ATTRACTING NON-SPA-GOERS
Who’ s the Spa Guest of Tomorrow? Introducing a new series on reaching non-traditional spa audiences
THE SPA INDUSTRY IS EVOLVING QUICKLY— especially when it comes to who our guests are and how they engage with wellness. More spas are questioning long-held assumptions about their core clientele and asking: Who isn’ t coming through our doors yet?
In response, Pulse is launching a new feature series exploring how spas are attracting non-traditional spa guests and what the industry can learn from those efforts. Running throughout 2026, each installment will focus on a different audience segment and share real-world insights from spa leaders seeing change firsthand.
Why this series? Some of the most meaningful innovation in the spa industry is happening at the margins. Spas are reaching guests who may not have historically identified as“ spa people”— from physically active professionals and wellness travelers to women seeking targeted health support, high-burnout workers, veterans, gamers and students.
What’ s working often isn’ t flashy. It’ s relevance. It’ s outcomes. And it’ s trust— delivered through thoughtful service design, language, scheduling and staff training. These lessons are emerging inside spa operations, not trend reports.
That’ s what this series aims to capture.
Built from the field Rather than speculating, Pulse is inviting spa leaders to share what’ s actually working through a short survey. Responses will help shape each installment of the series, with select contributors invited to participate in upcoming features.
This is about sharing lessons in progress— so the industry can learn together.
Why your voice matters By contributing, you help ground industry conversations in real-world experience and ensure the future spa guest is represented through the perspectives of ISPA members.
If you’ re seeing shifts in who’ s showing up— or you’ re altering your marketing and menu based on how guests are engaging— your insights matter. n
More spas are questioning long-held assumptions about their core clientele and asking: Who isn’ t coming through our doors yet?
BE PART OF THE STORY
The Pulse series will run throughout 2026, with each issue spotlighting a different emerging spa guest. Join us in shaping industry insights— and helping spas meet tomorrow’ s guests where they are. Spa leaders, scan the QR code for a short survey to share your insights.
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