Health advantages of water therapies – for spa clients and their therapists. And some water therapies you can do at home to continue the benefits. By Vivienne O’Keeffe, CIBTAC, AAD, PEA Water cures are steeped in legend. One example is the story of 19th century European peasant Vincent Priessnitz. Working in the forest, he observed a doe that would come to dip a wounded leg into a stream every day before heading back into the woods –...

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Misperceptions = missed opportunity. Wellness consumers who don’t understand your business or its treatments won’t become your clients. By Vivienne O’Keeffe, CIBTAC, AAD, PEA What’s the biggest reason that people come to spas? A soothing massage? Skin treatment? Nope. The biggest single reason people come to experiential spas, I believe, is to get away from the stresses of modern living and experience soothing relaxation for their bodies...

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Understanding their needs and expectations can turn reluctant men into loyal clients. By Vivienne O’Keeffe It’s not as if men are strangers to the spa experience. A PWC report for the International Spa Association (ISPA) found 47% of spa-goers in the U.S. are already male. They’re mostly aged 25-44 and from $66,000+ ($CDN) income households. They’re less cost-averse than women, and experience higher than average levels of stress. Roughly half...

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Eco awareness and other trends are reshaping consumer behaviour. Prepare now or be left behind. By Vivienne O’Keeffe Not all trends become permanent. But there is no better predictor of the future – nor better way to prepare your business for it – than identifying and understanding the most important and fastest-evolving trends in consumer behaviours today. With its broad range of services from pure aesthetics to skin care and rejuvenation...

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What every purchaser and vendor needs to know. By Vivienne O’Keeffe  Thinking of buying or selling a spa this year? Your timing is spot-on. A 2019 study of the US spa industry by the International Spa Association reports year-over-year growth (2018 vs. 2017) in five key categories: revenues (up 4.7%), number of locations (up 1.8%), visits (1.6%), revenue per visit (3%) and although slight, a 0.4% increase in employment. The biggest improvement...

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Keeping the peace. By Vivienne O’Keeffe  A big thanks to the many readers who responded with calls and emails to my last article about recognizing clients with menopausal symptoms. Your requests for more information on anxiety and panic attacks got me thinking about the role spas can play with respect to mental wellbeing. My recent work on the Global Wellness Institute’s (GWI) Mental Wellness Initiative has made me acutely aware of the many...

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