Industry training authority Habia has, for the first time, endorsed a course dedicated to upskilling therapists in retail to help boost spas' sales performance.

Called Retail Excellence and Sales Empowerment, the course has been developed by Arif Isikgun, CEO of Ai Beauty Consultancy, educator and beauty industry veteran.

Isikgun reports that the course has been shown to increase retail sales by 120 per cent, as verified through multiple case studies from numerous participating properties. “This growth directly impacts a spa’s bottom line by increasing turnover and profit margins with products already on the shelves,” he explains.

Developed over two years, the course draws on Isikgun’s 17 years of experience working with prestigious brands including Guerlain, L’Oreal, Sephora, Harrods, Selfridges and QVC.

“My experience with these luxury brands and training thousands of professionals has given me both a commercial mindset and a deep understanding of the emotional connection needed in sales,” Isikgun says. “I’ve learned how to balance sales with service and this course passes on that expertise."

Beyond driving sales, the course also aims to foster personal growth for therapists, enhancing their confidence, communication and ability to build strong relationships with clients and colleagues.

“It’s more than about profit,” says Isikgun. “It’s an investment in your team and in elevating the level of service your spa provides."

The course challenges traditional hard-sell techniques. “Many therapists shy away from retail due to a fear of rejection,” he notes. “My goal is to equip them with tools to boost their confidence, so they can feel empowered and recognise their expertise."

Through retail success, therapists can enhance their authority and confidence, which leads to stronger client relationships, increased trust and more repeat visits.

Course structure
The six-month in-person course is delivered through group training sessions for up to 10 people.

It is recommended for therapists, educators and employers who want to provide retail excellence for their clients.

The syllabus is divided into three modules, each featuring a five-hour seminar and is designed to progressively increase knowledge, confidence and long-term success.

• Module 1: Focuses on the power of storytelling and how therapists can communicate more effectively.
• Module 2: Develops conversational skills and addresses personal barriers like fear of rejection. It also equips therapists with tools to extend product and service discussions with clients.
• Module 3: Teaches techniques to handle objections and drive sales, emphasising retail philosophies and strategies.

“This group-based format helps identify any disconnects between team members while highlighting individual strengths,” explains Isikgun.

Assessment
While there is no formal assessment, participants are regularly reviewed to track their progress. The course emphasizes accountability, independent learning and practical application, particularly in increasing sales.

Isikgun works closely with spa managers and directors to monitor improvements, track sales and review team dynamics monthly.

“Each module requires specific criteria to be met before progressing, ensuring active participation and the best possible results,” he adds.

Upon completion, participants receive a CPD-endorsed certificate, which they can use toward other CPD credits.

Pricing
The course costs £7,000 plus VAT (US$9,133, €8,356) for six months of training. This includes monthly check-ins, access to a team WhatsApp group for ongoing support and direct guidance from Isikgun.

The cost breaks down to £700 (US$913, €836) per therapist,

Starting the process
Spas interested in the course are encouraged to get in touch for an initial discovery call to ensure the offering is the right fit for their needs – reach out to [email protected].

“This course is the culmination of my life’s work and I’m proud to have developed it entirely on my own,” concludes Isikgun. “It’s not just about increasing sales – it's about helping therapists understand the true value and power of what they offer.”