FLORIDA SPA ASSOCIATION, LLC
BOYNTON BEACH, FLORIDA

MISSION, VISION & VALUES Florida Spa Association network of spa professionals is unified by the desire to promote Florida as the We are an association built around the trust and professionalism of peers that works to contribute through education and networking in a united effort to build a successful and thriving spa industry. Embracing this mission, the Florida Spa Association follows a more progressive approach towards wellness by launching an Join the FSA and become woven into the fabric of the Florida spa community. Those who are considering an FSA membership should have an interest in bettering the experience of guests, employees, management, as well as their affiliates. This organization was not created solely for the purpose of linking merchants with vendors, nor for social interaction alone. Our mission is to improve the environment of the industry as a whole. If you believe in values-driven business and want to do more and get more out of your role in the Spa industry, Here at the Florida Spa Association we are committed to our code of ethics. Each member, as well as its board members, adheres to them in order to promote the organization in a professional manner. Our codes of ethics are as follows: Members are expected to operate using the highest standards of business and personal relationships. Member will help fellow members reach personal and professional fulfillment. The FSA and its Board of Director’s pride themselves in maintaining these professional standards and business environments. Our goal is to uphold positive experiences and environments for their guests and team members respectively. Review of any membership incidents, complaints, violations or infractions is at the sole discretion of the Board of Directors, all decisions are final. Ilana began her selling career in New York City working with major department store chains and affiliated corporate buying groups in 1984. After moving to Florida in 1999 Ilana formed her own company as an Independent Sales Representative and established herself within the Florida Spa Market, having pioneered and developed skincare brands such as MD Skincare by Dr. Dennis Gross, which she built into a highly recognized brand. As President of IM Beauty Sales, she continues to develop strong relationships with Spa Directors as a Consultant, representing skin care and luxury spa brands. Also the Founder of the Florida Spa Association, in 2008 Ilana created the FSA in effort to promote the Florida Spa Industry and unite spa and industry professionals by offering unique networking experiences and education to help build a successful and thriving Florida Spa Market. Today the FSA is known for its successful events and relationship building platform. With more than 30 years experience in the industry, Holbrook is seen as an industry leader and widely credited for her vision in moving forward The Ritz Carlton spa brand, producing outstanding financial results. As executive spa director for The Ritz-Carlton Spa in Orlando, she increased revenues by $2M in two years. At The Ritz-Carlton Reynolds Plantation Spa she orchestrated the first partnership with Medical Spa, creating the company’s first holistic and medical treatment spa. Charlotte is currently Director of Spa & Fitness at the renowned Biltmore Hotel & Spa in Coral Gables. Prior to this Charlotte joined Canyon Ranch Hotel & Spa in June, 2008, as part of the opening leadership team and where the spa was bestowed with many accolades including Best Spa by Virtuoso. Prior to joining Canyon Ranch, Charlotte was the opening Director of Spa & Fitness at Spa Chakra in the Conrad Hotel in Miami. Before entering Spa Management, Charlotte was the Vice President of Sales & Marketing for Aromatherapy Associates. Charlotte sits on the Membership Task Force for the International Spa Association, as well as serving as Chair of the Board for the Florida Spa Association. Linda entered the spa industry as Spa Director at Shula’s in 2008 and continues to run the successful day spa. Prior to this, Linda was the Director of Sales for Don Shula’s Hotel & Golf Club for nearly 10 years. Linda has put her talent for sales and marketing to work, keeping the business fresh and ever-changing with continual growth in revenue, profit, retail product sales and service offerings. Linda also handles the promotions, events and social marketing for the spa. As a board member of the Florida Spa Association for the past year, Linda will continue on as Vice-Chair of the FSA Advisory Board. Recently appointed to the FSA Board, Jenna has extensive experience in spa, fitness, health promotion, and occupational and health nursing. She brings over 15 years’ hospitality experience to her current role as Spa Director at the Ritz Carlton Sarasota. Prior to her move to the Gulf Coast in 2015, Jenna worked as Spa and Fitness Director at Canyon Ranch in Miami Beach, leading a renowned team recognized by SpaFinder, Travel and Leisure, and leading spas and hotels worldwide. She is originally from Massachusetts where she worked in Fitness at Canyon Ranch, Lenox as well as a Registered Nurse and Occupational Health and Wellness Manager for Berkshire Health Systems, located in Pittsfield, Massachusetts. She currently oversees Spa, Fitness, Salon, and Retail and was recently recognized as a 5-Star Leader award recipient. Her passion is being part of a Spa team that promotes the spa experience as a component to a healthy and balanced lifestyle and a community where preventive health, wellness, work-life balance and quality of life are core to its mission and to the guest experience. Director of Brand & Business Development for Skin Fitness Therapy Heather began her career in the spa industry in 2011 as a licensed esthetician, and since then, has rapidly garnered a stellar reputation as a tireless and enthusiastic spa professional, working to launch international marketing campaigns, educational literature, product development, and brand strategy. In her current position as Director of Brand & Business Development for Skin Fitness Therapy, a Florida-based skincare company, she collaborates with estheticians, spas, and physicians, both locally and internationally. Relocating from Los Angeles, California, this past year, where her career in spa and wellness began, she has quickly become immersed within the Florida spa-family, lending her business acumen to improve the regional spa network. During her free time, she enjoys cycling, hosting dinner/cocktail parties, and playing a competitive game of poker!