In this edition of Wellness Wisdom, Spa Life International speaks with Joanne Berry, global wellness educator and founder of the Wellness Education Hub.
With more than three decades in the spa and wellness industry, Joanne explores the trends shaping the future of wellness—from the rise of sauna culture and community experiences to the growing role of touchless therapies, staff wellbeing, and evidence based self care.
SPA LIFE: What trends would you personally most (or least) like to see gaining momentum in 2026 and beyond, and why?
JOANNE: "One trend I would love to see continue its momentum is the rise of sauna culture as a lifestyle.
New builds are increasingly making space for larger saunas that allow for rituals such as Aufguss, alongside contrast therapy experiences.
Sauna is being reimagined not just as a wellness practice, but as a community based experience.
From sports teams using saunas for recovery, to young adults seeking an alternative to pub culture, these spaces offer opportunities to socialise, listen to music, take a break from technology, and engage in evidence based wellness practices that support both physical and mental health.
Sauna culture is being reimagined as community wellness, not just a personal ritual.”
These shared experiences create collective regulation, connection, and wellbeing—an area I see as having strong growth potential within the global wellness space.
I'm also a huge advocate for wellness retreats and curated programmes that support personal wellbeing. These experiences facilitate growth, self care, and a meaningful reset, allowing the best version of yourself to emerge.
SPA LIFE: What are the most challenging operational issues you find in your field, and how do you address these issues to improve efficiency without compromising quality?
JOANNE: "As an educator working globally, one of the most pressing issues I see is staff fatigue and burnout, particularly within large corporate and resort environments.
Staff fatigue and burnout remain some of the industry’s greatest challenges
During my training sessions, I address this directly by introducing practical wellness tools, including meditation, breathwork exercises, and structured conversations around self care.
I also encourage as much time in nature as possible. Caring for those who deliver care is essential—without this, operational excellence is difficult to sustain.
SPA LIFE: How do you see digital tools and technologies impacting spa operations, customer service and client engagement?
JOANNE: "Coming from the hands on side of the business, I see technology as a valuable support to the treatment experience—particularly through the rise of Touchless Wellness.
Touchless technologies can enhance, or “supercharge”, treatments before, during, or after hands on therapies.
Modalities such as PEMF, light therapy, halotherapy, and lymphatic drainage aids can play an important role in supporting wellbeing.
Touchless wellness technologies can supercharge the treatment experience.”
The Touchless Wellness Association is an excellent resource for understanding the technologies available today and how they can be integrated thoughtfully into spa offerings.
SPA LIFE: What misconceptions do you commonly see among spa goers, and what advice would you offer newcomers?
JOANNE:" One of the most common misconceptions is that spa services are purely indulgent or reserved for special occasions.
Spa services are not indulgences — they are essential for living well, for longer.”
When treatments are delivered by a caregiver who truly embodies their craft as a therapist or healer, human touch is designed to regulate the nervous system, support physical recovery, and contribute to longevity.
For anyone new to the spa experience, my advice is to embrace a digital detox. Leave your phone in the locker and allow yourself to fully receive the experience.
SPA LIFE: As a wellness role model, what are your favourite personal stress management and self care practices?
JOANNE: "II personally enjoy combining breathwork with PEMF and light therapy.
Every day, I make sure to spend time in nature. I’m fortunate to spend several months a year in San Diego, where outdoor activity is part of daily life.
Ocean swimming is a personal favourite. I also follow an evening ritual to support circadian health and aim for at least eight hours of sleep each night.
Using a tracker, I monitor my deep sleep, REM sleep, and resting heart rate, which helps me understand how well I’ve recovered.
THE BOTTOM LINE
“True wellness leadership begins with caring for the people delivering the care
From sauna culture and touchless wellness to staff wellbeing and evidence based recovery, Joanne Berry’s perspective reflects a clear shift; modern spa experiences are no longer luxuries—they are essential environments for regulation, connection, longevity, and collective wellbeing.
ABOUT JOANNE BERRY
Joanne Berry has served the spa and wellness industry exclusively since 1992. Beginning her career as a massage therapist, aesthetician, and aromatherapist in the UK, she has since educated and led teams at luxury spas and wellness resorts worldwide.
She is the founder of the Wellness Education Hub, with offices in San Diego, California, and Manchester, England, delivering award winning, curated training programmes globally.
Joanne also serves as a global educator and partner to Clinton Cancer Care. In 2025, she trained in Aufguss at Farris Bad in Norway and is committed to launching Aufguss sessions in wellness and sauna facilities in 2026.
