Spa Business Education Catalog

Wynne Business presents classes, trainings, and seminars on an expansive array of current spa management and spa development topics. Spa business education is our passion. We are dedicated to raising the level of knowledge, understanding and professionalism within the global spa industry, and improving the profit performance of spa organizations and spa vendors everywhere.

Each course in the Wynne Business Catalogue is available as a stand-alone training session, or can be combined with other modules to produce a custom-tailored training program that focuses on your company's key areas of need. Courses are designed for the needs of management or line employees, and employ an engaging, interactive learning style.

Our lead consultants have a combined 50 years of spa management experience, including in-the-trenches operations innovations from our own hotel spa and day spa facilities, and learnings from our clients’
organizations. We also translate today’s best business thinking into actionable ideas for improving spa organizations.

Wynne Business is a subsidiary of Preston Wynne Inc., a licensed California Private Post Secondary Institution.

Contact us at 877-256-3513 to find out how to bring Wynne Business education directly to your group.

Click here to download the complete Wynne Business Education Catalog

SPA STARTUP AND BUSINESS PLANNING MODULES

SU1. Spa Strategy and Business Planning
This module provides tools to clarify, refine and test the business vision of the spa developer. It helps answer the question, “Is this the right opportunity?”

• Understanding different spa categories and the needs they serve
• Looking Ahead: the Present and Future of the Spa Industry
• What crucial market need will your spa venture fill?
• How to establish and test your business vision
• Understanding the optimum size for your spa venture

SU2. Financial Planning for Spa Startups
This module helps the spa developer understand the investment required to enter or expand the spa business, and provides formulas for forecasting sales and profit.

• Components of the spa startup budget: furnishings, fixtures and equipment
• Setting up the spa: supply costs
• Soft costs of the startup budget
• Projecting opening inventory purchases
• Operating reserves for startup spas
• Creating realistic profit and loss projections
• Pitfalls of forecasting sales

SU3. Designing and Equipping The Spa Facility
This module helps the spa developer understand the key issues involved in developing a profitable physical plant for the type of spa being planned. It is also a crucial tutorial for designers and architects unfamiliar with spa design requirements.

• Crucial issues in spa facility design and functionality
• How big should it be? Understanding your spa’s optimum size
• Ambience requirements for different service areas
• Equipment requirements for different service areas
• Essentials of a functional treatment room
• Workflow issues and utility space
• Fundamentals of Locker Rooms and bathhouse amenities
• The role of “non revenue producing” space in a successful spa
• Versatility vs. utilization: creating multi-use areas
• Creating a vibrant spa store and retail center
• Issues of Facility Construction Management

 

SALES AND MARKETING MODULES

SM1. Essentials of Spa Marketing
This module focuses on both internal and external marketing modalities that are crucial to the success of a great spa.

• Differentiation: what really makes your spa special—and better than the competition?
• Cost effective internal marketing programs and customer retention tools
• Components of marketing collateral
• Creating a great spa website: design and functionality
• Understanding online marketing, Search engine optimization, and paid search
• Internal marketing online: how to use “blasts” and newsletters
• Techniques for managing online reviews of your spa
• The crucial role of Public Relations
• Event marketing
• Marketing to corporations, institutions and groups
• Creating a powerful Gift Program, in-spa and online
• Marketing the treatment series
• The danger of discounting
• Customer Recognition and New Guest programs
• E commerce for spas: are you ready
• The most important marketing question you can ask
• Conducting customer surveys

SM2. Spa Sales Skills
This module addresses the infamous challenge of selling in the spa environment with a clear system that builds confidence and results

• Why delivering excellent services and treatments isn’t enough to make your spa successful
• Selling and Service: two sides of the same coin
• How to capitalize on your natural social style to increase your sales
• Techniques for developing instant rapport with guests
• Consultations: using this simple process to build higher sales
• How to market service add-ons and upgrades
• How to build your expertise, credibility and authority with guests
• Integrating education into a relaxing treatment
• Extending the invitation: how to ask for the sale
• Techniques for selling to hotel vs. local guests
• Cementing the relationship: why spas must follow up after a sale
• Integrating retail into services, packages and events
• Retail sales performance standards for different service specialties

SM3. The Vendor Representative as Sales Coach
This program helps sales reps teach sales skills to their spa accounts, using a proprietary system of customer service and selling we call Selvice. Vendor representatives learn how to deliver the full Selvice training as well as troubleshoot sales challenges and provide ongoing coaching in sales skills and goal-setting This program includes the full curriculum of our Spa Sales Skills module.

• Your sales force…isn’t! Understanding and addressing the roots of “sellaphobia” in spa owners and their employees
• How social styles impact selling and buying behavior
• How operational constraints and workflow issues in spas prevent optimal sales—and what to do about it
• The Seven Steps of Selvice (complete program)
• Setting sales goals for spa team members
• Sales standards for different service specialties
• Helping your customers manage adverse reactions
• Coaching skills for teaching sales to non salespeople
• Do’s and Don’ts of sales incentive programs for support staff
• Creating effective home care recommendation tools for your customers

SPA OPERATIONS MODULES

SO1. Developing a World Class Spa Service Program
This module provides a solid understanding of how to develop a well differentiated and highly marketable service program, while ensuring optimum workflow and emphasizing the most profitable services.

• Trends in treatment programs for different types of spas
• The importance of the Therapeutic Vision
• Building the optimum spa menu
• Minimizing and Maximizing your Spa Menu
• Selecting your professional product lines
• Treatment flow: balancing personalization, therapy, relaxation, education and sales
• Proper documentation for your procedures and protocols
• Controlling your backbar costs
• Fundamentals of successful spa packages
• The role of the support team in a great spa operation

SO2. Customer Service and Quality Management
This module gives a clear understanding of the spa’s “moments of truth” for customer satisfaction, and teaches proven techniques to ensure a world-class guest experience.

• The three essential elements of World Class Service
• What today’s customer expects from a great spa experience
• The service delivery cycle: understanding your many Moments of Truth
• Empowering your front line to deliver outstanding service
• Resolving customer complaints with confidence
• Documenting your procedures to ensure clarity and compliance
• VIP and Frequent Guest programs
• Understanding the special needs of new guests
• Enlisting your entire team in process improvement
• Managing your cancellation/no show program
• Continuity and Communication techniques for your Front Desk Team
• Using Mystery Shoppers

SO3. Fundamentals of Retail Management: Pricing, Inventory Management and Purchasing
This module is designed to help spa managers increase spa profit and free up cash flow through the use of inventory controls and easy to manage purchasing processes.

• What your inventory management software needs from you
• Understanding retail profit margins and pricing formulas
• Pricing strategies for branded vs. private label products
• The Rules: setting up your purchasing process
• The Buying Calendar
• Vendor management
• Price shopping for supplies: when it works, when it doesn’t
• When to do physical inventory counts
• The 80/20 rule: How to identify and eliminate slow moving items
• Creating a robust retail mix

 

SPA HUMAN RESOURCES MODULES

SHR1. Human Resources I: Hiring
This module is designed to help spa owners, directors and managers recruit and hire a world-class team.

• Roles and responsibilities in today’s spa
• Organizational structure/chain of command in different sizes of spa
• Getting the right people on your “bus”: the importance of hiring right
• Why you must “Hire slow, fire fast”
• What to look for in a great spa employee
• Why you shouldn’t hire for “clientele”
• How to develop a solid hiring process
• Interviewing and selection skills for spa managers
• Red flags in the interview process
• Understanding the impact of social style on the interview process
• Conducting an effective Practical interview
• How to accurately value skill, experience, attitude and aptitude when evaluating a candidate
• Employee Interview Lab: practical experience and coaching in interviewing skills
• How to do an effective reference check
• Position descriptions for different spa roles
• World-class service starts with the hire: how to identify top customer service agents
• The offer letter
  

SHR2. Human Resources II: Development, Discipline, and Training
This module enables spa management to effectively develop and retain a world-class team. On-site course content is tailored for practices and regulations of the country or countries in which the spa operates.

• The 12 crucial employee satisfaction questions that determine your spa’s success in growing a world class team
• The First Day: How to create an exciting and motivating orientation
• Keys to effective employee discipline
• How to manage an employee’s Performance Improvement Program
• Non compete agreements, trade secrets, and issues of confidentiality
• How and when to terminate an employee
• Communicating a “separation” to guests and coworkers
• Fundamentals of spa employee training
• Creating training that works for different learning styles
• Managing and documenting your employee training program
• How to budget for training
• The in-house trainer
• How to manage outside trainers for the best results

SHR3. Spa Employee Compensation
The controversial and often misunderstood issue of spa compensation is at the heart of your company’s profit formula. On-site course content is tailored for practices and regulations of the country or countries in which the spa operates.

• Compensating treatment staff: a comparison of different pay plans, from salary and hourly wage to commission and fee for service
• Using independent contractors
• How paying for productivity grows sales
• Designing retail sales commission program
• An incentive plan for support team members
• How to develop an advancement program for pay-for-production staff
• Compensating support staff
• Compensating management staff
• Compensation issues in the startup spa
• Incentives and bonuses in the spa
• Typical spa benefits programs and managing benefits qualification
• Managing unpaid time away
• Offering vacation vs. a “service award bonus”
• Overtime and work schedules in the spa environment

LEADERSHIP DEVELOPMENT

LD1. Fundamentals of Leadership in the Spa Organization
This module addresses the crucial skills and sensibilities of a true leader, and provides insights into the way to most effectively lead spa employees.

• Leadership vs. Management: what’s the difference?
• Understanding your natural leadership style
• Managing and motivating different social styles
• The industry’s cultural challenges for spa leaders
• Learnable leadership skills
• The Servant Leader: leading by example
• Getting the most out of your management team
• Creating a vision, getting buy-in from spa teams
• Succeeding as a new leader
• Time management skills