This inaugural feature in our Q&A spa and wellness series brings you the insight of Lindsay Lopez, founder of Form Pilates Union Square in NYC. She shares details into marketing strategies, the philosophy of her studio, tips for motivating clients, and more.

Q: You’re originally from L.A. and relocated to NYC. Do you find the Pilates scene to be different between the two cities? If so, how?

A: I grew up in Los Angeles and started teaching there over 10 years ago. When I started teaching, Pilates was not as prevalent as it is now….there were very few studios on the scene. I had never seen classical New York-style Pilates until my mentor came to L.A. to teach; it’s definitely more of a modern take on the method. In California, Pilates is more fitness-based; people are more interested in esthetics, having a flat stomach, perfect body, and here in New York, people are more concerned about getting around. You have to walk everywhere, climb the subway steps, etc.

Q: What would you say is your philosophy for your studio?

A: I’ve worked in a lot of different Pilates studios and right before I had a chance to take over this existing Pilates studio, which became Form, I was working at Equinox. One of the things that I felt after years of teaching was that it was really hard to make a living teaching Pilates, and people didn’t really understand that you can’t teach 40-plus hours of week without burning yourself out.

At Form, teachers could come, they could bring their own clients, charge what they wanted and still have a great, clean space with equipment that was in working order…They like it because they make more money, I like it because I have less overhead, and it seems to work well.

I really wanted it to be about a community, about entrepreneurs, where teachers could be entrepreneurs as well. Sixty percent of revenue is rental income, that’s little to no overhead…We’re hoping to open a second location next year, same concept.

Q: What kind of marketing do you find to be most successful?

A: I built my business on word of mouth. I don’t do too much traditional marketing…The biggest marketing tip I can give is to build your email list organically through your website…I’m diligent about communicating with my list; it keeps me in their mind. It’s organic. It’s people that raised their hand and said, “I’m interested.” I give a lot of high-value free content: videos or articles about food, nutrition, and lifestyle.

Word of mouth, community, and email list are the three [main initiatives], and the website is the vehicle for all of that. As well, definitely market on social media.

Q: What kind of techniques do you use to keep your clientele motivated during a workout – and coming back to Form?

A: I think it’s the experience of the studio. Our studio has a high-end spa-like feel, like you’re doing something really nice for yourself, from the time you walk in to the door to the time you leave the session. We have fresh flowers, tea, a place to sit. It’s not just about their workout, it’s about relaxation and a treat for themselves.

We give a personalized approach to the method. We can only have four bodies working out at the same time. Every client has a plan…and I can attest to that—my clients have been with me for years. In general, I think it’s the relationship—it goes beyond the actual workout and the experience…[Also], trainers all have been trained really well and have different backgrounds to offer.

Q: What do you think sets your studio apart from others?

A: The fact that we deal with teachers and allow them to rent the space and focus on the entrepreneurial side of things. We’re boutique: It’s all one-on-one or duet sessions. We’re exclusively in that genre, in that niche—not larger classes.

Q: You devote your career to helping people feel their best. How do you take care of yourself?

A: Sleep is huge for me. I have to make sure I get enough sleep a night, and I’ve learned over the years, I do need eight hours. I do take at least one full day off [a week] when I don’t do anything business-related. I do my own workouts—Pilates, spinning…It’s really easy as an instructor to become discouraged if you’re not giving yourself the workout. I try to eat well, take baths, go to the spa. In general, I think the rest and taking a day off is huge for me.

Mother’s Day is one of the busiest times of the year for spas, and SpaFinder® Wellness online data shows that gift-givers tend to buy their presents or make their gift-giving decisions in the final days before the holiday. (Preliminary results from our 2013 Mother’s Day survey also report that moms are more stressed than ever before!) Here are some last-minute tips to maximize sales and make Mother’s Day not only a great day for moms, but for your business, too.

1. Consider your clientele: When crafting up Mother’s Day specials, be sure to think about a range of customers and offer deals or promotions that are attractive to every budget.
2. Make the most of your SpaFinder Wellness partnership: Don’t forget to post Mother’s Day deals on your SpaFinder.com listing. Head to http://www.spafinder.com/partner/login.htm to log in, set up, and manage promotions for your business.
3. Brand your deal(s): Create offers with a special message attached such as “What does mom need this year?”; “How can I show mom my appreciation?”; “Mom could use a little ‘me time’”; etc. If you can, consider allowing the deals to be available throughout the entire month of May—and don’t just cater to moms; think sisters, aunts, daughters, all special women who deserve a little relaxation.
4. Send your clientele a Mother’s Day shout out: Connect with your Facebook and Twitter audiences by sharing news of special Mother’s Day offers; keep them in the loop as well by establishing a mailing list of clients and sending out an email blast.
5. Last-minute deals: And not to toot our own horn, don’t forget our last-minute deals initiative to fill not-yet-booked appointments!

A Can’t Miss, FREE Webinar for SpaFinder Wellness Partners!

When: Tuesday, May 14, 2013 at 2pm Eastern

Sign up here.

What You’ll Learn:

SpaEvidence.com is the world’s first website that makes it easy to research the thousands of medical studies that exist for 30-plus of the most common spa/wellness approaches.

Your customers today demand the facts: what’s proven to work, and for what health goals.

SpaEvidence was designed to empower spa businesses by putting the world of medical studies that exist for their core offerings – whether massage or meditation – right at their fingertips. Linking the positive clinical evidence to what YOUR SPA DOES is simply the most powerful marketing you can do. But first you need to know HOW to use the site!

Dr. Danny Friedland (President Elect of the American Board of Integrative Holistic Medicine) will first provide a crash course in how to get the most out of SpaEvidence.com. You will learn how its four key databases work (the same ones that doctors use) – how to “weigh” evidence and pinpoint the best studies – and how to cut through confusing “medical-ese” and drill down to results you can really use.

Susie Ellis (President of SpaFinder Wellness) will then share best practices on the many, creative ways that spas can use and broadcast the medical evidence in their client interactions and spa marketing campaigns.

The fascinating (and incredibly VALIDATING FOR YOUR BUSINESS) world of medical evidence for spa will be opened up to you! You will not only learn how to get comfortable with this breakthrough industry resource…you will get practical advice on how the “science behind spa” can start growing your business today.

This webinar is hosted by the industry association, Leading Spas of Canada. They have graciously waived the $25 webinar fee for all SpaFinder Wellness partners.

Just use this link to sign up: https://leadingspasofcanada.ilinc.com/perl/ilinc/lms/register.pl?activity_id=yhkfbfz&user_id=


More About the Presenters:

Dr. Danny Friedland: An international thought leader, keynote speaker and consultant in Evidence-Based Medicine and health and wellness, Dr. Friedland has delivered over a thousand wellness programs to healthcare providers, patients, the US Army, Navy and Air Force, executives and employees in Fortune 500 companies and for clients in the spa industry.

He is board certified in Internal Medicine and is the author of Evidence-Based Medicine: A Framework for Clinical Practice, one of the earliest textbooks on this topic…and now all doctors are trained this way.

He serves as Medical Director for Barney & Barney, is President-Elect of the American Board of Integrative Holistic Medicine and is Founder and CEO of SuperSmartHealth, which provides seminars, consulting, health coaching, executive leadership and wellness programs. Dr. Friedland was one of the co-architects of SpaEvidence.com.

Susie Ellis: Susie is president of SpaFinder® Wellness, Inc., director of the company’s annual Spa and Wellness Trend Report and is a globally-respected spa industry analyst.

She is also chairman and CEO of the Global Spa & Wellness Summit; a member of the International Advisory Board of the Ecole Hôtelière de Lausanne; on the board of the Center for Medical Tourism Research; a member of the Spa Advisory Board for the University of California, Irvine, Spa and Hospitality Management Program; and on the Aspen Brain Forum Board of Advisors.

Susie began her spa career at the famous Golden Door in California. She holds a MBA from the University of Southern California and is the recipient of ISPA’s 2012 Visionary Award.

Special guest post by Anne Bramham, founder of ASTECC

Like nature, spa has a wonderful way of reminding us who we really are.

Water, mud, algae, mineral salts, and essential oils are the basis of most spa services, and it is in the application of these organic elements that spa becomes an artful expression of its remarkable therapeutic potential.

Consider the use of essential oils.

Essential oils are composed primarily of carbon and hydrogen chains – two of the most abundant elements on earth and in our body. Carbon’s nature entails cell division and new life. Hydrogen, slightly hypnotic in its essence, expands – reaching greater heights, penetrating to greater depths. Used in aromatherapy,  essential oils engage the deepest part of ourselves, stimulating memory, emotions, dreams, and our creativity.

Not long ago while teaching at a resort spa, I gave a student-therapist an aromatherapy treatment. A woman in her mid-twenties, she was overweight and suffered with facial skin eruptions and lower back pain.

Palpation revealed restrictions in the root pathway of the nerve supplying the abdominal muscles and pancreas. Her hips were noticeably misaligned. She showed restrictions through the cervical vertebrae and thickening in the tissue below the mastoid process. In questioning her during treatment I learned she had a family history of diabetes. I also learned she suffered with digestive problems.  She admitted to an inability to express feelings and a difficult relationship with a family member.

In the course of the 90 minute session she began to relax, then fell into a sound sleep.

The following morning the woman reported that she’d had a good night’s rest, and over the next few days she began reading up on diabetes. She  purchased supplements to stabilize blood sugar and to assist metabolism. She made an appointment to be fitted with prosthetics to balance her hip and lower back.  She began eating healthier foods. Over a period of several days her voice grew stronger, her presence more visible.

Her response to the treatment  was not uncommon. The woman was ready for change.  The therapeutic application of organic earth matter had activated a creative and life-affirming process.

On my last day at the resort the young woman approached me. She looked vital and alive and she told me she couldn’t remember ever feeling so well.

That’s the nature of spa.

Plus, read our recent Q&A with Anne.

This year, we’re investing even more in you: We’re pulling out all the stops to make Wellness Week®, presented by SpaFinder® Wellness, a great week for you and your business—with NO SIGN-UP and NO COST to you. And this Wellness Week (taking place in the U.S., Canada, and the UK, March 11-17), SpaFinder Wellness is presenting an unprecedented bonus gift card to motivate consumers to embrace a healthier lifestyle and bring more customers to you.

What is the deal?

We will be offering a free $25 Wellness Week bonus Card with the purchase of a $25 SpaFinder Wellness Gift Card; the bonus card offer will be available starting February 20 and will be valid during Wellness Week only at the 20,000 wellness businesses globally that accept SpaFinder Wellness Gift Cards.

How to maximize Wellness Week

• Tell your customers and local press about this bonus gift card offer
• Post an additional Wellness Week special on our deals tab:
  • Simply log in to your account on SpaFinder.com and click on the “deals” tab. Remember to set your deal dates for March 11-17.
  • If you do not have or know your login for SpaFinder.com, contact sfpp@spafinder.com.

• Host a free Wellness Week event at your business:
  • Host a free event at your spa or wellness location to spread the word about both your business and the benefits of a healthier lifestyle. Post an event at the same time as your deals: Log into your SpaFinder.com account and click on the “events” tab. Set your event dates for March 11-17.

To learn more about bonus card redemptions or to answer any additional questions, see our Wellness Week FAQs page.

• Share wellness tips and advice from our Wellness Week panel of experts and insightful features on our SpaFinder Wellness Blog.

How do your marketing plans for 2013 stack up against what other spas are planning? According to SpaFinder® Wellness Research’s The State of Spa Marketing survey, budgets for traditional marketing will continue to decline, and more money will be allocated to Internet marketing, social media, and events. Over 42 percent of respondents plan to spend less on traditional advertising (newspaper, radio, TV), and 35 percent will budget less for direct mail. On the flip side, 66.4 percent plan to spend more on Internet marketing channels, such as email campaigns, partner marketing and gift certificate relationships, online booking solutions, etc.; 62.5 percent are budgeting more money for public relations; and 58.3 plan to spend more on events.

The study also asked respondents if deal sites are a good deal for spas and wellness businesses. Survey takers were conflicted about the ROI from “daily deal” sites such as Groupon and Living Social. Forty percent have now worked with an online “daily deal” site, and another four percent plan to (leaving the majority on the fence). Forty-one percent report they experienced “a significant improvement in customers and sales,” and over 36 percent reported customers spent more money than the value of the deal.

What does all this mean for you? Your peers are getting results from marketing that is personalized and spending more money on Internet channels, all types of social media, public relations, and events. It might be time for you to take a close look at where you are spending your marketing dollars. And if you’re looking to try “deals” marketing, take a look at the new yield management offerings that target unused inventory and help you offer deals only on what might not have been sold.

Song Saa, Cambodia’s First Private Island Resort Unveiled

Featuring 27 villas, each with a private pool, the all-inclusive Song Saa will be Cambodia’s first-ever private island resort. The resort will be highlighted by a spa and wellness sanctuary, located in the rainforest along the shore, which will offer therapies based on four Buddhist principles, a large infinity-edge swimming pool, and a yoga and meditation center. Read more.

Japanese-Based Okura Hotels and Resorts to Open New Spa in Amsterdam

Okura Hotels and Resorts has unveiled a new 3,229-square-foot Nagomi Spa & Health at its Hotel Okura Amsterdam. The spa will feature four treatment rooms, a couple’s room, relaxation area, saunas, an indoor swimming pool, spa pools,  Turkish steam baths, a Japanese garden, and more.  Sothys skincare products will be used in treatments. Read more.

Le Meridien Chicago – Oakbrook Center to Open in 2014

Starwood Hotels & Resorts Worldwide, Inc., announced the signing of the 10-story Le Méridien Chicago – Oakbrook Center, located in Chicago. Prior to the 2014 debut, the hotel will undergo a $20-million renovation. The new hotel will offer a fitness center with state-of-the-art equipment and a roof-top terrace, along with 172 rooms and suites, including a presidential suite and two spa suites featuring the signature Le Méridien Bed. Read more.

Iceland’s Lava Spa to Debut in February

The Ion Hotel and its Lava Spa are set to open in Iceland in February. The 46-guest room hotel, designed by Santa Monica architects Minarc, is supported by high pillars in order to  give the illusion that it is floating in mid-air. Treatments at the Lava Spa will focus on healing, calming, and purifying the body. Read more.

Other Industry News

SpaBA names Charlie Thompson its new chair

Men ‘prefer online’ when buying grooming products

GOCO and Steigenberger to launch new spa concept

Hyatt Spas’ Niamh O’Connell takes up new role in Hong Kong

By Sallie Fraenkel, SpaFinder® Wellness executive vice president, corporate development and industry relations

SpaFinder® Wellness has been forecasting trends for the past 10 years, and I’ve been involved with this process for nine of them (somehow, that doesn’t seem possible)! And we usually do a pretty good job of predicting the trends (in fact, Susie Ellis, our president, grades us each year on how we do . . . how’s that for accountability)?

Forecasting implies a prediction of future situations or results, and that is why we call our report a “trends forecast.” Click Here to download the 2013 Trend Report.

Utilizing a team of research analysts, we develop the global spa and wellness trends over the course of an entire year. It’s a painstaking process where we use ongoing surveys with our network that consists of over 20,000 spa, wellness, fitness, and beauty providers, thousands of travel agents, and hundreds of thousands of consumers. In addition, we visit many spas around the world (one of the best parts of the job) and interview top industry stakeholders.

The result is a future view of what we think is coming in the year ahead for our industry. Sometimes a trend is ahead of its time, as is the case with this year’s “Mindfulness Massage.” “Wellness Tourism,” a prediction from 2010, is just now starting to gain traction, although we saw it coming onto the scene almost three years ago. One of our 2008 trends, “Taking Sleep Seriously… Especially if You Want to Lose Weight,” really raised a few eyebrows back then. But now, most of us in the spa industry have come to understand the importance of sleep and address it in many ways in the treatments now offered.

How can these trends help you in your business? Learning the background and research behind the trends will help you think further ahead to serve your customers’ needs and attract new clientele. In my ESI presentation, we’ll get down to the nitty-gritty to make sense of the 2013 trends so that you can practically apply them in what you do.

The State of Spa Marketing Survey, conducted by SpaFinder® Wellness Research, provides a snapshot of how spa and wellness businesses are budgeting marketing dollars; what marketing channels and resources are proving to be the most effective; and what changes are planned for the year ahead. It also gauges which Internet platforms, from Facebook to online daily deal sites, are currently being used and will be used in the future.

This annual survey is designed to help the spa/wellness/hotel/resort industry make more informed marketing, communications and technology decisions. It was conducted among day, hotel/resort, destination and medical spas.

Results at a Glance

Significantly, the majority of survey respondents earmarked just one to three percent of yearly revenue for marketing; 23.5 percent spent four to six percent and only 13 percent of those surveyed spent more than 10 percent.

When asked to describe how marketing budgets were currently allocated, respondents indicated they were spending the most dollars on Internet channels (including online ads, email campaigns, affiliate relationships, partner marketing and gift certificate relationships, online booking solutions, etc.). Social media (Facebook, Twitter, blogs, etc.) was ranked next, followed by search marketing (pay-per-click and search engine optimization), public relations and events, with traditional advertising and direct mail coming in last. Perhaps it is a sign of the times that the “other” category ranked higher than traditional advertising.

When asked which current strategies were most effective, respondents again ranked Internet marketing channels number one, followed by social media. But public relations was ranked number three, beating search marketing. Events again topped traditional advertising and direct marketing in the effectiveness category.

Not surprisingly, spas are actively using the Internet to do business: 65 percent sell their own gift certificates online; more than 67 percent partner with universal gift certificate companies like SpaFinder Wellness or Way Spa; and over 32 percent sell spa or wellness retail products online.

Spas are also busy Tweeting, Facebook-ing and taking advantage of the myriad of online marketing offerings. A little over 86 percent use Facebook; 64.6 percent utilize online reputation management; 62.1 percent Tweet; 49. 4 percent use Google+; 40.6 percent participate in online contests and sweepstakes; 45.7 percent have worked with online deal sites; and over 40 percent have some form of online video. Pinterest and mobile marketing were less popular channels.

But spas were split on the effectiveness of social media: 40.6 percent reported a modest improvement in customers/sales; 11.7 percent saw a major improvement and 40.6 percent reported little impact (7.1 percent did not use social media).

Overall, 83.7 percent of respondents believe that the “Internet has become the most important, results-producing marketing channel for the spa/wellness industry.”

Stay tuned for our next issue, where we’ll take a look at what respondents said about the impact of online deals and deal sites, along with marketing plans and budgets for 2013.

Golden Door Sells for US$24.8 Million
The legendary Golden Door Spa has sold for US$24.8 million to an unknown buyer in a sale that includes ownership of the Golden Door brand. HFF brokerage made the announcement. Read more.

The Khyber: Himalayan Resort and Spa Debuts in the Himalayas
The Khyber, Himalayan Resort & Spa opens in Gulmarg. The seven-acre property, Gulmarg’s first luxury resort, includes accommodations with panoramic Affarwat peak vistas, 10,000 square feet of meeting space, a kids’ activity center, ample outdoor spring and summer adventures, etc. Read more.

U.S. Hotel Occupancy Shows 16.2% Increase Week Ending December 22
STR reports U.S. hotel occupancy up 16.2 percent to 43.2 percent in year-over-year comparisons for the week of December 16-22, 2012. Average daily rate increased 3.7 percent to US$93.04 and revenue per available room rose 20.5 percent to US$40.22. Read more.

Planet Beach Poised for Expansion in New Year
Planet Beach Franchise has begun the expansion of its brand in the United Arab Emirates. The expansion is spearheaded by Bretton Woods Committee member, Planet Beach Master Franchisee of Saudi Arabia and Global Leader, Makarem Batterjee. Read more.

Sandals Acquires the Veranda in Turks and Caicos, Closes Resort for Renovations
Sandals Resorts International has acquired the all-inclusive Veranda resort in Turks & Caicos. The Veranda will close in early January for renovations and is scheduled to reopen in March upon completion of the project. Read more.

The Palm at Playa Lifestyle Beach Hotel, with Spa, Opens in Riviera Maya
The Palm at Playa Lifestyle Beach Hotel in Playa del Carmen is now open. The 69-room hotel is within walking distance of Quinta Avenue, lined with shopping and dining venues, and is home to a spa and fitness center featuring traditional and regional-inspired therapies, as well as a rooftop terrace with pool. Read more.

Fairmont Brand to Expand in Bali
Fairmont Hotels & Resorts is scheduled to open a new resort on Bali’s southern coast in 2016. Fairmont Bali amenities will comprise a luxury spa, 18-hole golf course and 170 guest accommodations. The resort will also include a Raffles Bali, with 80 one-, two- and three-bedroom villas and branded residences. Read more.