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a 160+-page report available on the GSWS website, globalspaandwellnesssummitt.org. Of the dozens of current industry leaders interviewed for the survey, 95% said they face challenges in hiring spa managers with the needed experience/ skill set, and 63% said the people they hire require a lot of additional training and mentoring. Moreover, 52% of this group said they believe the management gap will stagnate or even worsen over the next decade. This group identified six vital areas in which key management candidates exhibit skill gaps: 1. Business savvy/management skills 2. Strategic thinking 3. Leadership 4. Information Technology (IT) 5. Communications/interpersonal skills 6. Flexibility Susie Ellis, current CEO of GSWS, president of SpaFinder Wellness and a former spa director, notes that while a supply-and-demand gap in a young industry is normal, the SRI's findings present a call for action. "Before this study, we did not know the extent of the problem," Ellis says. "Now that we have this information, more people are likely to get involved and create solutions. One thing the spa/hospitality industry has going for it is that we have a high ratio of employee to client; a 3,000-square-foot spa creates a lot more jobs than a retail store of the same size." ID-ING THE CHALLENGES It isn't clear exactly how many of the estimated 130,000 to 180,000 spa directors worldwide have received formal training, but it is believed to be a small percentage. Although a degree in spa or hospitality management is not a prerequisite for success in this role, we know that graduates of these programs are able to become effective spa directors more quickly, and require less in-house training from their employers—a benefit to everyone involved. SRI has catalogued the current challenges in finding qualified spa management candidates. Challenges for Current/Future Managers The position of spa director is challenging; successful candidates need to have both head (mental) and heart (emotional) capabilities. One challenge for those securing this role is that spas consider "experience" most important; however, it is difficult to gain that experience—especially for those who have worked in smaller spas without a management team. Hard skills in business and management are considered the No. 1 deficiency among candidates. Managers' priorities partially mirror typical training gaps in the following areas: 92 DAYSPA | APRIL 2013 • Strategic planning • Revenue management/finance • Intelligence Technology (IT) • Public relations • Legal/regulatory • Human resources And, because each spa has its own issues based on region, size, focus and the owner's skill set, the career path is not always clear. Challenges for Educators For the study, education programs were divided into two categories: 1) formal degree programs for those entering the workforce, and 2) continuing education. It is estimated that there are currently 64 degree programs worldwide, and 41 providers of continuing education. Ideally, degree programs will combine classroom learning with hands-on experience, and students will need to complete internships or other work experience. Challenges in the education arena include: • Lack of consensus on most effective training model • Limited time and resources of management staff to devote to professional development • Scarcity of books and textbooks on the subject of effective spa management • Few schools offering spa-related management programs, and few stakeholders aware of those that do (less than 20% of industry leaders surveyed could name a university that offers spa management training) • Insufficient supply in the pipeline: There are only 4,000 students enrolled in spa management-related degree programs, and up to 180,000 spa managers and directors currently working • Certificate courses and short programs that, once thought to be the best fit for the industry, have been proven inadequate • Continuing ed providers who struggle to bridge the gap between meaningful learning and budget constraints Challenges For Industry Leaders Whether spa director applicants come through a formal degree program, or have on-the-job experience, they will not ©ISTOCKPHOTO.COM MANAGEMENT WORKSHOP