Pulse February / March 2023 | Page 63

DO YOU EVER WONDER how your peers would handle a situation ? Maybe you ’ re curious what other leaders in the spa industry have to say on a certain subject . In Sound Off , we ask ISPA members from differing backgrounds , countries and companies the same question and see how their answers compare .
“ Which client demographic would you most like to grow in the next three years ? How are you marketing to them ?”

SOUND OFF

DO YOU EVER WONDER how your peers would handle a situation ? Maybe you ’ re curious what other leaders in the spa industry have to say on a certain subject . In Sound Off , we ask ISPA members from differing backgrounds , countries and companies the same question and see how their answers compare .

“ Which client demographic would you most like to grow in the next three years ? How are you marketing to them ?”
JENNA REEDER Renaissance Montgomery Hotel and Spa at the Convention Center Director of Spa
KARLY MALINIAK Beyond Spa Operations Manager
“ In the next three years ,
ABBIGALE PORTER Stonedrift Spa Spa Director
“ Stonedrift Spa has been
KRISTEN EBER
The Rosefinch Spa Owner / Esthetician
“ Maintaining a varied menu
“ I would like to grow the
I would like to grow the
reimagined and moved to
allows our clients across the
‘ blue collar ’ clientele who
younger demographic at
a completely remodeled
financial spectrum to feel
typically struggle with more
Beyond Spa . Currently , the
standalone building . The
seen and able to continue to
manual intensive careers ,
average age for our clientele
additional space has
care for themselves . I strive
the stresses of managing
is 35 to 70 . To do this , I would
brought many exciting new
to meet shifting interests in
their time and family , and
like to have a bigger social
offerings . With the barber-
services , introduce new treat-
making ends meet . The
media presence and
shop opening we have been
ments and maintain a
benefits of spa and wellness
continue to acquire the
focusing on growing our
commitment to products
could really bring them
latest and greatest products
male clientele . Over the past
that are both exceptionally
peace and reset their energy
and services in order to
year we have taken spa
crafted and committed to
for home and for their work
better market to the
offerings to the golf courses ,
best practices . Some of my
performance . One way to
younger generation .”
offering Theragun and
best clients today first came
market is by hosting spa
stretch classes as a warmup
to me as broke college
events that are open to the
option to perfecting their
students many years ago .
public free or at a low cost .
swing prior to hitting the
Our largest neighborhood
Giving people the education
green . We are hoping we
demographic now is middle
and time to experience
can create some loyalty to
aged , mostly working
something firsthand can
engage with male clientele
parents who are stressed
make a big impact on their
to give feedback on what
out and need to chill ! For
view of spa as being a
they would like to see us
our more affluent clientele ,
priority to their physical
offer in the future to curate
we are investing in results
and mental health .”
the best male experience
driven esthetic machines to
possible .”
drive up per ticket numbers
and creating more intensive
and exciting treatments .” n
FEBRUARY / MARCH 2023 n PULSE 61