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“Mid-Summer Momentum at the FSA”
Here we are, smack in the middle of summer—and while Florida may be heading into its usual seasonal slowdown, things are heating up here at the Florida Spa & Wellness Association (FSA). With snowbirds gone and tourism winding down, we’re shifting gears and focusing on an initiative to support our local community and help spas boost revenue during the quieter months.
This August, we’re excited to launch SPA-GUST, a new Spa Month initiative in partnership with ResortPass, aimed at driving local traffic into spas through exclusive specials and activations. With many spas already on board, we anticipate a strong launch and are hopeful SPA-GUST will become an annual tradition that brings long-term value to our members.
Looking ahead, we’re gearing up for our Source4Leaders (S4L) event this September at the extraordinary PGA National Resort in Palm Beach Gardens. Now in its second year, S4L continues to grow as a vital educational platform—offering spa leaders deep insights, best practices, and collaborative learning experiences. This initiative reinforces our commitment to supporting professional growth and business success across our spa community.
Then in October, we’ll be hosting an FSA event at the stunning new Opal Sol Resort in Clearwater Beach, part of the Opal Collection. This will be a wonderful opportunity for our Central and West Coast Florida spa community to connect with industry peers and resource partners while gaining fresh knowledge from our expo showcase and educational sessions.
Now in our 17th year, the FSA remains dedicated to evolving with the needs of our members. While summer may be slow for some, we’re full speed ahead—continuing to bring value to our spa leaders, resource partners, and the vibrant community we proudly serve.
We’re excited for a season of growth and opportunity as we plan new initiatives, strengthen partnerships, and continue elevating the spa and wellness industry in Florida.
Wishing wellness,
Ilana
| | A Moment to Pause & Reflect | | |
Our hearts are heavy as we express grief for the lives lost in the devastating floods in Texas. Among the victims were young girls from Camp Mystic—precious lives taken far too soon. Their bright spirit will not be forgotten.
We extend our deepest sympathies to the families, friends, and communities affected by this tragedy. May we all take a moment to pause, reflect, and hold them close in our hearts during this time of profound sorrow.
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We're Ready for FSA Florida Spa Month:
"SPA-GUST"
coming this AUGUST in partnership with ResortPass!
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About "SPA-GUST"
ResortPass has driven over 5 million people to top hotels and spas across the US, and Florida has the most engaged users out of all 50 states.
Florida spas are excited and getting ready for this complimentary marketing campaign during a low utilization month!
This promotion includes:
- Features in ResortPass email campaigns
- Prioritization on the search page
- A dedicated landing page for participating properties
Properties that participated in similar ResortPass campaigns saw an average of a 282% increase in year-over-year bookings during the promotion period!
If you haven’t signed up yet, there's still time. Sign up by July 18th to participate and make August work for your spa.
Sign Up Here
For questions, contact info@floridaspaassociation.com
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FSA is heading to the Stunning New Opal Sol Resort 🌴
Join Top Spa Leaders & Visionary Wellness Brands
A Full-Day Expo Designed to Inspire, Connect & Elevate
What to Expect:
• Engage with leading spa professionals and innovative wellness brands
• Gain valuable insights during our exclusive Lunch & Learn presentation
• Unwind at a vibrant Cocktail Reception with industry peers
This is your opportunity to discover fresh ideas, expand your professional network, and celebrate the spirit of our dynamic spa community across Central and West Coast Florida.
Don’t miss this impactful day of connection, education, and inspiration designed to help you grow and thrive.
Spa Registration now open!
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Join the Exclusive Source4Leaders Meeting at PGA National Resort
Connect with like-minded thought leaders and take a deep dive into today’s most relevant industry topics—designed to inspire innovation, spark meaningful dialogue, and elevate your spa to new heights.
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Congratulations to our Movers & Shakers
Our extraordinary Spa Industry is continuously evolving through innovation and transformation.
Highly appreciated professionals in the Spa community take on new challenges and positions
as they start a new venture in their career.
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Charlotte Prescott Named Vice-Chair of ISPA Board of Directors
ISPA recently announced its 2025 Board of Directors, and we are proud to share that Charlotte Prescott has been named Vice-Chair. Charlotte currently serves as Director of Spa & Wellness at the prestigious Faena Hotel Miami Beach and brings over 15 years of experience, including leadership roles at Canyon Ranch, The Biltmore Hotel, Fisher Island Club, and more. She played key roles in launching Privai Spa + Fitness at Kimpton EPIC and Toska Spa & Facial Bar. In addition to her role with ISPA, Charlotte is a passionate advocate for spa and wellness in Florida and also proudly serves on the FSA Board of Directors since 2009, helping to shape the regional spa community and mentor emerging leaders in the industry. A true visionary, Charlotte continues to elevate the wellness space through innovation, leadership, and an unwavering commitment to excellence.
Congratulations, Charlotte, on this well-deserved honor!
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Paul Nunez, Director of Spa & Wellness, Naples Beach Club – A Four Seasons Resort (Opening Fall 2025)
Paul is a seasoned spa and wellness leader with over 30 years of experience. He recently joined the upcoming Naples Beach Club, a Four Seasons Resort, as Director of Spa & Wellness. Previously, Paul was Director of Partnerships at Aescape, a wellness tech company known for its groundbreaking massage technology. He also held leadership roles at premier properties including JW Marriott Marco Island, Four Seasons Resorts, Palms South Beach, and Blue Haven Resort, and served on Marriott’s Spa Sales Advisory Council. Beginning his career as a Certified Massage Therapist in 1994, Paul has grown into a respected industry expert, educator, and consultant. He is known for his ability to build spa culture, train teams, and create exceptional guest experiences. His guiding philosophy: “Spa is maintenance for life.” Cheers for all your achievements Paul!
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Ashlee Verbruggen, Director of Spa, Ocean House at Watch Hill, Rhoda Island
We’re excited to share that Ashlee has accepted the role of Director of Spa at the iconic Ocean House in Watch Hill, Rhode Island, the state’s first and only AAA Five Diamond and Forbes Five-Star resort. Having been a valued Board Member of the FSA Ashlee’s contributions to our community have been deeply appreciated. Her impressive journey includes the renowned Biltmore Hotel as Spa Retail Supervisor, quickly earning a promotion to Spa Guest Services Manager. Most recently, she served as Director of Spa & Wellness at the Mandarin Oriental, Miami, leading its Forbes 5-Star spa team until the hotel’s closure for renovations in May. Now bringing her passion, expertise, and operational excellence to Ocean House, Ashlee is set to make a lasting impact in her new role. While we’ll certainly miss her in Florida, we’re incredibly proud of her next chapter and look forward to her continued visits.
Let's celebrate Ashlee on her exciting new chapter!
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Sarah Dalton – Spa & Wellness Director – The Resort at Longboard Key, Sarasota
Sarah has recently taken on the new position of Spa & Wellness Director at Longboat Key Resort. Sarah is a dedicated Spa Leader and Licensed Esthetician with over 13 years of experience in spa operations, team development, and guest care. As the new Spa & Wellness Director at Longboat Key Resort, she brings a warm, guest-focused leadership style rooted in empathy, excellence, and collaboration. Her career highlights include launching two spa properties—The Wellness Spa at Legacy Hotel and The Revive Spa at Palmetto Marriott Resort—where she helped shape the guest journey and operational strategy. Sarah’s time in the mental health field during the pandemic deepened her holistic, emotionally intelligent approach to both leadership and wellness. Known for creating inclusive, high-performing teams, Sarah leads with heart and professionalism.
Best wishes to Sarah on her new role!
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Christopher Myers - Recreation Manager – The Diplomat Beach Resort, Fort Lauderdale, FL
Christopher Myers is an accomplished hospitality leader with deep expertise in recreation, spa, and wellness operations. He recently accepted his new role as Recreation Manager at The Diplomat Beach Resort, where he now oversees guest activities, signature events, and recreation services, blending operational excellence with exceptional guest experiences. His background includes the Hilton Fort Lauderdale Beach Resort, where he re-imagined spa and wellness programming, and Quelliv, an innovative wellness center specializing in biophotonic therapy. At 4Ever Young Anti-Aging Solutions, he successfully managed a medical aesthetics practice from the ground up. Christopher brings a results-driven mindset, a passion for wellness, and a proven track record of enhancing guest satisfaction and business growth across luxury resorts and wellness-focused organizations. Congratulations Christopher on this exciting new chapter!
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"VOICE -IT" Spa Talk with Mitchell
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"Mitch-ful-ness"
Hey Spa Leaders,
Many of you know how much I love to travel and how hard I work when it comes to my work at Porto Vita. Well, I just got back from a few weeks vacation at my little house on a little hillside in a little village on a little island in the Azores (Google Coraçao da Quinta).
This isn't a travel article, it's actually a piece on mindfulness. Since I only had two chapters left on my audio book by Peter Attia, MD called “Outlive: The Science & Art of Longevity,” I used the down-time at airports & on airplanes to check this off my 2-Do list.
So what made these two last chapters so unique that I’m now retelling my experience to you?" Well, what I had come to know as a 16-hour science-based reference book sudden turned into a gripping, personal confession story in the last chapter!
No spoiler alert needed because we all need to know the healthy lifestyle stuff in his book and I still want you to read it. But what struck me as rare, was how human this genius of an author became in the turn of a single page. It made me ask myself "what makes ME more human?" Seriously, how do I walk my Spa Director talk and still focus on nurturing the scared kid inside of me still trying to make sense of my adult life year after year?
Big drum roll please…mindfulness. Mindful-f-ingness!
Stop. Pause. Start being and stop doing. Talk less, listen more. Share empathy yet avoid making it feel like sympathy. We will all learn the "important" lessons in our life, but we are at risk of missing many important moments.
We can learn to nurture ourselves better by somehow making mindfulness a regular part of each day. Here's a tip on how to do just that: Mindfulness can begin by just once pressing pause instead of always pressing play.
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Mitchell Berkman
Spa & Wellness Director
Porto Vita Club at Villa Grande
FSA Board Member
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Massage Establishment Inspections
In preparing for an upcoming inspection, the best tool to ensure compliance is the inspection form itself, easily obtained from the Florida Board of Massage Therapy website. If you have not taken time to understand changes to the current form, your spa could potentially fail inspection and face disciplinary actions ranging from administrative fines to emergency suspension. If you are unclear about any inspection requirement, reach out to your industry resources. The purpose of professional associations is to keep you informed while working together in support of member.
The Florida Board of Massage Therapy recently updated their website with a new look and hopefully easier accessible information. For more detailed information, the site has several pages that answer the most common questions about Massage Establishments.
https://floridasmassagetherapy.gov/frequently-asked-questions
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Crystal A. Howard
Executive President
Florida State Massage Therapy Association (FSMTA)
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Jackie Martinez – Spa & Wellness Executive | Operations Strategist | Hospitality Innovator, Pelican Grand Beach Resort, Fort Lauderdale
With over 20 years of leadership in the spa and wellness industry, Jackie has built a distinguished career rooted in performance, innovation, and an unwavering commitment to excellence. She began her journey in 1998 and quickly rose to leadership at just 20 years old, becoming one of the youngest to do so in the field.
From boutique retreats to expansive 48,000-square-foot wellness facilities, Jackie has delivered consistent results across diverse spa environments. At Pelican Grand Beach Resort, she led a remarkable spa transformation, driving significant revenue growth, maintaining elevated margins, and earning top guest satisfaction scores across the property. At St. Andrews Country Club, Jackie was instrumental in designing and launching a new spa facility, delivering the project under budget while elevating service standards and introducing a true “destination spa” concept to the club community.
Throughout her career, Jackie has led teams ranging from 18 to 85, cultivating cultures of empowerment, collaboration, and guest-centered values. Her leadership philosophy is rooted in trust, respect, and a shared vision, believing that meaningful relationships are just as important as measurable outcomes.
A lifelong learner and innovator, Jackie remains at the forefront of spa and wellness trends, always exploring ways to elevate the guest experience through thoughtful design, education, and operational excellence.
Outside of work, Jackie finds her greatest joy in being a mother. Her children are her most cherished gifts, and she is deeply devoted to raising them with kindness, respect, and strong values. Nature is her sanctuary—whether it's the sound of ocean waves, the flutter of butterflies, or birdsong at dawn. With coffee in hand and gratitude in heart, Jackie greets each day with intention and grace.
| | FSA RESOURCE PARTNER HIGHLIGHT | | |
Meet Osa and Jen—two best friends brought together by their shared love of the U.S. Virgin Islands. Inspired by the breathtaking landscape and vibrant culture, they discovered a passion for creating jewelry that embodies the beauty, energy, and soul of the Caribbean. What started as a creative dream has since blossomed into Vibe Jewelry—a brand rooted in connection, creativity, and empowerment.
Since 2004, their vision has grown into a thriving women-owned business with a dedicated team and a loyal community of customers who feel like family. With two flagship stores on the island of St. John, Vibe Jewelry continues to be fueled by the place that first sparked their passion.
https://youtu.be/ldtxYHeNVAQ
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Our Values
At Vibe Jewelry, we believe jewelry should do more than look beautiful—it should uplift, empower, and inspire. That’s why our values center around:
- Empowerment & Personal Growth – Encouraging individuals to express their unique light and live boldly.
- Equality, Diversity & Inclusion – Celebrating every identity and embracing the richness of different cultures.
- Freedom of Choice – Honoring self-expression and the power of individuality.
- Love & Light – Creating positive energy in all that we do.
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Our Commitment
Our mission goes beyond jewelry—it’s about nurturing our community, honoring the Earth, and building a more equitable world.
Women’s Empowerment
As a women-owned and women-led company, we are proud to support initiatives that uplift women and champion their independence, success, and well-being.
Social Equity & Inclusion
Inspired by the diverse culture of the U.S. Virgin Islands, we support programs that address economic and social inequality—locally and globally.
Protecting Mother Earth
Our island home reminds us daily of the urgent need to care for the planet. Through charitable efforts, sustainable practices, and local environmental support, we remain committed to giving back to Mother Earth.
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Our Craft
Each Vibe Jewelry piece is lovingly designed in St. John and handcrafted using the finest materials—including rhodium-coated sterling silver, 14K solid gold, and radiant gemstones. From trending silhouettes to innovative, island-inspired designs, our collections are made to inspire and empower.
Visit: www.vibejewelry.com
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ISPA releases 2025 US Spa Industry Study with details of spa staff compensation
Average compensation for massage therapists and management positions at spas is detailed in the report
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For the first time in 26 years, the study asked spas to state the average annual compensation received by full-time staff across a number of roles
Contract employment has decreased by 6.5 per cent (a reduction of about 1,000 people)
One in three spas offer LED light therapy, 16 per cent offer percussive massage, 9 per cent offer cryotherapy and 7 per cent offer robotic massage
Revenue per resort and hotel spa locations was twice the average for day spas
Spa staff compensation across market sectors has been revealed in the full 2025 US Spa Industry Study, published by the International Spa Association (ISPA) Foundation.
Initial findings released earlier this year showed the total spa industry revenue in the US is estimated to have risen year-on-year by US$1.2 billion (€1 billion, £891 million) to US$22.5 billion in 2024 (€20.6 billion, £17.4 billion). The full report is out now, looking at the state of the spa industry in the US, including new information on how staff compensation differs between day spas and resort and hotel spas.
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The Future of Wellness: How AI is Revolutionizing Spa, Hospitality & Fitness Operations: How AI is Revolutionizing Efficiency & Customer Experience
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The wellness industry—including spa, hospitality, and fitness operations are built on delivering seamless, personalized experiences, yet businesses are increasingly challenged by labor shortages, rising costs, and inefficiencies. AI is emerging as a transformative force, with studies showing significant improvements in operational efficiency and customer satisfaction, helping businesses optimize operations, enhance customer service, and improve retention.
This article explores how AI is transforming the wellness industry, including fitness operations, spas, and hospitality businesses—to create more efficient and personalized experiences.
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5 Rituals That Will Boost Your Health & Help the Planet at the Same Time
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We as humans are not separate from the rest of the species on Earth. Flora, fauna, prairies, streams... the cycles and patterns of our planet deeply affect our ways of being. When we have a good relationship with the Earth, we develop a better relationship with ourselves.
To demonstrate this, research has found that taking just 20 minutes to connect with nature can help lower stress hormone levels. More data is continuing to prove that spending time in nature supports our overall mental and physical health.
At the same time, we have come to observe the most biodiverse environments containing the cleanest air, water, soil and food. This is because diverse natural compounds can work together to heal their own ecosystems.
Humans play a role in this too: human intervention can dramatically speed up transformation. I believe that processes that can take hundreds if not thousands of years can be replicated and sped up with human assistance so that our planet can flourish.
The planet relies on us, the same way that we rely on it.
By repairing our own systems, neighborhoods, and villages, we can observe the miraculous transformation of nature within us and around us. Try these rituals to replenish your body—and the planet—at the same time.
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Be sure to visit the
Florida Spa & Wellness Association website
We made website faster, easier to navigate, and more user friendly!
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Discover the power of connection with Florida's #1 rated spa platform, dedicated exclusively to our vivacious local spa community. This is your opportunity to unite with industry leaders, exchange game-changing ideas, and broaden your professional network. Take your business to new heights of profitable growth and watch your business flourish.
Get on board with FSA & S4L Events!
This is your chance to get involved...be connected...grow your business!
Join us and let's elevate the Florida spa scene together.
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Pomegranate Chicken with Almond Couscous
Jazz up chicken breasts in the fruity, sweetly spiced sauce with pomegranate seeds, toasted
almond and tagine paste
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Let "THE SOURCE" be with you!
Enter "THE SOURCE", on the FSA website.
Education & Resources is our priority!
"The Source" was created to be your platform for resources and up to date information
to stay ahead of the curve of everything happening in the spa industry!
http://floridaspaassociation.com/welcome-to-the-source/
BEST SPA ASSOCIATION SERVING FLORIDA SINCE 2009!
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