pulse spa magazine october 2015

O C T O B E R 2 0 1 5 � P U L S E . E X P E R I E N C E I S PA . CO M

2015 ISPA Conference & Expo

OCT. 19-21Mandalay Bay Resort & Casino

Las Vegas, Nevada

—MICHAEL TOMPKINS, CHAIRMAN

hether you are reading this Pulse issue

weeks prior to the 2015 ISPA

Conference & Expo or on-site in Las

Vegas, allow me to warmly welcome

you. As an international community,

we say welcome in different ways—but ultimately, we

speak one language: the language of camaraderie.

Beyond the education and the business reasons that motivate us to attend Conference,

it is the sense of community that fuels our desire to gather every year. Like in any journey

we take, we need to occasionally take a pit-stop to recharge our energies and passion;

otherwise, we take the risk of running on empty fuel. Each time we reconnect with indus-

try mentors, share a light conversation with long-lost friends or build new friendships at

Conference, we revive our passion to make our own and the lives of others healthier and

more meaningful. This ability to build bridges is what separates the ISPA Conference &

Expo from other industry events. Indeed, every ISPA Conference & Expo is a moment of

wonderful “welcomes.”

How fitting it is then that, as we mark ISPA’s 25-year anniversary, we also picked

“explore” as this year’s Conference theme? After all, when we are able to explore, we

become more eager to welcome a world of opportunities. As a veteran attendee, I can

assure you that there won’t be any shortage of opportunities at this year’s ISPA Conference

& Expo. It is all up to you to grasp every moment and leverage every opportunity to expand

your professional network, collaborate for new partnership ideas, implement better

practices or bring more business for your company or spa.

Ultimately, whether we say “Aloha” or “Shalom,” we hold in our hands the power to

discover success and make a difference in our guests’ lives. Welcome to the 2015 ISPA

Conference & Expo—together let’s explore the many more great opportunities ahead of us!

2 PULSE � October 2015

ISPA BOARD OF DIRECTORS

CHAIRMEN’S COUNCIL

Past ISPA Chairmen who are current members:

Gayle Brady • Brady Spa Consulting

Jeff Kohl • Spa & Club Ideations

Jean Kolb • Well By Choice

John Korpi • Korpi & Korpi

Kate Mearns • 5 Spa Consulting LLC

Jim Root • Glen Ivy Hot Springs

Jane Segerberg • Segerberg SpaConsulting, LLC

Deborah Waldvogel • Sedona Resorts

2015

OFFICERS

CHAIRMAN Michael TompkinsPALM Health

VICE CHAIRMANElla StimpsonThe Spa at Sea Island

SECRETARY/TREASURER Todd ShawThe Club at Las Campanas

DIRECTORSNoel AsmarNoel Asmar Uniforms, Inc.

Blake FeeneyFeeney & Co.

Todd HewittFour Seasons Toronto

Kristine HuffmanHuffman Hospitality Concepts

ISPA Foundation ChairmanJeff KohlSpa & Club Ideations

Julie Oliff St. Regis Aspen

Laura ParsonsZaSpa at Hotel ZaZa

ISPA Foundation Vice ChairmanFrank PitsikalisResortSuite

Eric StephensonWell World Group

Todd WalterRed Door Spas

Lynne McNeesISPA President

MEDICAL ADVISORBrent A. Bauer, MDMayo Clinic

FROM YOURCHAIRMAN


THE MAGAZINE FOR THE SPA PROFESSIONAL

Pulse is the official publication of the International SPA Association, a member organization for the spa and wellness industry. Copyright 2015.

All rights reserved. No part of this publication may be reproduced without written consent

of ISPA. All inquiries should be sent to Pulse, 2365 Harrodsburg Road, Suite A325,

Lexington, KY. 40504 USA. Canadian publication agreement No. 40042114.

PULSE ACCEPTS LETTERS TO THE EDITOR. Please include your name, title, company,

address, phone and email address. Only your name, title, company and location will be

published in the magazine. The editor reserves the right to edit for clarity and content. By

submitting the letter, you are giving ISPA publishing rights.

Pulse (USPS 017-893, ISSN 15259226) is published 10 times a year – January/February,

March/April, May, June, July, August, September, October, November and December

by Associations International, 2365 Harrodsburg Road, Suite A325, Lexington,

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offices. POSTMASTER: Send address changes to Pulse, Attn: Member Services, 2365

Harrodsburg Rd., Suite. A325, Lexington, Kentucky, 40504, USA.

PULSEis the magazine for the spa

professional. As the official

publication of the International

SPA Association, its mission is

to serve as the preeminent

resource of expert insights,

trends, tools and research to

help spa professionals create

innovative solutions and make

informed business decisions.

EXECUTIVE

Lynne McNees • ISPA President

EDITORIAL

Mae Mañacap-Johnson • Editor

DESIGN

Marja Walker

ADVERTISING AND SALES

Whitney Elswick

ADVERTISING COORDINATOR

Katherine Blake

PRODUCTION MANAGER

Chris Guzicki

EDITORIAL OFFICESInternational SPA Association

2365 Harrodsburg Road, Suite A325

Lexington, Kentucky 40504, USA

Phone: 1.859.425.5062

1.888.651.ISPA (4772) • Fax: 1.859.226.4445

experienceispa.com

“There are definitely many reasons to bring out thechampagne glass, but the best one by far is theopportunity to look back in the past, succeed in the present and leave a legacy for the future.”

Walk down memory lane through the eyes

of the “godmother of spa” and Rancho La

Puerta founder Deborah Szekely in “ISPA:

Then and Now,” published in Pulse’s 20th anniversary

issue (November 2010). To read the past issue, visit the

Pulse archives page of experienceispa.com.

Inside the Pulse Vault...

MARION PHOTOGRAPHY STUDIO

FOLLOW US ON TWITTER! @ISpaDoYou

LIKE US ON FACEBOOK!International SPA Association


—MAE MAÑACAP-JOHNSON, EDITOR@ISPAPULSEEDITOR

THERE’S POWER IN 25. A quarter of acentury signifies the start of independence for many of us. It is a magical age whenwe gain the wisdom to steer the sails to horizons we have yet to explore. It is alsoan age when we are hit with a realization that, with more than two decades gone,the time to make a meaningful impact is now.

In a way, this is where ISPA is in its journey. At 25, ISPA has grown and continues to mature as an organization. It has seen many historical firsts, navigatednumerous challenges and introduced game-changing ideas that helped elevate thestandards of the global spa industry. These historical milestones (read “ISPAEvolution: 25 Defining Moments” on page 50) are celebrated in the pages of this 25-year anniversary edition of Pulse.

This issue also looks back at the decade when ISPA was born (read “90sThrowback: Blast From the Past” on page 63), not to dwell on glory days, but toappreciate the journey made. Oh, how hilarious and fun to see ISPA members in 90sfashion and spiked hairstyles!

But we can’t really walk down memory lane without bringing to mind the manypeople who’ve been part of ISPA’s story, including past General Session keynotespeakers (read “Where Are They Now? Catching Up with Past Keynote Speakers” onpage 44). Plus, because celebrations are best shared, ISPA shares the limelight withISPA members celebrating 25 years or more in the business (read “Marking aMilestone” on page 56).

There are definitely many reasons to bring out the champagne glass, but the bestone by far is the opportunity to look back in the past, succeed in the present and leavea legacy for the future. Raise your silver glasses—here’s to the next 25 years and more!

ISPA 2015 U.S. Spa Industry Study

Pointing UpMoving Toward Positive Growth

32

ISPA Innovate AwardsExploring Innovative Ideas

BY ANDREW DEWSON

28

Candid RandiSimplifying Dot Complicated

BY MAE MAÑACAP-JOHNSON

38

6 Reasons Why You’ll Love Scott HarrisonBY MAE MAÑACAP-JOHNSON

34

Where Are They Now?Catching Up with Past Keynote Speakers


44

High Profile: Spotlight on Speakers

BY JENNIFER DUCKWORTH

40

OCTOBER2015


VOLUME 25ISSUE 8

34 38

50

DEFININGMOMENTS BY MAE MAÑACAP-JOHNSON

ISPA EVOLUTION


ADDITIONAL FEATURES

56 Marking a MilestoneBY ALEXANDER MENRISKY

63 90s ThrowbackBlast From the PastBY MAE MAÑACAP-JOHNSON

68 Putting Pulse Lessons into Good PracticeBY ALEXANDER MENRISKY

75 Special Pulse Advertising SectionNew Product Launch Guide

IN EVERY ISSUE

2 From Your Chairman

6 Pulse Preview

12 Pulse Points

16 Member Profile: Four Seasons Punta MitaInfusing the Local Flavors of MexicoBY MAE MAÑACAP-JOHNSON

20 Member NewsBY TARA SALAH ELDIN & SARAH HARMON

22 SEE + BE SEEN

26 Conversations: Alice WatersISPA Conference Speaker and Founder and Owner of Chez PanisseBY MAE MAÑACAP-JOHNSON

72 Ask the Expert: Dr. Pamela PeekeISPA Conference Speaker and Nutrition and Fitness Expert

74 Success Stories: Pollogen Ltd.Inventing TriPollar RF TechnologyBY CHRISTINA BUSWELL

84 A Day in the Life: Anne-Liise Verpson2015 ISPA Foundation Mary TabacchiScholarship Co-RecipientBY ALEXANDER MENRISKY

85 Additional 2015 ISPA Conference & Expo Gold Sponsors

88 Product Spotlight

90 ISPA Foundation

92 ISPA Snapshot Survey

93 ISPA News

95 Social Connections: Bertice BerryISPA Conference Speaker and President ofBertice Berry Productions, Inc.

96 End Notes

ABOUT THE COVERISPA is 25! The cover collage captures a few highlightsof ISPA’s 25-year history. Explore key milestones andunforgettable moments featured on the pages of thisISPA Conference & Expo on-site edition.

COVER DESIGN BY MARJA WALKER

16

26 957472

63


PULSE POINTS

According to a report entitled“Wearables in Wellness: Employer Useof Wearable Tracking Devices inWellness Programs” by nonprofit

health research firm Health Enhancement ResearchOrganization (HERO), nearly one half of employerrespondents offered a tracker as part of a wellnessprogram, ranging from wearables like Fitbit (77percent) to pedometers (24 percent). Eighty-threepercent subsidized trackers for their employees while91 percent permitted an employee to use a trackerdevice they already owned.

The survey gathered information from 188respondents representing a variety of industries andsizes. Respondents indicate that they incorporatedthe use of trackers into their employee wellness pro-grams in order to encourage employees to increasetheir physical activity (94 percent), increase engage-ment in health (77 percent), improve wellnessprogram participation (59 percent) and improveemployee performance and productivity (51 percent).

The majority of organizations offering thesetracker-based programs plan to continue doing sodue to a perception of genuine interest and enhance-ment of existing wellness programs.

COMPILED BY ALEXANDER MENRISKY

Employees Make Use ofWellness Tracking Devicesin Wellness Programs

Expectations for Economic Expansion High in NorthAmerica But Mixed in Other Parts of the Globe

Released earlier this year, the eighth annual AmericanExpress/CFO Research Global Business and

Spending Monitor surveys finance leadership around the world to determinehow they view the pace of economicrecovery in their own countries and whatthey plan to do to strengthen business in their sector.

Results from the annual survey indicate that respondents from NorthAmerica (the U.S. and Canada) plan tocontinue building on the forward progressof 2013 and 2014, with 83 percent of U.S.respondents predicting expansion. OutsideNorth America, expectations are mixed,though India leads the world in economicconfidence with 94 percent of respondentspredicting an economic expansion.

In terms of employment growth, anticipation in this area is strongest inIndia (78 percent), followed by Spain (66percent) and the U.S. (61 percent). Russiaand France had the weakest forecast inemployment growth.

The survey results are based on theresponses of 565 respondents from companies with revenue of betweenUS$500 million and over US$20 billion.

October 2015 � PULSE 13

Diet Trends Around the GlobeIndicate Going Back to Basics

In Nielsen’s 2015 Global Health and Wellness Report entitled“We Are What We Eat: Healthy Eating Trends Around theWorld,” the market research firm found that, when itcomes to making healthy decisions about eating, con-

sumers are going back to the basics and changing theirdiets to comprise more foods that are fresh, natural andminimally processed.

Some key findings include:

� Nearly half (49 percent) of global respondentsbelieve they are overweight while half (50 percent)are trying to lose weight.

� In the battle of the bulge, diet and exercise domi-nate. Three quarters of global respondents who aretrying to lose weight plan to change their diet while 72percent plan to exercise.

� Among those who plan to diet, 65 percent intend to cutdown on fats while 62 percent are eating less sugary sweets.But fat’s reputation as the top dietary enemy is fading inNorth America, while the low-carb movement appears tobe gaining momentum. Asia-Pacific has the highestadoption, where 34 percent of respondents say theyfollow a low-carb, high-fat diet to lose weight.

� A total of 57 percent of respondents plan toexpand their diets with more natural and freshfoods.

� In terms of cutting down on processed foods, 46percent of respondents in North America are con-suming less of these unhealthy foods, followed byrespondents in Asia-Pacific (39 percent) and LatinAmerica (39 percent).

� Across the globe, the top health attributes that drivepurchasing decisions among consumers are all-natural (43percent), GMO-free (43 percent) and no artificial colors (42percent).


MEMBER PROFILE

N estled along a small fishing village in Nayarit, Four Seasons PuntaMita is known to draw in global guests looking to explore the localflavors of Mexico. Guests, for instance, are treated to Mexican-inspired accommodations through the resort’s 173 renovated guest

rooms and suites that reflect the modern casita design. All throughout the property,experiences are created to honor the local traditions of the Huichol Indians, nativeMexicans living in the Sierra Madre Occidental range in the Mexican states, whichinclude Nayarit. For example, the resort’s pool complex is named “Tamai,” whichmeans “star” in the Huichol Indian language.

Undoubtedly one of Four Seasons Punta Mita’s most unique experiences is “The Ultimate Tequila Tour” which provides guests a one-of-a-kind excursion to the family-run Jose Cuervo distillery in Tequila, the region that gave birth to Mexico’s national icon. Taking a private helicopter ride, guests get to see the

FOUR SEASONS PUNTA MITA

Infusing theLocal Flavorsof MexicoBY MAE MAÑACAP-JOHNSON

VIVIANA QUESADASenior Spa DirectorFour Seasons Punta MitaNayarit, Mexico


distillery’s vast agave plantation, which is a designated UNESCO WorldHeritage site. An expert sommelier thenwalks guests through the tequila-makingprocess while a Four Seasons chef prepares gourmet lunch, paired perfectlywith top-of-the-line aged tequila servedstraight from the barrel.

Tequila, Por FavorThe resort’s unique tequila infusion iscarried over to its spa, Apuana (Spanishfor “healing waters”), which offers a sig-nature massage treatment called PuntaMita and integrates the use of Mexico’smost famous liquor.

“Tequila has been used for a longtime in Mexico and our application tech-

nique is inspired in those traditions,”says Punta Mita Senior Spa DirectorViviana Quesada. The treatmentincludes an application of tequila allthroughout the body, followed by awarm towel wrap. “It does have a sedative effect,” she says.

The therapist then performs a firmmassage using mainly the forearms to

“Guests are more spa-savvyso we need to be on top of trends in order to gaintheir trust.”


MEMBER PROFILE

deeply penetrate the muscles and easethe pain and tension. “By using pressurepoints, we increase the pain signal sentto the brain to stimulate an additionalrelease of endorphins, decreasing thepain in the process,” Quesada says. “Inconjunction with the [healing tech-niques] and the tequila [application], thetherapist applies an indigenous sage oilto perform the massage. This wonderfuloil has anti-inflammatory, [healing] anddepurative benefits, making our PuntaMita massage a really special and com-plete experience.”

Quesada observes, more than ever,guests are seeking local experiences. Asone might say, “Why try a Thai massagewhen in Mexico?”

“Guests come and ask us what we’drecommend or what locally inspiredofferings we have. This is one of thereasons why our signature treatments areso popular,” she says.

Healing TraditionsThe spa is committed to celebratingMexico’s healing traditions throughtreatments like Lluvia de Miel, which fea-

tures the use of Mexican vanilla, aningredient that plays a role in ancientfolklore, specifically that of theTotonacas Indians in the south ofMexico. The experience starts with arelaxing massage and a drizzle of aspecial balsam incorporating vanilla andhoney. A warm Vichy shower follows;the treatment ends with an applicationof a moisturizing vanilla cream.

When designing treatments,Quesada keeps the well-informed spaguest in mind. “Guests are more spa-savvy so we need to be on top of trends


Spa open date: September 1999

Square footage: 20,500

Number of treatment rooms: 12

Number of full-time spa staff: 29

Guest ratio percentage (female vs.male): 60 percent vs. 40 percent

Method of staff payment/compensation: Flat salary plus commission

Signature treatment: Punta Mita Massage and Hakali Massage

Product lines used: Knesko Skin, COOLA Suncare, FarmHouse Fresh, Éminence Organic Skin Care, CND,Moroccanoil

Contact: Four Seasons Punta MitaPunta Mita - Bahia de Banderas63734 Nayarit, Mexico

Phone: 52.329.291.6000

Website: fourseasons.com/puntamita

ABOUT THE SPA

in order to gain their trust. They knowabout ingredients in products, proce-dures and what is popular,” she says.“This is great for our industry as it addspressure on us to keep our team properlytrained and informed, elevating the levelof service we should provide.”

While she generally overhauls thespa menu every two years, she stays on-trend by adding seasonal and specialtreatments in between. “The processbasically starts with listening to ourguests, studying the top requested services and eliminating the ones thataren’t popular,” she says.

Vendor selection is a big part of thetreatment design process. “I look forpassion,” she says, adding that it’simportant for her to see that resourcepartners believe in the product they areselling in order to make her spa teamlove the products. “If the team believesin the product, it will sell!” she says,adding that she looks for qualities likehigh-quality, responsibility, consistencyand efficacy in a product or brand.

Happy GuestsWhen it comes to marketing, Quesadasums up the spa’s strategy: keep guestshappy. “You need to know your market

in order to reach out to them. I have, as much as I don’t prefer to, offered discounts, because the local market likes to hear the word ‘discount,’” shesays, adding that the spa offers specialsdaily at certain times and promote treatments during less peak times at adiscounted rate.

“The idea is to bring them into the spa and suggest an enhancement to their service, to justify the discount. Wealso offer ‘mini’ services at the pool andbeach areas. This has been a great marketing strategy as the 25-minute treatment by the pool or beach areas turnout to be a great hook for them to comein for a longer experience at the spa,”Quesada says.

The spa also stays on top of specialholidays or celebrations and offer customactivities based on them. “For example,for Yoga Day, we increased our yoga andmeditation classes for the day on a complimentary basis. When you open thedoor for them to experience the quality ofyour services, they are attracted to experi-ence them again, even when treatmentsare no longer complimentary,” she says.

Guest education is a big part of theirmarketing strategy. “We offer classes toteach our clients and increase their

awareness [about the benefits of spa].Educating guests is for our very ownbenefit in the end,” she says.

Quesada says she also works withother businesses for incentive programsand spa specials in order to better under-stand what their guests are looking for aswell as capture a market that the spa maynot normally reach because they don’thave access to a similar database. “I lovethe statement ‘If you don’t like yourresults, change the procedure but not thegoal.’ If I need to improve my financialresults, I need to try new things, includingnew marketing strategies in order toattract the clients I want,” she says.

But with a focus on offering Mexico’sunique experiences, Four Seasons PuntaMita is infusing just the right kind of strategy to get guests coming back. �


MEMBER NEWS

THE SPA SHIFTAnnouncements marking spa industry players on the move.

� Previously with the The Ritz-Carlton, Phoenix, Grant Dipman isappointed General Manager of The Ritz-Carlton, Denver.

� William Margaritis is the new Executive Vice President of CorporateAffairs at Hilton Worldwide in McLean, Virginia.

� Alison Abbott is named Director of Spa at Fairmont Sonoma MissionInn & Spa in Sonoma, California.

� Mark Bauer is named General Manager at One Ocean Resort Hoteland Spa, located in Atlantic Beach, Florida.

� Located in Coronado, California, Sea Spa at Loews Coronado BayResort has appointed Sean Clancy as Managing Director.

� Starwood Hotels & Resorts Worldwide Inc., located in Stamford,Connecticut, has promoted Mark Vondrasek to Senior Vice Presidentof Commercial Services.

� Jon Vesper, a 30-year veteran of the golf industry, is now the Directorof Golf at Silverado Resort & Spa located in Napa, California.

BY TARA SALAH ELD IN AND SARAH HARMON

GIVING BACK1. Based at Scottsdale, Arizona, Massage Envy Franchising, LLC is helping students

pursue careers in massage therapy through professional education. The companypartnered with Beauty Changes Lives Foundation to provide a scholarship grantworth US$1,500 each to six deserving students. Each of the student’s school alsoreceived a US$500 award to invest in its massage therapy program.

2. Montage Kapalua Bay, located in Lahaina, Hawaii, is a sponsor for the Play forP.I.N.K. Kapalua Charity Golf and Tennis Tournament, taking place theweekend of October 9 – 12. A portion of the property’s proceeds during theevent period will go toward breast cancer research. Participants in the tourna-ment will have the opportunity to take advantage of special tennis, golf, spaand dining experiences.

3. Located in Great Barrington, Massachusetts, jane iredale—THE SKIN CAREMAKEUP has released a Breast Cancer Awareness product. All profits from itsnew Smell the Roses Hydration Spray will go toward the fight against breastcancer via Living Beyond Breast Cancer, a national education and support organ-ization for those affected by the disease.

4. GrandeLASH-MD, based in White Plains, New York, is donating 20 percent of the sales of its GrandeBCAbag in the month of October to the NationalBreast Cancer Foundation, Inc., which helps to provide mammograms forwomen in need.

43

Grant Dipman

Sean ClancyMark Bauer Mark Vondrasek

William Margaritis Alison Abbott

2

Jon Vesper

1


BRILLIANT IDEAResort guests at Mexico’s Spa at Las Ventanas al Paraiso can now bring theirfurry friends along with them worry-free, thanks to the resort’s new DogButlers. Providing care to these special guests, staff will walk pets while quali-fied pet sitters are available upon request. Special menus and massages are alsoavailable for the pampered pet, as well as Pet Cabanas for maximum comfortin the suite or at the pool.

NEW ON THE MENUJindilli—located in Oakbrook Terrace,Illinois—is now collaborating withHarrah’s Las Vegas to offer Jindilli PoolsideHand & Foot Bliss massages. Meant toraise brand awareness for both the spa andJindilli products, the treatments featureJindilli’s Lime Sugar Scrub and Hydra-Opulence lotion.

MEMBER UPDATES1. Telli Industries has announced its expansion plans to the West Coast

region. The company, based in North Las Vegas, will build on its currentrelationships and plans to form new partnerships with resort and hotelcompanies across the West Coast.

2. Stemulation Skin Care, of Newport, California, has partnered withCalistoga, California’s SpaCare Group, a division of SpaEquip, Inc. to makethe Stemulation Skin Care line available to spas across the United States.

3. Located in Middleburg, Virginia, Salamander Resort & Spa estimates thatapproximately one million bees are now residing at the property as part ofthe resort’s initiative to produce its own honey. The resort has alwaysfocused on obtaining locally sourced food and preserving the grounds, sothis partnership with a local beekeeper was a natural step forward.Salamander Resort & Spa also hopes that its initiative will help raiseawareness of the problems facing honeybees and other pollinators.

4. Hilton Head Health is offering three new and all-inclusive wellness pro-grams under its newly launched H3 Lifestyle. With H3 Lifestyle: HealthyKitchen, guests will learn to create healthy and delicious meals throughhands-on cooking classes and receive education, including a private nutri-tion consultation. Guests participating in H3 Lifestyle: Body + Mind willbe able to connect with their relaxed selves through medication and yoga,and take a Life Balance Assessment. H3 Lifestyle: Fitness is for guestswishing to maintain an active lifestyle and includes a week-long exerciseprogram and a personal training session.

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3

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SEE + BE SEEN BY ALLIE HEMBREE

At the recent East Coast ISPA Media Event held in New York,journalists were on hand to experience featured treatments from top global spas and product companies.

FOCUS ON FACIALS. Eau Spa at Eau Palm Beach Resort& Spa highlighted their HydrEAUfacials, which use HydraFacial MD

technology to extract and remove impurities and dead skin cells.

JAPANESE STYLE. Beau Rivage Resort & Casinooffered Hanakasumi. Inspired by Japanese tradition, the

treatment revives energy using reflexology.

FRESHUPDATE. colorescience

offered makeovers

with a celebrity

makeup artist

and educated

journalists on

how to address

skin-care concerns

and needs using

colorescience

products.

MAYAN TRADITIONS. Grand Velas Resorts offered the Bacaland Grand Cora Massages, which use Mayan corn and honey applied

using a corn cob for an exfoliating and detoxifying treatment.

MOISTURE BOOST. Cranwell Resort, Spa & Golf Clubshowcased BABOR hand and face treatments, using BABOR

products to boost the skin’s moisture and nutrient levels.


PROPER POSTURE. Mayo ClinicHealthy Living Program conducted

a Postural Analysis, explaining the ways

to achieve and maintain optimal

alignment for improved posture.

AROMATIC WHIFF. Mirbeau Inn & Spaoffered Monet’s Favorite Fragrance Massage,

an aromatherapy massage to address physical,

mental and emotional well-being.

FROM DOWN UNDER. Jindilli showcased their

BoomaGlam Massage, which uses a boomerang and

macadamia oil, honoring the company’s Australian heritage.

HEALINGHERBS. TheLodge at Woodloch

offered an Herbal-

infused Honey

Treatment, using

honey, sugar and

seasonal healing

herbs for a thorough

exfoliation.

HEALTHY FACIALS. Massage Envy Spa treatedjournalists to a Healthy Skin Vitamin C Infusion Mini Facial,

using Murad products formulated with pure Vitamin C to

repair and prevent free radical damage.

WELLNESSCONSULTA-TION. TheMayflower

Grace Spa gave

a Biochemical

Constitutional

Consultation,

with a wellness

therapist

recommending

biochemical

elements to best

support the

individual’s body.

CATCHING ZZZZ’S. MiravalResort & Spa offered a Healthy Sleep

Consultation, where Miraval’s sleep

specialist met with individuals and dis-

cussed how to improve sleep habits

and patterns.


SEE + BE SEEN

TOTE FOR A CAUSE. Through a partnership with

FEED, every attendee received a FEED tote bag. The

proceeds from these bags go to feeding a total of 20,000

hungry children through the World Food Programme. The

bags were sponsored by Spa Week Media Group, Ltd.

SOLE MATES. Omni Hotels & Resorts showcased

their Restorative Native Foot Treatment, a steaming aro-

matic herbal treatment to penetrate into tired soles and

relieve muscle tension.

FARM-TO-TREATMENT. Travaasa demonstrated Herbal Tinctures

for Healing, with Travaasa’s farm manager explained how to make infusions

using ingredients from the resort’s farm.

MINI TREATMENTS. BIG BENEFITS. Mini treatments were also

offered by (clockwise) Clarins, Essie, The Indigo Spa at Hilton Head

Health and Salamander Resort & Spa.

BOOKING WITH EASE. Media attendees were

able to pre-book treatments through the appointment

software ResortSuite.


PULSE:Who influenced your love for food and cooking?Alice Waters: Elizabeth David, Lulu Peyraud, Richard Olney,Diana Kennedy, Madhur Jaffrey, Cecilia Chang and Darina Allen.

P: What sparked the idea of Chez Panisse?W: I wanted a place where my friends could come and eat deli-cious food—the way I had experienced it during my time spentliving in France. I was looking for the taste of food in France andto share the awakening that I had there.

P: You once mentioned that when you started yourrestaurant business, you didn’t really intend to start afood revolution but simply wanted to offer differentflavors. What tipped the scale for you to eventually beactively involved in this revolution?W: When I realized how valuable the organic farmers were tothe success of Chez Panisse, I wanted to support them. So I puttheir names on the menus and spoke publicly about the impor-tance of local organic food.

ALICE WATERS—executive chef,

founder and owner of Chez Panisse—

adds a different flavor to the modern-day

food revolution. A passionate advocate

of the Slow Food movement, she

speaks of the indispensable role local

farmers play in providing everyone

access to clean and healthy food,

especially to children in public schools.

Waters, who will be gracing this year’s

General Session stage, has pushed for food

education through The Edible Schoolyard

Project, which calls for the integration of

nutritious daily lunch and gardening

experience in the academic curriculum of

public schools. For her efforts, she has been

widely recognized through multiple honors

and awards, one of which is the 2015 ISPA

Alex Szekely Humanitarian Award.

P: You are passionate about educating kids about sus-tainable food and providing them access to healthymeals in school. In what way has The Edible SchoolyardProject helped realize this mission?W: One thing The Edible Schoolyard Project has taught me isthat, when children grow food and they cook it, they all want toeat it. Our program helps to bring children into a new relationshipwith food, agriculture and the environment. An Edible Educationmodel with a sustainable school lunch program has the power totransform the health and values of every child in America.

P: In your opinion, what are the factors that drive the growing acceptance and support of the Slow Food movement?W: Taking care of the land, educating children, feeding ourselvesin nutritious and delicious ways and bringing communitiestogether at the table is the common language of Slow Food. Itwas the values of taste and pleasure that brought me into thismovement but I believe it is the values of social justice, connect-

CONVERSATIONS WITH ALICE WATERS BY MAE MAÑACAP-JOHNSON

2015 ISPA

ALEX SZEKELY

HUMANITARIAN

AWARD

RECIPIENT


ing to local and organic food movements, and the act of bring-ing people around the table together that keep people engagedand committed to Slow Food.

P: In what way has the palate of today’s consumerschanged in terms of the food they consciously consume?W: Supporting small local farms and bringing more farmer’smarkets to our cities means that more of us have access to deli-cious organic food being grown in the right way. Through thatexperience, our tastes and values change, and we begin to wantto do what is right. By that, I don’t mean only what tastes right,but what is right about an entire process of growing, harvesting,transporting, purchasing, preparing and eating.

P: Among the criticisms of organic and Slow Food areconvenience and cost. What needs to be done to makeorganic food more accessible and inexpensive?W: It is so important for people to understand that things canbe affordable, but they can never be cheap. Because if they’recheap, then someone is missing out— and that is usually thefarmer. Through an edible education in all public schools, webegin to value the farmer’s precious work and are willing to payfor it.

P: Some food manufacturers argue that Slow Foodactivists are out of touch with the realities of food supplyand farms. What are some of the pressing issues you seein agriculture that need to be quickly addressed tofurther promote sustainable food sources?W: We absolutely need to be supporting young farmers andbuilding networks and businesses of community-supported agri-culture. Farm-to-table restaurants are one way to ensure thedemand for local produce stays strong.

P: You’ve achieved a lot in preaching the virtues of SlowFood. What do you envision for the future in terms offurther advancing the food revolution?W: If we could change the criteria for purchasing food in schoolsto local and organic, we could change farming overnight. Feedingall children for free in our public schools addresses both theissues of health and equality. �

Personal Side NotesUltimate Comfort Food: Garlic Soup

Food Apps I’m Hooked On: Civil

Eats, Food 52 and Eat Italy

Book on My Nightstand Now: The

Man Who Planted Trees by Jean Giono

Dream Guest I’d Be Happy to Host for a Lovely

Dinner: Pope Francis—and I’d serve something

fresh from the garden

Hotel Amenity I Look for When Traveling:

Having windows that open is very important

to me. I like to have a room with a

bathtub, a garden to walk in

and of course, organic food in room service.

Live the Spa Lifestyle by: Making sure I

have a great massage once a week and a

bath every morning

“...when childrengrow food andthey cook it, they all want to eat it.”


H ow do you create a low-cost air purifier, a sourceof fresh organic ingredients and a key new sparevenue driver? Put up an “herb wall.” Designed

and created by WTS International for the Spa Evangelineat the Epicurean Hotel in Tampa, Florida, the herb wall is“living, breathing art” that has grown popular among spa

guests who want aromatic herbs grown feet away from treat-ment tables incorporated into their treatment experiences. “It is a

new way to customize a guest’s treatment beyond simply choosing an aromatherapy add-on,” says WTS Vice President of Spa Operations Susie Hammer.

ISPA INNOVATE AWARD

Herb Wallby WTS International

Charity Zen Wallby Spa Gregorie’s

CONGRATULATIONS to this year’s ISPA Innovate Award winners thathave been selected by ISPA members and recognized for their unique ideasand creative spirit in the following categories: experiences, products andbusiness practices!

W hich charitable foundation should a spa give to andsupport? To help answer this question, Spa Gregorie’sintroduced the “Zen Charity Wall.” Guests are invited to

place a stone in a bowl set in the“Zen Charity Wall.” The charitywith the most support gets the

largest donation. “This is uniquein the sense that it emotionally ties

the community closer to Spa Gregorie’s bycreating a collaborative partnership with our

community philanthropic efforts,” says SpaGregorie’s President Scott Duncan.

EXPLORING INNOVATIVE

IDEAS BY ANDREW DEWSON

EXPERIENCES


Bodhi Massage and Visualizationby Encore Spa at Wynn Las Vegas

Fusion + Studioby Living Earth Crafts

Body Therapeuticsby HydroPeptide

Luxury Spa Micro-Fiber Linensby Comphy Co.

“W hile peptides are common in facial skin care,HydroPeptide’s Scientific Advisory Board hasidentified the peptides that are most effective

in addressing a range of body imperfections,” says April Zangl,HydroPeptide’s chief executive and product co-formulator. Thisinspired HydroPeptide to create “Body Therapeutics,” a body-care

range that addresses body-specific concerns, such as stretch marksand scars, blemishes and arm bumps, cellulite, unsightly veins and

bruises, slackened skin, swelling and discomfort, and uneven skin tone.

PRODUCTS

L iving Earth Crafts’ “Fusion + Studio” combines a massagechair with a multitude of sensory technology enhance-ments: Zenvi™ Sound Cushion, LED chromatherapy

lighting, heat therapy and a security-mounted iPad with MovingArt™ featuring meditative journeys by renowned artist LouieSchwartzberg. “Because there is nothing like it and the experience itoffers is immediate and tangible, it functions as an indispensable spaequipment and as a means by which to promote spa business andgenerate revenue,” says Living Arts Chief Executive James Chenevey.

H ow do you breathe new life into age-old treatments?“Bodhi Massage and Visualization” experience by EncoreSpa at Wynn Las Vegas blends the physical benefits of a

massage with the benefits of increased positive mind and energylevels. Massage therapist Mary Weber explains that the treatment“balances the body’s subtle energies by incorporating massage,

colored light therapy, essential oils, chakra points, energy work, soundand vibration as well as a guided visualization.”

L aundry and linen replacement is a major expense forany spa. Comphy Co.’s range of linens, the firstspecifically designed for the spa industry, com-

bines breathability and softness infabric with practical benefits likedurability and low cost of ownership.Chief Executive Officer and Founder MiaRichardson attributes its company’s growthmainly by word-of-mouth marketing, which is why shemakes it a point to consider customer feedback wheninnovating products.


Sanitas Charitable Partners Programby Sanitas Skincare

BUSINESS PRACTICES

T he “Sanitas Charitable Partners Program”supports spas, charities and communities inthree ways: by buying back discontinued

product and distributing the money to local charities;by compensating its staff for days spent volunteeringlocally; and by matching funds raised at partnerevents. “Allowing business partners and teammembers to choose their own focus means we areable to support a much wider range of charities thanwe would otherwise. If more vendors and spas wereto implement similar programs, the potential to createsupport momentum for underserved communities andorganizations could grow exponentially,” says SanitasPresident and Chief Executive Lisa Crary.

A spa marketing and consulting group, Saxon/Hart’s “#BLANKCANCER”campaign has allowed millions of people all over the world to contributetheir voice to cancer awareness. Participants were asked to fill out the

sign, add their feelings about cancer and share over social media. “It is the onlycampaign of its kind that allows participants to lend their voice to the fightagainst cancer in any way they want as artistically, creatively and emphatically asthey are inspired,” says Saxon/Hart President Heidi Burkhart.

#BLANKCANCERby Saxon/Hart

Ayurvedic Philosophyby BodiScience Wellness Center & Spa

T eaming up with elementary schools and the Women’s DermatologicalSociety, colorescience’s “Sunstoppable” campaign aims to teach childrenand young adults about the importance of sunscreen and the dangers of

too much sun exposure. “We know that protection today means beautiful, healthyskin tomorrow but millions of Americans don’t always realize that every sunburncounts and UV rays can have an impact on your skin 365 days a year. We aim to

change the conversation because prevention through sun protection matters every dayto everyone,” says National Director of Hospitality & Strategic Accounts Lisa Edmonson.Providing shade from the sun is an important part of the campaign. Earlier this year, colore-science partnered with Ocean Knoll Elementary School in Encinitas, California and plantedsix trees in the school’s playground area. Aside from planting trees, the company alsodonated sun sails to ensure kids can take refuge from the sun when playing outdoors.

T o help broaden its guests’ knowledge on family wellness issues and empowerwomen to make better health decisions for themselves and their loved ones,BodiScience Wellness Center & Spa introduced “Ayurvedic Philosophy” in 1991.

“Using Ayurveda as a strong foundation, we shared with our clients about themany areas of health that needed to have a focus, not just diet and exer-

cise,” says BodiScience Founder and Chief Executive Dawn Tardif. Today,the spa inspires clients to pass on their health knowledge to their kids.“They have grown into incredibly well-educated, healthy youngadults. We see it now.” To strengthen its education-focused offering,the spa first teaches staff members, who in turn, share their knowledge

to guests. “We taught, shared with and invested in them throughweekly meetings and inspiration focus,” Tardif says.

Sunstoppableby colorescience

ISPA 2015 U.S. SPA INDUSTRY STUDY

POINTING UP

Spa revenues in 2014reached US$15.5 billion,which points to a 5.3percent increase from theUS$14.7 billion totalrevenue in 2013.

REVENUE

A modest 2.4 percentincrease in spa locationswas reported in 2014. Newspa locations reached atotal of 20,660 versus theestimated 20,180 newlocations in 2013.

LOCATIONS

2.4%Excluding the resort/hotel sector, 73 percent

of spas reported a 2014 profit percentage in excess of 10 percent, a sharp increase in comparison to

the 57 percent that reported increased profits in excess of 10 percent in 2013.

73%Profitability5.3%


Data from the ISPA 2015 U.S. SpaIndustry Study tells a story ofcontinuing growth, which carrieson last year’s “back on track”

theme and reflects the spa industry’s positive recovery since the economicdownturn in the previous years. The report shows growth in the majority of its“Big 5” indicators: revenue, spa visits,locations, revenue per visit and employment.

Moving Toward Positive Growth

OCT_Pulse15 9/7/15 4:43 PM Page 32

EMPLOYMENT

Spas added full-timeemployees, growing itsworkforce from an esti-mated 148,300 in May2014 to 153,800 in May2015. The increase indi-cates that full-timeemployment in the spasector has grown 3.7percent.

FULL-TIMEEMPLOYEES

The highest growth in the employment categorywithin the spa sector is in part-time employment.Within the May 2014 andMay 2015 period, therewere 7,500 more part-time jobs created in thespa industry, which represents a 4.8 percentincrease in the part-timeworkforce.

The increase in spa rev-enues was driven bystrong growth in thenumber of spa visits,increasing from 164million in 2013 to 176million in 2014. Thegrowth represents a 6.7percent increase in spavisits.

SPA VISITS

6.7%

When asked about theirexperienced in the pastsix months (September2014 to March 2015) com-pared to the same periodlast year, 69 percentreported an increase inclient spending per visit.

69%

2.9%Revenue per visit has slightly declined at 1.3 percent

compared to the reported revenue per visit (US$89) in 2013.

US$88REVENUE Per Visit

With an uptick in the U.S.economy evident in thelabor market, the positivegrowth in employment isfurther reflected in thespa industry. As of May2015, total employmenthas increased 2.9 percentcompared to the sameperiod last year. In total,the spa industry hired360,000 individuals versus349,900 in May 2014.

An overwhelming majority (89 percent) of respondents said they are “confident” that revenues will continue

to increase in 2015, indicating a continued positive outlook for the spa industry.

89%CONFIDENCE

LEVEL

3.7%

4.8%

PART-TIMEEMPLOYEES

CLIENT SPENDING PER VISIT


THE ISPA 2015 U.S. SPA INDUSTRYSTUDY is a members-only benefit. To download your copy, go to the Researchpage of experienceispa.com and log onusing your ISPA member login.

OCT_Pulse15 9/7/15 4:43 PM Page 33

ReasonsWhy You’ll Love Scott Harrison


He became his mother’scaregiver at a young age.When Harrison was only four

years old, his mother—then a journal-ist—suffered irreparable damage to herimmune system due to carbon monoxidepoisoning. The family just moved to theirnew house when the poisonous gasleaked from a tiny crack in a furnace. “Ibasically watched my mom go from thisvibrant woman to an invalid. Anythingwith chemicals—soap, fragrance or evenink from books—made her sick,” he says.

He went through andsurvived a rebelliousphase.

He grew up very active in church as ayoung kid, but took a wayward pathduring his adolescent years. At 18, hemoved to New York and was quicklydrawn into the nightlife scene, working asa club promoter. He was living large in thecompany of the rich and beautiful, party-ing hard and drinking harder. “I was amess,” he admits, recalling the lifestyle helived.

A decade later, he had a rude awaken-ing: Despite all the status and money, herealized he was emotionally, morally andspiritually bankrupt. It was then hedecided to give a year in service as a wayto slowly redeem himself for wasting 10years of his life.

He was turned down byevery single humanitar-ian organization he

applied for as a volunteer—except Mercy Ships.

s founder of charity:water and this year’s ISPAConference & Expo General Session Keynotespeaker, Scott Harrison has lived a life as inspir-

ing as the stories he tells. Raised in a Christian

home, he strayed and lived a worldly life as a

nightlife promoter for 10 years before he real-

ized how empty and meaningless his life was. “I was always

chasing the wrong things,” he recalls.

Lost but committed to finding his way back, he took a leap of

faith, gave up his lavish lifestyle and committed one year of his

life to service. Little did he know that one year was merely the

beginning of a lifetime of commitment to charity and service.

With his inspiring journey, there are many more reasons to

love Harrison—let us count the ways.

1. 2.

3.


ISPACONFERENCEKEYNOTESPEAKERWEDNESDAY, OCT. 21


On his second MercyShips trip as a volunteer,he learned of the immen-

sity of the global water crisisand was moved to do some-thing about it.Harrison’s second tour with Mercy Shipsbrought him to Liberia, a country tornby poverty and civil war for many years.It was during this trip that he met anengineer volunteer from Colorado whodug up wells for rural communities andshowed him the immensely dirty watersources from where people drink. Hecouldn’t believe what he was seeing and hearing about the lack of cleanwater access in Liberia and other developing countries. This experienceleft him with a profound impression onthe root cause of many of these people’sdiseases and how much more impact hecan have if he focused his service onhelping provide access to clean water.“My heart was on fire. I am going to do this for the rest of my life,” he says,returning home with a much clearermission.

To raise money forcharity:water, he threwone epic birthday party.

Combining his marketing and eventplanning skills honed from years ofexperience as a nightlife promoter,Harrison launched charity:water bythrowing an epic birthday party withone goal in mind: raise money forcharity:water. He raised US$15,000 fromthe party and used the money to buildand fix wells in Northern Uganda inAfrica. “We sent photos and GPS linksof the locations of the wells we’ve builtto the 700 people who donated andattended the party,” he says, adding thatit was always his goal to reinvent theway charitable organizations operate bymaking charity:water’s finances andwork transparent to the people whodonated.

“There are two things I want to dobefore I die: Provide access to clean waterand give people a charity they can believein,” Harrison says. At the rate he is going,it doesn’t seem he’s very far off fromticking these items off his bucket list. �

When he started to apply for volunteerwork in humanitarian organizations, everysingle one turned him down. “They haveno interest in taking on a nightclub pro-moter to their mission,” he says. Finally,he heard from one organization calledMercy Ships, an international hospitalship that provides lifesaving surgeries topeople without access to medical care.“They called me and said, ‘If you’rewilling to pay us US$500 a month, youcan volunteer with us.” He boarded MercyShips with 300 volunteers and headed forAfrica.

He loves telling storiesthrough his lens.With his passion to tell stories

through photography, he volunteered todocument Mercy Ships’ work through hislens. Although he was ready to share eachpatient’s story, he realized he wasn’t emo-tionally prepared for what he was aboutto see. At the time, Mercy Ships can onlyprovide 1,500 medical surgeries, but closeto 7,000 people with medical conditionsshowed up in the stadium. “Knowing thatmore than 5,000 people will be turnedaway was really hard,” he says. Then hesaw the first person in line—a boy namedAlfred with a giant tumor on his face. “Ijust remembered looking at his eyes, and Iwas terrified,” he says. “I ran into thecorner of the stadium—I lost it.”

Despite the initial shock, he soon real-ized how transformative it is to seepatients embraced back into their commu-nity after the surgery. “It was a reallyunique position to be the photographerand see unimaginable suffering, and thensee hope brought by these doctors andvolunteers who have served,” he says.

4.5. 6.

“There are two things I want to do before I die:Provide access to clean water and give people acharity they can believe in.”

TO KNOW MORE about Harrison and charity:water, visit charitywater.org.


Pulse: Can you share somelessons that can help new com-panies survive and thrive,especially during the criticalfirst few years of business?Zuckerberg: The odds of succeedingas a startup have been said to be oneout of every 10 and, according to theU.S. Census and Bureau of LaborStatistics, only about half of small busi-nesses fail in the first five years. Butfailure doesn’t necessarily mean thatyour business won’t turn a profit. Youhave to get accustomed to failure.Wayne Gretzky was the highest scorer

andi Zuckerberg, founder and CEO of Zuckerberg Media,knows the pains and joys of building a startup company. “It’s dif-ficult to live in Silicon Valley and not want to have your ownstartup. When you’re surrounded by so many passionate peoplesolving difficult problems to change the world, every single day,

you can’t help but feel inspired to flex your own entrepreneur-ial muscles,” says the editor-in-chief of digital lifestyledestination, Dot Complicated.

Zuckerberg says the rewarding aspects of launching a startup canfar outweigh the challenges if one stays focused and perseverethrough the hard times. “When you take baby business steps andwork through obstacles, you can celebrate those small victoriesthat add up to a greater whole. It’s an amazing feeling,” she says.

In this candid interview, Zuckerberg offers a glimpse into thelessons she learned, the tech trends she’s keeping an eye on, and

why she gives her self a permission to be imperfect.

P: How did your previous workat Facebook influence the wayyou lead, manage and operateyour own business today?Z: At Facebook, I noticed a lot of theinnovation in online content had been bymen for men and I wanted to changethat. At Zuckerberg Media, I wanted totarget more “wired women”—an emerg-ing demographic of everyone, from youngworking women to grandmothers, whospend two to three hours a day online. I’dbeen taking notes from the women I’veworked with along the way: Diane Sawyer,Tina Brown, advertising legend Shelly

in the NHL but he also missed the mostshots. You have to take risks and haveconfidence in yourself taking those risks.How someone else ran his or her owncompany may not be the best way foryou to run yours. Make sure to stay edu-cated on your industry. See what else isout there. Listen to podcasts, readbooks, stay in the game and stay rele-vant. And never, never, never giveup—just reassess and keep on keepingon. Just like a GPS in your car, if youmake a wrong turn, you have to recali-brate. Ask questions, get businessmentors and believe in yourself.

PHOTO CREDIT: DELBARR MORADI


CANDIDRANDI

Simplifying Dot Complicated

ISPA

CONFERENCE

KEYNOTE

SPEAKERMONDAY, O

CT. 19


positive impact for everyone.

P: How can businesses bestuse and leverage big data totheir advantage withoutmaking consumers feel threat-ened with issues like intrusionof privacy?Z: I think that companies need to do abetter job of educating their customersas to why they need their data to deliverthem a better experience. Businessesspend so much money building theirapps and web presence, and so muchmoney marketing...but they forget tospend money and time educating theircustomers. If a customer immediatelysees a pop-up asking for data, or don’tfully understand why a business needsto access their location, of course theyare going to be anxious about theirprivacy. But if you can explain to themthat giving access to their locationenables you to improve their daily lives,then you stand a much better chance.Of course, once you make that promiseto your customers, you need to actuallydeliver on it with a good product!

P: You’ve authored a book enti-tled Dot Complicated. If youcan drill it down to the basics,what’s the one most importantinsight you’d like readers totake away from your book? Z: How important it is to find a work-life balance. You can’t pay attention to everyone and lately, it’sbecome difficult to pay attention even to yourself. I follow a simple mantra:Work. Sleep. Family. Friends. Fitness.Pick three. These are the essential things we need, but can’t do every day.Choose how to spend the in-betweenmoments of your day, don’t let it justhappen. In the quest for work-lifebalance, you have to give yourself permission to be imperfect. �

Lazarus, and Facebook’s COO, SherylSandberg, among them.

I learned how to reach people andcapture attention—something Facebook isrevolutionary for. My idea was to distrib-ute our own content wherever people arewatching. We want to be with our audi-ence, from tough political coverage to thefun show that they’re watching at the endof the day. I needed to shed my image assomeone who has produced only for technerds so that when people heard thename “Zuckerberg” they didn’t just thinkit’s that one Zuckerberg from Facebook.

P: What are some of the trendsyou’re seeing in terms of howpeople want to consumecontent and how it’s deliveredto them?

in GIFs and emojis in what is almost dis-posable-like content.

P: How do you envision thefuture and intersection of well-ness and technology?Z:With technology changing the manyfacets of life, it’s only a matter of timebefore personal health and health carebecome another conquest of the digitalworld. Never before have we been soconnected to medical information andmedical providers as we are today. Butwhere medicine will really benefit mostis from online feedback, questions andcommentary. Through the use of onlineanalytics and algorithms, medical professionals can determine the sideeffects certain medications have within a particular demographic before a sick or

Z: I actually just discussed this on myradio show Dot Complicated [onSiriusXM Business 111]. One of myguests, Christian Brucculeri, CEO ofSnaps (makesnaps.com), was sayinghow consumers are spending two tothree hours a day sending messagesback and forth. This means the nextwave of brand advertising and com-merce will be seen through visualmessaging. Since the average attentionspan hovers somewhere around eightseconds, snackable media—such asInstagram and Vine—will become evenshorter in length. We will see an uptick

injured person ever makes it into theemergency room simply based on aGoogle search.

Patients can get matched to special-ists, doctors can recommend otherdoctors in or out of their respectivefields, and soon all health records will beconsolidated onto one easy-to-managedata repository. With innovative compa-nies such as CellScope, which has theworld’s first smartphone-enabled digitalfirst-aid kit, and interactive health-carecompany HealthTap, the technologicaldisruption will bring health back tohealth care, generating a tremendous

“With technology changing the many facets of life, it's only a matterof time before personal health andhealth care become another conquest of the digital world.”


GerryO’Brion

KristineHuffman

AndreaFoster

ScottFriedman

DeborahEvans Parker

Be grateful for what youhave and always pay itforward.

BEST PIECE OF ADVICE GIVEN TO

YOU:

Follow your interests,not what you “should”do.

FAVORITE MOBILE APP:

LOOKING FORWARD TO SHARE WITH ISPA

CONFERENCEATTENDEES:

MUST-READ BOOK:

Connecting withCustomers

Big Branding, SmallDollars - Grow Any Spa like a Billion-Dollar Brand

Get it done! From Visionto Action in Three Steps

Spa & Wellness: Drivingthe Opportunity in

Hospitality

Spa Trends to Implement Today

Pause and breathebefore responding.

What other peoplethink of you is none ofyour business. Boldlybe you.

Abundance flourishesin a grateful heart.

The breakthroughspeople have during thepresentation

The planning tools thathave helped me build asuccessful career inhospitality

How spa industryleaders can interpreteconomic, hospitalityand spa industry datato help them optimizethe performance oftheir spa

How to turn on yourGPS (Gratitude, Playand Surprise) The potential of this

amazing industry

Positioning BY AL RIES AND JACK TROUT

Rising StrongBY BRENE BROWN

Clear LeadershipBY GERVASE R. BUSHE

On Fire at WorkBY ERIC CHESTER

The New WellnessRevolution: How to Make a Fortune in the NextTrillion Dollar IndustryBY PAUL ZANE PILZER

Do you know which apps this year’sProfessional Development Session(PDS) speakers use for their ownbusiness or work? What books

would they recommend you add to your must-read list? Get to know some of the PDSspeakers in the last part of this feature series.

eSpeakers Delta LinkedIn FlightTrack Twitter

HIGH PROFILE:

Spotlight on Speakers

BY JENNIFER DUCKWORTH

LAST OFTWOPARTS


PattiBiro

TanyaChernova

PaulaGregorowicz

PetraKolber

BoldijarreKoronczay

My mom once told me,“Reach for the stars butkeep your feet on theground.”

Do what you loveand it will never feellike “work.”

Strengthening YourBottom Line byElevating yourEmployees’Happiness

Get Gift-Card Savvy—Maximizing the Power

of Gifting

Increasing Sales andEmployee

PerformanceThrough Effective

Goal-setting

The Art of Pain-FreeProfitability:

Adventures in DoingLess and Earning More

Achieve Your Dreams:Steps to Turn YourVision into Success

Don’t wait for everythingto be perfect, just start.

Some people are goingto love you and someare going to hateyou—it has more to dowith them than you. Sojust keep being true toyourself.

Be generous with yourknowledge and humblewith your success.

Inspiration, innovationand at least three newout-of-the-box ideasthat they can implementtomorrow

I look forward to reigniting their passionfor our amazing industry, to connectthem to their purpose,their power and theirability to make a mean-ingful and joyfuldifference in the lives of everyone they touch.

Being profitable is notabout how much youmake—it’s about beingintentional, keepingmore of what you make and using it tocreate a great life. If you feel like a hamsteron a wheel or a slave in your business, todayis the time for that toshift.

The power of thepause and that we get18,000 chances a day(in between eachbreath) to choose howwe want to affect theworld and thosearound us

The story behind our charitable initiative,Eminence Kids, and thechallenges and tribulationsof building a successfulbusiness from the ground up with socialresponsibility

Why She BuysBY BRIDGET BRENNAN

Goals! (How to GetEverything You Want—Faster Than You EverThought Possible) BY BRIAN TRACY

Profit FirstBY MIKE MICHALOWICZ

Delivering Happiness BY TONY HSIEH

The How of HappinessBY SONJA LYUBOMIRSKY

BookerUber MileBugWord Swag Alarm

BEST PIECE OF ADVICE GIVEN TO

YOU:

FAVORITE MOBILE APP:

LOOKING FORWARD TO SHARE WITH ISPA

CONFERENCEATTENDEES:

MUST-READ BOOK:

WANT TO SEE the latest scheduleof this year’s sessions and speakers?Visit pulse.experienceispa.com to seethe full PDS list.


Pulse:What’s keeping you busy? Erik Wahl: I write and paint every single day. Writingis to thinking as painting is to seeing. They are the lensesby which I view the world and process new ideas. I amcurrently publishing my second major book in the springof next year. I also have a production team of developersand agents creating online curriculum and films to makemy writings, ideas and artwork into consumable andactionable bite-sized chunks.

P: How do you productively manage your time?W: I am exceptionally disciplined in how I delegate time,including on relaxation, meditation, massage, yoga, wanderwalks, writing, working out, eating, relationships, research andstrategy.

P: How do you continue to grow your knowledgein your area of expertise?W: I consume information and musings from a wealth of differ-ent channels—from literature, art, movies, business, speakers toTED talks. I love this diversification.

P: How do you handle stress in your daily workand personal life?W: Very intentionally. I am a passionate and wildly volatile indi-vidual. It is my greatest asset and my greatest weakness. To theextent that I am aware of this is the extent that I can harness

and manage it. As I feel stressovertaking my soul, I intention-ally relax, breathe, meditate andget a massage to physicallychange the sight, smell and feelof the environment of mystress.

P: If you have a chanceto hear a fellowspeaker or an expert inanother field speak atan ISPA Conference,

who would you like to see and hear? W: I see a different speaker every single day being on tour. Ienjoy some. I learn from some. And I am bored by some. Itdepends as much on my current state of mind as it does ontheir content, skill or presence on the stage. But truth betold—I prefer live music to speakers. I get much greater ideasand inspiration from a concert than I do from an individualspeaker.

P: Recalling the time you spoke on stage at theISPA Conference, what was your favoritemoment?W: My favorite ISPA moment was remembering the engage-ment of the audience. The best kind of audience is an engagedaudience—and ISPA was the best.

hroughout the ISPA Conference & Expo’s history, a remarkable number of speakers

have graced the General Session stage—all leaving an indelible mark in the hearts of

attendees who were once touched by their inspiring message of living life fearlessly, creatively

and generously.

For ISPA’s 25th anniversary, let’s lean back and enjoy a cup of tea while we catch up with

some of the ISPA Conference’s well-loved keynote speakers.

Catching Up with Past Keynote SpeakersBY MAE MAÑACAP-JOHNSON

Where

TheyARE

Now

ERIK WAHLGraffiti Artist, Entrepreneur and Author of UNthink

2004 and 2014 ISPA Conference & Expo Keynote Speaker

FOR MORE ABOUTWahl and his creative visions, visit theartofvision.com.


books, 1,000 studies and inter-viewed 200 experts. That’s a lotof knowledge collection!Otherwise, my advice is toschedule regular time, five daysa week to read books or keytrade publications that improveyour understanding of thefuture, how you can betterperform and how your col-leagues can succeed. Read abook a month and you’ll get alot smarter, faster!

P: How do you handle stress in your daily workand personal life?S: It gets back to my earlier point about managing time: Don’tjoin the multi-tasking rat race. Do one thing at a time, with allyour devices and notifications turned off. Also, I don’t go onlinefor the first 45 minutes of the day. I walk my dog, have coffeeand read a little. This makes a big difference on my psyche. Thelast thing I’d suggest is that you constantly reframe the news tounderstand if it’s really bad or just “get-busy” (meaning, you’llhave to change, adapt or do extra work). Once you get thereframe habit going, not much will really stress you out.

P: If you have a chance to hear a fellow speakeror an expert in another field speak at an ISPAConference, who would you like to see and hear?S: I’d like to see David Burkus, author of The Myths ofCreativity, talk about innovation both at work and in marketing.He’s got a brilliant point-of-view about what it really takes toproduce beautiful work that is unexpected and effective.

P: Recalling the time you spoke on stage at the ISPA Conference, what was your favoritemoment?S: My most memorable moment was after my talk, when I hada chance to meet with your members. They are kindred spirits tomy key message: Bring love to work every day. Build up every-one you do business with. Be the person that parts the cloudsin others’ lives “so the joy can shine through.”

Pulse:What’s keeping you busy? Tim Sanders: I’ve just completed my fifth book, enti-tled Dealstorming. It will be published Feb. 23, 2016 byPenguin Portfolio. It’s targeted to sales leaders andaccount executives and offers a process for building adiverse team to solve big challenges through collabora-tion. Otherwise, I spend my days traveling to speak atconferences and meetings.

P: How do you productively manage your time?S: The trick for me is to “single task” (do one thing at a time)and use the Evernote service so everything I do can be synchro-nized to any of my devices. It allows me to capture all my ideas,information, interviews and project work in one place. The othersecret to time management is to push back on projects or“asks” that aren’t on my product, marketing or servicesroadmap. I still do favors for people, such as mentorship or net-working, but I have a strict budget for these things.

P: How do you continue to grow your knowledgein your area of expertise?S:Writing new books is a good way to increase your expertisein an area quickly. For my latest book, I’ve read over a hundred

TIM SANDERSMotivational Speaker, Consulting Expert and Authorof The Likeability Factor, Saving the World at Work,Love is the Killer App and Today We Are Rich

2005 ISPA Conference & Expo Keynote Speaker

TO READ A SUMMARY of Sanders’ latest book,Dealstorming, visit tinyurl.com/DSsummary1. Plus,visit timsanders.com to know more about his otherbooks and access free tips and downloads.

P: If you have a chance to hear a fellowspeaker or an expert in another field speak atan ISPA Conference, who would you like to seeand hear? B: I’d like to hear Isadore “Issy” Sharp, founder of FourSeasons Hotels and Resorts and Sir Richard Branson, founderof Virgin Group. Issy is a class act as a human being while SirRichard is an outstanding innovator.

P: Recalling the time you spoke on stage at theISPA Conference, what was your favoritemoment?B: I spoke a couple of times at the ISPA Conference. Thesecond time I spoke, an attendee told me how her life waschanged after she followed my recommendation and switchedto a vegetarian diet. She brought a before and after photo ofher 50-pound weight loss. �


Pulse: What’s keeping you busy? Peter Burwash: I just completed my 11th book entitledBehind Every Lesson There is a Wonderful Journey. I am alsohelping to build schools for girls in India.

P: How do you productively manage your time? B:Write everything down. We are on information overloadthese days. Stay away from smartphones. They truly are“weapons of mass distraction,” and an addiction for so manypeople.

P: How do you continue to grow your knowl-edge in your area of expertise?B: Read, read, read. I read magazines and newspapers, andask questions to everyone I meet.

P: How do you handle stress in your daily workand personal life?B: I start my day with a 7 am yoga class. Plus, I always try toremember Billie Jean King’s quote, “Pressure is a privilege. Itonly comes to those who earn it.”

PETER BURWASHFounder and President of Peter Burwash International,World-Renowned Tennis Coach and Author of The Key toGreat Leadership, Total Health, Tennis for Life andImproving the Landscape of Your Life.

2004 ISPA Conference & Expo Speaker

BURWASH RECENTLY became the 10th inducteeinto the Tennis Industry Hall of Fame. As the soleinductee for 2015, Burwash will join tennis legendsBillie Jean King, Nick Bollettieri and Dennis Van derMeer. For more about Burwash and his work, visitpbitennis.com and peterburwash.com.


1. The first gatheringthat sparked the idea.The idea of creating a community likeISPA was sparked by a group of spa pro-fessionals who first gathered in 1990 fora spa symposium at New Age HealthSpa in Neversink, New York. Envisioningan association that will serve as the voiceof the global spa industry, the groupfounded the International Spa and FitnessAssociation and held its first ISPA Conference a year later.

2. The first ISPA Conference. In 1991, thefirst ISPA Conference was held at Turnberry Isle Resort

There are so many highlights within ISPA’s 25-year history. It’s impossible tosum up all the many milestones and historical firsts, but we can’t moveforward unless we learn to look back and appreciate the journey made. Here’s

to 25 years—and cheers to 25 more!

Attendees joined the stretching activity at the 1999 ISPA Conference & Expo at

Saddlebrook Resort in Tampa, Florida.

& Club in Aventura, Florida. A total of 150attendees representing 10 countries attendedthe event.

3. The launch of ISPA’slogo. The first ISPA logo was offi-cially released in 1992. It has sinceundergone several makeovers, including aredesign in 1994 and a logo refresh in 2014.

4. The publication of the first Pulsenewsletter. The publication of the first Pulse issue in

spring of 1992 solidified Pulse’s role in ISPA’s history as its officialtrade publication and the preeminent resource for spa professionals.

DEFININGMOMENTS BY MAE MAÑACAP-JOHNSON

ISPAEVOLUTION

Featured on the cover of its first issue is theelection of ISPA’s first Board of Directors.Werner Mendel, owner and operator of NewAge Health Spa in Neversink, New York, waselected ISPA’s first president. Deborah Szekely,founder of Rancho La Puerta, was appointed“honorary chairman for life.”

5. The first ISPA MediaLuncheon. On July 1995, the firstISPA Media Luncheon (now ISPA Media Event)was held in New York with a total of63 journalists in attendance. Theinvite-only event has continued togrow through the years. Nearly 150top journalists attended the recentEast Coast ISPA Media Event in NewYork.

6. The launch of theinaugural Silent Auction. The first ISPA SilentAuction was held during the 1995 ISPA Conference atWyndham Anatole Hotel in Dallas, Texas. Proceeds from theevent were donated to the Susan G. Komen Foundation. Theannual Auction has since grown to include a Live Auction andwas later officially named ISPA Foundation Live & SilentAuctions. Proceeds of the Auctions help to support the ISPAFoundation’s research and educational initiatives.

ISPA's early newsletter highlights the

importance of attending the ISPA

Conference & Expo.


7. The establish-ment of ISPA’sinternational chap-ters. To strengthen itsinternational presence, ISPAestablished its Europeanchapter in 1997. A year later,the first ISPA Conference ofits European Chapter washeld in Austria. Its Asia-Pacific Chapter was laterestablished in 1999. Then,

in 2003, both chapters were absorbedinto the rest of the membership to reflect a unified ISPA voice.

8. The rebranding of ISPA. In 1998, ISPA wentthrough a brand identity makeover, starting with a

name change. The International Spa and Fitness Associationdropped “Fitness” from its name. The rebranding alsoincluded an unveiling of a new logo during the 1998 ISPAConference at The Broadmoor in Colorado. The new brandidentity included a globe as a visual element to emphasizeISPA’s international scope.

9. The founding of ISPA Foundation.In 1999, the ISPA Education Foundation (now ISPAFoundation) was created from an initial seed grant ofUS$30,000 from Vicenzo R. Marra, founder of Italian BeautyInnovations. Today, the ISPA Foundation continues to fundand support industry-related education and research, andprovide scholarships to the spa industry’s future leadersthrough the ISPA Foundation Mary Tabacchi Scholarship.

The international attendees were all smiles at the 1998 ISPA Conference

& Expo held at The Broadmoor in Colorado Springs, Colorado.


10. The evolution of Pulse into aglossy magazine. From an eight-page,

black-and-white newsletter, Pulse evolved into a glossy magazine in 1999. The new, full-color format allowed theaward-winnig Pulse magazine to better engage readers, helpingreinforce the magazine’s growing status as a leading source forspa industry news, game-changing trends and expert insights.

11. The launch of the new website. In 2000, ISPA launched its new website, experienceispa.com. ISPA’s online presence provided ISPAmembers easy access to valuable industry resources and information 24/7. Earlier this year, ISPA rolled out a refreshedand digitally responsive website.

12. The first ISPA U.S. Industry Studywas released. The first ISPA U.S. Industry

Study, conducted by PricewaterhouseCoopers, was released in2000. Monitoring the “Big 5” indicators in the spa industry, the study allowed ISPA members to stay abreast with industrytrends. The first report predicted a rapid spa industry growthand indicated that there were 5,689 spa locations and 95 millionspa visits in 1999. In contrast, data from the ISPA 2015 U.S. SpaIndustry Study showed that spa locations have reached 20,660and spa visits were estimated at 176 million in 2014.

13. The launch of the Supervisory SkillBuilders program. In 2003, ISPA launchedits Supervisory Skill Builders program. As a prerequisite to aCertified Spa Supervisor (CSS) designation, the SupervisorySkill Builders program consists of nine books, each customized to key supervisory areas in the spa industry.

14. The creation of the ISPA AlexSzekely Humanitarian Award. The firstISPA Alex Szekely Humanitarian Award was given to CooperAerobics Center founder Dr. Kenneth Cooper during the 2003ISPA Conference & Expo at the Wyndham Anatole Hotel inDallas, Texas. The award recognizes exceptional contributions to well-being and honors the memory of former ISPA president,Alex Szekely, whose family founded Rancho La Puerta.

15. The release of the first ISPAConsumer Trends Report. In 2004, ISPAreleased its first ISPA Consumer Trends Report. Conducted byThe Hartman Group, key findings in the study pointed towardconsumers’ enhanced interest in local and indigenous spa experiences as well as a growing need for customization.

16. The record-breaking attendance atthe 2006 ISPA Conference & Expo.At the 2006 ISPA Conference & Expo at The Venetian ResortHotel Casino in Las Vegas, Nevada, the event hit a historicalfirst with 3,302 spa professionals in attendance, the mostnumber of attendees the event has ever had. A testament tothe event’s growing reputation as the premiere spa industryevent, the ISPA Conference & Expo has grown exponentiallysince it was first held with 150 spa leaders in attendance.

17. The official release of the ISPAMission/Vision. In 2003, ISPA released itsofficial mission and vision. ISPA continues to uphold itsvision “to be the leader in promoting and enhancing the well-being of the spa industry and the people it serves.”

(CONTINUED ON PAGE 54)

Attendees enjoyed an evening of fun during the 2000 ISPA Conference &

Expo at The Venetian in Las Vegas, Nevada.

Past members of the ISPA Board of Directors.

ISPA EVOLUTION: 25 DEFINING MOMENTS

(CONTINUED FROM PAGE 52)


1 8 9:10 AM

18. The ISPA Pavilion. In2007, the first ISPA Pavilion washeld during the Lifestyles of Health andSustainability (LOHAS) 11 Forum held inMarina del Ray, California.

19. The release of the first-ever ISPA GlobalConsumer Report. In 2007, ISPA and ITECFrance partnered to produce the first-ever global spa industryresearch. With respondents from 12 countries, the reporthighlighted ISPA’s role in providing global spa industryinsights. The report estimated nearly 100 million active spa-goers worldwide.

20. The inaugural ISPA FoundationMary Tabacchi Scholarship. In 2008,Arizona State University Michelle Bashore became the firstrecipient of the ISPA Foundation Mary Tabacchi Scholarship.Named in honor of industry pioneer and Cornell UniversityAssociate Professor Mary H. Tabacchi, the scholarship helpsmold future spa leaders.

21. The release of the first monthlyISPA Snapshot Survey. The firstmonthly ISPA Snapshot Survey was released in 2009. Resultsfrom the January 2009 survey reflected the economic downturn with 69 percent of spas reported a decline in spavisits in the fourth quarter of 2008. The recent survey results(see page 92), however, point to an overall positive outlookfor the spa industry. The Snapshot Survey continues toprovide relevant insight on the most current industry trends.

22. The release of theFinancial Managementfor Spas course and textbook.In 2010, ISPA released the FinancialManagement for Spas, one of ISPA’s many

valuable resources. Always a leading resource ofindustry knowledge, ISPA has published several other resourcesthroughout the years, including books like Retail Managementfor Spas, Uniform System of Financial Reporting, Spa OperationsManual, to name a few.

23. The launch of the ISPA FoundationConsumer Snapshot Initiative.In 2011, the ISPA Foundation commissionedPricewaterhouseCoopers to conduct the Consumer SnapshotInitiative in order to better understand consumer choices andtheir overall perception of the spa industry.

24. The launch of the inaugural WestCoast ISPA Media Event. Seeing aneed to engage top journalists in the West Coast, ISPAexpanded its highly successful Media Event to launch theWest Coast ISPA Media Event in 2014. Held in Beverly Hills,the inaugural event was attended by 100 journalists.

25. The continued growth of ISPA'smembership. Since it’s founding, the ISPAcommunity has continued to grow, with membership currently exceeding at 4,000 representing 77 countries worldwide. �

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PA R T O F T H E P E R F O R M A N C E H E A LT H FA M I LY O F B R A N D S

9:10 AM


Along with ISPA which turns 25 this year, many otherISPA members are also marking a milestone withmore than two decades in business. What was it likewhen they first opened their spa or business? Whatwere the struggles and victories? How have theywithstood the test of time?In this special anniversary series, discover the

lessons and stories behind some of the spa industry’smost enduring spas and companies.

EDITORS’ NOTE: Are you celebrating your 25-year or more

anniversary this year? Email us at [email protected] for an oppor-

tunity to be highlighted in this special anniversary series in Pulse.

SpecialAnniversary

Series

BY ALEXANDER MENRISKY


ELEMISLondon W1K 5EX, United Kingdom

In the 25 years since its founding,Elemis has grown into a reputedBritish skin-care and spa line. Thecompany serves over an

estimated six and a halfmillion clients in 60 coun-tries, bringing togethernature, science and aromat-ics through aromatherapyand body care.

“Elemis has always been a treatment-led brand, using a combination ofrigorous clinical trials and feedback fromtherapists to perfect formulas,” saysChief Marketing Officer Oriele Frank.

The brand has long been dedicatedto international growth and hasexpanded enormously outside its U.K.base, learning how to operate differentlyin various countries across a variety ofcultures and skin types. In recent years,the brand has embraced the digitalmarket and continued its internationalpush, branching out into travel spas andcruise ships, while maintaining its retailsuccess.

“To support our ever-growingnetwork of international Elemis thera-pists, we plan to open new trainingacademies across the world to delivertherapy training and business skills thatultimately help make spas a successfuland profitable business,” Frank says.“We have also invested in our online

training center so that therapists canbuild on their knowledge in the work-place or at home.”

To celebrate its 25th year, Elemis hasrolled out numerous changes and spe-cials, including three anniversaryproducts—a super-sized Pro-CollagenCleansing Balm, a silver-embossed Pro-Collagen Marine Cream and itscelebratory silver Cellular Recovery SkinBliss Capsules. The House of Elemisopens with a new treatment menu and arefreshed brand, including newlydesigned modern packaging with clearlycommunicated product benefits.

“Our biggest and most exciting newtreatment launch is BIOTEC Facials,”

Frank says. “The power of actives, tech-nology and touch are combined todeliver clinically proven results.”

The company’s upcoming rebrandingcampaign and The House of Elemislaunch are new contributions to a longlist of what Frank considers to be majorturning points for Elemis. Frank, along-side Elemis’ two other co-founders,Noella Gabriel and Sean Harrington,especially remembers the launch of thecompany’s Pro-Collagen Marine Creamin 2003, which placed Elemis on themap in anti-aging skin care.

“At the heart of the brand, we willalways stay true to our belief that itmust have an incredible texture, aromaand experience, while delivering the bestresults,” Frank says.

LONGEVITY TIP: “Always aim todeliver the best in what you do. Liveand breathe your brand from yourhead office to the customer’s journey.Don’t be afraid to make changes,embrace it and drive it. Listen to yourclients and customers and enjoy therelationships.”

25YEARS!

Clockwise: The Elemis team at The House of

Elemis located in the United Kingdom; Elemis

Men's Skin-Care line and Elemis Chief Marketing

Officer Oriele Frank.



GLEN IVY HOT SPRINGSCorona, California

Glen Ivy Hot Springs is one ofthe oldest and most esteemedspas in the United States. Itopened its doors 155 years

ago in March of 1860 as TemescalHot Springs. To put that age intosome perspective, Billy the Kidwas still Billy the Baby whenGlen Ivy started taking customers.Over the first few decades of itsoperation into the 20th century, Glen Ivyexpanded its property and services, finallytransforming into the modern destinationresort it is today in the prosperous post-war economy of the late 1940s and 50s.

A change of ownership in 1977resulted in several exciting new develop-ments. The Lounge Pool was added in1984, the Bath House in 1999, theRoman Baths in 2001, The Grotto in2002 and Under the Oaks in 2007. Thefacilities currently house 72 rooms andstations in five buildings, and the spa’streatments use both organic and luxuryingredients to complement personalwellness healing services such as yogaand fitness activities.

“The Glen Ivy experience aims toinspire an approach to personal healththat comes with the integration ofcertain timeless values that can be found on the Wheel of Wellness,” saysCEO and President Jim Root. “WithGlen Ivy Hot Springs at its most progressive point to date, 2015 isgearing up to usher in a new era of wellness for this acclaimed property.”

To commemorate the 155th anniver-sary, Glen Ivy Hot Springs is offeringguests a special package for USD$155 that

includes a 50-minute service, Grotto and“Taking the Waters” admission, and achampagne toast. The spa is also hostinga 155th Anniversary Media Event for spaand wellness writers, bloggers and socialmedia influencers to celebrate the organi-zation’s rich history, development and itsnew directions.

“In the next 25 years, we’re headed‘back to the future.’ Glen Ivy will onceagain be a true wellness destination withovernight accommodations, programs, aworking farm and access to the wondersof the Santa Ana Mountains as was firstavailable in our founding year of 1860,”Root says.

LONGEVITY TIP: “Honor [your] spa’s rich history and look forward to a future ofserving generations of guests and providing memorable, meaningful and enjoyableexperiences to everyone, every day.”

155YEARS

!

Top: Glen Ivy Hot Springs in its early years as a

pioneering wellness destination. Right: Guests

enjoy a detoxifying mud bath. Below: The desti-

nation spa's lounge pool was added in 1984.


MARKING A MILESTONE



JURLIQUESanta Monica, California

What started as an idea inSouth Australia in 1985has grown into the majorglobal brand

that Jurlique is today,thanks to its unrelentingcommitment to thefounders’ vision: pureand effective skin careborn out of the application ofmodern technology to time-honoredorganic formulations.

“The core of the brand is the same asit always has been,” says RoseFernandez, vice president of sales andmarketing, North America. “We main-tain our farm in the Adelaide Hills ofSouth Australia and our own manufac-turing facility is just up the road fromthe farm. It is exciting to note that weare undergoing a major expansion in the area. Proudly, we do this with the latest global sustainability and operational standards.”

As a global brand, Jurlique has astrong presence in Asia, Europe, NorthAmerica and Australia. The year 2014proved to be a milestone year for Jurliquefor the launch of its latest technologycalled Nutri-Define.

“Nutri-Define is a real milestone innatural as it touts patent-pendingtechnology with Biosome5 anddelivers unexpected textures,efficacy and scents in a sophisti-cated and luxurious range,”

Fernandez says.This year, Jurlique marks its 30th

anniversary by launching a limitededition version of its best-sellingPrecious Rose Hand Cream.“Understanding the process for how wedeveloped this hand cream is integraland speaks to the authenticity of our

brand,” Fernandez says. “In crafting thePrecious Rose Hand Cream, weemployed an innovative method of col-lecting precious rose water from pureAlchemist Roses through a dehumidify-ing process.” The roses, she furtherexplains, were carefully picked by handand placed in a drying shed where dehu-midifying is used to preserve and extractpure Rosa Gallica flower water.

“These roses have been tenderlygrown, meticulously nurtured and hon-orably harvested by Jurlique in theAdelaide Hills for 30 years.”

LONGEVITY TIP: “Stay committedto your truth, even if your thinkinghas not caught on yet.”

30YEARS!

From far left: Jurlique Vice President of Sales and Marketing, North

America Rose Fernandez. Jurlique marks its 30th anniversary with the

launch of its Precious Rose Hand Cream.


MARKING A MILESTONE


THE MARSH, A CENTERFOR BALANCE ANDFITNESSMinnetonka, Minnesota

After a year of careful planningand building, The Marsh, ACenter for Balance andFitness opened in

1985, the culmination of ownerand Executive Director RuthStricker’s 58 years of work inhealth education. Combiningprivate membership with publicaccess and blending Western medi-cine with holistic therapies, The Marshhas remained true to its mission while stilldeveloping innovative treatments.

“We refer to The Marsh as ‘a place, acommunity and an attitude,’” Stricker says.“It has stayed true to its philosophy andmission of addressing the whole person,practicing life lessons, not perfection.Given that there is always change, itsmission has remained relevant and appli-cable.”

The Marsh began with a cardiologistand acupuncturist working side-by-side toemphasize its mission. Eight years after itopened, The Marsh underwent a majorexpansion, doubling its treatment spaceto 67,000 square feet. This expansionallowed the center to grow its staff to 200and provided room for growth in program-ming and services with a full spa, seconddining room, water therapy pool, medita-tion tower, mental gym, conference centerand overnight accommodations. Physicaltherapy personnel were added to the staff,and the gym tripled in size to accommo-date new services such as Pilates classes.

In May 2015, The Marsh celebrated its30th anniversary with the theme “ThePower of Community,” reflecting on the

diversity of people in the community andfocusing on living healthier lives in differ-ent ways. Every The Marsh anniversaryhas hosted a visiting speaker who pres-ents a topic on health and well-being.This year, the spa offered a series ofevents and activities, some continuingannual traditions, such as giving back tothe earth with tree-planting events. All ofthese activities are designed to simultane-

ously celebrate The Marsh’s past as wellas look forward to its future.

“We envision growing the ranks of ourhealth and well-being services with additional mental and health service specialists, and also establishing a lifestyle foundation,” Stricker says.“Overall, it is most important for us tomaintain and protect our warm andunique The Marsh culture.” �

LONGEVITY TIP: “Have a deep sense of integrity—know who you are, your purposeand mission. Be willing to be unique. Take risks. Follow where the people are. Read thefront page of the newspaper, not just the industry publications. Be part of the commu-nity. Create a place where people can just be.”

Clockwise: Front entrance of The Marsh, A Center

for Balance and Fitness. Guests enjoying the

scenic view while lounging at the spa. The Marsh

owner and Executive Director Ruth Stricker.

30YEARS!


he 90s was ISPA’s decade. Founded during the

birth of the Information Age, when pagers were

the “hip” technology and grunge was the rebel-

lious anthem, ISPA’s early years in the 90s were made

up of many historical firsts, inspiring stories and “what

were we thinking?” moments.

In this throwback feature that takes a look back

at this decade, ISPA members walk down memory lane to

share their best (and sometimes hilarious!) 90s moments

as well as favorite (and forgettable) trends.

90s THROWBACK


From boxing to hula hoop and limbo dance, ISPA members knew how to put the

fun in fitness during the 90s.

THE


Jane SegerbergPresident • Segerberg Spa Consulting, LLC

Saint Simons Island, Georgia

In what way have the times changed for you or yourbrand? We now have a community. When I first startedworking in the spa industry, there were only a few loneplayers involved. The general public didn’t have an idea ofwhat a spa is (except for looking for a hot tub), and as anISPA Board member, I had to beg the press to be interested inISPA and spas. Now, “spas” have become a respectablehousehold word and are sought-after for relaxation and stressrelief. The press now clamors for spa news and we have manyresources, great leadership and contacts to help us meet chal-lenges and explore new ideas.

What’s your most memorable 90s moment? My mostmemorable moment was attending the very first ISPAConference at Turnberry Isle Resort & Club in Aventura,Florida in 1991. Long-lasting friendships were made at thatfirst meeting. We were all so happy to see and interact withothers in the industry, gain inspiration from Deborah Szekely,hold hands, play beach games and look forward to an excitingfuture. The second most memorable moment was being

called and asked to be on the board of ISPA soon after thatfirst Conference. I have not missed an ISPA Conference in allof the 25 years.

Which 90s trend you swore you wouldn’t be caughtin? Platform shoes—they were a throwback fashion to the70s. I tripped and fell off them back then in college, splat onthe sidewalk! Tried them on again in the 90s and fell offagain. So never again!

Which 90s trend would you like to make a comeback? Loved rollerblading—and it is making a come-back. With friends and children, we used to take ourRollerblades everywhere we traveled—from Central Park tothe Golden Gate Park, and many more places in between.

How do you see yourself or brand in another 25years? In 25 years, as an octogenarian, I hope to still behiking mountains, involved as a leader in the spa community,and be as wise as Deborah Szekely! I see the spa industrybecoming more and more accountable for the informationthat it distributes and for the treatments that are offered. ISPAhas done a wonderful job of presenting valid facts and infor-mation from its studies and surveys, and I see this as thebasis of all things “spa” as we move forward.

Left: Segerberg during her years of service as ISPA Chairman. Top: Segerberg (fourth

from left) shared a light moment with Juanita Corbett, Gayle Brady and Martha

Ashelman during an invitation by the Italian Tourism Board in 1993 in Italy.


Jeremy McCarthyGroup Director of Spa • Mandarin Oriental Hotel

Group • Causeway Bay, Hong Kong

In what way have the times changed for you or yourbrand? In the 1990s: Fitness was “aerobics.” Yoga was weird.Product brands were in the background. Asian spa therapieswere exotic. Couple’s treatment rooms were almost unheard of.

Replacing tennis courts in hotels, spaswere an amenity, not a business.

What’s your most memorable90’s moment? When I opened myfirst spa in the early 90s, I wasinstantly hooked on this career. Butwhen I mentioned my aspirations toan executive in my company at thetime, he said: “Forget about spa as acareer. Spa is just a fad. Today every

hotel is putting in spas, but five years from now, it will be some-thing else.” Despite the discouragement, I decided to continueworking in spas, until something better comes along. That was25 years ago—and nothing better has come along yet!

How do you see yourself or brand in another 25 years?The pace of change is so fast now that I think we can’t evenimagine what the world will be like 25 years from today. But Ido think high-touch services, such as spas, will continue to bein demand.

AngelaCortrightOwner • Spa Gregorie’s

Newport Beach,

California

In what way have thetimes changed for youor your brand? Plus side:We no longer have toexplain what “spa” is. Weare not a hot tub! Downside: A lot more spas in themarket so we are less“unique.”

What’s your most memorable 90s moment? My most memorable momentwas opening our first and flagship spa in Newport Beach,California.

From a handful team members during its annual business meeting in 1991,

the Eminence Organic Skin Care team has grown in numbers to become the

"one big happy family" that it is today.

Boldijarre KoronczayCEO • Eminence Organic Skin Care

Vancouver, British Columbia, Canada

In what way have the times changed for you or yourbrand? Now, more people understand what organic andBiodynamic means. In the 90s, I had to explain what these wordsactually meant. People now realize the value of natural, non-GMOand organic ingredients. The education we focus on now ismaking sure end-consumers realize that our health is internal and external—meaning, nutritional value, health and lifestyle encompass what we put on as well as what we put in our bodies.

Which 90s trend you swore you would’nt be caughtin? Conspicuous consumption.

Which 90s trend would you like to make a come-back? Beanie Babies—I still have a garage full of them!

How do you see yourself or brand in another 25years? The venerable old standard in the community.

Above: Cortright was all smiles as she

celebrated her 50th birthday. Right:

Melanie Edwards (middle) with the

Cortrights, Angela and Chuck, during

the early years of Spa Gregorie’s.

2015 ISPA

VISIONARYAWARD

RECIPIENT

McCarthy during his early years

working at Four Seasons Punta

Mita in Mexico.


What’s your most memorable 90s moment? My mostmemorable moment was definitely in 1996 when my brother,Attila, and I moved from Budapest to Vancouver, BritishColumbia.

Which 90s trend you swore you wouldn’t be caughtin? I may or may not have frosted my hair…

Which 90s trend would you like to make a comeback?My hair! I had more of it then!

How do you see yourself or brand in another 25 years?Attila and I envision that the charitable initiatives of our brand,such as Forests for the Future and Éminence Kids, would make areal difference in the world. In 25 years, we want to haveplanted enough trees to reforest the Amazon rainforest. We alsowant Éminence Kids to be in every country worldwide, replac-ing all fried, processed foods in hospitals with natural, organic,Biodynamic and locally sourced fruits and vegetables. As far asour vision for the Éminence skin care line, our brand will growand evolve to feature all Biodynamic and non-GMO ingredientsin our products.

Lynelle LynchPresident • Bellus Academy The Academy of

Beauty & Spa • Poway, California

In what way have the times changed for you or yourbrand? The 1990s may be remembered as a time of big hairand bold fashion, but the decade was most influential inshaping my passion for connecting the worlds of fashion,beauty and philanthropy. In the early 1990s, I was managingSaks Fifth Avenue stores in Southern California and gettinginvolved with local arts organizations.

When I took over the Bellus Academy locations, one of myfirst priorities was to give the schools a makeover; not just interms of the educational experience but the look of the schools.I knew we were on the right track when San Diego Magazinereferred to Bellus Academy as the “Harvard of beauty schools!”

What’s your most memorable 90s moment? My favoritemoment was the reopening of Saks Fifth Avenue in San Diego.It was an opportunity to connect fashion with the power of phi-lanthropy. Instead of an evening gala, I launched a specialopening day event that benefited four charities. The eventexceeded all sales records, bringing in US$325,000 in sales. Theevent was a new model for the fashion store’s openings and itrepresented the return of an iconic retail brand to San Diego.

Which 90s trend you swore you wouldn’t be caughtin? I really didn’t enjoy the 90s grunge look.

Which 90s trend would you like to make a comeback?A well-groomed look never goes out of style. Some of themodels who were just becoming popular in the 1990s—KateMoss and Cindy Crawford, for example—look just as beautifuland timeless today.

Back in the late 1990s, the Koronczay brothers, Boldijarre and Attila, chan-

nelled the goofy Butabi brothers and their cool hairstyles in the hilarious

movie, A Night at the Roxbury.

Lynelle Lynch, seated, recalled the 1990s as an era of "go big or go home"

hairstyle.


Todd ShawDirector of Fitness, Tennis and Spa • The Club

at Las Campanas • Santa Fe, New Mexico

In what way have the times changed for you or yourbrand? I have become a better manager because of thepeople I worked with. During my early years in a leadershipposition managing the spas and fitness on cruise ships, theseteams showed me that good communication, clear objectivesand having fun were the road map to success.

What’s your most memorable 90s moment? My mostmemorable moment was when I boarded my first ship inMiami in 1996 to work as a fitness director at sea. I had neverseen a ship before and had no idea what to expect. Six weekslater, they sent me to Spain to board another ship. That wasmy first international experience.

Which 90s trend you swore you wouldn’t be caughtin? I loved all the trends! Count me in.

Which 90s trend would you like to make a comeback? My long hair! There is a strong sense of carefreeand freedom when I look back at those old pictures, probablybecause I really didn’t have any responsibilities then.

How do you see yourself or brand in another 25years? I am going to strive to continue to learn and associatemyself with talented individuals over the next 25 years. I wouldlike to see myself supporting younger people when I am 70 intheir success, managing facilities that support preventative well-ness and engaging our world in this movement. �

Todd Shaw learned early to work hard and play hard, seen here with an

Elvis impresonator and cruise ship crew.

Rockin’ the 90s in StyleSkinny Brows: Forget Cara Delevingne’s powerbrows, skinny brows that looked like they weredrawn by Morticia Addams took the 90s beautyworld by storm.

Doc Martens: Thanks to the 90s rising punk andgrunge culture, British brand Doc Martens“smelled like teen spirit.”

Jelly Sandals: Hello, Jelly-o!Fashionista or not, plastic Jellysandals were all the rave.

Clunky Platforms:Never mind that ittakes a Spice Girls-wannabe to rock them,the vertigo-inducing clunky platforms were a hot90s fashion item.

Frosted Hair Tips: Before Justin Timberlakebrought “SexyBack,” he and his boy band cohortsmade spiked hair with frosting tips uber-cool. Areyou glad we said “Bye, Bye, Bye” to that?

How do you see yourself or brand in another 25 years?I still keep a foot in the fashion world. In October, BellusAcademy will be sponsoring the “Beauty Behind the Fashion”at Fashion Week San Diego. We’re thrilled to host celebrityhairstylist and TLC’s What Not to Wear hairstylist Ted Gibsonas we showcase the relationship between fashion and beauty.

As time passes, you begin to see trends and relationshipsemerge. I love how the beauty and wellness industry givesback to support the next generation of professionals. As presi-dent of the Beauty Changes Lives Foundation, I am honoredto be part of an industry that changes lives through the gift ofscholarships for aspiring massage therapists, estheticians, hair-stylists and nail professionals. Times may change but thebeauty of giving back is timeless! Just as fashion, beauty andphilanthropy were part of my life 25 years ago, I hope they’llcontinue to be part of my life and the Bellus Academy cultureinto the future.


Putting

Lessons into

Good PracticeBY ALEXANDER MENRISKY

rom its humble beginnings as a newsletter to the 10-issue per year glossy

magazine it is today, Pulse has long established itself as the preeminent

industry resource for spa professionals. For more than two decades, the award-

winning magazine has picked the brains of many experts, brought to light

innovations and trends, and shared business lessons and best practices. What

have been some of these game-changing trends? What have been some of the lessons our

readers learned from the pages of Pulse magazine? How are they putting the smart

tips and ideas into practice? Pulse readers tell all.


CASSIE HERNANDEZSpa Director, The Broadmoor, Colorado

Springs, Colorado

Cassie Hernandez has found theNovember 2014 (All in the Details: GivingGuests the First-Class Treatment) issue ofPulse a constant source of inspiration overthe last year. “I really enjoyed the article‘Delivering the WOW Factor,’” she says.“It signified the importance of whatgoing above and beyond can reallydo for your business and brand.”

Hernandez has used thefeature as a valuable trainingresource for her team. “I havemade several copies of this articleand used the material in my trainingsfor new team members and expand on itfor new supervisors so they can in turncontinue the philosophy in their owndepartments,” she says.

The Pulse feature has also served as adaily personal reminder for Hernandez on

how to exceed guests’ expectations. “As afive-star rated spa, many of the lessons[shared by sources in the article] arealready part of who we are as an organiza-tion and resonated to our culture,”Hernandez says. But to help ingrain thecustomer-centric mindset, she regularly

refers to the “nine best practices to delightcustomers” highlighted as a sidebar piecein the article. “These tips are powerfuland simple. Usually, lessons like thesetake years to obtain and Pulse did anexcellent job putting them all on onepage!”

LENETTE CASPERPresident, Phytomer Group Brands

Salt Lake City, Utah

Phytomer Group Brands has main-tained a longstandingcommitment to sustain-ability, which is whyPhytomer Group BrandsPresident Lenette Casperis often drawn to Pulsefeatures that highlightresearch data on sustainability. “Iloved reading the statistics mentioned inthe Pulse Points section entitled‘Corporate Social Responsibility Continuesto Grow as a Global Consumer Sentiment’in the October 2012 (Take the Road LessTraveled: Find Your Way to Greatness)issue,” Casper says.

“It was nice to see that consumersalso have a focus on wanting responsible,sustainable brands,” she says. “As men-tioned [in the article], nearly 85 percent ofconsumers worldwide expect companies

to become actively involved in solvingsocial issues.”

Casper thinks data from the researchpublished in Pulse magazine helps vali-date Phytomer’s sustainability strategy.“We see the importance of also lettingthe consumer know what efforts we makein this area,” she says.

Casper states Phytomer’s filtrationgarden waste-disposal system and macro-algae farming program for cosmetic use

are some of the sustainable practices thathave been of great interest to consumers.Additionally, 100 percent of the electricityused at their production site is fromrenewable sources while its new spa andwellness center in St. Malo, France usessolar panels to reduce energy consump-tion. “This voluntary investmentdemonstrates Phytomer’s commitment tothe environment and to our sustainablepractices,” she says.

MARIE PICTONExecutive Manager, Spa Services

Elmwood Spa

Toronto, Ontario Canada

For Elmwood Spa Executive Manager, SpaServices Marie Picton, the article“Innovation Process: Turning Ideas IntoReality” published in the January/February2015 (Shaping the Future: Predict YourFuture by Creating It) stood out from therest.

“[In this feature, Ancient Cedars Spa atthe Wickaninnish Inn Spa ManagerAndrea Fisher] said: ‘Innovation happenswhen new ideas are researched andapplied into practical use for businessgrowth,’” Picton recalls. “I found thisquote really interesting because in the spaindustry, we always ask ourselves: ‘Howdo we keep innovating?’”

For Picton, a focus on innovation reaf-firms Elmwood Spa’s process because sheand her team always look for ways of

doing things better. “When it gets downto it, we need to ask ourselves if the newprocess is actually doable andeffective for everyday use,and does it tie back in toour vision in terms ofwhat we’re trying toachieve as a company?”

Picton says thelesson about innovationlearned in Pulse is somethingshe and her team implement on anongoing basis. “We started the techno-logical innovation process with the ElmTablet as a communication tool. Due tomultiple floors, and the high volume ofpeople we have in the spa, this madesense,” Picton says.

She adds that, as part of their innova-tion process, she and her team believes inregularly revisiting how they are doingthings, tweaking what needs to betweaked, and most importantly, under-

standing that it’s reasonable to pull backor stop something that is proven ineffec-tive. “You have to be open to act on allthree,” she says. �

WHAT’S YOUR favorite business lesson learned from Pulse? Let’s continue the conversation on socialmedia using hashtag #PulseLessons.


PULSE: Why do you think the spa industry shouldembrace technology for healing and joy? Dr. Pamela Peeke: Technology is now an integral part of lifeglobally. When it emerged, there were no rules of engagementnor were there limits and boundaries placed onhow, when, where and by whom itshould be best utilized. Health clubscreate smartphone-free zones, yet thetreadmills and ellipticals have cardiovi-sion and interactive programs. Childrenare weaned on technology, mentored byadults whose gaze is locked on screens.This is an intergenerational tech journeythat profoundly affects every aspect ofour waking and sleeping hours. It is,therefore, imperative to become knowl-edgeable about how to master its use forour optimal wellness.

P: Of all the latest technology, which one, inyour opinion, is the most important for thespa industry to embrace? P: Technologies that support the ability of each individual toexperience a cosmic consciousness and connectivity, tran-scending beyond the physical self, expanding infinitepossibilities are most important. Louie Schwartzberg’s brillianttime-lapse visuals are one of my favorite vehicles for people toinhale impossible beauty along with a shared sense of human-

ASK THE EXPERT

ity. Science shows that this kind of modality can decrease stresshormone levels and, by doing so, reduces the risk of disease.Similarly, overall mental performance is enhanced when corti-sol levels are managed. Further, controlled stress hormones

increase the brain’s neurogenesis and interconnections.Spacoustic is another example of a similar programusing audiotherapy to treat mood, stress and augment

sleep. Sonos is an extraordinary sound system forthe spa or home environment com-pletely controlled by a smart phone.Playing ambient or spa music throughouta home or work environment is relaxingand healing.

P: Why do you think there are somepeople who fear or are uncomfortablewith the idea of merging technologyinto the spa world? P: Tech culture represents an external messag-ing system and as such, can be perceived as anintrusion. You read on a mobile device screenand gather data. You plug in and listen to learn

or be entertained or get physical with limitless music options.However, so much of spa culture involves the teaching of how toturn this externalizing off, and to go inward and become mind-fully aware of inner thoughts, fears, joys and challenges.

But there are distinct, new technologies that facilitate thatinward journey. These involve innovative technologies that

Internationally renowned nutrition and fitness

expert Dr. Pamela Peeke is one who walks the

walk. An avid athlete, she founded The Peeke

Performance Center for Healthy Living where she conducts

Peeke Week Retreats and helps transform the lives of many.

She is also the author of several health books, including Fight

Fat After Forty and The Hunger Fix. At this year’s ISPA

Conference & Expo General Session, she will bring her

unique brand of high-energy talk on braving a new and

high-tech spa world.

DR. PAMELA PEEKE

GENERAL

SESSIONSPEAKERMONDAY, O

CT. 19


heighten the visual and auditory senses. There are apps thatprovide music and guidance for meditation and yoga. Otherapps gently remind you to get up and move. Still others help toeducate about nutrition and physical activity. Indeed, there is“an app for that.” It’s always about how one uses it appropri-ately and with limits and balance in the totality of one’s life.

P: What tips can you offer to help spas successfullyblend the high-tech and high-touch world? P: Offer a range of spa-tech options for people to experience ifthey feel inclined. Gently establish limits and boundaries withinthe spa (no texting during yoga!). Establish smartphone-freezones. Show people how to do the same once they leave thespa. Turning off technology is essential to optimal healing. Butturning on also has a role. Show them apps and technologiesthey may wish to continue using once they return home. Helpguide them to a balanced way to integrate healing technologiesin the spa and within the home environment.

P: In terms of consumer health demands, what newdemands are you seeing? P: Consumers want to create a spa-like environment in theirhomes. They want to know how to create and sustain a spa-mind. Fitbit works for a reason. It’s easy, accessible and doessimple things such as remind one that one has been sitting toolong. Consumers are seeking easy, doable products and prac-tices that will keep them on track while helping them navigatedaily stresses and challenges.

P: You touched on epigenetics in a previous talk. What isepigenetics and why is it relevant in the health and spaworld? P: Epigenetics is the science of how environment and lifestylechoices can activate or de-activate how our own genes controlour mind and body. Essentially, our thoughts, food and physi-cal activity can significantly affect how each gene is behaving.You can decrease the expression of negative genes (obesity,heart disease, cancer, diabetes, mental disorders, addiction)through meditation, consuming whole foods and perform-ing a routine physical activity. These healthy lifestylepractices then enhance other genes—stimulating thedevelopment of more brain cells, muscle fiber and strongerbones. Meditation, for instance, has been shown to decreaseinflammation, which is the basis of most disease processes.

Personal Side Notes:App I’m hooked on: Slack

Book I’m reading: On the Move: A Lifeby Dr. Oliver Sacks

Top of my bucket list: Sit down with

Stephen Hawking and talk about black

holes

Amenity I look for in a hotel: Fluffy

slippers

Food craving I usually cave in:Anything from Georgetown Cupcakes

I live the spa lifestyle by: Smiling

with profound gratitude every time

I wake up and realize I’m still here. I then

say five repetitions of “carpe

diem,” a recitation of gratitude,

meditation, physical movement

(code for swim, bike, run, lift

and performing a sun salutation).

I spend my day practicing mindful

thinking, nourishing, challenging and

connecting with others.

P: What are some of the challenges you are seeing thatthe spa industry faces in propagating the message ofhealth and well-being? P: One of the biggest challenges is how the spa industry is per-ceived. Instead of an oasis of pampering for those who canafford it, it could instead be seen as an invaluable resource forlearning how to deepen one’s level of self-care and self-aware-ness. People need a place to regroup, rejuvenate, readjust andfinally learn how to rejoice. Multi-media marketing and out-reach needs to help shape and redefine the message and themission for spas. Prioritizing relaxation along with a real andmeaningful learning experience is key. Inviting tired and lostsouls to come and learn simple, practical tools to heal andapply those lessons in real life is a major goal that each spashould achieve. �

MARLA MAROM Marketing Communications Manager • Pollogen Ltd. • Tel Aviv, Israel

SUCCESS STORIESInspiring Tales of Startups, Growth and Overcoming HardshipsBY CHRISTINA BUSWELL

In 2006, Dr. Zion Azar and Pini Shalev, MSc co-foundedPollogen Ltd., manufacturers of medial aesthetics products forthe skin-care professional markets. Pollogen’s products are

based on clinically proven TriPollar radio-frequency (RF) technol-ogy which painlessly delivers focused and optimal RF energy tothe skin surface and subcutaneous fat layers in order to contourand rejuvenate the skin, reduce the appearance of wrinkles andunwanted fat deposits, improve the appearance of stretch marks,among many other benefits.

Early BeginningsAccording to Pollogen Ltd. Marketing Communications ManagerMarla Marom, the impetus that inspired Dr. Azar and co-founderShalev to introduce an advanced RF technology to the marketwas their desire to provide an RF product that produced immedi-ate results but eliminated the pain associated with using thetechnology. Prior to the introduction of TriPollar RF, its predeces-sors—monopolar and bipolar technologies—offered limitedfunctionalities.

“The monopolar and bipolar radio-frequency technologiesthat had existed in the market prior to the invention of TriPollarRF had two drawbacks. First, initial results were only apparentafter several weeks of use. Second, the treatments were painful,”says Marom. “The success of TriPollar, third-generation RF tech-nology, was due to its ability to demonstrate immediate andvisible skin-tightening and body-contouring results, and toprovide a pleasant treatment experience for patients.”

Growth and ChallengesIn its early years, the company encountered challenges commonto most startup companies, such as in generating brand aware-ness, developing a client base and acquiring investment capital.

Despite the challenges, Pollogen’s innovative technology andability to offer results and value to clients have helped thecompany thrive. “I believe that the perfect combination of effec-tive treatments with no pain or downtime for patients, combined

with affordable pricing for both spa and consumer [markets],make our products stand out and really offer a win-win situationfor our customers. A strong marketing strategy, [coupled withknowledgeable] marketing, sales and clinical teams, contribute tothe company’s success.”

But even the most innovative company can take a wrong turnin strategy. “One of the company’s most painful failures was thelaunch of the OxyGeneo treatment in the U.S. market. OxyGeneois a new facial technology that provides a three-in-one facial: exfo-liation, infusion and oxygenation,” says Marom. “Our mistakewas to [exclusively] target dermatologists and high-end spas,advertising only in media [channels] relevant to these audiences,”she says. It was soon clear that the product is relevant to manyother spa types, including day and medical spas. This prompteda change in marketing strategy.

Keys to SuccessAs a company founded by inventors, Pollogen’s key to successrests in its culture of innovation. In fact, the company introducesa new technology almost every year. One of Pollogen founders’inventions is the first tunable solid state laser system for derma-tology applications, which was implemented in all ConBio tattooremoval products as well as in Light and Heat Energy (LHE) tech-nology, and uses lower energy levels than Intense Pulse Light(IPL), making it safer and effective.

“Pollogen technologies are patented, available in more than 60countries, and have clearances from the Food and DrugAdministration (FDA), Conformite Europeenne (CE) andCanadian Ministry of Health,” says Marom.

In looking ahead, Marom is hopeful that Pollogen will con-tinue to grow its line of products and technology. “We have justintroduced VoluDerm, a micro-needle RF technology that offersgreat face-contouring and skin-tightening results without surgery.I’m sure we will incorporate it in some of our future products. Wewill also continue to develop new treatments for our OxyGeneofacial,” she says. �

Inventing TriPollar RF Technology


Special PulseAdvertising Supplement

NEW PRODUCT

LAUNCHGUIDE

Bio Natural Inc. dba BioRepublic SkinCarebiorepubl ic.com| .1.888.887.5704 and 1.404.806.9937

New product or product line:We offer a line of ecofriendly, natural fiber sheetmasks as well as a premium line of biocellulose face and eye masks. Our biodegradable sheetmasks feature seven superfoods for the skin, packaged

in a convenient format that delivers immediate results in 15 minutes at anaffordable price point. Our biocellulose line is priced higher, but the formula-tion and feeling of the products are incredible. One warning, once you try ourbiocellulose products, you won’t go back to fiber!

Reasons for attendees to explore your booth: We’ll have plenty of freesamples, plus we love to educate our customers about the benefits of sheet-masks over traditional masks. We have a lot of ideas to help you incorporatethese products into your service menu. Finally, we’ll be running a 15 percentdiscount on any orders placed during the show!

SPECIAL PULSE ADVERTISING SUPPLEMENT

SOMETHING NEW

Bed of Nailsbedofnai ls.org | 1 .424.442.0660

New product or product line: Bed of Nails Acupressure Treatment: Bed ofNails is an acupressure mat and pillow that helps to ease stress, headachesand pain, improve circulation and relieve insomnia. Activating acupressurepoints triggers the body’s innate way to heal by stimulating energy, whichreleases endorphins and oxytocin, inducing a state of well-being. The self-healingbenefits of treatments, such as acupuncture and massage, are crucial to create and sustain ahealthy lifestyle amid the stresses of a modern world. Bed of Nails Aromatherapy candlesand sprays help relax, relieve pain and energize.

Reasons for attendees to explore your booth: Come visit our booth for a complimentary Bedof Nails session to continue your day refreshed and relaxed. Experience for yourself why everyoneis talking about Bed of Nails! Don’t miss out on our show special offer! Wholesale prices on “nominimum” order with free shipping.

ISPABOOTH

NUMBER: 1122

ISPABOOTH

NUMBER: 211

READY FOR

Check out the Expo Floor to discover these exciting new product launches at the 2015ISPA Conference & Expo.

FOR YOUR SPA OR RETAIL SPACE?


Bissinger’s Handcrafted Chocolatierbiss ingers.com | 1.314.615.2438

New product or product line: We just introduced six new flavor profiles to our popular 0.3-ounceNapolitain Bar Collection. These include Blueberry Cocoa Nib, Raspberry Seville Orange, Hazelnut

Praline, Milk Chocolate & Ghost Chili Salt, Peanut Crunch and Milk Chocolate & Sea Salt.The foundation of our chocolate is our proprietary, sustainably sourced cocoa

blend—crafted with beans from the Cote D’Ivoire for chocolate that’s rich andvelvety. The new, more healthful chocolate bars satisfy traditional palates as wellas those who have a penchant for new tastes.

Reasons for attendees to explore your booth: In addition to seeing and tastingour new Napolitain Bar Collection, guests can sample the different flavors in our

award-winning Salt Caramel Collection, our premium Chocolate-Covered Fruit & Nuts aswell as many of our most popular confections.

Dr. Hauschka Skin Caredrhauschka.com | 1.413.397.1239

New product or product line: Five years in the making, our new Night Serum is anessential night-time product that revitalizes and helps the skin rediscover its

natural balance. The oil-free formulation allows your skin to breathe freely andstimulates its natural renewal processes. Organic Rose Apple ingredientssupport the skin’s natural rhythms while guiding it through its essential night-

time work for a fresh, radiant complexion come morning.

Reasons for attendees to explore your booth and Relaxation Area:We’re celebratingthe expertise of ISPA attendees at our booth in short video interviews. Come share your

expertise or watch others! Everyone is invited to join our “Meeting of Experts” and discover theexpertise we all have to share. While you’re there, pick up a free trial of Night Serum.

Dazzle Dry Nail Lacquerdazzledry.com | 1.866.398.9357

New product or product line: Dazzle Dry™ is proudly launching VIVO’SOL™ Non-AcetoneLacquer Remover by Dr. Vivian Valenty, our industry-renowned bio-organic chemist, presi-dent and founder. Vegan and enhanced with spearmint and eucalyptus essential oils, VIVO’SOLis very much dedicated to the spa professional and formulated to be especially gentle to nailsand soothing to surrounding skin tissue as it imparts a pleasant fresh scent. Dazzle Dry is alsolaunching its new Spa Marketing Campaign and Retail Kit Packaging. Plus, there’s also one more big sur-prise: We cordially invite and encourage attendees to share our excitement in a very special “SurpriseSpa-Exclusive Launch” to be exclusively unveiled at the ISPA Conference & Expo!

Reasons for attendees to explore your booth: Visitors will receive free samples of VIVO’SOL Non-Acetone Lacquer Remover. They will also be the first to see our new Dazzle Dry Spa MarketingCampaign and Retail Kit Packaging, plus nothing is more exciting than our special “Surprise Spa-Exclusive Launch,” a not-to-be-missed booth event. There will be lots of excitement, including productdemos, as we look forward to meeting new friends and forging new relationships.

ISPABOOTH

NUMBER: 1029

ISPABOOTH

NUMBER: 735

ISPABOOTH

NUMBER: 1153


ELEMISelemis.com | 1.866.643.0856

New product or product line: A global exclusive, ELEMIS will be showcasing the new brand packaging for Anti-aging, Skin Care and Men’s at the 2015 ISPA Conference &Expo. ELEMIS will demonstrate the brand’s strong holiday offering, which will drive amazing retail sales. In addition, ELEMIS will be launching and demonstrating the eight newBIOTEC Technology facials with a single machine that delivers real results. Clients will also get a sneak peek into the brand’s new treatment and product launches for 2016.

Reasons for attendees to explore your booth: ELEMIS is the leading luxury British skincare and spa brand and winner of CEW UK’s most coveted award of “Best British Brand.”

Delivering pioneering, clinically trialed therapies and products for face and body, visitour booth to receive first look and exclusive offers on our new BIOTEC Machine and

learn how we can help you drive profits and transform your spa business. With anaward-winning marketing program, ELEMIS will provide business-focused training,

strong visual merchandising, ground-breaking product development and a global PRstrategy that drives consumers into ELEMIS locations around the world.

FarmHouse Freshfarmhousefreshgoods.com| 1.888.773.9626

New product or product line: Dip into an Avocado, Lime & Honey Pedi, or be smoothedwith our Strawberry Himalayan Facial. True to our “celebrational” spa treatment approach,

we’re showcasing an array of farm ingredient-infused treatments incorporating avocadoButter, tapioca flour, tonka bean-infused Marshmallow Shea butter, strawberry &organic lavender bud exfoliators and more. Come see what’s fresh off The Farm!

Reasons for attendees to explore your booth: FarmHouse Fresh® creates naturaland certified organic spa products and treatments crafted using U.S. farm-harvested

indigenous ingredients like organic pumpkin puree. Voted by American Spa readers asone of the” Top 5 Favorite Natural Lines in 2014” and “Top 5 Favorite Body Care Lines from

2012 to 2014.”

ESPA International (US) Ltd.us.espaskincare.com | 1.786.350.1192

New product or product line: ESPA is proud to introduce Naturally Radiant Gradual Tan at the2015 ISPA Conference & Expo, launching in fall 2015. This nourishing moisturiser providesan effortless glow and radiant bronze color, for easily achievable healthy-looking skinall-year round. The unique formula blends antioxidant-rich natural tanning agentswith nourishing shea butter, coconut oil and sweet almond oil to leave skin smoothand supple with a beautifully even, long-lasting tan.

Reasons for attendees to explore your booth:Make your way to booth 447, where youcan explore the many ways ESPA can transform your spa. Learn about our renowned andaward-winning spa design capabilities, successful commercial consultancy and pioneering, nat-urally effective and highly luxurious skin-care products and treatments.

ISPABOOTH

NUMBER: 201

ISPABOOTH

NUMBER: 447

ISPABOOTH

NUMBER: 901


Feeling Smittenfeel ingsmitten.com | 1.253.666.3771

New product or product line: Each Feeling Smitten castile soap bar is naturally handcraftedusing virgin olive oil, natural essential oils, flowers and extracts with no animal fats or preser-vatives. Castile soap is gentle enough for the face and rich enough for the hair. Perfect forthe most sensitive skin and available in four sweet scents, your skin will thank youfor choosing natural nourishment.

Reasons for attendees to explore your booth: Visit our booth to experiencethe ultimate bath bakery treatment. In addition to our delectable soap bars,we are showcasing our new hand & body cream. Our ISPA exclusive specialswill be complemented with daily giveaways. With glitter, sprinkles andgoodies galore, our booth is always a fun treat!

GrandeLASH - MDgrandelashmd.com | 1.877.835.3010

New product or product line: GrandeBROW-FILL is a tinted brushon gel made with fibers and peptides. The gel adheres to even thefinest hairs, leaving them fuller and more defined with a single applica-tion. This helps to shape and build your brows, leaving them looking naturalwhile filling in thinning areas.

Reasons for attendees to explore your booth: For the holidays, we are offering a limitededition GrandeBROW-TASTIC Beauty Box that includes: one GrandeBROW, one GrandeBROW-FILL and a free GrandeTWEEZE.

Fibreluxe Lashesf ibreluxelashes.com | 1.888.720.0288

New product or product line: Fibreluxe Lashes is a daily lash extension without thefuss of glue! Fibreluxe Lashes is applied like regular mascara but gives you the

amazing look of false lashes in three easy steps. This Natural Lash ExtensionMascara is a healthy alternative that will dramatically lengthen and thickenyour eyelashes with each set of steps applied. Easily removes with warmwater.

Reasons for attendees to explore your booth: Come see the hottest mascara tohit the cosmetics market! A healthier alternative to strip and “glue in” lash

extensions. Visit us in booth 1026 for your free Fibreluxe Lash demo. Long, luxurious lashes in 60 seconds or less!

ISPABOOTH

NUMBER: 951

ISPABOOTH

NUMBER: 317

ISPABOOTH

NUMBER: 1026


New product or product line: Already famous for a results-driven, clean science approachto anti-aging skin care, HydroPeptide’s new Body Therapeutics collection addresses a rangeof body imperfections with proprietary peptide-based ingredient technology shown tocreate firmer, more radiant and younger-looking skin from head to toe.

Reasons for attendees to explore your booth: HydroPeptide will unveil both pro-fessional and retail versions of the leading peptide brand’s new Body

Therapeutics: Serious and Active Body Care collection. Custom zero-down-time HydroPeptide facials, abbreviated body treatments featuring the newproducts and exclusive specials on products will be a part of this head-to-toe, youth-accelerating experience.

Performance Health per formancehealth.com | 1.800.321.2135

New product or product line: Biofreeze Pain Reliever can be an extremely effective treatment forclients with pain or restricted range of motion, or both. As the no. 1 clinically used and recom-mended topical analgesic, millions of users rely on Biofreeze (biofreeze.com) to relieve back, neck

and shoulder pain, joint pain and arthritis pain. It is 100 percent paraben-free and avail-able in original green and colorless gel, roll-on and spray.

Reasons for attendees to explore your booth: We’re featuring two perfectproducts for spa retail and treatment use! Biofreeze Pain Reliever is the mostfrequently used topical pain reliever by massage therapists. Thera°Pearl masksand packs conveniently hold their temperature for 20 minutes and conform tothe body to deliver the perfect relief from aches and pains.

Organic Male OM4om4men.com | 1.877.898.6253

New product or product line: We are introducing RESTORATION Rx and SERIES SM atthe 2015 ISPA Conference & Expo. RESTORATION Rx pushes the green science envelope,featuring innovative gemmotherapy extraction technology and the use of embryonicplant tissue in five new intensive and age-delaying clinical night treatment serums. Eachproduct is designed to treat a specific male skin condition. SERIES SM signals the launchof new men’s grooming category—dual-function skin-type and condition-specificshave masks which conveniently treat male skin conditions while shaving.

Reasons for attendees to explore your booth: OM4 is more than the first skin-typeand condition-specific professional men’s line to launch in the U.S. OM4 continuouslyscans the global men’s market for trends and statistics to build state-of-the-artpartner resources to ensure treatment and retail sales targets are always top-of-mind.

ISPABOOTH

NUMBER: 601

ISPABOOTH

NUMBER: 642

ISPABOOTH

NUMBER: 1024

HydroPeptidehydropeptide.com | 1.800.932.9873

Pollogen Ltd.oxygeneo.com | 1.855.201.0800

New product or product line: The geneO+, powered by OxyGeneo technology provides a three-in-oneSuper Facial treatment. OxyGeneo provides three effective facial treatments simultaneously. It combinesgentle exfoliation, natural skin oxygenation, and a deep facial rejuvenation preparing the skin for the infu-sion of essential revitalizing nutrients. The results are immediate: revitalizing dull complexion, restoringskin volume, reducing pores and the appearance of fine lines. The geneO+ is also available with ultra-sound, enhancing the OxyGeneo treatment results.

Reasons for attendees to explore your booth: OxyGeneo is the only technologyusing the body’s natural response for oxygenation from within. This increasescell metabolism, aiding in the enhanced absorption of active nutrients beinginfused into the skin for softer, smoother and brighter skin tone. The treat-ment is so gentle and effective, it’s suitable for all skin types.


Pevonia International, LLCpevoniapro.com | 1.800.PEVONIA

New product or product line: Pevonia’s new Stem Cells Phyto-Elite® Body Line includes an extraordinary high-performing in-spa treatment, professional products and the perfect at-home Intensive Body Corrector to maintain outstand-ing results. Formulated using plant stem cells and featuring a duo-dermal target repair technology, thisthree-in-one exfoliating, contouring and regenerating wellness therapy infuses the skin with the latestde-aging actives and natural stem cells to dissolve unwanted fat accumulations, decrease celluliticdeposits, reduce skin sagging and repair sun damage.

Reasons for attendees to explore your booth: Pevonia is made in the USA with European heritage andhas been empowering spas for 25 years. Pevonia’s award-winning skin care is clinically proven anduniquely formulated with advanced delivery systems for optimum absorbency. Unprecedented support viadedicated account executives and industry-leading educators makes Pevonia a global leader, 126 countries strong!

Phytomer Group Brandsphytomerusa.com | 1.800.227.8051

New product or product line:We are excited to introduce the newest additions to our premier PIONNEREXMF Youth Revealing Collection. Using our most advanced laboratory innovations, specifically our 100percent natural biotechnological ingredient EPS XMF (Extra Marine Filler), our XMF products are clinicallyproven to offer instant, visible results. Also featured in our signature XMF Youth Revealing Facial, our

advanced anti-aging formulas and exclusive Pro-Youth Massage exemplify how Phytomer isleading the future of results-driven cosmetics.

Reasons for attendees to explore your booth and Relaxation Area: Exclusively launchedat the 2015 ISPA Conference & Expo, Phytomer is offering “free back bar” opening orderpackages. We will also be presenting our enhanced retailing system, featuring simple and

comprehensive tools and methods to help our partner spas to comfortably and successfullyincrease retail sales for a major boost in profitability.

ISPABOOTH

NUMBER: 436

ISPABOOTH

NUMBER: 301

ISPABOOTH

NUMBER: 148


ResortSuiteresor tsuite.com | 1.866.4RSUITE (477.8483)

New product or product line: ResortSuite introduces its new online Activity Scheduler. ResortSuite WEBis a unique, integrated booking engine that provides a “one-stop shop” for guests to book real-timeaccommodations, spa services/treatments, activities/classes, golf tee times and ski lift tickets as well aspurchase gift certificates and view online member statements. The ResortSuite Activity Scheduler willnow allow guests to view scheduled classes, events, activities, programs and more in a highly visual,

weekly view to enable guests to easily plan their stay itinerary. Engaged guests are happy guests.

Reasons for attendees to explore your booth: Gain knowledge of innovations in hospital-ity management technology by exploring the ResortSuite booth this year. We will beconducting demonstrations of our tablet-based applications and ever-evolving web

booking engine, which allow for increased personalization of the guest experience at yourspa. Stop by to pick up a free gift and meet our team!

SpaRitualsparitual .com | 1.877.772.7488

New product or product line: SpaRitual Gold: 2-Step Flexible Color System in 24 Shades.SpaRitual Gold doubles the wear of your manicure. It comes with a Smudge-Repairing

Technology and offers benefits like quick dry-time, easy application and removal.Slow Beauty Deep Massage: Slow down and get beneath the surface with a deep

but gentle approach. Mindfully spaced strokes are personalized to reach your deepestnature, exposing brilliance. Frankincense grounds while ginger helps to re-energize and

give you a deeper awakening.

Reasons for attendees to explore your booth and Relaxation Area: SpaRitual is a distinct andhighly differentiated brand proposition; on the cutting-edge of eco-luxury with an unparalleledproduct and philosophical offering. SpaRitual takes a holistic approach to treating the mind, body,spirit need and we take the same holistic approach in our business with a rich product portfolio andbusiness-building tools.

Somme Institutesommeinst itute.com | 1.866.66SOMME (667.6653)

New product or product line: Somme Institute® is launching SKIN RESET, a remark-able restructuring cream which transforms skin from lax and wrinkled, to tight andsmooth with even-tone radiance. Formulated with MDT5™, a matrix of potent, stableand re-engineered vitamins, which are encapsulated within peptides for trans-epidermaldelivery. This technology was granted two patents and has undergone double-blind, placebo-controlled, clinical studies that have shown to firm, tighten and fill the skin while keeping ithydrated.

Reasons for attendees to explore your booth: This will give attendees a chance to learnmore about Somme Institute—its research, its product offerings and how these will helpimprove their revenue. Visitors at the booth will also enjoy receiving a very special gift.

ISPABOOTH

NUMBER: 500

ISPABOOTH

NUMBER: 1147

ISPABOOTH

NUMBER: 505


Supracor, Inc.supracor.com | 1.408.432.1616

New product or product line: The Stimulite® Dual-Sided Bath Mitt features two mitts in one for the ultimate spaexperience. Uniquely versatile for body exfoliation and massage treatments, Supracor’s new dual-textured BathMitt features a softer lavender and firmer green side of Stimulite honeycomb. Designed for easily reversing sideson either hand, this dual-sided Bath Mitt stimulates blood flow to enhance circulation and promote cellular regen-eration. Naturally antimicrobial and allergen-free, the flexing action of the honeycomb cells gently removes dirt anddead skin while their massaging action helps to promote lymphatic drainage and eliminate the toxins that producecellulite. Ideal for pre- and post-waxing and spray tan preparation.

Reasons for attendees to explore your booth: Stimulite spa products cleanse, exfoliate and massage your clients’ skinwhile promoting health, relaxation and well-being. Products are naturally antimicrobial, allergen-free, nontoxic, long-lasting, washable and completely recyclable. Supracor will customize any package of its luxury Stimulite skin care and spaproducts, which include attractive, compact countertop displays, at show special prices to meet retailers’ needs.

VitaJuwel USAvitajuwel.com | 1.925.291.7490

New product or product line: The brand-new gemwater bottle VitaJuwel ViA is your personalspa on-the go! It comes with an exchangeable gemstone pod and is the most beautiful wayto inspirit drinking water. ViA is already a bestseller in Europe and a great way for spa customers

to start thinking green and stop using plastic bottles. Designed in Germany and availablein 17 fascinating gemstone blends, ViA is the high-quality companion for extraor-

dinary trips. Simply jewelry for water!

Reasons for attendees to explore your booth: Did you know that the truemeaning of spa is “Health through Water” (Sanus Per Aquam)? Water is theelixir of life and an essential component of holistic spa treatments. VitaJuwel

is the exclusive manufacturer of handcrafted gemwater accessories. Sampleseveral fascinating blends of gemwater at the VitaJuwel booth!

ISPABOOTH

NUMBER: 826

ISPABOOTH

NUMBER: 1135

Place Your Brand in Front of the Decision-makers.Advertise in Magazine.

CONTACT

Whitney Elswick

Sales Manager • 1.859.226.4372

[email protected]


ALife!

The life of a spa professional is a continuous cycle of dailyresponsibilities that help make the spa world go round. Pulseasks ISPA members to give us a sneak peek into their dailylives to help us understand the roles they play and the difference they make on a daily basis.in the

between scholarship recipients and thebroader industry. In turn, this fosters a

networking habit crucial for youngprofessionals entering the fieldwith spa veterans. “Meetingprofessionals and beinginvolved in the discussionsand research on the topics that

matter to the future of spa busi-ness provide newcomers with a senseof community. In the future, they canturn to this network when in need ofinspiration, useful advice or a skillfulpartner,” she says. “Such a mutuallyrewarding combination of relationshipsand activities provides strong founda-tions for sustainable industry progress.”

Verpson hopes to use this experienceto help her facilitate partnership proj-ects, specifically between the ISPAFoundation and the Estonian SpaAssociation in order to help developinternational spa relations for future gen-erations. More importantly, she plans todirectly relate her experience to younger

spa students, who one day might followin her footsteps. “I would like to arousethe enthusiasm of novices in the fieldand encourage them to work on theirdreams rather than stay at home andhope that one day they will do some-thing,” she says.

On the day she received the newsabout her selection as one of this year’sISPA Foundation Mary TabacchiScholarship winners, Verpson recalls asimple time spent with family that wasmade more memorable after receiving amuch-awaited surprise in her inbox. � 10 amWorked in the garden and dug up beds for beans and peas gathered during a trip to Italy.� 4 pm Visited her 97-year-old grand-mother for some candy, in exchange fora back massage and news about herinternship experience in Italy.� 9 pm Received an email announcingher selection as a co-recipient of the2015 ISPA Foundation Mary TabacchiScholarship �

Day BY ALEXANDER MENRISKY

In the process of earning amaster’s degree in Wellness andSpa Service Design andManagement at the University of

Tartu in Pärnu, Estonia, Anne-LiiseVerpson learned about the ISPAFoundation Mary Tabbachi Scholarshipand its mission from the ISPA website. “Iadmire [ISPA’s] generosity in supportingnewcomers with an incredible scholar-ship that would help novices like me toreach our career goals and contribute tothe development of the spa industry,”Verpson says.

She applied for the scholarship whileon a three-month internship in Italy. Theinterview took place a day after herarrival back in Estonia. “My preparationfor the interview started when I beganmy studies in the spa and wellness fielda few years ago,” she says. “When thescholarship interview took place, it wasmy chance to let the [selection commit-tee] know of my general knowledge ofthe industry and where I see myself inthis big picture.”

For Verpson, ISPA’s scholarshipopportunities are an integral part of thefuture of the spa industry, creating theability to forge strong connections

ISPA

FOUNDATION

MARY TABACCHI

SCHOLARSHIP

CO-RECIPIENT

Tips for a Successful ApplicationVerpson offers the following tips to help spa students interested toapply for next year’s ISPA Foundation Mary Tabacchi Scholarship acethe application process.

� Compile a thorough professional resume. This should include allof the steps and achievements on your educational and careerpath that you consider significant in reaching your goals in thefield of spa and wellness.

� Start gathering useful documents (e.g. school diplomas, referenceletters) as soon as the application process is declared open. Thatway you can be operating within an adequate time frame.

� Have properly functioning digital devices and a reliable Internetconnection for the Skype interview.

ANNE-LIISE VERPSONSpa Student, University of Tartu

Pärnu, Estonia

VISIT experienceispa.com to learn more about the ISPAFoundation Mary Tabacchi Scholarship.


CONFERENCE & EXPO

VISIT ATTENDISPA.COM TO LEARN MORE.

2015 ISPAOCTOBER 19-21

MANDALAY BAY RESORT & CASINOLAS VEGAS, NEVADA

Additional Silver Sponsors AS OF AUGUST 18, 2015

What makes your brand stand out? BioRepublic SkinCare®

is the first eco-friendly sheetmask line. We don’t just talk aboutbeing green, it’s in our DNA. Our mask material is made from 100percent biodegradable, natural fibers, while our products arecruelty-free and formulated without harsh chemicals. Our cus-tomers care about ingredient safety and so do we, which is whywe include the Environmental Working Group (EWG)’s safetydata directly on our website.

What exciting new product or service are you show-

casing this year? Our line of biodegradable, cruelty-freesheetmasks forms the core of our line. The line was originallydeveloped for retail, but the product is so effective that we seemany spa professionals using it in their back bar! We’re alsolaunching a new premium line of biocellulose face and eye masksthat take performance and convenience to another level.

Can you share one important tip to help attendees

prepare for and explore the 2015 ISPA Conference &

Expo? Come prepared, know who you want to meet and arrangeappointments in advance, but also leave enough free time towander the floor, network, and find new products and services!

What makes your brand stand out? Mio is an industrytrendsetter. Ten years ago, we pioneered pregnancy skin care andquickly became the trusted category leader. In 2014, we launchedthe first body-care brand dedicated to skin fitness. Our wellnessapproach, high-quality, no-nasties formulas, industry awards andcult-like celebrity following singularize our brand.


casing this year? Our new Mio kits make irresistible retailpurchases and complement wellness programs. Sleep Better willhelp your guests achieve restorative and natural sleep. Run Fasterwill help them do just that. Mio Skincare will feature easy treat-ment add-ons like full-body, dry-brushing that will increase theaverage guest transaction both in the treatment room and at retail.



Expo? Wear comfy shoes and a light crossbody bag or backpack.You’ll be able to concentrate on what’s around you and notwhat’s ailing you.

Bio Natural Inc dba BioRepublic SkinCareThe Daily Pulse, Wednesday Edition

BOOTH NUMBER: 211

BIOREPUBLIC.COM • 1.888.887.5704

Mio SkincareMorning Refreshers

BOOTH NUMBER: 315

MIOSKINCARE.COM • 1.888.962.6264


What makes your brand stand out? Skin Authority spapartners love the instant gratification of our products, whichimprove guest appearance upon application and help them feelmore connected to making skin healthier. Skin Authority leadsa new category of skin care, re-imagining proven technology,while integrating new biotechnology for products that trans-form the healthy appearance of skin.


casing this year? Skin Authority is a “game-changer”lifestyle brand that redefines the consumer skin-care experience– in a spa, at home, out shopping, or online. The My SkinAuthority mobile app puts a live, certified skin coach at theguest’s fingertips to create new revenue streams for spas bydelivering results in a way never before seen.



Expo? Take charge and schedule an appointment in advancewith vendors you are interested in meeting. Download the MySkin Authority App, free at the Apple and Google Play stores.Make sure to visit us at the Headshot Station and experiencethe instant gratification of our patented SGF-4 Technology™.

What makes your brand stand out? OM4 is the first skintype and condition-specific professional men’s line to bust themyth that all men’s skin is created equal. The brand mantra is: 4PRODUCTS | 4 STEPS | 4 MINUTES | 4 MEN. Color-coded byskin type with each step numbered, OM4 takes the guess workout of choosing perfect pairings four biologically distinctive maleskin.


casing this year? RESTORATION Rx pushes the green scienceenvelope, featuring innovative gemmotherapy extraction technol-ogy and the use of embryonic plant tissue in five intensive,age-delaying clinical night treatment serums. SERIES SM signalsthe launch of a new men’s grooming category—dual-functionand skin-type-specific shave masks that treat male skin conditionswhile shaving.



Expo? First day, do a quick walk-through and approach the flooras a retail customer. What immediately catches your attention?Write the booth down and spend time on subsequent passes.

2015 ISPA CONFERENCE & EXPO

Additional Sponsors AS OF AUGUST 18, 2015

Skin AuthorityHeadshot Station Co-Sponsor

SKINAUTHORITY.COM • 1.866.325.7546 EXT. 120

Organic Male OM4Headshot Station Co-Sponsor

BOOTH NUMBER: 642

OM4MEN.COM • 1.877.898.6253


What makes your brand stand out? ZENTS is a mindfulcompany committed to bettering the world. GIVING BACK:We donate 10 percent of event sales to our Seva charity part-ners. SOURCED WITH LOVE: Our hand-harvested shea butterbenefits women in Africa. Our Concreta stones support Indianartisans. Locally sourced ingredients from small U.S. farmers,including biodynamic flower essences in our new Unzentedline, help to minimize our carbon footprint.


casing this year? UNZENTED is our new unscentedcollection of luxe retail and nourishing treatment products. Upto 98 percent organic, each product contains stress-relievingDemeter-certified biodynamic flower essences to boost yourhappiness. This line is ideal for those with sensitivities,mothers-to-be, and people who prefer scent-free. Learn how toincrease revenue with home care on all your unscented and pre-natal offerings.



Expo? Do as many activities as you can, and make sure tocarry around whatever you use to stay happy and healthy whentraveling, like our new Zen Blend tonic.

We Our Sponsors*

PLATINUMElemis

HydroPeptide

ManageMySpa

Matrix Fitness

ResortSuite

Technogym

GOLD[ comfort zone ] north america

BABOR

colorescience

Decléor

Dr. Dennis Gross Skincare

Dr. Hauschka Skin Care

FIT Bodywrap

jane iredale – THE SKIN CARE MAKEUP

Jurlique

Naturopathica

Phytomer Group Brands

Sanitas Skincare

Spa Week Media Group, Ltd.

SpaRitual

SpaSoft/Springer-Miller Systems

THALGO America

*As of August 18, 2015

SILVERBio Natural Inc dba BioRepublic SkinCare

COOLA Suncare

Element Eden

Éminence Organic Skin Care

FarmHouse Fresh

LEMI GROUP

Mio Skincare

Organic Male OM4

Skin Authority

WebMD

Zents Body Care

BRONZEAmerican Spa Magazine

EuroSpa Aromatics

Grounded Beauty

Intrinsics

Kneipp

RevitaLash

Skin Inc. Magazine

Youngblood MineralCosmetics

Thank you to all our sponsors for their generous support of ISPA:

ZENTSHeadshot Station Co-Sponsor

ZENTS.COM • 1.760.940.2125


PRODUCT SPOTLIGHT

1. Lavender Beauty. Sonoma Lavender’s Lavender

Heated Spa Collection (Lavender Neck Pillow, Heat Wrapand Spa Mask in Valencia fabric) contains lavender thathelps to soothe nerves and flaxseed that relaxes andheals. SONOMALAVENDER.COM | 1.707.523.4411

2015 ISPA CONFERENCE & EXPO BOOTH NO: 515

2. Non-Stop Moisturizing. June Jacobs Spa

Collection’s Rapid Repair Healing Cream is a clinicallytested product that helps to soothe irritation and provides up to 24-hour moisturization through keyingredients like edelweiss extract, imperatoria extract,allantoin and dimethicone.JUNEJACOBS.COM | 1.212.471.4830


3. Two Mitts in One. Uniquely versatile for bodyexfoliation and massage treatments, Supracor Inc.’s new

Stimulite® Dual-Sided Bath Mitt features a softer lavenderand firmer green side of Stimulite honeycomb. SUPRACOR.COM | 1.408.432.1616


4. Quick Plans. The ResortSuite Activity Scheduler

now allows guests to view scheduled classes, events, activities, programs and more in a highly visual, weeklyview to allow guests to easily plan their itinerary. RESORTSUITE.COM | 1.866.4RSUITE


5. Monitor and Track. With Book4Time Inc.’s Spa

Monitor, you can keep tabs on your online reputationfast and easy in one convenient location.SPAMONITOR.COM | 1.905.752.2588


6. Packed with Beta-Carotene. ilike organic skin

care from Szep Elet’s Carotene Essentials™ product groupis filled with beta-carotene from concentrated carrots,calendula, cantaloupe and sorb apple that help nourishthe skin, moderate cell turnover, strengthen tissue andimprove elasticity. SZEPELET.COM | 1.888.290.6238


7. Versatile Lounge. TouchAmerica Inc.’s Well-Lounge

is a comfortable sofa that converts into a treatmenttable with a flip of a switch. TOUCHAMERICA.COM | 1.800.678.6824


8. Style and Function. The Bravo by Continuum

Footspas is the perfect balance of style and essentialfeatures, including a glimmering glass basin, luxuriousupholstery and full shiatsu massage. MYCONTINUUMPEDICURE.COM | 1.877.255.3030


9. Express Colors. The next generation of the CND®

SHELLAC® brand 14+ day nail color system features the SHELLAC Brand XPRESSS5™ Top Coat and CND LED

Lamp for faster-than-ever service time and five-minute removal! CND.COM | 1.858.766.9500


10. Peel Off. Reveal a softer, revitalized complexionwith the VitaSkin™ Exfoliating Peels from Éminence

Organic Skin Care. These results-oriented peels, formulated with natural, active ingredients, delivervisible results without the need for downtime. EMINENCEORGANICS.COM | 1.888.747.6342


Take a look at some of this year’s five-timeconsecutive exhibitors’ product showcasesand discover fresh finds at the 2015 ISPA Conference & Expo.

1 FreshUpdates

2

3

EDITOR’S NOTE: Thank you to all our sources whoresponded to our editorial lead. For a chance to highlightyour latest product in the Product Spotlight of Pulse maga-zine, email product description and high-resolution productphoto to [email protected]

4

5

7

8

10

96

ISPA: Why has your company chosen to sponsor the ISPA FoundationLive & Silent Auctions?

COOLA Suncare: The ISPA Foundation Auctions brings everyone together atthe end of what is always a successful show for everyone involved. It’s anamazing opportunity to be part of an event where we celebrate variouspassions—from art and travel to music and experiences. It’s common tosee vendors and retailers having a great time playfully jockeying for posi-tion as they strategically place their bids as the clock winds down. A lotof fun for a great cause!

Matrix Fitness: The ISPA Foundation Auctions is a great sponsorship for us aswe love to see friends in the industry come together to support a cause that we are all passion-ate about. We rely on the research to make important business decisions, so we’re glad to beable to support ISPA and the Foundation in this way.

ISPA: How does your team determine what todonate to the ISPA Foundation Auctions eachyear?

C: Our marketing and sales departments always have agreat time getting together to brainstorm fun and dis-tinctive ideas that will generate a lot of donations.Last year’s project, a COOLA Stand Up Paddle Board,was extra fun because we got to design it as well!

M: For the last several years we have donated an E3xSuspension Elliptical trainer to the Auctions. It’salways a big hit among bidders!

ISPA: What is your company’s favorite ISPA Foundation initiative?

C: We love data—especially about the spa, health and wellness industry! The annual ISPA U.S.Spa Industry Study offers unique and insightful information gathered from some of the mostrespected people and properties in the spa world. It’s a study that year over year, helps us guideour business growth and target new and trending opportunities.

M: The ISPA Foundation Mary Tabacchi Scholarship is such a great opportunity for young pro-fessionals to get involved with ISPA and the spa industry. We’re thrilled that for the second yearin a row, the ISPA Foundation has been able to offer two scholarships. �


OFFICERS

CHAIRMAN Jeff KohlSpa & Club Ideations

VICE CHAIRMAN Frank PitsikalisResortSuite

DIRECTORSElla StimpsonISPA Vice ChairmanThe Spa at Sea Island

Michael TompkinsISPA ChairmanPALM Health

Lynne McNees ISPA President

MEDICAL ADVISORBrent Bauer, M.D.Mayo Clinic

HONORARY BOARD MEMBERSRuth StrickerThe Marsh, A Center for Balance and Fitness

Deborah SzekelyWELLNESS WARRIOR

The ISPA Foundation wishes to thank the following supporters for their generous contributions:

LUMINARY

Ruth Stricker

BENEFACTOR

Dr. Howard Murad

PATRON

Massage Envy Franchising, LLC

Red Door Spas

FOUNDATION

ISPA FOUNDATIONBOARD OFDIRECTORS

2015

ISPA FOUNDATION

SPONSORS CHAT

Why Support the ISPA Foundation Live & Silent Auctions?

TO CHECK OUT all of this year’s exciting donations, grab a copy of the AuctionsCatalog at the ISPA Resource Center or visit biddingforgood.com to access the onlineversion. Plus, be sure to visit the Auction Area and join the Live Auction from 4:30 to6 pm on Tuesday, Oct. 20 during the 2015 ISPA Conference & Expo.


1212

19-2119

212331

OCTOBER 2015October is...� Breast Cancer Awareness Month

� National Diabetes Month (U.S.)

� Eczema Awareness Month

� National Cosmetology Month (U.S.)

World Vegetarian Day

September Snapshot Survey results are released

Columbus Day(Dia de la Raza, Discovery Day)

Farewell Party at LIGHT Nightclub

Last day to participate in OctoberSnapshot Survey

Results from the October SnapshotSurvey are released

2015 ISPA Conference & Expo registration (12 – 8 pm PT)

2015 ISPA Certified Spa Supervisor(CSS) Study Group (1 – 2 pm)

2015 ISPA Certified Spa Supervisor(CSS) Exam (2 – 4 pm)

Conference Orientation (3 – 4 pm)

Ruth Stricker’s Wise Voices (4:30 – 6 pm)

October Snapshot Survey opens

Last day to participate in the 2015 ISPA Auction online bidding

18

16

Evaluate Your Life Day (U.S.)

2015 ISPA Conference & Expo

To receive the full monthly report, check your inbox for the next survey linkand participate in the survey.

Positive Change Continues in the Second Quarter of 2015The monthly ISPA Snapshot Survey provides ISPA members the opportunity to

participate in and access useable and relevant industry research. In the latest

quarterly report, survey respondents offered a closer look at their business per-

formance from April 1 through June 30.

Overall, the results were very positive. Compared to the second quarter of

2014, the majority of respondents (74 percent) confirmed that they have seen

growth in gross revenue. In terms of gross profit, spa respondents (71 percent)

and resource partners (71 percent) have respectively seen a positive change.

The increase in numbers is further reflected in the number of spa visits, with

62 percent of spas reporting an increase in the number of spa visits in the second

quarter this year compared to the same period in 2014.

Perhaps the most encouraging long-term sign that spa owners are confident

about the future was reflected in the workforce numbers. Across day and

resort/hotel spas, 37 percent added new positions while 43 percent filled vacant

positions. Only two percent laid-off staff and implemented a hiring freeze. A

strong employment market is a key confidence indicator, reflecting a continued

growth in the spa industry.

TUNE IN TO WHAT’S HAPPENING IN THE SPA INDUSTRY

Utilize the DigitalISPA Buyer’s GuideDon’t forget to browse the digitalISPA Buyer’s Guide when lookingto connect with ISPA resourcepartners. Each month, the digitalguide is updated with newmembers, so there’s alwayssomething new to be found. Byvisiting experienceispa.com, members canaccess the guide anytime whether at home, atthe office or on-the-go.

Are you looking for the latestindustry trends or creative ideasimplemented by your peers? Getyour hands on invaluable industryinformation by participating in theSnapshot Survey. This member

benefit provides you with a unique opportunity to receive valuabledata by completing these quick, monthly surveys.

By investing only a few seconds of your time, you can help ISPAidentify your company’s needs, monitor industry trends and accessthe impact of the global economic situation toward the spa industry.In return for your time, you’ll receive the complete report filled withpriceless insights.

ISPA NEWS

HAVE QUESTIONS aboutthe digital Buyer’s Guide orISPA Snapshot Surveys?Email [email protected]


Bio Natural Inc dba BioRepublic SkinCare 891.404.723.3396biorepublic.com

Chaleur Beauty By Forever YoungIntellectual Property, LLC 51.844.242.5387foreveryoungintellectualproperty.com/chaleur/

Digilock 591.707.766.6000digilock.com

Éminence Organic Skin CareICF, 11.888.747.6342eminenceorganics.com

ESPA International 36, 371.888.705.0102espaskincare.com

FarmHouse Fresh INSERT1.888.773.9626farmhousefreshgoods.com

G.M. Collin Skincare 911.800.341.1531gmcollin.com

HydraFacial MD – Edge Systems LLC 111.800.603.4996skinhealthforlife.com

AD INDEX

Bold indicates year-round Pulse advertisers and 2015 ISPA Conference& Expo Sponsors.

ISPA would like to thank the following Pulse advertisers for theirsupport of the association:

EDITOR’S NOTE: This includes new members from August 6, 2015 – August 27, 2015. You can access the online membership directory at experienceispa.com.

ISPA WELCOMES NEW MEMBERS TO THE ISPA COMMUNITYRESOURCE PARTNER

BGC Retail Consultants

Kirsti Wolfe Designs, Inc.

Isawall Sysems LLC

La Costa Organic Jewelry

Londontown Inc

Silver & Sage Jewelry

Verve Jewelry

Walk-in Apps, Inc.

SPA

AMOMI Pregnancy Wellness ~Spa

Andaz Peninsula Papagayo

Bliss Boston

Blush Boutique & Spa

Dollywood’s DreamMore ResortSpa

Four Seasons Hotel Bahrain Bay

Garden of the Gods Club Spa

Gaylord National Resort and Convention

Grooming Lounge

Grupo Vidanta

Harmony Day Spa

Hyatt Zilara Cancun

Hyatt Ziva and Zilara Rose Hall Jamaica

Hyatt Ziva Los Cabos

Innovative Spa Management

KSL Resorts

Marcus Hotels & Resorts

Miile Spa at Excellence Group

Milagro Spa - Manasquan

Milagro Spa - Red Bank

mySpa at the InterContinentalMiami

Nine Stones

Pelage Medi Spa

Pro Beauty

RnR Wellness THE SPA

Rosewood Sand Hill - Sense, A Rosewood Spa

Sailfish Point Club

Salon Lorrene

The Peninsula Beverly Hills Spa

Woman’s Athletic Club ofChicago

SPA UNDER

DEVELOPMENT

Claudia Jasmim Institute

Royal Park

Whole Foods Market

Release Well-Being Center, LLC

HydroPeptide 91.800.932.9873hydropeptide.com

jane iredale – THE SKIN CAREMAKEUP OBC1.800.762.1132janeiredale.com

Jurlique 71.800.854.1110jurlique.com

Matrix Fitness 251.866.693.4863matrixfitness.com

Moroccanoil Inc. 48, 491.888.700.1817moroccanoil.com

Nelly De Vuyst 611.800.263.8888derme.ca

Organic Male OM4 311.877.898.6253om4men.com

PCA Skin IBC1.877.722.7546pcaskin.com

Philip Stein Holding, Inc. 711.855.533.3939philipstein.com

Phytomer Group Brands 431.801.284.8200phytomerusa.com

ResortSuite 31.866.477.8483resortsuite.com

Sanitas Skincare 471.888.855.8425 sanitas-skincare.com

Skin Authority 311.866.325.7546skinauthority.com

Smith & Cult, LLC 931.855.768.4258smithandcult.com

Sothys USA Inc. 51.800.325.0503sothys-usa.com

SpaRitual 14, 151.818.988.2228sparitual.com

Comphy Co. BELLYBAND1.323.225.8234comphy.com

Thera-Pearl 551.800.321.2135therapearl.com

Vie USA 421.877.843.0800vieusa.com

Youngblood Mineral Cosmetics 701.805.577.0102ybskin.com

Zents Body Care 891.888.463.4236zents.com

Bed of Nails 76

Bio Natural Inc dba BioRepublicSkinCare 76

Bissinger’s Handcrafted Chocolatier 77

Dazzle Dry Nail Lacquer 77

Dr. Hauschka Skin Care 77

Elemis 78

ESPA International 78

FarmHouse Fresh 78

Feeling Smitten 79

Fibreluxe Lashes 79

GrandeLASH – MD 79

HydroPeptide 80

Organic Male OM4 80

Performance Health 80

Pevonia International LLC 81

Phytomer Group Brands 81

Pollogen Ltd. 81

ResortSuite 82

Somme Institute 82

SpaRitual 82

Supracor, Inc. 83

VitaJuwel USA 83

Special Pulse Advertising Supplement


Like a true community, let's make meaningful connections. Aimed at

helping ISPA members discover each other, share one another's passions

and inspirations, and hopefully kick-start warm introductions among

peers, this section called Social Connections is all about build-

ing bridges. Share your passion with Pulse and see yourself

featured in this section.

1. Favorite app: This changes often, but I’m currently hooked onDubsmash. It’s so silly—it’s fun!

Next travel destination: Las Vegas

Fitness routine: Every day, I walk, stretch, do toning exercises andpractice yoga.

2. Comfort food: Popcorn but I’m allergic to corn. Irony of ironies.

3. Books currently reading: I like reading multiple books eachweek. I’m currently reading The Christian Imagination: Theology andthe Origins of Race by Willie James Jennings; Sex, Time and Power:How Women’s Sexuality Helped Shape Evolution by Leonard Shlain,and Prince Lestat by Anne Rice.

4. Audio book on replay: I love listening to Across the NightingaleFloor series by Lian Hearn.

Charity or causes you support: Emmaus House is just one of themany charities I support. I go and serve the homeless twice a week.

1

3

SOCIAL

@DrBerticeBerry berticeberry.com

DR. BERTICE BERRY � PRESIDENT, BERTICE BERRY PRODUCTIONS � SAVANNAH, GEORGIA

2

4

ISPA CONFERENCESPEAKER & ISPAFOUNDATIONAUCTIONEER

I am equally passionate about promoting literacy programs, women’shealth and The Hearing Aid Project.

Most important business lesson learned: No matter how hardyou prepare, work or how big your lead is, you can’t succeed withouta strong team. I learned this lesson at an ISPA Conference & Expo.

A great leader is: One who supports his or her team members sothey exceed their own expectations and surpass his or her ownachievements.

Health and wellness blog you follow: The Art of Living—okay, I write it, but I try to follow the advice first.

Personal achievement: Raising five adopted, special needs children.

Most memorable ISPA moment: There are too many to choosefrom but one that stands out was during my first time to speaking atISPA Conference. After my speech, the staff sang to me as I walked allthe way through the door. It still makes me smile today. �

CONNECTIONS

Are you “thinking strawberries”? I know we are! The phrase“think strawberries” is borrowed from former Plaza HotelPresident James Lavenson’s speech to the American MarketingAssociation in 1974, wherein he elaborated how he turned

around the hotel’s struggling revenues by converting everyone into salessuperstars, including waiters who learned to sell strawberry desserts in cartsto New York’s diet-conscious guests.

Today, the phrase “think strawberries” doesn’t only mean“everybody sells” but has also become a metaphor to “stayingin focus.” This powerful idea kept popping up in ISPA conver-sations lately, including at an ISPA meeting.

In reflection, an ISPA board member shared:

“Earlier this year we took ‘think strawberries’ to a wholenew level by making our P&L the ‘strawberry’ focus. Historically, May is a slowmonth due to the changing of the seasons. Our ‘strawberry’ for the month was todouble our income from May last year. At every lineup, staff meeting, or dailyupdate, we constantly kept team members informed of how we were doing on our‘strawberry’ goal and challenged them daily to help drive revenue. By the end of themonth, we not only beat our goal, we beat prior year by 629 percent!”

A large part of Lavenson’s speech includes picking a focus and communicating it toyour staff. Your focus can change over time, but it comes down to your staff rallyingaround the cause and staying on message. I saw this come into play at the recent EastCoast ISPA Media Event. As journalists interviewed spa representatives, each spa’s rep-resentative stayed on message and made sure to share their “soundbite” at everyopportunity.

At ISPA headquarters, each staff member has a primary focus (their “strawberry”)throughout the year, whether it’s public relations, marketing, membership, mediaevents or social media. But as it gets closer to the ISPA Conference & Expo (our one

BIG “strawberry”), we all “think Conference.” We are so excited October isfinally here and we are celebrating our 25th anniversary with you.

In your spa or business, what’s your current focus? Are you and yourteam focused on the same “strawberries”?


“So sell ’em strawberries. But sell ’em.”

—Former Plaza Hotel President James Lavenson

—LYNNE McNEES, ISPA PRESIDENT

FOLLOW ME ON TWITTER!@LynneMcNees

LIKE US ON FACEBOOK!International SPA Association

STYLIN

G & PHOTO BY ECHOSTA

RMAKER.COM

TO READ Lavenson’s full speech, visit pulse.experienceispa.com.

pulse spa magazine october 2015

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