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Moderately Important Most Important Less Important 7.7% 38.1% Spa Management Workforce & Education: Addressing Market Gaps 54.2% Relative Importance of Key Background Qualifications and Experiences When Hiring Spa Managers/Directors Responses from Industry Responses from Spa Executives/Leaders Managers/Directors Not Important Moderately Important Very Important Previous experience working in a management position Previous experience working in the spa industry Previous experience working in a management position Previous experience working in the spa industry Training in the spa modalities Experience working in the spa modalities Training in the spa modalities Experience working in the spa modalities Formal degree with a focus on spa management Formal degree in any hospitality, tourism, or business mgmt. field Formal degree with a focus on spa management Formal degree in any hospitality, tourism, or business mgmt. field Formal degree in any field Formal degree in any field Previous experience in health/med. industry Previous experience in the fitness industry Previous experience in health/med. industry Previous experience in the fitness industry 28 © Global Spa & Wellness Summit LLC
Spa Management Workforce & Education: Addressing Market Gaps 2. Moving upward – what comes next after a spa manager/director position? Opportunities for spa managers/directors to move upward into their next position or stage in their career are closely linked to the type of spa or segment of the industry the person is working in. A range of options may be available for upward mobility, some of which are more common and some of which are relatively rare. Because upward career pathways in spa management are not linear and well-defined, many in the industry believe that this can cause challenges for attracting younger students and workers to consider spa management as a desirable career path. Moving to a bigger and higher-profile spa: Spa managers/directors who are highly competent and successful in their positions often find opportunities to move upwards by taking a position in a larger spa (i.e., with more treatment rooms and more revenues) and/or a higher-profile spa. Anecdotally, many industry executives interviewed for this study indicated that they fear their best managers/directors being “poached” by other spa companies offering higher salaries, especially for employees who have received high levels of training and credentials in their current jobs. Moving into higher positions within the company (e.g., group/regional spa director): Spa managers/directors working in chain-based spas may have more well-defined upward career paths by moving laterally to management positions in larger spas within the same company. They then may have opportunities to move into group or regional spa director roles, to assist with the company’s launch of new spa locations, or to move into higher-level vice president and executive positions. However, these higher-level positions are not abundant, so a limited number of managers/directors will actually have opportunities to move into these kinds of roles. Moving from a single-facility to a multi-facility management role can present its own challenges, because a vastly different skill set is required to manage multiple spa locations simultaneously (such as understanding economies of scale, distributing staff and resources across properties, clustering properties, strategically planning for multilocation growth, and so on). Additionally, these higher-level management positions typically require more travel and longer hours, which can be challenging for people with families. Some industry leaders claim that there are more men in executive-level positions in the spa industry than women, precisely for this reason – although there has been no hard data available to validate this claim in the past. Moving into management positions in the hotel/hospitality world: It is possible, but not common, for spa managers/directors to move upward within a hotel/resort chain by moving into higher-level, non-spa management positions in the hotel/resort. Most spa industry leaders claim that this kind of mobility from a spa into the hotel/hospitality world is very © Global Spa & Wellness Summit LLC 29
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