An interview with Mr. Paul Keegan, Senior International Trainer of AlfaParf Group
Sustainable practices have become a global trend. They play an important role in improving personal health, social well-being and the future of the planet. However, it seems that China and the China Spa and Wellness industry are still at the beginning phase of the process, with not many spas actually practicing sustainability. SpaChina invited Mr. Paul Keegan, Senior International Trainer of the AlfaParf Group, to share with us his insights on how and why we should quickly catch up with the trend.
Paul Keegan was born in Northern California and is a graduate of Humboldt State University. His first six years out of college were spent working in radio, and in the late 1980s he moved to Santa Cruz and began to learn massage therapies and establish his own practice. He also studied Ayurveda, Yoga, Hinduism and Buddhism. Mr. Keegan spent 8 of his 10 years in Santa Cruz managing Spas and Wellness Centers, in particular Well Within Spa where he finished his tenure as General Manager. In 1999, he got married and moved to Italy. He now works as Senior International Trainer for the AlfaParf Group of companies, Italy’s largest supplier of cosmetics and beauty/wellness equipment, performing training all over the world for the Dibi Milano, Becos, TeN and Olos trademarks as well as all related company offerings.
What made you to decide to have “Sustainability” as your speech topic at the SpaChina Summit 2021?
I chose this topic for the SpaChina summit because I have noticed a strong tendency within our company to truly be more environmentally aware, recycle materials and use recycled materials, reduce our companies carbon footprint and make a difference to the health and wellbeing of our shareholders and our planet. These tendencies are not new to Europe (especially Northern Europe/Scandinavian countries) and the Americas (especially North America/USA/Canada) and I am sure that they will have a major impact on the saleability of cosmetic products in the future. Consumers are ever-more aware of what companies are doing and will no longer settle for “greenwashing” (just pretending to be sustainable). So finding ways to be truly sustainable is also in every company’s economic interest.
To what extent are spas and spa resorts, spa products, using “Sustainability” concepts now worldwide?
Interestingly, and ironically, the Spa Industry has been a bit late to “catch up” to other industries when it comes to sustainability. Of course, it could be argued that by contributing to people’s well-being all over the world, Spas are already playing an important part in Social Sustainability, but it is also true that Spas consume lots of water and chemicals to keep their wet areas clean, as well as consuming energy in many different ways. As sustainability becomes a more ingrained concept in all businesses and in the minds of consumers, it will be crucial for Spas worldwide to make serious efforts to use energy from renewable sources, switch chemical cleaning products for more natural yet effective ones, reduce, reuse and recycle when and where they can and also to strongly reduce their use of plastics. It will also be important that they communicate these efforts and measures to their clients.
Italy leads the way in Eco Friendly Spas and Resorts, from Trentino Alto Adige in the North, where ecological lifestyle is already part of the culture, to Apulia and Sicily in the South, where their ancient culinary and lifestyle traditions have incorporated the concept of eco-sustainability for hundreds of years.https://ecobnb.com/blog/2016/10/italys-amazing-eco-resort/
In Tuscany, the Eco Resort has really made important contributions to the environment by building their chalets according to bio architecture, using a geothermal heating system and solar panels for their pool which is also ecological as it is completely free of chemicals! https://ecobnb.com/IT-firenze/accommodation/lebbiano-bio-resort/c0NdN
Here in Italy, our company does not directly manage the spas and beauty salons we sell to, so Dibi Milano / AlfaParf Group cannot dictate sustainability policies to our clients. We can only act as good examples of sustainability practices, hoping to inspire them to take their own measures as well as be proud in offering Italian Spas a more safe and sustainable cosmetic product!
Compared with Western countries, China is still at the beginning stages of being sustainability aware, but we also see more and more younger people with greater sustainability awareness. What do you think about the future of sustainability in the China spa and wellness industry?
Just as sustainability has become a watchword throughout Europe and the Americas, it is also beginning to sweep Asia and the entire Asean community, so of course these concepts will quickly arrive to China and impact the Chinese Spa and Wellness industry also. And, as you say, as younger consumers become more aware of the importance of sustainability and eco-friendly practices, they will demand that the businesses they utilize are applying these practices to create a better environment for their workers, their clients and the planet. This will certainly drive the sustainability trend among Chinese Spas just as it has done in the rest of the world. Also, as the global pandemic recedes and international travel and tourism once again resumes, these clients will also be seeking more eco-friendly spas and resorts in which to relax, rejuvenate and find balance. I am sure, however, that the Chinese Spa Industry will quickly adapt to these trends as the Chinese are smart business people and do not want to miss any opportunities.
What are the difficulties for being sustainable for spas? And how can spas improve to make it happen?
Making a spa more sustainable and environmentally sound is both a challenge and an opportunity and every spa can take measures both small and large to improve their sustainability. The Global Spa Industry has lagged behind many other industries when it comes to sustainability and spa customers, who are interested in their personal well-being, are also interested in planetary well-being. For this reason it will become fundamental for each and every spa to “walk the walk” as well as “talk the talk” and truly implement sustainability initiatives. So, in answer to your question, there are five reasons to upgrade a spa for sustainability:
Reason # 1 – Your clients want you to. Having a natural product range is nice window dressing, but the spa client is ever more aware of “greenwashing” (pretending to be sustainable without really making the effort) and will eventually ask questions about what you are doing to address environmental and social sustainability. It will be fundamental in the future to be able to give them honest answers.
Reason # 2 – Your staff, and subsequently your customers, will be better served by instituting practices for their health and well-being. For example, a well-rested and perfectly centered massage therapist will give a better massage, creating increased client satisfaction and return business. In this way, social responsibility also helps the bottom line. If your staff is happy and well they will be able to make your customers happy and well.
Reason # 3 – Economic savings through environmental stewardship. For many or even most real spas, water and energy use are abundant. A wet area with pools, waterfalls, showers etc. can consume large amounts of water, require many chemicals for keeping the water and the area clean and saunas, just as one example, use abundant amounts of electrical energy. Installing water saving devices, recycling or reusing water, reducing the overall use of harmful chemicals by substituting them with effective yet natural alternatives. All of these measures will represent cost savings, help protect the environment and will also be appreciated by your customers, so make sure to communicate the changes properly.
Reason # 4 – Attract investors. Because the sustainable business model is becoming key to the way many Fortune 500 companies do business, smart investors will be looking to invest even in smaller companies that are properly following these trends. If you want your Spa business to grow you may need an investor and “going green” is a good way to attract one.
Reason # 5 – Anticipate upcoming laws and requirements. Governments all over the world, from large Federal agencies to smaller city governments are implementing environmental policies and requirements to slow or even stop global warming and/or properly prepare for ever more severe weather events. If you can do your research and anticipate the new norms and requirements beforehand and implement them you won’t be “caught off guard” by the next inspector who comes into your Spa and instructs you to make changes or rebuild an area!
