Meet Cherie Rodriguez, director of spa and retail at Spa Montage at Montage Laguna Beach (CA), who has more than 25 years of experience in the spa and hospitality industry.
What was the path that led you into the spa industry?
My path began early with a family friend who was a podiatrist and reflexologist. I was fascinated with learning reflexology from him and by the time I was 8 years old was giving everyone foot treatments in our living room. When I grew up and found out I could be a massage therapist, my fate in wellness was sealed. I was instantly drawn to the luxury wellness space, where service goes beyond relaxation to truly impact how someone feels—physically and emotionally.
What are the most challenging and rewarding parts of being in the spa industry?
The most challenging aspect is maintaining consistently exceptional service in a dynamic, ultra-luxury, and high-volume environment. The most rewarding is seeing the tangible impact we have on our guests—whether it’s restoring balance, creating a moment of escape, or exceeding expectations in a way that feels personal and memorable.
What is your proudest accomplishment?
My proudest accomplishment is developing strong, service-driven teams and cultivating a culture where both associates and guests feel genuinely cared for.
What has surprised you most about working in the spa industry?
How deeply personal each guest experience is, and how much trust our guests place in us. That core responsibility continues to shape how I lead and make decisions every day.
Where do you think the industry is heading?
The industry is evolving toward highly personalized, results-driven experiences that integrate wellness, technology, and lifestyle. Our guests are seeking more intentional and holistic offerings that extend beyond the treatment room.
What’s your favorite skincare ingredient?
Hyaluronic acid for its ability to deeply hydrate and support a healthy, radiant complexion across all skin types. But I also love my vitamin C and peptides!
What positions have you worked in that you feel have been most influential to your career?
Early roles in home healthcare instilled presence, compassion, genuine care, and attention to detail. Retail in a salon and boutique taught me to listen and recommend services and products that supported goals in looking and feeling good every day. Genuinely listening, anticipating needs and the power of genuine connection was highly influential for me as I then began my career in massage therapy.
Was there a time you had to make a decision in your career that ended up changing your destiny?
Choosing to transition away from the treatment room and fully into spa leadership was a defining moment. It required stepping into a more strategic role while staying grounded in service. I approached it by trusting my experience, seeking mentorship, and remaining focused on long-term growth and support of my team.
If you could work in any other profession in the world, what would you be?
I would still choose a path centered on wellbeing—likely in a broader wellness or lifestyle space—where I could continue helping people feel their best.
How would you sum up your personal philosophy?
Lead with intention, act with integrity, and always prioritize people.
How do you like to spend your time away from work?
I enjoy spending time with my husband, my three dogs, extended family, and friends. Experiencing new coffee shops or restaurants that do gluten-free well. Being outdoors—especially gardening and staying balanced and inspired.
What are your three greatest priorities in life?
Family, health, and personal growth.
What’s the best advice you’ve received?
Focus on consistency over perfection—small, intentional actions over time create lasting impact. And stay curious!