During this vibrant period, this “new” industry sought to create and distribute a fashionable and healthy public identity. In 1991, the International Spa Association (ISPA) was founded for spa providers, and several years later the ISPA Foundation was organized massage the general purpose of spa research and public education. ISPA began to identify itself through the “spa experience,” defined as: “Your time to relax, reflect, revitalize and rejoice.”1 The ISPA Foundation engaged itself with research into the education and benefits of the spa experience and explored spa types, domains, lifestyles and culture.2
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