MISSION, VISION & VALUES
Florida Spa Association network of spa professionals is unified by the desire to promote Florida as the finest destination for wellness and beauty experiences in the country.
We are an association built around the trust and professionalism of peers that works to contribute through education and networking in a united effort to build a successful and thriving spa industry.
Embracing this mission, the Florida Spa Association follows a more progressive approach towards wellness by launching an educational wellness series featured not only on our website but also promoted on our social media platforms as well as shared within special events.
Join the FSA and become woven into the fabric of the Florida spa community. Those who are considering an FSA membership should have an interest in bettering the experience of guests, employees, management, as well as their affiliates. This organization was not created solely for the purpose of linking merchants with vendors, nor for social interaction alone. Our mission is to improve the environment of the industry as a whole.
If you believe in values-driven business and want to do more and get more out of your role in the Spa industry, call 954-475-1246 today and become a part of an organization that delivers just that.
Code Of Ethics
Here at the Florida Spa Association we are committed to our code of ethics. Each member, as well as its board members, adheres to them in order to promote the organization in a professional manner. Our codes of ethics are as follows:
- Members are expected to operate using the highest standards of business and personal relationships.
- Guided in all activities by truth, accuracy, fairness and integrity.
- Member pledges loyalty to the Association and agrees to pursue and support its objectives.
- Member pledges to keep informed on the latest techniques, developments and knowledge pertinent to professional improvement.
- Member will help fellow members reach personal and professional fulfillment.
- Member will utilize every opportunity to enhance the public image of the spa industry.
The FSA and its Board of Director’s pride themselves in maintaining these professional standards and business environments. Our goal is to uphold positive experiences and environments for their guests and team members respectively. Review of any membership incidents, complaints, violations or infractions is at the sole discretion of the Board of Directors, all decisions are final.
The FSA Team
Ilana Moses | FSA Founder & CEO
Owner, IM Beauty Sales, LLC
Ilana began her selling career in New York City working with major department store chains and affiliated corporate buying groups in 1984. After moving to Florida in 1999 Ilana formed her own company as an Independent Sales Representative and established herself within the Florida Spa Market, having pioneered and developed skincare brands such as MD Skincare by Dr. Dennis Gross, which she built into a highly recognized brand. As President of IM Beauty Sales, she continues to develop strong relationships with Spa Directors as a Consultant, representing skin care and luxury spa brands. Also the Founder of the Florida Spa Association, in 2008 Ilana created the FSA in effort to promote the Florida Spa Industry and unite spa and industry professionals by offering unique networking experiences and education to help build a successful and thriving Florida Spa Market. Today the FSA is known for its successful events and relationship building platform.
Advisory Board Members
Suzanne Holbrook | FSA President
Marriott International Director of Spa Operations for the Americas
With more than 30 years experience in the industry, Holbrook is seen as an industry leader and widely credited for her vision in moving forward The Ritz Carlton spa brand, producing outstanding financial results. As executive spa director for The Ritz-Carlton Spa in Orlando, she increased revenues by $2M in two years. At The Ritz-Carlton Reynolds Plantation Spa she orchestrated the first partnership with Medical Spa, creating the company’s first holistic and medical treatment spa.
Charlotte Prescott | Advisory Board Chair
Director of Spa & Fitness, Biltmore Hotel
Charlotte is currently Director of Spa & Fitness at the renowned Biltmore Hotel & Spa in Coral Gables. Prior to this Charlotte joined Canyon Ranch Hotel & Spa in June, 2008, as part of the opening leadership team and where the spa was bestowed with many accolades including Best Spa by Virtuoso. Prior to joining Canyon Ranch, Charlotte was the opening Director of Spa & Fitness at Spa Chakra in the Conrad Hotel in Miami. Before entering Spa Management, Charlotte was the Vice President of Sales & Marketing for Aromatherapy Associates. Charlotte sits on the Membership Task Force for the International Spa Association, as well as serving as Chair of the Board for the Florida Spa Association.
Linda Higgs | Vice Chair of the FSA Advisory Board
Spa Director, The Spa at Shula’s
Linda entered the spa industry as Spa Director at Shula’s in 2008 and continues to run the successful day spa. Prior to this, Linda was the Director of Sales for Don Shula’s Hotel & Golf Club for nearly 10 years. Linda has put her talent for sales and marketing to work, keeping the business fresh and ever-changing with continual growth in revenue, profit, retail product sales and service offerings. Linda also handles the promotions, events and social marketing for the spa. As a board member of the Florida Spa Association for the past year, Linda will continue on as Vice-Chair of the FSA Advisory Board.
Jenna Laramee | FSA Advisory Board
Director of Spa, Ritz Carlton, Sarasota
Recently appointed to the FSA Board, Jenna has extensive experience in spa, fitness, health promotion, and occupational and health nursing. She brings over 15 years’ hospitality experience to her current role as Spa Director at the Ritz Carlton Sarasota. Prior to her move to the Gulf Coast in 2015, Jenna worked as Spa and Fitness Director at Canyon Ranch in Miami Beach, leading a renowned team recognized by SpaFinder, Travel and Leisure, and leading spas and hotels worldwide. She is originally from Massachusetts where she worked in Fitness at Canyon Ranch, Lenox as well as a Registered Nurse and Occupational Health and Wellness Manager for Berkshire Health Systems, located in Pittsfield, Massachusetts. She currently oversees Spa, Fitness, Salon, and Retail and was recently recognized as a 5-Star Leader award recipient. Her passion is being part of a Spa team that promotes the spa experience as a component to a healthy and balanced lifestyle and a community where preventive health, wellness, work-life balance and quality of life are core to its mission and to the guest experience.
Heather Fowler | FSA Membership Committee Chair
Director of Brand & Business Development for Skin Fitness Therapy
Heather began her career in the spa industry in 2011 as a licensed esthetician, and since then, has rapidly garnered a stellar reputation as a tireless and enthusiastic spa professional, working to launch international marketing campaigns, educational literature, product development, and brand strategy. In her current position as Director of Brand & Business Development for Skin Fitness Therapy, a Florida-based skincare company, she collaborates with estheticians, spas, and physicians, both locally and internationally. Relocating from Los Angeles, California, this past year, where her career in spa and wellness began, she has quickly become immersed within the Florida spa-family, lending her business acumen to improve the regional spa network. During her free time, she enjoys cycling, hosting dinner/cocktail parties, and playing a competitive game of poker!
Valarie Maloff | FSA Membership Committee Co-Chair
Director of Spa, Omni, Canyon Ranch and Waldorf Astoria
Valarie Maloff has over 25 years of spa experience. Starting her career as an esthetician and massage therapist, then moving to operations. Valarie has been the spa director at prestigious properties with Omni, Canyon Ranch and Waldorf Astoria. Now owner of VAST Spa Solutions which offers unique luxury brands to upscale spas.
Mitchell Berkman | FSA Events Committee Chair
Director of Spa & Wellness Operations, Porto Vita
Mitchell Berkman is a Los Angeles native who has called Miami his home since 2002. He is the Director of Spa & Wellness Operations at Porto Vita, a private residential community in Aventura, Florida. Previous achievements include opening Turnberry Ocean Colony & the Spa at The Standard, Miami. His philosophy is, “Be sincere, successful, & make it fun.”
Prior to calling Florida his home, he traveled to more than 55 countries working with the Golden Door’s Spa at Sea, Rancho la Puerta, and the Aerobics & Fitness Association of America (AFAA). Mitchell moved to Italy fresh out of high school where he taught aerobics, co-starred in a TV fitness show, won a Media Arts Award, and ate fantastic food.
He is an AFAA certified personal trainer, aerobics instructor, and teaches yoga and mat Pilates. At age 37, Mitchell earned his B.S. degree in Organizational Management in the year 2000. He speaks Italian, Spanish, and French, and enjoys writing and performing as a SAG-AFTRA voice actor when the opportunities arise. Helping others maximize their potential is his passion and life focus.
Tammy Pahel | FSA Education Committee Co-Chair
Director of Spa, Turnberry Isle Miami
Tammy is responsible for overseeing the property’s Mediterranean-style Spa & Fitness center, which has consecutively maintained its Four-Star Spa status from Forbes Travel Guide since 2004, when the spa ratings were first published. Tammy returned to Turnberry Isle Miami after opening the spa under the same position in 2001. “Tammy has established herself as a leader in the spa, fitness and wellness industry, with twenty-plus years of experience,” said Paige Koerbel, Managing Director. “Her visionary instincts in enhancing and developing world class spas, while setting trends and developing new spa treatments plays a crucial role in insuring the continued success of Turnberry Isle Miami’s award-winning spa. Prior to joining Turnberry Isle Miami, Pahel’s spa industry experience included work at 4- and 5-star spas, such as Nemacolin Woodlands, The Spa at Arizona Biltmore, Caesars Palace, New York Hilton, Aroma Wilshire Spa, Loews Miami Hotel, St. Andrews Country Club & Spa, La Torretta Lake Resort & Spa, Cinzia Spa at North Beach Plantation and Deer Lake Lodge & Spa.
David Gonzalez | FSA Education Committee Co-Chair
Owner, Institute of Functional Performance
David is the owner of the Institute of Functional Performance (IFP), a company dedicated to providing quality and professional education and services in the areas of Fitness, Massage, Bodywork and Physical Therapy. He is licensed as a physical therapist assistant and massage therapist in the state of Florida and has been a certified personal trainer for the last 20 years. During the last 15 years, David has been training and educating hundreds of massage therapists and trainers. Today, he uses his expertise to increase and improve educational programs in the areas of health and wellness. Besides working for IFP, David is also an Assistant Professor at Miami Dade College where he is the program coordinator for the massage therapy program. Some of David’s work experience includes positions as personal trainer and massage therapist for the prestigious Turnberry Isle Resort and Club in Aventura, FL., Nunez Tennis Academy.