February Newsletter
Greetings PSA Members,
Valentine's and President's Day provided a short and welcomed surge of intensity during our winter season. Schedules were full, therapists busy and energized, revenues high, guests happy, and love was in the air. While the holiday had the feeling of the calm before the storm, our upcoming season of spring always provides a buffer to the busy summer season.
Spring is a great time to look ahead and take stock, both professionally and personally.
Professionally, this is a good moment to ask:
How does your operation feel?
Are you planning any changes to your backbar inventory?
How is retail performing?
Personally, it's important to reflect:
Are you leading with clarity?
Where do you need stronger boundaries, sharper focus, or renewed energy?
The cycle of every season asks something different from us. Spring, in particular, invites realignment, a chance to reset before the momentum builds again. Whether you're leading a spa team or a brand, a solo entrepreneur, or a spa enthusiast, aligning with the ebb and flow of the seasons allows us to reflect and recharge.
As we step into spring, we invite you to stay connected with Pacific Spa Alliance. Engage with us, share insights, and let's move into the season together. Wishing you a smooth transition as you embrace the beauty yet to come of sweet spring.
Sending our best to each of you,
Karen and Kimberly
THE WALK FOR PEACE
We love this story! You might have followed the 2,300 mile,120-day journey initiated by 24 Buddist Monks from the Hương Đạo Vipassana Bhavana Center, which began in Fort Worth Texas in November and ended in Washington DC in February.
The monks walked through many challenging weather conditions and storms, some barefooted, and were cheered by people from 9 states as they handed out peace bracelets. They walked a pace of 20 miles per day. The intention of this incredible long distance pilgrammage was to promote peace, non-violence and compassion.
The monks were accompanied by their dog Aloka who underwent surgery in January for a leg issue. Aloka was often seen walking ahead of the monks and developed a big following on social media. Our spirits are lifted by this moving and emotional journey in the name of peace.
Save The Date!
2nd Annual PSA Tradeshow & Networking Event
Mark your calendars for PSA 2nd annual Networking Event and Tradeshow that will be held at Archer Hotel on Monday June 22nd from 10am - 4pm.
In Your Words - “The vendors were superb, the venue was lovely, the food was delicious, the activities were amazing.“
Nina Williamson, Spa Director, Healdsburg Hotel
Tell us about your role as Director of Spa at Hotel Healdsburg. How did you get started in the spa industry?
I have been a member of The Spa at Hotel Healdsburg for about two and a half years, and while this industry invariably presents challenges, it is my team that provides the ultimate gratification. I have the privilege of collaborating with a team of exceptionally talented service providers, dedicated professionals, and compassionate and caring individuals.
My journey in luxury hotel operations began in the front-of-house running a successful hotel. My career trajectory took an unexpected and rewarding turn when a seasoned industry professional took a chance on me. I had absolutely zero prior experience in spa, so it was a leap of faith for both of us. The mentorship proved to be the pivotal moment that redefined my career!
Are you planning to introduce any new services or special events in 2026?
We are collaborating with Donavan's Wellness Solutions to introduce a broader spectrum of wellness services including yoga, qigong, sound therapy and personal training. Our goal is to cultivate a more diverse selection of offerings for both our hotel guests and the local community.
Additionally, we're launching and promoting a True Botanicals facial for the spring season!
When things feel overwhelming or fast-paced, what helps you personally stay grounded?
I’ve found a surprisingly effective mental health technique by identifying my inner critical voice. When I start overthinking or catastrophizing, I'm able to separate from the spiral. This technique helps me by providing a healthy outlet for frustration, allowing me return to a calmer, more grounded place.
Philippe Therene, Project Development Coordinator & Jason Woolf, VP of Spa Development, Universal Companies
Jason, what’s one trend you’re seeing right now in spa equipment that spa leaders should be paying attention to this year?
We're currently seeing a focus on Contrast and Pneumatic Compression Therapy. Many spas offer cold plunges alongside hot saunas or circuits. Switching between hot and cold contrast therapy creates stimulation in the circulatory system, which can significantly reduce muscle soreness.
To take it one step further, the utilization of compression boots can be beneficial by using sequential pressure to move lymph fluid toward the core, significantly reducing "heavy legs," bloating, and water retention.
Jason, if a spa is preparing for a refresh or pre-opening phase, what equipment or supply choices can make the biggest long-term impact?
Luxury massage tables are long-term assets, and their longevity can be the difference between a high-margin business and one that is constantly absorbing CapEx. With a bit of research, you can find options such as replaceable massage tops, which may extend a table’s life by an additional 3–5 years beyond its already typical 7–10 year lifespan.
Tell us about your history in the spa industry and how you personally stay inspired.
Jason: With 23 years in the luxury spa industry, I specialize in managing equipment standards for global icons such as Marriott International and Four Seasons. My expertise lies in the technical lifecycle of new-build properties - from sourcing high-ticket assets to implementing inventive, world-class modalities. By traveling to global resorts to experience emerging trends firsthand, I bridge the gap between cutting-edge innovation and sustainable, long-term operational ROI.
Philippe: I founded SpaEquip in 1987 and sold the company to Universal in 2016. I worked as a VP of Equipment Sales for a few years before transitioning to consulting during the COVID years. During this time many spa people in the California Wine Country started to meet on a regular basis in order find ways to deal with the crisis. This is how NorCal Spa Alliance, now Pacific Spa Alliance, started.
I have always been passionate about the Spa Industry and became a Hydrotherapy and Equipment Expert over the years. Jason and I are very happy to represent Universal Companies, the largest product, supply and equipment distributor within our industry. We are always available to PSA members for questions, please reach out anytime. Thank you for your continuous support!
