How to stay calm, protect your team, and lead with intention when the holiday rush hits.
It starts the same way every year. The booking platform fills up faster than you expected. The retail orders come in. The promo calendar lands in your inbox. And somewhere in the middle of all of it, you look up and realize this is actually happening. Q4 is here.
I've been in luxury spa for over 20 years, and I won't sugarcoat it: the fourth quarter is the most demanding stretch of the year. Not because of the busy schedules, you've handled those before, but because of everything that comes with the busy schedules. The new retail lines that need to be ordered, priced, and merchandised. The seasonal promotions that need to be communicated. And most importantly, a team that needs to feel like they can breathe, even when the calendar says otherwise.
This year I'm thinking about Q4 differently. Instead of ramping up and hoping we can absorb the chaos, I'm focused on one question: how do we calm the storm before it arrives?
Here's what I'm doing and what I'd tell any spa leader heading into this season:
Your team is watching you for signals. If the schedule is filling up, tell them what's coming before they feel it. A quick team huddle at the start of the month, even 10 minutes, sets the tone and removes the anxiety of the unknown.
Busy does not mean cramming more people in. Rushed therapists and estheticians burn out fast and serve clients poorly. Hold those turnaround buffers. A client who feels they had your team's full attention will be back in January.
When new holiday products come in, don't just send a PDF. Let the team experience them. A 15-minute walk-through, touch, smell, story, turns a product launch into something people are excited to talk about at the table.
If your team can't quickly explain a promo to a client, the promo isn't working. Before anything goes live, make sure every team member can say exactly what it is, who it's for, and why it matters. Confidence at the front desk drives revenue.
You cannot lead from empty. This is the season it's most tempting to skip lunch, stay late, and push through. Notice when you're doing that and don't normalize it for yourself or your team. The way you manage your energy is what they will learn to do too.
Q4 is a mirror. It shows you exactly how strong your systems are, how well you've built your team's trust, and how much margin you've left for yourself as a leader. The good news is you don't have to figure it out alone.
If you're heading into this season already feeling the weight of it, I want you to know that's not a weakness. It's information. And there's a better way to carry it.
P.S. A little behind-the-scenes moment: every time I bring in a new brand, my team's first reaction is "What are you going to have us buy now?!" 😄 But that running joke exists because they know I don't bring in brands just to fill a shelf. Every line I choose has a story, a purpose, and a reason. I ask myself: is this something my team will love working with? Will our clients feel the difference? Does the brand actually stand for something? If it's not yes across the board, it doesn't come in. That standard doesn't change just because it's Q4.
In your corner, Kristen
Whether you're a spa leader trying to navigate Q4 with your team intact, or you're ready to think about what comes after the holiday rush, I'm here for that conversation.
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