Half-empty calendars — ~$16K/month
Esthetician utilization sits at 40–63% of available hours. Filling existing calendars to 80% is worth roughly $16K a month in spa-kept revenue, with zero new hires. The biggest known number in this report.
Service revenue, 12 months
$859,553
Second half of the year ran +10% ahead of the first. May 2026 was the best month on record: $83,782.
Average spend per visit
$137.82
Across 6,237 client visits
Guests who came back
65%
2+ visits within the year
3,277unique clients served
10,382paid appointments
3.2average visits per client
30%booked online
01
The Shape of the Year
Revenue climbed steadily out of the summer trough. The last three months are the three of the four biggest in the dataset.
June is the soft spot — $59K vs the $79K+ the spa now does in spring. That seasonal dip is the strongest argument for a membership program: recurring revenue doesn't take summers off.
02
Versus Last Year
Every single month beat the same month a year ago. Sep–May service revenue grew from $438K to $658K — +50% year over year.
One honest caveat: the spa's Phorest history begins September 2024, and that first month looks like system ramp-in, so the earliest comparisons overstate the growth. The cleanest recent months still say a lot — April +29%, May +25%.
03
What People Come For
Massage is still under half the business and slowly shrinking as a share — which is healthy, because facials, hammam and body treatments return roughly 2.5x more per hour to the spa after the massage contractor split.
Revenue mix
Share of the $859K service year
Earning power per treatment hour
Gross revenue per booked hour, by category
04
The Together Business
29%
of revenue is people coming in together
That's $245,548 across 723 confirmed shared sessions — couples massages, tandem hammams, side-by-side pedicures, full spa days for two. Far bigger than the $65K that carries a "Couples" name on the menu.
What together-visits look like
Confirmed shared sessions by treatment combination. "Spa days & mixed" are visits where the pair books two or more different treatment types — the biggest together-category of all.
Together-share through the year
Confirmed share of each month's revenue, with the probable ceiling above it
How we counted this. Phorest links appointments that were booked in a single transaction. When one booking covers two or more different clients with overlapping treatment times, that's a shared session — no guessing involved. It's a conservative floor: two people who phone in separately don't get linked. A looser test (same service, same start minute, different clients) suggests the true together-share could reach ~45%, but some of that is coincidence, so we lead with the confirmed 29%.
05
The Front Door
About 220 brand-new guests walk in every month — verified against two years of history, these are genuinely first-time visitors. The catch: only 17% book a second visit within 90 days. The first treatment a guest chooses says a lot about what they'll be worth.
New guests per month
First-ever visits — steady all year, 2,652 in total
What a new guest becomes, by gateway treatment
Average first-year spend of new guests (Jun–Nov cohort), with the share who ever came back
The gateway story: Facial first-timers become the most valuable guests ($309 in their first year) and massage first-timers return the most reliably (31%). The hammam is the outlier — it pulls 120 new guests but only 14% ever return: it attracts experience-seekers, not regulars. A "second visit" offer handed to every first-time hammam guest is the cheapest experiment this data suggests. And the single best gateway of all: guests whose first booking was a 90-minute massage went on to spend $391 in their first year with a 36% return rate.
06
The People Behind It
Fourteen revenue-producing staff: six massage therapists (contractors) and six estheticians (hourly), plus two support roles. The top two providers account for 26% of all service revenue.
| Provider | Role | Revenue | Appts |
|---|
Teal bars are massage therapists; coral bars are estheticians. Departed staff produced a further ~$95K earlier in the year. The newest hires — Randene (April) and Carmina (May) — are just getting started and already ramping well. One number to keep an eye on: the top five providers carry 57% of all revenue, and Ying alone carries 14% — a healthy team, but worth knowing who the building leans on.
07
The Building Itself
Each room's booked hours as a share of the spa's 2,574 operating hours this year. The most valuable hour in the building is a hammam hour — and the hammam sits empty 89% of the time.
Massage rooms run 17–65% occupied, so treatment space isn't the growth constraint — therapist hours are. The standout is the hammam: only 11% occupied but it earns $190 per booked hour, double any massage room. Every extra hammam booking is the most profitable hour the building can sell. The pedicure chairs (4–35%) say the same thing: capacity is not the problem, demand generation is.
08
Our Guests
3,277 people came through the doors. Two thirds came back at least once — and a loyal core carries a third of the business.
How often guests visited
Number of clients by visit count over the year
Where the revenue concentrates
The top 10% of guests (about 330 people) spend $887 a year each
09
How & When They Book
Online bookers are the best customers — they spend $93.60 per appointment, 13% above average. Friday is the biggest day; Saturday earns the most per open hour.
12 daysmedian booking lead time
22%book a month or more ahead
6%book same-day
6 daysonline median — web bookers book closest-in
Booking channels
Share of appointments, with average ticket
Revenue by day of week
12-month totals; the spa is closed Sundays
10
Money on the Table
Four opportunities this data can actually put a dollar figure on, biggest first.
Lapsed good guests — $123K of proven spend
386 guests spent $200+ between June and November and never came back in the following six months. They already know and like the spa — a personal win-back message to this exact list is the highest-odds campaign available.
Discounts & promos — $51.7K under menu price
One in four appointments rang below catalog price, $35K of it on hammam and facials. Some is deliberate (packages, promos) — but it's 5.7% of potential revenue and nobody is tracking it as a line item.
The 4 o'clock hole
Weekday bookings drop about a third at 4pm and carry the day's lowest ticket, then recover at 5pm. A 4pm-only express offer (or staff-goal push) targets the softest hour without discounting peak times.
11
What These Numbers Can't See
Worth knowing what Phorest's data feed doesn't expose — each blind spot hides an opportunity.
Retail & gift cards
Product sales, gift cards, tips and packages aren't in this feed — total cash is meaningfully higher than $859K. Retail attach rate is the cheapest revenue lever a spa has, and right now it's invisible.
Rebooking at checkout
The share of guests who leave with their next appointment already booked. Phorest tracks this natively through Staff Goals — which is free and not yet turned on. With second-visit conversion at 17%, this is the retention lever.
No-shows & cancellations
The data feed exposes no cancelled or no-show records at all, so the cost of empty held slots is invisible here. Phorest's own reports have it.
Memberships
Currently $0. Recurring membership revenue is the standard fix for the June dip visible in chart 01, and Phorest supports it out of the box.