Spa Professionals Guild

The FUTURE of the spa industry revealed????



Over the next few weeks we are going to discuss a word that is revolutionising businesses in all industries across the globe.  This word is the difference between a business that ambles along, just managing to get by every month, and a business that flies and is in total command of their cashflow and growth.

Three key areas of your business depend on this word. 

  • Client Retention
  • New Client Acquisition
  • Doubling Your Revenue



Would you like that?  Well, this word, this concept we’re going to discuss over the next few weeks is going to be the answer. Keen to hear what it is? And keep reading to the end because I’m going to show you how to PUT IT INTO PRACTICE in your spa or salon for immediate results!

Have you heard about RAS?  The Reticular Activating System of the brain?

Our brains are incredibly complex. We can sift through billions of bits of data at any given time. And somehow, so we don’t short-circuit, we have to organize that information.

The RAS helps with that.  Reticular Activating System is an impressive-sounding name for a fairly small piece of the brain. It is a piece of the brain that starts close to the top of the spinal column and extends upwards around 5cm. It has a diameter slightly larger than a pencil. All of your senses (except smell, which goes to our brain’s emotional center) are wired directly to this bundle of neurons that’s about the size of your little finger.

Often, the RAS is compared to a filter or a nightclub bouncer that works for your brain. It makes sure your brain doesn’t have to deal with more information than it can handle. Thus, the Reticular Activating System plays a big role in the sensory information you perceive daily. The RAS is a bundle of nerves at our brainstem that filters out unnecessary information so the important stuff gets through!

Why do we need this little gatekeeper or bouncer? Well, your senses are constantly feeding so much information to your brain that you can’t possibly pay attention to all of it. The RAS never gets a break!

Think about how much information you pick up every minute. Take ten seconds and listen to every sound around you that you can perceive…you’ll be surprised at what you miss on a regular basis, but this is because your RAS decides what is important and what can be safely ignored.

What is the point you might be asking yourself?  Well, the point is that your clients are bombarded with information, marketing, messages and more and if you don’t find a way to get past the BOUNCER, the RAS, well, then your messages will fall on deaf ears and you will get no results.

So this begs the question, how do you get past the RAS???? AHA!!!!  That is the trick and this is what we are going to discuss over the next few weeks. Today I want to start with your use of WORDS to get past the RAS.

Let me give you an example of a real conversation I heard between a therapist and her client.

Therapist:  Mrs client, It’s so lovely to see you again, I hope to give you the best treatment ever today.

That sounds great right?  Yes, it does.  Sweet polite and lovely.  However, the RAS of the brain hears the following:  “Mrs client, I might or might not give you the best treatment today, I will try my best blah blah blah”.  RAS filtered that out as doubtful and maybe.

To get past that RAS, say the same thing with a different word.  Mrs Client, it’s lovely to see you again, today I intend to give you the best treatment you have ever had.  The word “intend” or even better “will” is confident and precise and the RAS is heightened with an intent!

So, that ONE word I was saying will change our industry, will push you past your clients RAS and keep you top of mind and important.  Keen to hear the word?


It’s time to throw away the copy paste function in your business.  One size does not fit all.  The quicker you start to introduce personalisation into every aspect of your business, the quicker you are going to see that revenue DOUBLE.

The future of our industry is about creating personal experiences.  Note, I didn’t use the word treatment or service, I called it an EXPERIENCE.  Experiences are what keeps our clients loyal and engaged.

Over the next few weeks I’m going to share some ideas about personalisation in manicures, pedicures, nail services, massages and facial treatments. Some of them might sound bizarre, but remember, don’t knock it till you try it and see what the results are!

If any of you have ideas on how to personalise treatments, please share them with me so we can all grow together!  Can’t wait to share my ideas with you over the next few weeks!

Beyond personalization and ALL the other tips and tricks we share in these newsletters, we are able to assist you to double your revenue with the right marketing approach. Click here to schedule a free consultation today!

Till next week,


Spa Professionals Guild is now Wellness Professionals Club.


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