Writing on her blog Reflections on Spa, Soul, and the role of Water, Sara Firman, writer, therapist and spa consultant, suggests that a return to the fundamental values of spa and on developing and creating authentic spa experiences, may help spas to identify key values with which to weather the current upheavals and emerge in a stronger position.
Very few think of SPA in it’s broadest terms, as a cultural form encompassing all the things we consider important for our wellbeing. It’s a rich cultural legacy that has in many ways been increasingly obscured by the tempting commercialization of what was once sacred and shared. At times of upheaval, such as that which we are experiencing now, a willingness to reflect on our cultural evolution and the symbols of that – spa being one – may offer some insights into our predicament and our recovery.
She also discusses the role of spa organisations both as representatives of an industry as well as hubs of collaboration – as places for people who share a common culture – and is hopeful that BISA will be able to steer a course that other organisations have lost sight of as they have grown larger. Her article and blog offers much food for thought for spa owners and spa professionals alike. Bookmark her blog – it’s recommended reading!
Read her article in full on her blog: The Evolution of Spa