Aug 1, 2019
Categories: Professional Skin Care
If you’re a spa manager—or want to be—you know the role calls for many different skills. Between caring for guests, leading staff, setting creative direction, managing budgets and handling some bookkeeping, spa management demands a lot. But which skills should you focus on to feel successful and satisfied? We asked Jessica Timberlake, PR Manager at Eminence Organics and a former spa director in Southern California, to share the most valuable lessons from her experience. Jessica now serves on the Board of Directors for the International Spa Association (ISPA) and is the Canadian Ambassador for Global Wellness Day. Here are the skills she says matter most.
Leadership
Strong leadership is the foundation of good spa management. Leading well creates a more engaged team, reduces stress, and builds a calm, welcoming atmosphere that guests will notice. As Jessica puts it:
“The right leadership is critical to retain staff and keep your team engaged.”
“Your team will look to you as their guide each day. You’ll support them with operations and model behavior through your actions. Good leadership helps keep staff motivated. If you work in a hotel or resort, your influence goes beyond the spa—you’ll represent the guest experience across the property and support other leaders.”
For inspiration, Jessica recommends Simon Sinek’s TED talk, a widely viewed classic she finds worth a few minutes of your time.
Giving and Receiving Feedback
Giving and taking feedback well is increasingly important for managers in any field. A PwC survey cited by LinkedIn found nearly 60% of professionals want feedback daily or weekly, rising to 72% for those under 30. Jessica stresses this skill for spa leaders:
“To help your team grow—and to grow yourself—you need to give feedback in a neutral, supportive way. That keeps staff engaged. Also think about how you receive feedback and who it’s coming from—general managers, hotel owners, or your own staff if you own the spa. How do you interpret what they say?”
To get better at feedback, Jessica suggests taking a LinkedIn Learning course and practicing. Before a tough conversation, write out your thoughts, get organized, and role-play with a trusted colleague if needed.
Networking
Building ties outside your spa makes you a stronger manager. Forbes notes networking helps shape a positive reputation, sparks new ideas, and creates opportunities with clients and potential hires. Jessica adds:
“The spa industry is warm and welcoming. Whether you’re an experienced pro moving into management or new to the field, reach out and get connected. The resources and connections are endless.”
Practical steps: attend local Chamber of Commerce mixers, join trade organizations like ISPA, and go to tradeshows. These avenues let you meet peers, update your industry knowledge, and access benefits like best-practice guides, research, education, and an annual conference.
Retail Savvy
Business skills matter just as much as soft skills. Retail sales are a major revenue source for many spas. Jessica points out:
“One common issue spa managers face is retail sales being ‘left on the treatment table.’ Best practice is for retail to track 30% to 50% of top-line revenue.”
She recommends working with vendor partners for help—they can advise on merchandising, provide sales training, and offer guest incentives (like gifts with purchase) to boost sales.
Marketing
Use your retail knowledge to strengthen your marketing. Much of a spa manager’s day involves marketing tasks—seasonal promotions, holiday treatments, menu design, group packages, and trend forecasting. As Jessica says:
“From seasonal specials to spa menu design and group packages—you’ll do it all.”
Stay current by reading industry publications. Make magazines like American Spa, Skin Inc, DAYSPA and Les Nouvelles Esthetique regular reading for marketing ideas and trends.
Financial Fluency
Once you have retail and marketing plans, understand how they affect your bottom line. Financial fluency lets you set short- and long-term goals and make smart decisions. Jessica explains:
“Numbers tell the truth. Knowing at a glance whether margins are up, your retail-to-treatment ratio is healthy, and what your cost of goods sold is gives you immediate insight into your spa’s financial health. That tells you where to focus—inventory, treatment sales, cost cutting, or reworking packages.”
If finance isn’t your strength, there are learning options—self-study, online courses, or community classes. Jessica recommends running all financial reports from your spa software and studying them. She also suggests taking a financial management course from ISPA or the American Hotel & Lodging Educational Institute—often available for under $100 USD.
We hope these areas help you shape your career goals and learning plan. Are you a spa manager or director? What do you think is essential in this industry? Share your thoughts in the comments or join the conversation on social media.