Competition among spas is no longer about customers; it really comes down to being able to recruit and retain staff. So, differentiating yourself in that “marketplace” is not entirely about money. Potential employees want to resonate with a workplace’s higher purpose, if it has one.
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Competition among spas is no longer about customers; it really comes down to being able to recruit and retain staff. So, differentiating yourself in that “marketplace” is not entirely about money. Potential employees want to resonate with a workplace’s higher purpose, if it has one.
When it comes to spa and wellness, does being a green spa give you an advantage? As the general manager of Osmosis Day Spa Sanctuary in Freestone, California, for more than five years, I can answer positively: Yes. While I was not a part of every interview, I was part of each person’s onboarding, and I would always ask why they chose to work with us. For many, it was the spa’s reputation and esteem within the community, but more than half identified that they were aligned with the spa’s philanthropic and sustainability efforts.
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This did not happen overnight, and I would warn against greenwashing for the sake of recruitment. At Osmosis, we made many decisions about the products we bought, used and sold, opting for those that would cost more for the sake of their ingredients, packaging and environmental impact. The spa often ended up foregoing less expensive but environmentally unsustainable products for the sake of profit. Staff was a part of that decision making and, in fact, insisted upon it.
Authenticity is essential if you ever intend to leverage your spa’s sustainability in recruiting efforts. It’s important to consistently and perceptibly move forward, making a real effort to improve with each day and every decision.
Part of that investment must be in the sustainability of the entire staff. For example, I would purchase food for Osmosis’ employee break room each week, available to everyone. Team members also earned a complimentary service for every 240 hours they worked. As working during holidays is a given in hospitality, management would celebrate the employees who were there sacrificing family time by cooking them a special meal or hosting a brunch or cookout.
So, where do you begin if you would like to poise your spa to be more competitive? It starts with the intention to make a difference for people and the planet. Becoming a GSN Planet member or just joining in on the organization’s Pledge for the Planet would be a great starting point. The pledge involves committing to certain eco-friendly initiatives, including limiting plastics, reducing water usage and finding alternative energies to sustain your business. Run it by your team at the next all staff meeting; I suspect that an overwhelming majority will be in favor of these steps that will make a difference in your spa’s footprint.
Remember the human element in sustainability and regeneration. No one should know the benefits of your spa services better than your team. Take time to demonstrate that you see your team as valuable members of a community that benefits from each other’s well-being and prosperity.
Finally, get involved and be sure to walk your talk. Be sustainable at home, in your neighborhood and within your community, and you’ll be well on your way to success.
Thor Holm is the general manager of the Farm to Coast Collective + the Livery on Main in Sebastopol, California, where he is also responsible for spearheading its sustainability and regenerative efforts. Holm is currently president of the GSN Planet Board of Directors and has been a Board Member since 2017. He has also served on the International SPA Association (ISPA) Board as well as the Flagler County Tourism Development Council.
