Since the start of the pandemic, the world has been abuzz with discussions on social injustice and inequities, with many incensed by the news of the day and desiring to take more deliberate action in their daily lives. As a result, much has been said about diversity, equity and inclusion (DEI), and the ways that the spa and wellness industry can improve how it is represented overall.
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Since the start of the pandemic, the world has been abuzz with discussions on social injustice and inequities, with many incensed by the news of the day and desiring to take more deliberate action in their daily lives. As a result, much has been said about diversity, equity and inclusion (DEI), and the ways that the spa and wellness industry can improve how it is represented overall.
Now that the veil of ignorance is removed, many find themselves wanting to be the source of change, but they don’t quite know how. Spa owners and leadership have the ability to write the sheet of music and set the rhythm that their teams dance to as they serve their clientele. However, many often wear so many hats that they miss the mark, despite their desire to support their teams and uphold DEI principles. The key to integrating diversity, equity and inclusion in an authentic way is to learn to “live DEI” and allow it to show itself through several facets of your brand and business. This will limit the missteps that many companies make, treating it as a trend or performative opportunity that results in awkward messaging and offensive offers to the public.
Here are five ways that spas can build and support their teams by authentically integrating DEI principles.
1. Design With the Team in Mind
Picture this: You spend a great deal of money on the design and décor of an amazing spa space. You buy state-of-the-art equipment and invest in top-notch technology. However, you may not have rooms that accommodate practitioners of different body sizes. Staff spaces (where they are not working) are often an afterthought because they are not revenue-generating areas. Staff may not have spaces to use the restroom or change comfortably or even a private area to take a phone call in their native language. If a team member brings in their food preference, they are told that it stinks and cannot be eaten there.
When in action, DEI principles create a sense of belonging. It is a persistent subconscious message that someone is welcome here—or not. So, within reasonable bounds, you should design spa spaces with your team in mind. Think about how these spaces need to be used by all parties throughout their day, and expand your lens to consider people of differing identities. If needed, ask for input and use diverse models when testing the uses of work and non-workspaces.
Fortunately, there are so many unwelcome spa spaces for teams that even small, thoughtful changes will be really appreciated and support your team members in their feeling that they belong in your spa.
2. Weave a Thread Into Team Building
Consider your hiring process. Many leaders get apprehensive when it is time to hire in the first place because it is uncharted territory. Therefore, many default to traditional hiring process templates that are deeply rooted in pervasive dominant culture. This usually does not challenge the status quo and allows us to make hiring decisions with our unconscious biases unchecked.
Living the principles of DEI means that you must get a bit comfortable in being uncomfortable. You must challenge yourself to be more intentional in your hiring process. Your intent should be to weave a thread of common principles, skills and talents that are paramount to the successful operation of your business while embracing differences. This could mean having people remove their names from resumes and applications for initial consideration. It could mean asking questions on the application that are non-binary or leaving space for short answers and options for applicants to present themselves as they see themselves in the world. This could also mean having candidates get interviewed by different people with varying perspectives to help identify their strengths or weaknesses. You still want to avoid questions that are too personal and stay within legal bounds.
Taking time and being more intentional in your hiring process will help you to build teams that better align with the principles of DEI, as they will be the ones to daily support or diminish what your company values.
3. Be Mission-Driven—Inside and Out
Picture a team where the practitioners are workaholics. They live paycheck to paycheck. They don’t take breaks. They don’t drink because they won’t have time to use the restroom. They are stressed out and sleep-deprived. They are on medication for aches and pains or have a variety of remedies that never seem to remedy anything for them. They only take time off when they or a loved one are sick. Does this sound like your team?
Spa owners and leaders build brands that have a mission of healing, offering solutions to their clientele for better health and well-being. They offer cutting-edge modalities, as well as tried-and-tested methods of health and life improvement. Yet their teams are a hot mess antithesis of this. The businesses that continue to operate in incongruence support a culture that keeps people feeling excluded, unheard and unseen.
One of the best ways to support teams by living the principles of DEI is to apply the business’ mission to the internal individual (staff) as well as the external customer (clientele). Create a culture of health and well-being, and hold each team member accountable for practicing its principles. Eliminate the wage gap by offering better pay and incentives. Keep in mind that these are human bodies when scheduling services, and do not set a subconscious message that they must behave like machines. Offer in-services to teach and support their wellness habits and behaviors as working professionals. Reward the behaviors that represent the desired mission and culture.
4. Be Open to Listening
Do people have the opportunity to tell you their own perspective? Or are you often so caught up in the day’s priorities that you do not have time? You must learn to be an active listener, listening with an intent to understand instead of the intent to reply or problem-solve.
Marginalized groups endure significant and cumulative traumas, often daily. Learning to navigate and succeed in a pervasive dominant culture creates many life experiences that program and paint the lens that each person sees through. Some communicate it well, while others do not.
Accept that you cannot know what it is like to be in someone’s shoes. But, you can let them tell you their perspective without discounting it. Affirm them. Exercise compassion and empathy. In order to learn how to better support your teams, sometimes you just have to ask—and then actively listen.
5. Innovate Training and Development
Your training and development plan can indicate your level of commitment to the principles of DEI. Are you only providing training that develops a technical skill or ability? Or do you also offer training that develops the whole person?
Find ways to enrich your teams through learning experiences. Expose them to experts who can help them develop as a whole person and, as a byproduct, they will be a better employee. Such topics could be public speaking, time management or financial planning classes. It could mean a contribution toward opportunities to learn based on individual needs and interests.
It should also consist of team and group activities that foster a sense of meaning and belonging. Since you are controlling the culture, such activities are ways to reinforce the mission and values of your business.
Come up with an intentional career succession plan for your team, as well. This means that you are not just looking to advance the skills of a team member from junior to senior levels, but you are seeking ways for them to grow in their career and hopefully providing internal opportunities for promotion, leadership and growth.
Integrating DEI principles to support your teams will allow you to demonstrate your value and respect for all of our varying paths and identities as human beings as they come together in your spa for a common goal of serving your guests. It does not take grand, performative gestures. In fact, those who go that route generally cause more harm than good. Instead, it takes simple and intentional steps and an openness and commitment to continuous growth and improvement.
The reward is great. When teams see and feel this level of commitment and support from leadership, they are happier and more fulfilled in their work, which leads to better outcomes with the clientele, improved customer loyalty and better employee retention. The brand culture becomes one that is known as a great place to work, which attracts more great talent to the business for ease in growth and scalability.
Toshiana Baker is the founder of SpaWorx (spaworx.biz), a consulting and training development agency for spa, beauty and wellness organizations. She is also the founder of the Network of Multi-Cultural Spa and Wellness Professionals (NMSWP), a groundbreaking community to create a sense of belonging for underrepresented and marginalized spa pros.
