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A POOR BUSINESS AND CUSTOMER EXPERIENCE AT A SPA OR MASSAGE ESTABLISHMENT

This is a professional evaluation of what turned out to be a very poor experience at the YĀTRĀ Urban Spa at Montcalm Royal London House. This is merely a professional opinion of a one-time experience at this establishment.

This was supposed to be a several hundred dollar prepaid massage therapy and spa appointment with add-ons at an upscale spa in London. I arrived without a minute to spare to my 11 am appointment that I had prescheduled and paid 100% for in advance, on their website.  I emailed the spa shortly prior to my arrival to tell them that I was on my way, but uber was arriving later than their guaranteed 10:30 am arrival time.  I first tried to call the hotel where the spa was hopefully located, but the phone number on the hotel website was not configured correct for an international call and obstructing an international call on my cell phone from the U.S. The address and phone number of the spa was not listed anywhere on their spa website pages; however, you could access the spa website pages through the London hotel website, so I used the London Hotel's info as contact information for the spa.

When I arrived at the spa, I was greeted by staff that were not overly friendly. They told me to sit in their waiting area despite my appointment time was already starting when I was supposed to be on the table! Then a front desk staff member brought me a client intake form which I had already filled out half an hour earlier in my uber, on my ride over.  I told them I had already filled out their online intake form and then they took their written intake form away. 

I then asked the front desk staff if they wanted me to change into a robe or anything, and they said yes and told me to wait again.  I stood waiting for a robe, shocked that they seemed so unprepared for my arrival, which was now overlapping the time I should be on the table receiving my prepaid services.  When I asked what was going on with the robe after waiting an excessive period of time for it, one staff member went into another room where the other staff member went, and then a robe with a towel and slippers were then handed to me.  I was then told to go to the lady’s locker room to change and that there would be lockers available for my items.

I went to the bathroom first before changing.  I could only wash my hands with water because their single soap dispenser at the sink was empty.  I also had to go to a second toilet stall because the first toilet stall seat was stained with urine. After using the bathroom, I removed my clothing at the lockers and put on the most ill-fitting robe I have ever worn in my life.  The robe’s waffle weave material was of standard/good quality, but the robe was above my knees while the sleeves were almost a full foot past my wrists, and the front was barely covering me.  If I bent over in it, I was going to put on a good show!

I returned to the reception area, and someone told me to follow them into a room. When I entered the room, I saw dirty filth on the floor at the entrance way with electrical cords that anyone could easily trip over next to the entrance (screenshot below).  I was not warned about the electric cords and luckily saw them when I was examining the filthy floor.  Below is the only picture I took at the spa given the email notification I received after this business secured my payment. It said photos were not allowed to respect guest privacy.  I feel this photo is not invading guest privacy which is the only reason provided for their no photo notice after nonrefundable payment was collected.

 

The person I followed into the room did not ask or address me by name, nor provided their name or their function in the spa.  They instructed me to lie face down on the massage table and to cover myself with a towel.  It appeared they had professional spa tables with a hole cut out for the face during pronated position. The table draping was all perfectly coordinated matching brown color.  I asked the woman’s name who led me into the room, and if they were my service provider?  She told me she was going to provide my massage and her name.  I then asked her what my appointment would entail, given I was super interested in their 5-element theory services.  She then responded it was an aromatherapy appointment.  So, I asked her, what type of aromatherapy, and does she know which essential oils are being used for which element?  She responded I was going to receive zest massage oil and it was for fire (although she cited a different element before correcting herself to fire). It was then that I realized this was going to be a simple preblended oil massage, and there was no true 5-element theory being practiced here.

I pulled the towel back on the massage table as she had asked me to get onto the table in pronated position.  She then immediately took the towel from my hand and placed it back over the table sheet that was covering the entire table, with a small hole in it for my face.  When I realized that she wanted to leave that small towel over the entire table sheet to keep the table sheet covered or clean, I realized there was no sanitary barrier provided for between my face and the table sheet hole.  So, I told her I wasn’t comfortable placing my face on the table sheet if it wasn’t clean, and she responded to not worry about it because they change it once a day. I had an 11 am appointment, so I started to wonder how many clients’ faces had already breathed into that terry towel table sheet fabric before asking me to place my face directly in it too.

I then told her I really was not comfortable placing my face on the table sheet because it seemed unsanitary, so she rephrased and responded: I mean we change it after every client. Unfortunately, that’s not what she had initially said, and those are extremely expensive table sheets.  Without telling her, I realized those table sheets could run around $100+ each. I personally doubted they were being laundered and replaced with frequency between every client, because that would seriously deteriorate the table sheet’s life use, not to mention they’re extremely bulky, and I couldn’t see where they would store such bulky items to replace between every client. Without saying so, I believed her first statement was true, and the table sheets were not to normal sanitary standards if a client is breathing on them without replaceable barriers, and if that draping is only replaced on a daily basis.

She then started folding a towel to create a better barrier between my face and the terry towel facial hole of the table sheet.  Knowing that bacteria or viruses such as COVID-19 could have already contaminated the massage table sheet, I told her I was simply going to place the towel over the hole and turn my head to the side instead of place my face in the hole.  This would be much less comfortable for me, but I felt that it was better than possibly getting sick with COVID or other infectious disease.  She accepted this and left the room so I could get onto the table.   When she returned to the room, she asked if I wanted the table heated and I responded yes.  I heard a bunch of beeping which sounded like she was increasing the table temperature with a heating apparatus; however, no additional heat was ever felt. I believe their table heating apparatus was broken. She never checked in about temperature again throughout the entire massage therapy appointment.

The massage therapist’s initial contact through the towel was divine.  It was firm, confident and complete. She moved with ease over the towel with compressions prior to undraping my back to start the massage. The initial aromatherapy oil application was average and then a superior back massage followed.  My ankles were not properly bolstered while lying in a pronated flat position, so I asked if she could provide bolstering for my ankles and she did. It seemed like they had setup the table for massage with a rolled up hand towel near the ankle area which provided less than 2” of ankle bolstering prior to mounting of the table, which is not effective nor acceptable practice.

After fulfilling my ankle bolster request, she continued her back massage with superior strokes that were an excellent speed for the pressure.  She had a good variety of strokes that went from small to large, light, medium and firm pressure, fingertips, full hands, heel of the hand, palms and forearms.  It was all good with the exception that she occasionally dropped to a one-handed massage which still felt excellent.  While most therapists would maintain 2-handed contact through the massage, her 1-handed work was of such high quality that you don’t really miss the 2nd hand lack of contact. We simply believe that 2-handed contact should be maintained at all times during massage therapy practice, although if someone was to occasionally use 1-hand instead of two for full body massage therapy, we would say this was a perfect example of where that practice could be acceptable given how complete and incredible it felt.

During my back massage, the massage therapist lifted my arms that were lying on the table next to my body, and she hung them over the sides of the massage table with my elbows flexed at a 90-degree angle.  This was acceptable, until she started performing shoulder depression techniques.  Hanging my arms over the sides of the table elevated the super vertebral border of my scapula which repeatedly made bone-on-bone contact with her knuckles during her shoulder, upper back and cervical massage, which was uncomfortable.

Her posterior leg massage was wonderful.  She undraped both legs and worked on them simultaneously.  Her strokes included superior travelling lateral lower extremity massage strokes immediately followed by inferior travelling medial lower extremity strokes.  So, it was an outside inside circle of massage throughout the lower extremities leaving them feeling quite complete.  She then continued on to perform more posterior leg massage, one leg at time to complete the pronated work. The therapist appropriately redraped each area after completing the local massage.

When she finished pronated massage, she excessively tapped my shoulder despite myself being wide awake and asked me to turn over.  She left the towel flat on my back without adjusting this draping out of the way for me to move, which was awkward.  I began to turn over to supinated position, and she then quickly grabbed the towel and lifted it so I could turn more easily. She did not move the ankle bolster before she asked me to roll over either. This left the bolster in the wrong place when I rolled over into supinated position, so I had to ask her to move the bolster into an appropriate position underneath my knees so that I could be comfortable on the massage table.

Once I turned over into supinated position, she then performed similar bilateral work to the anterior lower extremities with her continued superior massage therapy strokes and contact. She performed foot massage while working the legs. She continued her massage to my upper extremities which was unremarkable when compared to the application in other areas of the body.  She finished her massage with my head neck and shoulders with continued high-quality massage.

When performing full body massage therapy sessions, especially when a client is wearing footwear that exposes their feet to the elements, such as flip flops or sandals, we would prefer to see a therapist working on the feet last or wash their hands prior to working around the face after touching the feet. This was not done in this appointment.

During the entire massage, the service provider did not check in with me about her massage pressure, areas to work on, music or temperature.  The table temperature she stated was going to increase at the beginning of the massage was never felt, and she never checked in about that adjustment either. I did not ask for adjustments for any of these measures beyond appropriate table covering and massage bolstering.

The massage therapist unfortunately suffered from halitosis, aka bad breath.  In addition to the offending odor, I suffer from an allicin allergy, and I detected what smelled like hints of garlic which made me feel slightly sick during the massage, especially during the supinated upper body work when her airway was closest to my olfactory senses. 

When my massage was finished, I could hear her washing her hands in the treatment room sink. I was then asked to get up and put my robe on and exit the treatment room.  She then asked if I liked the appointment.  It felt more like she was seeking praise rather than anything else.  If I had wanted more or less pressure, alternative music or anything different, then it was too late to make that accommodation.

I did have other services scheduled at the spa, so I put my robe on and went to the front desk to inquire about what I should do to receive the two other services I had scheduled.  The front desk staff member seemed shocked at my question and told me to have a seat in the waiting area, again. I sat, waited and watched commotion between the front desk staff and therapist who had just performed my appointment.  Several minutes later the therapist who had just completed my massage asked me to follow her back into the treatment room to perform the other scheduled services. It should be noted that this establishment had me pay for all services including the add-ons in advance, but seemed unaware that I had scheduled them, never mind the fact that I had already paid for them too.

My massage and add-on appointments were performed in a couple’s room where they were two tables with plentiful room for both. The spa itself is in the basement of the hotel and is of standard quality or layout for the potential of an upscale experience.

After my massage and add-on services were completed, I was able to enjoy the establishment’s hydrotherapy offerings including the pool and hot tub that is available for both male and female guests. Both the pool and hot tub were perfect temperatures at this establishment.  I also continued my hydrotherapy experience by showering in the lady’s locker room where there was:

  • Excellent shower pressure.
  • Perfect water temperature.
  • Aromatherapy shower gel, shampoo and conditioner provided.
  • Ceiling mounted waterfall shower and handheld shower handle available.

I also tried to go to the bathroom again a few hours after my arrival, only to find that the earlier stained toilet seat still remained. I had mentioned that the soap dispenser was empty to front desk staff once I had changed into my robe prior to my massage appointment.  The hand soap dispenser was successfully refilled and usable.

To conclude this experience evaluation, this spa has many qualities to become a superior establishment. To improve its quality, our recommendations would be:

An overhaul of the spa website, including:

  • Eliminate pre-tipping payments for services that haven’t been provided. It is not appropriate to charge a customer for tips aka as service charges prior to the appointment, especially if the client misses the appointment and is not able to receive the service due to illness, traffic issues, etc.
  • Include appropriate contact information including street address and phone number without international digits included on the spa website.
  • Publish the spa’s business policies somewhere clearly visible and accessible on the spa website.

Better therapist education including:

  • How to properly explain appointments to clients prior to providing them (this is also required from a safety perspective).
  • How to verbally check-in with a client during an appointment to ensure the recipient is comfortable and make appropriate adjustments as needed for continued enjoyment.
  • How to properly bolster and drape supinated and pronated massage clients.
  • Review the client’s health history on the intake form prior to service.

Improve front desk operations:

  • Be prepared for client arrival, especially for clients who are running behind (directing customers to sit and wait during their massage appointment time is unacceptable).
  • Coordinate proper execution of paid services to guests amongst staff.
  • Polish the guest welcoming experience.

Sanitation and safety measures that could be improved include:

  • Clean the floors and remove all visible stained/filth.
  • Cover exposed electric cords on floors where a client could trip.
  • More regular checking and cleaning of the guests’ bathrooms or overall establishment.
  • Ensure tables, equipment and supplies are all being properly sanitized.
  • Ensure table draping is being properly replaced with clean draping materials between clients.
  • Install more user friendly or cost-effective table and customer draping materials, if it is not reasonable to properly change the current table sheets between every client.
  • Continually provide  appropriate sanitation products, such as ensuring hand soap containers are not empty.
  • Provide personal hygiene education to staff, including topics such as halitosis and hand washing requirements.

Improve spa experience:

  • Do not provide uneducated services publicly.  If the staff or business is uninterested in learning about a  service to provide it, then it reflects badly on the business, especially when an educated customer is not provided proper service similar to what was experienced here. It’s probably best to cancel services with apologies due to staff or supply shortages when they cannot be properly provided rather than provide bad experiences like this one.
  • Provide a better cancellation policy.  A 7-day cancellation notice requirement without refund is excessively exploitive, punitive, and also subjects the staff and establishment to infectious disease without a more reasonable policy for sick customers.
  • Provide teas, snacks and other common offerings for customers to enjoy when they have paid hundreds of dollars for services and will be spending a decent amount of time at the establishment.
  • Wall hangings, pictures or art (of ANY value that include purchases at discount retailers) could visually enhance and improve this basement spa’s appearance. The physical space itself is acceptable but could be visually improved with little expense and effort.

 

How did I get to this unfortunate experience?

I chose to book a 60 Minute 155-pound Elemental Journey Fire Massage at this spa after seeing the hotel rated #1 on Trip Advisor. This massage alone equals $210 US with the exchange rate, plus they add a mandatory tip in addition to schedule the appointment. This establishment has really nice pictures on their website, and their 5-element theory services peaked my interest, so it looked like it would be a great experience!  Especially after that #1 online rating!  What could go wrong?

I booked the appointment online and the first thing their website did after I selected which service to schedule was it asked me for a tip (In London, they call their tips “service charges” which I believe is different from how the US defines service charges).  I hadn’t finished scheduling the service yet and their system was already asking me to prepay a tip for it!  How am I supposed to tip someone without seeing, feeling or knowing the service quality? That is a rhetorical question.  The answer is you cannot tip someone in advance, and it is poor business practice to expect  this when the customer has not experienced the service to provide the appropriate tip amount for it.  Tips should almost always reflect the level of service provided. And in some countries, tips are automatically included in the service price, so it would not be appropriate to tip even more than the tip that is already included in the price with average service.  At this spa, they provided three different percentages for service charges on their website before I could finalize scheduling an appointment with them, so I selected the service charge option in the middle of the three, hoping it would be appropriate.   I felt I could always tip more if I felt it was appropriate to do so after the service.

After I was forced to navigate through online tipping before ever seeing the spa, meeting the staff or receiving the service, I was then given the option to schedule add-ons. So, this went from a poor experience to an excellent one!  Then I saw all of their options and prices which were extremely affordable, so I’m thinking awesome, great, terrific!  I absolutely love this!  That’s great business for both the spa and customers to offer add-ons. I forgot all about that sour upfront tipping experience! I added-on a Radiance Scrub which I assumed was a full body scrub given its 15-minute advertised application.  Afterall a 15-minute scrub application wouldn’t be appropriate for the back or decollete because it would be raw after 15 minutes, and if it was only arms or legs, then it should say arms or legs.  They do advertise a 15-minute foot scrub so through obvious deduction, I assumed it was the full body.

I also added what was listed as a “Radiant Lift” to my massage appointment, which was advertised as a kombucha-infused sheet mask for the face. It takes less than 30 seconds to apply a facial sheet, so my curiosity was peaked about what they would do for the other 14-minutes of the appointment. In my past establishments and in our current school here at CE Institute LLC in Miami, Florida, we would provide scalp, hand, and or foot massage while a client is “masking”.  Seeing I was in another country at a high-end establishment, I was looking forward to seeing their methods and comparing them to ours.

Both radiance add-ons (scrub and lift) were advertised for 20 pounds and 15 minutes each.  That’s a bargain folks!  It’s also wonderful marketing focused to boost business income, keeping the practitioner busy with diversified work and possibly land even greater sales if the customer purchases retail products from the add-on services.

Their website then forced me to pay in-full, 100% in advance for all of the appointments without showing a cancellation policy for the payment!  I was happy to provide my charge card to hold or deposit the appointment.  I was even happy to provide my credit card for possible tardy or no-show charges.  So all that excitement over the add-on services was turned sour again when I was asked to tip in advance, and now I’m being forced to pay in-full to schedule it all.  It felt like I was on a rollercoaster booking this appointment.  There were lots of exciting opportunities to enjoy here, but their business practices at offering them were appalling.  So, I paid in-full, 100% in advance, and then started searching for an exact address on the spa website to navigate transportation and learn what time I should leave to allow plenty of time to arrive and check out their business.  I had looked up where the hotel was prior to scheduling and knew it was close to where I was located.  But I also know that some hotel associated spas could be across the street or in a separate building, so I wanted the exact street address to enter on my cell phone for an uber.  There was no published street address in the spa’s confirmation emails after my full payment, nor was this listed on the spa website.  This was a roller coaster experience for sure, of highs and lows, of what are we doing here? Did I just pay hundreds of dollars to an online scam masquerading as a luxury spa? Or does this place really exist?

Then when I read their confirmation email, I wanted to immediately cancel the appointment because it said that pictures were not allowed in the establishment for guest privacy.  I was perturbed  again, this time for  a different reason.  I wasn’t provided their spa policies in advance, prior to requiring me to pay and tip first with a nonrefundable several hundred dollar charge. I can’t find their spa business policies listed on any of the spa’s website pages. I felt this was really bad business but then I realized, I’m visiting for an experience, and we all learn from good AND bad experiences.  So, while I was still intrigued to see what they were doing with their 5-element massage plus add-ons, I thought, even if this was a bad experience, it’s something I could share from a teaching perspective to help others learn from it, including myself.  And even if I had wanted to cancel, there was no phone number to call for immediate action, and it was nonrefundable, so while I could email them, I deferred to my latter decision to allow this experience to happen whether it was good, bad or average.

Greater images plus the staff are purposely not named or pictured in this professional evaluation due to the constructive analysis, and to protect their privacy.  This evaluation here is purely written from an educational standpoint of what to do or not do during a massage therapy appointment.  This is a personal opinion and experience to as learning and teaching opportunities to improve overall massage therapy industry practice and spa operations. This is an extremely fair and accurate description of what was experienced .  To claim it was better would be a false representation.

 

 

Provide Better Results with Neuromuscular Therapy By Getting to the ROOT of Causation

Does anyone know what's pictured here below in this article? Or why that picture would be shown when discussing the root cause of a problem?

That is a water pump that was installed and made available for public service to London's population from over 200 years ago.  Today, it's now walled off with an iron fence, but well preserved as part of London's history.

Do you know why an image like that from London's history is significant to the definition of root cause? It's because 40 years after that pump's installation, there was a significant cholera outbreak in a consolidated area of London; and, only one doctor was able to zero in on the source that created this rapid disease outbreak. That doctor started documenting all of the cholera illnesses and deaths on a map, and found that they circled around one of these types of public London water pumps. 

England's Thames is one of the most popular rivers in the world. It was the lifeblood of England, where settlers could easily move up and down the country, and accept traders and other goods over this easily transportable body of water.  Then the Thames River became England's toilet. Before modern day plumbing was created, toilets were installed along the Thame's where residents relieved themselves, then the Thames would wash the sewage away. That was until the population grew so great, that the Thames became a literal cesspool, and that grisly sewage leaked into London's water supply. One of London's water wells/pumps became particularly contaminated to the point that it was responsible for the severe cholera outbreak of 1864.  Once the infected well was identified and it's pump handle was removed, there was a significant decline in cholera cases.

So what does that have to do with neuromuscular therapy which is also known as NMT? 

Neuromuscular therapy (NMT) attempts to discover the root cause of whatever reason placed a client in front of a practitioner.  Some clients seek massage therapy for back pain, insomnia, ambulatory issues, stress or other medical disorder.  So when a client shows up to the office and receives a general Swedish massage, would they feel better?  Probably? Definitely? We would say or claim almost anyone would feel better after a regular full body massage.  But would a regular body massage provide long lasting relief from headaches? Or back pain?  Or postural issues? The answer is no.  Regular body massage usually provides temporary relief, which is why we have neuromuscular therapy for practitioners who want to dig a little deeper to that root cause of an issue.

We will compare this to London's 1864 cholera outbreak. Could doctors provide laudanum or other medical treatment while a client was dying of cholera to ease their suffering? Sure they could. But would that really help them? Of course not. According to the Mayo Clinic, over 50% of individuals infected with cholera will die if not properly treated with today’s advance in medicine.  It's the same with body massage.  We're providing a temporary relief, but that may not address the root cause or causation of the medical issue for why the client sought treatment in the first place.  We must find the root cause of any issue to provide significant treatment to a client seeking relief.

In neuromuscular therapy, our job is to:

  • ask questions
  • assess posture
  • measure leg lengths to look for anomalies
  • visually inspect foot care and wear
  • relieve trigger points
  • determine if a client has lost range of motion
  • elongate shortened soft tissue aka increase range of motion (ROM) with massage therapy, bodywork and stretching techniques 
  • much MUCH more....

 

 

Neuromuscular therapists are looking for what could be causing the issue where a client is seeking relief.  Sometimes the issue is easy, such as your client is an athlete who just ran a marathon, and all of the strenuous exertion has made them seek pain relief.  If we only had clients that were all as easy as this scenario.

Some of our clients are seeking massage therapy because modern medicine has failed them. They have some type of pain or disorder that several doctors have already missed or dismissed, and the client is still seeking answers, and is now sitting in front of you. Neuromuscular therapists are investigators. Our job is to look for a root cause of whatever the client suffers from, and then:

  • provide skillful soft tissue manipulation as needed
  • provide recommendations within their scope of practice, such as: your shoulder would probably feel better if you didn't carry that twenty pound purse on it all day
  • provide referrals to other medical professionals as needed (i.e. From looking at your feet and then the wear pattern on your shoes, you might benefit from some orthotics. Let’s have you meet with a podiatrist to see what they think, while I simultaneously try to increase your circulation to your lower leg cramps and relax some of soft tissue restrictions.) and much MUCH more....

Here's an example of seeking a root cause with a client who is experiencing headaches with unilateral neck pain.  If you observe them turning their head every time you speak, ask them if they hear better in the ear that they are turning towards you. If yes, refer them to an audiologist for a hearing check.  If their hearing is properly restored, perhaps they'll stop constantly turning their neck to one side which might be causing that unilateral cervical pain with headache. Once you've relieved their trigger points, released soft tissue restrictions, restored range of motion or whatever else is obtainable, you will likely have addressed that client's root cause of their medical problem as well as provided some much needed relief.

When a medical issue such as chronic or worsening headaches with increasing cervical pain is presented to a doctor, they might order tests to rule out a fatal obvious problem such as blood clots. They could order MRIs, cat scans, or other life threatening potential causes, but do you think a doctor takes the time to really evaluate a client today? Most do not have the time to sit and have a meaningful conversation with a client, asking questions and watching or evaluating different soft tissue ailments, or the client’s overall body mechanics in general. That’s where a neuromuscular therapist can help.  It is our job to evaluate the client’s body mechanics and more, to try to get to the root cause of their issue and address it.

Now some might think NMT practitioners will have less clients because they resolve a root cause to the point that a client may no longer need to see them, but that's just not the case. That’s because people love to talk.  When someone shares that a therapist relieved pain that four different doctors couldn't, just get ready for massive referrals and more medical problems to present themselves with new clients at your pain relief establishment!

In today's hands-on therapeutic practices, we want to continue the work that was extraordinarily defined with this example of a cholera outbreak over 200 years ago. We need to get to the root cause or causation of medical problems to really help our clients with a more holistic approach. While most medical practice today is transactional, where one issue is treated which could cause four more issues, we want to be different.  Let's treat the root cause of medical issues with neuromuscular therapy to help our clients even more. 

 

 

 

 

 

 

 

 

Utilize Extra Space at Your Massage Establishment or Spa with Open Service Treatments

Utilize Extra Space at Your Massage Establishment or Spa with Open Service Treatments

As time goes on, real estate becomes more expensive.  Rents in the United States are not returning to prices from 20 or 30 years ago.  Our operational costs to do business, which includes rent costs are included or built into the price of our massage therapy appointments or spa services.  So that brings us to one question.  Do you think you would have more business if your services were less expensive?  Do you think more clients might try a service or appointment at your business if it was more affordable to them?  If you said yes, then cue open services.  Open services can often utilize your existing space without having to pay additional rent. Retail establishments have been providing open services for decades (Sephora of Paris on the Champs-Élysées pictured below), so why can't you add this to your establishment too?

Some businesses such as high end retail stores or airport massage establishments already set-up their treatment areas in open space to maximize the amount of treatement stations that they can include with that location.  Rents can be extraordinarily high in those busines environments to the point that services would be unafforable to build out a private treatment room for traditional private massage therapy or bodywork appointments.  But you don't have to be in airport or retail space to offer open services.  Any spa or massage establishment can add these, as long as your city or state building codes or laws allow, and you can do so with the quality expected of your establishment. 

Some massage and spa establishments have larger waiting areas, oversized treatment rooms and unused space.  If you’re lucky enough to have this, we recommend adding open services to your treatment menu to:

  • keep yourself or your staff busy
  • earn greater income
  • practice shorter or different services than regularly provided in a private treatment room
  • diversify your work to make it more interesting
  • expand your service menu with mini-treatments and other incentives to get new clients into your establishment
An open treatment service menu might include things such as a foot reflexology appointment, with the client in a reclining chair with leg rest that lifts their feet into the air where a seated massage therapist can provide the service.  In that same reclining share you can offer spa facials, scalp massage, Indian facial massage, ear reflexology or other massage and spa treatments while standing behind or to the side of a reclining chair. Even hand reflexology or massage plus manicures might be provided with a seated client in an open treatment area. 

Some open treatment establishments already have mechanical or automated massage services to lower their operating costs, which might include mechanical massage chairs or aqua jet machines for pronated clients. Adding these machines to a spa or massage establishment can:
  • incent a walk-in client to stay and wait for the next appointment time if you offer a free or discounted mechanical chair massage while they're waiting 
  • mechanical equipment over time is usually cheaper and easier than paying or employing staff
  • free mechanical chair massage can keep a client happilly waiting for any staff member who is running behind
  • can be offered for a charge which will add to your income and bottom line





There are an untold amount of options. Be creative and think about how you can diversify your practice into new concepts for better benefits.





Ruins or Basements or Somewhere in Between? What is Your Massage Treatment Space Like?

Ruins or Basements or Somewhere in Between? What is Your Massage Treatment Space Like?
by Selena Belisle, Founder/Instructor, CE Institute LLC

Massage therapists experience a very high burn-out rate amongst professionals.  We believe the redundancy and monotony of massage practice affects our burn-out rates.  As such, we're creating an educational series for massage therapists to strengthen their massage practice for career longevity, and one of the ways we can strengthen our desire to work is by changing our surroundings.

Some massage therapists change careers while looking for something different.  We would have loved for those practitioners to make a serious change in their work environment prior to exiting the industry, or starting over in a new one.  What we're seeking is a transformation.  Some LMTs are transforming their jobs into other careers, and leaving a job they wanted so bad that they spent a minimum of 6+ months in school full time just to achieve it - massage therapy!  So why not transform your surroundings to create a whole new sensation for both you and your customers?

Did you know that some of the most expensive and exclusive spas in Europe are in the basement of their building? They are dark spaces, void of windows, but still manage to help their clients feel heavenly.  So how do they do that?  It's by creating surroundings that make us feel peaceful and wonderful and everything we are seeking out of massage or spa service.  I would know, I've had massage and spa services at all of them listed here!

Below are website links to these premium spas that you can view in their basement setting.  Of course most of us do not have the budget to put a commercial swimming pool in our basement, but at least this provides the jest of ideas that we can make more out of our massage treatment space that perhaps we thought possible:
  • Four Seasons Hotel George V, Paris: (pictured next/below) https://www.fourseasons.com/paris/spa/
  • Ritz Paris: https://www.ritzparis.com/hotel/paris/ritz-club-spa
  • Claridge's Spa, London, England : https://www.claridges.co.uk/spa/

Below are images of a bombed out church from World War II in downtown London, England. Do these images make you feel the war and violence? Or do you see the peaceful and relaxing garden they made out of it, where people are enjoying the Summer sun, taking a break amongst the ruins, talking, enjoying themselves and some afternoon lunch:

That garden made out of ruins in the City of London, England is called the Christ Church Greyfriars.

We provide these examples because there are quite a few massage therapists today working in fairly dismal conditions or surroundings.  For older businesses such as a hospital or chiropractor's office, massage may have been added after the business was established, so the massage treatment room(s) might have been an afterthought and received less than quality space.  However, less than quality space does not have to be bad.  These examples here show that war ruins and the basement can be elevated to incredibly wonderful spaces, and we hope you will be inspired to improve your work space too. 

Botanicals, lighting, decorating and more can all be easily achieved with the right touch.  We don't need to hire interior designers or install a pool to make our workplace wonderful.  There's plenty of assets available today that are affordable and can inspire different feelings with a little bit of thought, time and patience to put it all together.

This year, I listened to a recording at St. Paul's Cathedral in London, which is only a block away from this garden that was made out of WWII ruins.  St. Paul's Cathedral claims to be the first church to install visual art, which shows video on four TV screens of different spiritually contexted depictions.  During St. Paul's audio recording that highlighted their unique visual art pictured below, they stated something wonderful:  "Art is a universal language."

 

Now we're not suggesting that you install TVs in your massage establishment either.  We're simply showing these out-of-the-box ideas to hopefully stimulate some of your own.

Have you ever had experiences where you didn't feel connected with your client?  Perhaps there was a language barrier?  Or maybe the client is used to a different therapist and unhappy about seeing a new one?  Maybe they are scoffing at the price you charge for your service?  Taking pride in your surroundings that might include inspiring artwork for peace and relaxation could be a new connection for you and a client. Wouldn't it be wonderful to find appealing artwork that you could enjoy everyday, and use to create new connections with new clients?

I have a personal story to add to this experience of changing your surroundings to strengthen your massage therapy career.  Many years ago after my motorcycle accident, when it was determined by the doctors who said I would never work or walk again (they were wrong), I rented a bunch of offices in an old office building to create a group massage therapy establishment and alternative health care clinic.  My friends helped me paint the offices in different pastel colors, and then we all dunked our hands in the paint and put our handprints on the walls of the back staircase from one floor to another in all the different colors of our newly painted pastel treatment rooms.  Every time I had to climb those stairs with my broken bones, I would see all those handprints and know that my friends helped me set up that practice and I enjoyed seeing that.  Fast forward 10 years where I employed a bunch of therapists that never knew how bad off I was after the accident, and they just wanted a fresh look in the office with no handprints on the walls or pastels.  I didn't listen to their requests because I was too attached to the work my friends and I did as a group to paint and decorate my new career as an establishment manager after the accident.  Then, I went away for a school trip to the far east to study ancient medicine.  When I returned a month later, I found that my general manager had taken a couple thousand dollars out of my business account and painted over my two floors of offices, and installed some new carpet and all new curtains too. I walked into my own business with complete shock, not knowing this had been done! Now most managers would be fired for spending that type of money without their boss's consent, especially when they knew their boss didn't want those changes.  But when I saw how happy my staff was with the changes, I couldn't be upset.  I didn't realize how important it was for my staff to make those changes, and I'm very glad today that my manager knew it and made them for all of us.  The thing is, my manager knew how important it was to me to keep my staff happy.  She felt that we needed to breathe new life into our group practice, and she was right.  The refresh of our establishment literally rejuvenated many of our careers, and our clients loved the new feel too.  Some of us don't want or like change, but change is often necessary. This is just one example of many to show this is true.


To transform your massage or spa business on a budget, look to your local thrift stores or salvation army.  Discount retailers such as TJ Maxx, Marshalls, Home Goods, Ross, Target and even Walmart sell wall hangings, decorations and art at low prices. Watch for sales and check the reduced price aisles too. Even eBay might be an option, especially if there's a decent return policy if you do not connect with whatever you purchase! Get some friends to help and look up your local garage, lawn and tag sales. You'll never know what you'll find in these places, but hopefully something will speak to you.  Someone's discards are another person's treasure!  Perhaps you'll make new inspiring memories like I experienced with my friends' contributions. Don't forget something as simple as a can of fresh paint, new curtains and other visuals can transform your workspace into something new too.  


The following depicts a spa and massage establishment that was built underground in the basement of a stone building in central Paris. They turned what looked like death's dungeon into a peaceful and private oasis away from busy city life.  And based upon their prices which were excellent, such as starting a mini spa package at 99 euro, it sounds and feels like they were able to keep their rent expenses quite low when you compare their prices to the rest of the St. Germain area. We did not use a flash with these pictures which are not of the best quality as to not annoy the other present guests enjoying this unique space and experience:


This is the main corridor through the main area where treatment rooms plentiful treatment rooms and showers line both sides of it:



A relaxing area sits adjacent where guests can refresh themselves with water and teas:



They have promoted retail throughout the spa with posters, and by showcasing oils in one-gallon vats:


They've put finishing touches throughout the basement by lining the stairs with no-flame candles and other unique decorations and touches:



They even built in a large jacuzzi spa with relaxation area in the basement. Please notice how they left the original stone in place, and then decorated around the existing stone surroundings:



Then for the ultimate spa and relaxation experience, they provided extensive private shower, relaxation and changing areas for guests:


So if this can be made out of a medieval basement of one-time filth, imagine what can be done with your place? The Parisian basement spa repeatedly referenced in the pictures above has a lovely shared outdoor courtyard space which is a wonderful asset to those who might be conscientious or deterred by business in the basement. Adding a foliage covered trellis could provide additional treatment service area for those who prefer outdoor services, and a better treatment option if a service provider finds themselves working during an airborne viral pandemic such as COVID-19.


There are many reasons why massage therapists should take pride in their work surroundings, and there's many things you can do at various prices to improve your work and career areas as well.  In our series where we will share information about strengthening massage careers and the overall industry, please take a moment to think about how you could improve your workspace for untold benefit. Let's make stronger connections in our careers and enjoy them too!


Mites and Parasitic Infections with Massage Therapy, Spa or Medical Practice

Mites and Parasitic Infections with Massage Therapy, Spa or Medical Practice

Many pathogens including harmful parasites can be microscopic, meaning they are not visible to the naked eye. If your client suggests they have a new unknown itch or rash, it’s always safest to have them see a doctor prior to potentially spreading a harmful infection.  Working on a client with an unknown rash or itch is too big of a risk, given the practitioner could acquire the infection themselves and/or spread it onto other clients.  Even if a practitioner wears gloves, that is not good enough, because parasites or other harmful pathogens could spread into your treatment area causing further infection later on down the road.

Different parasites commonly harbor in different areas of the human body depending on which type of infection is present.  Some integumentary or skin infections may be more prevalent between the fingers while others may harbor in areas of where clothing meets the skin, such as underwear, shirt or pant lines.  Other infections might show a “line” of parasitic infection on human skin, such as what is pictured in this article on the individual's posterior lower leg. 

It is critical to conduct a proper and thorough client intake process before a client disrobes or infects your treatment space.  This would include devising your own written client health intake form for the modalities that you offer or practice.  Most liability insurance companies provide general client health intake forms for free to their customers, and then a practitioner can determine if that form makes sense for their practice, or if it should be modified for their own practical needs with legal counsel or other options. Once the client has filled out their intake form, practitioners should take notes of each treatment provided to ensure the client’s goals are being met for overall quality and improvement measures.  Upon each new client appointment, practitioners should then ask the client if there’s anything new since their last visit, and that is when a practitioner should be notified if a client has a new itch or rash.

If the client does not disclose a new rash or itch (that developed for an unknown reason) until they are on the treatment table, it is probably best to immediately terminate the session until a medical diagnosis is determined that it was not caused by something that could be contagious.  While that may seem inconvenient, continuing the session with a possible contagion puts everyone at higher risk and is ill-advised.

It is also important to prohibit clients from bringing their own linens, cushions and other fabric type items into your work space, given they can be difficult to sanitize and can also harbor harmful pathogens beyond our clients themselves.

Would you like to learn more?  Please register for training with us at: https://ceinstitute.com/  

How a Membership Program Builds Your Customer Base and Bottom Line for Massage Therapists, Physical Therapists, Occupational Therapists, Cosmetologists and More

How a Membership Program Builds Your Customer Base and Bottom Line for Massage Therapists, Physical Therapists, Occupational Therapists, Cosmetologists and More

One of the best ways to add and maintain loyal customers within your spa or massage business is to offer a membership program that provides exclusive benefits to people who pay a monthly or annual fee. Your business will continue to operate as usual for regular customers while your membership program generates a new source of income.

A membership program offers multiple products and customized experiences to your customers. This makes good business sense because when people have more options they will buy more. By making certain products and experiences exclusive to one segment of your clientele— your members—you will build customer loyalty while maximizing profitability.

People want to feel like they belong. They want to feel special. Your members will experience more services, products and support than when they were nonmembers. A membership program provides a sense of belonging while offering authentic benefits to members.

This is the purpose of a membership program: to increase customer loyalty and business revenue, while the customer benefits from enhanced care.

Management should be thinking of business tips to increase service values, business revenue and brand loyalty, all by offering a membership program. (While you are getting ready to launch your membership program, these ideas can be provided within your regular business model as benefits that are upsold to regular customers.) Making sure benefits are truly special will incentivize customers to join your membership program.

All of your guests should feel pampered; otherwise, you won’t attract or retain enough regular clients—nor enough potential customers to join your membership program—so the benefits you provide should stand above and beyond standard items offered to all customers, to justify becoming a member.

Build a Membership Program

Building a membership program is not a one-size-fits-all experience. Determining which benefits you will offer will be entirely customized to each business’s capability, staff skill levels and licensed capabilities, space limitations and budget.

All businesses should capitalize on any perceived benefits they can offer to their customers. Therefore, one goal of your membership program is to use and maximize what you already have in order to generate added value.

A membership program is an opportunity for a business to highlight its specialties, whether onsite perks, retail or massage-tools investments, exclusive treatment spaces or appointments, or such staff competencies as chair massage, reflexology, aromatherapy and mini treatments that could be included in standard business, or treatments that are only available for special clientele.

To determine if a membership model is a good fit for your business, you can engage in beta testing by asking some of your most loyal customers to trial a membership program for free or at a reduced price. If the program is a success, those customers could be offered a founding-member reduced rate to join your membership program. If the beta test is deemed unsuccessful, this presents you with the opportunity to make changes to the program.

You can start with one level of membership as a trial. When the membership program begins to grow, additional tiers of membership benefits could be offered along with an increasing tiered price-point. 

This is how this works, as one example: A member at tier one receives five basic benefits for $20 per month while a member at tier two receives five basic benefits plus five enhanced benefits for $35 per month.

Once existing business practices and services are recognized and translated into member benefits, then owners and management can get creative and think about additional benefits that can be added to the membership program. In evaluating how to add benefits, it is important to review past successes and leading business models.

To learn more, please register for live business training at our school where you share in questions and answers with a live instructor at:  https://ceinstitute.com/

 

Tips on Setting Membership Fees in a Massage, Spa, Salon or Health Care Establishment

Tips on Setting Membership Fees in a Massage, Spa, Salon or Health Care Establishment

How a business charges for membership will be entirely up to ownership and/or management. There are many unique factors that must be evaluated, and there is no one national business model that fits all practices.

It is not within the scope of this, or any, article to tell someone how much they should charge for membership because this charge—as with any service or product you sell—is determined by each unique marketplace, treatment space, and staff abilities. There is no one correct formula that can be applied across all healthcare, massage and/or spa establishments. Expecting someone to determine your business’s price points and benefits without an evaluation would be like asking an appraiser to price a home without looking at the home or marketplace!

The author of this article does not offer or sell any type of business marketplace evaluations; in fact, we recommend owners evaluate their own business rather than hire someone to conduct an evaluation because a business owner—you— will understand your own business, marketplace and customer base best, more so than any expert who would have to do copious amounts of research to learn the same.

Different marketplaces and skill levels will command different price points. Some business markets are seasonal, some are saturated, and some are void of competition. The evaluation criteria are endless and must be considered for accurate business direction, especially with business offerings and price points.

As many as 95% of new start-ups do not make it past their first five years of business. Many times those failures are due to poor planning and improper evaluation of the business’s unique abilities and situation.

Also, a successful business model cannot always be copied and applied to a different or new business with hopes of similar success. Each business and marketplace will have its own unique criteria to consider when determining operations.

That Said, Consider These Pricing Models

That said, things to take into consideration when setting your membership pricing, as well as the member-only special fees for services and products you set, include competition pricing in your locality, as well as customer-perceived value for the services and products that will be included in the membership.

Customers should feel like they’re getting something extra when they’re paying extra, and it will be up to the business ledger and customer feedback to determine when an appropriate balance has been achieved.

 The Price-Per-Session Model

One option to consider is the price-per-session model for a membership program. This is the model national massage franchises use.

This is how it works: You charge a certain price for a one-time appointment. For the customer who commits to receiving a set number of sessions per month as a benefit of your membership program, each per-session price is lower than the usual price.

For example, if a member pays $100 for a monthly membership that allows them to pay up-front for three massage sessions to be used within one month at a cost per session of $125 instead of the usual $150, they save $75 per month. Additional perks and benefits of membership will more than make up for the additional $25 paid for a monthly membership fee.

This model incentivizes a customer to join your membership program, which provides a reliable stream of income for your business, while the customer enjoys a discounted rate and benefits from regular body-care sessions.

The Annual Pricing Model

Consider providing a discount if a customer pays for membership for a year in advance versus paying a monthly membership fee.

Some customers might look at an annual membership payment as an excellent way to support your business while also saving money. A 15% savings is an appropriate amount for this discount.

This is how it works: Let’s say your membership program costs $75 per month. That equals $900 per year. 15% off $900 is $135, so a member who pays for an entire year of membership benefits upfront pays just $765.

To learn more, please register for live business training at our school where you share in questions and answers with a live instructor at:  https://ceinstitute.com/

 

 

How to Use Linens , Clothing and Treatment Spaces to Reward VIPs in a Massage, Spa, Salon or Health Care Establishment

How to Use Linens , Clothing and Treatment Spaces to Reward VIPs in a Massage, Spa, Salon or Health Care Establishment

Linens and clothing—sheets, blankets, towels, robes and slippers—are items that can be used to separate members from nonmembers.

Luxurious, expensive sheets and robes represent a premium value for members. Your businesses could balance your cost for such luxury items by using ordinary sheets for nonmembers. Provide luxurious robes and slippers for members to change into prior to service, while offering plainer (or no) clothing options to nonmembers.

Sell premium robes and slippers in a retail area, which can help prevent theft. To avoid theft of high-end loaned linens, record a member’s membership number (remember that laminated membership card?) and safely holding a nonmember’s physical ID, such as a driver’s license, when checking out robes and slippers. This provides another point of differentiation between members and nonmembers.

Treatment Space Rewards

Some establishments, such as massage franchises, are custom-built to have similar-sized treatment rooms for all; however, if you find yourself in a unique space, consider which treatment rooms are most desirable.

Desirability might be based on room size, windows and views, lighting, temperature, noise level, decor, flooring and any other perceived benefit. Charge nonmembers more to upgrade to your most desirable room or make their use exclusive to members.

One successful massage-establishment owner started off in an old office building that rented individual offices. She began with one office as a treatment room, then continually added more treatment rooms as her business grew and she hired new staff. Eventually, she grew from one office to occupying two entire floors of offices in a three-story office building.

Because the office building was an old and extremely large Victorian-style building, some rooms were larger and considered nicer than others, some had windows that provided views, and some had proximity to the audible reception area or to a bathroom. The business owner charged nonmembers more for treatments booked in the best rooms while making their use a free benefit to members.

Your best rooms might be those that contain a couch to relax on before a treatment, an electronic massage chair, a mini-bar with flavored waters, or a foot-soak tub, You can provide members with 10 minutes of time in a premium room to relax before their treatment as another benefit of membership.

To learn more, please register for live business training at our school where you share in questions and answers with a live instructor at:  https://ceinstitute.com/

 

 

How to Used Food & Beverages to Reward VIPs in Complementary or Alternative Medicine, Spas and Massage Establishments

How to Used Food & Beverages to Reward VIPs in Complementary or Alternative Medicine, Spas and Massage Establishments

Food and beverages present another opportunity to rewards VIPs or grow a membership program within your own business.

As the world becomes busier and people have less time than ever, it is important to have snacks available for your customers. (On a side note, jellybeans, sugary soda and fruit juice are always good to have on hand, in the event of a diabetic customer developing low blood sugar. Being prepared for these clients shows that you’re aware and care about their complete well-being.)

Snacks could be complimentary for members and part of a retail sales business for nonmembers. All customers might have access to a vending machine filled with healthy options, while members are provided with fresh food items.

You do not want to deprive non-member customers of bare essentials to try to sell memberships or premium services; instead, you should provide something extra, and tangible, for members.

 

Sparkling water with a slice of lemon might be available to all customers, while members are offered specialty coffees, teas, juices or flavored mineral water in bottles labeled with your business branding.

To learn more, please register for live business training at our school where you share in questions and answers with a live instructor at:  https://ceinstitute.com/

 

 

How to Use Mini Services to Reward VIPs and Members in Alternative or Complementary Medicine, Spas, Salons and Massage Establishments

How to Use Mini Services to Reward VIPs and Members in Alternative or Complementary Medicine, Spas, Salons and Massage Establishments

Mini services are a very effective way to offer members-only benefits.

For example, a spa or massage establishment may have a sauna, whirlpool, shower area or other hydrotherapies that cost extra with service, but that members could access free of charge pre- or post-appointment. 

Hot towels are inexpensive to provide yet are regularly valued as a premium service. Massage or body treatments could begin or end with a hot towel to the face, back or feet.

Mini hands-on services that do not require you to spend much money yet provide a pampering, health-supporting benefit to members, such as a foot scrub or paraffin treatment, could be included as complimentary add-on service for members.

When adding such mini services as a complimentary foot scrub to an appointment, practitioners do not need to extend the appointment treatment time to provide the extra service. The foot scrub could be provided during the regular appointment time; however, the extra work, product supplies and linen expense are what the member receives as a complimentary benefit.

If your establishment is a foot-spa or reflexology practice, provide premium chairs or loungers for your members. Some practices might offer 3D goggles with visual experiences during a foot or reflexology service. Providing this visual experience as a paid add-on for nonmembers and for free or at a discounted price for members is another way to incentivize repeat customers to join a membership program.

Providing a monthly special service exclusive to members is also an effective business tactic, especially if your business provides body-treatment services above and beyond regular massage. Body-care products, such as those used in body scrubs or wraps, have an expiration date, especially when the products contain active ingredients. If you have expensive products that are about to expire, think about offering a half-priced members-only service to both avoid product waste and offer members a valuable experience they might enjoy enough to repeat at full price.