AN INTERVIEW WITH MICHAEL ALICIA, WELLNESS DIRECTOR
Michael Alicia is the Founder and Director of The Center for the Advancement of Therapeutic Arts in New York City. With over 32 years of experience as a Licensed Massage Therapist, Spencer’s was thrilled to announce Michael as the group’s Director of Wellness in early 2024. Since joining the team, Michael has lead a group of esteemed and passionate members in the development of all things wellness at Spencer’s. From treatments and protocols to equipment sourcing and guest journey design, Michael continues to elevate the experiences at Spencer’s with his vast knowledge and tenure having worked with some of the most prestigious wellness institutions in the US.
Join us as we explore the world of wellness at Spencer’s in a candid interview with Michael Alicia in the lead up to the Spencer’s Grand Opening in July 2024.
Can you tell us about your background and how you got started in the wellness and massage industry?
Before massage therapy, I was a dancer-actor-singer. I followed friends to massage school for a side gig and fell in love with the work and never looked back.
What inspired you to pursue a career in massage therapy?
Having been a dancer and athlete my entire life, I was very comfortable using my body, both to support myself and to express myself. Massage to me was like dancing; each session was a unique piece of choreography where I got to take the client on a journey using rhythm and touch. The physicality was very familiar to me and people responded well to my touch so I was hooked.
How did you become involved with Spencer’s?
The founder, Ryan McCarthy, found me in the ether and his assistant sent an exploratory email asking if I might be interested in working to create a spa program. My curiosity was peaked and I wanted to hear more about his ideas so I agreed to meet with him. I was impressed with his focus, thoughtfulness, and listening skills, so each time we met, I kept saying yes.
Could you describe your philosophies in massage and elaborate on how your philosophies have been implemented at Spencer’s?
The primary philosophy for me from the start of my career has been, “If the work is good, they will come.” So my focus has been to continue to learn and practice both the art and science of massage. I think a good massage incorporates both the science of anatomy and physiology with the artistry of dance and storytelling to create a session that stimulates both the right and left hemispheres of the brain. For Spencer’s, the mission was to create a signature massage that was relaxing and rejuvenating so I knew we needed to choose tools that would contribute to a parasympathetic nervous system response. Long flowing strokes reminiscent of Lomi Lomi coupled with Thai massage techniques and hot stones have become the root of our signature massages.
What do you believe are the most important qualities for a successful massage therapist?
Massage is a very physical career akin to being a professional athlete. LMT’s use their bodies in the same way, on a daily basis, and so it requires discipline. The discipline of strengthening the body to manage the physical rigors of the work, coupled with a focus on flexibility to release tension and muscle tightness becomes a mandatory part of the “practice” of massage. In addition to the physical demands of the work, the body-mind-spirit model for balance alludes to the need for an energetic or spiritual discipline, whether it is meditation, qi gong, or a yoga practice where quieting the mind helps to restore peace and balance to the overall physiology of the body.
How do your therapists at Spencer’s stay current with the latest trends and techniques in massage therapy?
Our goal is to provide a supportive and stimulating environment by incorporating continuing education lessons into a monthly curriculum to keep the therapists engaged, informed, and excited by the work we are creating and delivering.
What types of massage techniques do you specialize in at Spencer’s?
Our work is rooted in Swedish massage with Thai massage and Lomi Lomi influences infused in the work to create a fluid, flowing session to induce a relaxing parasympathetic response.
Have there been any particularly memorable experiences or success stories from your journey with Spencer's thus far?
I particularly enjoy working with massage therapists to gauge and engage their creative instincts with the goal of creating exceptional work of which we can all be proud.
What unique approaches or techniques will you be introducing at Spencer's?
I think what will be unique about receiving a massage at Spencer’s will be the well-thought-out and curated experience we create from the minute the guest arrives. Our goal is to engage the senses in a subtle but encompassing way. With the massage portion of this experience, we aim to create a journey or a story through touch so both the body and mind are engaged, or perhaps more accurately, disengaged.
How do you ensure each client receives a personalized and effective treatment?
Training, training, and more training. We work with our staff constantly to instill the importance of ‘detail’ and how they cohere to create an overall sense of escape for our guests.
What are your main goals for the massage program at Spencer's?
My overarching goal is to work with the staff to create a supportive and learning environment where the team dynamic supports the creation of exemplary client-focused work.
Can you walk us through a typical massage session at Spencer's?
In the tradition of Thai massage, we will start with washing the feet and end with a robust neck and face massage that incorporates a full-feeling stretching session. Then, depending on the length of the session, we incorporate the fluid flowing strokes of Lomi Lomi to induce a state of relaxation, Swedish massage strokes from light to deep-tissue to address musculoskeletal issues, and stretching techniques from Thai massage to affect the Sen or myofascia to create space and flexibility.
How do you create a relaxing and welcoming atmosphere for your guests?
We will work to create a welcoming environment by managing all the hospitality details so everyone feels well-considered and cared for as they journey through our space. By anticipating their needs and expectations, our goal is to transport them into a calm and relaxing respite.
What do you think sets Spencer's apart from other wellness centers in NYC?
Spencer’s, unlike many corporate spas, has a small highly integrated management team, with extensive luxury spa experience. The emphasis on exemplary service with high hospitality standards coupled with a strong focus on highly-skilled client-centered massage is what I think sets Spencer’s apart from other spas in the city.
Can you discuss any innovative therapies or treatments you plan to offer now or in the future?
Being an educator for 30 years, I am always exploring different ideas and approaches to bodywork. Oncology massage is one of the cutting-edge therapies that is, at long last, becoming more accepted in the mainstream massage zeitgeist. I have a mission for every spa and gym to have an oncology massage therapist on staff. So, oncology massage is a specialty that I could see incorporating into our training soon. We just want to make sure the specificity of our treatment is right, trialing them with people with cancer over a period of time wherein we can monitor the results. Everyone knows someone with cancer and I believe it is a underserved part of the market.
What role does client feedback play in shaping your massage program?
One of the great perks of this profession is the immediate gratification for a job well-done. But, we can’t always be everyone’s cup of tea. So, one must try to set one’s ego aside, particularly in the service profession, and try to be objective especially when our work is not appreciated. Client feedback, good or bad, is our friend. It should be received with an objective ear and with the goal of maximizing our strengths and minimizing our weaknesses.
What role does therapist or staff feedback plan in shaping your massage program?
Feedback from anyone is vital to the success of our mission. Sometimes the most considered plan can be a bad choice and needs to be altered. Staying open to new ideas, new approaches, or different opinions is the lifeblood of maintaining client-centered work.
How do you plan to train and mentor new massage therapists at Spencer's Spa?
We are offering our staff the opportunity to attend continuing education classes once a month to fine-tune skills and to introduce new techniques. All new staff will be trained to work in our style, and monthly technique classes will give everyone the opportunity to receive and share new ideas and techniques.
What measures do you take to ensure the highest standards of hygiene and safety?
We give the staff the opportunity to receive work from their colleagues and the administrative staff will also have the opportunity to receive bodywork. We will foster an environment of open dialogue and communication so we are continuously learning from each other. Regarding safety and hygiene specifically, we have very rigid programs in place to assure strict adherence to industry best practices. We have talented back and front of house teams whose sole mission is to ensure our facility runs at the highest level.
What are your thoughts on the importance of self-care and regular massage therapy?
As they say, ”What’s good for the goose is good for the gander.” If we choose to be in the healthcare field, and if we are going to be taken seriously, we need to walk the walk and not just talk the talk. Self-care is what we are selling most with massage so we need to be informed and prepared to educate our clients with accurate and useful information. Massage therapy is no longer considered just a luxury, but is more and more becoming a regular part of people’s health care regimen. Research clearly shows the benefits of massage but, more importantly, people are feeling the benefits of massage in their physical, mental, and emotional well-being.
What are your plans for the continued development and expansion of the massage program?
Currently, all roads lead to our opening. In the process, the next steps will reveal themselves.
What message would you like to share with potential clients about the experience they can expect at Spencer's Spa?
I would like to think that our Spencer client will feel like visiting us is akin to dropping by their favorite place where they find familiar faces, a warm and inviting atmosphere, and exceptional touch therapies. The feeling should be similar to the lyrics from the TV theme song for Cheers, “You want to be where everybody knows your name.”