Spa Marketing Made Easy Podcast — Episode #465

"Open to Growth: Why Comfort Zones Are Killing Your Spa Business in 2026"

Host: Daniela Woerner
Date: January 5, 2026

Episode Overview

In this special kickoff episode for 2026, Daniela Woerner steps away from her usual tactical strategies to candidly share her personal and professional journey into discomfort and growth. Framed around her theme for the year—openness—Daniela invites spa business owners to reflect on how staying in their comfort zones may be holding both them and their businesses back. Through her own upcoming plans and a transparent look at what stretches her, she calls on listeners to act with courage and speed during this time of rapid industry change.

Key Discussion Points and Insights

Daniela’s New Year Approach: Choosing a Word, Not a Resolution

• Every year, Daniela chooses a word as her decision-making “lens” instead of a resolution or traditional goal. For 2026, the word is “open”.
• “When this word first came to me, my reaction was like, oh, no, this is going to push me, isn’t it? Because I knew immediately what it meant.” (08:49)

Comfort Zones vs. Growth: A Personal Perspective

• Daniela admits she naturally prefers small groups and one-on-one conversations, not large crowds or big events.
• Despite her introverted tendencies, she recognizes the power and impact of in-person connections.
• “The power of in person, it is undeniable. And I know that if I want to serve my community at the highest level… I cannot keep avoiding things that make me uncomfortable.” (12:28)

Action over Inspiration: What “Open” Means in Practice

Q1 2026: Saying Yes to Discomfort

• Circadia Connect in Las Vegas (January)
  • Large event (500 people), all-day commitments, high energy required.
  • Daniela usually finds reasons to say no, but says yes this year to align with her goal of growth.
  • “The old Daniela would have looked at this invitation and been grateful, but immediately started thinking of reasons of why it wouldn’t work… But when they asked, I said yes, because I’m being open…” (17:10)
• Spa CEO Intensive in Fort Worth, TX (February)
  • Smaller, hands-on event (capped at 50), high engagement and energy, focus on sales, social strategies, and AI.
  • Returns to live intensives after a year hiatus.
  • “These events are kind of my favorite because I get to work directly with spa owners…but they do require a lot of energy.” (22:37)
• Trade Show at Javits Center, New York (March, ~90% confirmed)
  • Massive trade show, thousands of attendees, hundreds of vendors.
  • Daniela candidly shares her apprehension, referencing a past emotional experience at the event.
  • “The serendipity of in person events is something that you just cannot replicate virtually.” (28:15)

Seasonal Balance in Business

• Intense January-April schedule followed by a “summer slowdown” for team and family balance.
• Resumes the high-energy pace in September-December.
• “It’s all about having the balance. I would not want to push myself hard like that for 12 months.” (33:34)

Why This Matters for Spa Owners and the Industry

• The industry is in a period of rapid change, especially with AI and consumer expectations evolving dramatically:
  • “AI is moving faster than anyone predicted…The tools and technologies that are available to us are evolving like every two months.” (36:05)
• Adaptation is more important than experience:
  • “The spa owners who are going to thrive…are not going to be the ones who are most experienced. They’re going to be the ones who have been adapting quickly, testing new things, pivoting when things are not working.” (38:08)
• Real-world examples of what “getting uncomfortable” could look like for listeners:
  • Raising prices without fear
  • Investing in new equipment or hiring
  • Starting new marketing avenues (e.g., podcasts, videos)

Memorable Quotes

• “Growth does not happen in your comfort zone.” (15:46)
• “If you are not willing to step out of your comfort zone, your business will stay comfortable too, which means it will stay where it’s at.” (41:22)
• “This is about recognizing when fear is holding you back from something you actually want…choosing growth over comfort.” (43:19)
• “Write it down, put a date on it, put it on your calendar, make it real, and then actually do it. Don’t wait until you feel ready. Because you’re never going to feel ready.” (46:17)

Framework for Listeners: Actionable Reflection

• Daniela encourages all listeners to identify:

  • What’s one thing you’ve been avoiding because it’s uncomfortable?
  • What’s the one thing that would genuinely move your business forward if you actually had the courage to do it?
  • Put it on your calendar and take action, even if you don’t feel ready.

• “I’m inviting you to join me in that commitment…Whatever your word is, I want you to make it mean something. I want you to use it as a filter for your decisions.” (44:41)

Notable Moments with Timestamps

• Daniela reveals her theme word for 2026 and emotional response (08:40)
• Description of her natural comfort zone and why she’s challenging it (10:55–13:28)
• Specific details and vulnerability about her Q1 event schedule (14:00–32:15)
• Discussion about industry shifts and necessity of speed/adaptation (36:05–40:40)
• Scripted closing call-to-action for listeners: take real, uncomfortable steps (44:41–46:17)

Takeaway for Spa Professionals

Daniela’s candid approach underlines a crucial lesson for spa owners: businesses cannot outgrow the limitations of their owners’ personal growth. In an era of swift technological and consumer change, those who intentionally stretch beyond comfort, act decisively, and adapt rapidly will access greater opportunity. Daniela’s challenge is to consciously choose growth over ease, making 2026 a year where spa leaders—and their businesses—become open to all that growth demands.

If you’re attending Circadia Connect, the Fort Worth Intensive, or the New York trade show, Daniela invites you to say hello—and perhaps share a hug—in person.