“ We are leaning on [ resource partners ] heavily . They ’ re helping with the education to make sure all of our team members are trained , well educated [ and ] back in the groove and understand the latest from the vendors .”
— Susan Hern
Alissa Bayer , founder of Milk + Honey Spas , preached caution as well .“ With medical esthetics , its just a whole new level of liability ,” said Bayer .“ So for us , it was imperative that we partner with someone who really knew what they were doing .” That someone took the form of a doctor who provides training and consultation to ensure that services are performed at the highest level . Bayer also explained that the strict compliance required to offer those kinds of services must be considered before making the jump to medispatype offerings .“ It ’ s not something … you can take lightly ,” she said .“ There ’ s just a whole lot of compliance .”
Recovery-centric treatments , which Accor Global VP of Wellbeing Emlyn Brown said are increasingly popular among guests , are another way to provide meaningful results to guests without relying upon a third-party medical expert . Brown specified that “ things like infrared sauna , flotation , cryotherapy and recursive treatments ” don ’ t require
Delano / Accor additional support but still allow spas to diversify their offerings in a way that appeals to many of today ’ s spa-goers . “ We ’ re seeing our guests , for example , want to train like athletes and also recover like athletes . I think that sort of space , where you ’ re using equipment and different sessions , is an interesting place to get into without maybe as much of the risk .”
Someone to Lean On
So many spas and resource partners deepened their connections during the pandemic , especially during spa closures in 2020 when curbside retail or virtual treatment tutorials were some of the few ways spas could safely stay engaged with guests and even reach new markets . One of the pandemic ’ s sliver linings for the industry may indeed be the creative ways in which these groups were able to support one another throughout the pandemic and strengthen those relationships . Susan Hern , COO of Woodhouse Day Spas , said she has relied on resource partners as her spas have opened more fully . “ We are leaning on [ resource partners ] heavily . They ’ re helping with the education to make sure all of our team members are trained , well-educated [ and ] back in the groove and understand the latest from the vendors ,” she said .
Kenneth Ryan echoed Hern ’ s sentiments and expanded upon them : “ If you haven ’ t already connected with your partners , please do , because my experience is that , when we reach out to them , they ’ re clamoring to try to help . And they have … really come up with some creative ideas to [ encourage guests to return .]”
Alissa Bayer was able to offer insights on both sides of this particular coin , as Milk + Honey is also a product line in addition to being a chain of spas . “ Our product line was able to grow , you know , like 300 , 400 percent last year , despite our spa services coming to a screeching halt ,” Bayer said . She verified resource partners ’ willingness to get creative as they seek solutions that speak to the moment , highlighting her own company ’ s work in putting together at-home spa pack-
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