TOWN HALL PANELISTS EMLYN BROWN , SIMON MARXER , AMANDA AL-MASRI AND MODERATOR PATRICK HUEY

HOW DO YOU MAKE SURE your spa stays relevant with the changes we ’ ve experienced in the past several years ?

Embrace technology Touchless therapies have become popular — especially during and since the Covid pandemic . While acknowledging that “ it can be scary to embrace technology ,” Emyln Brown offered hope that “ it can also lead to change ,” and the panel shared ways new technology can be a positive change for spas .

Amanda Al-Masri finds “ more people are interested in wellness , but we have less people to work ” and advises spa leaders to “ embrace touchless therapies , as it ’ s a great way to add revenue . Hands-on therapies are still very important and should not be replaced , but the touchless helps amplify results .”

“ Touchless is complementary to human interaction ,” agrees Simon Marxer .“ Being able to offer a broad menu is sound business .”

Make appropriate workplace adjustments Many businesses , even entire industries , have switched to hybrid or work-from-home schedules — and that change is attracting a lot of talent to those jobs . With its “ hands-on ” requirements , the spa industry faces immense challenges trying to accommodate employees ’ work-from-home or hybrid work arrangements . This disconnect factors into

the difficulty many spas are experiencing when trying to fill open positions .

Amanda acknowledges the most obvious approach : “ It ’ s very important to make sure the people who work for you want to come to work and enjoy what is meaningful to them ,” she said .

Emlyn sees a possible middle ground for spas . He advocates an optional four-day work week for spa employees .“ Giving employees the flexibility they are looking for gives you their respect in return .”

Focus on branding and business strategy With the industry changing , Amanda knows it ’ s important to stay true to your brand and who you are .“ Make sure you believe in your brand and that everyone helping to execute it believes in your brand also .”

Simon agrees and points out that “ establishing a brand and vision is not easy .” He suggests ,“ An important component is to understand the intention and experience and the principles of that .”

And Emyln focuses on the basics of branding : “ Less is more . If you can ’ t do it well , don ’ t do it . New isn ’ t always better .” He explained ,“ It ’ s okay not to have a massive menu of services at your spa . Do six to eight that you do really , really well ; customers like to know what they ’ ll receive and expect consistency .” n

EDITOR ’ S NOTE : Alexandra Harper , director of education at ISPA , sat in on the town hall panel and chose the above highlight to share .

22 PULSE n JULY 2023