Blu Spas Inc. – Helping Clients Create the “Living Well” Experience
By Mae Mañacap-Johnson |Published: ISPA Pulse Magazine, October 2016
Cary Collier, Principal at Blu Spas, Inc.
When Cary Collier and Doug Chambers launched Blu Spas Inc. in 2000, the spa industry was still in its infancy stage and very few understood the business of spa. In fact, educating clients on operations, planning, design and best practices was one of the earliest challenges the full-service firm had to face during its early years of operations.
“No one really understood the planning and business of spas—‘What in the world is a spa? Sounds like a weird brothel.’ In the late 80s, I had two other jobs to support the notion of being a ‘spa consultant,’” Collier says, recalling the years when he and wife, Kim, founded Collier & Collier Spas before he eventually ventured into launching Blu Spas Inc.
His extensive years of experience with spas while working and living in Asia in the 90s have given him the foresight of the vast potential of the global spa market, so he held on to the dream of getting Blu Spas Inc. off the ground. Today, the team has grown to include Project Consultant Brian Lombardi, Senior Spa Consultant Lisa Jacobs and Kim, who serves as a senior consultant, trainer and educator.
The international firm offers key services such as business analysis and modeling, concept development, design and technical, project planning, product designation, treatment and branding development as well as pre-and post-opening support. Helping clients create the “living well” experience is at the core of the firm’s mission.
Secrets to Success
Along with the explosion of the spa industry’s growth, the firm has also experienced significant increase in business. “We now handle three to four times the number of projects we had compared to the early days. We have a great team that has worked together for 15 years and this experience allows us to work on a wide variety of spas around the world,” he says. In total, the firm has worked on more than 350 projects in hotels, resorts, clubs and residential properties located in more than 35 countries.
Collier says the firm’s success lies in building strong relationships among its clients, which in turn gives the firm the all-too-important word-of-mouth marketing. But how does the firm build these relationships? “By communicating, anticipating and innovating,” he says.
“There is so much of the same stuff for spas being done over and over. Innovation takes guts and, sometimes, you get your ass kicked—or—you get it right. Look away from what is familiar and explore what is unknown or unfamiliar for the gems. We do analyze together or with outsiders the numbers and the risk. I have lost a business, my investor’s money and was financially shattered in my mid-twenties. I have not forgotten this,” he says.
Valuable Lessons
Having been through his share of challenges, which is expected when operating a business, Collier has learned valuable business lessons. What is his advice to spa peers and other entrepreneurs? “Take the time to think, discover and imagine. Listen, do the work, and trust your team and skill sets. Cut the crap and tell it like it is.”
Collier thinks kindness and being decent to each other are invaluable in creating a strong bond with clients and team members. “Sure, money is a given but the art of conversation to speak of the good, the bad and the ugly are required. Our success is based on our team and not on one person,” he says.
When it comes to dealing with clients, he and his team strive to always exceed expectations. “Do what you say you’re going to do. If you cannot, then communicate quickly. It’s also important to pick your battles. Ambassadorial ‘orchestrating’ is often more productive and avoids conflict than striving to be right,” he says. “Savor collaboration and play well with others.”
Top Trends
Throughout his years in the industry, Collier has seen several trends shape the industry. What are among the top trends today? He thinks there’s a continued movement toward “consolidation, collaboration and community.”
“’ There is a preponderance of experiences (and talent) that blend spa, fitness, wellness and adventure,” he says. “Sustainable anything is reviving and thriving with wondrous variety. We have to carry this flag and fight the good fight.”
In looking ahead, Collier sees positive growth for the industry and the firm. In fact, this year alone, Blu Spas Inc. has helped in the launch of six new spas. He envisions launching several more proprietary concepts, such as alliances for compelling technologies and affordable modular spa and fitness structures. These future plans fit well in the firm’s vision to help lead the “global spa evolution.”
ISPA
Number of Years as an ISPA Member: “We first learned about ISPA after reading about the organization on American Spa magazine. We then joined in 1996.”
Motivation to Join ISPA: “We joined ISPA because of its people and resources. The connections and relationships are vast and as local or global as you want them to be.”
Most valuable ISPA resource: “We find value in the ISPA research and surveys, members lists and annual ISPA Conference & Expo.”
About Pulse Magazine and ISPA
The International SPA Association’s (ISPA) mission is to advance the spa industry by providing invaluable educational and networking opportunities, promoting the value of the spa experience and speaking as the authoritative voice to foster professionalism and growth. Pulse is the official trade publication of ISPA and can be accessed at pulse.experenceispa.com. For more about ISPA, visit experienceispa.com.
