An industry leader in water and hydrotherapy experiences, Kohler Waters Spa (multiple locations) provides guests with the latest hydrotherapy treatments and results-orientated face and body services. The flagship location opened in Kohler, WI, in 2000, and since then, the company has opened locations in Burr Ridge, IL; at the Old Course Hotel, Golf Resort & Spa in St Andrews, Scotland; at Lodge Kohler in Green Bay, WI; and in Lincoln Park in Chicago. Here, Nikki Miller, director of Kohler Waters Spas, shares how Kohler Waters Spas have succeeded in helping guests immerse themselves in healing with a focus on water—hearing it, feeling it, touching it, and enjoying it in services.
TO WHAT DO YOU ATTRIBUTE THE SPA’S SUCCESS? We are able to leverage expertise from Kohler Co. to incorporate its bathing and showering product innovations into each water-led hydrotherapy service, which in turn, makes the service unique and custom-fit to each guest. Our teams consistently collaborate with product engineers at Kohler Co. to integrate our deep knowledge of water and high-performing product technology and create results-driven treatments for our guests.
WHAT MAKES THE SPA STAND OUT FROM THE COMPETITION? Our flagship spa location is the only Forbes FiveStar-rated spa in Wisconsin, and guests return for the gracious hospitality and wellness-led, innovative treatments we offer. As a global leader in plumbing products, Kohler Co. provides industry-leading expertise and innovative water-based treatments that cover a range of relaxing spa experiences. Exclusive to Kohler Co., the Kohler Custom Vichy Shower is utilized in several of our renowned hydrotherapy treatments to give guests an unmatched wellness experience. During each hydrotherapy treatment, heat is used to quiet and soothe the body and slow down the activity of internal organs. Cold is used to stimulate and invigorate, increasing internal activity within the body. Guests seek out Kohler Waters Spas for treatments like the Healing Waters, which invigorates the senses with lymphatic drainage techniques and natural exfoliation, and the Tranquil Tides, which uses espresso body mud to brighten the skin and remove impurities, all while the Vichy shower rinses and warms the muscles.
WHAT HAVE BEEN THE BIGGEST CHALLENGES IN GROWING THE SPA? We are currently seeing a challenge when it comes to hiring team members that fit our high expectations. We are struggling nationally as an industry regarding the available pool of massage therapists, estheticians, nail technicians, and cosmetologists. We are finding that cosmetology schools are seeing low enrollment but we continue to work closely with schools to better understand enrollment and available opportunities.
WHAT PROMPTED ANY RECENT RENOVATIONS AND WHAT DID IT INVOLVE? To respond to the growing desire for wellness-oriented experiences throughout Chicagoland, our spa in Burr Ridge, IL, completed a redesign and expansion in September 2021, adding 3,000 square feet and seven new treatment rooms for a new total of 21, as well as a Mediterranean-style cafe and the latest evolution of the Kohler Custom Vichy Shower. The new shower is suspended from the ceiling, allowing the therapist more flexibility to move around the massage table. It features an improved horizontal arm of water that houses six showerheads and includes chromotherapy with the introduction of red LED light therapy to improve the skin’s health and aid cell repair. Updated treatment rooms are outfitted with the latest plumbing products and showcase digital television technology, offering a digital showering system for guests to immerse themselves in the healing powers of water throughout their visit.
HOW DO YOU ATTRACT NEW AND REPEAT CLIENTS AND ENCOURAGE THEM TO VISIT? We understand the importance of customized treatments and personal touches in the wellness world and are passionate about creating tailored treatments to fit each guest’s needs. We notice that guests continue to come back for treatments like the Uniquely Yours Facial and Massage, in which the therapist works with the client to select the components that are right for their skin and body. Before each service, the therapist will spend a few moments exploring options and designing each custom treatment. We’re also happy to offer guests access to our waterled amenities with each visit. Guests can relax and activate all five senses in the spa’s relaxation pools, plunge pools, saunas, and steam rooms to prepare for their treatment. Opened in 2019, Kohler Waters Spa at Lincoln Park offers a relaxation lounge and private outdoor terrace and features a full-service salon offering hair, makeup, waxing, and eyelash extensions.
HOW DO YOU KEEP YOUR STAFF SELLING? Our spa portfolio has been defined by gracious hospitality since its start, and our staff is motivated to deliver this five-star service and offer guests innovative wellbeing experiences. The team stays motivated to sell in the sense that they are not selling, but rather recommending rituals and experiences that guests can take with them to continue their self-care at home. Our intention in selling is to create and recommend items for the guest that will touch them emotionally and bring back similar memories they had at the spa in the comfort of their homes.
HOW DO YOU KEEP THE TREATMENT MENU FRESH AND RELEVANT? A big part of keeping the treatment menu fresh and relevant is collaboration with our team and also with guests—our associates come together to review all of our services, discuss what guests are asking for, and how they are responding to the treatments that we’re providing. We also refresh our menu to reflect global spa and wellness trends. Recent additions include CBD-infused and holistic treatment methods like shirodhara, heightened personalization, a focus on mindfulness and meditation, and an increased use of technology.
WHAT ARE YOUR PLANS FOR THE FUTURE? We’ve had the opportunity over the past year to reflect on our business model and dive further into wellness trends. We’re looking forward to continuing to implement our five-star service at each of our locations and will continue to evolve and refresh our treatment menu to reflect the latest consumer desires.
HOW DO YOU USE DIGITAL MARKETING AND SOCIAL MEDIA TO BOOST BUSINESS? We utilize social media, including Instagram and Facebook channels, to maintain top-of-mind awareness, engage with our community, and reach new audiences.
WHAT HAVE YOU LEARNED ABOUT RUNNING A SPA BUSINESS FROM THE COVID-19 PANDEMIC? We’ve learned the importance of being flexible and easily adapting to shifts in business. We saw that while many consumers became hesitant to experience one-on-one wellness treatments given pandemic restrictions, there was still a desire to prioritize their wellbeing and human connection. Our clients were excited to return to the spa and our team of associates were confident that the services we offered would cater to the guest’s needs.