Event report: UK Spa Association summer gathering

The UK Spa Association held its popular summer networking event at Center Parcs Woburn Forest on July 30.

The event attracted 160 operator and supplier delegates from the across the UK spa sector, with attendees spanning spa managers and directors, owners and industry leading brands.

Kicking off the event with a keynote session, Neil Fairplay and Beverly Bayes from spa design business Sparcstudio discussed their innovative approach to transforming spa spaces.

Spa design by Sparcstudio

The duo highlighted their work on Center Parcs’ new Aqua Sana Forest Spa concept, which emphasises natural elements and social spaces, and stressed the importance of sustainability, longevity and bespoke design.

Discussing the importance of functional, operational design, Fairplay said: “The most important thing we do is work with the client to make sure they can clean and operate these spaces, day in, day out.”

He added: “We’re finding that, more and more, there’s a requirement for sleep meditation spaces and areas that help induce sleep.”

The transformative power of healthy habits

Certified health and wellness coach Liz Solano shared her seven steps to successful habit formation, including planning, starting small, being consistent involving others to ensure accountability.

Solano emphasised that up to 40 per cent of daily actions are driven by habits, but that new habits take up to 36 weeks to become automatic. She challenged delegates to start small and add one micro habit to their everyday life.

“We are the sum of our habits but thanks to neuroplasticity, we can change,” she said.

“New connections can be strengthened with repetition, rewiring the brain to form new neural pathways. I think this gives us enormous potential for positive change.”

European Spa’s news editor, Wendy Golledge, conducted a live interview with the team leading Aqua Sana Forest Spas.

Stuart Angus, director of spa, revealed his plans to grow the day spa side of the business, hinting at the possibility of standalone Aqua Sana Forest Spas in the brand’s future plans.

“We’ve got internal guests that stay on village as part of a short break, and then external guests; it’s currently roughly a 50/50 split,” he said.

“In reality, we know internal growth potential is limited so the majority of our growth moving forward will come from external markets. We’ll be looking significantly increase the day spa side of the business.”

‘Lead by example’

Laura Freeman, the brand’s group spa manager, shared her advice for aspiring spa leaders: “I know it’s cliché, and everyone says it, but lead by example. Understand the fundamental day-to-day operation and get to know the business, inside out,” she said.

“I also think it’s important to think of yourself as a manager even before you get the title; be proactive in your approach and be passionate about what you do professionally.”

Looking ahead, Angus said he believes a younger market is going to change how spa and wellness is perceived, and the sector needs to adapt to their needs.

“The younger generation are much more conscious of self care. That’s something we need to be really mindful of, not just in terms of our product but also the way we communicate with them,” he said.

“I could send my daughter 20 emails, she wouldn’t open any of them … if I message her through Instagram, she replies instantly. This is just one example of the changes we need to be on top of as operators.”

State of the Industry survey

To close the event, the UKSA’s general manager, Bobby Griffiths, presented key industry insights from the Association’s annual State of the Industry survey.

The survey highlighted that challenges remain around therapist recruitment and retention, with 35 per cent of the 108 respondents having one or more unfilled vacancies and 7 per cent restricted by a hiring freeze. What’s more, 11 per cent have had a role unfilled for six months or more.

“Mental health, long-term staff sickness and lack of investment were also mentioned, as was standard of therapists available and a high demand for last-minute bookings,” said Griffiths.

“These are all topics which we’ll be focusing on within our regional meetings and at future events.”

National insurance challenges

“We also asked if the National Insurance changes, which came into force earlier this year, have impacted spas, and how,” continued Griffiths. “It was interesting that 25 per cent of businesses increased their prices to compensate for these changes, 9 per cent have cut staff, or staff hours, and 7 per cent have a recruitment freeze.”

The report also shares average yearly therapist salaries broken down nationally and regionally, revealing they’re broadly similar to last year.

“Having spoken to several operators, what’s interesting to us at the Association is that 7 per cent of spas have now added service charge. This is as way to offer an additional financial benefit to staff,” said Griffiths.

“What I find shocking in 21 per cent of spas currently pay no retail commission at the moment, which perhaps explains why so many find hitting our retail targets such a challenge.”

The UK Spa Association’s winter networking event has been announced for  November 25-26, at Aldwark Manor in North Yorkshire.

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