Organising and managing a SPA team requires attention to several key aspects to guarantee a high-quality service and an environment of true well-being. The challenge of creating a successful SPA team starts at the very beginning, with the selection of the people who will be part of it.
For some time now, the sector has been suffering from a chronic shortage of staff with the appropriate skills, and there is an increasing need for support from companies specialising in selection, training and productivity monitoring.
Incentives, motivation and continuous updating are undoubtedly some of the strategic choices that create an engaging and creative working environment capable of attracting and retaining customers. However, the aspects involved in managing a SPA team are many more.
The 10 winning strategies
We discussed this with Gabriella Francia, co-founder of bbspa_Group, training manager and SPA director of bbspa_Management.
The working team is a fundamental element for the success of the SPA. – points out Gabriella – and those who manage them must also strive to keep them motivated and constructively collect feedback. Speaking of effective strategies for building and managing a successful team, our international experience leads us to apply the following:
- Hiring with heart and mind: We seek and hire qualified and passionate people, focusing on certifications, wellness experience and soft skills such as empathy and communication. However, this is often difficult to achieve independently. At bbspa, we are constantly working to define a selection process thanks to our partnership with Restart HR, a company specialising in the search and development of human capital. With their “scientific” method and their professionals, we support our SPAs and work in synergy to carefully assess the potential and technical requirements of the candidates. Once in the team, Restart HR also intervenes in projects aimed at stimulating, motivating and binding professionals to the SPA.
- Define roles and build team loyalty: it is useful to clearly identify, describe and share the roles of each member (e.g. beautician, masseur, receptionist, manager) to ensure that everyone understands their responsibilities and contribution to the SPA project. We should think of our employees as ‘customers’ who need to be ‘won over’ every day by a rewarding workplace. In addition, an environment where feedback is valued can increase employee satisfaction and retention and reduce turnover.
- Motivate, motivate, motivate: motivation can be intrinsic, leveraging the emotional aspect, the right stimuli and interpersonal relationships. It can also be extrinsic when a recognition system is put in place to celebrate individual and group achievements.
- Create a positive and comfortable working environment: It is very important to create a collaborative and inclusive atmosphere by organising team-building events and social activities that strengthen the bonds between people. Moments of laughter and jokes are ideal for filling the SPA with positive energy. Make workspaces more stimulating with relaxation areas, brainstorming zones and creative spaces where team members can freely express themselves.
- Value flexibility, both requested and granted. Allowing flexible working hours increases satisfaction and work-life balance. Demanding flexible working hours, on the other hand, ensures adequate shift coverage, taking into account small and large customer flows and staff preferences.
- Provide opportunities for professional development: Training, workshops and professional development opportunities can help team members grow in their careers.
- Plan continuous training: Provide programmes to update staff skills (e.g. courses on new treatment techniques, client management, safety regulations, etc.). Mentoring courses can be very useful, where more experienced members can guide newcomers. This not only helps with training. It also builds stronger relationships within the team. It is important to maintain the ‘customer focus’ by teaching the team the importance of the customer experience. Every member must be able to provide a high-quality service and be attentive to customer needs.
- Evaluate and reward: Set clear and achievable goals, involving the team in their definition to increase accountability and commitment.
Identify performance indicators to evaluate work and ensure there are opportunities for feedback and improvement. Recognise successes, large and small, with awards, special mentions or simple words of appreciation. This will create a positive working environment. Tailor-made incentives for team members based on their interests and goals (e.g. gym memberships, cooking classes, travel) are highly appreciated. Incorporate gamification elements into daily work or create point systems or rankings for achieving specific goals to make work more engaging and fun. - Embrace clear and direct communication: organise regular internal meetings to quickly discuss goals, feedback, and suggestions and resolve critical issues. Create a collaborative and inclusive working environment, including team-building events and social activities to strengthen bonds between members. Regular and constructive discussion helps to understand improvement areas and feel valued.
- Encourage employee wellbeing: lunchtime or end-of-day sports activities, stress management courses, and the provision of areas for relaxation or creativity can all help.
