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Spa People: 20th anniversary issue
Ana Crawford

We need more internationally-recognised research to prove the tangible benefits of spa modalities


What trends are impacting spas the most?
The modern obsession with the digital age and technology has become a real threat to societal wellbeing. Anxiety and depression are skyrocketing and the soaring pace and expectations of today’s modern lifestyles are taking their toll. This is, of course, great for business as people rely more heavily on our industry to switch off and for nurturing connections, but devastating for wellbeing unless a vast global shift is made.

How do you hope the industry will look in 2050?
In recent years, we’ve been inching closer to holistic integration where wellness and water are playing much larger roles and facilities are more high-tech and well-considered.

It’s exciting to be a part of this movement and I expect it to continue, but in parallel with simplicity. Spas will go back to basics, but with more multidimensional and evolved offerings with a modern edge – continuing to connect more deeply with nature, earth-to-body rituals, sustainable practices, nourishing cuisines and wellbeing in architecture.

It’s this reconnection to what’s important that will have the most powerful impact.

How can the industry realise its true potential?
The more internationally recognised research that’s done on the tangible benefits of spa modalities, the more quality control is placed around the work we do and the more that big pharma and western medical institutions recognise the need for our industry, the more it will be seen for the powerful wellness agent that it is.
Birthday message to Spa Business

"Spa Business is truly is a global publication that shines a spotlight on wellness worldwide, enabling connectivity no matter where you’re based. It’s been a huge resource to me over the years"

More from spa industry leaders...

In celebration of Spa Business’ 20th anniversary, industry leaders take a look at how far the sector has come since the magazine’s inception in 2003, share personal career highlights and reveal their plans and ideas for the future.

View next: Karen Short

Read more from this issue of Spa Business magazine

View contents of Spa Business 2023 issue 3
Ana Crawford

Spa People: 20th anniversary issue

Ana Crawford

Current article
A deep connection with nature will continue
A deep connection with nature will continue / photo: The Farm at San Benito
Spas will go back to basics, but offer more evolved approaches such as earth-to-body rituals by The Farm at San Benito
Spas will go back to basics, but offer more evolved approaches such as earth-to-body rituals by The Farm at San Benito / photo: The Farm at San Benito
FEATURED SUPPLIERS

Aquaform is designing water as an experience
In the world of spa design, reducing water to a functional component misses the point. [more...]

Le Atelier by C.O.D.E. - bespoke means moving beyond the catalogue to delivering contextual design responses
Le Atelier by C.O.D.E. doesn't offer a standard bespoke service, it provides a highly customised approach to designing massage beds and loungers in high-end wellness environments. [more...]
+ More featured suppliers  
COMPANY PROFILES
Myndstream

The Stream, Myndstream's purpose-built streaming service enables you to personalise the music to sui [more...]
Oakworks Inc

Oakworks is a US-based FSC-certified manufacturer of spa, massage, and medical equipment. [more...]
+ More profiles  
CATALOGUE GALLERY
 

+ More catalogues  

DIRECTORY
+ More directory  
DIARY

 

09-11 Jun 2026

World Sauna Forum 2026

Savutuvan Apaja, Haapaniemi, Finland
09-12 Jun 2026

W3Spa EMEA

Hotel Cascais Miragem Health & Spa, Portugal
+ More diary  
 
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©Cybertrek 2026
Uniting the world of spa & wellness
Get Spa Business and Spa Business insider digital magazines FREE
Sign up here ▸
News   Products   Magazine   Subscribe
Spa People: 20th anniversary issue
Ana Crawford

We need more internationally-recognised research to prove the tangible benefits of spa modalities


What trends are impacting spas the most?
The modern obsession with the digital age and technology has become a real threat to societal wellbeing. Anxiety and depression are skyrocketing and the soaring pace and expectations of today’s modern lifestyles are taking their toll. This is, of course, great for business as people rely more heavily on our industry to switch off and for nurturing connections, but devastating for wellbeing unless a vast global shift is made.

How do you hope the industry will look in 2050?
In recent years, we’ve been inching closer to holistic integration where wellness and water are playing much larger roles and facilities are more high-tech and well-considered.

It’s exciting to be a part of this movement and I expect it to continue, but in parallel with simplicity. Spas will go back to basics, but with more multidimensional and evolved offerings with a modern edge – continuing to connect more deeply with nature, earth-to-body rituals, sustainable practices, nourishing cuisines and wellbeing in architecture.

It’s this reconnection to what’s important that will have the most powerful impact.

How can the industry realise its true potential?
The more internationally recognised research that’s done on the tangible benefits of spa modalities, the more quality control is placed around the work we do and the more that big pharma and western medical institutions recognise the need for our industry, the more it will be seen for the powerful wellness agent that it is.
Birthday message to Spa Business

"Spa Business is truly is a global publication that shines a spotlight on wellness worldwide, enabling connectivity no matter where you’re based. It’s been a huge resource to me over the years"

More from spa industry leaders...

In celebration of Spa Business’ 20th anniversary, industry leaders take a look at how far the sector has come since the magazine’s inception in 2003, share personal career highlights and reveal their plans and ideas for the future.

View next: Karen Short

Read more from this issue of Spa Business magazine

View contents of Spa Business 2023 issue 3
Ana Crawford

Spa People: 20th anniversary issue

Ana Crawford

Current article
A deep connection with nature will continue
A deep connection with nature will continue / photo: The Farm at San Benito
Spas will go back to basics, but offer more evolved approaches such as earth-to-body rituals by The Farm at San Benito
Spas will go back to basics, but offer more evolved approaches such as earth-to-body rituals by The Farm at San Benito / photo: The Farm at San Benito
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Longevitix, a clinical platform for preventive and longevity medicine, has launched its AI- powered intelligence system to help physicians deliver continuous, personalised longevity- focused care at scale.
Atmantan Wellness Centre announces new wellness destination in Hyderabad
Atmantan Wellness Centre, an integrative wellness destination in Mulshi, near Pune in India, is expanding its portfolio by adding a new centre in Hyderabad that will launch between 2028 and 2029.
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Wellness care hospital opens in Vilnius with innovative spa and hospitality concept
Lithuanian care operator Addere Care has launched a new “wellness care hospital” in Vilnius.
Rainer Maelzer joins Therme Group as chief entertainment officer
Rainer Maelzer, an experiential entertainment innovator, has been appointed chief entertainment officer by Therme Group.
Global Wellness Summit announces 2026 theme: the science, art and soul of wellness
The Global Wellness Summit (GWS) will celebrate its 20th anniversary at the 2026 event in Phuket, Thailand, later this year with the theme: The Science, Art and Soul of Wellness.
All-inclusive eco-wellness development Auko to open near Vietnam’s Son Doong caves
Auko, an all-inclusive development, is opening in Phong Nha in Vietnam in Q3 2026, with a series of 30 tented eco-lodges and wellness hospitality operations by Lumina Wellbeing.
+ More news   
 
FEATURED SUPPLIERS

Aquaform is designing water as an experience
In the world of spa design, reducing water to a functional component misses the point. [more...]

Le Atelier by C.O.D.E. - bespoke means moving beyond the catalogue to delivering contextual design responses
Le Atelier by C.O.D.E. doesn't offer a standard bespoke service, it provides a highly customised approach to designing massage beds and loungers in high-end wellness environments. [more...]
+ More featured suppliers  
COMPANY PROFILES
Myndstream

The Stream, Myndstream's purpose-built streaming service enables you to personalise the music to sui [more...]
+ More profiles  
CATALOGUE GALLERY
+ More catalogues  

DIRECTORY
+ More directory  
DIARY

 

09-11 Jun 2026

World Sauna Forum 2026

Savutuvan Apaja, Haapaniemi, Finland
09-12 Jun 2026

W3Spa EMEA

Hotel Cascais Miragem Health & Spa, Portugal
+ More diary  
 


ADVERTISE . CONTACT US

Leisure Media
Tel: +44 (0)1462 431385

©Cybertrek 2026

ABOUT LEISURE MEDIA
LEISURE MEDIA MAGAZINES
LEISURE MEDIA HANDBOOKS
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FREE DIGITAL SUBSCRIPTIONS