According to the International Spa Association (ISPA), US spa industry revenue rose 5.0% in 2015 to $16.3 billion and the number of visits rose 2.1% to 176 million. Impressive numbers, for sure, but the spa sector is missing out on a special population could really use some pampering.
 
Many spas have policies that prohibit estheticians and massage therapists from providing massage services if a client has cancer.
 
The National Cancer Institute has reported that one in two men, and one in three women, will develop invasive cancer during their lifetime.Although it may seem counterintuitive that a spa might not be willing to serve a client who is in need of real TLC, there have been concerns that have made them shy away from booking cancer patients.
 
Wellness for Cancer, a non-profit 501(c)3 organization that debunks myths about massage and cancer, has created a special educational curriculum that will equip massage therapists to provide safe, nurturing massage therapy services to individuals living with cancer. The initial massage course was co-developed with the University of Colorado’s Integrative Medicine Department under leading oncology and massage researcher Dr. Lisa Corbin.
 
While wellness approaches such as meditation, yoga and nutritional programs are more readily available today, many spa policies require estheticians and massage therapists to turn away clients with cancer. Such policies often stem from industry myths, according to Joanne Berry, global educator for Wellness for Cancer.   
 
“There has long been misinformation in our industry that massage spreads cancer,” said Berry. “There is a plethora of evidence that supports the benefits of massage for cancer patients and survivors, all collected and documented by the medical community. It is as if the spa industry is the last to step up and understand our complementary role. Working with cancer professionals around the globe, Wellness for Cancer is effectively debunking these myths and offering the comforting and nurturing benefits of massage to cancer patients and survivors.”
 
In September, Bellus Academy will become the first beauty and wellness academy in the US to offer Wellness for Cancer training.
 
Through hands-on, online and case study modules, the 50-hour Wellness for Cancer curriculum provides massage therapists with knowledge and techniques to safely, confidently and compassionately offer comfort-oriented massage therapy to clients with various stages of cancer or who are recovering from cancer. Students learn pressure restrictions, site restrictions and position restrictions as well as modalities beyond touch massage. The psychology and physiology elements of cancer are also addressed along with the side effects and emotions that may accompany cancer treatment. 
 
Misinformation been thwarted by education before in the spa sector. Take prenatal massage, for example.
 
“Five years ago, if a client was pregnant they were turned away—but now it is everywhere,” Bellus Academy owner Lynelle Lynch told Happi.
 
Bellus Academy, which has four locations (Poway, El Cajon and National City, CA and Manhattan KS) and offers education online, will launch the Wellness for Cancer program on Sept. 1, 2016.
 
According to Lynch, protocols and product usage will also be addressed; for example, do not use a steamer in a facial, or what types of topicals would be more beneficial.
 
Lynch is no stranger the role nonprofit groups can play in strengthening the beauty business. She is presidentand a founding member of Beauty Changes Lives (BCL), a nonprofit foundation that elevates the perception of the beauty industry as a viable and rewarding career choice. Since 2013, Beauty Changes Lives has given away more than $1 million dollars in scholarships to students attending cosmetology, esthetics, nail, massage, makeup and advanced courses. BCL is supported by a coalition of beauty professionals including educators, celebrities, industry icons and product manufacturers like CND, Wella, and Murad.
 
Experts who will be onsite at the 2016 Global Wellness Summit (taking place in Austria in October) forecast that spas will increasingly integrate massage adaptations for individuals presenting conditions, including conditions related to cancer treatments.
 
By offering Wellness for Cancer, Lynch said her wish is for Bellus to serve as a “catalyst to get this mainstream” so in the not-too-distant future, cancer patients will be able book a special day of pampering when they need it most.