Magali Marco

Consulting services for spa creation and management

ABOUT - MAGALI MARCO

By your side with more than 20 years of experience in the beauty and wellness industry

Discover Magali’s full bio

Your spa will distinguish
your brand

and increase profitability

A resilient and growing

INDUSTRY

The wellness industry has gone through major changes. Even though a spa is now part of every premium hotel offering, creating and effectively integrating one into the facility’s business model remain strategic challenges.

Customer expectations have also evolved: More connected, better informed and highly aware of the importance of overall well-being, customers are attracted to holistic, experiential services.

In light of our expertise, working with us will enable you to best respond to these changing aspirations.

Innovative and integrated

concepts

Customized support

FOR ALL TYPES OF PROJECTS

BOBYZ is the ideal business partner for any project owner who wishes to develop or optimize their wellness offer:

Comprehensive services

MULTIDISCIPLINARY

Before their opening, we ensure new spas have what it takes to realize their full potential while enabling existing spas to do the same.

Feasability

Recruitment and selection of the spa manager and spa therapists: writing job descriptions, searching for candidates, conducting interviews
Search for cosmetics partners and a spa operator
Contact with specialized industry suppliers to identify the equipment and materials needed (e.g., linens, devices and accessories, staff uniforms, etc.)
Coordination with cosmetics partners to schedule and deliver staff trainings
A detailed marketing and communications plan proposed for the opening

Concept and programming

Concept proposal and storytelling in line with the core values of the site and its competitive environment
Definition of the wellness offer: number of treatment rooms, types of treatment and equipment, floor space optimization, including the flow between spaces
Introductions to and coordination with specialist architects to draw up the plans

Pre-opening support

Recruitment and selection of the spa manager and spa therapists: writing job descriptions, searching for candidates, conducting interviews
Search for cosmetics partners and a spa operator
Contact with specialized industry suppliers to identify the equipment and materials needed (e.g., linens, devices and accessories, staff uniforms, etc.)
Coordination with cosmetics partners to schedule and deliver staff trainings
A detailed marketing and communications plan proposed for the opening

360° audit

On-site audit and interviews with the staff for a comprehensive evaluation of the various components of the spa:

Zoning, flow between spaces and customer experience
Equipment functionality and maintenance
Brand identity, signage and merchandising
Partnerships with cosmetics brands
HR: organizational chart, management and training
Available treatment options, concept and storytelling
Marketing and communications plan, public relations
Spa treatments and customer service
KPIs and monitoring of performance dashboards.

Detailed report presenting the current situation and strategic recommendations to improve the spa’s performance and image.

Holding a master’s degree in marketing and brand strategy from CELSA, Paris-Sorbonne University, Magali Marco began her career at Clarins in the International Spa department. She supervised and ran the existing spa network, opened new Clarins-branded flagship spas and implemented exclusive partnerships with premium hotel brands.

She moved to L’OCCITANE en Provence in 2010 to supervise the development and management of their spa activity in Europe and the Middle East, which included direct responsibility for the Paris flagship spa.

In 2014, she started working with Deep Nature, a leading spa management company, as international project manager.

Since 2017, and the launch of her own advisory structure, BOBYZ, Magali has worked as a consultant advising hoteliers and project owners on the feasibility, creation, planning, positioning, management and optimization of their wellness spaces.

With more than 20 years of experience in this field both in France and abroad and a deep understanding of the operational, human, financial and marketing aspects of this industry, Magali has more recently worked with two major consulting companies: Voltere by Egis (previously Horwath HTL), the leader in hotel, tourism and leisure consulting, and bbspa_Group, a wellness industry expert.