Author, consultant, spa cheerleader, and coach Patti Biro has more than 20 years in the spa and wellness industry. She is a faculty member for the University of California-Irvine Certificate Program in Spa Management and serves as the director of education for the Spa Industry Association. From day spas to resorts, hotels to medical spas, hospitals, non-profits, and wellness centers have been the target of Patti’s endless energy and insight into creating memorable spa experiences. She is a frequent contributor to trade journals in the gift, spa, and resort industries. Patti is the owner of Patti Biro and Associates – a boutique consulting firm located in Texas. Learn more at www.pattibiro.com.