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Slav Marinov and Anna Tsankova are on a mission to inspire therapists to elevate their craft / photo: Butterfly Moments PhotographY
Intuition, empathy, compassion, technical expertise and relentless practice – these are the pillars of a world-class therapist, say spa trainers and husband-and-wife team, Slav Marinov and Anna Tsankova.
With nearly 25 years of experience, the Bulgarian duo are consistently crowned world champions in body and face massage (see p20 and p22) and are on a mission to inspire therapists to create extraordinary treatments and elevate their craft by participating in global massage competitions.
“Top therapists master a range of techniques and modalities, applying them with precision and skill,” explain Tsankova and Marinov. “They possess a heightened emotional sensitivity, allowing them to adapt treatments to each client’s unique needs, creating a safe space for relaxation and healing.
“A true top therapist is driven by passion and a commitment to continual improvement.”
Gold standard The couple have each developed bespoke treatment techniques and offer a range of training experiences.
In between competing and judging at events, Tsankova runs advanced educational face massage courses in the UK and Europe, while Marinov offers frequent training workshops in the UK and US covering a range of western and eastern techniques.
Their expertise has seen them create signature treatments for brands such as Guerlain, Swissline and Yon-Ka while leading operators such as Cheval Blanc, Farris Bad, IHG and Kempinski have tapped them for training.
Tsankova and Marinov also speak and demonstrate at conferences globally and share their experiences online to help therapists continue developing their skills, even if they can’t afford extra training.
Change of scene The couples’ wellness journey began in the early 2000s when they moved from Bulgaria to the UK. Tsankova, originally in education, pursued her passion for skincare and facial therapy, while Marinov, drawing on his background in personal training, focused entirely on massage.
“I realised that massage therapy went far beyond mere physical manipulation of the body,” he says. “I discovered the profound potential of human touch, when combined with empathy and presence, to create an emotional connection with clients.”
After founding their mobile spa business, Beautoopia Mobile Spa, in 2004, the couple stumbled upon competitive massage in 2017 when they heard about the first-ever World Massage Championship.
Competitive spirit “Like most people, my initial reaction was one of surprise: ‘How does that even work?’” says Marinov, now a nine-time gold medallist in massage. “Being naturally competitive, I was eager to measure my skills against the best in the field and receive feedback from the judges.
“Plus, I was drawn to the opportunity to meet and connect with fellow therapists because it can be a solitary profession. It’s rare to meet other practitioners and see how they work.”
Marinov competed in his first championship in 2018, while Tsankova soon followed in 2019, and both became fixtures in the competitive massage world.
Some of the most well-known competitions include the World Massage Championship, organised by the International Massage Association based in Denmark, the USA Massage Championship, the Asian Massage Championship and CIDESCO International Global Awards. At these events, qualified therapists showcase their skills in various massage styles.
Competitors typically prepare 60-minute routines aligned with their category’s rules, refining techniques and adding unique touches to stand out. Each participant performs a massage on a model and is scored by a panel of judges on several criteria:
• Technique: precision, fluidity and suitability of the methods used
• Flow: how smoothly the therapist transitions between techniques and body areas
• Ergonomics: focused on the therapist’s posture, body mechanics and energy management
• Client interaction: how well the therapist communicates with the client, adjusts to their needs and responds to feedback
“Creativity and innovation – such as unique or novel techniques which enhance the massage – can earn extra points,” says Marinov.
Early rounds involve therapists working on each other, while in the final stages, judges both observe and receive treatments themselves.
“These events provide a blend of artistry, skill and professional rigour, offering a platform for therapists to demonstrate their mastery and learn from others in the field.”
Judging expertise After years of competing, the couple are now frequently invited to judge these events – including the World Massage Championship in Copenhagen this June, where 48 countries were represented.
Tsankova says: “Being a former competitor gives me an advantage, allowing me to distinguish a good massage from an exceptional one. Judging is more than just evaluating techniques, it’s about recognising the artistry, dedication, innovation and passion each therapist brings to their work.”
There’s also a difference between massages at events and those performed in treatment rooms, says Marinov. “When competing, I pay extra attention to the clarity and execution of each move … and creativity. In a spa, the focus is on client comfort, satisfaction and customisation”
Thirst for knowledge The takeaway message for spas? “Never stop learning,” says Tsankova.
Marinov elaborates: “Continuous [therapist] training and development are crucial for consistent quality. When therapists feel supported, it leads to happier clients, stronger word-of-mouth and a thriving business.”
They acknowledge that advanced training isn’t always affordable but encourage therapists to stay curious. By keeping up with industry trends, research, emerging techniques and technology, therapists can stay at the top of their game.
The duo recommend industry magazines, webinars, professional organisations, social media and trade shows as valuable resources. Alongside this, they stress the importance of self-care, including proper nutrition and a balanced lifestyle, so therapists can consistently deliver their best work.
Hot topics Looking ahead, Tsankova predicts microbiome-friendly products and treatments, self-massage and facial exercises are the biggest trends set to shape the future of facials.
“With advancements in technology and a shift towards at-home skincare routines, virtual facials and digital consultations are becoming the norm. It’s vitally important what clients do for their skin health in the period between facials and I frequently give my clients homework!”
Clients and colleagues often ask Tsankova to create a digital course with at-home care massage and facial exercises, which she hints will be on the way soon.
For Marinov, the advent of AI and its effects on massage is a key discussion point: “In a world increasingly driven by AI and technology, the simplicity and profound impact of human touch offers a much-needed counterbalance.
“AI can enhance a therapist’s ability to deliver effective, personalised care, streamline operations and provide deeper insights into treatment efficacy. However, human connection, which is the true essence of massage therapy, is irreplaceable.”
Tsankova’s recent awards
• Gold in Facial Massage – World Massage Championships (2023)
• Gold in Facial Massage – American Massage Championships (2023)
• Gold in Facial Massage – Greek Massage Championships (2019)
Marinov’s recent awards
• Gold in Sports Massage and Western Style Free Massage – American Massage Championship (2023)
• Gold in Sports Massage – World Massage Championship (2022)
• Gold in Sports Massage – ntercontinental Massage Championship (2022)
• Gold in Sports Massage and Western Style Free Massage – European Massage Championship (2022)
Read more from this issue of Spa Business magazine
View contents of Spa Business 2024 issue 4
Editor's letter: Pleasure time
It’s time to make ‘pleasure health’ the new ‘play’ to realise the true value of the wellness sector, says Katie Barnes
Spa people: Luuk Melisse
Sanctum's co-founder Luuk Melisse on going global with the unique, spiritual workout that originated in Amsterdam
Interview: Dean Kowarski
Virgin Active is transforming its gym business with 230 sites and 1.2 million members into a social wellness brand. The CEO reveals more details to Liz Terry
First person: Steamy situation
Cassandra Cavanah is moved to tears (and also a little nervous) as she joins hundreds of near-naked heat enthusiasts at this year's Aufguss World Championships
Promotion: TechnoAlpin: In touch
Sara Brenninger talks
to wellness expert
Alina Hernandez
about the power of
real snow to create
immersive touchless
wellness experiences
Interview: Fabian Dolman
How can operators make a successful business out of aufguss programmes? Thermen Resort's CEO gives some tips
Sponsored: Best of both
Alina Hernandez, Gharieni Group advisory board member, explains how Metawell – its portfolio of tech-forward mind/body technologies – is right on time for the next era of wellness
Sponsored: Elevate your business with EGYM
Transform your business with fully connected, personalised and data-powered solutions that drive results
for members, trainers and businesses
Sponsored: Outstanding in its field
RKF Luxury Linen has had a stellar year in 2024, hitting new standards of excellence with a raft of certifications
Promotion: Rest and repeat
Starpool is drawing on science, innovation and equilibrium to offer the industry’s leading recovery solutions
Sponsored: Iyashi Dôme's Oteire
Modern consumers demand solutions that blend cutting-edge technology with proven results, and Iyashi Dôme is rising to the challenge by redefining industry standards
First person: Sparkling Water
Mary Bemis is one of the first to visit the stunning new Sacred River Spa at Four Seasons Bali at Sayan
The MSpa Oslo series is a perennial bestseller in global markets. With innovative
engineering and premium performance, this completely portable spa line-up is expertly
designed to meet the needs of customers worldwide. [more...]
Slav Marinov and Anna Tsankova are on a mission to inspire therapists to elevate their craft / photo: Butterfly Moments PhotographY
Intuition, empathy, compassion, technical expertise and relentless practice – these are the pillars of a world-class therapist, say spa trainers and husband-and-wife team, Slav Marinov and Anna Tsankova.
With nearly 25 years of experience, the Bulgarian duo are consistently crowned world champions in body and face massage (see p20 and p22) and are on a mission to inspire therapists to create extraordinary treatments and elevate their craft by participating in global massage competitions.
“Top therapists master a range of techniques and modalities, applying them with precision and skill,” explain Tsankova and Marinov. “They possess a heightened emotional sensitivity, allowing them to adapt treatments to each client’s unique needs, creating a safe space for relaxation and healing.
“A true top therapist is driven by passion and a commitment to continual improvement.”
Gold standard The couple have each developed bespoke treatment techniques and offer a range of training experiences.
In between competing and judging at events, Tsankova runs advanced educational face massage courses in the UK and Europe, while Marinov offers frequent training workshops in the UK and US covering a range of western and eastern techniques.
Their expertise has seen them create signature treatments for brands such as Guerlain, Swissline and Yon-Ka while leading operators such as Cheval Blanc, Farris Bad, IHG and Kempinski have tapped them for training.
Tsankova and Marinov also speak and demonstrate at conferences globally and share their experiences online to help therapists continue developing their skills, even if they can’t afford extra training.
Change of scene The couples’ wellness journey began in the early 2000s when they moved from Bulgaria to the UK. Tsankova, originally in education, pursued her passion for skincare and facial therapy, while Marinov, drawing on his background in personal training, focused entirely on massage.
“I realised that massage therapy went far beyond mere physical manipulation of the body,” he says. “I discovered the profound potential of human touch, when combined with empathy and presence, to create an emotional connection with clients.”
After founding their mobile spa business, Beautoopia Mobile Spa, in 2004, the couple stumbled upon competitive massage in 2017 when they heard about the first-ever World Massage Championship.
Competitive spirit “Like most people, my initial reaction was one of surprise: ‘How does that even work?’” says Marinov, now a nine-time gold medallist in massage. “Being naturally competitive, I was eager to measure my skills against the best in the field and receive feedback from the judges.
“Plus, I was drawn to the opportunity to meet and connect with fellow therapists because it can be a solitary profession. It’s rare to meet other practitioners and see how they work.”
Marinov competed in his first championship in 2018, while Tsankova soon followed in 2019, and both became fixtures in the competitive massage world.
Some of the most well-known competitions include the World Massage Championship, organised by the International Massage Association based in Denmark, the USA Massage Championship, the Asian Massage Championship and CIDESCO International Global Awards. At these events, qualified therapists showcase their skills in various massage styles.
Competitors typically prepare 60-minute routines aligned with their category’s rules, refining techniques and adding unique touches to stand out. Each participant performs a massage on a model and is scored by a panel of judges on several criteria:
• Technique: precision, fluidity and suitability of the methods used
• Flow: how smoothly the therapist transitions between techniques and body areas
• Ergonomics: focused on the therapist’s posture, body mechanics and energy management
• Client interaction: how well the therapist communicates with the client, adjusts to their needs and responds to feedback
“Creativity and innovation – such as unique or novel techniques which enhance the massage – can earn extra points,” says Marinov.
Early rounds involve therapists working on each other, while in the final stages, judges both observe and receive treatments themselves.
“These events provide a blend of artistry, skill and professional rigour, offering a platform for therapists to demonstrate their mastery and learn from others in the field.”
Judging expertise After years of competing, the couple are now frequently invited to judge these events – including the World Massage Championship in Copenhagen this June, where 48 countries were represented.
Tsankova says: “Being a former competitor gives me an advantage, allowing me to distinguish a good massage from an exceptional one. Judging is more than just evaluating techniques, it’s about recognising the artistry, dedication, innovation and passion each therapist brings to their work.”
There’s also a difference between massages at events and those performed in treatment rooms, says Marinov. “When competing, I pay extra attention to the clarity and execution of each move … and creativity. In a spa, the focus is on client comfort, satisfaction and customisation”
Thirst for knowledge The takeaway message for spas? “Never stop learning,” says Tsankova.
Marinov elaborates: “Continuous [therapist] training and development are crucial for consistent quality. When therapists feel supported, it leads to happier clients, stronger word-of-mouth and a thriving business.”
They acknowledge that advanced training isn’t always affordable but encourage therapists to stay curious. By keeping up with industry trends, research, emerging techniques and technology, therapists can stay at the top of their game.
The duo recommend industry magazines, webinars, professional organisations, social media and trade shows as valuable resources. Alongside this, they stress the importance of self-care, including proper nutrition and a balanced lifestyle, so therapists can consistently deliver their best work.
Hot topics Looking ahead, Tsankova predicts microbiome-friendly products and treatments, self-massage and facial exercises are the biggest trends set to shape the future of facials.
“With advancements in technology and a shift towards at-home skincare routines, virtual facials and digital consultations are becoming the norm. It’s vitally important what clients do for their skin health in the period between facials and I frequently give my clients homework!”
Clients and colleagues often ask Tsankova to create a digital course with at-home care massage and facial exercises, which she hints will be on the way soon.
For Marinov, the advent of AI and its effects on massage is a key discussion point: “In a world increasingly driven by AI and technology, the simplicity and profound impact of human touch offers a much-needed counterbalance.
“AI can enhance a therapist’s ability to deliver effective, personalised care, streamline operations and provide deeper insights into treatment efficacy. However, human connection, which is the true essence of massage therapy, is irreplaceable.”
Tsankova’s recent awards
• Gold in Facial Massage – World Massage Championships (2023)
• Gold in Facial Massage – American Massage Championships (2023)
• Gold in Facial Massage – Greek Massage Championships (2019)
Marinov’s recent awards
• Gold in Sports Massage and Western Style Free Massage – American Massage Championship (2023)
• Gold in Sports Massage – World Massage Championship (2022)
• Gold in Sports Massage – ntercontinental Massage Championship (2022)
• Gold in Sports Massage and Western Style Free Massage – European Massage Championship (2022)
Read more from this issue of Spa Business magazine
View contents of Spa Business 2024 issue 4
Editor's letter: Pleasure time
It’s time to make ‘pleasure health’ the new ‘play’ to realise the true value of the wellness sector, says Katie Barnes
Spa people: Luuk Melisse
Sanctum's co-founder Luuk Melisse on going global with the unique, spiritual workout that originated in Amsterdam
Interview: Dean Kowarski
Virgin Active is transforming its gym business with 230 sites and 1.2 million members into a social wellness brand. The CEO reveals more details to Liz Terry
First person: Steamy situation
Cassandra Cavanah is moved to tears (and also a little nervous) as she joins hundreds of near-naked heat enthusiasts at this year's Aufguss World Championships
Promotion: TechnoAlpin: In touch
Sara Brenninger talks
to wellness expert
Alina Hernandez
about the power of
real snow to create
immersive touchless
wellness experiences
Interview: Fabian Dolman
How can operators make a successful business out of aufguss programmes? Thermen Resort's CEO gives some tips
Sponsored: Best of both
Alina Hernandez, Gharieni Group advisory board member, explains how Metawell – its portfolio of tech-forward mind/body technologies – is right on time for the next era of wellness
Sponsored: Elevate your business with EGYM
Transform your business with fully connected, personalised and data-powered solutions that drive results
for members, trainers and businesses
Sponsored: Outstanding in its field
RKF Luxury Linen has had a stellar year in 2024, hitting new standards of excellence with a raft of certifications
Promotion: Rest and repeat
Starpool is drawing on science, innovation and equilibrium to offer the industry’s leading recovery solutions
Sponsored: Iyashi Dôme's Oteire
Modern consumers demand solutions that blend cutting-edge technology with proven results, and Iyashi Dôme is rising to the challenge by redefining industry standards
First person: Sparkling Water
Mary Bemis is one of the first to visit the stunning new Sacred River Spa at Four Seasons Bali at Sayan
A new survey of UK and international spa practitioners shows that stress, burnout and
wellbeing concerns have caused one in three respondents to consider leaving the industry.
The UK's four Chief Medical Officers have published a refreshed edition of Physical activity
guidelines: UK Chief Medical Officers' report, updating the evidence that underpins the nation's
physical activity recommendations and placing greater emphasis on strength, balance, reducing
sedentary behaviour and, for the first time, supporting people taking weight loss medications.
Anna Bjurstam has left her role as Wellness Pioneer at Six Senses Hotels and Resorts and
launched a new wellness, longevity and “consciousness consultancy” called Wahayla.
Fairmont Cheshire, The Mere, has opened today (10 July) in the Northwest of England
with a
1,715sq m Fairmont Spa that has been designed using a ‘Wellness without Walls’
concept.
Wellness hotels generating less than US$1 million (€932,700, £785,200) – or 10 per cent of
total revenue from wellness and leisure – recorded the strongest RevPAR and TRevPAR growth
in 2025 across categories when compared with 2024, according to the latest Wellness Real
Estate Report by RLA Global, produced in partnership with P and L benchmarking firm HotStats.
Lefay Resorts, the portfolio of two luxury wellness properties in Italy, has added emotional
dance classes and group cold plunge sessions in response to market demand for social
connection.
Aditya Saluja, an industry leader in luxury wellness hospitality, has been
appointed as
commercial director of spa and wellness for the spa management division of
Minor Hotels,
MSpa International.
The MSpa Oslo series is a perennial bestseller in global markets. With innovative
engineering and premium performance, this completely portable spa line-up is expertly
designed to meet the needs of customers worldwide. [more...]
