of leaving her mother and sister without water was too much for her to bear. “She took the rope and untangled it from the handle of the clay pot, threw it over a tree branch and hung herself,” Harrison recounts her story. “This story hit me at such a deep level. This is not about the 663 million people who are drinking bad water because of where they were born. It’s not about this huge statistics, but it’s about little girls with names, and feelings and hopes and dreams,” he says. Invite people into the story. One of the creative fundraising ideas initiated by charity:water is the idea to donate birthdays. On the first year anniversary of the organization, Harrison gave up his birthday and asked people to give a monetary gift equivalent to his age. The idea soon caught on and people from all walks of life started donating birthdays to help bring clean water all over the world. Perhaps the most powerful story yet is that of nine-year-old Rachel Beckwith, whose last wish was to give up her birthday to raise funds for charity: water. She was killed in a car accident shortly after her ninth birthday. Her goal was to raise US$300 for charity:water. Word of her generosity spread like wildfire and through people’s donations all over the world, up to US$1.2 million was raised in her memory. “What this tells us as an organization is that, this story doesn’t belong to us. This is not charity: water’s story. This is the story of our community,” he says. “And we need to keep inviting people into this to bring the best of themselves, whether it’s their birthday or their crazy idea.” n

“As I do each year I want to remind you of your power. Every day you have the opportunity and the obligation, from my point of view, to help your clients by going beyond the healing therapies and services you offer. I want you to be leaders, counselors, advisers and friends to your clients, their families and communities.” DEBORAH SZEKELY • Rancho La Puerta and WELLNESS WARRIOR Founder

“It’s the aliveness and purity of the food that ignites the aliveness and purity within us. It’s the subtlety and complexity of real taste—not taste covered up or accentuated by salt or sugar or preservative—that excite the internal systems within us or reorganize themselves in a healthier, more vibrant pattern.” ALICE WATERS • Chez Panisse Founder and 2015 ISPA Alex Szekely Humanitarian Award Recipient December 2015

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2015 ISPA Conference & Expo AH, WHAT A JOURNEY THAT WAS!

BY MAE MAÑACAP-JOHNSON PHOTOGRAPHY BY JACOB KEPLER

CLICK HERE TO LAUNCH ISPA’S VIDEOS!

Can you recall the many adventures and magical moments at the 2015 ISPA Conference & Expo? From the thrill of making new friends and reconnecting with lifelong peers, to the rush of discovering business opportunities, this year’s event was one heck of a fun, energizing and inspiring ride. Oh, where to start? How about that powerful moment when Scott Harrison, charity: water founder and General Session keynote speaker, shared the story of Rachel Beckwith, a nine-year-old who, after a month into her charity: water campaign, tragically passed away in a car accident but left this world with a legacy of generosity? Or who could forget the inspiring story of Amy Purdy whose life is the very definition of courage and intention? But it wasn’t all “pass the Kleenex” moments as there were tons of laughter and light-hearted highlights in between. From “funny girl” Dr. Bertice Berry to the impersonators of ISPA Visionary Award recipient Boldijarre Koronczay and ISPA Chairman Michael Tompkins who pranked the audience as they danced on stage, the 2015 ISPA Conference & Expo was everything we could hope for in a life-changing adventure. So buckle up, we’re taking you along for one last ride down memory lane!

THE PAST, RELIVE THE MOMENT

@HHHealth: 1 bag = 1 year’s tuition for a child in a developing country. Love this idea. You rock, @resortsuite!

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PLOTTING THE JOURNEY. First-time and veteran attendees gathered for Connect & Explore—a first-timer’s intro to ISPA.

IT’S SHOW TIME. Attendees start their ISPA Conference & Expo journey with a warm welcome at Registration. New this year, the self check-in kiosks afforded attendees the convenience to check in and print out their own badges.

A WORD FROM THE WISE. Wise Voices guest speaker, Dr. Gladys McGarey, shared the stage with The Marsh, A Center for Balance and Fitness Founder Ruth Stricker, to give attendees valuable nuggets of wisdom about life, healing and disease.

@Wellness_Org: @randizuckerberg says tech has given us so many advancements, but we also need to #unplug. We completely agree!

@farmgirl_fresh: Get on with your life! You are not your illness. #GladysMcGarey

@TweetDania: First General Session and the energy in the room is electric!

TECH TRENDS. Randi Zuckerberg opened the General Sessions with a timely talk about technology trends and how they are changing the spa landscape. December 2015

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ISPA VISIONARY AWARD.

Ă&#x2030;minence Organic Skin Care President Boldijarre Koronczay left the audience bursting into laughter with his own brand of wit and humor during his acceptance speech of the 2015 ISPA Visionary Award during the General Session, sponsored by HydroPeptide.

BUILDING BRIDGES. Attendees had several

Riversong Spa: So amazing to be in Vegas and celebrating Boldijarreâ&#x20AC;&#x2122;s ISPA Visionary Award for his contributions to the industry. The event is amazing and is exceeding my expectations!

opportunities to build their business networks and connect with peers, including at the ISPA Expo Reception which was sponsored by Elemis.

EXPO CONNECTIONS.

@CourtSyverson: Amazing week spent with old friends, meeting new friends, and collaborating with the best in the industry.

Attendees used their Expo time to not only discover new products and technologies, but also connect with potential resource partners who could give their spas the business edge they need.

@StefanieAMullen: Great day at #ISPA2015. So many fabulous beauty products to get lost in. I never want to leave!

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SECOND STAGE TALKS. Attendees flocked to the Second Stage to listen in to bite-sized talks from experts, guest speakers and industry peers on relevant business topics.

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IDEAS AND INSIGHTS. With several concurrent sessions to choose from, attendees had every opportunity to pick the educational sessions that meet their business needs the most. @AvantGardSpa: Lots of spa-ducation going on here, joined by spa professionals from 43 countries.

@BodySugaringAus: Blessed to be listening to such great minds. Innovation is everywhere.

SCIENCE IN WELLNESS.

Dr. Pamela Peeke helped shed light on exciting scientific discoveries, like microbiomes and epigenetics, which affect how we view health and wellness.

@DamonCoryWatson: @PamPeekeMD talks tech, data, and scienceâ&#x20AC;&#x201D;exciting stuff at #ISPA2015.

A TIME TO PAUSE. Attendees took time to pause at the Relaxation Area, de-stressing while learning the latest treatment protocols and scientific breakthroughs in skin care and spa treatments.

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TAKE A BREAK. When it was time to recharge and take a break, attendees huddled with peers over a cup of coffee or tea offered during the daily Morning Coffee, Morning Refreshers and Energy Breaks. @bellasante: The ISPA huddle. General Session break!

@SpaChappelle: @DrBerticeBerry, you have my heart WIDE open...#deepgratitude.

STORIES FROM THE HEART. Dr. Bertice Berry rocked the General Session stage with her inspiring stories that left the audience laughing, inspired and energized.

@Lornamac80: Omg, there are not enough words to express how amazing that talk was! @DrBerticeBerry, you truly are an inspiration.

ISPA Foundation's Mary Tabacchi Scholarship recipients Taylor Toreno and Anne-Liise Verpson were all smiles as they were recognized on the General Session stage.

amypurdygurl: Honored to be the keynote speaker today for the #ISPA2015 Conference in Vegas! It literally is “coming home” for me. I lived in Vegas and as a massage therapist, I would come to this Conference to learn about new products. Now, 15 years later, I am the keynote speaker! Pretty amazing how life works! #fullcircle

@SpeakMillennium: What an inspirational keynote this morning at #ISPA2015! Thank you @amypurdygurl for sharing your story!

@EstheMentor: Amy Purdy will make you feel like you can conquer the world!

A TALE OF COURAGE. Amy Purdy shared a personal story of courage and resilience, telling ISPA attendees to be unafraid to declare their life purpose and to use the power of intention. MAKING A DIFFERENCE. Red Door Spas SVP Spa Operations and Strategic Retail Development Sharilyn Abbajay accepted the 2015 ISPA Dedicated Contributor Award with a grateful heart, looking back at her journey and challenging ISPA attendees to have the courage to fail in order to succeed.

@AprilleRay: “Don’t seize the moment, let the moment seize you.” - Sharilyn Abbajay @ISPAConference.

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@LECSpaEquipment: Join the Live Auction at #ISPA2015. There are many interesting things.

OH, IT’S ON! Attendees stirred up a friendly bidding war at this year’s ISPA Foundation Live & Silent Auctions as they outbid peers for a chance to win exciting products, one-of-a-kind collectibles and Great Escapes generously donated by the ISPA community. This year’s auctioneers—Dr. Bertice Berry, Keith Howard and Jean Kolb—helped raise the stakes.

December 2015

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CHANGING HOW WE EAT. Chez Panisse founder and food revolutionary Alice Waters accepted the 2015 ISPA Humanitarian Award with grace and humility, challenging the ISPA community to help spark a love for clean and sustainable food choices in order to nourish the mind, body and soul.

@dfiske: Real food fans the flames for our bodies to regenerate. @AliceWaters

@LiveLoveSpa: Not a dry eye in the room! Thank you @scottharrison for inspiring us all to make a change!

AGENT OF CHANGE. charity: water founder Scott Harrison closed the General Session with his moving story of courage to heed the call for personal redemption and bring clean water—one of life’s most basic necessities—into the lives of those who need it most. @RannonGale: @scottharrison, thank you for giving such an amazing speech this morning at #ISPA2015. Can’t wait to donate my next birthday. (CONTINUED ON PAGE 50)

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EXPLORE THE PAST, RELIVE THE MOMENT (CONTINUED FROM PAGE 48)

KEEP CALM AND PARTY ON. ISPA attendees partied the night away as they wrapped up the 2015 ISPA Conference & Expo with a fun Farewell Party at LIGHT Nightclub sponsored by Technogym.

jamuspa: #ISPA2015 Conference just keeps getting better & better! #spalife

Cheers! Attendees raised their glasses to another successful ISPA Conference & Expo.

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Our Sponsors

Thank You for the Love PLATINUM

SILVER

Elemis

AMSkier Agency Inc.

HydroPeptide Matrix Fitness

Bio Natural Inc dba BioRepublic SkinCare

ResortSuite

COOLA Suncare

Technogym

Element Eden

Zenoti

Éminence Organic Skin Care FarmHouse Fresh

@spasofamerica: Kudos to all participants for an incredible #ISPA2015! Save the date Sept 13-15, 2016 for #ISPA2016.

2016 ISPA CONFERENCE & EXPO

GOLD

Grounded Beauty

BABOR

LEMI GROUP

colorescience

Mio Skincare

[ comfort zone ] north america

Natura Bisse International

Decléor

Organic Male OM4

Dr. Dennis Gross Skincare

Skin Authority

Dr. Hauschka Skin Care

WebMD

FIT Bodywrap

Zents Body Care

jane iredale – THE SKIN CARE MAKEUP Jurlique

BRONZE

Naturopathica

American Spa Magazine

PAR Springer-Miller

Coastal Salt & Soul

SEPT. 13 - 15, 2016

Phytomer Group Brands

EuroSpa Aromatics

TUESDAY-THURSDAY

Sanitas Skincare

Impact Cryotherapy

THE VENETIAN, LAS VEGAS, NEVADA

Spa Week Media Group, Ltd.

Intrinsics

SpaRitual

Kneipp

THALGO America

Max Pack & Apple Display Organic Spa Magazine RevitaLash Savvy Travelers Skin Inc. Magazine Youngblood Mineral Cosmetics

December 2015

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BUILDING A STANDOUT BRAND

Special Pulse Advertising Supplement

Éminence Organic Skin Care Firm Skin Acai Exfoliating Peel eminenceorganics.com | 1.888.747.6342

What are the key benefits offered by your product? The VitaSkin™ Exfoliating Peels are a collection of natural peel solutions that complement the existing routine for each of the four VitaSkin™ pillars: Firm, Bright, Calm, and Clear. These results-oriented home-care peels, formulated with alpha hydroxy acids and natural active ingredients, deliver visible results without the need for downtime.

What makes your brand a standout? Éminence products are proudly free of parabens, animal by-products, propylene glycol, sodium lauryl sulfates, harmful colorants and fragrances, mineral oils, petroleum, and other harsh cosmetic chemicals. They are also handmade without any severe heating or hydrogenating processes that can affect the nutritional content and potency of natural ingredients.

How do you encourage your team to be your brand’s biggest advocate? “We use feedback and ideas from our employees in the development of new products. This gets everyone on board because our employees know we are working to develop products which provide the solutions we are all looking for. We also invite all of our employees to participate in our charitable causes, including volunteering at Éminence Kids’ soup nights.” — Boldijarre Koronczay, President

FarmHouse Fresh Plum Chiffon Shea Butter All-Purpose Balm farmhousefreshgoods.com | 1.888.773.9626

What are the key benefits offered by your product? Please prepare to melt! Pure shea, cocoa and mango butters have been combined into our richest, solid scrumptiousness that melts on contact with skin, resulting in a massage oil that is heat-retaining, sultry and pourable. Scented with all-natural sugar-plum rose, it’s just beautiful for winter treatments.

What makes your brand a standout? “FarmHouse Fresh natural and organic spa products and celebrational treatments smell delicious. They also use regional ingredients harvested from U.S. farms like organic pumpkin puree. FarmHouse Fresh products were voted by American Spa magazine readers as one of the “Top 5 Favorite Body Care Lines” in 2012, 2013 and 2014.

How do you encourage your team to be your brand’s biggest advocate? “We are such fans of our own creations because each product begins with our true loves—good food and drinks. Our epicurean focus makes us a dream-factory of new product development, so the hardest part for our team is not advocacy, but the waiting time between concept and launch.” — Shannon McLinden, President and Founder

SPECIAL PULSE ADVERTISING SUPPLEMENT

Grande Naturals, LLC GrandeLASH-MD grandelash.com | 1.877.835.3010

What are the key benefits offered by your product? GrandeLASH-MD is a seven-time awardwinning eyelash conditioning serum that enhances your natural lashes while making them look longer, thicker and fuller in just four to six weeks.

How do you encourage your team to be your brand’s biggest advocate? “I know that my products work and I encourage my employees to use them and share their excitement about them with friends and family. The support for Grande Naturals grows because these products work and succeed in making users feel bold and beautiful.” — Alicia Grande, Founder and CEO

What makes your brand a standout? Grande Naturals, LLC offers a 90-day money back guarantee on all products as our way of assuring customers that every product works. Every product is not only intended as a cosmetic but serves a purpose to make users feel more youthful and beautiful.

HydroPeptide 5X Power Peel hydropeptide.com | 1.800.932.9873

What makes your brand a standout? HydroPeptide leads the anti-aging skin-care industry with a proprietary clean science approach that delivers unparalleled results by combining more than 70 botanicals and antioxidants with over 60 unique peptides, including a probiotic peptide preservative system. HydroPeptide retail products and professional treatment solutions are available worldwide in finer spas and dermatology offices.

What are the key benefits offered by your product? Our products contain ingredients like glycolic acid, lactic acid, salicylic acid, exfoliating peptide and mushroom enzyme. Resurface, clarify, brighten and smooth away the appearance of wrinkles with five powerful daily exfoliators. A retinoic-like peptide accelerates brightening and anti-aging results. Anti-redness peptides and antioxidant-rich red and green teas soothe the skin and quench free radicals.

How do you encourage your team to be your brand’s biggest advocate? “Practice what you preach! If my team does not believe I am the biggest brand advocate, they will never buy into what I want them to do. Genuine excitement in the mission, goal and objectives by your leader has an enormous impact on your team’s excitement to go out and do the work.” — Neal Kitchen, VP of Strategy & Development

SPECIAL PULSE ADVERTISING SUPPLEMENT

Pevonia International, LLC Stem Cells Phyto-Elite® Intensive Body Corrector Treatment pevoviapro.com | 1.800.PEVONIA

What are the key benefits offered by your product? A revolutionary product, these plant stem cells-based and high-performing products are perfect for in-spa treatment and at-home maintenance. Featuring a duodermal target repair technology, the extraordinary three-in-one exfoliating, contouring and regenerating wellness therapy infuses skin with the latest de-aging actives and natural stem cells to dissolve unwanted fat and cellulitic deposits, reduce skin sagging and repair sun damage.

What makes your brand a standout? Pevonia is made in the USA with European heritage. Empowering professionals with unique, exceptionally crafted formulas, Pevonia is a clinically proven, award-winning natural skin care that takes pride of its advanced manufacturing and delivery systems for optimum absorbency. It boasts of unprecedented support via dedicated account executives and technical/practical/business-building training from multi-licensed, industry-leading educators. Pevonia is a market pioneer and global leader—126 countries strong!

How do you encourage your team to be your brand’s biggest advocate? “I encourage my team through a unified vision and powerful flow of ongoing communication! By keeping our entire organization abreast of all corporate initiatives, philanthropic outreach, education, sales and marketing efforts, we empower them to remain connected and engaged with the company and brand at all times. We are all passionate ‘Pevoniacs!’” — Philippe Hennessy, President/CEO

Phytomer Group Brands PHYTOMER XMF WHITE Skin Translucency Cream phytomerusa.com | 1.800.227.8051

What are the key benefits offered by your product? Phytomer’s biotechnological innovations offer a comprehensive approach to anti-aging with our new XMF WHITE Skin Translucency Cream—the perfect cream to even out skin tone, erase dark spots and smooth out wrinkles. What makes your brand a standout? Phytomer is one of the only spa brands with our own laboratory where we research and manufacture our own exclusive active ingredients and cosmetic formulas to offer cutting-edge spa experiences and products that deliver remarkable, instant results. How do you encourage your team to be your brand’s biggest advocate? “Our team is passionate in creating solutions to the needs and challenges of our spa partners and in helping them become successful and profitable. Delivering these solutions while supplying natural, pure and sustainable products allows our partners to experience instant skin-care results that they can feel good about.” — Lenette Casper, President

SPECIAL PULSE ADVERTISING SUPPLEMENT

ResortSuite ResortSuite resor tsuite.com | 1.866.4RSUITE

What are the key benefits offered by your product? ResortSuite WEB is a unique, integrated booking engine that provides a “one-stop shop” for guests to book real-time accommodations, spa services/ treatments, activities/classes, golf tee times, ski lift tickets, purchase gift certificates and view online member statements. The ResortSuite Activity Scheduler will now allow guests to view scheduled classes, events, activities, programs and more in a highly visual, weekly view to allow guests to easily plan their stay itinerary.

What makes your brand a standout? The ResortSuite brand is synonymous with top-level integration and stellar customer care. ResortSuite SPA can stand alone as a best of breed spa software and can also integrate within the ResortSuite suite of modules, as well as very tightly with other popular PMS solutions, such as OPERA and LMS. Our team takes a lot of pride in listening to our customers’ needs and using their feedback to continue to innovate and grow ResortSuite.

How do you encourage your team to be your brand’s biggest advocate? “Many members of the ResortSuite team have actually come from a hospitality background. They understand the ins and outs of our customer’s businesses and really strive to make the product work for them. Our team believes in our product and we are constantly brainstorming innovations to push the boundaries of guest-experience technology.” — Frank Pitsikalis, Founder & CEO

RevitaLash Revitalash® Advanced Eyelash Conditioner revitalash.com | 1.877.909.5274

What are the key benefits offered by your product? RevitaLash Advanced Eyelash Conditioner is the heart of the RevitaLash brand and features our most innovative technology for lash beauty. Our proprietary technology, BioPeptin Complex®, helps condition the lashes and defend against breakage and brittleness for more dramatic and luxurious eyelashes. What makes your brand a standout? The RevitaLash brand started as a single product that revolutionized the beauty industry. We created a new category with our ground-breaking technology and helped thousands of women feel more confident and beautiful. In 2016, we will celebrate 10 years in business and feel fortunate that we are known as a company with a heart—trusted for safety, performance and beautiful lashes.

How do you encourage your team to be your brand’s biggest advocate? “We educate our team on our unique heritage and inspire through the fundamental philosophies that we have held since our inception—to draw forth natural beauty through the creation of highly innovative products utilizing best practices in quality and safety. Each team member carries this ethos forward, creating a strong network for success and growth.” — Dr. Michael Brinkenhoff, Founder/President and CEO

SPECIAL PULSE ADVERTISING SUPPLEMENT

2015 ISPA CONFERENCE & EXPO Additional Silver Sponsors AS OF OCTOBER 21, 2015 AMSkier Agency Inc. The Daily Pulse, Monday’s Edition AMSKIER.COM • 1.570.226.4571

What makes your brand stand out? Now in the third generation of family

leadership, AMSkier partners with clients to provide first-class insurance supported by “Broad Shoulders, Bright Ideas.” AMSkier is a distinguished insurance resource and true, caring partner dedicated to creating a culture of safety for its clients—whether it’s business or personal insurance and exclusive worldwide program for children’s camps or leading spas and resorts. What exciting new product or service are you showcasing this year? After

years of partnering with resorts, spas and hotels on a regional basis, AMSkier has launched a world-class partnership for leading resorts and spas across the country. We have created an inspired insurance program with cost-reduction strategies for workers’ compensation, reduced health-care costs with approved providers and proven prevention strategies, and workplace safety best practices that improve claim outcomes. How did your sponsorship at the 2015 ISPA Conference & Expo help create business opportunities for your brand? The 2015 ISPA Conference &

Expo was a great venue to meet spa owners across the country and introduce AMSkier’s new, national spa and resort insurance program.

Grounded Beauty The Daily Pulse, Wednesday’s Edition GROUNDEDBEAUTYWHOLESALE.COM 1.888.223.8454

What makes your brand stand out? Grounded Beauty Massage Table Pads help

to prevent work-related inflammation in massage therapists and estheticians’ bodies. Over a period of 15 years, Earth FX Inc., with researchers from five different universities, performed and published 18 peer-reviewed studies which showed how grounding prevents inflammation and stress. Grounding your massage tables is an important new tool to help maintain a long, happy and healthy career. What exciting new product did your company showcase at the 2015 ISPA Conference & Expo? Grounded Beauty offers major health and beauty results with

no extra work. Grounded Beauty Silver Pillow Cases, made with silky silver fiber fabrics, reduce inflammation and promote facial skin blood flow. A perfect product to help generate new revenue, Grounded Beauty Massage Table Pads drains static and stress from clients’ bodies. This reduces inflammation in massage therapists and estheticians’ bodies. Results are immediate and evident. How did your sponsorship at the 2015 ISPA Conference & Expo help create business opportunities for your brand? We were able to have a sample

of our new Grounded Beauty Pillow Case delivered to every attendee’s hotel rooms at the Mandalay Bay Hotel & Casino so they could experience better sleep while at the ISPA Conference & Expo. It was a fabulous way to market the product!

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Natura Bissé International Morning Coffee NATURABISSE.COM • 1.972.791.1500

What makes your brand stand out? Natura Bissé’s continued commitment to research, development and innovation has resulted in the creation of exceptional lines based on the use of the highest concentrations of highly effective ingredients and new textures. All of these lines are developed with cutting-edge technology that has become the trademark feature of Natura Bissé’s identity and prestige. What exciting new product did your company showcase at the 2015 ISPA Conference & Expo? Natura Bissé presents Oxygen Body Perfection, a purifying ritual that revitalizes and deeply hydrates to restore the skin’s beauty and freshness. Utilizing powerful ingredients such as quinoa extract, chia oil, spirulina algae and artichoke extract, this body-revitalizing experience eliminates toxins, reduces fluid retention and provides an excellent source of antioxidants to the skin. How did your sponsorship at the 2015 ISPA Conference & Expo help create business opportunities for your brand? ISPA always provides a wonderful platform for Vendors and Buyers to strengthen existing relationships and create new ones. Natura Bissé loves and welcomes all opportunities to share with all attendees the latest innovation through beauty and luxury skin-care.

ASK THE EXPERT

TANYA CHERNOVA

TANYA CHERNOVA returned at this year’s ISPA Conference & Expo as a Professional Development Session (PDS) speaker to tackle the importance of goal-setting and its role in achieving success. “Each business begins with a vision for success. Goals help us chart our course toward the fulfillment of this dream in small, manageable and measurable steps,” Chernova says. Here, she dives deeper to share practical tips on how to set goals, track milestones and measure success.

PULSE: Why is goal-setting important in any business? Tanya Chernova: Goals are essential to propel ourselves through life and carve out certainty from the unknown. They serve as motivations to keep on working, learning, giving and creating. They serve as landmarks on how far we have come, how much we have grown and how much we have achieved. Studies have proven over and again that people and businesses with clear goals achieve more over their lifetime and have a higher rate of happiness and fulfillment. As humans, the feeling of success propels us forward. Setting and achieving short-term goals energize us as individuals and as a team. It reassures us, that despite the unknowns, what we are doing is working. This gives us the courage to keep risking and growing. P: Can you share at least three of the most essential things to keep in mind when setting goals? C: First, set purpose-driven goals that reflect the mission of your spa. A task-driven goal such as “smile at every guest” makes them feel robotic and doesn’t create an authentic connection to the “why.” A purpose-driven goal to achieve the same outcome is to say: “It’s our goal to make every guest feel welcome, safe and relaxed; that’s why we begin every visit with a loving and genuine smile.” Task-driven goals can feel like a burden. Purpose-driven goals feel inspiring and encourage us to grow. Second, set clear expectations and provide an example so the team can visually connect to what the outcome looks like. In other words, role play the scenario you wish to see in your spa so everyone has a common vision of what you are looking for. 60 PULSE

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Finally, find a fun or creative way to follow up or check in on a daily basis (or help them self-evaluate their performance). Any new habit requires reinforcement from the beginning until it becomes a neuronal pattern in the subconscious mind. P: How can managers ensure that employee goals are aligned with the company’s overall strategy and mission? C: Set goals that feel inspiring when others hear them. Begin your sentence with “At ______ spa, our mission is to…. Therefore, our goal is to….” P: Can you share some tips on how to regularly track goals? C: Goals are set in the conscious mind, which is engaged in only one to five percent of our day. Ninety-five to 99 percent of the time we are in the default, automatic subconscious mind. We simply forget the new thing that’s required of us if it isn’t top of mind. Find an easy way for team members to review their goals at least once a day. If you can, make it a mantra, a song or a rhyme so it’s easier for team members to make a connection. Make the time to meet one-on-one at least once a month and to have daily team huddles that last no longer than three minutes to remind teams to focus on the spa mission and how achieving their goals make a difference. MISSED CHERNOVA at this year’s ISPA Conference & Expo? Purchase the PDS Audio Recordings to hear all of the educational sessions, including Chernova’s talk on goal-setting.

P: What are some of the common measurement metrics to consider when measuring goal success? C: Every goal has key performance indicators such as number of guests seen per day, number of retail units sold per guest, percentage pre-booked, increase in average service ticket, and so on. The key is to look at the goal and ask yourself: “What are the indicators that prove I am moving in the right direction or achieving my result?” P: How important is reward in motivating employees to meet their goals? C: Rewards are subjective. Find out what motivates your team and do more of that. I highly recommend reading The 5 Love Languages of Appreciation in the Workplace by Gary Chapman and Paul White. Always find time to give meaningful acknowledgment as every person inherently wants to know they matter. Purpose-driven goals create internal fulfillment with less requirement for material reward. Task-driven goals—or goals that generate money require compensation. Commissions, bonuses or gifts have to be enough to count. Sometimes, fear or apathy holds people back from trying so the reward has to outweigh these two emotions. n

Apps That Help Track Goals and Form New Habits

irunurun.com

habitlist.com

stridesapp.com

lifetick.com

goalsontrack.com

nozbe.com

WHAT ARE SOME of the common mistakes managers make when setting employee goals? Click here to read more insights from Chernova.

How to Help and Motivate Employees Not on Track in Meeting Goals Ask them to explain the goal to see what their perspective of it is. It is likely that they don’t see the big picture. Ask them to reformulate the goal so they feel they own it. Help them write down the exact step-by-step process they have taken to achieve their goals and find out where the breakdown may be. Discover what is sabotaging them. What are the negative thoughts or obstacles in their way? What are their core beliefs? What new self-talk or habits will they need to form in order to succeed more consistently? What support do they require? Each person requires something a little different. Ask them what the best way is to keep them on track.

SUCCESS STORIES

Inspiring Tales of Startups, Growth and Overcoming Hardships

From Small-town to Global Brand STEWART GRIFFITH

TouchAmerica Inc. • Mebane, North Carolina

ometimes, a business opportunity may be sparked by a stroke of romantic serendipity. This is how the TouchAmerica Inc. story was born. The idea for the business came when TouchAmerica Inc. President Stewart Griffith first met his wife Robin Zill at a party. “She had just become a massage therapist and didn’t have a massage table,” Griffith recalls. “So I offered to build her a portable massage table—hoping to get a date!” Filling the Gap The couple soon saw a business opportunity to serve a young but growing spa industry in the early 1980s. Griffith and Zill eventually decided to take advantage of the burgeoning spa industry and launched TouchAmerica Inc. in 1983. “TouchAmerica Inc. identified the need for quality massage tables and spa equipment,” Griffith says. “We knew we were uniquely positioned to serve this booming market.” Today, the company has grown from a small-town portable massage table manufacturer into a global supplier of wellness furniture and equipment. Aside from its factory located in North Carolina, the company also has international partners, specifically in China, as part of its global expansion strategy. TouchAmerica Inc. has teamed up with Double Dragon Furniture Factory to provide outside U.S. clientele original equipment manufacturer (OEM) and customized products and solutions. “Beyond manufacturing, we have become a 360-degree solutions provider for longtime customers like Aveda, Hyatt Hotels Corporation and Starwood Hotels & Resorts Worldwide Inc. We are honored these high-profile companies look to us to offer innovative ways to bring spa and wellness services to the public,” he says. Focus on Sustainability TouchAmerica Inc. and its overseas operation, Touch International, strive to embrace sustainability in all aspects of its operations. “From the original TouchAmerica Inc. massage table made 62 PULSE

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from a salvaged shipping pallet, to our first manufacturing facility located in a re-commissioned textile mill, we have a deep commitment to preserving the environment,” Griffith says. “At the request of our longtime clients Estee Lauder, Aveda and L’Oreal, TouchAmerica and Touch International are frequently audited for environmental and social compliance. We always pass with flying colors!” One of the most challenging times for the company, and for Griffith personally, was the passing of Robin, his wife of 25 years. “Robin’s passing in 2007 from cancer was pivotal for the entire company,” Griffith says. “Robin was a driving force in the spa industry. A founding ISPA Board member, she holds the title of being the only spa professional to be honored with both the ISPA Visionary Award and ISPA Dedicated Contributor Award.” Continuing the Legacy Carrying on her mother’s legacy of social consciousness is daughter Aubrey, who is the driving force behind GlobalTouch Program, TouchAmerica Inc.’s charitable initiative. “I’m proud that my son, Hart, and daughter, Aubrey, are part of the business, continuing on the path Robin and I forged with that first massage table more than 30 years ago,” Griffith says. To help envision creative wellness solutions for spas, salons, lodging and retail, the company formed an advisory board. “The board represents the top echelon of spa developers, designers, architects, operators and suppliers—including former ISPA Chairman Deborah Waldvogel, current ISPA Board member Blake Feeney, and former ISPA Board members Cheryl Hartsough, Thor Holm and Diane Trieste,” he says. When it comes to secret to longevity and success, Griffith says it’s important to focus on the customer. “Support your customers with innovative products that match their current needs. Listen to them constantly for feedback and new ideas,” he says. “In addition, stand behind your work. Don’t shy away from admitting a mistake and correcting it. And don’t ever give up. You can’t lose if you don’t quit.” n

ISPA FOUNDATION

HANDING OVER THE REINS

mmediate Past ISPA Foundation Chairman Jeff Kohl welcomes Frank Pitsikalis into his new role as ISPA Foundation chairman. In a friendly chat, Kohl connects with Pitsikalis to talk about his vision for the ISPA Foundation and its initiatives. JEFF KOHL: When I first stepped into the ISPA Foundation chairman role off the heels of past ISPA Foundation Chairman and SpaBiz President Edwin Neill, I was most eager to build upon key initiatives like education and research, which help to strengthen ISPA’s voice in the industry. As I hand over the reins to you, what do you look forward to achieve as the new ISPA Foundation chairman? FRANK PITSIKALIS: The ISPA Foundation must continue to provide the industry with the vital research and education it needs to grow and help identify exciting new opportunities. I look forward to working with spa leaders, resource partners, sponsors and complementary organizations to help fund new initiatives that will provide our industry with the resources to continue to grow.

In the past years, we’ve successfully extended mentorship opportunities to ISPA Foundation Mary Tabacchi Scholarship recipients. What ISPA Foundation-led initiatives do you envision that could further help develop future spa leaders? P: I believe the Mary Tabacchi Scholarship has been such an important initiative for ISPA to help engage young, potential leaders in our industry. The selection process alone is a special opportunity for our future leaders to engage with so many amazing and established leaders who dedicate their time to the process to select and mentor the new graduates. I believe we can continue to find new opportunities to inspire strong, young leaders to realize that the spa industry is a wonderful industry to be a part of. If we want to continue to grow as an industry, our best and brightest must stay engaged and inspired.

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

It’s amazing to think ISPA turned 25 this year. If you can go on a time-machine, how do you envision another 25 years of ISPA’s history? P: I foresee such exciting times ahead for ISPA in the next 25 years. As year after year, I see strong leaders from around the world join the ISPA Board and our committees, I can’t help but think about what their unique brand of leadership will do to continue to strengthen our association and our industry. I see ISPA doing many more events and initiatives globally so that many more spa professionals around the world will find more opportunities to leverage our resources and ensure a vital global spa community is that much closer together with the help of ISPA.

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

TO READ MORE, click here. Plus, be sure to visit biddingforgood.com to join the ISPA Foundations' monthly online auctions. This month's auctions features products by Elemis.

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Massage Envy Franchising, LLC Red Door Spas

A Day in the Life! BY CHRISTINA BUSWELL

ANN BROWN CEO, Saltability Spa Director, Spa Shiki

hen Saltability CEO and Spa Shiki Spa Director Ann Brown saw the waste and the toxic chemicals used in cleaning up hot stones after a traditional hot stone massage treatment, a business idea struck her. Why not create an innovative product that not only provides the therapeutic benefits of hand-carved Himalayan salt stones but also eliminates waste and the timeconsuming cleanup? It was then that she started working with an engineering company to create an ecofriendly, nontoxic warmer that requires no water to heat up mineral-rich Himalayan salt stones. This, in the process, required no heavy cleanup after a hot stone massage treatment. Saltability, among many ISPA Expo success stories, was launched at the 2014 ISPA Conference & Expo. “My motto is ‘go big or go home,’” Brown says, referring to her decision to launch her company. During the launch, they brought in two therapists who performed specialized treatments to attendees. Eight out of the 10 spa

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.

directors or owners who received the treatment on-site eventually became clients. Today, Brown juggles her time between expanding the business clientele, keeping track of inventory, providing support to staff members and most importantly, spending quality time with family. H 6:30 am Speed-walks for 25 minutes, followed by an hour of hot barre class at Spa Shiki where she also works as spa director. H 9 am Takes a cup of Bulletproof Decaf coffee with coconut butter while planning three tasks to accomplish for the day. “I try to complete two to three tasks each day, keeping in mind the size of the task and knowing that some are more of an on-going project.” H 10 am Sets a priority list for emails

and checks retail orders that need to be shipped. H 12:30 pm Lunch with the husband. “He works very close by. Having lunch together gives us time to catch up since we have a 10- and an 11-year-old who want us to give them most of our attention.” H 1 pm Takes a look at inventory levels to ensure that future orders are fulfilled in a timely manner. H 2 pm Checks emails. “I usually have a daily chat with our PR person to go over any opportunities to get social media exposure or editorial space.” H 4 pm Picks up the kids from school. “I head home with them after school three days a week to do fun stuff like kayaking or jet-skiing since we live close to a lake. The other two days, I work as efficiently as I can to tie up any loose ends. n

Day-to-day challenges: “Not getting distracted and staying on my mission of accomplishing two to three goals a day is often the most challenging part of my day. I have come to realize that there is as much of an entrepreneur in my head as a manager—-and those are two very different hats to wear. Sometimes I just need to give myself a minute to figure out which one to put on and which one to take off.” Time-management: “I am quite mindful to stay productive especially as I grow my own business. I am even more mindful to give back to myself after a very busy day and that might include yoga, walking, kayaking, a Himalayan detox bath or some reading.” Most rewarding part: “Seeing new clients fall in love with using Himalayan salt stones and salts for spa treatments.”

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he monthly Snapshot Survey gives ISPA members the opportunity to participate in useable and relevant industry research. Septemberâ&#x20AC;&#x2122;s survey asked members to share ways they keep their treatment and retail product lines fresh and up-to-date. The spa industry is constantly evolving and the survey results provided a very encouraging picture of an

industry that is constantly striving to keep up with trends and exceed customer expectations. Eighty percent of respondents said they are looking to add or change retail product lines while 63 percent are looking to change their treatment offerings. The report also outlined creative incentives implemented by spa respondents to help motivate staff members to sell, including contests, gift certificates, monthly round tables and bonuses. Resource partners, on the other hand, tend to focus on strategic marketing and rollouts for their new products. Education is their other area of focus, as new products require training to sell effectively.

CHECK YOUR INBOX for the next Snapshot Survey link and participate in the survey to receive the full monthly results.

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DECEMBER 2015

ISPA NEWS

December is... l

World HIV/AIDS Awareness Month

Safe Toys and Gifts Awareness Month

Universal Human Rights Month

1 6 9 10 11 13 14 18 24-31

World AIDS Day

First Day of Hanukkah

National Pastry Day (U.S.)

Worldwide Human Rights Day

Start 2016 with a Clean (and Updated) Listing! hen did you last update your ISPA member profile? Help ISPA ensure that we have the most up-to-date information for you and your company by taking a few minutes this month to check your listing. Remember, this is how fellow industry peers and spa-goers can connect with you.

UPDATE YOUR MEMBER PROFILE 1. Log on to experienceispa.com. 2. Click “Manage My Account” in the top-right corner under the My Account button. 3. Use the Edit button to change any information.

Last day to complete December Snapshot Survey

International Children’s Day

Last day of Hanukkah

December Snapshot Survey results available

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ISPA offices closed for the winter holidays

Christmas Day

Boxing Day (the U.K., Barbados, Canada, Hong Kong, Australia, Bermuda, New Zealand, Kenya, South Africa, Guyana, Jamaica, Trinidad and Tobago) New Year’s Eve and National Champagne Day

The Gift that Keeps on Giving The Professional Development Session (PDS) Audio Recordings from the 2015 ISPA Conference & Expo are a great resource to share with your team and help generate fresh ideas and inspiration for your business! Whether you missed this year’s ISPA Conference or were only able to attend to a few of the sessions, this complete package allows 24/7 access to a wealth of expert insights and information. Visit experienceispa.com to purchase this educational tool which can help guide your business! December 2015

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PRODUCT SPOTLIGHT

1. Male Factor. Elemis added Anti-Fatigue Day Cream and Anti-Fatigue Eye Gel to its Men skin-care collection. The

moisturizing day cream contains Amazonian Pracaxi oil that regulates imbalances in the skin’s hydration levels. The eye gel contains sugar-beet Betain, yeast extract and Golden Root to reduce signs of fatigue. ELEMIS.COM | 1.866.643.0856

2. Alligator Totes. Action Bag Company’s embossed alligator-textured and reinforced grommet rope handle bags

offer an upscale appeal. Available in two sizes and in black or white. ACTIONBAG.COM | 1.800.824.2247 3. High-Class Relaxation. Gharieni Group’s Corian® Collection, which consists of the wellness table MO1, the 3

FINDS

GHARIENI.COM | 0.2841.88.300.0

4. All-day Wear. Osmosis Pur Medical Skincare’s Longwear Lipstick comes in eight shades, each with advanced mineral

Looking for products to add to your spa or retail list? Here are

some good finds.

designer table Libra for hydro treatments and the new multifunctional PediSpa. The Corian Collection is made of a solid, non-porous material by DuPont™.

pigment color for intense vibrancy and a matte, cashmere soft finish. OSMOSISSKINCARE.COM | 1.877.777.2305 5. Turn Back the Hands of Time. Vie USA’s TIME CONTROL Deep Wrinkles EGF Serum is a high-tech

anti-aging serum packed with an Epidermal Growth Factors (EGF)-mimicking peptide to reprogram the youthful functions of the skin. VIEUSA.COM | 1.877.843.0800

6 7 5

6. S.O.S. Dry skin? Kerstin Florian International’s Winter Rescue Kit contains Travel Neroli Cleansing

Milk, Travel Neroli Water, Travel Rescue Crème and Eye Rescue Sachet, At-Home Peel Pad Sheet and Brightening Eye Crème Sachet in TSA-approved sizes, making the kit perfect for holiday travels! KERSTINFLORIAN.COM | 1.888.537.7846

7. Inspiring Reads. New Harbinger Publications releases a collection of gift-perfect books, including

Ready, Set, Breathe: Practicing Mindfulness with Your Children for Fewer Meltdowns and a More Peaceful Family by Carla Naumburg, Ph.D. and Big: The Little Book of Change by Amy Johnson, Ph.D. NEWHARBINGER.COM | 1.510.652.0215

8 8. Hand Rejuvenation. Jan Marini Skin Research Inc.’s Marini Luminate Hand Cream helps to improve texture, 9

brighten overall skin tone, decrease the appearance of wrinkles and lighten the appearance of pigment. JANMARINI.COM | 1.800.347.2223

9. Supreme Nourishment. Phytomer Group Brand’s Pionnierre XMF Perfection Youth Rich Cream combines

breakthrough biotechnological anti-aging power with a lipid-replenishing marine oil for intense nourishing and moisturizing. PHYTOMERUSA.COM | 1.801.284.8200 10. No-Rinse Body Treatment. Makes Scents Natural Spa Line’s “Versatile” Body Treatment Line offers spas the

option to offer body treatments without the need for rinsing. MAKESCENTSSPALINE.COM | 1.717.824.3094

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ISPA STAFF Proudly serving ISPA and the ISPA Foundation Lynne McNees • President lynne.mcnees@ispastaff.com • 1.859.226.4260

Kerri Keefer • Director of Exhibitor Relations kerri.keefer@ispastaff.com • 1.859.226.4207

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

Briana Lee • Project Manager briana.lee@ispastaff.com • 1.859.219.3527

Katherine Blake • Project Manager katherine.blake@ispastaff.com • 1.859.226.4354 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 Sarah Harmon • Customer Experience Manager sarah.harmon@ispastaff.com • 1.859.219.3512 Allie Hembree • Public Relations Manager allie.hembree@ispastaff.com • 1.859.425.5072

Mae Mañacap-Johnson • Editor mae.manacap-johnson@ispastaff.com • 1.859.425.5062 Allison Martin • Membership Account Executive allison.martin@ispastaff.com • 1.859.226.4334 Tara Salah Eldin • Project Coordinator tara.salaheldin@ispastaff.com • 1.859.219.3615 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 Elyse Vincent • Membership Manager elyse.vincent@ispastaff.com • 1.859.226.4314

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.

AD INDEX

ISPA Welcomes New Members to the ISPA Community

ISPA would like to thank the following Pulse advertisers for their support of the association: Älsa Energy 31 1.844.438.2572 alsaenergy.com

Matrix Fitness 5 1.866.693.4863 matrixfitness.com

AM Skier Agency Inc. 59 1.570.226.4571 amskier.com

Natura Bisse International 1.972.791.1500 naturabisse.com

Bed of Nails 45 1.424.442.0660 bedofnails.org

Nelly De Vuyst 23 1.800.263.8888 derme.ca

Chaleur Beauty By Forever Young Intellectual Property, LLC 13 1.844.242.5387 foreveryoungintellectualproperty. com/chaleur/

Noel Asmar Group Inc. 49 1.800.772.1408 noelasmaruniforms.com

CND 61 1.800.833.6245 cnd.com Coastal Salt & Soul 63 1.310.321.7845 coastalsaltandsoul.com Éminence Organic Skin Care IFC, 1 1.888.747.6342 eminenceorganics.com ESPA International (US) Ltd. 17 1.888.705.0102 us.espaskincare.com FarmHouse Fresh INSERT 1.888.773.9626 farmhousefreshgoods.com Fitness on Demand 25 1.877.474.0505 fitnessondemand247.com G.M. Collin Skincare 1.800.341.1531 gmcollin.com

HydraFacial MD – Edge Systems LLC BC 1.800.603.4996 skinhealthforlife.com HydroPeptide 9 1.800.932.9873 hydropeptide.com

PCA Skin IBC 1.877.722.7546 pcaskin.com Phytomer Group Brands 1.800.227.8051 phytomerusa.com

ResortSuite 3 1.866.477.8483 resortsuite.com Sonäge Skin Care 1.818.772.1490 sonage.com Sothys USA Inc. 1.305.594.4222 sothys-usa.com

SpaRitual 20, 21 1.818.988.2228 sparitual.com Spa Week Media Group, Ltd. 43 1.212.352.8098 spaweek.com True Results 29 1.800.445.6457 biotone.com/true-results Youngblood Mineral Cosmetics 69 1.805.577.0102 ybskin.com Vie USA 26 1.877.743.0800 vieusa.com

Special Pulse Advertising Supplement Éminence Organic Skin Care 53 FarmHouse Fresh 53 GrandeLASH–MD 54 HydroPeptide 54

Pevonia International, LLC 55 Phytomer Group Brands 55 ResortSuite 56 RevitaLash 56

Bold indicates year-round Pulse advertisers and 2015 ISPA Conference & Expo Sponsors.

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EDUCATOR Hugh Jones Margaret Kleber Reneta McCarthy Wilson Lee RESOURCE PARTNER Back Label California Wilshire Appraisal, Inc. DreamTime Inc. Footnanny, Inc. FTR International Inc. N.V. Gamma & Bross USA Impact Cryotherapy Kirsti Wolfe Designs, Inc. La Mer Nordic Hotel Consulting Satya Jewelry SkinCeuticals So Pretty Cara Cotter SpaMedix Sparkle Collagen The Industry Source The Marshall Plan Total Spa Concepts True Results WellnessMats Fitness SPA A La Mode Spa and Salon Abilene Christian University Au Premier Expert Cheveux Spa Urbain Avenue Apothecary & Spa Beaches Ocho Rios Blue Harmony Spa Body Sage Spa at the Rusty Parrot Lodge Bombshell Beauty Lounge Euphoria Wellness Spa Four Seasons Buenos Aires Glade Spring Spa GRUPO VIDANTA RIVIERA MAYA Healthland LLC Hilton Barbados Resort Hilton Waikoloa Village Hotel Del Coronado Makn Lmnade Inc Massage Life Center Merle Norman Spas

Organic Plum Studio Pier House Resort & Spa Remede Spa Remede Spa at St. Regis San Francisco Riversong Spa Sanctuary Spa at Jeffrey Ridha M.D. Sandals Ochi Beach Resort Sandalwood Spa Seminole Hard Rock Hotel & Casino Shady Canyon Golf Club Skyline Spa & Health Club Spa 10 Spa Botanica San Marcos, Embassy Suites San Marcos Hotel, Spa and Conference Center Spa Unique SpaHalekulani The Alaska Club The Fairmont Le Chateau Montebello - The Spa The Ritz-Carlton, Kapalua Wailea The Spa at Luxor The Spa at Sun Valley The Spa at Willows Lodge The Zen Spot Treasure Island Resort and Casino SPA UNDER DEVELOPMENT Five Wellbeing Flawless Skin & Body Care Joi Center OMassage Prosperity LLC Sycamore Spa STUDENT Bonyad Neshan Brooke Devlin Daivelyn Silva Elyse Wolin Jeremiah Sammons Kathy Mitchell Lori Moore Magnus Giaever

EDITOR’s NOTE: This list includes new members from September 30, 2015 – November 17, 2015. You can access the online membership directory at experienceispa.com.

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.

SOCIAL CONNECTIONS

FULYA ATALAY / SHUTTERSTOCK.COM

6 7 SUSAN MICHELE

n PRESIDENT OF OPERATIONS n MILK + HONEY SPA n AUSTIN, TEXAS

1. Book currently reading: Leaving Time by Jodi Picoult

5. Favorite musician: Yo-Yo Ma

2. Favorite travel destination: The Abacos, Bahamas

Can’t-live-without cosmetic: Lip balm

3. Most used app(s): todoist, Flipboard

6. Favorite charity to support: Feeding America

4. Fitness routine: Yoga and walking along the hiking trail around Lady Bird Lake in Austin, Texas.

Inspirational business icon: Dame Anita Roddick

Favorite inspirational quote: “What lies behind us and what lies before us are small matters compared to what lies within us.” — Oliver Wendell Holmes

Best piece of advice you’ve received: Ask “why not?” n

7. Hotel amenity you can’t live without: Luxe bathrobe

December 2015

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STYLING & PHOTO BY ECHOSTARMAKER.COM

riting a monthly column is a challenge and we are always searching for inspiration. Over the years, I have gathered inspiration from Ruth Stricker’s the Marsh Monthly newsletter. The recent October issue particularly

resonated with me. Ruth’s column opened with a story many of you may be familiar with: One day a professor handed out an exam to his students with the text facing down, as usual. He asked the students to turn over the papers. To everyone’s surprise, there were no questions—just a black dot in the center of the sheet. The professor told them: “I want you to write about what you see on there.” At the end of the class, the professor took all the exams, and started reading each one out loud, in front of all the students. All of them, with no exception, defined the black dot, trying to explain its position in the center of the sheet. After all had been read, the classroom silent, the professor started to explain: “I’m not going to grade you on this, I just wanted to give you something to think about. No one wrote about the white part of the paper. Everyone focused on the black dot—and the same happens in our lives. We have a white piece of paper to observe and

FOLLOW ME ON TWITTER! @LynneMcNees

enjoy, but we always focus on the dark spots.” “Our life is a gift given to us with love and care, and we always have reason to celebrate—nature renewing itself every day, our friends around us, the job that provides our livelihood, the miracles we see every day. However, we insist on focusing only on the dark spot—the health issues that bother us, the lack of money, the complicated relationship with a family member, the disappointment with a friend. The dark spots are very small when compared to everything we have in our lives, but they’re the ones that pollute our mind. Take your eyes away from the black dots in your life. Enjoy each one of your blessings, each moment that life gives you. Be happy and live a life filled with love!” As Ruth so eloquently stated in her summation of the story, “The professor’s point well taken— let us acknowledge the black spot and then fill out the white space with optimism, gratitude and celebration!” I am guilty of focusing on the black dot—if I don’t have something to worry about, those who know me know that one of my “gifts” is that I can quickly make something up to worry about! As we head into 2016 and reflect on our white space, let’s all make an effort to let the dot go and be grateful for the many things we have to celebrate.

—LYNNE McNEES, ISPA PRESIDENT

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CONNECT WITH ME ON FACEBOOK! Lynne Walker McNees