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 954-475-1246 today and become a part of an organization that delivers just that.
Code Of Ethics
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.
The FSA Team
Ilana Moses | FSA Founder & CEO
Founder, Florida Spa Association, LLC
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.
Advisory Board Members
Charlotte Prescott – President
Director of Spa & Fitness, Biltmore Hotel
Charlotte is the 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 Higgs | Advisory Board 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 Vice-Chair of the FSA Advisory Board.
Suzanne Holbrook | FSA Senior Advisor to the Board
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.
Jill Barron | FSA Advisory Board
Spa and Salon Director, Ocean Reef Club & Spa
Recently appointed to the FSA Board, 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.
Mitchell Berkman | FSA Events Committee Chair
Director of Spa & Wellness Operations, Porto Vita
Mitchell Berkman is a Los Angeles native who has called Miami his home since 2002. He is the Director of Spa & Wellness Operations at Porto Vita, a private residential community in Aventura, Florida. Previous achievements include opening Turnberry Ocean Colony & the Spa at The Standard, Miami. His philosophy is, “Be sincere, successful, & make it fun.”
Prior to calling Florida his home, he traveled to more than 55 countries working with the Golden Door’s Spa at Sea, Rancho la Puerta, and the Aerobics & Fitness Association of America (AFAA). Mitchell moved to Italy fresh out of high school where he taught aerobics, co-starred in a TV fitness show, won a Media Arts Award, and ate fantastic food.
He is an AFAA certified personal trainer, aerobics instructor, and teaches yoga and mat Pilates. At age 37, Mitchell earned his B.S. degree in Organizational Management in the year 2000. He speaks Italian, Spanish, and French, and enjoys writing and performing as a SAG-AFTRA voice actor when the opportunities arise. Helping others maximize their potential is his passion and life focus.
Katrina Kalkowski I FSA Events Committee Co-Chair
Director of Spa – The Setai Hotel Miami
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!”
Malory Garcia I FSA Membership Committee Member
Assistant Spa Director – Ocean Reef Resort & Spa, Key Largo
Malory is the Salon and Spa Manager with the Ocean Reef Club in Key Largo for nearly 4 years managing daily operations for their 11, 000 square foot private and exclusive members only community and club in the Florida Keys. Being associated within the spa industry for over 11 years, Malory worked at PGA National Resort and Spa as Spa Sales Manager for nearly 2 years before joining Ocean Reef Club. She held several positions in the hospitality industry dating back to 2007 where she was a Professional Training and Coaching Spa Consultant at the Breakers in Palm Beach. Malory holds a Bachelors Degree from Florida International University in Hospitality Management and an Associate’s Degree at Johnson and Wales University in Culinary Arts. Malory has recently become an FSA Committee Member overseeing Membership. Malory is known for her talent and compassion as a spa leader and has earned the admiration from Ocean Reef Club members and her spa peers .
Elizabeth (Liz) Correa I FSA Events Committee Member
Spa Supervisor – Relâche Spa at the Gaylord Palms, Orlando
Liz, Spa Supervisor at the Gaylord Palms Spa in Orlando, has recently come on board the FSA Events Committee. Liz has over 10 years of experience in the hospitality industry with a degree in Hospitality Management. She began her career with Marriott in 2013 joining the food and beverage team and soon after, the front office team helping train their new members. In 2014 she enrolled in Aesthetics school and became a Medical Aesthetician. Shortly after, Liz took on a new role at The Ritz-Carlton Spa, Orlando Grande Lakes where she assisted the Leadership and Spa team members in different areas of the Spa. However her main role was Spa Coordinator/Concierge. Liz was the recipient of “The Ritz-Carlton 5 Star Award” in 2016. Liz was also part of the Aesthetics team at Advanced Dermatology and Cosmetic Surgery, one of the largest dermatology practices in the country. In 2018 Liz became a Therapist Supervisor at Relâche Spa leading a group of 22 spa therapists. For Liz, living a balanced life is very important. She enjoys traveling, visiting new Spas and learning about new cultures.