SOUND OFF
SOUND OFF GIVES VOICE to the many perspectives that shape our industry. Each issue, we ask ISPA members from different roles, regions and company types the same question—and discover how their responses align, differ and inspire.
CEO
Wrap Up Inc
LOS ANGELES, CALIFORNIA, USA
“Inspiration often comes when I stop forcing it. Sometimes it arrives in a dream, almost like a vision board. Other times it comes through travel, memories from my childhood or the colors and textures that shaped me. I was born in Morocco, surrounded by color, spice, beauty and emotion. Those memories are always part of my creative world. When I feel stuck, I reconnect with that part of myself—the warmth, the culture, the prints, the femininity—and little by little, the ideas begin to flow again.”
COO + Co-Founder
LOULOU AI
MOUNT PLEASANT, SOUTH CAROLINA, USA
“Movement, music and travel are my reset buttons. Movement helps me get out of overthinking and back into a more intuitive, creative place. Travel does something similar. It pulls me out of my routine and exposes me to new environments, new ideas and new ways of thinking—which is often exactly what I need to re-ignite creativity. I also rely on team members and friends who inspire me and aren't afraid to challenge ideas. The best thinking doesn't happen in a vacuum—it happens through conversation, collaboration and a bit of creative push and pull.”
Executive Director Spa & Wellness
Vivamee Hospitality at Renault Winery
EGG HARBOR CITY, NEW JERSEY, USA
“How I bounce back when feeling stuck is to push away from the desk and move, meditate and find external inspiration. Taking a walk, breathing deeply, listening to guided meditation or listening to a podcast all bring new life to my thoughts and put me in a creative space to grow and expand.”
LMT
Stress Relief Therapy LLC
MONTGOMERY, ALABAMA, USA
“I must take vacations and always be willing to learn new things and go to seminars.”
“You can't use up creativity. The more you use, the more you have.” — MAYA ANGELOU
When Ideas Stop Flowing
CREATIVE BLOCKS ARE NOT JUST A PROBLEM for writers, artists or designers. Spa leaders experience them, too—when the treatment menu feels stale, the retail strategy needs new energy, the team needs inspiration or the guest experience is no longer creating surprise and delight.
“Creativity is just connecting things.” — STEVE JOBS
The good news: Creativity is not a rare mood you wait for. It is a leadership practice you can rebuild. As John Cleese has said, “Creativity is not a talent. It is a way of operating.” For spa professionals, that means creating the conditions where better ideas can surface: time to think, space to listen, permission to experiment and a willingness to look beyond the usual sources of inspiration.
Five Ways to Reignite Creative Thinking
- Change the input. Visit another spa, hotel, boutique, wellness studio or restaurant and study the experience.
- Ask better questions. What would make this easier for guests? More energizing for staff? More profitable for the business?
- Bring the team in early. The people closest to the guest often see opportunities leaders miss.
- Prototype small. Test one menu enhancement, retail display, script or service ritual before launching a major initiative.
- Connect creativity to outcomes. The goal is not novelty. It is a better guest experience, stronger culture, improved revenue and a spa people remember.
LOOK INWARD
When ideas stop flowing, the first move is often to stop forcing them. Step away from the spreadsheet. Walk the property as a guest would. Sit in the relaxation lounge. Listen at the front desk. Ask therapists what guests are requesting more often. Review what sells, what stalls and what creates friction. In a spa business, creativity is rarely separate from operations; it is often hidden inside the guest journey.
Maya Angelou's reminder—You can't use up creativity. The more you use, the more you have.—is especially useful for leaders. Fresh thinking grows when it is practiced regularly, not saved for emergencies.