How can the profitability of a spa – which most actors in the spa world estimate at 25% to 30% at the end of 3 or 5 years – be optimized? First solution: boost additional sales as they generally represent a quarter of properties’ revenues. “Revenues are higher in Russia and the Middle East where clientele are major product consumers,” remarks Monica Sirenius, managing director of Raison d’Etre. To do this, training offered by professionals covers this problem by teaching therapists the subtle art of suggesting to clientele that the natural follow- up of a treatment involves the regular application of cosmetic products.