Florida Spa Association The Scoop
November 2015
A Note From Ilana

The holidays are upon us! Time for family, friends and feasts as we celebrate Thanksgiving!

As you know, the spa business in Florida picks up tremendously as we head into the busy holiday season. Are you ready for all of the excitement?

Just like October is Breast Cancer awareness month, in November, we recognize and honor Movember, raising awareness for men's health and showing support by not shaving. We look forward to all the interesting beards and moustaches! Be sure to send us your pictures!

We wish you an exciting and successful November.

Happy Thanksgiving to you and your family from your FSA team!

-Ilana Moses
-Founder and CEO of FSA



It's Here!!

Download the NEW FSA app, for iPhones or
Androids to keep you connected on the go.

Movin' On Up...

FSA Board Member Linda Higgs- Spa Director, The Spa at Shula's, has been appointed as Vice- Chair for the FSA.

Linda has been a supporting member of the FSA since the onset of the association in 2009. She was elected to serve on the board in 2014 and has proven to be a vital part of the evolution of the FSA. She was recently elected as Vice-Chair for the FSA Advisory Board. Serving alongside Charlotte Prescott, Director of Spa & Fitness for the Biltmore Hotel and Board Chair for the FSA, we anticipate an exciting and productive year. 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. She 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.


November - Start the month with a clean-shaven face and grow a mustache!

Movember, starting in Australia, is an annual event involving the growing of moustaches during the month of November to raise awareness of men's health issues, such as depression in men, prostate cancer and other male cancers, and associated charities. The goal of Movember is to "change the face of men's health."


By encouraging men (whom the charity refers to as "Mo Bros") to get involved, Movember aims to increase early cancer detection, diagnosis and effective treatments, and ultimately reduce the number of preventable deaths. Besides annual check-ups, the Movember Foundation encourages men to be aware of family history of cancer and to adopt a healthier lifestyle.

Get involved - register and be a Mo-Bro or Mo-Sister at Movember Foundation.

No-Shave November is a different organization that encourages people to donate what they would otherwise spend on hair grooming to the American Cancer Society. Instead of being "all about the mustache," this group is a little more "anything goes." Participants can grow mustaches and beards, but it also encourages women to maybe skip shaving their legs.

No-Shave November was founded on Facebook in 2009, but last year began a partnership with the American Cancer Society.

The Wellness Deficit: Millennials and Health in America


Receive a FREE copy of the study.

Millennials in America are changing the health and fitness landscape. To better understand the challenges and opportunities presented by the Millennial mindset and preferences, Technogym commissioned this study to provide insight into habits and attitudes of "Generation Stress," and how you can navigate the challenges and opportunities ahead.

Receive Your Copy Now

ISPA Annual Conference & Expo
October 19 - 21, 2015, in Mandalay Bay, Las Vegas, NV

And so we experienced another exciting, shaping, and visionary ISPA conference, which took place this year from October 19 - 21, in Las Vegas, Nevada. "Explore" was the theme for 2015 and that is just what we aspire to do this year. Discover the possibilities of what we can contribute to our members, our spa friends and our Florida home as we bravely step outside the box this coming year!!

We are very excited for our loyal vendor member, Eminence Organic Skin Care and Boldijarre Koronczay, for winning the 2015 ISPA Visionary of the Year Award, an outstanding achievement. He had us laughing and crying at the same time during his acceptance speech, as only Boldijarre does. We are so proud of him!!

We were fortunate to have the majority of the FSA team attend this annual event. We connected with spa associates and friends, as well as, made new business connections. We also managed to sneak in a massage or two!!

Exhibitor displays were innovative and alluring, ranging from the necessary to the indulgent spa products. Brands highlighted their lines with demonstrations such as Australian Boomerang Massages from Jindilli to the highly creative "Enchanted Forest" featuring Once Upon A time fairy tales from our friends at Babor Skincare.

Many magnificent parties and festivities were held, and the creativity level was off the charts. Celebrations each night had us dancing disco at a 70's bash to socializing in our PJ's. We all wore Boldijarre black-rimmed glasses at the Eminence Party and drank cocktails inside a shark tank withSammy Gharieni!!

A very special highlight of the conference was the TechnoGym sponsored FSA team dinner filled with lots of laughs, conversations, delicious food and thoughts about the future. Thank you again, TechnoGym, for being such a valuable member and extraordinary friend to the FSA.


The launch of the FSA phone app was just in time for ISPA and helped to create more visibility for the FSA vendors exhibiting at ISPA with a special phone app promotion. This innovative idea was a success and we are pleased that we were able to promote our loyal vendors who share their continuous support during the year as FSA members.


We met up with Belgin Aksoy, founder of Global Wellness Day, a worldwide movement dedicated to the importance and awareness of health and well being. A special day devoted to living well now exists. This special day is called Global Wellness Day. With the slogan, "One day can change your whole life," we celebrate Global Wellness Day on the second Saturday of June every year as an international day dedicated to living well.

We are honored to support Belgin and "We Say YES!!"

We returned home with lots of fresh new ideas, insights and inspiration for 2016 and ready to Explore!!

Thank you to ISPA and to all the vendors that contributed to such an extraordinary event.

October 29, 2015, in Miami, Florida

"Women Power"

On October 29th, in Miami, in a luxurious private home, in Coral Gables, Florida, guests listened to an influential panel of experts, with focus on the latest spa and wellness trends in the industry while networking with professional women and enjoying wine and healthy bites. Raffles were provided by attending spa directors from the Mandarin Oriental Miami, The Viceroy Miami, The Biltmore Hotel, The Spa at Shula's and My Vida Spa Med Spa in Miami. Generous products and goody bags were provided by "Image Skincare" to all guests.


On the panel: (left to right)
Ilana Moses - Founder & CEO, Florida Spa Association
Sallie Frankel - Founder & CEO, Mind Body Spirit Network
Susie Ellis - Chairman & CEO, Global Wellness Institute
Wendy Bosalavage - President, American Leisure


Ellevate, featured in the NY Times, Financial Times, Wall Street Journal, Travel Weekly and Huffington Post, is a global professional women's network dedicated to the economic engagement of women worldwide. This community is made up of successful, motivated and passionate professional women from various industries and walks of life with one common belief: that investing in themselves and in other women is good business. Its members are at all stages of their careers: groundbreakers, thought leaders, CEOs, entrepreneurs, board members, and visionaries. They are alumni and students of some of the world's leading academic institutions. Some are at the top of their fields, and others are on their way. Ellevate supports women with networking opportunities, education and investment in companies that are leaders in gender diversity. To learn more visit:

And the winners are...


We're so proud!

We are so proud of our dear friend, Michelle Kelthy, for winning the Global Spa EDGE 2014 Award for The Ritz-Carlton Hotel Group! EDGE stands for Excellence in Delivering the Guest Experience. This award recognizes world-class leadership and outstanding contributions to the success of Spa Operations within Marriott International. Nice one and congratulations, Michelle!


Job well done!

Congratulations to Alena Stavnjak, Director of Spa and Wellness for The Spa at Viceroy Miami (Florida), for winning the World Spa Awards, for North America's Best Hotel Spa and Florida's Best Hotel Spa. What an amazing accomplishment!!!


World Spa Awards exists to recognize, acknowledge and celebrate excellence in spa tourism, which is how spas are chosen by fellow professionals across the globe for a World Spa Award. Look for the World Spa Awards Winner Shield for the hallmark of excellence recognized by the industry as the very best in the region. Best wishes and well done, Alena!

A Proud Dad!

Kudos to Brooke Buchheit for taking second place at the 2015 Fresh for Florida Kids Student Chef Regional Round Cook-Off at Lexington Middle School. Her delicious recipe was a chocolate ricotta stuffed with strawberries and blueberries. Read more...

Looks like Brooke is following her father's footsteps when it comes to health and wellness. Dad is our very own Shawn Buchheit, Key Account Manager-Maritime & Hospitality for TechnoGym, a supporting member of the FSA.

Do you have exciting news to share with us? We want to know!! Keep us informed at


George Powell-Lopez

George has been working in the spa industry for 20 years, with his career beginning at the esteemed Canyon Ranch in Tucson, Arizona. He found himself moving around the country and the world specifically focusing on opening new spas, re-organizing, or re-establishing existing spas. His passions for the industry are simple...doing what he loves and keeping true to the mission of the organization. George is a licensed massage therapist and enjoys having the ability to practice massage with specific focus on guests that have medical areas of concern.

George has worked on multi-million dollar portfolios in his career however recently found that taking a step back and following the passion for laser focused guest service, providing services and still being able to make decisions as a director has proved to be very rewarding. George began his new project in January of this year and recently opened PURE Spa a new concept spa geared to provide guests with an unparalleled experience. Spa Professionals are multi-licensed and can tailor the guests' needs and incorporate multiple modalities in their sessions.


For over 25 years, Technogym has endeavored to spread the culture of healthy living and good shape around the world.

Vision and a total commitment to promoting Wellness, a better lifestyle through regular physical activity, healthy diet and a positive mental approach, have been the ethos of Technogym for over 2 decades. All around innovation, a Total Wellness Solution and the founding philosophy of fusing business with social responsibility set Technogym, THE WELLNESS COMPANY apart.

President and founder, Nerio Alessandri, developed his first fitness equipment in his garage in 1983 at the age of 22. Technogym is today a leading company in the Wellness and Fitness field with over 2,200 employees, 14 branches in Europe, U.S., Asia, Middle East and Australia. More than 65,000 Wellness centres and 100,000 private homes all over the world are equipped with Technogym.



This vendor spotlight is for
vendors that support the FSA.

7 Steps to Your Spa's Holiday Success!

- By Dori Soukup

Holidays already? Yes! If you don't start planning now, you won't be able to maximize on your true potential and have something to cheer about!


Have a Question?

What do you want to learn about spa operations, the spa industry, leadership, vendor relations, wellness...? Each month, we will select one question and experts within the FSA team will share their insights in the upcoming newsletter. Send your questions to

This month's question is:

"How are you preparing for the holidays? "

- Karen Wilson, Assistant Spa Director at Broken Sound Club, gave us her expert insight:

Always have a detailed Marketing plan, including promotions, events and a thorough social media plan. Decide which holidays will be your focus: Black Friday, Christmas or Hanukkah.

Schedule a holiday event and consider pairing with a charity. Meet with vendors as early as possible to discuss their holiday promotions and secure event attendance as representatives' calendars quickly fill up. Place orders early and order extra. Many vendor promotions have limited availability and order extra taking into account extra volume of customers, delays in shipping and holiday closures.

Once your plan is secure, communicate all holiday plans and hours with your clients. Consider holiday esthetics and tastefully decorate your retail space, highlighting holiday gift sets and gift certificate promotions.

Staff wisely and be prepared for high volumes. Lastly, prepare holiday bonuses /thanks so they are received in a timely manner.

Ask a Question

"Silhouet-Tone is extremely happy to be working with the Florida Spa Association. The opportunity to meet and network with the spa community in Florida is priceless. The events are well organized, the attendees are enthusiastic, and the atmosphere truly fosters an enjoyable experience for both vendors and attendees. We look forward to many more amazing events with the FSA!"
Jessica Davis-Dent, Silhouet-Tone



Building a Well World

We are delighted to announce that our founder, Ilana Moses, will be representing the Florida Spa Association at this year's Global Wellness Summit in Mexico City, November 13-15. The summit brings together leaders and visionaries to positively impact and shape the future of the global spa and wellness industries. This year's topic is Building a Well World.


International Esthetics, Cosmetics & Spa Conference...

is back in Florida at the Broward County Convention Center November 15-16. Purchase products, see the latest trends and see the newest techniques emerging in the spa and wellness markets. Stop by the FSA booth for the latest information on what the association is doing for you! For more information, Click here.


  • Movember & No Shave November Month - Men's Health Awareness
  • American Diabetes Month
  • Child Safety Protection Month
  • Global Wellness Summit, November 13th -15th, Mexico City, Mexico
  • IECSC - Broward Convention Center in Fort Lauderdale, November 15th -16th
    Stop by the FSA booth #1028 to learn more about our association
  • Thanksgiving - November 26th

Green Bean Casserole With Crispy Shallots
Serves 4
  • 1/4 cup olive oil
  • 6 medium shallots, sliced into rings (about 1 cup)
  • 1 1/2 pounds thin fresh string beans or haricots verts, trimmed
  • 1 pound button mushrooms, sliced
  • 6 large cloves garlic, minced
  • 1 tablespoon chopped fresh thyme
  • 3 cups low-fat (1 percent) milk
  • 3 tablespoons all-purpose flour
  • 1/3 cup plus 2 tablespoons freshly grated parmesan cheese
  • 1/2 cup finely chopped fresh parsley
  • 1/4 teaspoon ground nutmeg
  • Salt and freshly ground pepper
  • Olive oil cooking spray
  1. Preheat the oven to 375 degrees F. Heat the olive oil in a small skillet over medium-high heat until very hot but not smoking. Add 1/4 cup shallots and cook, stirring, until golden brown and crisp, about 2 minutes. Transfer with a slotted spoon to paper towels to drain. Repeat with the remaining shallots, cooking 1/4 cup at a time. Reserve the oil in the skillet.
  2. Place the green beans in a steamer basket fitted over a pot of boiling water. Cover and steam until bright green and still crisp, about 3 minutes.
  3. Heat 1 tablespoon of the reserved shallot oil in a large, deep nonstick skillet over medium-high heat. Add the mushrooms and cook, stirring occasionally, until the mushroom liquid is evaporated and they begin to brown, about 12 minutes. Add the garlic and thyme and cook, stirring, 1 minute. Transfer the mushroom mixture to a bowl.
  4. Whisk together the milk and flour until the flour is dissolved. Add the mixture to the skillet and, whisking constantly, bring to a simmer. Reduce the heat to medium low, whisking occasionally, until thickened, 10 to 15 minutes. Remove the pan from the heat and stir in the green beans, mushroom mixture, 1/3 cup parmesan cheese, the parsley, nutmeg, 3/4 teaspoon salt and 1/2 teaspoon pepper.
  5. Coat a 2-quart baking dish with cooking spray. Spoon the green bean mixture into the prepared dish and sprinkle the top with the crispy shallots and the remaining 2 tablespoons cheese. Bake until golden on top and bubbling, about 20 minutes.