Spa Owners: Focus on These Keys to Success for a Great Spa

By Bill Barczy, VP of Retail Marketing, Universal Companies

Overall, the global spa and wellness industry has been growing by 12% annually since 2007, and it doesn't look like it will be slowing down anytime soon. Considering that there are so many spas out there, and beauty and skin care routines seemingly emerging every week, it can be difficult to distinguish your spa from the competition.

However, there are some tips and tricks that help incredibly successful spa owners achieve success within the industry. To really have your spa stand out, here are some characteristics to focus on.

Know What You Stand For

Your spa needs to have a key promise. It is crucial that everything in your spa carries out that promise. This can be anything from focusing primarily on sun care and anti-aging, or hoping to be known for innovative spa equipment – anything as long as the concept is made clear in everything you do. From speaking to your clients, to training your employees, your promise is your spa's livelihood and it should be treated as such.

Of course, if you really want to distinguish yourself, you will ask every single customer: "What's most important to you when choosing a spa?" After you ask this question of 5 - 10 customers, you will see a definite trend. Then comes the creative part: Figure out how your spa can meet that need better than anyone else, and how that promise can be carried out in everything you do.

Focus on In-House Marketing Efforts

Despite the rise of digital marketing, it's always good to start in-house with every person who walks through your doors. Some things to consider:

  • Is there signage visible from the road and in the main windows?
  • Are there brochures and pricing lists easily accessible in the front lobby, seating areas, and changing rooms?
  • Are all the amenities branded with your name or your spa skin care line's name?
  • Do you offer a rewards system for return customers?

All of these marketing efforts, even if they may be small, are effective for focusing your brand's message.

And, of course, your digital marketing should reflect your key promise as well. Consistency of message is incredibly powerful; momentum builds on itself. Which brings us to the other characteristic of successful spas.

Make sure to value consistency

The idea here is simple; if there is no consistency within your spa, your customers will not come back. Consistency is key, whether it's by offering the same base menu of services, not raising prices, having the same cleanliness standards in all sectors of the spa (such as nail services, facials, and massages), and focusing on consistent training to all staff.

With some dedication, effort, and these tips in mind, your spa will soon launch to success. These hacks will help make your spa the best it can be, and everyone will benefit – you, your employees, and most of all, your customers!


With nearly 20 years in marketing with a focus on retail, Bill Barczy has executed programs from single categories to national storewide programs. His experience ranges from owning/operating a small marketing agency to running a $16 million consumer product division for the largest privately owned marketing agency in the United States. Bill's wealth of experience working on marketing programs from every angle gives him a unique perspective as well as the appreciation that no matter how big or small the project, it all starts with the same approach and the same desire for success.

Universes is proud to offer retail coaching and consulting, as well as spa retail products, supplies, merchandising, and displays. Dedicated to the success of spa professionals everywhere, we're grateful to be recognized with the American Spa Magazine Professional’s Choice Award, Favorite Distributor of the Year for 12 consecutive years. (Thank you!)

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