DURING THE ISPA TOWN HALL“ REIMAGINING SPA LAYOUTS: Making Every Square Foot Count” in January, spa leaders dug into a question many operators are wrestling with right now: How do you rethink space— without compromising serenity— to unlock efficiency, elevate guest experience and future-proof the business?

MARY BEMIS Insider’ s Guide to Spas

NESTOR CRUZ The Waldorf Astoria Chicago Spa and Health Club

— KENNETH RYAN

KENNETH RYAN Moderator, ISPA Chair

JUSTIN STURGIS Trilogy Spa Holdings

Moderated by ISPA Chair Kenneth Ryan( The Estate), the conversation featured Mary Bemis( Insider’ s Guide to Spas), Nestor Cruz( The Waldorf Astoria Chicago Spa and Health Club) and Justin Sturgis( Trilogy Spa Holdings). The panel aligned quickly on a core idea: Layout is no longer just about aesthetics or adding“ one more thing.” It’ s about designing the guest’ s emotional journey and the team’ s operational reality, simultaneously.

A shift away from single-purpose rooms One of the most consistent themes was a move away from spaces built for a single function, which remain frozen in time even as programming, staffing models and guest expectations change.

Justin Sturgis identified the goal of many recent spa renovations:“ Moving away from the late‘ 90s and 2000s design where things were purpose-built, where they were intended for one specific action … in terms of creating spaces that are flexible and that kind of shift and adapt going forward.”

That flexibility isn’ t just a design preference; it’ s a financial imperative. Underutilized square footage is invisible overhead. Sturgis also reframed the revenue conversation:“ We’ re looking at not just Where’ s the revenue?, but Where’ s the ROI?”

For operators, the practical takeaway is to challenge inherited assumptions about“ what this room is.” If a space

sits idle for meaningful parts of the day, it may not need to be demolished— but it does need a plan that makes sense for both guest experience and operations.

Dual-use done right:“ Creativity isn’ t optional” Nestor Cruz offered a clear example of intentional flexibility within a luxury urban footprint.“ When you operate in a luxury environment with a tight footprint, creativity isn’ t optional.” He described the evolution of a monthly“ New Moon Ritual” that began on a terrace and later moved to an underused Pilates studio. That space“ is being used during the mornings, but then we noticed in the afternoon / evening, it was a dead space.”

What followed wasn’ t a renovation budget miracle— it

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