BY PATTI BIRO

THE PANDEMIC AND OTHER CHALLENGES over the last few years have fundamentally changed the spa and wellness industry . Our future has never been brighter , but is not without its challenges . With this new status quo come significant opportunities to change not only the way we think about spa and wellness services , but also our guests , services , interactions and retail products .

Spa owners frequently share they are struggling to meet the increased demand for services . Recovery is still “ bumpy ,” but a fundamental shift in consumer attitudes regarding the importance of self-care and wellness clearly has occurred . A recent study by Ipsos reported a majority of Americans are more concerned about their health than before the pandemic . ¹ Lifestyle , spa and wellness services have moved from the perception of a luxury experience to becoming a part of an individual ’ s healthy regimen for prevention and maximum wellbeing . In short , this trend can be summed up by a frequently seen quote on social media , wall art and more : “ Self-care is not selfish .” In our new reality , the integration of mental health or mental fitness cannot be separated from spa or wellness services .

So how will you pivot and reboot your business to adapt , adjust and ultimately benefit from this trend ? Let ’ s explore some of the major influences and challenges ahead .

44 PULSE ⁿ JANUARY 2023