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Anna Teal: “Spas need to consider re-evaluating the role of the therapist”
By Megan Whitby 07 Jul 2020
Anna Teal reported that Aromatherapy Associates' revenue is now divided between 80 per cent retail and 20 per cent spa
According to CEO of Aromatherapy Associates (AA), Anna Teal, online retail has been crucial for business following enforced closure of spas. Speaking exclusively to Spa Business, Teal shared how the company has pivoted its online offering and how the industry can capitalise off demand for online retail.

“Any spa brand will be giving a great deal of thought about how to change and adapt in this world, but there’s a big opportunity as the need for wellness is greater than ever.

“As a result of the pandemic, people’s anxiety has increased, they’re feeling isolated, their sleeping patterns are disrupted and so the need for wellness is still there despite lockdown, and if anything, it’s greater than before – the main thing is how do we connect them in a different way?”

As a company, AA has historically drawn approximately 70 per cent of income from spas but the split is now divided between 80 per cent retail and 20 per cent spa. By June next year, Teal is aiming to have spa propping up 40-50 per cent at least of income revenue.

During lockdown AA’s digital channel has surged in popularity with the company’s web-traffic up 500 per cent year over year.

“This upsurge in retail has been crucial for us as a brand that has such deep roots in the spa industry,” she said.

In particular, AA has witnessed a major boost in consumer interest for at-home wellness products, which the company has complemented by launching gratuitous educational sessions – called MirrorMe calls conducted via Zoom – to explain how to use AA’s products and the history and theory behind them.

Teal reported that these calls are consistently drawing between 120-150 attendees a week.

“The vast majority of people on our calls pre-purchase products to then be taught how to use them. This exemplifies how you can use digital to engage with people in different ways and educate them, even though spas may be closed.

“The role of DIY wellness is certainly going to stick around and this is something for spas to reflect on.

“I think there needs to be a conversation about spas reevaluating the role of the therapist. Their role in delivering hands-on treatments won’t go away, but it’s going to take a while to bounce back to prior occupancy rates. The role of the therapist could be very different because there’s nothing stopping spas from engaging with customers by hosting virtual calls and educating guests.”

Teal emphasised that the spa community needs to see this openness from consumers to be engaged with in different ways as a potential chance for revenue.

She continued: “If you keep a conversation going with customers even when you’re not physically with them, it gives you more opportunity to sell to them.”


News
1 to 12 of 7490 news stories
12 Aug 2020
Dr Nicola Finley, doctor and integrative medicine practitioner at Canyon Ranch, Tucson, spoke with GWI’s VP of research and forecasting, Beth McGroarty, for the latest instalment of the PositivelyWell Q&A series. Finley focused on inequality ... More
11 Aug 2020
Cancer touch training specialist, Jennifer Young, has created a free Cancer Awareness Qualification to aid therapists and health practitioners providing touch treatments to anyone with or recovering from cancer. The accredited and certified introductory qualification ... More
10 Aug 2020
Attractions and hospitality brand, Pursuit, has unveiled plans to develop a premium oceanfront geothermal lagoon in Iceland. Sky Lagoon’s multi-sensory oasis will feature cold pool and sauna experiences as well as an unobstructed 70-metre (230 ... More
07 Aug 2020
Spa and wellness businesses have a long history of using hydrotherapy to deliver curative benefits to customers. Now a research review has shown why being immersed in water has so many unexpected health benefits. The ... More
07 Aug 2020
The Wellness and Barr + Wray are collaborating to realise a new spa and gym for the upcoming Address Jumeirah Resort and Spa, in Dubai. Developed by Emaar Hospitality Group, the beachfront destination will comprise ... More
06 Aug 2020
ISPA has announced the election of a new chair, vice-chair and secretary-treasurer to its board of directors. The new officers’ terms will begin effective immediately. The ISPA board of directors has revealed the election of ... More
06 Aug 2020
Hotel group Lošinj Hotels and Villas has unveiled a newly refurbished integrated fitness and wellness destination at its four-star hotel in Veli Lošinj, Croatia. The 5,000sq m wellness centre at Vitality Hotel Punta is among ... More
06 Aug 2020
Glen Ivy Hot Springs in California has reopened with a new private outdoor wellness ‘staycation’ to create a safe socially-distanced spa experience for returning guests. Called Passport to Wellness, the package invites visitors to enjoy ... More
05 Aug 2020
A South Tyrolean wellness resort in Saltaus, Italy, has received a new two-floor wellness centre designed to provide a sanctuary of wellbeing that integrates smoothly into the natural landscape. Apfelhotel Torgglerhof hotel’s new 570sq m ... More
05 Aug 2020
British natural skincare and spa brand, ilā, is launching Maison ilā, Le Trésor – a wellness retreat in the heart of the Aude, Languedoc Roussillon, France. Set in blossoming gardens in the picturesque village, Maison ... More
04 Aug 2020
The UK government has postponed the reopening of saunas, steamrooms and the recommencement of close-contact services, including facials, until 15 August at the earliest. The Department for Business, Energy and Industrial Strategy made the announcement ... More
04 Aug 2020
US massage franchise, MassageLuXe, has appointed Kristen Pechacek as chief growth officer, to its executive team. Founded in 2008 in Missouri, MassageLuXe is a franchise-based spa company with a mission to deliver high-quality massages, facials ... More
     
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Jobs   News   Products   Magazine
NEWS
Anna Teal: “Spas need to consider re-evaluating the role of the therapist”
POSTED 07 Jul 2020 . BY Megan Whitby
Anna Teal reported that Aromatherapy Associates' revenue is now divided between 80 per cent retail and 20 per cent spa Credit: Aromatherapy Associates
According to CEO of Aromatherapy Associates (AA), Anna Teal, online retail has been crucial for business following enforced closure of spas. Speaking exclusively to Spa Business, Teal shared how the company has pivoted its online offering and how the industry can capitalise off demand for online retail.

“Any spa brand will be giving a great deal of thought about how to change and adapt in this world, but there’s a big opportunity as the need for wellness is greater than ever.

“As a result of the pandemic, people’s anxiety has increased, they’re feeling isolated, their sleeping patterns are disrupted and so the need for wellness is still there despite lockdown, and if anything, it’s greater than before – the main thing is how do we connect them in a different way?”

As a company, AA has historically drawn approximately 70 per cent of income from spas but the split is now divided between 80 per cent retail and 20 per cent spa. By June next year, Teal is aiming to have spa propping up 40-50 per cent at least of income revenue.

During lockdown AA’s digital channel has surged in popularity with the company’s web-traffic up 500 per cent year over year.

“This upsurge in retail has been crucial for us as a brand that has such deep roots in the spa industry,” she said.

In particular, AA has witnessed a major boost in consumer interest for at-home wellness products, which the company has complemented by launching gratuitous educational sessions – called MirrorMe calls conducted via Zoom – to explain how to use AA’s products and the history and theory behind them.

Teal reported that these calls are consistently drawing between 120-150 attendees a week.

“The vast majority of people on our calls pre-purchase products to then be taught how to use them. This exemplifies how you can use digital to engage with people in different ways and educate them, even though spas may be closed.

“The role of DIY wellness is certainly going to stick around and this is something for spas to reflect on.

“I think there needs to be a conversation about spas reevaluating the role of the therapist. Their role in delivering hands-on treatments won’t go away, but it’s going to take a while to bounce back to prior occupancy rates. The role of the therapist could be very different because there’s nothing stopping spas from engaging with customers by hosting virtual calls and educating guests.”

Teal emphasised that the spa community needs to see this openness from consumers to be engaged with in different ways as a potential chance for revenue.

She continued: “If you keep a conversation going with customers even when you’re not physically with them, it gives you more opportunity to sell to them.”
Credit: Aromatherapy Associates
Credit: Aromatherapy Associates
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Jennifer Young launches free cancer awareness training to instil confidence in therapists
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16-19 Aug 2020

SPATEC Spring North America

Ritz-Carlton, Miami, United States
16-19 Aug 2020

The WELL Conference

Fairmont Scottsdale Princess, Scottsdale, United States
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