Spa Week founder Cheryl Reid of Spa Week Media Group, LTD. shares her journey in building a national spa & wellness brand in a constantly evolving industry.


Living in New York is not always as easy or glamorous as it sounds. I guess that's why they say, "if you can make it here, you can make it anywhere." While the constant hustle and bustle of our metropolis can be exciting, some days a one mile commute can take 45 minutes. Everyone in New York moves in a hurried, frenzied, impersonal manner -- one that is both stressful and draining. One evening I began brainstorming how to create an event that would educate exhausted New Yorkers about the benefits of the spa & wellness lifestyle while offering them an affordable way to experience it. I also needed to figure out a cost-effective way to drive this new clientele into the day spa market. With these components recognized, the light bulb went off, and the Spa Week Brand was born.

About Spa Week - the Spa & Wellness Leader

The Spa Week concept was born on a rainy spring morning in 2004. The goal was simple: bring the spa & wellness experience to the masses by offering full service treatments, normally costing hundreds of dollars, for just $50 dollars each. No longer would a trip to the spa be considered an indulgence and something relegated to the wealthy few. Spa Week was the vehicle that was destined to change an industry and make a spa visit part an affordable healthy lifestyle.

After months of research and organization, Spa Week was officially launched in October 2004. The beginning was humble at best with a mere 25 spas participating in the New York area. Never once during those long months of planning did I ever dream that the Spa Week franchise would be embraced the way it has. The response was both overwhelming and instantaneous—Spa Week became an instant cultural phenomenon.

To celebrate the first Spa Week we held a Media kick-off party. The next morning, as I unlocked the door to my office, the phones started ringing off the hook and I was subsequently flooded with calls and e-mails from spa & wellness facilities across the City asking how they could become involved. Since that first event in 2004, Spa Week has grown into a trusted National Brand. Each year thousands of spas participate all across the country. The resulting success has propelled it to become the largest spa & wellness marketing event in the history of the spa industry. No longer an indulgence, Spa Week has become the vehicle that allows all demographics the ability to make the spa experience a normal part of a healthier lifestyle. My recipe for success was simple: combine a great idea, unrivalled customer service, a dedicated staff and a firm belief that as a group, we could truly make a difference in the lives of millions of people. Combine this with my stubborn resolve to not allow failure to be an option, the future of an industry was within my grasp.

The Future is Now

With the success of the Spa Week Event firmly in place, we embarked on the next part of our journey - to turn Spa Week into a true lifestyle brand. Years of hard work have allowed Spa to morph into a 365 day-a-year resource for everything wellness. Over the years, visitors have come to enjoy innovative content in Travel, Health and Wellness, as well as countless life-changing sweepstakes and promotions.

2012 heralded the largest growth initiative in the Company's history with the launch of our Inter-National Spa & Wellness Retail Gift Card Program. The Spa & Wellness Gift Card by Spa Week is now available in over 60,000 retail locations nationwide through top Retailers such as Target, CVS, Wal-Mart, Sam's Club and Rite Aid and dozens more.

Today, millions of consumers trust and rely upon Spa as their go-to resource for everything wellness. The ensuing years will see exciting new industry-shaping partnerships with many of the world's top brands. Born at its inception, the Spa Week brand remains faithful to its core mission of delivering "affordable wellness to the masses".

Cheryl Reid, Founder