School isn’t the only place where you can get an education; spas can provide an enriching experience that not only helps the body, but the mind. And while your days in the classroom may be mostly behind you, you never stop learning—especially when it comes to teaching your clientele about the latest treatment trends and health benefits.
Log in to view the full article
School isn’t the only place where you can get an education; spas can provide an enriching experience that not only helps the body, but the mind. And while your days in the classroom may be mostly behind you, you never stop learning—especially when it comes to teaching your clientele about the latest treatment trends and health benefits.
As spa-goers attempt to make sense of the wealth of available information about how they should improve their well-being, it helps to have someone on hand to do the homework for them. Wellness ambassadors can play a key role in spa operations, from guiding clients toward the right treatment selections to advising them on take-home products. And with health and wellness continuing to be a hot topic for today’s consumers, spas can cement their reputation as a go-to destination with the help of an informed advocate.
How It Works
So, what exactly is a wellness ambassador? This role can mean different things to different players in the spa industry.
At Aqua Spa Float Center & Wellness Boutique in Oswego, New York—which specializes in a myriad of services including float therapy, cryotherapy and massage, among others—ambassadors are instrumental in walking customers through the spa menu and assisting them in making the right choices for their needs. Owner Tammy Wilkinson prides her business on giving guests individual attention for a one-on-one experience. “From the moment they walk through the door until they are ready to re-enter the world (fully rested and rejuvenated), the wellness ambassador is there for them every step of the way,” she explains. “Our clients can enjoy the luxury of having the undivided attention of one dedicated liaison, who gives them a thorough orientation and is there for them throughout their experience at our sanctuary.”
Wellness ambassadors can also work closely with fellow spa workers to support their productivity. Such is the case for Amber Johnson, CEO and founder of The Facial Lounge in Corona Del Mar, California, which also sells its own line of vegan facial products. She serves as the company’s wellness ambassador and notes that her role influences the direction of her staff. “My employees need to be empowered with knowledge and personal experience in order to best guide our clients,” says Johnson. “Furthermore, I am as passionate about my employees as I am about my clients.”
Johnson adds that, with more and more consumers hungry for information on how to improve their well-being, wellness ambassadors are a reflection of the current social climate. “Since the advent of Covid, the perception of health and wellness has changed dramatically,” she notes. “Health awareness, understanding and promotion is more important than ever, and spa services play a pivotal role in that regard.”
For ambassadors to do their jobs well, they can rely on a wealth of outside sources, ranging from industry forums and webinars to manufacturer resources and peer research. Wilkinson understands the importance of her team maintaining a solid grasp on the constant flow of information available to them. “Being a multi-modality sanctuary, we have a lot to stay abreast of,” she notes. Her company also spotlights its ambassadors via live promotions to extend their knowledge to their customers and the community at large.
Johnson finds value in social media promotion, as well, including videos that help market The Facial Lounge’s services and environment. Ambassadors can give spa-goers a glimpse into a spa’s layout, which fosters connection and engagement, ultimately translating into better business. “These videos really help walk a potential client through exactly what they would receive when they arrive at the spa,” says Johnson. “When people see this on Instagram, they’re much more comfortable when they come in; they know what they’re getting.”
Hiring and Benefits
When looking for prospective wellness ambassadors, there are a number of key attributes to consider during the hiring process. Empathy, compassion, a desire to learn, a demonstrated interest in health and wellness, and a willingness to listen are all high on the list.
Wilkinson pays close attention to candidates and makes a point of getting to know them in advance, as a way to determine if they will be a good fit for her team. “Likeminded individuals end up feeling like family, and that is so important in this field,” she says. “To do what we do every day, we really need to feel genuinely connected.”
A positive mindset is not only an asset for a wellness ambassador, but creates an infectious energy. Plus, what an employee doesn’t do can be just as an important as what they bring to the table. “There are topics we like to avoid, such as politics or anything else that’s not on brand,” says Johnson.
To attract new hires, consider playing up the benefits of representing your spa. Early access to insider information, tools and resources are added bonuses for any employee—and that includes trying out product samples and getting first dibs on new treatments before their official launch. At Aqua Spa Float Center, ambassadors are also entitled to use the facilities, which Wilkinson believes bodes well for employee satisfaction. “A healthy ambassador is a happy ambassador,” she enthuses.
A Long-Term Relationship
To ensure a positive experience for both the spa and the in-house wellness ambassador, plan to provide a steady diet of new information to educate the employee, so they can effectively communicate with clients. “It is essential to keep exploring current health and wellness topics, and then constantly assess the services and treatments on offer,” notes Johnson.
Ongoing training is vital, as well. Wilkinson makes a point of cross-training her team members to work the front and back of house, offering customized scripts, training binders, video modules and other on-the-job training tools. By setting and tracking specific goals and celebrating accomplishments together, she is assured that wellness ambassadors are doing their job well. “This process inspires a sense of community and ensures that knowledge is consistent and everyone is speaking the same language to further support our vision,” she says.
