When I say I just got back from the International SPA Association (ISPA) conference at The Venetian in Las Vegas, all I get are eye rolls. Just because it’s ISPA, people think I’ve been basking in the lap of luxury, surrounded by stars, and hanging with the beautiful people. And they’re right!
ISPA is the annual premier conference for spa directors and vested key players. I attend as industry press, so I’m showered with the newest spa product samples. I spend hours connecting and learning in the glitzy expo hall. Here, it’s clear that massage therapy is an integral part of the spa world. Trusted Massage & Bodywork partners—Biofreeze, Biotone, Bon Vital’, Earthlite, Living Earth Crafts, Oakworks, Saltability, Spa Equip, and Universal—excel at educating attendees about their most innovative offerings and host conversations about next steps for the allied professions.
Selfishly, I come for the inspirational keynotes. ISPA outdoes itself every year in this category. This year, the opening keynote on Tuesday morning was author, researcher, and storyteller Brené Brown. Brown is the author of Daring Greatly, whose TED talk on vulnerability has more than 26 million views! Her wisdom has challenged me to rethink my understanding of courage—personally and professionally. The closing keynote on Thursday was Simon Sinek; I’ve been addicted to his leadership lessons for over a year now. Google them both and see if their messages resonate with you, too.
And the beautiful people! No one is more stunning than Deborah Szekely—the 94-year-old owner of Rancho La Puerta in Baja. She and her late husband cofounded this destination spa in 1940. Every year, it’s inspiring listening to her wisdom from the podium as she presents the humanitarian award in her son’s memory.
This year, the topics of the professional development sessions were as relevant to individual practitioners as they were to spa owners and directors. Of course, spas seek to inspire guests and transport them to an alternate reality; this is what bodyworkers do from one 60-minute session to the next. Topics included sustaining exceptional customer service, promoting wellness, creating memorable client experiences, and using happiness to grow your clientele.
ISPA retains PricewaterhouseCoopers (PwC) to keep an eye on the industry. In presenting ISPA’s latest employment statistics, PwC’s Global Research Director Colin McIlheney noted “more people need massage than do massage.” In his report, he said there are more than 40,000 job openings in the spa field right now, including 19,150 for massage therapists (11,070 of those are part-time and 14,130 are in day spas).
The US spa industry hit $16.3 billion in 2015 revenues. I want massage therapists to own a piece of this pie—whether as independent contractors or employees, spa owners or directors, consultants or vendor partners. Whether you create a micro spa experience for clients or work as part of a team, you appreciate that creating a utopian environment takes brains, guts, and determination. You bring intuition, heartfelt dedication, and a commitment to your clients to this world of wellness.

Leslie A. Young, PhD
Editor-in-Chief
leslie@abmp.com