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SPA ADVOCATES is a collaboration between professionals who share  a strong desire to support the success and profitability of spas through hard work, attention to detail and passion.


With over 25 years of experience in opening, operating and supplying some of the world’s most impressive land and sea-based spas,  Samantha Arnold established Spa Advocates, a company dedicated  to bringing exclusive and results-oriented international products, treatments and training to Asia and Africa.


With an indisputable passion for product, our current portfolio includes  a selection of 10 handpicked brands supplied to over 80 hotels, spas and retail boutiques.



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Samantha’s passion for the spa and wellness industry started back in 1996 when she graduated from TSI Academy of Health & Skincare as Student of the Year. After a stint of lecturing at the academy, she advanced her career as Spa Operations Manager for Mandara Spas onboard Silverseas Cruise lines, launching the Mandara-At-Sea concept.


 In 2002 Samantha relocated to Hong Kong as ISPA Director at InterContinental and in 2004 was approached to open and manage the 22,000 sq ft Spa & Fitness Centre at the Four Seasons Hotel. Within 2 years the Spa was recognized as the Best Hotel Spa in Asia (SpaAsia Crystal Awards 2007) and Sam was appointed as Senior Spa Director to assist with optimizing business for the other Four Seasons’ Spas in Asia Pacific.


In 2008 she started consulting for London-based Aromatherapy Associates and during her 5 year term the brand had partnered with 80 acclaimed properties, grown three fold and been acknowledged as the Most Popular Product Supplier (SpaChina) and Best Spa Product (AsiaSpa). Sam has since established her own bespoke consulting, brand distrubution and training company.  




Beverley’s introduction into the world of spa & wellness began at a very young age with her Mother being in the industry. You could tell early on that she had definite passion, keen interest and was sure to follow suit.


Bev completed her studies at the acclaimed Camelot Academy in Johannesburg South Africa in 2001 and from there has enjoyed an exciting career starting with her very first job on the River Thames in London as a Beauty Therapist. She returned to South Africa and joined the Camelot Group where she was able to quickly skill herself within Spa & Management as well as a lecturer.


It was during her time lecturing that she discovered her true love for teaching. When a national training position became available with an award-winning Italian Skincare brand she jumped at the opportunity. 




May began her career in the spa industry in the early 2000’s as a Customer Service Supervisor for the Frederique Group. Within 2 years, she advanced to Assistant Spa Manager at the InterContinental Hotel Hong Kong where she helped manage the spa operation for 7 years.


With a solid foundation and 9 years of operational experience, May decided to set her sights on a more challenging role and reunited with Samantha to establish the Aromatherapy Associates Asia Regional Office. Here, she handled purchasing and logistics for Asia, including China, and after a 6 year stint was promoted to Commercial Manager. 


In 2015, May joined Spa Advocates where she continues to dedicate her experience and exceptional skill set to supporting all operational aspects of the business. 




Lucy, a seasoned Spa Trainer, has had a tenure of 25 years in the spa and wellness industry. Originally from New Zealand, she commenced her career in Hong Kong with the Frederique Group. After completing a Spa Directors course in New Jersey, Lucy was promoted to the management team where she realised her passion for developing people and took on a larger role managing a chain of reputable beauty salons. 


In 2009, during a short relocation to Singapore, she oversaw the operations for the Spa at Mandarin Oriental which received a number of accolades under her management. Since Lucy's return to Hong Kong, she has dedicated her career to training and worked closely with Samantha as the Regional Trainer & Accounts  Manager for world-renowned Aromatherapy Associates.


Now with Spa Advocates, Lucy will continue to train and inspire the industry with her extensive knowledge and unfailing passion.



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Initially starting her career as an aesthetician in South Africa for several years, Meara joined the award-winning spa at the Madinat Jumeirah in Dubai in 2012. Turning her focus to business to business supply, Meara was appointed as a Junior Brand Executive for The Product House; the leading luxury spa brand supplier in the Middle East. 


Rapidly progressing to Director of Operations over the course of 6 years, Meara lead operations and business development. Successfully supporting top-tier hotels such as Burj Al Arab and Atlantis The Palm Dubai, she has experience in distributing globally renowned spa brands such as; Carol Joy London, Aromatherapy Associates, Elemental Herbology, Omorovicza and Dr Levy Switzerland. 


In 2019 Meara combined her experience and business expertise to create Meara Laine Consulting, a niche development consultancy for emerging and established brands within the spa, wellness, and beauty space.


Meara Laine Consulting has partnered with Spa Advocates to support strategic marketing in both business to business and business to consumer categories. 

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