Business 101

The word sauna is of Finnish origin. It is a mode of sweat bathing which requires frequent cooling off. The Finnish, however, did not invent this pleasant form of bathing. Sweat bathing has been popular in cultures around the world for centuries due, among other reasons, to the fact that far less water is required, compared to a traditional bath. In the 20th century, the sauna gained wider notoriety from the success of Finnish athletes in the 1924 Summer Olympic Games. Despite the great heat during those games, Finnish athletes incorporated sauna bathing as part of their training regimen and did remarkably well in the distance running events. Initially a source of fascination for athletes, the sauna has quickly gained a foothold in public and private gyms, fitness studios, wellness centers, and even clinics and spa centers. Athletes saw sauna bathing as a way to recover and promote regeneration, but everyone can benefit from the stabilizing effects on their health. Sauna bathing is characterized by dry heat, followed by cooling off, and repeated in this cycle two or three times during a session. The dry air and high temperatures in a sauna cabin distinguish the sauna remarkably from other forms of warm air bathing, such as steam rooms. A hybrid of the sauna that has developed with modern technology is a form of bathing known as the Sanarium™, also referred to as the soft sauna or bio sauna. The Sanarium™ offers many forms of bathing to suit personal taste. The Sanarium™ transforms one sauna into 5 different types of sauna bath by offering climates such as a: classical traditional sauna, warm air bath, tropical bath, aroma bath, or soft steam bath. The Sanarium™ automatically adjusts the humidity and temperature for each of these different forms of bathing through a preset menu in the sauna control. Many people find the mild heat or humid environments more pleasant than a dry hot sauna. For people with dry skin or membrane

When built using modern methods and technology as discussed in our recent article, Hydrothermal areas in wet spa facilities can involve a significant investment. This investment can provide equally significant returns; however, there are barriers to overcome with owners and operators who traditionally view these facilities as a free-use amenity type of model. We would like to offer an alternative approach to how wet spa areas can become revenue generating centers using an example based on a destination type of hydrothermal spa facility, with male and female gender segregated areas that include: Sauna, Steam room, Laconium, Igloo or ice chamber, Foot spa, Cool-down showers, Hydrotherapy pool or Relaxation lounge. This type of facility size allows 2,500 square feet per gender, 5,000 square feet total, including circulation space, but excluding locker rooms or treatment areas. How much would a facility like this cost? Using a model of 5,000 square feet, designed and installed, with all technology and the hydrothermal features built, ready to receive finishes, consider the following sums: ◾5,000 sq ft @ $400/sq ft = $2,000,000.00 ◾18,500 sq ft of finishes @ $50/sq ft = $1,000,000.00 ◾Grand Total = $3,000,000 These figures exclude any building services or infrastructure which would be necessary to support a space, whatever it is used for. How is this investment returned? 2,500 square feet of gender-segregated space will easily support 60 guests at any one time. Assume that 20 men and 20 women would be visiting the hydrothermal areas of the spa every 4 hours of a 12 hour operating day. The average charge for using such facilities at a luxury property could be $55, but for the purpose of this exercise we are going to work on a lesser model with a $40 facility fee. ◾20 men + 20 women = 40 guests x $40 = $1,600 ◾Guest turnover @ 3 times a day x $1,600 = $4,800 a day ◾Allowing

Courtesy of Karen Raasch from Continuum Pedicure Spas There is no shortage of ways to expand your business through online marketing, but more and more spas and salons are finding success through social media to expand their client base. Using social media doesn’t mean neglecting promotions you advertise in print. It is simply a way to establish your brand identity online, encourage your staff to become brand advocates and advertise products, news briefs, services and online promotions in a shareable format. The advantage of social media is that, if shared, your business will grow through peer recommendations. Word of mouth is trusted among consumers, especially if they are hearing tips from friends. Here are ways to use social media for your salon and spa. 1. Involve your staff members in your decision to promote business through social media. Staff can not only help share deals through their personal profiles but can also connect with clients and respond to customer service requests. This is how staff can become brand advocates. To increase staff camaraderie and client interest, advertise staff additions or salon accolades and awards. 2. Mediate posted content and photography to maintain professionalism. If need be, create a social media “culture” guideline to help staff stay consistent with salon and spa etiquette. Highlight salon and spa aesthetic, environment and quality. Take advantage of images’ high share rate on social platforms by posting snapshots of your salon’s unique interior, nail art, pedicure, facial treatments and other services. This will create a virtual look-book for clients to browse when considering booking an appointment with you. Run online-only specials through Facebook, Twitter and Pinterest. Examples include: “Like our page on Facebook and share this status on your newsfeed to receive 10 percent off a treatment of your choice.” Kohler

Courtesy of Karen Raasch from Continuum Pedicure Spas Look at today’s most successful spas and you will find that personal grooming, relaxation and luxury are not limited to female guests. Salon and spa services for men are the fastest growing segment in the salon industry. So how do you tap into the testosterone market and keep them coming back for more? The trick is learning how to market your spa to suit their needs. If men feel comfortable in your spa, they are more likely to become repeat customers rather than one-time visitors. Begin by critiquing your spa through the eyes of male customers. Examine its overall customer experience through amenities, reading material, treatment options and promotional brochures and emails. Amenities include robes, slippers, toiletries, beverages and offerings other than specific spa treatments. Ask yourself if the bathrobes and slippers are big enough to accommodate male visitors. Do you offer a variety of scents that would appeal to men? Do you offer beverages that they may enjoy such as beer or wine, in addition to coffee and herbal tea? Is your décor gender neutral or overtly feminine? Do your reading materials represent a variety of interests and niches? Next, make it a point to dedicate an area in your spa that’s for men- only. If private rooms are not an option, a stylish divider between service stations can add privacy and will help men feel at ease. Men’s locker rooms tend to be an afterthought at spas, said Lisa Starr, spa business consultant and educator at Wynne Business, as quoted in Day Spa Magazine. Hammer & Nails in West Hollywood took male amenities to the next level in creating the ultimate man cave for clients. This includes large leather chairs, personal TV stations and complimentary beer or Scotch. The rugged environment helps keep men from feeling like a “fish out of water,” said owner Michael Elliott to ABC news. Treatment options should also be

Courtesy of Karen Raasch from Continuum Pedicure Spas Creating and upholding the ultimate customer service experience requires diligence no matter how long you have worked in the salon and spa industry. It can be challenging for professionals to deliver the same high quality service time after time to clients who become regulars, and once regulars, friends. (Trust us, we know!) Consider these survival guide dos and don’ts as you build your pedicure business. You’ll be surprised how little tweaks in your attitude or service regime can make a lasting difference in client retention and satisfaction. Do: Recommend products and services that help your guests look and feel their best. To one-up competitors, find out what they offer, then incorporate similar but superior services and retail items in your business. Don’t: Shy away from selling retail items. A lot of salon professionals feel like they are being pushy, especially when they are just starting out. Remember, if you are recommending products that clients truly need, you are helping them. In the salon world, selling is the same as passing your professional knowledge along to clients. Salons can make a respectable profit from retail purchases, and if clients don’t buy from you, they will from someone else! Do: Offer rewards for customer loyalty and friend referrals, such as discounts on a new service, gift card or free retail item. This kind of bonus ensures loyalty and expands your customer base, while introducing some of your retail products. We recommend doing this around the holidays when people are cashing in services they received as gifts. Don’t: Take standing appointment clients for granted. When I started in the industry in 1982, it felt natural to treat standing appointments like friends. But remember, just because a client becomes your friend—which is great—he or she is still

Courtesy of Karen Raasch from Continuum Pedicure Spas Coming into the spa industry as a business owner can have its challenges. First there is the need to have a business strategy. Are you offering something distinguished from competitors? What sets your salon and spa apart from others? Then there is the need to keep up with evolving spa trends. New product lines, services and techniques are dime a dozen. How will you integrate fashion fads into your business without veering from your vision and mission? Ask yourself questions like these when learning how to differentiate your business. 1. Do you understand your spa’s identity? From décor to product lines and services, your spa has strengths that are unique to your business. Consider the specialties of your staff compared to other establishments in the area. What do you do well and differently? What are your specialties? Promote and master this niche first before expanding upon your skills and services. 2. Do you know your spa’s story? Practice telling the story of how your spa came to be and why it is special, in a concise and engaging way. Share your long term vision for the spa in the community. Will you partner with health practitioners, nutritionists or a non-profit organization? Also provide information about the origins of your treatments and the products you use—especially if they are local. If your salon has salon equipment and products that are Eco-Friendly, point out that your salon practices are saving resources as noted by your selection of products and equipment. 3. Have you identified your market? Every spa attracts a different kind of customer. Who is your targeted client? A successful spa will not only meet its customers’ needs but also exceed them and provide an experience they cannot receive elsewhere. Design your décor, service menu, retail offerings and environment accordingly.