“The importance of community can’t be overstated,” says Lisa Michaelis, founder and CEO of Live Love Spa, a premier community for spa professionals to connect and discover trends, products, experiences and emerging insights in wellness.
Live Love Spa is a premier community for spa professionals to connect, discover and learn about new trends, products, experiences and emerging insights within the wellness space. Live Love Spa specializes in creating unique, immersive spa and wellness experiences for industry professionals. These include curated events that provide a platform for networking, product sampling, and education. The company is known for its intimate, hands-on approach, allowing participants to experience new treatments and products firsthand.
Lisa Michaelis is the founder and CEO of Live Love Spa. With over 20 years of experience in the spa and wellness industry, Lisa is a visionary leader known for her passion for connecting people and driving innovation. Her deep understanding of the needs of both operators and brands has made Live Love Spa an influential force in shaping the future of spa experiences.
Lisa Michaelis is also the creator of National Wellness Month, an initiative encouraging people to focus on their health and wellbeing in August.
We spoke with Lisa Michaelis about Live Love Spa, the value of community, and what works in wellness marketing.
What inspired the creation of Live Love Spa, and how has it evolved over the years?
The inspiration behind Live Love Spa came from a desire to redefine how the spa and wellness community connects, learns, and grows together. I’ve always been passionate about wellness and its power to transform lives, and I noticed a need for a more hands-on, personal approach to learning and networking in our industry. The traditional format of trade shows didn’t capture the essence of what we do in spas – creating meaningful experiences that nurture the body, mind, and soul.
So, I asked myself, “What if we created an event inspired by experiences?”
We started by creating a welcoming environment for spa professionals to experience products firsthand. Over the years, Live Love Spa has evolved to include more than just events. We’ve developed a community that supports the growth and success of spa professionals and brands alike. From our Destination Wellness Retreats, Spark Leaders Summit, digital connection and online directory with our SpaPro app, and a full-fledged e-commerce solution, affiliate program, and a media event to celebrate Wellness Month, we continue to innovate and adapt to meet the changing needs of the industry. Our focus remains on fostering meaningful relationships, driving growth, and celebrating the impact of wellness.
Can you describe the unique aspects of Live Love Spa events compared to traditional trade shows?
Live Love Spa events are anything but your traditional trade shows! We know how exhausting trade shows can be – you’re on your feet all day, wandering around a maze of booths, trying to squeeze in conversations, let alone make the meetings meaningful.
Our events are intimate and experiential, where you can actually try the products and services in a spa environment, just as your guests would. It’s all about creating a comfortable and engaging setting here genuine connections can happen naturally.
We also sprinkle in a bit of our secret sauce; fun, interactive activities and networking sessions that feel more like a wellness event than a business event. The idea is to leave you more informed, rejuvenated, and inspired. At the end of the day, you walk away with new ideas, new partnerships, and even a little glow! It’s a unique way to do business and build relationships, and we love that our community embraces it with open arms (and sometimes in a spa robe!).
Can you talk about the importance of community and why it matters in this or any industry?
Community is the heart of everything we do at Live Love Spa. In our industry, where we dedicate ourselves to enhancing the wellbeing of others, having a supportive network makes all the difference. Being a part of this community means you’re valued and supported. You can pick up the phone and reach out to someone to share ideas, ask for advice, or even collaborate on a new project. Live Love Spa is a place where relationships are built on trust, shared experiences, and a genuine desire to see each other succeed.
Whether you’re a spa owner, therapist, or brand, having a strong network means you’re not alone in navigating challenges. You have people rooting for you, ready to share their insights, celebrate your wins, and help you achieve your goals.
The importance of community can’t be overstated. When we support each other, we’re not just growing our businesses, we’re elevating the entire industry and, ultimately, helping more people experience the power of wellness.
We missed National Wellness Month for this issue but can you talk about the reasons behind creating this month and what you hoped to achieve?
I created National Wellness Month in August of 2018 to support and celebrate the people and businesses dedicated to helping others live healthier, more balanced lives. This is now a nationally recognized month and is supported by media and industry partners every August.
We saw an opportunity to amplify the message of wellness, not only to those in the industry but to consumers as well. It was a chance for us to come together as a collective, spotlight the incredible work being done, and inspire even more people to prioritize self-care. We also wanted to provide an opportunity for our brand partners to equip spa professionals and wellness businesses with marketing tools, resources, and partnerships to engage their communities and promote their offerings in a meaningful way. Wellness Month has become a platform that supports businesses connecting with their audience, sharing their expertise, and building awareness, all while celebrating the spirit of wellness.
What marketing strategies have been most effective for Live Love Spa?
One of our most effective marketing strategies is experiential marketing. We don’t just talk about products or trends – we let people experience them firsthand, and in spa environments. Something magical happens when you see, touch, and feel the products yourself – it builds a stronger emotional and practical connection.
Another key strategy is building solid relationships. We genuinely care about our community, which creates trust and value. Wellness Month, for example, has been a fantastic way to unite the industry around a common cause. By creating initiatives that everyone can participate in, we amplify our message and make a bigger impact together than we ever could alone.
Lastly, we’re very intentional with our outreach – every email and every invitation is personalized and thoughtful. We want our community to always feel valued and seen. So, in short, it’s a blend of creating authentic experiences, building relationships, and staying connected and relevant – that’s what’s driven our success and engagement. And we always add a little fun and personality along the way!
What marketing advice can you share for hotels, spas, and hospitality businesses?
Make it easy for someone to say “Yes, I want that!” Think about how you can simplify the decision-making process for your customers. If there are too many layers and considerations, people won’t take the time to sort through it all.
Package your offerings in a straightforward and compelling way. Instead of overwhelming customers with too many options or complex pricing structures, focus on clear messaging and value-driven packages. You want to eliminate any friction and make it effortless for them to say, “Yes, I’ll book that right now!”
Emphasize what makes your property or service unique – a signature spa treatment, a special amenity, or a one-of-a-kind experience. Show them the value, make buying easy, and create a little urgency with exclusive perks or limited-time offers. When guests see something beautifully packaged, clearly communicated, and ready to go, they’re far more likely to jump at the opportunity.
How do you ensure that Live Love Spa stays ahead of trends in the wellness industry?
Staying ahead of trends in the wellness industry is in my blood. As a first-born Korean, I was raised with a mindset of striving for excellence and always looking ahead. This drive fuels my passion for what I do and keeps me on the pulse of industry trends.
I’m constantly learning, whether it’s through research, attending industry events, or being around individuals who are setting the trends themselves. I believe that to be a true leader in the industry, you have to surround yourself with innovators and forward-thinkers. It’s those conversations and shared insights that help us keep our finger on the pulse and continue pushing boundaries.
At Live Love Spa, we’re not just watching trends, we’re actively part of the conversation that shapes them.
In what ways can hotels and resorts better integrate wellness into their customer experience?
Hotels and resorts have an incredible opportunity to become true wellness advisors for their guests rather than just offering a one-and-done facial or massage. It’s about looking beyond the treatment menu and thinking about how they can support their guests’ entire wellness journey.
Be the place where guests discover new rituals, products, and practices that elevate their wellbeing. Even if your resort caters to a transient audience, you can create experiences that introduce something new, like contrast bathing, meditation techniques, or a CBD-infused treatment. Then, guide them with the next steps they can implement when they get home or an easy way to purchase the at-home experience and have it shipped to their home. Suddenly, you’re not just a spa; you’re a trusted source for wellness solutions, and guests will rave about their experience long after they’ve left, and think of you whenever they need wellness advice or inspiration!
What are you excited about?
I’m most excited about wellness having its moment! People are finally seeking out what we’ve been championing for years. Wellness is no longer a “nice-to-have” – it’s essential, and everyone’s starting to see that. Creativity is thriving right now, whether it’s in how wellness is integrated into architecture or how experiences are designed to be more meaningful and transformative. The next 10 years will be full of innovation and expansion, and I can’t wait to see how far we can take it!
Spa Executive is published by Book4Time, the leader in guest management, revenue and mobile solutions for the most exclusive spas, hotels, and resorts around the globe. Learn more at book4time.com.