David Neddam is the founder of HEED Consulting, based in Miami. A state-certified physiotherapist from France, he ran practices in Paris and Normandy for 18 years, then built and ran spas, a beach club and a beach concession in Florida, including a spa serving the guests of four neighboring hotels. He writes from the operator’s side: what really happens inside spa, wellness and hospitality businesses, and what owners can change without losing what already works.