HIGH EXPECTATIONS

BY BRYAN K. WILLIAMS, DM

SPA PROFESSIONALS WHO take their craft seriously are always improving. These are the therapists, attendants, technicians and leaders who are relentless about doing things with excellence. They are the type of people who study to get a 100 percent on every test, every time. To them, a 99 percent is the same as failure.

Only a certain type of person relates to that mindset, yet spas that value high expectations and unapologetic excellence are filled with those professionals. Why? Because people who truly value excellence want to work only in spas that value excellence. They might tolerate other workplaces for a time, but deep down, they feel like they were uniquely made to be part of something special.

AN UNEXPECTED LESSON IN BONE BROTH One example of“ something special” came from a worldclass resort in Hudson Valley, New York— Wildflower Farms, part of the Auberge Collection. I recently visited, and the hotel has a world-class spa, amazing amenities, and a phenomenal team. But the bone broth though …. For the two nights I was there, I had a cup of bone broth four times!

Besides being delicious, bone broth is really good for you. It’ s one of those superfoods that optimize your wellness in multiple ways, all at once. Joint, gut, skin and immune system health. Anti-inflammatory properties. The list can go on( and on).

The first time I tasted Wildflower Farms’ s bone broth, I was floored. Then, the server, Connor, returned with an envelope. Guess what was in it? The bone broth recipe!!! That is world-class. He gave me what I didn’ t even ask for. Oh, it gets better! When I was leaving the resort, Ashley, one of the guest service managers, presented me with a

“ thank you” card— and a cup of bone broth for the road. That is world-class service.

EXCELLENCE DEFINED Excellence means to excel— to go beyond what’ s expected. Meeting expectations alone is not excellence.

Excellence is intentional, deliberate, heartfelt— and demands effort. Excellence insists on doing more than is required.

The opposite of excellence is not poor performance. The opposite of excellence is average.

Those who hardwire excellence into their spa and daily life always ask, Is there anything more I can do? They are never content with mediocrity and strive for continuous improvement. They have high expectations, and they simply do more than is expected.

Here is a key truth: If you are not doing more than what’ s expected, don’ t expect more of anything to be

PULSE n DECEMBER 2025 / JANUARY 2026 28