One UK degree programme that does
strive to achieve the best of both worlds is the course in international spa management at the University of Derby Buxton – the first of its kind in the UK, if not the world, when it was launched in 2001 (sb05/4 p60). Te programme currently has an intake of 60 students a year, who can choose to com- plete either a two-year foundation degree or a three-year bachelor’s degree. According to course leader Isobel Stockdale, around half go on to the final year, and around 20 per cent of all students come from overseas. Te course at Derby certainly appears to
be equally split between business and voca- tional training, with modules ranging from strategic management and international spa design and development to massage tech- niques and balanced nutrition and spa cuisine. And when it comes to perform- ing treatments, students are expected to reach a commercial level of competency by the end of year one. But why do they need these skills if they’re not planning on becom- ing therapists? “Spa managers sometimes have hands-on responsibilities, and [ther- apy training] enables them to understand and develop the staff they’re managing,” says Stockdale firmly. “It helps them to under-
SPA BUSINESS 2 2012 ©Cybertrek 2012
stand client care and the importance of touch during treatment, and enables them to trade-test staff effectively.”
EXPERIENTIAL LEARNING
What really sets Derby apart is its on-site, commercial spa – supplied by Elemis, Der- malogica and Dalesuana – which is wholly operated by the students. Every student is required to do at least one six-hour shiſt in the spa each week, in addition to any exter- nal work placements, and over the course of the programme they have the opportunity to take on a variety of roles, from recep- tionist, attendant and therapist through to marketing manager, HR manager, financial manager and assistant spa manager. Te spa manager – a recent graduate of the univer- sity’s masters programme in international spa management – and two trainers are the only paid professionals. Te spa not only gives the students plenty
of hands-on experience, says Stockdale, but also puts all the business and management knowledge they’re assimilating into con- text. “A lot of our assessments are designed around real case studies or activities in the spa, rather than something from a textbook,” she says. “It’s very much experiential learn-
Derby university seems to have got the mix between business and practical skills right. It enrols around 60 students a year and many have been employed by top spas worldwide
ing – they learn by doing and reflecting, then putting it into practice again.” Jane Crebbin-Bailey, partner of interna-
tional spa consultants HCB Associates and a visiting lecturer at Derby, agrees. “It’s all very well [teaching management theory], but to really understand how to manage therapists you need to actually do it,” she says. “I think that’s the key to success for spa management training courses – they have to have a spa.” Te end result, says Stockdale, is gradu-
ates who are ready and able to work. Many have subsequently been employed by lead- ing companies – including global players such as Danubius, Mandarin Oriental, Sofi- tel and Hilton – and frequently rise to spa manager roles, albeit aſter an initial stint as a therapist or supervisor. Stockdale would like to see employers provide clearer career paths for her students, however, believing that most would feel happier about start- ing at the bottom if they were assured of a quicker progression up the ranks.
Read Spa Business online
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