Spa Strategy, Inc. Announces Newest Partner and Leading Spa Authority, Elaine Fenard

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Former Vice President of Spa Development and Operations for Starwood Hotels & Resorts joins Spa Strategy, specializing in the development and redevelopment of hotel spas.

Spa Strategy Inc. has announced Elaine Fenard as a new partner. Fenard joins the renowned global spa development company after four years as Vice President of Spa Development and Operations for Starwood Hotels & Resorts. She will join Managing Partner Richard Dusseau and Partner Nancy Nemer in their pursuit to create the most innovative, luxurious and profitable spas in the world. Spa Strategy’s strength lies in the partners’ unique experience in interior design, luxury hotel and spa operations, and menu and service development.

“As an entrepreneur at heart, I am thrilled to be joining Spa Strategy,” Fenard said. “With their hotel and design experience and their comprehensive approach to developing spas, Spa Strategy fills a niche in the spa business.”

Dusseau expects Fenard’s exceptional experience will add remarkable value to Spa Strategy.

“There is not another person in the industry who brings the depth of knowledge and expertise that Elaine possesses,” Dusseau said. “Her 25 years of spa development and operations experience with the largest hotel and spa companies in the world will be an incredible asset to the Spa Strategy team and clients.”

Starwood Hotels & Resorts Worldwide, Inc, operates 750 properties in more than 80 countries, including the St. Regis, Luxury Collection, W, Westin, La Meridien and Sheraton brands. Fenard was responsible for the strategy, development and operation of all Starwood spa properties worldwide and managed a diverse portfolio of destination spas and supervised all development projects.

Fenard also designed several innovative concepts for Starwood including the “Spa in a Box” model that created a profitable template for spa development from start to finish, to be used by hotel owners and developers. The formula for the Heavenly Spa brand was her brainchild, and the prototype location at the Westin Maui generates the second-highest revenue in all of Starwood.

Fenard championed the Starwood Spa Collection, a group of 34 unique spas in Starwood Hotels & Resorts. In addition, she oversaw the development of several successful individual spas under the Starwood umbrella including the Sheraton Wild Horse Pass; Westin Kierland; W, Mexico City; W, Seoul; Westin La Quinta Malaga Spain; and the Sheraton Cork, Ireland.

Prior to Starwood, Fenard worked as a consultant for Steiner Leisure, a worldwide provider of spa services and the largest spa company in the world , with 57 resort spas, two day spas and salons on 124 cruise ships. Fenard directed development and operations for the highly successful Disney Magic and Wonder Vista Spas.

Fenard began her career as manager of spa operations for Coiffeur Transocean Inc (later acquired by Steiner Leisure), where she was instrumental in creating the first purpose-built spa at sea in the late 1980s, demonstrating the capital potential for spas in the cruise business. She quickly rose through the ranks, and was ultimately named senior vice president of operations.

Fenard, a native of Wales, is an active sportswoman, and prides herself on learning a new sport every year. She started running marathons after she turned 40 and has recently tried her hand at kayaking, mountain biking, rock climbing, whitewater rafting and snowshoeing. As in business, if Fenard is going to do something, she will do it to the best of her ability. Having relocated to Denver, Colo., Fenard looks forward to exploring the many outdoor activities available in her backyard.

Spa Strategy is a global spa development company which is dedicated to developing the most innovative, renowned and profitable spas in the world. Spa Strategy, which specializes in the development and redevelopment of hotel spas, draws on the creative resources of a highly experienced in-house team to deliver turnkey spas.

Services include market research, concept and menu development, interior design, and marketing, with the goal of providing hotel management and owners a spa that fits seamlessly with hotel operations. Spa Strategy also maintains the largest database on statistical information on the spa industry. For information about Spa Strategy, visit or call 303.573.8100.

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Erin Lentz
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