ELLA KENT RETURNED TO ISPA LEADERSHIP this past autumn as vice chair of the ISPA Foundation after previously serving as ISPA Board chair from 2011 to 2013 . In the years since completing consecutive three-year terms of board service , Kent has continued to serve on various task forces and committees for the spa industry organization . She is a member of the leadership team at Sea Island Company , where she has served in progressive roles for nearly a decade .

Why is volunteering for the Foundation important to you ? Ella Kent : To stay relevant in a world that needs spa more than ever , we have to not be content with the way it ’ s always been done . We have to grow and stretch and do that based on research and education — nurturing the next generation and challenging them . I love that work and am excited to get started ! Todd Shaw : The ISPA Foundation research initiatives validate our progress and set our strategic path to future possibilities for our industry . Collaborating with the strategic visionaries is fun and rewarding and always inspires me to keep working to push the boundaries of what ’ s possible in our industry .

As a spa leader , how have you used Foundation research and data in your operation ? EK : There is sometimes a disconnect between senior leadership in hospitality and the role of spa . Research — cold , hard , numbers — is a language they are comfortable with and gave me the opportunity to communicate the big picture of our industry that brought value and attention to my spa and the resources I needed to keep it relevant and competitive . TS : The research allowed me to gain insights and an opportunity to see areas of my operation that could improve and see new ideas and insights I didn ’ t think of . It allows collaboration and learning as a group think tank .

What community service vision do you have for your Foundation role ? TS : I want to raise $ 10 million for the Foundation reserves , setting a path for future leaders to use to “ 10X ” our opportunities through research , data and education — resources that can be used responsibly to ensure the continued growth of our industry to benefit humanity . EK : There is so much more we need to learn about the industry and what consumers need and what they are looking for . We need to attract and grow young talent to lead . We need to educate our consumers about the value of holistic and preventative care .

Why should all ISPA members support the Foundation ? TS : Research , data and education are the lifeblood of our industry ; it ’ s our value and validate and support our success . By fueling the success of the ISPA Foundation , we fuel the investments and innovations in our industry , and with that come new opportunities for us all as individuals and as a society . EK : We are still a relatively new industry with many misconceptions about what we do and bad or ill-educated actors out there muddling the value of therapeutic treatments . Research , data and education legitimizes us and helps build public trust .

How can people get involved ? EK : Donate , participate and bid ! Reach out to those in the industry who are looking for a unique way to make an impact in the spa space . Let us know your big ideas and help us transform this industry to the next level ! TS : Every member should donate to the annual Foundation Auction at the ISPA Conference and participate and bid on items . And if you know of anyone wanting and needing to contribute significant amounts of money for income tax deduction purposes , please introduce me , we need their help to achieve our goal ! n

JANUARY / FEBRUARY 2024 n PULSE 61