FOUNDATION FOCUS
WHO BELONGS AT THE SPA?
Beyond the“ Typical” Guest
For more than 25 years, ISPA research has helped the industry understand who uses spas— and where opportunity remains.
SINCE 1999, THE ISPA RESEARCH FOUNDATION has funded research designed to turn consumer insight into better guest experiences and stronger businesses. Across ISPA research and education, that lens has widened beyond the“ typical” guest to examine gender, age, income and life stage, as well as pregnant guests, teens, families and other underserved communities.
31 % ➡ 47 % ➡ 49 %
In 2009, men accounted for 31 percent of spa-goers. By 2014, the Foundation’ s male-consumer research put men at 47 percent; ISPA’ s 2019 Consumer Snapshot reported 49 percent.
From presence to preference The 2025 Consumer Snapshot found male respondents especially interested in rewards programs and complimentary amenities such as hot tubs, steam rooms and fitness equipment.
The business case Research helps spa leaders move beyond assumptions— tailoring experiences and marketing to real demand while recognizing untapped audiences as opportunities for growth.
ISPA members can explore more than a quarter- century of research through the ISPA Research Library, including Consumer Snapshots, U. S. Spa Industry Studies and additional studies, with further analysis throughout the Pulse magazine archive. n
KELLEYE’ S TAKE
KELLEYE MARTIN ISPA RESEARCH FOUNDATION CHAIR
“ RESEARCH KEEPS US CURIOUS about who’ s walking through our doors— and who isn’ t yet. The better we understand both our guests and the people we could be reaching, the more creative we can be about building experiences, teams and businesses that welcome them in.”
ISPA RESEARCH FOUNDATION BOARD OF DIRECTORS
CHAIR Kelleye Martin
Trellis Spa, The Houstonian Hotel, Club & Spa
VICE CHAIR Ella Kent
The Spa at Sea Island
Kenneth Ryan ISPA Chair
The Estate
Charlotte Prescott ISPA Vice Chair
Tierra Santa Healing House at Faena Hotel
Lynne McNees ISPA President
HONORARY FOUNDATION BOARD MEMBER
Deborah Szekely Rancho La Puerta
PULSE n SEPTEMBER / OCTOBER 2026 52