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uniting the world of spa & wellness

www.spabusiness.com 2026 3

uniting the world of spa & wellness

www.spabusiness.com 2026 3

WILLIAM HEINECKE Building Life, a global medi-wellness ecosystem

Dave Asprey Inside Upgrade Labs’ data-led biohacking model

US SPA REVENUES Surge by US$1 billion

RONALD AKILI Taking the magic of Bali’s Desa Potato Head to the world SIGN UP FREE

ALLISAMAZING

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EDITOR’S LETTER

Forever after The next evolution in wellness won’t occur during the guest experience onsite. It will happen when they return home, as

operators increasingly look to ‘own’ the entire customer journey

Minor Hotels has launched a post-stay membership

Done well, aftercare builds trust, supports better outcomes and becomes part of a customer’s life digital platform and its own smart ring to create what it describes as “continuity of care”. Neither company is simply building more wellness facilities, they’re creating global wellbeing ecosystems. This is about more than increasing repeat visits. Done well, aftercare builds trust, delivers better outcomes and allows operators to become part of the customer’s life, not simply a destination they visit. As wellness becomes increasingly effective, aftercare may prove to be the industry’s greatest commercial opportunity – and its greatest responsibility. l

Katie Barnes, editor, katiebarnes@spabusiness.com

Contact Spa Business: +44 (0) 1462 431385 theteam@spabusiness.com spabusiness.com @spabusinessmag Facebook.com/spabusiness SPABUSINESS.COM issue 3 2026 7

MINOR HOTELS

s wellness shifts from indulgence to health intervention, the industry’s responsibility doesn’t end at checkout. In fact, it’s only just beginning. In this issue, Laura Montesanti (p13) asks whether increasingly powerful retreats could expose operators to greater legal risk, following a lawsuit against a yoga retreat company. Whatever the outcome, her central question is an important one: as experiences become more effective, should duty of care extend beyond the stay? The business case points in the same direction. Last issue, WELLSurvey 2.0 highlighted consumers building personal wellbeing ecosystems rather than relying on isolated treatments or annual retreats (www.spabusiness.com/ws2). The brands that succeed will be those that become part of that journey. Spas regularly undertake pre-arrival questionnaires and tests for personalisation, meaning the in-stay experience has never been stronger, yet aftercare is still lacking. A week of transformation is difficult to sustain when guests return to everyday life. Two operators featured in this issue suggest that situation may be changing. On p52 William Heinecke reveals Minor Hotels is preparing to extend its Life by Anantara brand to create a network of retreats, city hubs and residences. These will be supported by a structured post-stay membership with virtual medical consultations at one, three and six months. “Lifetime value is the real scoreboard,” he declares. Meanwhile, on p48, Tulah Clinical Wellness in Kerala shares its plans for the development of up to 100 urban hubs, as well as a connected

ISSUE 3 2026

spa business contents

MINOR HOTELS

uniting the world of spa and wellness

www.spabusiness.com

TULAH CLINICAL WELLNESS

Tulah Clinical Wellness, India, p48

William Heinecke, p52

TULAH CLINICAL WELLNESS

Buleza Koci

BRIOFIVE

Zeitgeist – trends shaping the sector, p14

SHUTTERSTOCK/ RIDO

7 Editor’s letter Forever after

Dave Asprey, p42

30 Spa Business buzz

The next evolution in wellness won’t occur onsite. It will happen when guests get home, says Katie Barnes

AI firm Midjourney creates spa concept and Australia’s Laval Hunter Valley on track for 2027 launch

12 SB Forum

36 Spa Business collabs

War highlights the need for flexibility, says Barclays’ Simon Atkinson

EIH and Bhartiya to roll out 20 uberluxury lifestyle resorts across India

14 Zeitgeist Retreat leaders get ethics framework and SATCC is set to host Living with Cancer retreat

38 Spa Business people news Anna Bjurstam launches Wahayla and MSpa appoints commercial director

20 Spa Business news

On creating Upgrade Labs, a biohacking business that challenges traditional spa and wellness models

Phase 1 of Saudi’s giga development, Amaala, is officially open 8 SPABUSINESS.COM issue 3 2026

42 Spa people Dave Asprey

48 Spa people Buleza Koci

The chief growth officer at Tulah Clinical Wellness shares ambitions for a globally connected wellbeing ecosystem

52 Interview William Heinecke

Minor International’s founder reveals the group is rolling out Life, a network of medi-wellness retreats, hubs and residences

60 Ask an expert

Commercial success

Our Spa Business experts explore the strategies, metrics and pitfalls behind building a credible wellness business

DESA POTATO HEAD

ALLISAMAZING

Desa Potato Head, Bali, p74

Ronald Akili

LEFAY RESORTS

DAVIDDARRAULT

Letting Go at Lefay, Italy, p106

L’Oréal’s La Roche-Posay, p92

68 Research Getting smarter

New ISPA research shows US spas made an extra US$1 billion in 2025 as operators use pricing, productivity and investment to drive growth

74 Interview Ronald Akili

88 Jeremy McCarthy Multi story As biostacking investment and innovations increase, Jeremy McCarthy digs into the trend

Jane Kitchen loses control on Lefay’s new Letting Go programme

92 Thermal spa Skin deep

How spa software is leveraging AI to help operators increase revenue and personalise the guest journey

Under the ownership of L’Oréal,

talks to Liz Terry about the essence of the brand and his dream of creating up to 10 more properties

La Roche-Posay Thermal Centre in France is transforming and modernising its dermatology treatments and skincare

83 Interview Kim Herben

100 Profile Maggie Chen

The founder of Desa Potato Head

Desa Potato Head’s wellbeing lead explains why up to 30 per cent of visitors return specifically for its wellbeing offering

106 First person Rule breaker

Why has an EHL hospitality professor been recognised as a world leader in mental wellness? Jeremy McCarthy finds out

112 Software The AI advantage

121 Product innovations

Spa product and equipment launches

130 Spa Business directory 132 Finishing touch Gut reaction Microbiome manipulation could improve brain health, finds study

SPABUSINESS.COM issue 3 2026 9

www.spabusiness.com THE SPA BUSINESS TEAM

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Editorial director Liz Terry +44 (0)1462 431385

Publisher Astrid Ros +44 (0)1462 471911

Editor Katie Barnes +44 (0)1462 471925

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Annual subscription rates are UK £48, Europe £65, rest of world £94, students (UK) £25. Copyright Spa Business is published four times a year by Leisure Media Global, PO Box 424, Hitchin, SG5 9GF, UK. The views expressed are those of the authors and do not necessarily represent those of the publisher. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by means, electronic, mechanical, photocopying, recorded or otherwise, without the prior permission of the copyright holder, Cybertrek Ltd. Print and distribution Printed by The Manson Group Ltd. Distributed by Royal Mail Group Ltd and Whistl Ltd in the UK and Total Mail Ltd globally.

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SB Forum War highlights the importance of flexibility

SIMON ATKINSON

Challenge thinking. Share insight. Shape the conversation in the global spa and wellness industry. We’d love to hear from you. Write to theteam@spabusiness.com

Simon Atkinson, head of travel, Barclays Corporate Banking

he impact of the war in the Middle East on tourism and hospitality is already clear, as the last issue of Spa Business highlighted*, but it’s not a simple story of demand falling away. Travel is being disrupted, not rejected. Barclays consumer card data shows travel spending rose 2.4 per cent in 2025, with average annual spend per traveller at £1,455 (US$1,952, €1,711), outperforming both overall and discretionary spend. Yet the conflict changed behaviour quickly. In March this year, travel spending fell by 3.3 per cent yearon-year, the first decline since March 2021, with airlines down 4.1 per cent and travel agents down 4.6 per cent. That shows how exposed the sector is to shifts in confidence, airspace disruption and concern

Weʼre seeing demand move towards Europe and UK staycations around long-haul routes that rely on Middle East hubs. But it also shows the speed with which consumers adapt. We’re seeing demand move towards Europe and UK staycations. Flight bookings to Spain are up 32 per cent year-onyear, while Portugal and Greece are also seeing stronger interest. There are also clear pockets of strength. Over-65s increased travel

Simon Atkinson

spending by 6.8 per cent in 2025, the fastest growth of any age group, and they show strong intent to travel overseas. Cruise holidays are also firmly mainstream, with 36.4 million passengers globally in 2024 and more than one in three under 40. For hospitality and wellness operators, the lesson is to stay flexible. As demand shifts towards UK breaks and short-haul European trips, operators will need to adapt quickly. The best operators will be those that manage disruption calmly, protect cash flow, support customers clearly and keep investing for long-term demand. * Delve into industry views on the Iran war at www.spabusiness.com/war

EUPHORIA

Retreats like Euphoria in Greece and others in Spain and Portugal are set to benefit

12 SPABUSINESS.COM issue 3 2026

SHUTTERSTOCK/PEOPLEIMAGES

Synergy is conducting research to better understand the retreat industry

The more effective retreats become, the greater our duty of care Laura Montesanti, founder, Synergy - The Retreat Show

We must work together to build a stronger, more informed and responsible sector

SYNERGY – THE RETREAT SHOW

etreats are becoming increasingly powerful, supporting genuine wellbeing and personal growth – and that’s exciting. But with greater efficacy comes greater responsibility. A recent UK legal case, involving a dance teacher suing a yoga firm over an alleged mental breakdown after a retreat in India, has understandably prompted important conversations around duty of care. While every situation is unique, it serves as a timely reminder that as the retreat industry matures, so too must our collective commitment to professionalism. As retreats become more and more transformational, operators should be asking themselves some important questions. Are we communicating honestly about the experiences we offer? Are we screening participants appropriately before enrolment on emotionally intensive programmes? Do our facilitators have the right training and experience? And are we providing meaningful integration and aftercare once guests return home? We also need to ask how we help consumers distinguish experienced, responsible operators from those

Laura Montesanti

who may not yet have the knowledge or expertise required. Do our standards, safeguarding and risk management need to evolve too? And are we doing enough to share best practice across the sector? These are questions that need ongoing dialogue, collaboration and a willingness to continually learn as our industry evolves. That’s precisely why Synergy – The Retreat Show exists, bringing together retreat leaders,

wellness hospitality professionals and travel advisors annually to exchange ideas, challenge assumptions and shape the future of our sector. Itʼs also why we launched our inaugural research study, because improvement starts with understanding. Findings from the first Global Retreat Report 2026 will be revealed later this year. The retreat industry has experienced remarkable growth over the past decade, but if we genuinely want to shape its future, we must continue to learn from one another, challenge ourselves and work together to build a stronger, more informed and more responsible sector. Ultimately, our ambition should not simply be to grow the retreat industry. It should be to help the market consciously mature. l Visit www.spabusiness.com/grr to find out more about Synergy’s research SPABUSINESS.COM issue 3 2026 13

Go to www.spabusiness.com/signup to get breaking news alerts

Zeitgeist Helen Andrews distills the essence of the latest Spa Business news to tap the trends driving the direction of the sector

VELAS RESORTS

Mexico operator elevates wellness weddings Designed for groups of 20 people, a three-day wellness wedding package is now available across Velas Resorts’ four sites in Mexico. To recover from travel, guests use the ice plunge on the first day. A mindfulness session is held on the wedding day before the vows, TAP OR SCAN alongside a ceremonial blessing ritual. The final day includes treatments and use of the hydrothermal facilities. The overall aim is to relieve anxiety and restore energy levels.

Spa treatments are included in the package

http://lei.sr/4M6N7_B

Fitbit data shows a decline in activity levels

AI platform delivers medicine at scale

FLOTSAM/SHUTTERSTOCK

Longevitix, a clinical platform for preventative and longevity medicine, has launched an AI-powered intelligence system that analyses years of scattered patient data to help doctors TAP OR SCAN deliver care at scale. Lab and wearable data can be incorporated to help physicians track changes over time.

http://lei.sr/U2y3X_B SHUTTERSTOCK/ PEOPLEIMAGES

The platform integrates into existing workflows at medi-spas and longevity clinics 14 SPABUSINESS.COM issue 2 2026

GLP-1 users become less physically active While weight loss drugs such as Ozempic and Wegovy are effective at reducing body weight, a Fitbit study shows users become less physically active. The results TAP OR SCAN suggest there’s an opportunity for the wellness industry to support such customers with sustainable lifestyle changes.

http://lei.sr/3J4n3_B

CARDEN PARK HOTEL AND SPA

SATCC unveils Living with Cancer retreat The Standards Authority for Touch in Cancer Care (SATCC) charity will host its first Living with Cancer and Beyond retreat at Carden Park Hotel and Spa in Cheshire, UK, in September. The retreat will help attendees reconnect with their bodies, TAP OR SCAN learn practical tools for living well and receive support during workshops in breathwork, nutrition, skincare and therapeutic touch.

The hot yoga takes place in a 342sq m home of rare butterflies

http://lei.sr/K5D3F_B

ISPA creates new on-demand courses The International Spa Association (ISPA) has launched three courses on its iLearn platform for members. The first course focuses on customer experience by Dan TAP OR SCAN Gingiss; the second is a retail blueprint by Carol Phillips; and the third explores leadership with specialist Zach Mercurio.

http://lei.sr/D8a7u_B

Butterfly sanctuary hosts hot yoga Jersey Zoo’s butterfly sanctuary has teamed up with the British Isles’ Hotel de France to provide a location for hot yoga classes, thanks to the habitat’s constant 29-30°C climate. The classes form part of the hotel’s new retreat package TAP OR SCAN and the 60-minute yoga sessions are scheduled to avoid the zoo’s busiest periods, including before and after normal opening hours.

THE EXPERIENCE MAKER LLC

TOM WILKINSON C/O HOTEL DE FRANCE, JERSEY

Carden Park will host the five-day event

Dan Gingiss kicked off the ISPA’s series of educational courses

http://lei.sr/4h2V3_B SPABUSINESS.COM issue 2 2026 15

spa business Zeitgeist Spas at risk due to limited cancer training

Esmée Halliday is Wildsmith’s new wellbeing ideator

http://lei.sr/b6e3q_B

WILDSMITH

UK-based spas responding to an industry survey revealed more education on the supply of canceradapted services is required. Nearly TAP OR SCAN half of respondents did not know cancer is a disability under UK law and guests with a diagnosis must legally be given equal access to treatments.

SHUTTERSTOCK/ NEW AFRICA

Wildsmith Skin hires wellbeing ideator Professional skincare brand Wildsmith Skin has hired a former professional dancer and wellness practitioner, Esmée Halliday, to develop touchless TAP OR SCAN programming for partner spas. Trained in yoga, meditation and aufguss rituals, Halliday will help clients shape their concepts.

http://lei.sr/6z6m9

43 per cent of spas don’t have cancer policies

Australia’s first sauna association launches

http://lei.sr/5Q6a2_B

ASA is a member of the International Sauna Association

16 SPABUSINESS.COM issue 2 2026

C/O THE AUSTRALIAN SAUNA ASSOCIATION

The Australian Sauna Association (ASA), the nation’s first dedicated not-for-profit organisation, has been established TAP OR SCAN as sauna popularity continues to increase across the country. It will work on a practical framework to help the industry grow safely.

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The retreat industry has grown quickly but lacks standards

Retreat leaders get ethics framework The Wellness Tourism Association (WTA) has published six principles to promote responsibility, transparency, consistency and trust within the retreat industry. The non-regulatory principles are designed to prioritise participant care by TAP OR SCAN managing risks, ensuring facilitators have the necessary qualifications and clarifying programming and inclusions from the outset.

http://lei.sr/P2E4b_B

FITNESS FIRST

Charter champions public sauna bathing A global public sauna bathing charter has been drafted in response to the growing uptake TAP OR SCAN of sauna bathing worldwide. Researcher Becky Pelkonen is working on 10 principles that aim to address gaps in the growing market left open by underregulation.

Muscle recovery is said to be enhanced by red light

http://lei.sr/4Y3f2_B

Red light fires up exercise classes Red light therapy devices are being used to enhance exercise classes, offering restorative benefits to users and additional revenue for operators. Bon Charge’s TAP OR SCAN Red Light Therapy Blankets and Infrared PEMF Mat Max are examples of devices being used in yoga and Pilates classes.

http://lei.sr/3A4s5_B

The charter can be translated by practitioners globally

KOTISAUNA/ SAUNA FROM FINLAND

SHUTTERSTOCK/ RIDO

spa business Zeitgeist

ONE TECHNOLOGY. MULTIPLE APPLICATIONS. Integrated into selected Bellezi loungers and treatment beds, Deepsense uses low-frequency vibroacoustic technology to support relaxation, recovery and activation before, during and after treatments. From enhancing treatments to creating standalone experiences in relaxation spaces, Deepsense adds value without requiring additional staff.

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spa business news

Hospitality giant Marriott has announced a number of strategic partnerships with significance in the wellness sector. Just last week, it outlined plans to create packages that include access to thermal wellbeing complexes owned and operated by Therme Group. This will give Marriott customers access to new wellbeing-focused experiences. In return, Therme Group will benefit from access to customers in its target markets. The two firms will also work on wellness research and customer experience design for future global development projects. Marriott has also recently signed a global agreement with ResortPass that will make it easier

MARRIOTT BONVOY

Marriott aligns with Therme Group and day-access booking firm ResortPass

The deal with ResortPass will boost Marriott’s day spa revenues

for participating hotels to offer paid day access to resort spas, health clubs, pools, cabanas and day rooms. Marriott has approximately 7,000 health clubs across 14 major markets globally, while the majority of its upscale hotels have spas. ResortPass says it generates hundreds of millions of dollars in ancillary revenue each year for its partners, with some properties

generating US$3 million (€2.6 million, £2.3 million) annually. The deal follows Hilton’s decision to extend its partnership with ResortPass. What’s more, Marriott revealed earlier this year that TAP OR SCAN it will add wellness brand Lefay Resorts and Residences to its http://lei.sr/5h8m6_B global portfolio.

Amaala reveals US$13.6bn investment as properties open

FOUR SEASONS RESORT AND RESIDENCES AMAALA

Red Sea Global has revealed it’s made a SAR51.04 billion (US$13.6 billion) investment in phase one of Amaala to date, where it has curated nine luxury resorts around distinctly different approaches to wellness. The Saudi Arabian ultra-luxury giga-project brings together

concepts spanning luxury spa, social wellness, performance and recovery, integrative health, traditional medicine and medical longevity. Rather than replicating a conventional resort-spa model across the destination, Red Sea Global has selected operators

Four Seasons Resort and Residences Amaala has debuted its Hylia Wellness and Spa

20 SPABUSINESS.COM issue 3 2026

with distinctly different wellness philosophies, creating one of the broadest concentrations of wellness concepts in a single destination globally. The properties that are already open include the Four Seasons Resort and Residences Amaala, with its 2,095sq m Hylia Wellness and Spa; Six Senses Amaala and its Six Senses Spa and longevity centre and Rosewood Resort Amaala, which has a 2,100sq m Asaya Spa. Future openings in the pipeline include the first integrative wellness resort by Jayasom, called Jayasom Amaala. Equinox Resort and Residences Amaala is also scheduled to launch later this year. As is Ritz-Carlton TAP OR SCAN Amaala. Luxury longevity resort Clinique La Prairie Amaala is due to make its debut in 2027. http://lei.sr/2F6d3_B

THAI SPA ASSOCIATION

Thailand aims for top five wellness economies in Asia Pacific by 2030 The Thai Spa Association has outlined plans to boost its wellness economy ranking in the Asia Pacific region from ninth place to within the top five by 2030. According to the Global Wellness Institute (GWI), Thailand’s wellness economy reached US$42.7 billion (€36.5 billion, £33.3 billion) in 2024. Wellness tourism spending in the nation reached US$14 billion (€12 billion, £10.9 billion) – representing 36.4 per cent annual growth from 2023-2024. Sunai Wachirawarakarn, president, Thai Spa Association, said: “Thailand’s ambition is not only to grow the size of its wellness economy. It is to create a country where wellness becomes more meaningful – where visitors feel genuinely cared for, where the

Sunai Wachirawarakarn, president, Thai Spa Association, outlined the plan

people who provide that care are also valued and where communities share in the opportunities created.” The plan is to boost Thailand’s wellness economy and reputation for ‘jai’ – providing meaningful, authentic and intelligent care. Roughly 92,813 businesses are part of the country’s health, beauty, Thai traditional medicine and wellness tourism

supply chain, which are said to contribute THB676.6 billion (US$20.9 billion, €17.9 billion, £16.3 billion) to the economy. The association’s five-year plan includes boosting spa industry standards TAP OR SCAN via infrastructure improvements, education and professional http://lei.sr/r9a3R_B development.

Preidlhof Luxury DolceVita Resort to unveil new spa in 2027 STEFANO BUTTURINI

Preidlhof Luxury DolceVita Resort, the wellness destination in South Tyrol, Italy, is set to reveal a new spa in February 2027, designed by industry consultant Patrizia Bortolin. Bortolin has been the wellness concept manager for the 71-key resort since 2019, when she introduced The Preidlhof Way. This is a holistic wellness philosophy that means the resort’s extensive multidisciplinary team of practitioners offers an array of wellbeing programming to encourage lasting change for guests seeking personal development. The announcement of the spa project coincides with Preidlhof’s 60th anniversary this year and marks the start of the next chapter in The Preidlhof Way’s evolution.

The 5,700sq m wellness project has been overseen by Patrizia Bortolin

As part of the project, existing spa spaces will be redesigned to enhance the customer journey, creating a more intuitive experience. New areas will also be added. Once work is complete, the spa and wellness facilities will

span 5,700sq m. There will be 13 treatment rooms in total, including a couples’ TAP OR SCAN room and two garden spa treatment rooms offering views of the http://lei.sr/5Y7m3_B surrounding landscape. SPABUSINESS.COM issue 3 2026 21

spa business news Smaller wellness hotels had strongest growth in 2025 SHA WELLNESS MEXICO

Wellness hotels generating less than US$1 million (€863,986, £739,010) – or 10 per cent of total revenue from wellness and leisure – recorded the strongest RevPAR and TRevPAR growth in 2025 across categories when compared with 2024, according to the latest Wellness Real Estate Report by RLA Global, produced in partnership with P and L benchmarking firm HotStats. RevPAR for properties in this category, known as ‘minor wellness hotels’, increased by 6 per cent and TRevPAR by 5 per cent year on year. According to the report authors, this strong performance marks a major shift, as hotels in this category overtook ‘major wellness hotels’ – those with wellness and leisure revenue exceeding US$1 million or more than 10 per cent of annual revenues.

The Americas remained the strongest geographical market for TRevPAR growth

Analysts believe this implies that smaller properties increasingly compete on room rate compared with the bigger wellness hotels which rely on non-room revenue to drive performance. Properties in the smaller revenue group also generated higher

operating profits than major wellness hotels for the first time. The report authors say this shows the smaller sites have TAP OR SCAN a more efficient cost structure, generating better bottom-line http://lei.sr/c4S6q_B performance.

Ameyalli, the 78-acre wellbeing community in Utah, USA, has broken ground on phase two of its hot spring development – the Ameyalli Resort and Spa – which is scheduled to open in 2028. Spa Business first wrote about the project in 2024, when wellness figure Deepak Chopra and the Chopra Foundation were co-developers. Chopra has since stepped away from the project. Founder and developer Chuck Heath remains on board and Overland Partners has designed the property that sits on top of 28 natural geothermal springs. EDG Design is the interior design studio for the property. Hotel operator Appellation will run the resort and spa. 22 SPABUSINESS.COM issue 3 2026

OVERLAND PARTNERS

Hot spring project Ameyalli sells residences and builds resort spa

Ameyalli sits on top of natural geothermal springs in Utah, USA

Under a Tree is the spa and wellness consultant. Phase one of the project involved the development and sale of 24 four-bedroom alpine chalets, known as the Residence Club. Twelve are already built and 81 per cent sold via fractional ownership agreements. The remaining 12 are due for completion in 2026 and 2027. Phase two will see sales of an additional

23 Villa Residences later this year. Their construction is expected to be completed in 2028 at the same time as the rest of the resort. The Ameyalli Resort and Spa by Appellation will have 80 keys, two restaurants and the TAP OR SCAN 20,000sq ft Ameyalli Spa. The spa will have 15 treatment rooms and http://lei.sr/2G2e8_B geothermal pools.

spa business news Mubadala buys Pierre and Vacances for €1 billion CENTER PARCS

Abu Dhabi-based investment firm Mubadala Capital has signed a fully financed tender offer agreement to acquire Pierre and Vacances SA for €1 billion (US$1.2 billion, £870 million). Pierre and Vacances operates more than 330 holiday destinations across continental Europe under the Pierre and Vacances, Adagio and Maeva brands. It’s also behind the European Center Parcs business, which has 28 sites in the region. Many of these locations feature extensive wellness facilities such as Deep Nature Spa and Elasia Wellness. Mubadala Capital has already secured irrevocable commitments from major existing shareholders, representing 80.13 per cent of Pierre and Vacances’ outstanding share capital. Shareholders are set to receive €1.90 (US$2.20, £1.64) per share

Mubadala is buying the continental European Center Parcs operation

or up to €0.10 (US$0.12, £0.09) per share more if Mubadala succeeds in taking the company private. The deal is expected to complete by mid-2027. Mubadala intends to support the group’s long-term expansion

across Europe, renovate its holiday portfolio and invest in its key brands. TAP OR SCAN The transaction does not include the separately owned UK http://lei.sr/u3R7U_B Center Parcs business.

Lithuanian care operator Addere Care has launched a “wellness care hospital” in Vilnius. It is the company’s second Lithuanian site, following a hospital in Trakai, but the first to offer ADDERE CARE VILNIUS

Bathing systems for people with limited mobility are available 24 SPABUSINESS.COM issue 3 2026

professional medical care in a spa resort environment. The new 4,400sq m facility has been developed within a reconstructed former hotel. It features 160 rooms and a day care centre that can accommodate up to 12 patients at a time. The site has treatment areas, communal spaces that resemble spa resort facilities, a restaurant and a chapel. The concept was conceived by Lithuanian wellness and hospitality consultancy E77, run by Eglė Rukšėnaitė, in collaboration with architectdesigner Jurgita Masiukaitė. Rukšėnaitė told Spa Business: “The facility primarily serves residents requiring longer-term nursing care, rehabilitation, recovery, palliative or supportive care, with stays typically ranging from one to four months or longer.

E77 HOTELS AND SPA DEVELOPMENT

Wellness care hospital opens in Vilnius with innovative concept

Eglė Rukšėnaitė of consultancy E77

“E77 set out to answer a much bigger question: what if people undergoing long-term care could experience the same sense of dignity and wellbeing associated with the best wellness destinations? The result is an entirely TAP OR SCAN new model where healthcare and wellbeing become part of the http://lei.sr/3v3t8_B same ecosystem.”

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spa business news Wellbeing concerns cause spa therapists to consider leaving SHUTTERSTOCK/ SVITLANA HULKO

A new survey of international spa practitioners shows that stress, burnout and wellbeing concerns have caused one in three respondents to consider leaving the industry. The Therapist Wellbeing Report is based on responses from 159 professionals in the spa, beauty, wellness and therapeutic sectors from a variety of career stages and backgrounds. It was conducted by Hayley Snishko, founder of education company Mind Body Touch Training and industry mental health advocacy organisation Massage4MentalHealth. The survey was published in association with education organisation TPOT. Snishko told Spa Business: “The findings highlight a need for greater support.”

Physical exhaustion at work affects 89.3 per cent of therapists

Respondents said that in the last five years clients have become more emotionally overwhelmed, health-conscious, physically exhausted and anxious. The findings suggest clients are now looking for relationship-centred services.

In terms of delivering services, physical exhaustion affects 89.3 per cent of those surveyed, emotional fatigue affects 86.8 TAP OR SCAN per cent and 83 per cent feel pressure to maintain a positive http://lei.sr/6e7z2_B emotional presence.

Kai Kusatsu, an onsen ryokan property, has launched in the famous Japanese hot spring destination, Kusatsu Onsen in Gunma Prefecture. Parent company Hoshino Resorts launched the resort to coincide with the 15th anniversary of its Kai ryokan brand. There are currently 23 Kai properties spread across Japan and the aim is to grow to a portfolio of 30 sites over the next four years. Kai Kusatsu has opened as a forest resort with 94 rooms, 18 of which have private open-air baths. Tatsuro Sasaki Architects and Associates has designed the property as a nature-rich and peaceful retreat that blends into the surrounding landscape of rock faces 26 SPABUSINESS.COM issue 3 2026

HOSHINO RESORTS

Hoshino Resorts debuts Kai Kusatsu as it expands the Kai onsen brand

Tatsuro Sasaki Architects and Associates has designed a nature-rich retreat

and vegetation that thrives in the region’s highly acidic environment. Construction firm Maeda Corporation has developed a private passage for guests that connects the property to the vibrant hot spring town, further down the hill. Kai Kusatsu’s bathhouse features three tubs with water from two separate sources at varying temperatures. The Bandaiko is a

highly acidic, sulphate hot spring with high levels of chloride. The Nishinogawara source is a rarer, less acidic spring and its water is used by only a few facilities. After using the baths, guests head to a relaxation lounge TAP OR SCAN featuring a fireplace in the centre and books highlighting the local http://lei.sr/3u7b9_B culture and nature.

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DI A RY DAT E S Visit leisurediary.com for the latest information on events

14-16 September 2026

SpaChina Summit W Changsha and The St Regis Changsha, China Spa professionals will gather for meetings during the summit, followed by an awards ceremony. www.spachina.com

29 September – 2 October 2026

Synergy – The Retreat Show Pical Resort, Valamar Collection, Croatia The global retreat trade show hosts meetings between facilitators and stakeholders in the hospitality and tourism industries.

AI booking test highlights security risks for operators A new challenge for the spa and wellness operations industry has been exposed after an AI agent exploited weaknesses in a leisure booking system to bypass restrictions and manipulate a class waiting list. The Times newspaper reported on the incident that involved Andrew Bird, head of AI at Australian technology company Affinda, who built an autonomous AI agent to book places on oversubscribed Pilates classes. The AI agent went beyond its intended task after discovering weaknesses in the booking platform’s authorisation controls. Bird said the AI was able to reserve classes months ahead of the normal

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spa business news

Securing booking systems is a priority

booking window before removing another member from a waiting list to improve his own position. The AI agent said it could not reinstate the displaced member. Spa and wellness software providers may TAP OR SCAN need to rethink how systems are secured as AI agents carry out http://lei.sr/4b6q7_B real-world tasks.

www.theretreatshow.com THORNE

4-5 October 2026

World Spa & Wellness Conference and Awards ExCeL London, UK A global networking event and awards ceremony designed to help grow the skills and reward the talents of spa industry leaders. www.professionalbeauty. co.uk/wsw-london

22 October 2026

HCM Summit QEII Conference Centre, UK An all-keynote conference for operators, investors and suppliers in the fitness, health and wellness industries, plus an invitation-only trade show. www.hcmsummit.live

25-28 October 2026

Spa & Wellness Summit Asia Pacific Pullman Bunker Bay, Australia Professionals from the Asia Pacific region gather for discussions, demonstrations and awards. www.wellnesssummit.com.au 28 SPABUSINESS.COM issue 3 2026

Professional US basketball player Napheesa Collier is a Thorne ambassador

L Catterton sells Thorne for US$3.8bn Procter and Gamble has agreed to acquire science-backed supplement brand Thorne from L Catterton for US$3.8 billion (€3.2 billion, £2.9 billion) in cash. Founded in 1984, Thorne has developed a portfolio of supplements, home microbiome tests and personalised wellness tools. Its products span sports performance, recovery, sleep, healthy ageing, women’s health and metabolic health. The company has also built a presence in elite sport through

partnerships with UFC, USA Triathlon, Team Penske, USA Artistic Swimming and women’s basketball league, Unrivaled and individual athlete partnerships. The transaction, which is expected to complete in Q4 2026, will expand Procter and Gamble’s position in premium health, wellness and nutrition. L Catterton took Thorne private TAP OR SCAN in October 2023 in a transaction valued at US$680 million (€581 million, £514 million). l http://lei.sr/U5b5g_B

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spa business buzz

Live news: www.spabusiness.com

Hotel Lürzerhof debuts expansion and adults-only rooftop spa

otel Lürzerhof, in Austria’s Salzburgerland, has reopened following a €10 million (US$10.9 million, £8.5 million) transformation. The expanded facilities include two new floors, added directly on top of the existing hotel, designed by architects Köck and Bachler. The family-owned wellness destination has created a fourth floor of luxury accommodation, bringing the number of keys to 68. This includes six Sky Suites with private saunas, outdoor whirlpools and wellness spaces – designed for couples, families and groups. The redesigned spa has been built above the new floor of accommodation, offering rooftop adults-only facilities and a 20m cantilevered outdoor infinity pool. The new 900sq m wellness floor increases the total spa footprint to 4,500sq m. Christina Habersatter, co-owner of Hotel Lürzerhof, told Spa Business: “Our ambition was never just to build a larger spa. We wanted to completely reimagine

the wellness experience at Lürzerhof, creating spaces where the surrounding mountains become part of the experience itself, while introducing new suites, signature treatments and an adults-only wellness sanctuary unlike anything we’ve offered before. “We’re incredibly proud of what we’ve created. This investment strengthens Lürzerhof’s position as one of Austria’s leading wellness destinations and, we hope, further enhances Salzburgerland’s reputation as a place where exceptional hospitality, authentic Alpine experiences and sustainable luxury come together.”

Spa facilities

The redesigned spa’s new facilities include a Finnish sauna, organic sauna, infrared salt dome and aroma steambath. Suppliers include Devine, Schroll and Physiotherm. There are also two relaxation rooms and a tea lounge, as well as a glass atrium filled with natural light that has plants growing inside it.

Additions include a 20m cantilevered outdoor infinity pool

We wanted to completely reimagine the wellness experience at Lürzerhof

HOTEL LÜRZERHOF

Architects Köck and Bachler have designed the two new floors

Christina Habersatter The existing spa facilities, including the reception and a relaxation lounge, have been redesigned, with the addition of two more treatment rooms – taking the total to seven. Treatment beds have been supplied by Soleni and Hamberger. New signature spa rituals have been developed with skincare partner Team Dr Joseph.

Sustainability

The resort is climate-positive, meaning it generates more than 10 times its own energy requirements via its private hydroelectric power plant. This site uses a combination of biomass heating and other renewable energy systems. The resort expansion incorporates green roofs and energy-efficient glazing for minimal environmental impact.

Christina Habersatter

Pricing

Rates start at €217 (US$254, £189) per person per night to stay at the property based on two people sharing a room on a Gourmet Pension Premium board basis. This package includes breakfast, lunch, afternoon refreshments and a gourmet dinner. In January, when Spa Business first wrote about the project, the price of the same package was €191 (US$209, £163) per person per night.

TAP OR SCAN

Subscribe to the next edition of Spa Business and read a first person review of the new spa at www.spabusiness.com/signup l

http://lei.sr/6p8q4_B

SPABUSINESS.COM issue 3 2026 31

spa business buzz

Live news: www.spabusiness.com

Midjourney enters wellness with body scanning concept

Lee Spas and Wellness has revealed the design for a wellness destination concept for AI company Midjourney that blurs the boundaries between spa, fitness and preventative healthcare, with the goal of improving public health. Midjourney is a generative AI research company known for offering its users a way to create detailed stylised images and videos from text descriptions via a chat-style online platform. It is a community-backed research lab. The 24,000sq ft flagship Midjourney Spa is scheduled to open at the end of 2027 in San Francisco, USA. The company plans to scale the concept to more cities in 2028.

Spread across four floors, the San Francisco destination will offer classic spa experiences such as a thermal circuit with hot tubs, saunas and plunge pools, as well as a gym, a multi-purpose live music room, group tea tastings and touchless longevity treatments.

Midjourney scanners

Midjourney has expanded into healthcare, with the creation of its Midjourney Medical division. This division is creating a body scanner that is expected to provide 3D ultrasonic CT imaging quickly within a wellness setting. Midjourney believes that with enough early imaging, the world could avoid 30 per cent of all deaths and 50 per cent of all healthcare costs.

BASALT ARCHITECTS

TLee Spas has designed the spa concept in collaboration with Basalt and Rapt Studio

32 SPABUSINESS.COM issue 3 2026

BASALT ARCHITECTS TLEE SPAS

Jeanine Allpress-Cliffe

Midjourney Spa is an innovative blend of what it means to be human in an AI-driven world Jeanine Allpress-Cliﬀe, president and MD of TLee Spas and Wellness At the centre of the new facility will be nine of these full-body Midjourney Scanners that have been developed by the company’s engineers. A guest will walk onto a platform in shallow water, which descends like a lift into a private pool so the person can be scanned by rings of underwater sensors. The devices will provide non-invasive ultrasound imaging of the body using sound waves to visualise organ and tissue segmentation plus structural imaging of the torso and legs. The 3D mapping has been designed to be accurate to a fraction of a millimetre, similar to an MRI, with the generation of images nearly 100 times faster. Midjourney says it wants the scanning to take no more than 60 seconds. The technology requires enormous computational power, producing terabytes of data each second. The aim is to help the public track changes to their bodies over time and encourage them to adopt preventative behaviours. Regular scans will build a library of health data for guests. David Holz, founder and CEO of Midjourney, said: “It’s designed as a place you genuinely want to go, alone or with friends. The scans become almost incidental and you barely think about them when visiting.”

Guests step onto a circular platform that descends like a lift into the Midjourney Scanner pool

Jeanine Allpress-Cliffe, president and MD of TLee Spas and Wellness, told Spa Business that Midjourney “plans to launch as a wellness-focused product, offering bodycomposition tracking rather than diagnostic imaging, since broader medical use would require regulatory approval.” Midjourney plans to achieve FDA approval for additional diagnostic uses in the future. Its goal is to have more than 50,000 scanners worldwide by 2031. The company says this will provide it with a scanning capacity of one billion scans per month.

The design

TLee Spas collaborated with Basalt, the company that designed Iceland’s iconic Blue TAP OR SCAN Lagoon, as well as San Francisco-based architects Rapt Studio to create a blended environment with organic forms http://lei.sr/2a7h5_B and tech-driven experiences. ● SPABUSINESS.COM issue 3 2026 33

spa business buzz

Live news: www.spabusiness.com HVL HOTELS

The architectural vision for the resort is by EJE Architects

Laval Hunter Valley to open on Lindeman Estate

rivate hotel owner and developer Hunter Valley Luxury Hotels (HVL Hotels) will open a new luxury resort and tourism destination called Laval Hunter Valley in the second half of 2027 in Pokolbin, Australia. The 65-key property is being built on the 165-acre Lindeman Estate in the Hunter Valley, known for winemaking. The project has attracted AUS$130 million (US$85 million, €74 million, £64 million) in investment from various undisclosed partners, in addition to HVL Hotels’ managing director, Dominic Lambrinos. The aim is to create “an international hotel, made in Australia” which offers global standards with a strong sense of place. Dominic Lambrinos said: “Laval is more than the answer to a longstanding gap in the Hunter Valley’s luxury accommodation segment. It represents an ambition to do something that hasn’t been done before, on the most magical piece of land within the valley. Building from the ground up, we have complete freedom to shape our vision for Laval without constraint. What

34 SPABUSINESS.COM issue 3 2026

we’re creating is a unique experience where intentional contrasts unfold at every turn, designed so our guests can experience the joy of feeling something new”. HVL Hotels says the project is expected to generate approximately AUS$49 million (US$32 million, €28 million, £24 million) per annum in economic activity and create up to 479 jobs in construction and ongoing operations.

Architectural vision

The architectural vision for the resort is by EJE Architects, with interiors by Some Studio. Technology by Bang and Olufsen will be integrated across the property to provide music and a technology-enabled arrival system. One of the pavilion-style villas will be a wabi sabistyle presidential villa by Tonkin Zulaikha Greer, with uninterrupted views of the surrounding landscape. Lisa Howard of TCL Landscape Architects has designed the grounds’ immersive art installations, meadows, calming meditation

HVL HOTELS

areas, a Wollemi pine grove and a 25m redtiled pool alongside the Shiraz vineyard. There will be three dining venues, a kitchen garden and a private helicopter landing facility.

Veraia Spa

The resort’s Veraia Spa will be a two-level 1,000sq m longevity-led wellness centre with 15 treatment rooms. It has been designed by Nikki Lambrinos, wife of the managing director. Nikki told Spa Business: “Veraia Spa has been created with the intention of offering something Australia hasn’t really experienced before. It’s a place where advanced longevity technology, clinical treatments and traditional spa rituals all sit together in one considered sanctuary. There’s incredible innovation within the spa, from recovery and regenerative therapies through to cutting-edge treatments, but what makes it truly special is the setting. When guests step outside the spa, they are immediately greeted with the calming effects of the surrounding nature, gardens and vineyard landscape.” The spa will offer medical-grade treatments focused on recovery and regeneration, TAP OR SCAN as well as a thermal circuit. There will also be a 100sq m gym with Nohrd equipment and yoga platforms will http://lei.sr/3m8n6_B extend the experience outdoors. ●

Dominic Lambrinos

What we’re creating is a unique experience where intentional contrasts unfold at every turn Dominic Lambrinos, MD, HVL Hotels

HVL HOTELS

The aim is to create “an international hotel, made in Australia”

SPABUSINESS.COM issue 3 2026 35

spa business collabs

EIH and Bhartiya to develop 20 resorts OBEROI HOTELS & RESORTS

EIH Limited, the company that owns and operates Oberoi Hotels and Resorts, has formed a partnership with the hospitality division of Indian conglomerate Bhartiya Group to develop and operate 20 “uber-luxury lifestyle resorts” in India and other international destinations. The Bhartiya Group has interests in fashion, real estate and infrastructure development, as well as hospitality. Bhartiya will use its expertise in master-planning large-scale, sustainable lifestyle communities to develop the properties. The Oberoi Group, which has stakes in EIH Limited, will bring its operational expertise to the new resorts. Arjun Oberoi, executive chair of The Oberoi Group, said: “The seamless interplay between architecture and landscape will

EIH owns and operates Oberoi Hotels and Resorts

create environments that are both restorative and inspiring.” Three initial properties are scheduled to open by 2030 in India’s south-western state of Karnataka, in the tourism destinations of Coorg, Kabini and Hampi.

The new lifestyle resort concept will focus on joyful wellness that feels “intuitive and uplifting, TAP OR SCAN rather than prescriptive or regimental.” Designled sites will have http://lei.sr/2d7v6_B immersive gardens.

Therme Group co-creates carbon calculator

THERME GROUP/ DP ARCHITECTS

Therme Group has unveiled a carbon footprint calculator designed for industry operations to measure emissions for individual visits in real time, create benchmarks and reduce them. The Spa and Wellness Dynamic Emissions Calculator (SPA-DEC) is a tool created via a knowledge transfer partnership between Therme Group and the UK’s University of

Surrey and can be used by a wide range of facilities, from spas to health clubs, theme parks and museums. Therme Group provided access to live operational data from its facilities and co-financed the project with the UK government’s innovation agency, Innovate UK. SPA-DEC allows operations to generate transparent per-visitor emissions data. It does this by

Therme Group gave researchers access to operational data

combining live metred data for water and energy with normalised non-metred sources, including waste and staff travel. The calculator was tested at a small sports park facility and a large wellness resort. Therme Group and the researchers say this is the first time operators of destinations of any size will be able to measure individual visits in real-time. This tool joins a growing suite of real-time emissions calculators for the visitor economy – which includes the ATP-DEC, the Air Travel Passenger Dynamic Emissions Calculator. Dr Robert Hanea, founder and CEO of Therme Group, said: “The wellness and wider leisure industry now has a peer-reviewed, TAP OR SCAN real-time, bottom-up carbon footprint http://lei.sr/h6A6s_B calculator of its own.”

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spa business people news Anna Bjurstam leaves Six Senses to launch new company Wahayla Anna Bjurstam – who left her role as wellness pioneer at Six Senses Hotels and Resorts at the end of June – has launched a new wellness, longevity and ‘consciousness consultancy’ called Wahayla.

Both Raison d’Etre and Six Senses are owned by IHG. Bjurstam sold Raison d’Etre to Six Senses in 2013, then both were purchased by IHG in 2019.

Bjurstam is the founder of Wahayla

We work at the intersection of science, human experience and the energy that moves through both Anna Bjurstam

Aditya Saluja, an industry leader in luxury wellness and hospitality, has been appointed as commercial director of spa and wellness for the spa management division of Minor Hotels, MSpa International.

Saluja will lead the commercial strategy for MSpa, focusing on growth and innovation. Prior to his new appointment, Saluja led commercial strategy at The Farm at San Benito in the Philippines. He oversaw the property’s integration into Marriott’s Autograph Collection. He has also worked for Six Senses, based at Six Senses Vana in India, where he developed a strategy for business expansion across Europe and the Middle East. His wellness career began at Ananda in the Himalayas. Saluja said: “I’m excited to join Minor Hotels at a time of strong momentum in the wellness space. There is a clear opportunity to elevate MSpa through focused 38 SPABUSINESS.COM issue 3 2026

There is a clear opportunity to elevate MSpa through focused commercial strategy

MINOR HOTELS

Aditya Saluja joins MSpa International as commercial director

Aditya Saluja

commercial strategy, innovation and meaningful guest engagement. I look forward to working closely with the team to drive sustainable growth and deliver experiences that truly resonate.”

He will use AI tools to enhance performance, personalisation and revenue outcomes in his new role at Minor Hotels. Read more about plans for MSpa in an interview with the TAP OR SCAN founder of Minor Hotels’ parent company Minor International, William http://lei.sr/M4V2H_B Heinecke, on p52.

Saluja previously led commercial strategy for The Farm at San Benito

SIX SENSES

Bjurstam is well known for co-founding spa consultancy Raison d’Etre, launching Scandinavian fitness chains and her 13 years at Six Senses, leading wellness for the brand. She recently oversaw Six Senses’ launch of the brand’s first members’ club, Six Senses Place at Six Senses London, which opened earlier this year.

Wahayla is an ancient Aramaic word that means feeling power and life energy in the heart. Bjurstam has developed a somatic meditative practice of the same name, based on her decades of personal meditation practice. Bjurstam said: “What we do is work at the intersection of science, human experience and the energy that moves through both.” The company will work with leading hotel groups, wellness companies, medical clinics, conferences and corporations to build rare wellbeing experiences. It will provide services including consulting, concept development, strategic TAP OR SCAN advisory, keynote speeches and an expanding platform http://lei.sr/G9R6y_B of partnerships.

spa business people news Carrie Walsh brings franchise expertise to Hand and Stone SUBWAY

Hand and Stone Massage and Facial Spa, the spa brand with more than 650 locations across the US and Canada, has appointed franchise expert Carrie Walsh as CEO as the company plans further expansion.

Walsh replaces Todd Leff, who was serving as interim CEO and chair. Leff will remain chair of the board. Walsh has left her role as interim CEO of consumer franchise brand Subway to join Hand and Stone. In this role, she worked on the global profitability and expansion of the

We’re also preparing to unveil a refreshed brand look Walsh left her role as interim CEO of Subway to join Hand and Stone

Carrie Walsh

company, building on the work she did as president of Subway’s MENA region – where she oversaw 6,000 franchise locations. Before these franchise leadership positions, Walsh held senior marketing roles for brands including Pizza Hut, PepsiCo and North American arts and crafts retailer Michaels. Walsh told Spa Business exclusively: “We’re at a really exciting point in Hand and Stone’s growth. As we continue expanding our network of more than 650 locations across key markets, we’re also identifying new ways to elevate the brand experience for our guests. Hand and Stone already has such a strong foundation. I’m TAP OR SCAN excited to build on that by continuing to evolve our services and our http://lei.sr/2b5N2_B membership model.”

SHUTTERSTOCK/ LEV RADIN

Jared Kushner and Ivanka Trump’s Albanian island project sparks protests Mass protests have broken out in Albania over the development of a luxury resort by Donald Trump’s daughter, Ivanka Trump and her husband, Jared Kushner.

The country has seen thousands of protesters demonstrating against environmental damage that could result from developing the Albanian island of Sazan. The investment is estimated to be worth US$1.6 billion (€1.5 billion, £1.2 billion). The site is being developed by Sazan Real Estate Development in partnership with Kushner’s investment firm, Affinity Partners. Studio Genesis created renderings for the project. The plan is for a luxury resort that includes hotels, 40 SPABUSINESS.COM issue 3 2026

Jared Kushner and Ivanka Trump plan to develop Albania’s only island

a marina, commercial spaces and more than 1,500 residences. Ivanka Trump announced in an interview with podcaster Lex Fridman in 2024 that Aman will operate a luxury hotel TAP OR SCAN at the resort, but this arrangement is not confirmed and Aman http://lei.sr/W4X6D_B has not commented. l

We developed the opportunity to help realise its [the island’s] potential Ivanka Trump

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spa people by Lisa Starr, contributing editor

I’ve spent more than US$2.5 million on reversing my age Dave Asprey, founder, Upgrade Labs

42 SPABUSINESS.COM issue 3 2026

Dave Asprey calls himself the ‘father of biohacking’

BRIOFIVE

ust back from Dave Asprey’s Beyond Biohacking Conference, now in its 14th year, there’s no denying the entrepreneurial ecosystem he’s built around the concept of human optimisation. More than 4,000 delegates and 140 exhibitors descended on the event to explore everything from hyperbaric chambers and lymphatic compression suits to supplements. Asprey, who claims to have coined the term biohacking, is perhaps best known for Bulletproof coffee, but is also the founder of Upgrade Labs – his high-tech health, wellness and fitness concept. Launched in 2021, there are now nine Upgrade Labs franchises across the US and Canada, with an aim of at least 30 (some reports suggest 100 more) and its first international site will be in Dubai. He declares he’s spent more than US$2.5 million (€2.19 million, £1.87 million) on reversing his age and that he’s lost 100lbs in weight and today boasts only 4.8 per cent body fat.

UPGRADE LABS

Upgrade Labs’ tech-driven approach is designed to deliver faster results

His personal claims are bold and not without sceptics, but distract from a more interesting story – how he’s turning biohacking into a scalable business model that challenges traditional spa conventions.

Selling outcomes

Upgrade Labs is a technologydriven environment combining recovery, performance, cognitive support and body-composition analysis. Its offering spans red light therapy, cryotherapy, AI-powered strength and movement sessions, PEMF, neurofeedback, compression and metabolic training. Individual ‘Upgrade’ services, available to non-members and members, last around 10-30 minutes and start at around US$36-US$45 (€31-€39 , £27-£33). Yet Asprey insists the technology itself isn’t the point. “The spas losing ground are still selling standalone treatments: a massage, a facial,” he says. “Those are great, but can you prove they’re making you younger? The spas thriving in the longevity economy are selling outcomes and have data to back them up.”

I don’t want to trawl through a whole menu of massages, I want a spa to tell me what I need It’s a philosophy he’s expressed before, saying he doesn’t want to “trawl through a whole menu of massages”. Instead, he’d rather a spa simply tell him what he needs, how long it will take and how success will be measured. This doesn’t mean spas should overpromise or stray into medical territory. But it does suggest opportunities to frame services around observable outcomes – from post-flight recovery and stress resilience to mobility, sleep support or skin health – rather than simply listing treatments by time and technique.

Measuring what matters

If outcomes are the destination, data is how Asprey believes operators should get there. An Upgrade Labs experience begins with assessment and

measurement. Its Cell Health Analysis provides information on body composition, hydration and other biomarkers before recommending technologies or protocols. “What that looks like in practice is before and after measurements on inflammation markers, HRV, cortisol, recovery scores,” says Asprey. “When a client can see what a protocol did to their biology, the value is self-evident. That’s what keeps people coming back.” Asprey says results from the Cell Health Analysis are interpreted by a trained member of staff who explains them to a client face to face. These are used to create a personalised 12-week protocol, mapping out the technology and modalities based on their specific body composition and goals. Unlimited monthly rescans are used to track change over time. SPABUSINESS.COM issue 3 2026 43

spa people

Members stay for 9.6 months on average and visit 3.5 times a week

UPGRADE LABS

Over an average three-month client journey, he reveals there’s a 0.3lb increase in muscle mass, a 2lb decrease in body fat, a 0.0014 decrease in inflammation markers and 0.0079 phase angle rise – an indicator of cellular health and body composition quality. The clientele skews older, so maintaining or slightly increasing muscle while losing fat is a more meaningful outcome than raw numbers suggest. Similarly, any incremental phase angle is significant, he adds. Overall, the goal is healthy ageing. Most spas won’t want – or need – to invest in sophisticated diagnostics. But the principle is transferable. Lifestyle questionnaires, skin analysis, sleep assessments, body-composition testing or wearable data can all provide a starting point for more personalised recommendations and follow-up. 44 SPABUSINESS.COM issue 3 2026

When a client can see what a protocol did to their biology, the value is self-evident Retaining clients

Asprey explains that the Upgrade Labs approach is as much about retention as technology. Guests who can see progress have a reason to return, while staff have a framework for recommending the next step. The one-off treatment becomes an ongoing programme. Recent numbers show that memberships account for 81.8 per cent of revenue across all sites, with a la carte services, packages

and retail products making up the rest. Membership prices vary across locations, but range from US$99-US$179 (€86-€155, £73£133) for the basic Foundation tier and US$199-US$329 (€173-€285, £147-£244) for the Evolve mid-level offer and go up to US$269-US$449 (€233-€389, £199-£333) for Amplify, the top tier. Active members stay for 9.6 months on average and visit 3.5 times a week.

Less effort, better results

Perhaps the most commercially interesting aspect of Asprey’s philosophy is efficiency. He’s previously argued that the goal isn’t simply to improve results – it’s to improve them while reducing the time and effort required from the client. If members achieve better outcomes in less time, they spend

DAVE ASPREY’S BEYOND BIOHACKING CONFERENCE

Asprey takes centre stage at his 14th Beyond Biohacking Conference

and membership-based wellness journeys could all appeal to increasingly time-poor consumers. The question isn’t whether every spa should become a biohacking centre, but whether efficiency and measurable outcomes should play a bigger role in the guest experience.

Technology and touch

One of the understandable concerns in the spa world is that

advanced wellness technologies could erode the human essence of the business. If guests are moving from one machine to another, where is the care and hospitality? Asprey rejects the idea that people are something to be replaced. “Walk into any Upgrade Labs site and a knowledgeable human greets you, consults with you on your biomarker data and helps you understand what the tech is showing,” he says.

DAVE ASPREY’S BEYOND BIOHACKING CONFERENCE

less time occupying equipment, utilisation increases and operators can justify premium pricing because the focus is on measurable value rather than minutes delivered. That thinking underpins Upgrade Labs’ business model, where adaptive technologies and recovery modalities are designed to work in relatively short sessions. Tools such as The AI Strength Trainer adjust resistance as the client moves, for example, and The Metabolic Trainer is designed to help the body use oxygen better. Typical session times last 20-40 minutes and in the Performance and Recovery categories they’re about 22 minutes on average. Asprey says “most clients only need to come in two to three times a week to see results, versus the longer, more frequent sessions a traditional gym routine typically requires”. For spa operators, the implications are intriguing. Express recovery programmes, targeted performance packages

The event attracted 140 biohacking exhibitors and 4,000 delegates

UPGRADE LABS

spa people UPGRADE LABS

Spas could learn from Upgrade Labs’ tailored programmes and follow ups

Cryotherapy is just one of the interventions available

The machine gives you precision and data and the human gives you context

46 SPABUSINESS.COM issue 3 2026

work. Spas owe it to their clients to do the same kind of research.” For spa operators considering new technologies, that’s perhaps one of the most practical takeaways. Equipment should be selected not because it’s the latest trend, but because it has a clear role within the guest journey, can be supported by appropriately trained staff and evidence and fits the commercial model of the business.

Asprey plans to take the Upgrade Labs franchise global

The winning blend

In conclusion, Upgrade Labs is not a spa in the traditional sense and many of Asprey’s more ambitious claims will continue to divide opinion. But consumers increasingly expect wellness to be personalised, measurable and backed by evidence. As Asprey puts it: “The winning blend is expert humans, community, and technology precise enough to show you exactly what’s working.” Whether or not operators agree, it’s a conversation the spa industry can no longer afford to ignore. l

BRIOFIVE

“It’s the machine that gives you precision and data and the human that gives you context.” That philosophy is perhaps where Upgrade Labs comes closest to traditional spas. The technology may provide the intervention, but people remain central to the experience. A therapist, aesthetician, wellness concierge or recovery specialist can interpret a guest’s goals, explain the science, adapt the programme and provide reassurance in a way no machine can. Asprey is equally clear that operators shouldn’t invest in technology simply because it’s fashionable. “At Upgrade Labs, we don’t offer anything we haven’t rigorously tested for efficacy. That’s the standard,” he says. He continues: “Quality is important too. Not all red light therapy beds are effective. Not all PEMF works. At Upgrade Labs we source the highest quality brands and equipment that actually have data behind them that shows they

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The urban hub is what allows Tulah to move from an episodic experience to an ongoing relationship Tulah Clinical Wellness

acked by UAE-based KEF Holdings, a family-owned investment firm, Tulah Clinical Wellness has opened in Kerala as one of India’s first medical wellness destinations. Much more than a resort, however, it marks the latest step in an ambitious vision to create a globally connected wellbeing ecosystem. The concept builds on sister institution Meitra Hospital, developed in collaboration with doctors from Cleveland Clinic, and is set to expand with a network of up to 100 Tulah urban wellness hubs worldwide. A Tulah at Home

48 SPABUSINESS.COM issue 3 2026

programme is also being developed to extend personalised, data-led support into everyday life. At the heart of the ecosystem is the 30-acre Kerala flagship, which blends clinical medicine, longevity science and Eastern healing traditions. Guests follow either a prevention-focused Wellness Journey or a Clinical Journey supporting recovery and chronic conditions, with programmes tailored through a distinctive combination of genomic analysis and traditional dosha profiling*. Chief growth officer Buleza Koci explains to Spa Business

Koci reveals Tulah is even creating its own smart ring

how Tulah intends to bring this wellness ecosystem to life. What led you to Tulah Clinical Wellness?

Originally trained as a pharmacist, I’ve been specialising in business development for pharma, clinical care and health systems for 15 years. I’ve worked with multidisciplinary teams and vertically integrated models spanning manufacturing and homecare and have led a healthtech venture focused on health optimisation and longevity. Across all of it, the thread has always been personalised medicine.

TULAH CLINICAL WELLNESS

The flagship has opened with 65 suites, with room for expansion

TULAH CLINICAL WELLNESS

Buleza Koci, chief growth officer,

We’re not a wellness destination or a medical tourism provider. We’re building a clinical wellness model What drove me to move from sickcare to prevention was a simple frustration: we only started personalising treatment once someone had cancer or was critically ill. That felt wrong and I wanted to change it. That eventually led me to Tulah, where everything I’d been dreaming of comes together – modern diagnostics, clinical rigour, ancient healing systems and a continuity of care that extends well beyond any single encounter. I’m deeply inspired by our founder’s vision and honoured to have joined at the moment we’re taking it to the world. What makes Tulah different?

The Tulah network includes the flagship, up to 100 global hubs and an at-home programme

bringing all three together into one coherent, protocol-driven system. What’s the relationship between the flagship in Kerala and the urban hubs?

The urban hub is what allows Tulah to move from an episodic experience to an ongoing relationship. Our Kerala sanctuary is where deep transformation happens. It’s immersive, nature-integrated and clinically intensive. The urban hub is where that transformation is

TULAH CLINICAL WELLNESS

We’re not a wellness destination or a medical tourism provider. We’re building a clinical wellness model and that distinction is important. Over the past five years, we’ve been developing and rigorously testing protocols that integrate ancient healing systems – Ayurveda, traditional Chinese medicine, Tibetan medicine, yoga, vedanta, and sound healing – into a coherent, medically grounded framework, not an experiential add-on. We’re in the process of publishing a body of research to prove efficacy. That evidence is the foundation of everything we claim. On top of that, we offer a continuity of care that extends meaningfully beyond the stay and we’re taking the model to new geographies. Most operators deliver one or two of these. We are focused on

sustained – diagnostics, follow-ups, continued treatment and therapies embedded into daily life. What is Tulah at Home?

It’s our third layer. We’ve launched an app that integrates with any wearable and it also provides access to nutrition, fitness and wellness practice plans. In addition, we’re developing our own Tulah Ring, for HRV and sleep tracking, which will be medical-grade. SPABUSINESS.COM issue 3 2026 49

spa people What’s the timeline for growth?

The first urban hub will open in Dubai in 2028 and the initial rollout will be funded by KEF Holdings. The Tulah at Home app is already live and complimentary for three months after departure. We’ll be launching a paid membership for this in early 2027. What’s your plan to create a network of 100 hubs?

It’s to ensure we’re always solving a real problem, not chasing a market opportunity. Scaling Tulah means codifying what makes it work at a systems level: the clinical protocols, the multidisciplinary decisionmaking, the guest journey and the data architecture that binds it all together. That foundation is non-negotiable and it’s what makes everything else possible.

From there, we’ll scale through three deliberate pathways: strategic partnerships, a technology infrastructure built to travel and carefully chosen physical locations. What markets are you looking at?

We’re evaluating our first locations beyond Kerala with deliberate care: UAE, Singapore, Germany, US and the UK among them. These early choices will set the tone for everything that follows. Countries that excite us the most are where three things converge: high health awareness, spending capacity to support a premium clinical model and a genuine openness to integrative care. These are places where the conversation has already moved beyond managing illness to building lasting wellbeing. There’s also another dimension. The Tulah guest is, by nature, a

global citizen, moving between gateway cities and we want to move with them. That means being present in the places they live and travel through and building a digital infrastructure that keeps their care continuous between physical visits. Wherever they are, the relationship with Tulah won’t pause. What partnerships will you consider?

We’ll build relationships in the medical, tech and hospitality sectors. Clinical partnerships will ensure the depth and credibility of our model in each new market and help us attract high-calibre practitioners. Technology collaborations will be essential in building the data and personalisation infrastructure that makes continuity of care possible. Partnerships in hospitality and real estate will enable us to secure the right environments, because

TULAH CLINICAL WELLNESS

Restorative spaces have been designed by Studio KKD, LAMI Architects and SquareM

50 SPABUSINESS.COM issue 3 2026

TULAH CLINICAL WELLNESS

Tulah blends Eastern healing traditions with clinical medicine

Personalisation at scale only holds if the data infrastructure and the clinical intelligence behind it are strong enough the physical setting is integral to the Tulah experience. We’re evaluating either standalone facilities as well as those in hotels or other residential developments. Is it really possible to scale a deeply personalised wellness model?

Personalisation at scale only holds if the data infrastructure and the clinical intelligence behind it are strong enough – and that’s where we’ve invested heavily. Every guest has a living health profile that grows richer over time, across visits. The more data, the more precise the care. However, it’s important to understand that data is only part of the answer. Effectiveness ultimately depends on the people delivering the care. As we add locations, building and retaining our clinical and guest

experience teams is as important to us as any protocol or technology. What obstacles do you anticipate?

Regulation – particularly integrating therapies across different medical systems, each with its own framework for what’s permitted and how it must be evidenced. Another challenge is cultural. Western healthcare is highly specialised and deeply siloed. Integrative models require a shift in mindset from both practitioners and patients. The challenge is not only compliance. It’s education and trust. That’s why we’ve spent five years navigating exactly this, building credibility with medical practitioners who were initially sceptical and demonstrating outcomes that speak for themselves.

What’s the long-term goal?

Over the next 15 years, we want to establish Tulah as a platform and a movement. The platform is a global network: clinically rigorous, continuously connected and present in the cities and lives of the people we serve. But we’re equally focused on building a community of practitioners, experts and guests who’ve chosen a healthier, more meaningful life. We call them Tulahites and the movement will take shape when that community grows. That’s the version of success we’re working towards. And we believe we have the foundation, the model and the people to get there. l *Read more details about Tulah Clinical Wellness at www.spabusiness.com/tulah SPABUSINESS.COM issue 3 2026 51

INTERVIEW

I’M IN MY 70S AND HAVE NO INTENTION OF RETIRING. LONGEVIT Y MAKES THAT POSSIBLE

MINOR HOTELS

Wellness capability is now one of the first things owners ask about, says Heinecke

William Heinecke The founder and chair of Minor International reveals the group is on the brink of rolling out a global network of medi-wellness retreats, hubs and residences that will keep guests coming back for more. Katie Barnes reports

illiam Heinecke started Minor International (MINT) with borrowed money as a teenager and has spent more than five decades building the Thai-listed group, which today spans hotels, restaurants and associated hospitality ventures. Its hospitality arm, Minor Hotels, has more than 640 properties across 71 markets, under brands such as Anantara and Avani, alongside 77 spas. In 2025, it generated THB133.2 billion (US$3.98 billion, €3.46 billion, £2.96 billion) in core revenue, with profit up 32 per cent to THB6.8 billion (US$203.36 million, €176.68 million, £151.29 million). Here, Heinecke explains how Minor is undergoing a fundamental shift in its approach to wellness, as it moves from hotel amenity to reason to book. Underpinning this is Life by Anantara, a medi-wellness concept introduced at Anantara Layan Phuket in 2024, which is already showing strong commercial traction. The business is now preparing to build a global Life ecosystem of retreat facilities, hubs and residences, backed by a systemised aftercare programme to extend the guest relationship beyond checkout. Another key differentiator is MSpa, Minor’s in-house spa management business, which Heinecke expects to “grow faster than the group”.

WHAT’S DRIVEN YOUR INTEREST IN WELLNESS?

I started Minor at 17 with borrowed money. The business came first and I assumed health would take care of itself. It doesn’t. I’m now in my 70s and in recent years I’ve started spending a lot of time on wellness and now I’m sharing that passion with the entire company and all of our guests. I have no intention of retiring and longevity is what helps to make that possible. The commercial logic has caught up with the personal one, too. Wellness is one of the fastest-growing segments in travel and we’re headquartered in Thailand, arguably the wellness capital of the world. When your home advantage and the biggest opportunity in the industry point in the same direction, you’d be foolish not to pay attention. WHEN DID YOU REALISE ITS IMPORTANCE?

The pandemic. At the worst point, we had 525 of our 550 hotels closed and we lost a billion dollars in eight quarters – I’d never lost anything like that before. What struck me most, though, was what happened when guests came back. They asked different questions. The kind of travel happening now means more wellness, more space and more safety when people travel. Health had become the ultimate luxury and people were prepared to travel for it and pay for it. That’s when I knew wellness had crossed from amenity to reason to book.

WE’RE ABOUT TO L AUNCH A GLOBAL WELLNESS ECOSYSTEM AND THERE’S A CLEAR PIPELINE BEHIND IT SPABUSINESS.COM issue 3 2026 53

MINOR HOTELS

INTERVIEW

WHO ARE TODAY’S WELLNESS GUESTS?

They arrive informed – wearing the same rings and bands I do [see p58], often with their own data, and they expect us to meet them at that level and beyond. Wellness expectations now extend to prevention, longevity and holistic wellbeing and guests want authentic, locally-rooted experiences and meaningful memories – not just physical hotels. It’s also become wonderfully multi-generational, which is a travel trend I’ve been watching gain momentum for years and we now see women, for example, choosing to travel together – mothers and daughters, sisters, lifelong friends – seeking experiences that offer learning, bonding and meaningful rest. That was rare even five years ago. WHAT DO YOUR WELLNESS FACILITIES CONTRIBUTE COMMERCIALLY?

Wellness is an integral element of any stay with Minor Hotels – I said that when we opened the first Layan Life medi-wellness retreat centre in 2024 and I believe it more now than I did then. But the honest answer is they’ve become a business in their own right. At our flagship in Phuket – Layan Life by Anantara – wellness isn’t something guests discover after they’ve booked, it’s the reason they book. Over the first half of 2026, Layan Life guest nights grew more than threefold year-on-year. 54 SPABUSINESS.COM issue 3 2026

Bangkok Life is the brand’s first mediwellness urban hub

MINOR HOTELS

The flagship Layan Life medi-wellness retreat opened in Phuket in late 2024

WHEN WELLNESS FILLS ROOMS IN ITS OWN RIGHT, YOU TREAT IT AS A DRIVER OF THE WHOLE ASSET

Fitness and lifestyle coaching are a key element at Layan Life

The commercial model isn’t about charging a premium room rate, it’s that a wellness guest engages far more deeply with the property, so the value per guest is materially higher. When a wellness concept can fill rooms on its own strength, drive rates, increase spend, extend stays and bring people back, you stop calling it a facility and start treating it as a driver of the whole asset. WHAT ARE YOUR PLANS FOR LIFE BY ANANTARA?

The Layan Life facility is the proof of concept for everything that follows. It’s where we’ve tested the integrated model before scaling it. Bangkok Life, which is currently in the launch phase, is the next step, taking our brand and remoulding it into an urban setting. We’re being deliberate rather than secretive about our plans. We’re about to launch a wellness ecosystem that’s designed to span three formats: retreats, urban hubs and residences – and there’s a clear pipeline behind that. We’ll name locations as each is ready to be announced rather than putting a headline number out ahead of it. What I’ll say is that these two facilities in Phuket and Bangkok are the first of many. WHY ARE YOU CONFIDENT THAT WELLNESS IS A SOUND INVESTMENT?

Because we’ve watched it happen. Layan Life went from opening to international acclaim in its first year, with immersive retreats from US$1,000 (€867, £741) a night. But it requires serious investment and has to be commercially viable – half-hearted wellness, a treatment room and a fruit bowl, is the worst of both worlds. You need the right destination, the right talent and the patience to build credibility. SPABUSINESS.COM issue 3 2026 55

MINOR HOTELS

INTERVIEW

CONTINUING CARE IS THE WAY FORWARD… LIFETIME VALUE IS THE REAL SCOREBOARD

The Layan Life approach blends traditional Thai therapies with longevity medicine

WHAT WELLNESS KPIS DO YOU MEASURE?

ARE TRADITIONAL SPAS DYING OUT?

All the usual metrics matter. But the thing I watch most closely is the relationship. With our new Life After Layan membership, the journey continues post-checkout – virtual doctor consultations at one, three and six months with ongoing personalised support. The follow-up scales with the stay: a shorter retreat gets one consultation, a sevennight stay gets two, 10 nights or more gets three. This is the year we fully embed the post-visit membership in Phuket, so it’s early for complete metrics, but the point is structural – continuing care is the way forward and we’re also planning a global medi-wellness membership. A guest who returns every year to check in on their health is the best economics in hospitality: high value, high loyalty and they then bring their family. Lifetime value is the real scoreboard.

There are new approaches such as recovery, longevity and preventative health. However, it’s not either/or and I’d caution anyone who assumes the traditional spa is the past. Start with what a spa actually does. It reduces stress – and stress isn’t a mood, it’s a health outcome. It shows up in your sleep, your blood pressure, your recovery and eventually in how long you live. So an hour that genuinely switches someone off isn’t the indulgent thing sitting next to the serious wellness. It is wellness, in its most enjoyable form. A great deal of what we now file under prevention also arrives through the spa. In Thailand, healing traditions aren’t a treatment menu – they’re a cultural inheritance, passed down and practised for centuries and the spa is where most guests encounter them for the first time. In truth, the categories matter far more to our industry than they do to the guest. Nobody comes out of a treatment asking whether what helped them was a spa therapy, a traditional practice or a medical intervention. They just know they slept better. What has changed is what now sits alongside it. Guest expectations have moved towards prevention and longevity – biohacking, as a good number of them now call it – and that’s where we’re responding with integrated concepts. It’s exactly why Layan Life is a whole-of-life

DOES WELLNESS EVER SWAY YOUR CHOICE OF A HOTEL PROJECT?

Increasingly, yes. Wellness potential is now part of how we look at a project – the site, the nature around it, whether the destination has a genuine healing culture, whether we can attract the practitioners. Two comparable opportunities and the one where wellness can lead the positioning will usually win. Owners and partners have noticed the same thing – wellness capability is now one of the first things they ask us about. 56 SPABUSINESS.COM issue 3 2026

MINOR HOTELS

Wellness guests engage far more deeply with a property

I’D CAUTION ANYONE WHO ASSUMES THE TRADITIONAL SPA IS THE PAST approach for every age and stage, blending longevity medicine, complementary therapies and personalised lifestyle coaching, which we can grow across the portfolio and beyond. The two need each other. The more people measure themselves, the more they come to value the hour that isn’t measured at all.

An hour that switches someone off is wellness in its most enjoyable form, says Heinecke

HOW IMPORTANT IS WELLNESS OUTSIDE THE SPA?

Essential. You can’t sell a longevity programme and then serve a breakfast that undoes it. So we’re embedding wellbeing across the stay: wellness and longevity menus in our restaurants and science-backed fitness through our Technogym partnership, available through in-room entertainment and the Minor Hotels app. The properties that get this right don’t feel like hotels with wellness added on. They feel like places that are simply good for you. WHERE DO YOU SEE THE BOUNDARY BETWEEN HOSPITALITY AND HEALTHCARE?

MINOR HOTELS

It’s blurring and we should be honest about where we sit. We’re not hospitals and shouldn’t pretend to be. What we can do is bring advanced diagnostics, medical science and evidence-based practice into an environment where people want to spend time, blending medical expertise with authentic cultural experience and partnering with genuine medical specialists where it’s needed. A doctor gives you 10 minutes and a prescription; we can give you a week that changes your habits. SPABUSINESS.COM issue 3 2026 57

MINOR HOTELS

Wellness drives rates, increases spend and extends stays, says Heinecke

MINOR HOTELS

INTERVIEW

Today’s guests arrive informed and expect to be met at that level

AS WE GROW TOWARDS 850 HOTELS, I E XPECT MSPA TO GROW FASTER THAN THE GROUP ITSELF The two aren’t competitors. Done well, hospitality becomes the place prevention actually happens. WHAT ROLE DOES MSPA INTERNATIONAL PLAY TODAY?

MSpa has been our engine since 1999 – it conceptualises and operates our spas from Bangkok to Dubai and across Europe. Its remit is widening from spa operations to integrated wellness experiences – spa, fitness, recovery, longevity and now Life. We’ve just strengthened its commercial leadership for exactly that reason, because we see wellness as a growth business to be built, not a department to be managed. IS IT THERE FOR OPERATIONAL SUPPORT OR A BUSINESS IN ITS OWN RIGHT?

MSpa is a growth platform, without question. It carries its own commercial ambitions and its own pipeline of concepts and it’s increasingly part of why owners choose Minor – they want a partner who can make wellness perform, not just tick a box on the fit-out. As we grow towards 850 hotels by the end of 2028, MSpa is one of the businesses I expect to grow faster than the group itself. 58 SPABUSINESS.COM issue 3 2026

WHAT’S YOUR OWN APPROACH TO HEALTH AND LONGEVITY?

I wear an Oura ring and I’ve been known to compare sleep scores with journalists. I have a Whoop as well, so I’m well monitored. The fundamentals are simple: sleep well (and I’m fortunate that I sleep well anywhere, regardless of time zone); eat well for your gut health and exercise regularly – then you’re on your way to a longer, healthier life. Balance is important too. I wouldn’t call myself a workaholic. I love what I do, but I also have passions outside work and I pursue them actively. I do my health check-ins at our own retreats, which keeps me honest about the product too. Today, longevity isn’t an abstract trend – it’s the plan. I am passionate about my work and I intend to be doing it for a long time yet. If I could give one piece of investment advice to anyone in this industry, it would be this: the best returns I’ve ever had are from sleep. l l To find out more about Layan Life, read our Spa Business interview with Minor Hotels’ CEO Dillip Rajakarier at www.spabusiness.com/rajakarier

credit photo: The Lake Como Edition

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OPINION

Ask an expert...

Commercial success The global wellness economy is booming, but turning a wellness concept into a profitable venture is far from straightforward. Katie Barnes explores the strategies, metrics and pitfalls behind building a credible business case

Business models which integrate wellness throughout have a strong foundation

UNDER A TREE

All developments start with understanding what wellness means to the founder Amy McDonald, founder and CEO, Under a Tree Consulting

Making a business case for a wellness development

starts with understanding what wellness means to the founder, since it’s evolving so rapidly and means different things to different people.

SHUTTERSTOCK/JACOB LUND

We visually illustrate the spectrum of categories from nature-based concepts to more invasive interventions. From there, we have case studies to demonstrate the direct and indirect financial impacts wellness contributes to overall project performance, risks, health benefits and positioning/differentiation. A big mistake founders make is rushing decisions without fully understanding the short- and long-term return on investment. Our advice would be to hire consultants with strong wellness business acumen to validate the model viability before moving into masterplanning, renderings and storytelling. We use proven benchmarks when building models, but prioritise margins and net operating income to ensure the right mix of services, pricing and revenue streams for long-term success. Only then do we make recommendations on layout and design. Other key questions include whether the offering is an evolution or trend, its relevance to location and brand, guest demand, operational consistency and the true costs of implementation, purchase and ongoing maintenance. Businesses that combine high-touch services with offerings that are less labour dependent, such as memberships, digital programmes, social recovery and strategically activated retail experiences, tend to generate higher profit margins, are more resilient and can scale more efficiently while meeting strong consumer demand. Concepts must balance differentiation with flexibility for consistent delivery across locations, models and cultures. We recommend a strong baseline adaptable to local relevance while supporting the core brand. Long-term funding is essential to ensure stability, consistency and sustainable growth and needs to be secured before expansion.

SPABUSINESS.COM issue 3 2026 61

OPINION

I come at this from a private equity perspective – L Catterton is the largest dedicated consumer private equity firm in the world, with 18 offices and over US$40 billion (€34.9 billion, £30.2 billion) under management. It’s important to understand that when we invest, it has to perform. There’s no room in the private equity model for the investment not working. That means we’re constantly asking whether a concept is truly sustainable, because while wellness is a privileged category where nearly every metric is going up and to the right, that in itself creates a challenge – how durable is that growth? For me, it starts with being thesis-driven. We utilise a significant amount of research, insight and experience to build conviction before we invest. It’s not necessarily about what’s working today – everyone can see that and price it. It’s about what’s coming next and whether your concept can still be relevant and valuable in 10 years’ time. I have to be confident that

there’s a long-term proposition in the business, not just a hot moment. One of the biggest mistakes I see is founders leaning into what’s socially relevant today without regard to tomorrow. There are plenty of concepts that generate a lot of cash flow in the short term but will likely have limited terminal value. As an investor, I’m always asking: is this enduring, or is it temporal? That distinction is critical. As a brand you also have to be very clear on who you are. Are you a leader, a fast follower, a niche player? You can win in any of those positions, but you need to recognise your model and, importantly, communicate why you make a difference. If you have attributes of a commodity and a business model with a shallow moat, that will show up in your valuation.

JACK EMMERSON

SHUTTERSTOCK/GAUDILAB

Marc Magliacano, managing partner, L Catterton

The opportunity is huge – people want to spend on wellness – but they want more. They want to feel empowered, they want authenticity, and increasingly they want integrated solutions. Wellness is not a winnertake-all market, but the brands that will best succeed will be the ones that can offer a trusted, integrated experience delivering results. Ultimately, the concepts that attract capital are the ones that combine strong consumer demand with clear differentiation, operational discipline and a credible path to long-term value creation.

As an investor, I’m always asking: is this enduring, or is it temporal?

L Catterton is a major investor in the wellness sector

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OPINION

Anna Bjurstam, founder, Wahayla Retention and lifetime value are the most critical metrics in wellness

One of the biggest hurdles is that wellness is often treated as a concept, not an operating model. Many underestimate the required investment in expertise, systems and integration. Without clear positioning, scalability and measurable outcomes, wellness risks becoming a cost centre rather than a value driver. The most successful businesses combine a strong conceptual framework with operational depth.

Ultimately, scalability depends on systems, not individuals. If a concept relies on one personality, it won’t scale

SIX SENSES

because true wellness creates loyalty. Utilisation rates, repeat programme participation and guest outcomes matter more than short-term customer acquisition cost. Margin is important, but long-term brand equity and guest transformation ultimately drive sustainable financial performance.

You need leadership plus subject matter experts, standardised systems and local ownership. Co-creation with on-site teams builds engagement, while centralised frameworks ensure consistency, scalability and long-term resilience beyond individual talent. For entrepreneurs bringing new concepts to market, clarity is essential. Your philosophy, position, integration and scalability must align. Invest early in expertise and systems, not just branding, and bring in specialists where needed. Build for

replication from day one and involve operators early because execution is where most great concepts fail. A common mistake is following trends instead of defining a position. Too often, concepts rely on one expert and lack operational depth and systems. When that person leaves, it collapses. Wellness is not a marketing layer – it requires infrastructure, expertise and long-term commitment. Ultimately, scalability depends on systems, not individuals. If a concept can be delivered consistently across locations, supported by SOPs, training platforms and defined roles, it can grow sustainably.

Sonal Uberoi, founder and wellness director, Spa Balance Consulting When structured to influence total guest value, not just treatment revenue, wellness becomes emotionally compelling and financially viable SONAL UBEROI

SONAL UBEROI

64 SPABUSINESS.COM issue 3 2026

Founders often mistake trends for strategy, focusing on what’s popular rather than what’s sustainable. Without clear positioning, operational depth and financial structure, concepts remain fragmented. A compelling idea may attract attention, but it’s consistency and clarity that determine long-term success. The key is to start with clarity, not creativity. Define who you’re serving, what problem you’re solving and what outcome you’re delivering. Too many concepts are built around ideas rather than needs. In hospitality, the business case for wellness will continue to fall short until it’s understood to be a commercial lever, not a cost centre. It becomes difficult to justify investment when spas are viewed as a facility rather than a fundamental asset that can positively impact brand positioning, guest outcomes and drive revenue. To overcome this hurdle, wellness needs to be designed as an integrated system, not a standalone concept.

This means aligning guest needs, operational delivery and commercial objectives from the outset. When wellness is structured to influence total guest value, not just treatment revenue, it becomes both emotionally compelling and financially viable. Wellness should be evaluated through its impact on the wider business. Key metrics include length of stay, total guest spend, repeat visitation and overall guest value. Treatment revenue alone offers a limited view; the real measure of success is how wellness enhances the entire guest journey, commercial performance and total asset value. l

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Lip service he demand for non-invasive aesthetic alternatives is reshaping the professional skincare market. Consumers want visible, clinically-proven results without needles or lengthy recovery periods. At the same time, a growing focus on skin longevity has shifted attention from wrinkle correction towards preserving the skin’s structure, resilience and long-term health. For spas, this presents an opportunity to offer advanced treatments that combine immediate visible improvements with ongoing skin benefits. This demand has inspired G.M. Collin to develop its Hyaluronic Filler Collection – a range that uses hyaluronic acid to plump, firm and hydrate the skin while supporting its natural structure over time.

G.M. COLLIN

G.M. Collin is meeting consumer demand for non-invasive skin rejuvenation with the launch of its new Lip Plumping Oil

“Today’s consumers want skin that appears firmer, fuller and more resilient over time” Myriam Sayer, vice president, marketing and operations, G.M. Collin

G.M. COLLIN

The products help reduce the appearance of fine lines and wrinkles, intensely hydrate, improve skin texture, minimise the appearance of enlarged pores and enhance skin suppleness for a smoother, softer and more youthful-looking complexion. “Today’s consumers are looking for more than wrinkle correction,” says Myriam Sayer, VP marketing and operations at G.M. Collin. “They want skin that appears firmer, fuller, healthier and more resilient. Our objective was to develop high-performance skincare inspired by the visible benefits of aesthetic procedures while remaining non-invasive.” By delivering immediate visible improvements, the collection gives therapists results-driven solutions aligning with consumer expectations.

The latest innovation

The new Lip Plumping Oil from G.M. Collin

66 SPABUSINESS.COM issue 2 2026

The newest addition, Lip Plumping Oil, extends the ‘Lift and Plump’ philosophy of the Hyaluronic Filler Collection to one of the face’s most delicate areas. Lips naturally lose volume, definition, hydration and elasticity as we age. Unlike the surrounding skin, they’re exceptionally thin, produce no natural oils and are continually exposed to environmental stressors, making them particularly vulnerable to dehydration and the appearance of fine lines. Recognising that lip care has become an important part of modern skincare, G.M. Collin developed this

The product is part of the Hyaluronic Filler Collection G.M. COLLIN

dermocorrective lip treatment to go beyond the cosmetic benefits of a traditional gloss or balm. The formula combines clinically recognised technologies that work synergistically to deliver immediate and long-term visible benefits. G.M. Collin has also focused on creating a luxurious sensorial finish that encourages regular use and enhances client satisfaction. Lip Plumping Oil glides effortlessly onto the lips with a silky, non-sticky texture, leaving a delicate shine that enhances their natural colour while delivering lasting comfort. When incorporated into the wider Hyaluronic Filler Collection, Lip Plumping Oil completes the Lift and Plump ritual, visibly restoring hydration, smoothness and youthful-looking volume.

New services for spa operators

For spa operators, the collection offers an opportunity to respond to one of the industry’s fastest-growing trends: delivering clinically inspired, non-invasive skincare solutions that provide visible results while supporting long-term skin health. By combining advanced skincare science with luxurious treatment experiences, the collection helps professionals meet evolving client expectations with confidence. l More: www.gmcollin.com

The science of Lip Plumping Oil l At the heart of the formula is Volulip, which support the skin’s natural structure to promote visibly fuller, smoother and better-defined lips. l Maxi-Lip – a biomimetic peptide – complements this by improving lip definition and helping restore a smoother appearance. l A gentle warming complex with Tocopheryl Nicotinate and Vanillyl Butyl Ether provides instant plumping immediately after application. l Hyaluronic Filling Spheres deliver long-lasting hydration, visibly reducing the appearance of fine lines. l Linefill helps improve the appearance of fullness and reduce the visibility of vertical lip lines. l A blend of ceramides, squalane and mango butter helps reinforce the skin’s lipid barrier and preserve hydration, leaving lips feeling softer, smoother and more comfortable. VOLULIP, MAXI-LIP and Linefill are trademarks

SPABUSINESS.COM issue 3 2026 67

RESEARCH

GETTING SMARTER

evenues from US spas hit US$23.5 billion (€20.39 billion, £17.48 billion) last year, according to the 2026 ISPA US Spa Industry Study. Put another way, that’s an extra US$1 billion (€867.7 million, £744.0 million) over the year and US$2.7 million (€2.34 million, £2.01 million) of new revenue every day. What’s more, average revenue per spa exceeded US$1 million (€867,700, £743,962) annually. Those figures, as shown in Table 1, tell a story not simply of growth, but of a market entering a new phase of maturity. Rather than expanding rapidly through new locations or large increases in visitor numbers, operators are becoming more sophisticated in the way they generate revenue, manage capacity and optimise profitability. The sector increasingly resembles the wider hospitality industry, where commercial performance depends as much on yield management and operational efficiency as volume growth. The additional US$1 billion generated during 2025 was not driven by one extraordinary event, but by balanced growth across the board. Revenue increased by 4.2 per cent, visits by 1.8 per cent and the number of establishments by just 0.4 per cent. The relationship between these numbers suggests the industry's next phase will be shaped less by expansion than optimisation.

REACHING MATURITY

The sector’s post-pandemic recovery is now effectively complete. Spa visits reached 191 million in 2025, almost matching the pre-pandemic peak of 192 million recorded in 2019, while revenues 68 SPABUSINESS.COM issue 3 2026

Colin Mcilheney presented the findings at the 2026 ISPA Conference ISPA

The US spa industry generated an additional US$1 billion in 2025 as operators used pricing, productivity and investment to drive growth. Katie Barnes reports on the latest ISPA research

The industry is no longer recovering – it’s growing continued to set new records. The industry is no longer recovering – it is growing. That changes the strategic conversation. Operators are no longer focused on replacing lost business, but on improving commercial performance within an increasingly mature market. For investors, suppliers and operators alike, this marks an important shift. Mature industries rarely deliver sustained growth simply by attracting more customers. Instead, they become better at monetising existing demand and extracting greater value from existing assets.

A BILLION-DOLLAR YEAR

Expressed as a percentage, 4.2 per cent revenue growth appears modest. In reality, it represents an additional US$1 billion flowing through the US spa economy. US spas produced close to US$2.7 million (€2.34 million, £2.01 million) in extra revenue per day in 2025 compared with 2024 – equivalent to more than US$110,000 (€95,400, £81,800) every hour. Even more interesting is how it was achieved. Employment increased by just 0.2 per cent and spa locations by only 0.4 per cent, indicating that almost all of the additional revenue came

SHUTTERSTOCK/PEOPLE IMAGES

Hydrothermal experiences are being added for differentiation

through stronger commercial performance rather than significant expansion of the sector’s workforce or physical footprint. Average revenue per spa grew to US$1.06 million (€921,470, £790,057), while average revenue per visit increased from US$120.30 (€104.37, £89.50) to US$123.10 (€106.80, £91.59). Rather than attracting substantially more guests, operators are creating greater value from those they already have.

IMPROVING YIELD

The study shows that 24 per cent of spas now vary treatment prices according to the day or time of appointment, while 18 per cent have introduced automated dynamic pricing through their booking platforms. Their emergence suggests operators are, at last, beginning to treat therapist availability in much the same way hotels manage rooms or airlines manage seats, with treatment rooms becoming yield-managed assets.

As therapist time becomes an increasingly valuable resource, maximising revenue from every available treatment hour offers greater commercial returns than simply attracting more guests. Combined with rising average spend per visit, these developments indicate pricing strategy is becoming as important as marketing. Investment is also being viewed by owners as essential to remaining competitive.

TABLE 1: BIG FIVE STATISTICS

2024 (YEAR END)

2025 (YEAR END)

% CHANGE

Revenue

$22.5 billion

$23.5 billion

4.2%

Spa visits

187 million

191 million

1.8%

Locations

21,980

22,060

0.4%

Revenue per visit

$120.3

$123.1

2.3%

2025 (JAN)

2026 (JAN)

Total employees

376,200

0.2%

Source: 2026 ISPA US Spa Industry Study. Currency is US$

SPABUSINESS.COM issue 3 2026 69

RESEARCH

Almost two-thirds (64 per cent) of spas completed facility upgrades in 2025, while more than a third (35 per cent) are planning further renovations in 2026. Rather than occasional refurbishments, the figures point to a sustained reinvestment cycle in which maintaining competitiveness increasingly depends on continually refreshing existing facilities rather than opening new ones.

WHAT’S DRIVING INNOVATION?

SHUTTERSTOCK/PEOPLEIMAGES

The survey provides important context for the headline figures. Although revenues continue to grow, operators describe an increasingly demanding commercial environment. Labour costs remain a concern, alongside rising expenditure on products, energy, rent and other operating costs. Many respondents said the challenge is no longer simply covering higher costs, but increasing prices sufficiently to protect margins while remaining competitive. Those pressures help explain the growing adoption of variable pricing and automated revenue management. Expansion presents further challenges. Operators looking to renovate or relocate cited construction costs and disruption, while others identified access to funding as one of

Spas are boosting productivity from existing staff rather than recruiting

the biggest barriers to modernising facilities. Competition is also evolving, with several respondents reporting competition from neighbouring spas offering thermal experiences, cold plunges and hydrotherapy facilities that they lacked the space or capital to introduce. The pace of physical expansion reflects these pressures. During 2025, an estimated 630 new spas opened while around 550 closed, producing a net increase of just 80 establishments. As competition intensifies and investment requirements go up, less competitive businesses appear increasingly vulnerable.

PROFITABLE SPA MODELS

The 2026 study suggests investment is becoming more selective across all facility types. Resort and hotel spas continue to expand faster than other spa types while generating the highest average spend per visit at US$181 (€157.0, £134.7), compared with US$110 (€95.4, £81.8) for day spas. More than half of resort and hotel spas report profit margins of at least 20 per cent. Although those margins have moderated from the exceptional post-pandemic highs of 2021 and 2022, resort spas remain the industry's strongest financial performers (see Table 2).

SHUTTERSTOCK/ANDREY_POPOV

Behind the scenes, operators are increasingly data-driven and commercially sophisticated

Resort spas are generating the highest spend per visit out of all spa types

The combination of premium pricing, healthy profitability and continued expansion suggests investment is flowing towards the sector's most commercially successful business models. Medical spas also continue their steady expansion despite representing a relatively small share of the market, according to the study. This reflects growing confidence in medically led wellness, longevity and aesthetic services. Record revenues should not be interpreted as meaning every operator is enjoying record profitability. Almost nine in 10 US spas remained profitable during 2025, but success increasingly depends on pricing, operational efficiency and investment rather than favourable market conditions alone.

ENTERING A NEW PHASE

Viewed collectively, the figures suggest the US spa industry has entered an optimisation cycle. If the decade before the pandemic was characterised by expansion, and the years immediately afterwards by recovery, the next phase will be defined by operational excellence. The focus is shifting from increasing volume to maximising the value generated by every treatment room, every therapist hour and every guest visit. The spa experience remains deeply personal, but behind the scenes operators are becoming increasingly data-driven. Commercial sophistication is key and those businesses able to combine operational excellence with exceptional guest experiences are best placed to prosper. l

OPERATING MODELS

l Access to the full 2026 ISPA US Spa Industry Labour constraints are also reshaping operating Study is a complimentary ISPA member benefit. models. Total employment rose by only 700 people Join ISPA to gain access to the full 67-page report: in 2025, while full-time staff remained unchanged. www.experienceispa.com/membership-types Part-timers accounted for all workforce growth and contractor numbers declined. Combined with higher revenues, these figures suggest spas are TABLE 2: KEY RATIOS BY SPA TYPE extracting greater productivity All Day Resort/hotel Other from existing teams as opposed REVENUE PER SPA $1,063,000 $962,000 $2,021,000 $926,000 to continually recruiting. The emergence of dynamic Per visit $123 $110 $181 $153 pricing and automated booking coincides with this workforce Per employed person $62,250 $60,450 $64,530 $72,070 growth plateau. Although the VISITS PER SPA 8,640 8,710 11,190 6,060 report doesn’t establish a direct link, the combination suggests TOTAL EMPLOYEES PER SPA 17.1 15.9 31.3 12.8 more spas are using technology to optimise therapist capacity Source: 2026 ISPA US Spa Industry Study. Currency is US$ rather than simply adding staff. SPABUSINESS.COM issue 3 2026 71

THE LAKE COMO EDITION

SPONSORED

The experience unfolds as a sequence of sensations

The future of wellness A new vision of longevity

he Lake Como Edition offers a fresh take on luxury wellness. At its heart is the Longevity Spa, which was designed and delivered by Myrtha Wellness for owner, Omnam Investment Group. This brings together architecture, technology and the rituals of wellbeing to create an experience rooted in the concepts of longevity and wellbeing. Myrtha Wellness was entrusted with the design and build of the entire spa, from the reception and changing room areas to the treatment rooms, thermal experiences and hydrotherapy pools, culminating in the sculptural fountain that welcomes guests in the hotel lobby. Every space has been conceived as part of a seamless journey, where each transition, material and sensory experience contributes to a deeper sense of wellbeing and the result is a spa designed not simply as a collection of treatments, but as an immersive experience for the body and mind. Shay Zabari , project director, Omnam Group said: “Working closely with Omnam, Neri&Hu and our project team, Myrtha Wellness combined technical excellence and design and build expertise with a highly collaborative approach to create a world-class spa that perfectly realised our vision.” 72 SPABUSINESS.COM issue 3 2026

OMNAM GROUP

Myrtha Wellness has created a Longevity Spa for Omnam Group’s Marriott Edition in Italy

“Myrtha Wellness expertly translated our vision into a world-class, placeinspired spa experience” Shay Zabari, project director, Omnam Group At its core are two ideas that are shaping the wellness sector: holistic approaches and longevity. The holistic approach inspired every design choice, creating spaces that guide guests through a natural circuit of relaxation, regeneration and recovery. Meanwhile the concept of longevity lies at the heart of the thermal journey, inspired by contrast bathing – an international wellness trend with proven benefits. “The future of wellness lies in integrated experiences, where thermal rituals, water,

technology and design create holistic longevity ecosystems that enhance physical, mental and emotional wellbeing,” says Stefano Cattaneo, global director, Myrtha Wellness.

THE JOURNEY

The experience unfolds as a sequence of sensations. After enjoying the warmth of the herbal sauna, steamroom and Finnish sauna, guests can experience the invigorating cold of the plunge pool, ice fountain and sensory showers. The journey then gradually returns to warmth and stillness in the Vitality Pool and dedicated relaxation areas, where the body can recover and find its natural equilibrium. One of the spa’s most distinctive experiences is the Myrtha Herbal Sauna. A specially developed vaporisation system releases the natural aromas of medicinal herbs, creating an environment that can be adapted through the combination of temperature, humidity and different herbal blends. The result is an exceptionally versatile space, capable of supporting different rituals: from athletic recovery to relaxation and stress management. This is the vision behind Myrtha Wellness’ Next Generation Spas: spaces – such as

MYRTHA WELLNESS

THE LAKE COMO EDITION

The Longevity Spa has views over the mountains

“The future of wellness lies in holistic, integrated experiences that enhance wellbeing” Stefano Cattaneo, global director, Myrtha Wellness the Longevity Spa at the Lake Como Edition – that go beyond traditional notions of luxury wellness to become destinations for prevention, regeneration and long-term wellbeing. Smart design, personalised experiences and a deeper understanding of the science behind natural rituals are the pillars of Myrtha Wellness. After all, the future of the spa will be defined not by the number of experiences it offers, but by the quality of the journey it creates. l More: www.myrthawellness.com SPABUSINESS.COM issue 3 2026 73

PROFILE

It’s taken us 15 years of relationships, trials, errors, experiments and fun to build Desa Potato Head

RONALD AKILI Desa Potato Head

The founder of Desa Potato Head talks to Liz Terry about the essence of the brand and his dream of creating a global network of properties

74 SPABUSINESS.COM issue 3 2026

ALLISAMAZING

Akili has a background in hospitality, tourism, architecture and design

DESA POTATO HEAD

Architect Andra Matin commissioned 1.8 million handmade Balinese bricks to create AM House SPABUSINESS.COM issue 3 2026 75

PROFILE

DESA POTATO HEAD IS MUCH MORE THAN A RESORT. HOW DO YOU DESCRIBE IT?

We’re building a platform for culture, adventurous ideas, innovation and intercultural exchange. We invite or connect with amazing people who are really good at their discipline and bring them into that platform. The outcome might be a product, it might be a place or it might be an experience. We don’t necessarily determine that in advance. WHERE DOES THE POWER OF THE DESA COME INTO PLAY?

Growing up in Bali, the philosophy of the village, or ‘desa’, is very strong. Bali has been able to preserve its culture because communities take responsibility for maintaining traditions. We decided to run the Potato Head compound as our own village – a kind of creative playground. We set out to build things that inspire people and places where people can create, celebrate and connect, where we can explore solutions and deliver amazing experiences. WHAT DOES A VILLAGE NEED TO THRIVE?

There are principles we’ve developed around how we govern it – hospitality, family, home and respect for location. Indonesians are incredibly hospitable – that became the basis of how we wanted to operate.

The beach club welcomes 1,500 guests every day

The company has built a circular economy, with materials routinely reused

DESA POTATO HEAD

76 SPABUSINESS.COM issue 3 2026

DESA POTATO HEAD

Desa Potato Head occupies 3 hectares of land in Seminyak, Bali JACK_JOHNS

ECO

HOSPITALITY’S NEXT BUSINESS MODEL?

Luxury hospitality has spent decades competing on familiar territory: better architecture, more luxurious rooms and bigger spas. Desa Potato Head in Bali is taking a different approach. Rather than asking how to build a better resort, it’s asking how to build a better system. Most resorts operate as linear businesses. Products are bought, consumed and discarded. Desa Potato Head has redesigned that system so materials remain in circulation and waste becomes a resource rather than a cost. Plastic is transformed into furniture. Glass into tableware. Used cooking oil into candles. Guests don’t simply stay in a sustainable hotel; they’re immersed in a visible circular economy that becomes part of the experience. These activities are not hidden back-of-house, but contribute directly to the property’s identity and commercial proposition, turning sustainability from a compliance exercise into product development.

We’ve always treated our team as one big family rather than simply as part of a transaction and we treat the place as though it was our own home. On top of that, we always want to leave the destination better than when we found it. TELL US ABOUT THE ARCHITECTURE

Working with Andra Matin on the AM House (hotel), we thought one of the most beautiful things we could use was Balinese bricks – the kind that were used to build temples. It’s a dying craft, so we built a micro factory in the village and commissioned 1.8 million bricks. The whole facade was made from these. When we built OMA House, broken bricks left over from AM House were crushed into the concrete to give it a warm colour. I approached OMA to design OMA House because Rem Koolhaas is one of my heroes. He looks at design and the function and purpose behind it. The OMA team understood the idea of the village and us being a platform. They also respected that the content evolves because of the people we interact with – friends, families, guests and communities – and that’s what makes the place. SPABUSINESS.COM issue 3 2026 77

PROFILE

WHAT’S YOUR APPROACH TO COLLABORATION?

We invite people who genuinely live and breathe what they do into the platform, so it’s built on genuine relationships. That’s what makes the place what it is and that’s why it’s very hard to replicate. The food doesn’t come from an F&B director, for example, it comes from real chefs who live and breathe what they do. When we bring music, we bring real musicians rather than having a company create a playlist. It’s the same with architects, designers, changemakers and advisors. Neil Jacobs is a friend, mentor and advisor who’s working with us on the expansion of Potato Head, for example. It’s taken us 15 years of relationships, trials, errors, experiments and fun to build to where we are now.

We do that in different ways – through meeting people with shared values, seeing a project that’s so beautiful it inspires them or spending time in nature and feeling whole. Creating wellbeing experiences means connecting with people while being relevant to Bali and working with Balinese practitioners. WHERE DOES MUSIC FIT IN?

Music is just another way we approach wellbeing. We invited Erykah Badu to do a retreat, for example. She came in wearing an AC/DC shirt and led a meditation with gamelan music. You see people crying during those sessions. Those can become some of the most memorable experiences they’ve ever had. That’s also wellbeing to us.

HOW HAS THE BUSINESS EVOLVED?

WHICH EXPERIENCES ARE MOST SUCCESSFUL?

Everything we’ve grown into has come from something we felt was missing in our own lives. Sustainability is a good example. At certain times of the year, the rubbish on the beaches in Bali can be knee-high and stretch as far as you can see. I remember surfing with my son and literally paddling through plastic. For me, it was simple: this is our home and we wanted to do something about it. Wellbeing at Potato Head evolved in a similar way.

Commercially, it’s the treatments. The spa is always busy and the team is constantly asking us for more treatment rooms, because of the high levels of occupancy. However, some of the wellbeing experiences people rave about most are things we don’t charge for. One is ‘Under the Rising Sun’ – a meditation in the morning to open the day. So many are touched by it, as the practitioners really connect with people. It’s always full. The full moon has very strong spiritual significance in Bali and people hold ceremonies around it, so we started doing full-moon meditations. Guests connect with these in ways they don’t necessarily expect. Anything related to mental wellbeing is sought after – meditation, sound healing, sound

WHAT DOES WELLBEING MEAN TO YOU?

We have amazing treatments in the spa. They’re part of wellbeing, but they’re not the whole of it. We want to give guests moments that make them feel amazing and inspired – where they feel wholesome, connected or simply well.

DESA POTATO HEAD FAST FACTS Owner Ronald Akili Employees 1,343 (94% Balinese) Hotels Two, with 225 keys Hotel room rates

Customer split

18% hotel guests, 82% day visitors

Revenue split

F&B 55%, rooms 41%, wellness 1%, other 3%

From US$250/night

Beach club 1,500 visitors/day

Average occupancy (2025)

F&B Five restaurants, seven bars

65%

Hotel/day split (2025) Day: 452,640 Hotel: 304,232 Total: 756,872

78 SPABUSINESS.COM issue 3 2026

Wellbeing Spa, gym, (farm)acy, and Merasa Studio

Guest wellbeing takeup

50%

Purnama

US$17/meditation US$35/ meditation and dinner

Merasa Origins Knowledge retreat

US$450 for four days

Staff yoga (2025) 1,319 participants 429 yoga sessions

Staff training (2025)

58,719 hours (+86% vs 24), 56 hours per employee (+93% vs 24)

Erykah Badu led a meditation with gamelan music

BRUNOSITTON

DESA POTATO HEAD

Music is a fundamental part of the Potato Head experience

Klymax Sound Centre hosts sound healing workshops SPABUSINESS.COM issue 3 2026 79

DESA POTATO HEAD

Hopefully, over the next 10 to 15 years, we’ll have five to 10 of these special places around the world

PROFILE

We’re working with an architect in Japan to use water to create a meditative, immersive art experience experiences – things that are more artistic and experiential rather than simply treatments. These are the experiences guests remember. HOW DO YOU APPROACH TEAM WELLBEING?

Everything we do starts with benefiting the team. Yoga is one of the wellbeing practices I’ve followed for a long time. My wife is also an instructor. For me, it’s not just about the asanas, it’s a way of life that has benefited me so much. We try to instil that same idea at Desa. We don’t just run yoga programmes for guests, we also run yoga classes for the team, with four classes a day for staff and guests. HOW DOES AYURVEDA FIT INTO THIS?

Ayurveda has worked very well for me personally, so we brought doctors from India to set up an Ayurvedic clinic that could also be for our staff. Legal aspects of bringing foreign practitioners into Indonesia stopped that happening, so doctors from India come and train our team, so they can carry out assessments, particularly around nutrition, for staff and also for some of our guests.

The locations we choose would need to be very special and each property would be completely different, depending on the location. The common denominator is that each must have an interesting culture that we can help showcase to the world. That’s how we’ll choose destinations, whether that’s in Japan – which might be our first location outside Bali – Europe or somewhere else. WHAT IS IT ABOUT JAPAN THAT MAKES YOU WANT TO DEVELOP THERE?

We’re in the early stages of planning a property in a 1,000-year-old hot-spring village in Nagano Province. It’s still governed by village elders, which is one of the many things that made me fall in love with it. When I first drove into the village, it was summer and we were surrounded by paddy fields. Then we crossed a bridge and suddenly we were

Yoga is foundational, with four classes a day shared by guests and staff

HOW DO YOU ADAPT AYURVEDA FOR INDONESIA?

Indonesia has been influenced by Indian culture, as well as evolving in its own way. Even Hinduism in Bali is different from Hinduism in India. It’s been mixed with a much stronger nature-based approach and with local traditions. It’s this fusion that interests us. A lot of Ayurvedic ingredients grow in Bali due to the climate and if you look at Indonesian traditions, there are connections with India, such as Jamu, our traditional herbal tonic. We’re not trying to take something from another culture and reproduce, we’re interested in understanding the philosophy of Ayurveda and enabling it to evolve naturally in Bali.

Our dream is to one day build creative villages in places we love around the world. We’d want each of these places to be somewhere people can travel to and also where they can live and work, so our next phase of growth is likely to include residential. 80 SPABUSINESS.COM issue 3 2026

DESA POTATO HEAD

TELL US ABOUT YOUR GLOBAL AMBITIONS

DESA POTATO HEAD

(Farm)acy is a herbal dispensary offering plant-based remedies

entering a dreamy village in the Japanese Alps. The moment we arrived, we heard the sound of water everywhere, which was enchanting. It’s not possible to develop there unless you’re approved by the elders, so in that sense it felt very similar to how Bali works. When we spoke to the communities and the mayor, one of the biggest challenges they talked about was the ageing population. Most of the younger generation leave to work in the cities and there are fewer people left to maintain the traditions of the village. There are many festivals and rituals that have to be carried out in order to preserve the culture and that work has been diminishing because the younger people are leaving.

Plant Band uses tech to listen to the ‘music’ created by plants

During ski season, the region is packed, but when people leave, it becomes very quiet. We’re working with the mayor on plans for a creative village as an all-year-round destination. It’s two hours from Tokyo and we want it to become somewhere people come to feel good. Wellbeing will be at the core of it, but this version of wellbeing will come from being in the mountains. Eating mountain produce and engaging with the landscape and water are going to be a huge part of it.

DESA POTATO HEAD

SO REGENERATION IS EQUALLY ABOUT THE COMMUNITY?

SPABUSINESS.COM issue 3 2026 81

TOMMASO RIVA

PROFILE

MERASA WELLBEING Since 2022, Desa Potato Head has developed a wellbeing approach known as Merasa, which means ‘to feel’ in Indonesian. The concept is underpinned by Ayurveda, plantbased healing, lunar cycles and regenerative nutrition and is used in a range of classes, events and experiences that permeate the wider village. The offering spans daily movement, meditation, workshops and treatments, with high-energy training sitting alongside slower, more introspective practices such as sunrise meditation, breathwork, sound healing and traditional therapies. Guests – whether staying at Desa or visiting – can also access ayurvedic consultations and doshabased assessments, with itineraries designed to integrate wellbeing practices into daily life. Other elements include Ayurvedic Lifestyle consultations and visiting practitioner residencies. There’s also a tasting menu at Tanaman, the plant-based restaurant, which is inspired by the lifecycle of a plant – from seed to fruit – and rooted in ayurvedic principles and Balinese ingredients. Merasa Origins is a three-part series of four-day immersions, with each exploring wellbeing traditions from India, Java and Bali, delivered through activations, reflections and integrations.

WHY IS WATER SO CRITICAL?

The water in Nagano is amazing. That’s why you find beautiful rice and sake and really good beer there, but in this particular village, people have also been coming for generations because of the hot springs – there are around 20 public onsen. Everyone walks instead of travelling by car, so our project would be decentralised, with developments around the village. One might focus on a wellbeing and art experience, another might be a restaurant, a sound experience or a craft house. We want guests to venture out into the village rather than stay within one resort building. We’re also working with an amazing architect to take the thermal water and use it to create a wellbeing experience that goes beyond simply getting into a hot spring. We want it to become a meditative, immersive art experience. SO THE GOAL IS TO REACTIVATE THE DESTINATION?

Exactly. Our goal is to make it unique, so people would also visit in the green season. If we can make the green season successful and turn the village into an all-year-round destination, then younger generations can start working there 82 SPABUSINESS.COM issue 3 2026

Spa treatments are the most commercially successful element

again and contributing to the village. Hopefully that helps regenerate the entire village. That’s the goal. WHEN WILL THE FIRST JAPANESE PHASE OPEN?

It will open in stages. We’re hoping to open the first phase in the fourth quarter of 2028. WOULD ANY NEW DEVELOPMENTS CARRY THE POTATO HEAD NAME?

They would sit under the Potato Head group and have ‘Desa’ in the name, so they fit within the concept of a creative village. Every other destination we develop will follow the same principle – we’re asking what culture, innovation and ideas we can showcase. This is why each Desa has to be different from Bali – every property we create has to be a response to the place it’s located. Maybe that uniqueness will mean every one of them will become an operational nightmare, but we wouldn’t want it any other way. HOW BIG COULD THE DESA NETWORK BECOME?

Hopefully, over the next 10 to 15 years, we’ll have five to 10 of these special places. That’s the goal. l

DESA POTATO HEAD

Authentic impact and healthy business outcomes are not in conflict

KIM HERBEN

Kim Herben

Head of wellbeing, Desa Potato Head HOW DOES WELLNESS RANK IN GUESTS’ DECISION TO VISIT DESA POTATO HEAD?

They’re drawn to the dynamic of desa life: the architecture, food, music and sense that something is always happening. Wellbeing is rarely the first motivation. But once they settle in and find their way to a morning energy activation or sound healing, something gently shifts and what started as a backdrop becomes the reason to return. I’d estimate 50 per cent of guests join wellbeing activities during their stay, whether this is a spa treatment, gym workout or complimentary morning class. We’ve seen this pattern repeat, with guests who first came to stay at the hotel returning for the wellbeing programme. That quiet transformation is perhaps the most honest measure of what we’re building.

WHAT DOES ‘WELLNESS’ MEAN TO YOU?

We use wellbeing, because the difference matters. Wellness is something you consume: a treatment, a product. Wellbeing is a state of being. Merasa – an Indonesian word that means ‘to feel’ – is our guiding philosophy, so we nurture personal and collective wellbeing through prevention, mindfulness and recovery. Not just for guests, but for everyone who works and lives within the desa. WELLBEING IS WOVEN THROUGH THE EXPERIENCE. WAS THAT INTENTIONAL?

It was never a strategic decision, but it grew from how we live. Yoga has been our foundation from the beginning. We offer classes four times a day, as much for our team as for guests. When the people holding the space feel genuinely well, that energy moves outward in ways you cannot manufacture. SPABUSINESS.COM issue 3 2026 83

DESA POTATO HEAD

PROFILE

When the people holding the space feel genuinely well, that energy moves outward in ways you cannot manufacture HOW DO YOU MEASURE SUCCESS?

The first measure is felt, not counted. It’s in the quality of how guests carry themselves after a morning meditation or a workout. Although what we offer is designed to make a genuine impact, not fill a revenue line, authentic impact and healthy business outcomes are not in conflict. Over the past five years, attendance and revenue from our wellbeing programming have grown steadily. Around 20-30 per cent of guests are returning to Desa Potato Head Bali specifically as a wellbeing destination. That’s the most meaningful metric we track. Every six months we evaluate our programme based on attendance and review what works and what can be improved.

Wellbeing is approached holistically, with nature making a major contribution

Klymax and Rooftop host sound healing, breathwork, listening sessions, performances and cinema experiences. Monthly Purnama events combine sound-guided meditation with a seasonal plant-based dinner. We also have Plant Band – plant-generated music. Our belief is that wellbeing isn’t practised in isolated spaces, but through the connection between food, music, nature and community.

WHAT AGE ARE YOUR TYPICAL GUESTS?

Predominantly between 25 and 40, but we don’t design experiences for a specific demographic. Potato Head belongs to everyone and we aim to create an inclusive place where people from different backgrounds naturally connect. WHEN DID YOU OPEN THE SPA?

We started our wellness journey in 2016 with spa treatments in guest rooms. Today the spa occupies a permanent home inside OMA House with five treatment rooms – each with private bathing – alongside our gym. Treatments include urut bugar, classic urut segar, deep tissue urut urat, headspace ritual and restorative IV infusions: www.spabusiness.com/PH. WHAT OTHER FACILITIES DO YOU HAVE?

Our herbal dispensary – (farm)acy – Tanaman restaurant, Klymax Sound Centre and Bamboo Garden work together as one wellbeing ecosystem. 84 SPABUSINESS.COM issue 3 2026

WHICH ELEMENTS ARE MOST POPULAR?

What our guests seek most is nourishment for the spirit. Our signature ‘Under The Rising Sun’ is a morning energy activation and meditation that draws the strongest attendance, alongside yoga and sound healing. These resonate because they connect people to something they rarely find in their daily lives. We also believe in balance. Physical recovery and movement remain equally important because genuine wellbeing holds space for both. HAVE YOU IDENTIFIED WIDER COMMERCIAL BENEFITS FROM WELLNESS?

Many guests have returned because the initial visit created a big shift in their lives and they leave feeling more inspired, courageous and aligned with the core of their existence. When that happens, it deepens the relationship with guests in ways that reflect in longer stays and the kind of loyalty that’s from the heart. l

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The Revital-Eye Stick treats the eye contour zone

COMFORT ZONE

A complete approach to pigmentation Comfort Zone has expanded its Luminant line with three new products, extending its dermatologist-inspired approach to hyperpigmentation

yperpigmentation remains one of the most widespread skincare concerns worldwide, with dark spots and melasma affecting people of all ages, skin types and tones. Driven by factors including sun exposure, hormonal changes, pollution, stress and ageing, it’s an increasingly important treatment category for spas seeking clinically proven solutions that deliver visible results across all phototypes. Comfort Zone launched its Luminant line in 2023 to address this concern. Inspired by

86 SPABUSINESS.COM issue 3 2026

dermatological solutions, the range uses the proprietary 3-Bright Technology, which targets three stages: correcting existing pigmentation, providing an immediate illuminating effect and preventing the formation of new dark spots. Now Comfort Zone has expanded Luminant with the Illuminating Milky Cleanser, PHA Essence Toner and Revital-Eye Stick – transforming the collection into a more complete pigmentation programme. Together with the existing serum, cream, SPF and professional treatment, the line now offers spas a comprehensive protocol that supports clients both in the treatment room and at home.

The three new line extensions address two areas that can be overlooked in a hyperpigmentation routine – effective cleansing and the eye contour

COMFORT ZONE

PROFESSIONAL TREATMENT

At the heart of Luminant is the 3-Bright Facial, a 55-minute professional treatment targeting dark spots, hyperpigmentation and uneven skin tone. The treatment and supporting homecare combine biotechnology and botanical extracts with ingredients including 4-Butylresorcinol, Zingiber extract and a keratolytic enzyme. Clinical testing showed a 21 per cent reduction in dark spots after 28 days, while 97 per cent of participants reported a more even complexion. Suitable for all phototypes and safe for use during pregnancy, the system has been designed to deliver visible results while maintaining high skin tolerability. “Our performance-driven approach to visibly correct dark spots and hyperpigmentation on all skin tones comes from the powerful convergence of dermatological science, nature and biotechnology,” says Eve Merinville, R&D excellence innovation director at Comfort Zone.

EXTENDING THE ROUTINE

The latest line extensions address two areas Comfort Zone says can be overlooked when treating hyperpigmentation – effective cleansing and the eye contour zone. Preparing the skin correctly is particularly important when tackling pigmentation. *3-BRIGHT TECHNOLOGY is a registered trademark

COMFORT ZONE

Eve Merinville, R&D excellence and innovation director, Comfort Zone

The Luminant line also has a homecare programme

The new Illuminating Milky Cleanser removes impurities and make-up while providing gentle exfoliation with Gluconolactone and Lactobionic Acid. This is followed by the new PHA Essence Toner, which transforms from a gel into a refreshing watery texture on application. The PHAs provide progressive, gentle exfoliation, helping to remove dead surface cells, support skin renewal and improve texture and radiance. By creating a healthier skin surface and helping prepare the skin for the products that follow, the cleanser and toner maximise the effectiveness of the complete Luminant brightening routine. Comfort Zone has also turned its attention to the eye contour – an area that is often overlooked in pigmentation routines. The new Revital-Eye Stick combines Coleus extract, hyaluronic acid and light-reflecting micropearls to tackle signs of fatigue and uneven tone around the eyes. The cooling formula is designed to reduce the appearance of dark circles, puffiness and fine lines while helping the eye area appear brighter, fresher and more even in tone. The three additions allow therapists to extend the approach taken in the 3-Bright Facial into a more complete homecare programme, supporting clients in maintaining brighter, more even-looking skin between professional treatments. ● More: www.comfortzoneskin.com SPABUSINESS.COM issue 3 2026 87

OPINION

MULTI STORY

Biostacking is reshaping expectations for owners, investors and operators of spa and wellness facilities. Jeremy McCarthy peels back the layers of this emerging trend

ingle-function devices are so last year. Imagine this. You’ve just equipped your longevity centre or recovery zone with the latest and greatest equipment to drive cellular health. You installed red light therapy beds, hyperbaric oxygen chambers and a mindfulness pod that includes sound and vibration therapy. Installation was expensive, but considering how fast this biohacking trend is growing, you figure you’ll get your money back in five years, or eight at worst. But what if the next generation of equipment makes everything you bought obsolete almost before your first guests even try it? Welcome to ‘biostacking’, the latest trend in recovery therapy, bringing us equipment that combines multiple modalities in one device, helping guests get the most longevity bang for their time spent.

BIOSTACKING SUPPLIERS

From the consumer side, you can see the appeal. There are so many new therapies, it’s hard to fit them all in. We’re still supposed to be exercising, practising mindfulness and getting enough sleep. Who now has time to also squeeze in a daily infrared sauna, cold plunge and hyperbaric oxygen session? The pursuit of longevity can easily become a full-time job; Bryan Johnson is a living example. Yet most of us just want to find the minimum viable intervention that will have the greatest impact on our health. The latest generation of wellness equipment allows users to ‘stack’ modalities into a single session, maximising benefits while minimising the time commitment. Can’t decide between getting a massage or having red light therapy? You can do both at the same time on Living

LEC’s Radiance PT embeds Celluma’s red light therapy

AMMORTAL CHAMBER http://lei.sr/2U2K4 ART OF CRYO http://lei.sr/6O5V2 Multi-CryoHacking System BIOHACKING ORB

http://lei.sr/6n5V3 GHARIENI MLX i3 Dome LIVING EARTH CRAFTS http://lei.sr/f4s0W Radiance PT and Ultima http://lei.sr/6N1S8 Reset (see p128)

http://lei.sr/5S0H6 LUMATI Recharge Portal OPENSEED Iris Meditation Pod http://lei.sr/g9o7O

LEC

PRISM LIGHT http://lei.sr/p4o3O REBALANCE Impulse http://lei.sr/3Z6N6 REGENESIS http://lei.sr/3k6o2 RITUALS Mind Oasis

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THE STACK APPEAL

Art of Cryo’s MultiCryoHacking System

FUTURE-PROOF OR FAD?

At ISPA earlier this year, I tried Ammortal Chamber, a visually stunning bed that integrates 10 different technologies for human optimisation. The challenge with biostacking is that it will be hard for consumers to know which modality actually made the biggest impact. I felt amazing after my 20-minute Ammortal session, but was that due to the oxygen, light therapy or guided meditation? Or was it the combination of them all? Or was it merely a powerful placebo effect

“

JEREMY MCCARTHY

ART OF CRYO

Earth Crafts’ Radiance PT, which embeds Celluma’s proprietary red light therapy equipment directly into the massage table. Or maybe you want to combine red light energy with functional sound therapy? Prism Light has just introduced a new version of its bed, which incorporates Myndstream content and a guided multisensory mindfulness experience for deeper restoration. At the Alila Beach Resort in California, a new Lumati Recharge Portal offers users red light therapy, molecular hydrogen inhalation, microimpact vibration and sound healing, all within a single session. Guests can also take Lumati’s antiinflammatory nutritional supplements, treating the cells from the inside and the outside simultaneously. There are a multitude of other examples, from Art of Cryo’s Multi-CryoHacking System to the multisensory Regensis Pod co-founded by tennis star Novak Djokovic.

This new generation of equipment raises the bar (and price) on what consumers expect

amplified by a bunch of flashing lights and the uplifting promise of stacked modalities invisibly regenerating my cells? It’s hard to say. What is clear is that this new generation of equipment raises the bar (and the price) on what consumers may come to expect from a biohacking experience. And when innovation is happening this quickly, buyers need to think carefully about how to strategically market and package offerings to future-proof their investment. ● ● Spa Business columnist, Jeremy McCarthy, is the founder of industry intelligence platform Leisure Alchemy. He’s worked with world-leading brands at the intersection of wellness and hospitality for over 30 years. Contact him with your views via jeremy@leisurealchemy.com SPABUSINESS.COM issue 3 2026 89

SPONSORED

Matrix equipment enables workouts to be personalised MATRIX

RETHINKING WELLNESS As consumers focus on living healthier for longer, hospitality operators are rethinking wellness spaces to deliver integrated, personalised experiences

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MATRIX

ongevity has rapidly moved from a niche medical discussion to one of the most influential forces shaping consumer behaviour. As guests become increasingly focused on extending not just lifespan but healthspan, hospitality operators are being challenged to rethink what wellness means within their properties. Today’s consumers are looking beyond relaxation and aesthetics, seeking experiences that support long-term health, resilience and quality of life. This shift is creating both opportunities and operational challenges across hospitality, spa and residential wellness. According to Nigel Tapping, director of hospitality and residential at Matrix, longevity has become one of the defining conversations shaping the future of wellness. “We’re seeing a major shift from reactive wellness to proactive wellbeing,” says Tapping. “People are becoming far more educated about the role movement, recovery and strength training play in long-term health. Wellness is no longer viewed as an occasional indulgence; it’s becoming part of a lifelong strategy for ageing well and maintaining quality of life.” Consumers are increasingly focused on healthspan rather than simply lifespan, placing greater emphasis on maintaining strength, mobility, cognitive function and independence as they age.

Brands that integrate movement, recovery and personalisation into their offering will define the future of wellness Nigel Tapping, director of hospitality and residential, Matrix

FUNCTIONAL WELLNESS

This growing focus on healthspan is changing expectations of fitness and wellness within hospitality. Spaces are evolving into holistic wellness destinations that combine movement, recovery and personalised programming. Historically, fitness, spa and healthcare operated as separate disciplines. Today, guests expect an integrated ecosystem where movement, recovery,

Hospitality operators are upgrading their wellness offerings

Guests want experiences that help them feel stronger, move better, recover more effectively MATRIX

nutrition, sleep and preventative health work together to support overall wellbeing and strength training has become central to this evolution. “For operators, the shift towards strength and functional fitness represents a significant design challenge,” says Tapping. “Many hotel gyms were originally configured around cardiovascular equipment and are now struggling to meet guest expectations for more versatile, strength-focused environments.” With growing awareness of the importance of muscle mass, mobility and bone health, operators are redesigning wellness spaces to be more approachable, inclusive and adaptable for a wider range of users and training styles.

PERSONALISATION

Wellness experiences are also becoming increasingly personalised. Advances in connected fitness, body composition analysis and AI-driven coaching allow operators to tailor programmes to individual needs while demonstrating measurable progress. “Personalisation is becoming central to the guest experience,” says Tapping. “People want more than access to equipment; they want guidance, understanding and measurable progress.” This shift towards evidence-based, outcome-focused wellness gives operators new opportunities to differentiate their offering. Recovery and regeneration are now recognised as core pillars of wellbeing. Hot and cold

immersion, stretch zones, massage therapies and restorative spaces are becoming integral to modern wellness environments. “Recovery is no longer an optional add-on,” Tapping explains. “Guests increasingly recognise that rest, sleep, mobility and stress management are essential parts of overall wellbeing.”

REFORMER PILATES

Another fast-growing area is Reformer Pilates, driven by demand for low-impact functional movement that supports mobility and core strength. “Reformer Pilates has evolved from a niche offering into a core component of many wellness programmes,” says Tapping. “It supports strength, flexibility, posture and recovery in a way that feels accessible to a broad audience.” Looking ahead, the most successful wellness destinations may not be those with the widest range of amenities, but those able to deliver measurable improvements in strength, mobility, recovery and overall wellbeing. “Guests want experiences that help them feel stronger, move better, recover more effectively and ultimately maintain a higher quality of life for longer,” concludes Tapping. “Hospitality brands that integrate all these elements into their offering will be best placed to define the future of wellness and deliver longevity services.” l More: www.matrixfitness.com SPABUSINESS.COM issue 3 2026 99

SHUTTERSTOCK/LUCKY BUSINESS

PROFILE

The quality of an experience depends on how well cared for people feel

MAGGIE CHEN

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Chen holds the GWS award for furthering mental wellness

EHL HOSPITALITY BUSINESS SCHOOL

n 2016, I was honoured (and dumbfounded) to receive the very first Debra Simon Award from the Global Wellness Summit for being a “leader in furthering mental wellness”. I was recognised as one of the early advocates for mental wellness in the spa industry and for my book The Psychology of Spas & Wellbeing. Since then, I’ve been delighted every year to see friends across the industry presented with this award, including filmmaker Louie Schwartzberg for his uplifting, nature-based creations, public health professor Gerry Bodeker for his advocacy of mental health and Olympic gymnast Simone Biles for championing resilience in young athletes. Maggie Chen, a professor at EHL Hospitality Business School, is the most recent recipient. At first glance, her work teaching leading business students how to run hotels might seem an unexpected fit for an award

JEREMY MCCARTHY

Why has a hospitality professor from EHL been recognised as a world-leader in mental wellness? Jeremy McCarthy sits down with Maggie Chen to find out

OTHERSHIP_GREYDON HERRIOTT

about their health, stress, relationships and wellbeing. In an environment designed to lower both physical and psychological barriers, technical competence alone is not enough. The quality of the experience depends on empathy and the ability to make another person feel genuinely cared for.

Setting the vibe

So what’s the solution? According to Chen, the future belongs to businesses that can create what she calls ‘hospitality vibes’ – positive emotional wellbeing that’s generated through authentic interactions between guests and caring professionals. The concept forms the premise of a book she’s written (see p102) and will sound more than familiar to spa operators. The most memorable experiences are rarely defined by treatment menus, facilities or technology.

It’s harder than ever to find colleagues with the emotional intelligence and people skills necessary to deliver world-class service

Spas are particularly well placed to foster connections, says Chen

dedicated to advancing mental wellness. Yet when I spoke with her, it quickly became apparent why she was so deserving of it.

The empathy deficit

Staff need to be able to deliver genuine, authentic interactions

SHUTTERSTOCK_AI GENERATED

Chen, like many academics – particularly from an elite institution such as EHL – is a deep thinker. She doesn’t just repeat the same curriculum with each class year after year. She reflects on the rapidly changing global trends that are shaping the future of hospitality. Her research highlights powerful forces impacting the hospitality sector – and not always in a positive way. The hotel industry, for example, is being disrupted by the shared personal housing market, with platforms such as Airbnb or VRBO stripping away a larger percentage of travel bookings each year. Similarly, the restaurant industry is being disrupted by new digitally enabled food delivery platforms. Most significantly, Chen notes that while hospitality services continue to experience high demand, it’s harder than ever to find colleagues with the emotional intelligence and people skills necessary to deliver world-class service. Spa professionals have long understood this challenge. Wellness experiences are built on trust, vulnerability and human connection. Guests often share deeply personal concerns

SPABUSINESS.COM issue 3 2026 101

PROFILE

Creating spaces and experiences for socialising is key SOAK

Maggie Chen’s recent book, Hospitality Vibes: The Positive Energy When People Interact With Like-Minded People, reads like a training manual for hospitality professionals on how to future-proof the industry by putting human interaction at the heart of what they do. It lays out the Hospitality Vibes Model to help businesses think through their design, programmes and technology to give them a competitive edge in the age of AI.

They’re defined by how people feel: welcomed, understood, cared for and connected. “Hospitality vibes are the positive energy generated when people interact with likeminded others,” says Chen. “Consumers today need this more than ever.” She adds: “Good social relationships are one of the key ingredients for wellbeing. However, some traditional social relationships have weakened due to societal changes and technological advances.” The implication is profound. As society becomes more digital, hospitality businesses have an increasingly important role to play in driving wellbeing by facilitating meaningful human connections. According to Chen, spas are particularly well-positioned to spread these hospitality vibes. Younger consumers in urban markets are already shifting away from alcohol-centred social 102 SPABUSINESS.COM issue 3 2026

Spa businesses can be more active in fostering relationships and creating a meaningful community settings in favour of healthier wellness clubs and bathhouses. “Millennials are drinking less, are more conscious of their wellness and are longing for social connections,” she says. “Spa businesses can be more active in fostering relationships among participants and creating a meaningful community.” She sees spa professionals becoming hospitality vibe hosts that focus on timeless human principles of care, empathy, courtesy, reciprocity and kindness.

Business of belonging

Chen paints a compelling vision – and ultimately a new mission – for hospitality. It’s no longer primarily about buildings with facilities and services. If these are your current USPs, you’re already falling behind in an increasingly tech-driven market. Instead, hospitality’s enduring value lies in its ability to foster human relationships, create a sense of belonging and facilitate close personal interactions that are essential to wellbeing. It’s this insight that makes Chen’s recognition so fitting. ●

Foodservice Design Wellbeing Tech & Services

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THE BUSINESS

of feeling better Gharieni is undertaking research to understand guests’ physiological responses to its technologies and the benefits they deliver

ellness has always promised one thing: to help people feel better. For guests, that may mean better sleep, reduced stress, greater clarity or a chance to reset. Operators, however, need to understand what drives these outcomes. As Sammy Gharieni, founder and CEO of Gharieni Group, says: “Wellness has always been about helping people feel better. What’s changing is our ability to understand, measure and design the experiences that consistently deliver those outcomes.” As wellness converges with longevity, preventive health and medical wellness, the industry is emphasising evidence-informed experiences that deliver meaningful outcomes, repeat visits and sustainable business models.

Feeling better, by design

Rather than selecting technologies for their features, operators are designing journeys around things such as sleep optimisation, recovery, mental wellbeing and resilience. Technology delivers value when integrated into a wider concept, with structured

protocols and complementary therapies supporting outcomes and engagement. This philosophy underpins Metawell – Gharieni’s portfolio of Mind Body Wellness Technologies – which enables operators to create outcome-focused experiences while strengthening commercial value.

Delivering the research

Many technologies within the Metawell ecosystem are supported by scientific literature. Gharieni is conducting real-world research to understand how they perform, how guests respond and whether physiological changes align with reported experiences. One of its largest observational studies, conducted under the scientific direction of Professor Sergio Pecorelli, MD, PhD, with Alina Hernandez, involved 92 participants using Welnamis and MLX Quartz beds in spa environments. This study generated more than 2,300 Heart Rate Variability (HRV) measurements and over 700 assessments of medically unexplained symptoms (MUS). HRV is widely recognised as an indicator of autonomic nervous system regulation,

GHARIENI GROUP

Rather than selecting technologies for their features, operators are increasingly designing journeys around outcome such as sleep optimisation Sammy Gharieni, founder and CEO, Gharieni Group 104 SPABUSINESS.COM issue 3 2026

Gharieni is collaborating with Sergio Pecorelli to research product efficacy

KLOSTERHOF/JULIAN ARTNER

stress resilience and recovery. Researchers found that repeated sessions were associated with improved HRV, with the strongest responses after four to five sessions. Participants also reported improved wellbeing and fewer medically unexplained symptoms. Although the study was observational and not intended to establish medical claims, it suggests repeatable protocols have greater potential than one-off experiences when it comes to supporting nervous system regulation.

Beyond the technology

Medical and rehabilitation practices, dental clinics and aesthetic centres are increasingly offering vibroacoustic therapy and mental fitness loungers alongside treatments. Supporting nervous system regulation before or after treatment may reduce anxiety, improve comfort and create a more holistic experience. Longevity and medical wellness providers are

also seeking evidence-backed technologies to support recovery and healthy ageing. For spas, resorts and hotels, the opportunity lies not in adding more technology, but in integrating it with intention. Evidence can help shape personalised journeys around jet lag, burnout, sleep and recovery, while giving operators and their customers confidence in their programmes. “The future of wellness isn’t about adding more technology,” says Gharieni. “It’s about integrating the right technologies with intention to create guest journeys that deliver meaningful, measurable outcomes.” Guests will always judge wellness by how it makes them feel. The industry must ensure experiences are thoughtfully designed, responsibly communicated and supported by evidence – delivering meaningful outcomes for guests and businesses. l https://gharieni.com/mind-body-wellness-technologies/ More: www.gharienigroup.com SPABUSINESS.COM issue 3 2026 105

FIRST PERSON

Sometimes wellness begins with doing less

RULE BREAKER Lefay’s new Letting Go programme is built around the radical idea that perhaps we don’t need to control quite so much. Jane Kitchen opens her mind to the innovative offering

106 SPABUSINESS.COM issue 3 2026

JANE KITCHEN

n the modern world, people are obsessed with tracking their health to the nth degree and our ‘always-on’ culture has left us craving mental wellness solutions. “Being filled with thoughts leaves no room to embrace new things and creates a blockage and the stagnation of vital energy, or ‘qi’,” explains Dr Stefania Doria, member of the Lefay Spa Method Scientific Committee. It’s against this backstory that on a crisp morning in the hills above Italy’s Lake Garda, I arrive at Lefay Resort and Spa to experience its new threenight retreat built around the radical idea that perhaps we don’t need to control quite so much. Inspired by the Chinese concept of ming – loosely translated as fate, but also tied to purpose – Letting Go draws on classical Chinese medicine to encourage guests to relinquish rules, create space for new experiences and rediscover a sense of renewal. “Throughout history, humans have focused on fighting and controlling life, without reflecting on the importance of stopping to observe and going with the flow,” says Dr Doria.

LEFAY RESORTS

Smelling the herbs – parsley, wild mint, salvia, clover – slows the heart rate

SPABUSINESS.COM issue 3 2026 107

JANE KITCHEN

FIRST PERSON Looking for edible plants is an exercise in awareness

SCRUBBING OFF THE ARMOUR

I’m eager to see what’s on offer following the recent announcement that Lefay has entered a joint venture with Marriott. As part of the move, all Lefay properties – its two existing ones on Lake Garda and the Dolomites and three pipeline projects in Tuscany, southern Italy and the Swiss Alps – will operate under long-term hotel management agreements with the hospitality giant. The first step of the €1,945 (US$2,213, £1,650) programme? Lefay’s Prima di Vera body scrub, which is designed to let down your defences. Starting with a bran and olive oil scrub, followed by dry brushing along the meridians to help energy flow, it’s as if I’ve literally had my external armour scrubbed off and I’m ready to absorb new experiences. Breathwork is also important, with an hour-long session of conscious breathing exercises in the resort’s Energy garden. At

In response to the loneliness epidemic and rise of solo travel, Lefay is adding experiences that foster connection

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LEFAY RESORTS

The programme culminates with water shiatsu in a saltwater pool

Conscious breathing practice in Lefay’s Energy garden

first, synchronising my breathing with others felt awkward, but within minutes, my selfconsciousness disappeared and I was only aware of my own breath and the distant sound of birdsong, leading to a complete sense of tranquillity.

It’s the third pillar, Open Your Senses, however, that resonates the most with me. An hour’s wander through Lefay’s gardens foraging for local wild herbs and aromatic plants is an act of awareness in itself – closely looking for edible plants; the simple act of touch as we pick leaves and flowers; listening to the pronunciation of melodic Italian names: piantagine, longaggine, lanceolata; and of course, smelling the many different herbs – parsley, wild mint, salvia, clover. My heart rate is as slow as if I’d come out of a breathwork class or a massage. “It’s returning to the small things and the feel of doing things with your hands, which we don’t do very much anymore,” explains Mirella Prandelli, group director of marketing and communication at Lefay.

LEFAY RESORTS

MINDFUL AND MEMORABLE

LEFAY RESORTS

With a basket full of a remarkable variety of green leaves, shoots and edible flowers, we head to the kitchen to make our own pasta. This is easily the most mindful and memorable cooking class I’ve ever had – and I’ve taken plenty over the years. It’s a shared experience and this communal approach is increasingly central to Lefay’s philosophy. In response to the loneliness epidemic and rise of solo travel, the resort is moving away from solitary spa rituals and introducing emotional dance, qi gong, guided breathwork and aufguss ceremonies to foster connection.

LESS IS MORE

Making fresh herb pasta is a mindful and memorable experience

Letting Go’s fourth pillar, Return to Wonder, also includes a shared experience, as our group is led on a guided hike and picnic overlooking Lake Garda. The fifth pillar, Feel Free to be Yourself, however, is more private – water shiatsu in a saltwater pool, complete with a floating moon overhead. It’s just me and my therapist, gently guiding me through the warm water and applying ancient massage techniques. I’m feeling deeply relaxed, my mind clear of clutter and incredibly at peace. My takeaway? There’s something quietly powerful about a programme that asks guests to stop striving for optimisation and instead make space for curiosity. I left Lefay with a renewed appreciation that sometimes the most meaningful thing we can do is stop trying so hard to steer the course and instead, appreciate the wonder and beauty of life. Lefay’s latest programme suggests that sometimes wellness begins by doing less. l SPABUSINESS.COM issue 3 2026 109

SPONSORED

Heat feels more profound after cold, silence more noticeable after sound and stillness more meaningful after movement

The architecture of contrast Snow belongs in the modern hydrothermal journey, creating pauses, delight and moments guests remember

he modern hydrothermal space is evolving. Once defined mainly by individual facilities – a sauna, steamroom, plunge pool or relaxation area – it’s increasingly conceived as a holistic journey where every element contributes to a sequence of sensations. Today, the experience extends beyond temperature and is shaped by atmosphere, materiality, sound, light, movement and the way guests transition from one state to another. The most memorable wellness environments engage the whole body, allowing guests to move naturally between stimulation and recovery, warmth and freshness, energy and calm.

Contrast as a design principle

At the centre of this evolution lies one fundamental principle – contrast. Heat feels more profound after cold. Silence becomes more noticeable after sound. Stillness becomes more meaningful after movement. Historically, hydrothermal bathing cultures have embraced these transitions, transforming them into rituals that restore both body and mind. “A successful hydrothermal space isn’t defined by the number of hot, cold and rest elements it includes, but by how intentionally those experiences are connected – physically, emotionally and socially,” says Cassandra Cavanah, editor of the Guide to Hydrothermal Spa & Wellness Development Standards, published by the GWI’s Hydrothermal Initiative. “The strongest concepts are designed around a guest journey, not a checklist.” 110 SPABUSINESS.COM issue 2 2026

This philosophy is especially relevant as wellness spaces are expected to offer more than relaxation. They’re becoming places of ritual, reconnection and shared experience. Guided contrast therapy, Aufguss rituals and communal bathing journeys are redefining the spa as a space for both individual recovery and social wellbeing. “Increasingly, that also means creating spaces where people can gather, reconnect and feel part of something larger. While privacy and quiet luxury will always have a place, there is a real shift toward hydrothermal environments that function as modern ‘third spaces’ – places for community, ritual and shared wellbeing,” says Cavanah. Within this context, snow introduces a distinctive form of contrast. Unlike more abrupt cooling methods, a snow experience invites guests into an atmosphere that feels instinctively familiar: crisp air, real snow, soft light and the quiet of a winter landscape. Cooling becomes less about enduring cold and more about entering a different sensory state.

A natural transition

Following the intensity of heat, steam or water, snow offers a natural transition. It refreshes the body, clears the senses and creates a pause before rest. Guests can breathe deeply, touch the snow and move at their own pace, making the cooling experience more accessible, intuitive and memorable.

TechnoAlpin Indoor snowrooms deliver contrast with a difference

TECHNOALPIN INDOOR

A new generation of wellness spaces

The value of snow lies in its ability to make cooling more approachable without diminishing its impact, offering guests a contrasting experience that’s physical, atmospheric and emotionally engaging. As Cavanah puts it: “Snow experiences make the journey more accessible, more playful and often

CASSANDRA CAVANAH

As Cavanah explains: “Snow and softer cooling experiences can bring a completely different emotional quality to the spa journey. Not every contrast experience needs to be extreme to be effective or memorable. Snow, cool mist, fresh air and gentler forms of cooling can create moments of surprise, relief and sensory reset after heat.” Snow is more than a cooling element; it’s a spatial and multi-sensory experience, introducing texture, silence, brightness and a connection to nature. It can act as a quiet transition space, a sensory counterpoint to heat and steam, or a defining moment within the wider hydrothermal journey. For TechnoAlpin Indoor, real snow is part of this broader design language. The focus is not on adding another feature, but on creating a richer experience of contrast that feels natural and seamlessly integrated into the guest journey.

Snow, cool mist and gentle cooling create moments of surprise, relief and sensory reset after heat Cassandra Cavanah more beautiful – which is important because guests remember how an experience made them feel, not just the temperature or technical specification.” As wellness continues to move towards more immersive, experience-led concepts, the role of contrast will become increasingly important. The future of hydrothermal design will be less about adding individual facilities and more about composing meaningful journeys. Snow belongs in this conversation because it changes the body’s response, transforms the atmosphere and creates memorable moments for guests. l More: www.indoor.technoalpin.com SPABUSINESS.COM issue 2 2026 111

SOFTWARE

Guestsense.ai from Agilysys prompts add-on decisions for extra services

THE AI ADVANTAGE Artificial intelligence is rapidly becoming embedded within spa software, helping operators increase revenue, improve utilisation, automate routine tasks and personalise the guest journey. Four suppliers explain where they’re seeing the biggest impact

Trybe Ricky Daniels TRYBE

For years, hotels and airlines have used demand-based pricing to maximise revenue, yet spa pricing has remained largely static. We believe that’s about to change. Launching in Q3, our latest AI capability introduces yield management directly into the spa booking journey, dynamically adjusting treatment prices in real time based on live demand signals such as the day of the week, time of day, practitioner availability and overall capacity. What makes this different is that yield management is embedded within the booking engine itself rather than added as a separate layer. Guests are only shown appointments that match the live availability of the appropriate therapist, so pricing and scheduling work together instead of independently. For operators, this creates an opportunity to move beyond flat-rate pricing, which can leave 112 SPABUSINESS.COM issue 3 2026

significant revenue on the table during periods of high demand. By linking pricing directly to utilisation, spas can make better use of available capacity, reduce gaps in therapists’ schedules and improve calendar efficiency without increasing headcount. Industry research shows that spas using fixed pricing lose an average of 20 per cent potential revenue during high-demand periods and a 2024 survey found that those using AI-driven pricing systems reported a 32 per cent improvement in off-peak utilisation while maintaining peak-period revenue. The operational benefits extend beyond pricing alone. Because bookings are matched to the correct specialist from the outset,

Spas using AI-driven pricing systems report a 32 per cent improvement in off-peak utilisation teams spend less time manually reorganising appointments or resolving scheduling conflicts. Our data shows that clients save an average of 22 days per year, per site from admin once implementing our system. One client has been able to consolidate its standalone spa reception into the hotel’s front desk, roughly halving its reception duties. Since transitioning to Trybe, it’s trebled its spa revenue over two years. Directors also gain greater visibility into demand patterns across different days, times and practitioners, allowing booking data to inform commercial decisions rather than simply recording them. spa-kit.net keyword:

http://lei.sr/1b2O0 Trybe

Our guestsense.ai platform brings AI into every guest interaction through a connected, data-driven experience. The foundation is the Intelligent Guest Profile, which unifies client preferences, history and activity across spa, stay, dining and other amenities into a single operational view. This allows operators to move beyond disconnected systems and deliver more consistent, personalised experiences at every touchpoint. Having a complete view of guest demand and behaviour also prompts better decisions around availability, treatment mix and scheduling. For example, if a returning guest typically books a massage and buys skincare, staff or booking channels can present relevant upgrades or retail at the right moment to increase spend. The result is stronger utilisation, higher revenue per guest and a more seamless experience overall.

Separately, with SPEND, our real-time dynamic booking package, we’re seeing guests book 20-30 per cent more in additional amenity revenue per guest. One capability based on this is Conversational Reservations, an AI-powered voice-to-book agent that allows guests to book spa treatments, rooms, dining and other amenities naturally in a single conversation. Drawing on the Intelligent Guest Profile, it understands guest preferences, recommends relevant add-ons and coordinates availability across the property in real time. It also gives spa operators a 24/7 booking channel that captures demand beyond staffed hours, shortens booking cycles and automates repetitive booking tasks, allowing staff to focus on guest engagement. Looking ahead, we see spa operators shifting from traditional business intelligence, focused on reporting and dashboards, to operational intelligence, where AI actively shapes decisions in

SHUTTERSTOCK/PEOPLEIMAGES

AGILYSYS

Agilysys Frank Pitsikalis

We’re seeing guests book 20-30 per cent more in additional amenity revenue real time. Within the Agilysys Spa roadmap, demand forecasting will launch in December and use historical booking patterns, seasonal trends and guest behaviour data to help operators anticipate future demand, support smarter staffing decisions, optimise treatment availability and develop more informed pricing strategies. For example, if a weather forecast indicates thunderstorms at a beach resort, AI-based demand forecasting could adjust rules to allow the highest-margin services during newly forecasted peak periods, maximising profit. spa-kit.net keyword:

http://lei.sr/8l6c5

Agilysys

SPABUSINESS.COM issue 3 2026 113

SOFTWARE

TAC (The Assistant Company) Guenther Poellabauer

114 SPABUSINESS.COM issue 3 2026

TAC’s 24/7 intelligent voice and chat agent relieves the pressure of staffing shortages

during staff shortages or peak periods. It relieves employees of repetitive administrative tasks, allowing them to provide more personalised guest experiences. At the same time, no bookings or revenue are lost because of unanswered calls or requests outside opening hours. Alongside the AI Spa Assistant, we also see significant potential for our AI-powered Dynamic Pricing. By analysing up to five years of historical visitor data captured in TAC, AI can optimise pricing and capacity management for admissions, helping operators maximise occupancy, improve resource utilisation and increase revenue. Dynamic Pricing has been available for some time now. One operator has been struck by “the more even distribution of visitor flows”, adding that it’s now a key management tool where “high-traffic days

TAC

Recruitment remains one of the biggest challenges facing spa businesses, so we believe AI’s greatest impact will be automating operational processes rather than replacing the human touch. Our most innovative AI capability is the AI Spa Assistant: an intelligent voice and chat agent that handles bookings, rescheduling and cancellations while reliably answering guest enquiries and common questions. What sets it apart is its direct integration with the TAC database, enabling it to access up-to-date information on services, pricing and operational procedures in real time. This allows it to provide accurate, consistent responses around the clock. Launched earlier this year, the AI Spa Assistant is capable of handling up to 80 per cent of standard spa requests, although deployment varies between operators from an out-of-hours voice agent to a 24/7 chatbot. The AI Spa Assistant delivers the greatest impact by supporting reception teams

TAC’s AI Spa Assistant can handle up to 80 per cent of standard spa requests are specifically relieved, while quieter time slots are utilised much more effectively”. Another operator reports “rapid and positive effects”, describing it as “an effective strategic tool for optimally aligning demand, capacity and prices”. spa-kit.net keyword: https://www.spabusiness.com/company-profiles/

TAC

TAC-The-Assistant-Company/1352

When guest expectations change by the moment, staying ahead matters. In a spa, every moment shapes the guest experience. Expectations begin long before arrival and continue well beyond the treatment room. Agilysys technology helps spa operators meet those expectations by connecting unified guest profiles with AI-powered intelligence across the wellness journey to deliver experiences that feel uniquely personal. From dynamic pricing and dynamic availability that help operators adapt to changing demand, to revenue intelligence that uncovers new opportunities to optimize profitability, every interaction is designed to maximize satisfaction and revenue.

Operate at the Speed of Expectation and deliver the wellness experiences your guests need—before they even ask for them.

Industry-leading spa solutions, seamlessly integrated with best-in-class add-on modules.

Learn more about Agilysys spa solutions: www.agilysys.com sales@agilysys.com

SOFTWARE

Spas already hold a wealth of customer data. The challenge isn’t collecting it – it’s turning those insights into revenue. One of the most impactful AI advancements we’ve introduced this past year addresses that by bringing Attentive’s AI-powered SMS and email marketing directly into Mindbody. Unlike traditional marketing platforms, Attentive uses customer signals already captured within Mindbody – including visit frequency, booking patterns, purchase history and retention signals – to power behaviour-driven marketing. This enables highly personalised, automated outreach from within the same platform, eliminating the need to manage separate tools or create complex workflows. Historically, this level of sophisticated marketing was reserved for major brands. By embedding enterprise-grade personalisation directly into the platform spas already use, we’re removing the cost and complexity barriers, making intelligent marketing more accessible. Early results have been strong. In their first month using Attentive, Mindbody’s small to mid-size salon and spa businesses generated an

116 SPABUSINESS.COM issue 3 2026

MINDBODY

Mindbody Alice Shen

average of US$1,738 (€1,520, £1,296) in Attentive-attributed revenue, while capturing an average of 36 new marketing opt-ins with 48 per cent of those then completing a booking or purchase. These results reinforce that personalised engagement is most effective when it’s connected directly to the operational data businesses already have, rather than requiring teams to build and manage campaigns manually. One challenge we’ve consistently seen is that spas have a tremendous amount of customer data, but not always an easy way to put it to work. Turning customer insights into timely, personalised engagement has traditionally required significant manual effort. That’s where we’ve seen AI make the biggest

Spas using Mindbody’s new Attentive AI marketing tool generated an average of US$1,738 in the first month difference. The Tox, a bodywork operator with 50 facilities in North America, for example, achieved a 60 per cent increase in first-time facility visits using personalised campaigns, while 14.8 per cent of people who submitted their information via Attentive went on to make a purchase. Looking ahead, I believe the next wave of AI innovation will come from connected ecosystems – how systems connect to offer the right data and insights at the right time. Mindbody is already advancing this with tools like Clients at Risk and Big Spenders, which identify lapsed customers and high-value loyalists and enable timely, personalised outreach. l spa-kit.net keyword:

http://lei.sr/N3p5P

Mindbody

One spa saw a 60 per cent increase in firsttime guests thanks to AI marketing

SPONSORED

YON-KA PARIS

The Excellence Code line introduces a new way to embrace ageing. More expert, more sensorial, more essential. Where science meets wellbeing Catherine Muhlethaler, Deputy President, Yon-Ka Paris

An icon is reborn Yon-Ka Paris is taking its iconic skincare line – Age Exception – into a new era and rebranding it as Excellence Code combining science and botanicals

or more than a decade, Age Exception has embodied the highest level of Yon-Ka Paris’ anti-ageing expertise. Trusted by beauty professionals and women worldwide, it became one of the brand’s most iconic skincare collections, recognised for its efficacy and sensoriality. Today, this icon enters a new era. Age Exception becomes Excellence Code: a new vision of skincare designed to decode the future of skin longevity, where science, botanicals and sensoriality work together to help skin thrive over time. Inspired by the latest advances in longevity science, Excellence Code offers a new understanding of skin ageing.

YON-KA PARIS

Working with longevity science

Longevity science explores the biological mechanisms that allow living systems to remain healthy and functional over time. Applied to skin, this approach focuses on supporting the essential biological mechanisms that help preserve skin vitality, resilience and a youthful appearance. It embraces a holistic vision, recognising the interplay between biology, environmental exposure and emotional wellbeing, and reflects Yon-Ka Paris’ unique approach: where botanical expertise, scientific precision and sensorial skincare meet. Built as a ritual of exception, the collection brings together four exceptional

Yon-Ka’s Age Exception line has been rebranded as Excellence Code

EXCELLENCE CODE The range Le Serum delivers the highest concentration of actives to visibly improve signs of ageing Le Contour targets the eyes and lips, helping smooth the appearance of wrinkles La Creme a day-and-night cream that supports skin vitality and delivers intense hydration Le Masque a rejuvenating booster. It leaves the skin smoother, plumper and visibly more radiant

formulas with one shared vision: skin longevity. At its heart, Le Serum stands as the cornerstone of the ritual. A true longevity infusion, it delivers the highest concentration of actives in the collection to visibly improve signs of ageing from day seven, while preserving a healthy skin microbiome. At the core of Excellence Code lies its botanical soul: Jasmine. Treasured for centuries for its radiant beauty, precious fragrance and unique ability to evoke serenity and emotional wellbeing, Jasmine embodies both vitality and graceful longevity. Harvested by hand before sunrise, when its fragrance is at its peak, Jasmine is one of the world’s most precious flowers. It takes nearly 8,000 blossoms to produce just one gram of Jasmine Absolute, making every drop exceptionally rare and precious. Jasmine Absolute became the starting point for the Excellence Code olfactory signature. Around this precious floral heart, Yon-Ka composed a fragrance that reflects its vision of longevity: the radiant freshness of Neroli Essence, enriched by the iconic Yon-Ka Quintessence.

YON-KA PARIS

Each skincare treatment helps preserve what makes the skin truly beautiful

Inspired by the extraordinary qualities of Jasmine, Yon-Ka Research selected Patented Phyto-Fermented Jasmine extract from Grasse (France) as the signature innovation behind Le Serum. Exclusive to the formula, it was chosen for its ability to strengthen the connection between emotional wellbeing and skin longevity. Oxytocin is now recognised as a key biological messenger involved in the mechanisms of skin longevity. Patented Phyto-Fermented Jasmine extract stimulates its expression by +210 per cent, supporting healthier, younger-looking skin.

The spa ritual

Excellence Code also comes to life through a 90-minute signature ritual, designed to combine visible youth-activating transformation with profound holistic relaxation. As Yon-Ka’s ultimate longevity treatment, it brings together advanced skincare science, expert manual choreography and deep emotional wellbeing, creating a seamless bridge between the professional cabin experience and the at-home ritual. l More: www.yonka.pro SPABUSINESS.COM issue 2 2026 119

Fitness, health, wellness

22 OCTOBER 2026

Queen Elizabeth II Conference Centre, London

Platinum Partner

GLOBA L EVENT

Excitement is building for the new all-keynote HCM Summit 2026 from HCM magazine and Spa Business magazine. The event will bring together a powerful lineup of speakers to share insights and experience, with a focus on business success and innovation. You’ll go away inspired and informed, with ideas to implement in your professional life, as well as valuable contacts and access to best practice to drive your success as we head into 2027.

In addition to the summit talks, a carefully curated exhibition will showcase the latest innovations, while summit networking events, including the After Party, hosted by Les Mills, will give the opportunity to make new contacts and do business. All this, along with product sampling, book signings and activations make the summit a powerful and useful event for the sector.

Liz Terry HCM editor and CEO of Leisure Media

Chair Humphrey Cobbold

Alex Perry

Sondre Gravir

Duncan Jeﬀord

Chair, PureGym

CEO, Nuﬃeld Health

CEO, SATS

MD, Everyone Active

Oliver Patrick

Anna Milani

Jonathan Fisher

PJ Nuitten

CEO, Pillar Wellbeing

CEO, Brain & Fitness

CEO, Tribute Brands

CEO, Jims

Marc Diaper

John Oxley

Dr Hussain Al-Zubaidi

Harry Aikines-Aryeetey

CEO, Fitness First UK

CEO, Life Leisure

Lifestyle and TV doctor

GB sprinter, TV personality and You+ ambassador

Book your tickets now at www.HCMsummit.live/register

For more insight, or to get in touch with the companies featured, visit www.spa-kit.net and type in their keyword

SPA-KIT.NET

PRODUCT INNOVATIONS Spa and wellness industry suppliers tell us about their latest product, treatment and equipment launches

MAYAH

Mayah’s debut challenges maternal bodycare norms, says Jessica Smith “For years, maternal imagery has defaulted to soft, poetic and slightly saintly – beautiful, but flattening,” says Jessica Smith, co-founder of Mayah. “What’s been missing is space for the confident, provocative, directional side of motherhood.” Addressing this gap, Mayah, a personal care brand for mothers, has debuted with a body repair oil, priced at £55 (US$74, €65), a body cleanse at £28 (US$37, €33) and a soothing nipple balm at £22 (US$29, €26). Each has been created to offer ingredients deemed safe at every stage of motherhood. Founded by Smith and Rebecca Heywood, Mayah was born from their lived experience of navigating

The three products respond to what 300plus mothers actually said they needed

Co-founders Jessica Smith (left) and Rebecca Heywood

“There’s space for the confident, provocative, directional side of motherhood” Jessica Smith

miscarriages and the challenges of trying to conceive. They spoke to more than 300 mothers and mothers-to-be before developing the formulas. The results showed 76 per cent were worried about body image and loss of identity, while 68 per cent were unsure which products were safe to use. “By listening to hundreds of women and mapping out over 52 concerns across every stage, we created products that respond to what mothers actually told us they needed,” says Heywood. spa-kit.net keyword: MAYAH

Mayah http://lei.sr/6R2C7 SPABUSINESS.COM issue 3 2026 121

SPA-KIT.NET

Aromatherapy Associates’ Luke Taylor unveils first new blend in seven years Aromatherapy Associates has launched Desert Therapy, its first new blend in seven years. Bringing together more than 50 essential oils and anchored by frankincense, oud and sandalwood, it took six months to create and will no doubt appeal to operators in the fast-growing Middle East and Africa regions.

It debuts with a body oil, pure essential oil and bath and shower oil, along with three immersive treatments and a complementary tea. “Desert Therapy offered a different kind of inspiration,” says master blender Luke Taylor, who’s been at Aromatherapy Associates for 20 years. “I drew on the vastness and tranquillity of desert landscapes to establish a sense of reflection and restoration.” Trained by founders Sue Beechey and Geraldine Howard, Taylor says the blend was carefully developed to complement existing ranges with ingredients from sustainable, traceable sources.

The new Desert Therapy blend uses frankincense, sandalwood and oud

Luke Taylor

AROMATHERAPY ASSOCIATES

spa-kit.net keywords: Aromatherapy Associates

http://lei.sr/1Z0L4

122 SPABUSINESS.COM issue 3 2026

BELLEZI

Dutch-based spa furniture manufacturer Bellezi has revealed DeepSense, a wellness line integrating Neurosonic’s low-frequency vibroacoustic technology into wellness beds and relaxation loungers. Specialised audio transducers, positioned from the shoulders to the lower legs, deliver carefully calibrated vibrations to calm the nervous system, with stronger stimulation in the lower body. Music played through headphones enhances relaxation. “Operators are no longer asking how to add another treatment,” says Daan Koppelman, international account manager and member of Bellezi’s R&D team. “They’re asking how to create more value throughout the entire guest journey while keeping their operations efficient.”

BELLEZI

Bellezi’s Daan Koppelman on Neurosonic partnership

“Operators want to create more value throughout the guest journey ” Daan Koppelman

DeepSense can be used before, during and after treatments, or independently. Business Mode allows operators to tailor programmes and session lengths and provides insight into space usage. spa-kit.net keyword:

Bellezi http://lei.sr/6o8f9

Neurosonic’s vibroacoustic technology is integrated into Bellezi’s wellness furniture

AROMATHERAPY ASSOCIATES

“The vastness and tranquillity of the desert offered new inspiration”

SPA-KIT.NET

ALEXANDRU HARBUZARU

“Operators treat the chamber as part of the space, not tucked away in a back room”

The lid of the single-seat chamber opens up like an oyster shell HPO

Alexandru Harbuzaru

HPO Tech’s Alexandru Harbuzaru on making hyperbaric a design feature “Oyster is positioned for operators who treat a hyperbaric chamber as part of the space, not as equipment to be tucked away in a back room,” says HPO Tech’s chief business development officer Alexandru Harbuzaru. He’s referring to the company’s new single-seat hyperbaric chamber featuring an acrylic domed lid that opens upwards like an oyster shell.

The device contains a chair that can be upright or fully reclined, within an oval, organic-shaped chamber for a more open and anti-claustrophobic experience. While most hyperbaric chambers are still cylindrical steel structures, Oyster has been created to “set that history aside”. The chamber’s Built-In Breathing System is designed to deliver

oxygen at 2.4 ATA medical-grade pressure and the unit is managed by an integrated touchscreen console. There’s also an optional in-chamber entertainment screen. Operators can modify the Oyster’s exterior colour, interior leather options and logo integration. spa-kit.net keywords:

http://lei.sr/9j4L2 HPO Tech

spa-kit.net keywords:

http://lei.sr/2l8R6 Pharmos Natur 124 SPABUSINESS.COM issue 3 2026

“When night falls, the regeneration process begins” Margot Esser

The formulations are also designed to support relaxation and restful sleep

PHARMOS NATUR

Pharmos Natur has created a Night Elixir and Night Cream, formulated with lipophilic botanical actives said to support skin regeneration at night. The active, extracted from Nordic rosehip, provides a signalling effect to skin cells that mimics the way melatonin tells the body it is nighttime, according to the brand. The formulations are also designed to support relaxation and restful sleep. “When night falls, the regeneration process begins in the skin and body, while the soul also finds its balance,” says Margot Esser, founder of the German-based holistic skincare company. The Night Cream uses aloe vera juice as a base, while the Night Elixir uses precious black sesame oil. Both feature bakuchiol and botanical actives. The products are used in sequence in the Lunar Skin Ritual, Pharmos Natur’s latest therapy.

PHARMOS NATUR

Margot Esser introduces Pharmos Natur’s nocturnal skincare

https://bit.ly/lemi_spabusiness

FASHIONIZER

SPA-KIT.NET

Dorota Ziolkowska reveals Fashionizer’s budget-friendly line

The elixir absorbs quickly and is designed for daily use on a clean scalp

“Grove Collection targets both luxury and mid-market properties” Dorota Ziolkowska

time spent on laundry and the clean silhouettes have been designed to provide a flattering, relaxed fit. The fabric blend comprises 61 per cent cotton, 34 per cent polyester and 5 per cent elastane. spa-kit.net keyword:

http://lei.sr/9K9F3

The tunics and trousers cost 25 per cent less than other Fashionizer lines

Fashionizer

Voya’s Anna Theofanous on entering haircare market Resurge Hair and Scalp Elixir is the inaugural haircare product by organic seaweed spa brand Voya. The lightweight scalp serum has been designed to target signs of hair ageing and its formula boasts proprietary plant cell technology, zinc and nutrient-rich botanicals including rosemary and argan oils. The aim of the newest addition is to create the optimal environment for fuller, healthierlooking and more radiant hair. “Resurge represents a new era in organic scalp care,” says Anna Theofanous, global head of spa partnerships and business development for Voya. “We’ve created a solution that addresses the root causes of hair concerns, starting at the scalp.” Voya has also developed two professional treatments integrating

the elixir: the Resurge Scalp Treatment and Head Spa Scalp Ritual. The launch marks a strategic expansion for the brand beyond its core seaweed-based skincare.

VOYA

126 SPABUSINESS.COM issue 3 2026

FASHIONIZER

Fashionizer Spa, which supplies sustainable uniforms to brands such as Six Senses, has launched the Grove Collection to make its premium styling accessible to a wider range of operators. With tunics starting at £62.50 (US$84.17, €73.62) and trousers at £63 (US$84.85, €74.21), the range costs 25 per cent less than other Fashionizer lines and targets both luxury and mid-market properties. “Staff presentation matters enormously,” says Dorota Ziolkowska, sales and marketing director, “but with the rise in energy and staffing costs, not every property has the budget for our garments.” She says “Grove Collection is a new type of spa uniform that looks and feels genuinely different,” adding that the no-iron fabric reduces

“Resurge addresses the root cause of hair concerns” Anna Theofanous

spa-kit.net keyword:

http://lei.sr/3V5f7 Voya

PROMOTION

Nujuma Neyrah Spa in Saudi Arabia, a Ritz Carlton Reserve property

RITZ-CARLTON

BC SoftWear strengthens its footprint across the Middle East with new launch “Our new Dubai logistics warehouse means stock stays close to hand for clients” Barbara Cooke, founder and CEO

to hand for clients everywhere. That’s how we keep delivering the fast turnaround our UK customers have always relied on, wherever in the world our partners are based.”

Expanding worldwide

BC SoftWear’s growing global customer base includes Mandarin Oriental The Landmark in Hong Kong; Luura Paros in Greece; Galley Bay Resort & Hotel in Antigua and Eha Retreat in Estonia, as well as the soon-to-open W Herzliya in Israel. The brand is already working with a number of stand-out new properties in the Middle East and UAE, including the Ritz-Carlton, AMAALA at Triple Bay and The St Regis Red Sea, as well as Clinique La Prairie at One & Only, Dubai.

St Regis The Red Sea

“For more than two decades we’ve been crafting premium towels, robes and spa linens,” continues Cooke. “Running a family business has taught us that nurturing strong client relationships and consistently delivering prompt, reliable service matter more than anything else. Our ambition is simple: to partner with the industry’s leading hotels and spas and become their first call for textiles.” More: www.bcsoftwear.com spa-kit.net keyword: BC SoftWear SPABUSINESS.COM issue 2 2026 127

ST. REGIS RED SEA RESORT

Leading UK-based textiles supplier, BC SoftWear, has announced the launch of a new company in the Middle East, BC SoftWear International LLC, as well as a new third party logistics warehouse designed to speed up direct shipping to customers across the globe. Renowned for its award-winning robes, towels and spa linens, BC SoftWear has also added Alba Oliveras as its first Middle East-based team member, tasked with forging new partnerships and supporting existing clients. The appointment coincides with the opening of the warehouse in Dubai, which has been set up to meet rising demand and better serve BC SoftWear’s growing customer base. “We’re pushing BC SoftWear’s boundaries; expanding our business into Europe and beyond faster than ever before,” says Barbara Cooke, CEO and founder of BC SoftWear. “Our new Dubai logistics warehouse joins existing sites in the UK, Turkey, the Netherlands and the Republic of Ireland, meaning stock stays close

LEC

SPA-KIT.NET

LEC gets into biostacking with Ultima Reset, says Jim Chenevey

Spas are increasingly looking for effective treatments without adding staff or requiring dedicated room space. Hand and footcare specialist Margaret Dabbs London is responding with its AstraeaNatura LED Hand Mitts, which use red and near-infrared light to boost cellular energy and are said to accelerate healing, reduce inflammation and stimulate collagen. Its green light targets hyperpigmentation and redness. “We’re seeing a clear shift towards treatments that deliver visible, clinically proven results while fitting seamlessly into the guest experience,” says founder Margaret Dabbs. The mitts are being rolled out worldwide, including in Dior Spas and Belmond hotels. Customers can also purchase the mitts posttreatment for £350 (US$469, €404). spa-kit.net keywords:

http://lei.sr/4l7f8

Margaret Dabbs

128 SPABUSINESS.COM issue 3 2026

Ultima Reset is the flagship model of the company’s new Reset Touchless Vitality Collection, which currently includes four devices designed for unattended, touchless wellness experiences. spa-kit.net keyword:

MARGARET DABBS LONDON

LEC http://lei.sr/Y7A6z

“Ultima Reset stacks five therapies into one lounger” Jim Chenevey

“There’s a clear shift towards visible, clinically proven results” Margaret Dabbs

The mitts use red and near-infrared to boost cellular energy and green light for hyperpigmentation

MARGARET DABBS LONDON

Margaret Dabbs debuts LED hand mitts

Ultima is the flagship model for LEC’s new touchless collection

LEC

Living Earth Crafts (LEC), the spa equipment manufacturer, has launched the Ultima Reset Lounger, a biostacking recovery system offering multiple therapies in a 25-minute session. “By stacking five proven wellness therapies into one lounger, we enable sports and wellness enthusiasts to accelerate their recovery and rejuvenation,” says Jim Chenevey, chief innovation officer for Intentional Wellness Brands, LEC’s new parent company. The device combines vibroacoustic quantum harmonics, pulsed laser light therapy, Normatec 3 Elite compression boots, Hyperice’s HyperVolt 3 Pro percussive massage and zerogravity technology with LEC’s EarthConnect grounding feature.

PROMOTION

Borghese develops sensorial treatments for spas

MYRTHA WELLNESS

For nearly seven decades, Borghese has defined the intersection of Italian heritage, spa ritual, and modern skincare performance. Founded in 1957 by Princess Marcella Borghese, the brand was built on a singular vision: to translate the restorative power of Italy’s rich botanical ingredients and traditions into results-driven skincare and elevated spa experiences. Today, that heritage remains central, honoring Italy not only as inspiration, but as the foundation of Borghese’s approach to beauty, wellness, and ritual.

Advanced products

At the heart of Borghese’s legacy is the Advanced Fango Active Mud Mask, an evolution of the brand’s iconic mineral-rich mud treatments inspired by Tuscany’s volcanic landscapes. More than a hero product, it represents Borghese’s philosophy of skincare as a ritual, where efficacy meets experience. This commitment continues through innovations such as the New Fango Purificante Purifying Mud Mask designed to deliver fast, visible results while meeting the needs of today’s results-oriented consumer.

Borghese’s modern renaissance is rooted in balancing heritage with innovation. Guided by a “minimum steps, maximum results” ethos, Borghese combines naturally derived ingredients with advanced skincare science to create high-performance, time-conscious solutions.

BORGHESE

As Borghese evolves, it remains grounded in its Italian heritage while redefining modern luxury skincare

“As the wellness segment evolves, spas will remain the cornerstone of Borghese’s business strategy” Dawn Hilarczyk, COO, Borghese

Sensorial and effective

For spa partners, this translates into treatments that are both deeply sensorial and clinically effective, bridging the gap between experiential and results. Globally, Borghese continues to expand its spa footprint, with locations in South Africa, Hong Kong and North America, including Borghese’s spa residency at luxury European retailer Printemps New York. Looking ahead, Borghese is focused on strategic growth in key markets, with plans to launch spas in the UK and Italy, further reinforcing its commitment to its country of origin while introducing its signature rituals to a broader global audience. l More: www.borghese.com spa-kit.net keyword: Borghese Roma SPABUSINESS.COM issue 2 2026 129

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FINISHING TOUCH

by Helen Andrews, news editor

SHUTTERSTOCK/GORODENKOFF

Faecal microbiome transplants may aid brain health

GUT REACTION

Italian scientists discover that brain plasticity could be improved by manipulating the gut microbiome

anipulating the gut microbiome could become a powerful tool for preserving brain health and resilience as people age, according to research by Francesca Damiani and colleagues at the Sant’Anna School of Advanced Studies in Pisa, Italy, led by Professor Paola Tognini. The study, called The critical period microbiota shape brain plasticity, was shared recently on BioRxiv ahead of being peer-reviewed. The research team found that introducing a younger microbiome via a faecal microbiome transplant restored a form of neuroplasticity in the visual cortex. Neuroplasticity naturally declines with age and is essential for learning, memory and recovery following injury.

Impact on gene expression

The team also found that more than 1,000 genes were expressed differently when the microbiome was disrupted with antibiotics, including genes involved in the production and maintenance of myelin – the protective fatty sheath that surrounds the nerves and enables signals to travel rapidly and efficiently through the brain and body. 132 SPABUSINESS.COM issue 3 2026

Other changes were linked to the integrity of the blood-brain barrier, suggesting the microbiome may influence multiple processes associated with brain function, plasticity and ageing. The effects have so far been demonstrated only in preclinical models and researchers say further work will be needed before the findings can be translated into actual deliverable therapies. The findings add to a growing body of evidence that the microbiome could become an important focus for interventions designed to preserve cognitive function, improve resilience and support recovery later in life.

Industry implications

For the spa and longevity sector, the study reinforces the growing importance of the gut microbiome as a potential target for healthy ageing interventions. While many longevity clinics already offer microbiome testing, personalised nutrition and probiotic interventions, future therapies could move beyond assessing the microbiome and towards actively restoring a more youthful microbial profile to support brain health and cognitive longevity. Spa Business first predicted the potential of faecal transplants for spa service providers in its 2015 Spa Foresight report (see www.spabusiness.com/fmt). l

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