Marylise Sauliere

Music is integral to the spa experience—it’s what differentiates spas from beauty institutes or gym clubs. At a spa, your clients expect an effective therapeutic treatment and a certain je ne sais quoi. Like aromatherapy, music directly addresses emotions and influences our mood in two ways: through memory association and through vibrations on the body. Because spa music is often linked to nature, it encourages relaxation and helps clients unwind so they can focus on the benefits if their treatments.

To understand the power of music on our minds and emotions, we need to recall sacred music that has been created and played over the centuries, across all civilizations. Music is as precise as mathematics–there are special kinds of vibrations that will always produce the same results, such as joy or tranquility. In some monasteries in Central Asia, as explained by the philosopher George Gurdjieff, a special kind of music was played as an initiation to make people experience new sensations and emotions that would help them increase their level of consciousness.

Our busy routines produce stress because of the high number of daily goals we must achieve. Dispersion among multiple tasks and our continuous projection of the self onto external actions result in lack of attention, lack of concentration, anxiety, and headaches. Clients go to the spa for relief of these problems, and successful therapy is in part due to the power of music. Together with aromatherapy, soothing ambience, and the therapist’s gentle touch, music completes the sensorial journey and the holistic experience.

Lisa Sykes

First, let me say that I love organic cotton–I use it for my bedding at home. However, some spa professionals have shared with me that they shy away from it because they feel it’s expensive, takes a while to dry, and doesn’t hold up well to stains. They’ve asked me for some other recommendations, so in this post I am presenting  a few other choices to fit a variety of budgets, needs, and levels of spa greening.

Extend the life of your existing linens. Wash fabrics in cold water so they will retain their color and strength longer. Use an eco-friendly spot remover or presoak to help loosen grease or stains.

Bamboo is a bit controversial. While it is rapidly renewable, doesn’t require pesticides or fertilizers, and features natural antibacterial/antifungal properties, it involves harsh chemicals to make it into fabric. Further, because most bamboo is grown in China, the ecological cost of transporting it is high.

Hemp is twice as durable as cotton and requires less chemical processing for the appropriate feel and texture for linens.  It’s also inherently antibacterial/antifungal and very breathable. However, hemp has to be imported from other countries because it is illegal to grow it in the United States.

Soy is made using a by-product from soybean oil production.  Soy fabric has a soft feel that drapes well, and like bamboo, it is resistant to bacteria and UV rays. However, do note that the raw materials could come from genetically modified crops.

Microfiber. Yes, that’s right—microfiber! This soft “peachy” fabric dries quickly, resists stains, and is completely recyclable. Microfiber is also extremely durable, which means it won’t need to be replenished as frequently. Bonus: It’s inexpensive!

Eucalyptus. Soft and sustainable, eucalyptus fiber sheets absorb moisture and release it away from the body, creating a cool, dry feel. Eucalyptus blends are labeled as Tencel +Plus™ Lyocell. (More about manufacturing below.)

Tencel® or lyocell is made from wood pulp cellulose. It’s very smooth, similar to the feel of rayon. The manufacturing process to transform wood pulp into lyocell fiber is a “closed loop” method and no bleach is used, which means there’s minimal environmental impact. However, to create fabric from lyocell fiber, chemical processes are used that might not be so eco-friendly.

Third party certified manufacturing processes. The fabric may not be organic cotton or lyocell, but it could be manufactured under strict safety and environmental standards such as Öeko-Tex® or the ISO 14000 series.

Öeko-Tex® (pronounced echo-tex) was developed by the German Textile Industry in 1992. It uses analytical tests to determine the safety of textiles and their manufacturing processes. Its tests include the following: Standard 100 evaluates and screens textiles for their human ecology properties; Standard 100 Plus relates to the finished product which fulfilled the requirements of Standard 100 and was produced on sites carrying the Standard 1000 license; Standard 1000 concerns the production methods and the manufacturing site itself. It makes certain that the textile facility is following environmentally friendly procedures and does not use banned or harmful chemicals during the manufacturing process. 

The ISO 14000 series addresses environmental management. A company that is ISO 14000 certified takes the initiative to minimize harmful effects on the environment caused by its activities and continually improves its environmental performance. The ISO (International Organization for Standardization) is a non-governmental organization based in Geneva, Switzerland that comprises of a network of national standard institutes.

Do you know of any other options? Please share.

Nancy Griffin

Wellness is a fundamental component to spa and a rapidly growing market trend—are you profiting from it? Here are five steps, including expert advice, to help you capture more revenue from health-conscious clients.

1. Develop therapeutic spa treatments: Spa treatments that rely on proven modalities such as hydrotherapy and aromatherapy will elevate your practice to the next level. Draw upon traditional, culturally-based healing therapies and educate your clients on the therapeutic benefits of these treatments. “Everything we do is solidly in the corner of wellness because our treatments work on the physiological responses of the body,” says international trainer Anne Bramham. For example, Dr. Vodder’s manual lymph drainage is scientifically proven to reduce swelling and bruising. Implementing these types of therapies, however, requires an ongoing commitment to staff training and quality control.

2. Focus on results: SRI International reports that 71% of consumer respondents said they would be more likely to visit a spa if they learned that a series of research studies demonstrated that spa treatments deliver measurable health benefits.  Communicate these benefits in your marketing materials. Hospital-based Inspiritas Spa in San Antonio, Texas states in its copy, “All of the modalities offered are evidence-based, meaning that they have been shown to be effective for reducing patient side effects and increasing the patient’s sense of well-being.”

3. Offer educational seminars: “Education establishes a level of trust and credibility with the consumer,” says Mindy Terry, President of Creative Spa Concepts “You don’t have to have special rooms or expensive equipment to teach people how to manage their stress and live well.” Communication is key. “Offering educational seminars to your clientele on healthy skin and healthy bodies would be a good way to start changing consumer perceptions of spas as places to go for just a ‘quick fix,’ says Deborah Smith, Principal of Smith Club & Spa. “All that is needed is a comfortable meeting space.”

4. Hone in on home care: Home care products and programs support your clients’ efforts for a healthy lifestyle. Design customized home care regimes for each client and recommend appropriate products. Offer a variety of “support” items such as sunscreen, protective apparel, and portable home care devices. Look for products that extend the life your professional services. “Everything that you recommend to your clients you should sell,” says skin care consultant Sara Whisler. “You are the experts—view retail as an integral part of client education. Your clients will thank you for the convenience.”

5. Practice what you preach: Ownership, management, and staff must buy into what they are selling for any wellness program to be effective. Is wellness important to the philosophy of your business? Do you feel a personal need to improve your clients’ quality of life? “Wellness in a spa begins with the intention – from the ownership/management to the staff,” says Rianna Riego, founder/Principal at Global SpaVantage. “Live it before you preach it.”

Have more ideas? Post them here!

Marti Morenings

After having devoted 100% of my time to Universal Companies for more than 25 years, I decided recently to relinquish my day to day hands-on involvement to allow myself more time to pursue my personal interests. This doesn’t mean that my love for the spa industry has waivered—quite the contrary.  I remain as devoted to it and our customers as I have always been.

As the founder of Universal Companies, my commitment has never been stronger. My ownership position and overall leadership will not change, and in fact, I have invested a considerable amount of capital over the last couple of years to ensure our future growth and expansion. I leave the actual operations in the capable hands of our CEO Pat Campbell, who has guided us through this recession so that we are not only stronger financially, but also stronger as a team.  My goal was always to create a company that could be sustainable for many years into the future without my full-time involvement so that I could eventually proceed with my personal goals. Pat has developed a world class management team and a working environment that encourages personal growth and responsibility, and it feels great knowing that this team will continue offering you the customer service and innovation you have come to expect from Universal Companies.

Although I am no longer engaged in day to day operations, I will still be involved  in Universal Companies’ strategy by reporting trends that I am seeing and providing insights “from the other side of the fence” as a spa consumer!

As always, I feel very passionate about the spa industry. I’m attending the Global Spa Summit  in Bali this year and have extended my trip to a couple of amazing eco-resorts focusing on spirituality and wellness. I look forward to sharing stories and photos from this trip with Spa Insider readers. 

In addition to my month in Bali, I’ll be doing some amazing eco-adventure travel this year, including a trek to Peru. I’m also cultivating my passion for wind and solar technology and I’ve joined the board of a local school that helps learning disabled and autistic children.

My sincere wish is that you gain insights from my personal journey and feel encouraged to share your own journeys!

Yours in Health,

 Marti

Brian Paris

Our corporate division has been growing tremendously! Equipment sales showed exponential growth last year, with no sign of slowing down. In this post, I’ll discuss our foray into India with client Woodhouse Day Spas. In my next post, I’ll talk about some of our other projects around the world.

Our long-term partner Woodhouse Day Spas has entered into a partnership to develop 50 (yes, you read it right, 50!) day spa franchises in India. The first outlet in Ludhiana, Punjab is set to open this summer. The flagship 10,000 sq. ft. Indian Woodhouse location includes a fitness center with a membership component, and it will typify the American day spa experience.

Since India has not been affected by the global recession, development is booming! There are currently over 2,300 spas, generating revenue of over $384 million annually. It has been a learning curve doing business in India, but we have developed many new partnerships with Indian suppliers and have become an important resource to the Indian spa industry.

Woodhouse Day Spas CEO Jeni Garrett will be presenting the Indian Woodhouse concept at this year’s Global Spa Summit in Bali. Universal Companies Founder Marti Morenings and Executive Vice President Alfredo Carvajal will also be there to report on the festivities. Look for commentary on the GSS in the Spa-Insider blog in May.

Jenny Farrand

As Universal Companies’ Director of Education, I frequently travel for business. When I book my online accommodations, I have a slight….um…ok….ENORMOUS obsession with hunting for the best hotel bathtub within 100 miles of my destination. If it fits in my travel budget, I always book a room with a sizeable tub. I also pack a plethora of bath salts, oils, teas, and vials of essential oils, even if only for a one night stay, since I never know what aroma will be most pleasing or which muscle will be sorest at the end of the day.  At home, I suffer with a diminutive vinyl tub that requires a fetal –positioned soak that only submerges about a quarter of my 5’2 frame at a time. So depressing.

I know that I may be slightly more passionate about my tub addiction than most, but I am not alone in my affection for a good soak.  Why then are so many hydrotherapy treatment rooms sitting un-booked?

If a treatment room contains only an empty tub (as many do), there’s no potential for revenue. So, let’s explore a few ideas to re-energize your spa’s hydrotherapy treatment business.

1. Create a sense of fun with a bath bar.  Clients love to feel like they are getting a unique experience in the spa, and this is such an inexpensive way to create a sense of real luxury.  Set up a beautiful, interactive bath bar with a variety of raw salts, herbs, and aromatherapy oils in attractive apothecary jars with informative, rustic handwritten properties outlining the attributes of each variety. As a member of your spa team brings a guest to the bath, he or she should give the guest a brief introduction on how to create a custom blend to be placed into a muslin bag and used as a therapeutic bath tea, which doubles as an aromatic bath sponge after the salts infuse into the water. Be sure to have the tub ¾ full of very warm water, and instruct the guest on temperature adjustment. Setting a timer with a Zen chime will gently remind your guest when it is time to exit the bath, and hopefully, prepare for their next treatment! Baths do not require a therapist or long periods of time to be effective, so they should be priced minimally and scheduled for 15 or 20 minute time periods, allowing 10-15 minutes for a staff member to thoroughly sanitize and re-set the room between clients. Be sure to retail the essential oil blends offered, and explain how to create a warm cleansing face compress or aromatic bath to continue the experience at home.

2. Create sanctuary. Does your soaking room need a makeover? Many hydro rooms look clinical, austere, and unwelcoming.  We know that this is for proper sanitation (which is of the highest importance not only for your clients’ safety but also their trust and loyalty) but try to create a lush feel with high quality towels and linens, fresh flowers, gentle music, and relaxing lighting (Clusters of LED candles in real wax columns work amazingly well.)

3. Market, market, market! The simplest cost-free way to get the word out? Prepare your hydro room in all its candle-lit glory whether you have treatments booked there or not, being sure to walk each client by, showing them your beautiful bath bar upon arrival.  Mention that there is availability following their scheduled service if they would like to book a private soak. Take photos of the bath bar or use stock photos featuring a mortar and pestle brimming with herbs and salts and place in changing areas, inviting guests to indulge before or after other treatments.  Tastefully include the price so that they are aware of how affordable a few extra minutes of luxury can be.  Include a soak in all treatment packages, as it is the easiest thing to discount without affecting your bottom line. Offer a complementary soak with every facial or massage as an incentive for clients to schedule a treatment during the slowest times in the spa.

A small investment and renewed enthusiasm can go a long way to revitalize your hydrotherapy bookings.   If you’re interested in more suggestions in creating a hydrotherapy menu, please contact me jfarrand@universalcompanies.com .

A section of the Universal Companies herb garden

It’s spring! Time to garden—organically, of course.  Have you ever thought of creating a small garden at your spa? Growing your own organic herbs and vegetables will not only differentiate your facility from others, it will provide the freshest nutrient-rich ingredients for your kitchen’s recipes. If your facility already features light, healthy meals, then it only takes a few additional steps to transform your spa’s dishes into sustainable organic spa cuisine. Here are a few tips to pique your interest:

No space? No problem.
Without investing large quantities of time, energy, and money, you can implement easy, efficient gardening techniques that produce the highest yield possible for the space you have available.  This can be done by constructing raised beds or stationing a series of Earth Boxes. 

Controlling Garden Pests
Natural “pesticides” include beneficial insects (e.g., ladybugs, lacewings, praying mantises) and birds.  You can invite most beneficial insects by planting certain annuals (e.g., marigolds, calendula, cornflowers, and zinnias) nearby or by purchasing a “starter community” online.  Birds are easy to attract—place a few seed feeders within the vicinity of your garden and keep it filled with black oil sunflower seed.  In addition, you can try plant variety and crop rotation. Pests are often plant specific, so to prevent them from taking up residence in your garden, plant a variety (such as tomatoes, eggplant, and cucumbers) and rotate the next year with another selection (maybe potatoes, lettuce, and peppers).  Insects that have wintered over will not have a free meal the following year. 

Weeds
Although infrequent, weeds sometimes sprout in raised beds. But because raised beds contain very loose soil, weeds are easy to pull up—no strenuous tugging or digging necessary. Earth Boxes do not require weeding.

Fertilizer
Nutrient-rich kelp meal, bat guano, manure (from a farm that raises animals on hormone-, antibiotic-free, natural, vegetarian diets), and compost are great fertilizers for organic gardens. Note that a rolling compost bin is easiest for a busy spa because it can be placed next to the garden, it just needs a quick spin, and it’s discreet.  For in-depth information on composting, visit HowToCompost.org .

Advertise It!
Once your spa has its very own organic garden, you can boast about the vitamin-packed vegetables it produces on-site. Adding phrases to your marketing materials such as “specifically grown for you” or “nurturing hands and nourishing food” strongly addresses your spa’s mission: to provide soothing holistic services and wholesome, sustainable cuisine. Plus, by offering homegrown goodness, your spa is no longer just a spa—it’s a dual focused treatment center, dedicated to the total health and well-being of its clients.

Nancy Griffin

There has been a lot of talk in our industry lately about the spa’s role in preventing disease. Spa environments provide obvious wellness benefits such as relaxation and relief from stress. Spa treatments (properly executed) offer a host of physical benefits including increased circulation, lymph drainage, and decreased inflammation. Are you communicating the benefits of spa treatments to your prospects and clients?

Here are some things to consider as you position your spa for prevention:

Demand and Demographics

Consider your audience when marketing prevention and wellness. Certain segments of the population are pre-disposed to take control of their own health.  Are your current clients/patients telling you they want services that have therapeutic value and promote healthy aging?  Have they expressed that they want to feel and look well long after leaving the spa?  If the majority of your clientele are stopping in for a quick wax or manicure, chances are they are not going to want to address deeper issues such as their stress level or struggles with weight loss.

Communicating Wellness

Do you as a spa owner or manager truly understand the power of your spa offerings? If you don’t believe in the power of spa treatments to prevent illness, you can be sure your clients won’t either. Make sure that your spa treatments are focused on results and not simply pampering. Add value with home care tips and products to sustain healthy efforts. Before you look elsewhere for “wellness programs,” hone your spa treatments to provide results and communicate the benefits of your offering in-spa and online.

Resources and Revenues

Should you decide your treatment menu needs an overhaul, carefully evaluate what services and you can reasonably offer within your budget and space limitations. When judging return on investment, don’t forget intangible results such as client loyalty, repeat business, and the goodwill attached to transforming someone’s life. Aside from the immediate financial return from your wellness investment, consider your long term strategy and how you will differentiate from the competition.

Lisa Sykes

The outcome of any serious research can only be to make two questions grow where only one grew before. –Thorstein Veblen

As an organic gardener, long-time herbivore, and overly analytical health-conscious individual, I’ve always been interested in how to maintain personal and planetary wellness. Being a meticulous vegetarian requires fervent label reading, something I’ve done for over seventeen years. I also have a photographic memory, so once I read an ingredient list, I can often answer questions regarding its contents without reexamining it. This also goes for other facts and statistics (which I conjure at random sometimes) regarding food production, medicinal plants, and oleochemical manufacturing. These slightly idiosyncratic behavioral patterns combined with research experience as a writer have allowed me the ability to tenaciously check—and double check—all of Universal Companies’ “green” products. Oh, yeah, I take this stuff very seriously.

Universal Companies hired me as a technical copywriter in 2007, but I wasn’t in that single role very long. The company needed assistance with its sustainability initiatives, the most important of which was to help customers accurately choose “greener” options by researching our products for them, essentially removing the guesswork normally involved with purchasing eco-friendlier products. The most daunting element of this task was studying cosmetic chemistry for the purpose of categorizing personal care products.

It wasn’t long before my desk was fashioned into a multitude of malformed stacks, virtually unrecognizable from the immaculate look it once boasted, pushing my self-diagnosed OCD to new limits. I examined hundreds of ingredient decks, scrutinized each ingredient therein, and looked into manufacturing standards, third party certifications, packaging, and safety and toxicology. The more I researched, the more questions my quizzical mind developed.

Interestingly, some companies claiming “natural” on their labels listed—for example—PEG-7 glyceryl cocoate alongside organic aloe vera. There are two viewpoints concerning this: Ardent consumer activists will argue that PEGs (polyethylene glycols) or PEG combinations should not be considered natural because they are created in labs, not by nature. However, some industry experts opine that if the ingredient is derived from a natural source, such as coconuts, it should be considered natural. Nevertheless, after studying both perspectives, I surmised that the problem with defining “natural” is the wide spectrum of opinions it evokes.  And this is just “natural”. We won’t even get into “organic”. There are also debates over the definition of “green”. Some believe it’s synonymous with “vegan”, “paraben-free”, or “100% certified organic”. Whew—no wonder why spa directors and owners are traumatized from the very mention of “green”. These waters seem murky and unchartered. But, they’re not. Universal Companies has me on staff to help you. The non-profit Green Spa Network is also a valuable resource; it goes above and beyond, assisting members with everything from guest relations to water management. 

Spa professionals devote themselves to creating peaceful havens for those who seek refuge from everyday stresses. Yet, some of the products and services that we offer are in direct opposition to personal and planetary wellness. Clients want consistency between our practice and our menus, but how do we straddle the myriad of viewpoints that exist, find products that meet all of the requirements, and avoid greenwashing?

It’s implausibly simple. Set standards: State in writing what you’re willing to accept. After months of heavy research and vendor interrogation, I found one perpetual, invariable truth: The means to successfully navigating through hundreds of products touting “earth-friendly” relies on the willingness to read labels, ask questions, and offer a variety of sustainable choices. This will effectively empower your spa’s environmental endeavors while enabling you to graduate from the inquisitive to the authoritative.
For more information on spa greening, contact the Green Spa Network, a tax-exempt, not-for-profit trade association dedicated to bringing sustainable operating practices to the spa industry and to promote the natural connections between personal wellbeing, economic sustainability, and the health of the planet.

Brian Paris

Did you know that we expanded our international reach last year?  In December, we opened a new office and warehouse in Cancun. We have two full-time staff, and they’re totally engaged in supporting our rapidly growing business in Mexico and the Dominican Republic. With 148 resorts in the state of Quintana Roo (which includes Cancun and Playa Del Carmen), the Riviera Maya is one of the hottest developing areas. Our move into Mexico builds on our already strong relationships down there. We are now able to offer on-demand product delivery rather than the traditional wait and expense of importing products.

What does our new international presence mean to you? If you’re operating in Mexico, look for quicker delivery, better offerings, name brand selections and reduced importation costs. If you’re here in the States, it means that you can count on Universal Companies to stay on the cutting edge of the global spa industry (as we’ve found some hidden gems from the South!).  We will keep you alert on business and treatment trends here and abroad and provide case studies on industry best practices.

Stay tuned for more great info from the Universal Companies team as we work with spas in India, the Middle East, China, the Maldives, the Caribbean, and of course, Mexico. We can’t wait to show you our “photos from the field!”