We’ ve come a long way, baby...
AS WE HAVE SHARED COUNTLESS TIMES, the spa industry no longer has to explain to the media that we’ re not hot tubs. We have indeed come a long way.
However, with growth come both opportunities and challenges. When ISPA first embarked on industry research in 1999( as Nancy mentions on page 10), we were a $ 4.2 billion industry. Today, spas in the U. S. alone represent more than $ 22.5 billion in revenue. That is tremendous growth for a relatively young industry.
The ISPA Board spent a lot of time defining what is a spa. As you can imagine— with salus per aqua, meaning health through water, as spa’ s origin— there were strong opinions about what should and shouldn’ t be included. Research around spa-goers and non-spa-goers helped shape the definition.
They finally agreed upon: Spas are places devoted to overall well-being through a variety of professional services that encourage the renewal of mind, body and spirit.
The key word there is place. A spa is somewhere you go— not a feeling or a byproduct after the fact. Even the word spa offers a sense of calm.
Self-care is also changing. Case in point: My cute husband just bought a new truck— a Dodge Ram 1500 RHO— with front seats that offer full body massage. It’ s not a traditional“ place,” and definitely not a spa, but you get my drift. Consumers know what they want, and they are redefining what wellness means for them every day. We even find healthy food options— and spa services— in airports now. Hallelujah!
Let’ s stay focused on the true value of the spa experience— a sanctuary for renewing the mind, body and spirit. It’ s important we honor what draws people to this sacred space. After all, that kind of renewal doesn’ t happen in a Dodge Ram.
With our precious fur babies Colter Bay and Moose Wyoming McNees.
PHOTOGRAPHY AND STYLING BY ECHO STARMAKER.
LYNNE MCNEES, ISPA PRESIDENT
PULSE n SEPTEMBER / OCTOBER 2025 64
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LYNNE WALKER McNEES