8 Steps to Bridge the Spa Business Gap

The spa and wellness industry is a thriving sector that offers countless opportunities for estheticians to launch and grow their businesses. However, many aspiring esthetic business owners find themselves ill-equipped to navigate the complexities of running a successful venture, especially as solo-preneurs. The lack of comprehensive business training in traditional esthetic education programs can leave entrepreneurs struggling to bridge the gap between their passion for healing and the practical demands of managing a profitable enterprise.

My Own Journey

My own journey as a massage therapist and spa owner highlights the challenges that many solopreneurs face in the industry. After completing my massage therapy training, I was eager to start my own business despite the limited business education provided in my program. With a treatment room set up in my basement, I began accepting clients and quickly realized that I wanted to expand my concept into a stand-alone location.

Fortunately, I discovered the invaluable resources offered by the Small Business Development Center (SBDC) at the University of the District of Columbia. Through monthly meetings with my advisor over the course of a year, I developed a comprehensive business plan and secured funding to open ReNew Organic Day Spa with my business partner. The guidance I received during this process, including the suggestion to find a business partner, was instrumental in the successful launch of my spa.

However, as the economy slowed down and the great recession took hold, I found myself confronting the limitations of my business knowledge. Despite being a skilled massage therapist, I lacked the expertise needed to navigate the financial challenges that threatened the survival of my spa. Ultimately, my business partner and I made the difficult decision to close our doors.

This experience was a turning point in my career, as I recognized the need for greater business understanding among spa and wellness professionals. Determined to bridge this gap, I pursued an MBA and dedicated myself to assisting others in the industry to launch and maintain successful locations.

Increasing Spa Biz Resources

In recent years, there has been a notable shift in the availability of business training options for spa and wellness entrepreneurs. Schools, such as Christie Valmy in New York, now offer business management courses tailored specifically to the needs of solo-preneurs. Industry events, like Face and Body, provide up-to-date training sessions on launching and growing various spa and wellness enterprises. Additional sources are trade publications, including Skin Inc. and WellSpa360, which feature articles like this that offer valuable insights and strategies for improving business acumen.

Moreover, entrepreneurs can now access a wide range of resources to help them develop their business strategies. Organizations such as the Small Business Development Center (SBDC), Small Business Administration (SBA), SCORE, and local Chambers of Commerce offer expert guidance and support for aspiring business owners. Online education platforms, including Coursera, Edx, Udemy, and YouTube, provide a wealth of courses on business training, making it easier than ever for spa and wellness entrepreneurs to acquire the skills needed to succeed.

Growing Your Spa Business

As the spa and wellness industry braces for the possibility of another financial downturn, it is crucial for entrepreneurs to establish a strong business foundation. Provided here are eight steps a spa owner can take to grow their business to not only succeed, but also weather any economic challenge.

1.Diversify Revenue Streams

One key aspect of weathering economic challenges is to diversify revenue streams. Spa and wellness businesses can explore opportunities to expand their offerings, such as incorporating online retail sales, virtual consultations or subscription-based services. By creating multiple sources of income, entrepreneurs can build resilience and adaptability in the face of market fluctuations.

2. Foster Strong Community

Another essential strategy is to foster a strong community within the industry. By connecting with fellow spa and wellness professionals, entrepreneurs can share knowledge, resources and support. Joining professional organizations, attending industry events, and participating in online forums can help business owners stay informed about the latest trends, best practices and potential collaborations.

3. Harness Technology

In today's digital age, it is also crucial for spa and wellness entrepreneurs to harness the power of technology to enhance their business operations and reach a wider audience. Developing a solid online presence through a well-designed website, engaging social media platforms, and targeted digital marketing campaigns can help businesses attract new clients and build brand loyalty.

Moreover, investing in innovative technologies such as customer relationship management (CRM) systems, online booking platforms, and inventory management software can streamline business processes, improve efficiency, and provide valuable insights into customer behavior and preferences. By leveraging data analytics and automation tools, entrepreneurs can make informed decisions, optimize their offerings and deliver personalized experiences that keep clients coming back.

4. Cultivate Leadership Skills

Another key aspect of bridging the gap in business is cultivating strong leadership skills. As solo-preneurs, spa and wellness entrepreneurs must wear many hats and navigate complex challenges on a daily basis. Developing effective communication, problem-solving, and decision-making skills is essential for leading a successful team and driving business growth.

5. Never Stop Learning

In addition to these strategies, spa and wellness entrepreneurs must prioritize continuous learning and personal development. Investing in ongoing education, whether through formal courses, workshops, or mentorship programs, can help business owners stay ahead of the curve and adapt to the ever-changing landscape of the industry.

6. Find a Mentor

Seeking out mentorship opportunities and learning from experienced industry professionals can provide invaluable guidance and support for aspiring entrepreneurs. Building relationships with mentors who have successfully navigated the challenges of running a spa or wellness business can offer valuable insights, advice and encouragement along the entrepreneurial journey.

7. Embrace a Growth Mindset

Furthermore, embracing a growth mindset and staying open to new ideas and approaches is crucial for long-term success in the spa and wellness industry. As consumer preferences and market trends evolve, entrepreneurs must be willing to adapt, innovate and take calculated risks to stay ahead of the curve.

8. Look for Growth Opportunities

As things evolve, spa and wellness owners can explore new service offerings, expand new markets, and partner with complementary businesses to create unique and compelling experiences for clients. By staying attuned to the needs and desires of their target audience and by continuously seeking out opportunities for growth and improvement, spa and wellness entrepreneurs can build thriving businesses that make a positive impact on the lives of their clients and the broader community.

Embrace Opportunity

Ultimately, bridging the gap in business for spa and wellness entrepreneurs requires a multifaceted approach that combines practical skills, industry knowledge, technological savvy and personal development. By embracing the challenges and opportunities of entrepreneurship and by leveraging the growing array of resources and support networks available, solopreneurs can build successful, sustainable businesses that reflect their passion for healing, and contribute to the continued growth and evolution of the spa and wellness industry.

As the spa and wellness sector continues to evolve, it is essential for entrepreneurs to bridge the gap between their passion for healing and the practical demands of running a successful business. By leveraging the growing array of resources, training options, and support networks available, solopreneurs can build the skills and knowledge needed to navigate the challenges ahead and thrive in the face of economic uncertainty.

The journey of entrepreneurship in the spa and wellness industry is a challenging one. Still, with determination, resilience, and a commitment to continuous growth, business owners can weather the storms and emerge more vital than ever. By embracing the opportunities for learning and collaboration and by building a solid foundation of business understanding, spa and wellness entrepreneurs can create a brighter future for themselves and the industry as a whole.

Sherrie Tennessee has almost 20 years of experience in the spa industry including the role of a massage therapist, nail tech, spa owner, speaker, professor, educator and author. She is the founder and education director of SpaSOS. Prior to that, she served as spa director for Mandarin Oriental in Washington D.C. and education manager for Sandals Resorts International-Red Lane Spas.