Work with your resource partners for training: Deirdre Strunk reported a 106 percent increase in skincare sales after a founder-led session, proving that passion, storytelling and authenticity resonate with teams and guests.
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COMMON TRAINING CHALLENGES( and how to overcome them) Challenges are inevitable— and Collaborate members said timing is often the biggest one.
“ Training must be embedded throughout the year,” Fields said, noting that ongoing retail training helps uncover whether issues stem from staff, retail mix or both.
Martin identified wellness trends and financial literacy as potential areas for improvement, acknowledging that the leadership team is busy focusing on day-to-day activities and operations which may result in gaps in certain training areas.
Butler added that post-training reinforcement sessions are also important.“ A good approach is to develop an action plan for ensuring the information stays top of mind for our teams,” Butler said.
AVOIDING PITFALLS: What not to do in training Even well-designed training programs can fall short if not implemented thoughtfully. Collaborate members shared a few common training missteps: l Treating training as a one-time event l Using disorganized or generic onboarding l Losing momentum by failing to conduct follow ups l Leading with an ego instead of collaboration n
Work with your resource partners for training: Deirdre Strunk reported a 106 percent increase in skincare sales after a founder-led session, proving that passion, storytelling and authenticity resonate with teams and guests.
TOOLKIT: Training platforms and priorities that deliver
COLLABORATE MEMBERS HIGHLIGHTED that effective training— especially in retail— goes beyond product knowledge. Building emotional connection and trust with guests is key. To support consistency and adapt to different learning styles, spa leaders use a mix of digital platforms, hands-on methods and structured onboarding. Here’ s how they are doing it:
l Trainual( Brennan Evans, Trilogy): A digital hub for onboarding, SOPs and role-based training across 18 spa locations, emphasizing clarity, relevance and regular content updates. Evans also uses the Art of Selling program to help team members understand guest needs and guide personalized wellness journeys.
l Learning Zen( Taylor Fields, PCH Resort Hotels): A learning management system for compliance and guest experience training, fully integrated into daily operations to reinforce service standards.
l My Learning( Bill Butler, Hyatt): Delivers and tracks training, with content based on guest feedback and operational needs. Butler encourages service providers to offer thoughtful, well-timed recommendations during treatments to drive loyalty and sales.
l Manual tracking via Excel( Deirdre Struk, Cal-a-Vie): Tracks in-house and vendor-led sessions.
l Intranet and Rev Max( Suzanne Holbrook and Patty Neumeier, Marriott International): These platforms provide access to required and optional training modules. E-learning, a virtual playbook, webinars with guest speakers and best practice sharing all focus on collaboration, leadership development and financial literacy.
l Hands-on and ISPA’ s iLearn( Kelleye Martin, Trellis Spa, The Houstonian Hotel, Club & Spa): Involves two to three weeks of manual-based, role-specific training and shadowing. The program emphasizes Forbes standards plus front desk readiness, continuous feedback and a focus-on-one-area approach.
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