BY MARISA DIMITRIADIS

THERE IS A SINGLE WORD that is transforming businesses in nearly every industry around the globe ( including — and perhaps especially — the spa industry ). As we move forward , this word promises to be the difference between a business that ambles along , managing to just get by and a business that soars , finding itself in total command of its cashflow and growth . More specifically , this word has the capacity to dramatically improve new client acquisition and client retention , all while driving revenues to new heights .

Keen to know what this magic word is ? Of course you are — what spa leader wouldn ’ t be ? Don ’ t worry ; we ’ ll get there , but in the meantime , let ’ s discuss a set of different words that can play an enormous role in transforming your business . Those words are “ reticular activating system ,” which is an impressive-sounding name for a small portion of the brain that nevertheless is critical to how we ( and , just as importantly , spa guests ) process information and make decisions .

32 PULSE ⁿ AUGUST / SEPTEMBER 2022