The Implementation Gap : Turning Luxury Brand Vision into Daily Team Execution

by Jill Pawlik | Jun 2, 2026 | Industry Insight

Every luxury hospitality leader and wellness founder shares a common, frustrating pain point. You spend months—sometimes years—distilling your brand’s DNA. You craft an exquisite vision for the guest experience, design beautiful spaces, and write comprehensive...

The Wellness Industry Showed Its Hand. Here’s What I Saw.

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

Las Vegas is not a city that does anything quietly. So it was fitting that the International SPA Association chose it as the backdrop for what turned out to be one of the most forward-facing conferences the wellness industry has seen in years. I was there in a media...

$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...

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:...

Why Your Spa Guest Experience Falls Short of Your Brand Promise — And What to Do About It

by Jill Pawlik | Apr 14, 2026 | Industry Insight

You built something exceptional. The design is right. The treatment menu is carefully considered. The brand story is clear — at least on paper. And yet something isn’t landing the way you imagined. Guests are pleasant but not effusive. Reviews are good but not...