editor’s letter Embrace the discomfort
embrace innovation if it is to thrive. This was the clear message from speakers at the Global Spa & Wellness Summit (GSWS) which was held recently in Aspen, Colorado. Delegates were told that real growth
T
will not return to the sector unless we challenge every aspect of the business, from the way technology is harnessed for management and marketing, to the developing of new business models. Our GSWS report on p54 examines the highlights of the event and teases out the lessons shared and learned. T is year’s summit took some delegates outside their
comfort zone by introducing new concepts, perspectives and even learning methods, but in so doing was true to its theme and purpose, as this was fundamentally what it was all about. If we keep doing things the same way – however comfortable this feels – nothing will ever improve. We have to grow to love and embrace the feeling of being in a state of constant change. We learned that habits don’t require willpower –
once people get into a routine, they repeat behaviours painlessly and get very comfortable doing so. Speaker Jessica Alquist explained how spas can use this
innate tendency in people to bring about and cement healthy lifestyle changes. However, while that’s a positive way of tapping into this deep-seated human trait, we must also be aware it can undermine our ability to initiate and
he spa industry must reject routine, staid approaches to challenges and energetical ly
Our cover image celebrates innovative thinking from ESPA, which this year has sponsored the Serpentine Pavilion, designed by Chinese dissident artist, Ai Weiwei
embrace change. We must practice disruptive, creative thinking until this becomes a habit too. T e cover of this edition of Spa Business celebrates just
such innovative thinking. ESPA surprised the industry by moving its support into the arts world by sponsoring the Serpentine Pavilion in London. T is radical piece of architecture – which is rebuilt each year according to the vision of a new designer – was conceived for 2012 by Chinese dissident artist Ai Weiwei, in partnership with architects Herzog & de Meuron. It was a brave move and typifi es the provocative
thinking advocated at the GSWS. It’s only by challenging ourselves, forging new alliances, being creative and breaking down barriers that we’ll tap into fresh lifeblood for our industry. We applaud ESPA’s audacity.
Liz Terry, editor twitter: @elizterry ● For a full report on the Serpentine Pavilion and interview with ESPA CEO, Susan Harmsworth, visit
www.leisuremanagement.co.uk/2012q3
Read all our editor’s and contributors’
letters on our blog at
blog.spabusiness.com
SPA BUSINESS 3 2012 © Cybertrek 2012
contact us: Spa Business magazine, Leisure Media, Portmill House, Portmill Lane, Hitchin, Hertfordshire, SG5 1DJ, UK tel: +44 (0)1462 431385 email:
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