“There is so much of the same stuff for spas being done over
and over. Innovation takes guts and, sometimes, you get your
ass kicked—or—you get it right. Look away from what is
familiar and explore what is unknown or unfamiliar for the
gems. We do analyze together or with outsiders the numbers
and the risk. I have lost a business, my investor’s money and
was financially shattered in my mid-twenties. I have not
forgotten this,” he says.
Valuable Lessons
Having been through his share of challenges, which is expected
when operating a business, Collier has learned valuable business
lessons. What is his advice to spa peers and other entrepreneurs? “Take the time to think, discover and imagine. Listen, do
the work, trust your team and skill sets. Cut the crap and tell it
like it is.”
Collier thinks kindness and being decent to each other are
invaluable in creating a strong bond with clients and team
members. “Sure, money is a given but the art of conversation to
speak of the good, the bad and the ugly are required. Our
success is based on our team and not on one person,” he says.
When it comes to dealing with clients, he and his team
strive to always exceed expectations. “Do what you say you’re
going to do. If you cannot, then communicate quickly. It’s also
important to pick your battles. Ambassadorial ‘orchestrating’ is
often more productive and avoids conflict than striving to be
right,” he says. “Savor collaboration and play well with others.”
Top Trends
Throughout his years in the industry, Collier has seen several
trends shape the industry. What are among the top trends
today? He thinks there’s a continued movement toward “consolidation, collaboration and community.”
“’There is a preponderance of experiences (and talent) that
blend spa, fitness, wellness and adventure,” he says.
“Sustainable anything is reviving and thriving with wondrous
variety. We have to carry this flag and fight the good fight.”
In looking ahead, Collier sees positive growth for the
industry and the firm. In fact, this year alone, Blu Spas Inc. has
helped in the launch of six new spas. He envisions launching
several more proprietary concepts, such as alliances for
compelling technologies and affordable modular spa and fitness
structures. These future plans fit well in the firm’s vision to help
lead the “global spa evolution.” n