$22.5 Billion Says the Spa Industry Is Thriving. So Why Are So Many Struggling?

by Jill Pawlik | May 23, 2026 | In the Field, Industry Insight

Twenty-two and a half billion dollars. That’s what the North American spa industry generated in revenue in 2024, according to ISPA’s most recent study. Third consecutive year of growth. Visits up over three percent. Revenue per visit climbing. By every...

The Invisible Gap: Why Luxury Spas Drift (and How to Bring Them Home)

by Jill Pawlik | May 8, 2026 | Industry Insight

Every luxury wellness property begins with a clear vision. It’s a vision of sanctuary, of seamless service, and of a guest experience so restorative that it stays with a person long after they drive away. But as any leader in this industry knows, there is a quiet,...

What the Wellness Industry Has Always Known About Standards — And What It’s Still Learning

by Jill Pawlik | May 4, 2026 | Industry Insight

The word “standards” does not have a great reputation in wellness circles. It carries weight that feels at odds with the industry’s identity, the suggestion of clipboards and inspection rubrics, of measurement imposed from outside onto something that...

How to Build SOPs Your Team Will Actually Use

by Jill Pawlik | May 4, 2026 | Industry Insight

If you’ve been in spa or wellness leadership for any length of time, you’ve probably written, or inherited, at least one binder full of standard operating procedures that nobody reads. It’s one of the industry’s most consistent frustrations:...

The Real Cost of Inconsistent Spa Standards in Luxury Wellness

by Jill Pawlik | May 4, 2026 | Industry Insight

There’s a version of this story every luxury spa leader knows. A guest books a weekend retreat based on a glowing online review. They’ve seen the curated Instagram feed, read the promise of “transformative wellness experiences,” and paid a...