HOTSEAT
The YeloSpa in San Juan, Puerto Rico features thermal facilities including a fl otarium tank (right)
rooms, a couples’ room and thermal facilities including a salt-water fl o- tarium, a steamroom and a rainfall hallway. Together with the franchisee, we‘ve created a new treatment called Waterology, which is very exciting. The therapists perform refl exology on your feet while you’re fl oating in a warm pool of salt water – it’s a bit like hav- ing refl exology in your mother’s womb. We also launched a blow dry brand, YeloDry Blo, which has been doing very well. It’s a really fun and unique place. Each one has a different local feel, but because our brand is so strong, you immediately recognise them as being Yelo spas.
What’s next? We’re working on a licensing agree- ment for a YeloSpa in London. It’s not signed yet, but it could be exciting. Our next big push is to expand our franchising in the US. We’re looking at Florida, Chicago, San Francisco and Houston, Texas. We’re currently going through the legal requirements to become a franchisor in the States. In the long term, we’d like to have around 100 – 150 locations in the US. We’re also looking at product devel- opment. We’d like to develop a range of products under the Yelo brand – aromatherapy products, apps and homeware – different pillows and mattresses and sheets made with
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sustainable materials. There’s going to be a big focus on sleep and wellbeing. We’re also going to open another
YeloSpa in Charles de Gaulle Airport in Paris some time in 2016.
You’ve just starting off ering memberships. How does that work? We started offering memberships in April and it’s been way more success- ful than we thought it would be. We thought we’d be selling 300 member- ships a year for our New York facility – instead we sold 100 memberships in just one month. We’re making it very easy for people
to leave because that makes it easy for them to join. Our philosophy is that people will stay because they love the service we offer, not because we put in impediments for them to leave. Our membership is $99 a month; for that you get a 60 minute treatment of either skincare or a massage, 20 per cent off an additional treatment during the same month and a 10 per cent dis- count on products. You can cancel your
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membership at any time, you can roll over your treatments indefi nitely and you can gift them to a friend or family member if you’re not able to use them. We also launched two membership
offers in May – a nap membership for $29 a month and a waxing member- ship for $39 a month.
What’s been the most challenging thing about launching YeloSpa? Getting people to understand what we were was a challenge at the start. We didn’t call ourselves a spa, because we didn’t offer the full range of treat- ments, so people didn’t understand what we did. Once we started calling ourselves YeloSpa people began to understand the business a lot better.
And the highlight?
The highlight has been getting cus- tomer feedback and realising that some of our customers understand my concept better than I do. Also our licensees really get it. In Puerto Rico, our licensees have pushed the
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