BUSINESS TRENDS
INSIDER SPA
CURVY KATE
September brought steady results for many spa businesses, with 37% reporting stronger treatment figures than the same month last year and a further 43% maintaining stable performance. While retail sales were more mixed, with 11% up and 54% holding steady, it’s clear that the spa experience itself continues to be the main driver of revenue and client loyalty.
Recruitment continues to evolve, too – 40% of spa leaders say they’d consider hiring staff with limited experience if they show the right attitude and training potential, demonstrating a focus on nurturing talent from within.
When it comes to marketing, many spa managers are adopting a mindful approach to digital influence. Nearly half (46%) believe influencer partnerships only work when the collaboration truly aligns with the brand’s values, showing that authenticity remains at the heart of wellness marketing.
On the spot
How do you feel about hiring staff with minimal experience but strong social media skills?
1. It depends on their attitude and training potential (40%)
2. Not worth it, skill comes first (34%)
3. I’d rather invest in marketing separately (23%)
4. It’s a good trade-off in today’s market (3%)
66% think clients expect too many extras for free during treatments
How do you feel about influencers promoting spa services?
1. It’s valuable only if influencers align with the brand (46%)
2. It helps bring in younger clients and brand awareness (29%)
3. I avoid influencer marketing altogether (20%)
4. It undermines the authenticity of wellness (5%)
Month in numbers
How did treatment business in September 2025 compare with September 2024?
50% average treatment room occupancy in September