Jan 2021, Spa, Spa of the Month

Âme Spa & Wellness Collective

January 1, 2021 | by Samantha Garcia

A new era in modern wellness

A premier facility for health and wellness, âme Spa & Wellness Collective features a full-service spa and beauty salon, a 3,600 square-foot fitness center, and the Center For Integrative Medicine & Holistic Rejuvenation. The spa is located in Miami, FL, at JW Marriott Miami Turnberry Resort & Spa. Guests can experience various spa and wellness services, from a rejuvenating collection of facials to therapeutic and detoxifying therapies such as lymphatic drainage and gua sha. Fitness is also a top priority at âme, offering a wide range of fitness classes from yoga and cycling to Zumba and aerobics. We caught up with Spa Director Kadir Marrero to walk us through the experience.
“One can begin the day on the third floor, enjoying one of our very popular indoor fitness classes before venturing down to the second floor to relax and begin the journey through our famous ‘Wellness Circuit’, which prepares your body to receive the maximum benefits of our spa treatments. The Aroma Steam Room, the Himalayan Salt Suite, and the Signature Swiss Shower will prepare your muscles to achieve the best healing results during your service. Last stop is the salon located on the first floor, where our nail technicians and senior hair stylists will leave you ready to walk the red carpet,” he says.

“People are buying experiences rather than things, and health and longevity are becoming important.”

THE SIGNATURE TREATMENT

The spa’s most popular treatment is the Thai Muscle Recovery (80 minutes, $257). “It is an ancient therapy dating back to the XIV century, once reserved for royalty and Thai warriors returning from battle, to release tension and melt aches and pains away,” says Marrero.

Traditional Thai poultices filled with healing herbs and soaked in warm oil are used to massage and soothe pain and relieve tension. The therapist uses a combination of pressure points, and Thai Massage stretches in a customized massage to boost the immune system while balancing the body energetically to induce a calm mental state.

As if the treatment itself wasn’t enough to ease the body, the massage tables are some of the world’s most luxurious GHARIENI spa tables. “You can customize your experience with your choice of color therapy. The quartz table adds the benefits of hot sand therapy, and the water mattresses on the Amphibia tables make them the most comfortable massage tables in the world,” explains Marrero.

The spa offers an array of luxurious facial and body treatments from SOTHYS, BABOR, and NATURA BISSÉ, as well as non-traditional treatments such as the Cyro Facelift, 24K Gold Face Rejuvenation, and teeth whitening.

THE CENTER FOR INTEGRATIVE MEDICINE & HOLISTIC REJUVENATION

Vladimir Turovskiy, DOM, and Holistic Therapist Elaine Kroytor CLT provide âme Spa & Wellness Collective with an extensive health program through Oriental techniques and European traditions. Guests can achieve optimal health through nutritional programs and several other integrative medical solutions, such as Advanced Acupuncture, Bio-Puncture, and Clinical Hypnotherapy. These services offer solutions for pain, weight loss, stress relief, and smoking.

MARKETING

When it comes to marketing, the spa focuses on two different consumers. Paid advertising efforts are directed towards the spa’s local audience by showcasing compelling offers that set it apart from its competition. All communication channels, including email, newsletters, and digital boards, are directed to in-house guests to showcase every offering and experience, from fitness promotions to the latest treatments. Despite marketing efforts, a memorable experience and result-driven services are what keep guests coming back. “I focus on creating experiences. People are buying experiences rather than things, and health and longevity are becoming more important,” says Marrero.

TRAINING

Every employee at âme Spa & Wellness Collective is hand-selected by Spa Director Kadir Marrero and the hiring team. “We look for people that are authentic, cultured, and have the drive to create lasting memories for our guests,” says Marrero. Training for service providers consists of standard operating procedures, service protocols, and product knowledge. This includes the benefits and contraindications of every service on the menu.

Before working with their first guest, service providers must pass a test with a lead therapist. “This is the only way to create expertise and to deliver highly personalized experiences,” says Marrero. Each employee has a yearly evaluation discussing their achievements, progression, and goals for the coming year. “I listen to them. They have the answers we are desperately looking for,” he says.

SPECIAL EVENTS AND PROMOTION

There is always something to celebrate at the âme Spa & Wellness Collective. The spa is hosts unique offerings to appeal to guests and locals, whether it be celebrating the Holidays, National Healthy Skin Month, or honoring veterans. Fitness is taken to a whole other level with a night of sweat and socials held at 6:30 pm every fourth Wednesday of the month. Starting off with a 3-mile run, the night ends with complimentary drinks, wellness shots, cookies, and surfing on the Tidal Cove’s FlowRider, a fun, water attraction at the JW Marriot.

REVENUE AND RETAIL

âme Spa & Wellness Collective partners with DR BABOR AND SOTHYS, both international skincare lines headquartered in South Florida. “Having their training center in Miami allows my team to have incredible support and training,” he says. Spa therapists are trained to understand each product’s benefits to encourage guests to use them at home. These products are also used in several treatments so guests can experience them for themselves. The spa also creates initiatives like “Gift with the purchase of a service” to promote the products further.