global franchise newsletter sign up graphic

Stay in the know and receive the latest international franchising news, insight and investment opportunities

close catfish

Riding the wave of the self-care revolution

Riding the wave of the self-care revolution

Why now could be the perfect time to invest in a spa and wellness franchise.

Keep up to date with the latest Global Franchise News sent straight to your inbox. Sign up here.

As the increased awareness of the need for wellness hit a peak during the pandemic, many operators who have been debating a change are likely weighing the costs and benefits to decide whether now is the time to jump into the spa and wellness industry as franchise owners.

The opportunities for growth in the industry are endless, as the technologies and understandings of our bodies and their needs are forever changing, and the shifts in consumer mindsets over the past year have lent themselves to a perfect opportunity for entrepreneurs looking to break into the field.

A self-care renaissance

Early 2021 booking results reported by Gloss Genius show that in comparison to historical data, consumers are not only booking more services than usual, but multiple services at once and trying services they’ve never used before.

Our restrictions in the last year have caused consumers to crave exciting and innovative features and venture outside of their comfort zone and this trend is causing an expansion of new technologies.

Consumers are eager to catch up on all the new options, as they were unable to access them during lockdowns and have spent significant time away from their routine treatments.

The return in demand is inevitable, so our task as leaders is to tap into the innovation that consumers desire while also managing the influx of eager consumers and pent-up demand.

In addition to growing customer demand, we too are growing as a system, and the goal that we are keeping in mind is to be better at 100 spas than we were at 30 as we continue to expand.

For franchise systems that experience strong growth, it’s important to ensure that there are systems in place to support stability throughout that expansion. We’ve adapted our system to add field marketing managers and regional support managers strategically located across the country.

We are continuously monitoring our system and evaluating our operations to ensure that every member of The Woodhouse Day Spa network has access to the support they need.

A year of reflection After a year spent reflecting on internal wellness, consumers have a renewed passion to address their health and wellness concerns head-on and benefit from the ability to receive both their spa treatments and aesthetic services in one location.

In response to that shift, we recently opened a spa in The Bottleworks Hotel in Indianapolis that is our brand’s first location in the country with a halotherapy salt room. This room has a unique microclimate that provides skin and respiratory benefits.

These kinds of treatments will continue to grow in popularity as consumers are increasingly interested in cultivating their internal and mental health, as opposed to simply treating their physical and external self.

Because the spa and wellness industry is subject to so many innovative changes, it’s important to keep an eye on growing trends and technologies. Industry technologies and understandings of our bodies and minds are constantly evolving, so we are always looking for new ways to treat our guests and remain at the forefront of the industry.

As we monitor the current trends, we are considering additional technologies and procedures such as cryotherapy, infrared saunas, micro channeling and other treatments that we see as a fit for our guest profile. In particular, infrared and cryotherapy fall under the category of low-touch treatments, which have recently surged in popularity as consumers became less willing to undergo high-touch treatments after the pandemic.

While continuing to provide our signature high-touch treatments, these potential low-touch options will offer consumers a range of treatments that cater to multiple different comfort levels.

To maintain relevance and popularity in this industry, leaders must keep an eye on these trends and search for ways to integrate them into their practices where they fit best. Additionally, it’s important to maintain your brand identity and keep your customers’ preferences in mind when considering which trends to invest in, instead of chasing every single new offering in the name of progress.

More than a day of relaxation

Following The Global Wellness Institute’s report that the size of the mental wellness market now outweighs the spa industry, spas have begun to turn their attention to providing guests with more than just a day of relaxation and now many are offering the ultimate wellness experience in order to cultivate improved mental health.

In addition to the mental aspect, some spas are adding more physical wellness features to their services, as well as immunity boosters, in an effort to cater to the growing concern for mental and internal health. As the awareness of mental health and chronic health disorders that began even before the pandemic was further fueled by the learnings of the COVID health crisis, customers and brands alike have demonstrated that they are no longer willing to neglect the causes and impacts of underlying mental health issues.

This focus on holistic wellness aligns with one of our core principles at The Woodhouse Day Spa, which is to provide what we call “affordable luxury” to our customers. In the pursuit of providing affordable luxury, we offer an all-encompassing experience and encourage our customers to see their spa visits as a necessary routine to maintain optimal mental health. Framing spa visits as an essential part of selfcare for mental and physical health maintenance is key in continuing to grow and encourage these habits to attract customers.

“The public’s awareness of safety protocols is at an all-time high and has now become a top priority for most customers when making their purchases”

However, one important factor to keep in mind as we work to meet this demand in the best way possible is consumers’ attention to hygiene and cleanliness standards to avoid any miscalculated rush to return.

The public’s awareness of safety protocols is at an all-time high and has now become a top priority for most customers when making their purchases, so it is essential that professionals in the spa and wellness space not only continue to maintain high standards for cleanliness, but also strengthen their communications of these protocols to their customers.

As we continue to hold sanitation as our highest priority, we have taken the comfort of our customers into consideration with our mask-friendly policy that offers our guests the choice to wear a mask.

Because our customers’ relaxation is the goal, we have made it a priority to clearly communicate these policies and measures in order to ensure that our customers have no questions about their safety and wellness in our facilities.

The author

As COO of The Woodhouse Day Spa, Susan Hern is leading the company through its next phase of innovation and growth, with a focus on franchise development, spa services, operations, marketing, communications, and learning and development.

you may be interested in

franchise directory

  • TaxAssist Accountants

    Business & Professional Services, Financial Services, <100K, Featured

  • Cafe2U

    Food & Catering, Coffee, Take-away, <100K, Featured

  • 800 Pizza

    Food & Catering, Fastfood, Pizza, Take-away, Featured

view more
Connect with Linkedin Logo
Global White Logo Click Here
Close button


Any of the information we collect from you may be used in one of the following ways: To personalize your experience (your information helps us to better respond to your individual needs) To improve our website (we continually strive to improve our website offerings based on the information and feedback we receive from you) To improve customer service (your information helps us to more effectively respond to your customer service requests and support needs) To process transactions your information, whether public or private, will not be sold, exchanged, transferred, or given to any other company for any reason whatsoever, without your consent, other than for the express purpose of delivering the purchased product or service requested. To administer a contest, promotion, survey or other site feature To send periodic emails The email address you provide for order processing, will only be used to send you information and updates pertaining to your order. Note: If at any time you would like to unsubscribe from receiving future emails, we include detailed unsubscribe instructions at the bottom of each email.


We implement a variety of security measures to maintain the safety of your personal information when you place an order or enter, submit, or access your personal information We offer the use of a secure server. All supplied sensitive/credit information is transmitted via Secure Socket Layer (SSL) technology and then encrypted into our Payment gateway providers database only to be accessible by those authorized with special access rights to such systems, and are required to keep the information confidential. After a transaction, your private information (credit cards, social security numbers, financials, etc.) will not be stored on our servers.


Yes (Cookies are small files that a site or its service provider transfers to your computers hard drive through your Web browser (if you allow) that enables the sites or service providers systems to recognize your browser and capture and remember certain information. We use cookies to help us remember and process the items in your shopping cart, understand and save your preferences for future visits, keep track of advertisements and compile aggregate data about site traffic and site interaction so that we can offer better site experiences and tools in the future. We may contract with third-party service providers to assist us in better understanding our site visitors. These service providers are not permitted to use the information collected on our behalf except to help us conduct and improve our business.


We do not sell, trade, or otherwise transfer to outside parties your personally identifiable information. This does not include trusted third parties who assist us in operating our website, conducting our business, or servicing you, so long as those parties agree to keep this information confidential. We may also release your information when we believe release is appropriate to comply with the law, enforce our site policies, or protect ours or others rights, property, or safety. However, non-personally identifiable visitor information may be provided to other parties for marketing, advertising, or other uses.


Occasionally, at our discretion, we may include or offer third party products or services on our website. These third party sites have separate and independent privacy policies. We therefore have no responsibility or liability for the content and activities of these linked sites. Nonetheless, we seek to protect the integrity of our site and welcome any feedback about these sites.


We are in compliance with the requirements of COPPA (Childrens Online Privacy Protection Act), we do not collect any information from anyone under 13 years of age. Our website, products and services are all directed to people who are at least 13 years old or older.


This online privacy policy applies only to information collected through our website and not to information collected offline.


Please also visit our Terms and Conditions section establishing the use, disclaimers, and limitations of liability governing the use of our website at


By using our site, you consent to our online privacy policy.


If we decide to change our privacy policy, we will post those changes on this page


If there are any questions regarding this privacy policy you may contact us using the information below. All correspondence relating to the Website should be sent to: Global Franchise 21/23 Phoenix Court Hawkins Road Colchester Essex CO2 8JY Email: