The Essential Role of the SPA Consultant. Roberto Cemin, owner of Wellness & SPA Solutions, shares the secrets and key insights behind this highly strategic expertise in the hospitality and wellness industry.
1) Dear Roberto, there’s no need for introductions—you’ve been working in the wellness industry for over 30 years, and with your team at Wellness & SPA Solutions, you’re a benchmark in the sector. So, let’s get straight to the first question. You are a SPA consultant, but this term is quite broad and can mean many different things. Can you help us clarify its meaning and, most importantly, tell us specifically what your role entails?
That’s correct! the term SPA consultant is very broad and can refer to different professionals with specific expertise. In general, a spa consultant may deal with various aspects, from strategy to design, from operational management to staff training, as well as promotion and marketing.
We primarily focus on SPA Design & Engineering, overseeing the entire process of designing, engineering, and constructing a spa. Our role begins with conceptualizing the space and defining operational flows to ensure an optimal guest experience and efficient staff management. We work closely with architects and interior designers to develop solutions that are not only aesthetically pleasing but also functional, sustainable, and aligned with the client’s vision.
Beyond design, we handle the selection of the most suitable equipment and materials, procurement management, and supervision of construction to ensure the proper installation of spa technologies. The goal is to create wellness spaces where design, technology, and well-being seamlessly integrate, providing an authentic and profitable experience for operators.
Of course, our work often complements that of other consultants, including those specializing in operations, staff training, cosmetic product selection, or marketing. It’s a team effort, where each expert contributes their knowledge and expertise.
3) Your company works with a diverse range of clients, from small independent hotels to large international chains. What are the key differences in the approach of an SPA Consultant when designing a SPA for an independent hotel compared to a hotel chain?
The approach of an SPA Consultant changes depending on the type of hotel.
In independent hotels, the consultant has more creative freedom and must develop the concept from scratch. The process begins with gathering key data, such as capacity, accessibility to external customers, location, and hotel type (business, family, leisure). Often, the hotel owner does not have structured data, so the consultant’s role is to guide them in making the best decisions.
In hotel chains, however, the process is more structured. Preliminary analyses have already been carried out, and there are precise corporate standards to follow. The size, equipment, and services are already defined, and every aspect is regulated, even the pool depth or the water temperature. Moreover, the decision-making process involves multiple approval levels, and the guest experience must be consistent across every hotel in the chain.
Working with independent hotels offers more freedom but also more challenges, while with chains, the process is more linear and predictable. However, experiences in both contexts complement each other: the creativity developed with independents helps find original solutions in the more rigid contexts of chains, while the structured method of chains makes projects for independent hotels more efficient.
4) What are the main challenges you face when designing SPAs? Are there common mistakes that can impact the functionality and overall success of a wellness facility?
Designing a SPA presents various challenges, many of which arise from the failure to integrate aesthetics, functionality, and operational sustainability. One of the most common mistakes is viewing the SPA merely as an aesthetically pleasing space, without considering the technical and operational aspects. A SPA should not only be beautiful but, above all, functional and efficient.
A major issue lies in managing paths and flows: when spaces are not properly organized, it leads to discomfort for both guests and staff. Poor layout can result in confusing pathways or inadequate technical spaces for maintenance.
Another critical aspect is the selection of materials. In a SPA, the constant exposure to humidity, heat, and chemicals requires the use of specific, durable, and easy-to-maintain surfaces. Often, visually stunning materials are chosen that are unsuitable for the environment, quickly deteriorating or leading to costly maintenance.
The technological systems are equally important, as they must ensure an optimal wellness experience while avoiding energy waste. For instance, a poorly designed HVAC system can create condensation and mold, while an inadequate water treatment system can compromise the hygiene of pools and tubs.
Lastly, a successful SPA must be sustainable not just environmentally, but economically as well. Large investments are often made in the construction phase, without considering long-term operating costs. Energy consumption and maintenance must be factored into the early stages of the design process to ensure the SPA does not become a financial burden on the facility.
Our role is precisely to anticipate and prevent these challenges.
5) Throughout your many years of experience, you’ve worked on numerous projects. Which ones stand out as particularly memorable or have brought you the greatest satisfaction in terms of their completion?
I don’t want to sound predictable, but every project I’ve been involved in has left a lasting impression. Transforming architects’ ideas into reality is always an exciting experience, a challenge that reinvents itself with each new project. Some of the works that stand out in my mind are those completed under Wellness & SPA Solutions, and in the past, with my previous company, “Happy Sauna.” Among them, the Golden Mile, a 4,500 sqm Urban SPA in the heart of Moscow, designed by the D73 studio. We also collaborated with them on the BFit in Legnano and the SPA at Hotel Torretta in Passo del Tonale, Italy.
Together with Arch. Cuzzolin of A70, we designed the SPA at Hotel Zodiaco in Abano Terme and the Moving in Lissone. With Arch. Silvia Giannini, we were responsible for the SPA at Hotel Lafodia in Croatia. More recently, we were part of the team designing the two SPAs at Grotta Giusti in Tuscany, based on the concept design by Richmond International, and the SPA at St. Regis Riyadh, designed by Kristina Zanic. We’re also currently developing numerous projects in the Middle East, some in collaboration with M+N Architecture.
There are also the naval projects, which hold a special place in my heart: we’ve managed 24 of them, many in partnership with our sister company, Easytech System. SPAs on ships are among the most fascinating challenges, as they require innovative solutions to maximize limited space, minimize weight, and adhere to strict safety regulations.
Each project tells a story of teamwork, research, and innovation. And looking to the future, I know the upcoming projects will bring fresh challenges and equally rewarding experiences.
6) One final question: what emerging trends do you believe are shaping the future of the wellness industry?
In recent years, we have seen a growing focus on holistic wellness. Spas are no longer just places for relaxation, but true centers for preventive health. In my opinion, this is the most important and steadily growing trend.
I also notice an increasing interest in biophilia, cold therapy, multisensory experiences, and treatments based on integrative medicine. Digitalization is also having a strong impact, with the introduction of technologies for service personalization and wellness monitoring.
Thank you, Roberto. It has been a true pleasure to hear about your experience and vision, which enrich our journey and that of the entire Wellness industry.
Team Aquaform
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