Earlier this year, a new study, "Spa Management Workforce & Education: Addressing Market Gaps" was released at the Global Spa and Wellness Summit (GSWS). It brought to light the difficulties the industry faces in hiring qualified spa managers and directors. While delving deeper into the topic for an upcoming story, I was struck by the far-reaching implications this issue could have to the growth of the industry. It also got me thinking about some of the other challenges the industry faces, such as being seen merely as a luxury. Fortunately, that impression seems to be changing for the better, as more people realize the health and wellness benefits that spas provide. There is also the issue of differentiation and how spas can go about setting themselves apart from the competition. What are some of the greatest challenges your spa faces?