MISSION, VISION & VALUES
Florida Spa Association network of spa professionals is unified by the desire to promote Florida as the finest destination for wellness and beauty experiences in the country.
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 educational wellness series featured not only on our website but also promoted on our social media platforms as well as shared within special events.
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, call (561) 413-5843 today and become a part of an organization that delivers just that. 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.
- Guided in all activities by truth, accuracy, fairness and integrity.
- Member pledges loyalty to the Association and agrees to pursue and support its objectives.
- Member pledges to keep informed on the latest techniques, developments and knowledge pertinent to professional improvement.
- Member will help fellow members reach personal and professional fulfillment.
- Member will utilize every opportunity to enhance the public image of the spa industry.
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 Moses | FSA Founder & CEO, Global Wellness Day Ambassador
Founder, Florida Spa Association, LLC
With over 30 years of past award-winning sales experience and success in building business
Ilana began her career in New York City working with department stores and affiliated corporate buying
groups. After moving to Florida Ilana formed IM Beauty Sales in 2001 and established herself within the
Florida Spa Industry, pioneering skincare companies such as Dr. Dennis Gross Skincare, which she built into a renowned brand while developing lasting relationships with Spa Leaders representing skincare and luxury spa brands. Founder of the Florida Spa & Wellness Association, Ilana created the FSA in 2008 in
an effort to support and promote the Florida Spa Market, uniting spa and industry professionals by offering unique networking experiences, education, access to new products and services, and employment
opportunities for resorts and spas throughout Florida to help build a thriving Spa Community. Also
a Global Wellness Day Ambassador since 2015, dedicated to promoting wellness in the spa
space, her vision for the FSA has resulted in a flourishing model for Spa and Wellness organizations nationwide with continued growth throughout Florida. Today the FSA is known for its successful events and as a top platform for building long lasting relationships.
Charlotte Prescott – President
Director of Spa & Fitness, Fisher Island Club
Charlotte is the Director of Spa & Fitness at the prestigious Fisher Island Club in Miami. Prior to this
Charlotte was Director of Spa & Retail at the renowned Biltmore Hotel & Spa in Coral Gables for 6 years. In 2008 she joined Canyon Ranch Hotel & Spa 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 Higgs | Board of Directors Chair
Director of Spa & Wellness, Auberge Beach Residences & Spa
Linda is the Director of Spa & Wellness at the new Auberge Beach Residences & Spa in Fort Lauderdale. Prior to this, Linda was with Shula’s Hotel for 21 years. Linda was the Spa Director running a highly successful day spa since 2008 and formerly as 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 handled promotions, events and social marketing for the Spa at Shula’s. As a board member of the Florida Spa Association for the past 3 years, Linda continues on as Board of Directors Chair of the FSA Advisory Board.
Suzanne Holbrook | FSA Senior Board of Directors
Senior Director of Spa Operations for the Americas – Marriott International and Starwood
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.
Damien Craft | FSA Board of Directors
Executive Director of Spa & Wellness, Amrit Ocean Resort & Residences
Damien is the Executive Director of Spa & Wellness at the Amrit Resort & Residences. With over 25 years of spa experience, Craft has held senior management positions at such resorts as Bacara Resort & Spa, Chumash Casino Resort, Grand Wailea Resort, La Quinta Resort & Club and PGA West, Sawgrass Marriott, Four Seasons Senior Director of the Americas, Ritz-Carlton and General Manager of Canyon Ranch Woodside. Most recently Craft has joined on as Executive Director of Wellness and Spa at the brand new Amrit Ocean Resort and Residences that is slated to open in early 2023.
Jill Barron | FSA Board of Directors
Spa and Salon Director, Ocean Reef Club & Spa
Jill is the Spa Director for Ocean Reef Club in Key Largo. Jill has been in the Spa and Wellness industry in a variety of roles for more than 18 years. Jill began her career as a makeup artist. After completing 1000 hours for her esthetic license at the International School of Skin Care in Atlanta, Jill worked as Spa and Marketing Director for a top Cosmetic Dermatology practice in Atlanta for over 10 years. Jill made a career change when she joined award winning Miraval in Tucson Arizona, as Assistant Spa Director and then promoted to Spa Director. Her next move was to the Big Island of Hawaii to join “The Spa Without Walls” at Fairmont Orchid as Spa and Fitness Director where she worked for 2 years. In September 2017 Jill took on the role of Spa Director at Ocean Reef Club in Key Largo, an exclusive private club, where she takes pride in serving her members.
Catherine Warren | FSA Board of Directors
Vice President of Training at WTS International, Inc.
Catherine, the VP of Training at WTS International for 2 ½ years has been a member of the WTS family for over 11 years. An industry veteran, Catherine boasts a number of high-profile positions, including vice president of health and wellness at Carillon Miami Wellness Resort, IBS spa software consultant in Richmond, VA, medical spa director and assistant athletic director at the Atlanta Athletic Club, and on-board spa manager with Steiner Leisure in the Hawaiian Islands. In 2016, Catherine received the WTS Manager of the Year award as spa director at Eau Spa Palm Beach, formerly The Ritz-Carlton, Palm Beach. Under her director, Eau Spa received the Forbes Five-Star rating three years in a row, making it one of 60 spas to have received that honor.
Trina Jefferson I Board of Directors
VP of Spa & Wellness – Opal Spas – Opal Collection
Trina is the Vice President of Spa & Wellness for Opal Spas – the Opal Collection, a group of luxury resorts managed by Ocean Properties Hotels Resorts & Affiliates. Trina oversees the operations and advancement of the Opal Properties in Florida and the US. Each unique spa destination specializes in treatments and wellness programs that reflect the natural beauty and botanicals of its surrounding. Prior to this position, Trina was the Global Director of Spa Development for Kerstin Florian, for nearly 24 years. A creative and innovative wellness industry expert, she specialized in spa development, holistic health, beauty and lifestyle, and sustainability. As a Global Director of Spa Development, Trina oversaw all aspects of treatment and service innovation; education and training; and sales, merchandising and operational
Katrina Kalkowski I FSA Social Media & Creative Content Committee Chair
District Manager of South Florida at The NOW
Katrina has been in the hospitality industry for over 6 years starting as a hostess and working her way up the ranks from Spa Concierge, to Spa Manager and then Director of Spa and Wellness and is currently the Director of Spa Operations for The Setai Hotel in Miami. Katrina was affiliated with NFC Amenity Management for 2½ years, directing and managing properties such as SLS Lux Brickell, IconBrickell, and JW Marriott Marquis Miami. She also worked as Spa Manager for over a year at the Ritz-Carlton, Coconut Grove. Katrina is a successful hands-on spa leader with over-all direction and day-to-day oversight of spa, fitness and wellness. Katrina served as Administrator for the Florida Spa Association for 2 years and continues her relationship with the FSA as Co-Chair for the Events Committee, assisting with membership, events and education. Katrina graduated from Miami Dade College with an Associate’s Degree in Pre-Law Studies and also worked as a Volunteer Clinical Researcher at the University of Miami, Miller School of Medicine. Katrina is dedicated to the spa and wellness community and believes in looking to explore new opportunities to learn innovative concepts and ways of managing spas. “I am always up for a new challenge!”
Ashley Spurlock I FSA Regulatory Committee Chair
Director of Spa & Fitness – Heavenly Spa at the Westin Fort Lauderdale Beach Resort.
Ashley is the Director of Spa and Fitness for Heavenly Spa at the Westin Fort Lauderdale Beach Resort, where she has worked since 2016. Prior to joining the resort, she held positions as group sales manager with PGA National, national sales manager for Sun Coast Salts and opening spa director for Spa Evangeline at the Epicurean Hotel in Tampa. Prior to moving to Florida in 2013, Ashley began her spa career in Arkansas, where she served as business development manager for a medical spa and later spent five years as spa director for Spa Botanica at Embassy Suites, the region’s only hotel with a spa! Ashley holds a bachelor’s degree in broadcast journalism, and spent her early career years working in television news as well as non-profit fundraising, PR and event planning. Her career passions are marketing, sales and retail buying. Her ultimate passion is spending time with her 14-year-old son Grayson who lives with his Dad in Arkansas.
Albert Jimenez I FSA Committee Member & Allied Vendor Partner (AVP) Liaison
Spa Supervisor & Lead Therapist, Checca Lodge Resort
Albert, born and raised in Tucson, AZ has been a licensed massage therapist for almost 14 years. He began his massage career training in injury management and rehabilitation, working with athletes at the University of Arizona. He is certified in medical massage and passionate about healing and wellness. Albert joined two of the top destination resorts and spas in the world, Canyon Ranch and Miraval, both pioneers in the industry, offering world class unique and integrative approaches to wellness which inspired Albert to be creative with guest experiences. In 2016, Albert relocated to the Big Island of Hawaii, and worked as a Massage Therapist at Mauna Lani Auberge Resort, and accepted a position as Spa Manager for Hawaiian Rainforest Spas. Albert now lives in Key Largo, with his fiancée Jill and their dog Koa. He is the Spa Supervisor and Lead Therapist at Checca Lodge Resort, one of the top spas in the Florida Keys.