The Excellence of French Wellbeing
Beyond the Sky is one of the very first luxury private concierge services to have joined Spa-A. Through this exclusive interview, we wanted to give the floor to Marie-Paule Leblanc, President of Spa-A, to better understand the vision, commitments, and perspectives of this key association in the wellness and spa sector in France. This conversation is also an opportunity to highlight possible bridges between the worlds of high-end spas and private concierge services, both in full evolution.
1. Your background and vision
Marie-Paule, could you tell us about your personal and professional background, as well as your motivation to preside over Spa-A, a leading association in the wellness world?
Teaching French and Latin in an English school was my first calling. I’ve always retained a real appetite for transmission. Upon returning to France, it was with the establishment of Shiseido (a Japanese brand) in France that I discovered the business world, cosmetics, and marketing. I was fortunate to participate in the launch of a second Japanese brand in France (Annayaké), and it was at Yves Saint Laurent that I spent the majority of my career—first in events, marketing, and sales, then on strategic projects both in France and internationally.
My first real professional love was for this brand, then embodied by its founder, with perfumes like Opium and Paris whose sales soared, makeup that surpassed Chanel, and a very free, inspiring creator. When Yves Saint Laurent was acquired by Gucci, I joined Dior in the French Marketing Department. I stayed there only a year before joining the Thierry Mugler Perfumes team, where I energized exports and Travel Retail, then moved to Clarins (then owner of Thierry Mugler Perfumes) as Director of Spas and Boutiques, first in France, then internationally.
A midlife crisis—or simply a desire to place people back at the center of my work—led me to pursue coaching with Executive Coaching at HEC. I became a consultant, working with companies like Rémy Martin, Givenchy, Yves Saint Laurent again, and many others. I also taught in higher education…
A second professional love: the SIBUET hotel group (owners of Les Fermes de Marie and the Pure Altitude brand), with whom I truly gave new meaning to my career. I discovered the hospitality world from the inside, the true sense of customer experience, and authentic luxury. I will never thank Jocelyne and Marie Sibuet enough for their trust and for allowing me to give my very best.
I’ve always loved challenges, rising to them, and I value well-done work. I was lucky to have a wonderful career shaped by my own desires, and my husband has always supported me. When I decided to retire, I was already very involved in the non-profit sector, serving as Vice President of CEW Beauty Centers, which fund beauty treatments in hospitals.
Spa-A, the Federation of Spa and Wellness Professionals, needed a fresh start. I took the torch in 2020 to help a promising yet complex sector. If Top Chef gave prestige to culinary CAPs, we still have a revolution to make in the spa and wellness professions.
That said, I don’t plan to “die on stage,” and I hope to find a successor who can carry on what I’ve begun, alongside our very committed nine-member board.
My vision of luxury and wellness? The desire to disconnect has never been stronger. Our sector grows by more than 8% each year. Yet, we face a real vocation crisis. Passion guides professionals in spa and wellness. After the crises we’ve endured, we all know true luxury lies in customer experience quality—less is more! Real luxury is what you don’t see but is there, self-evident: an authentic quality of life far from flashy displays.
2. The values and identity of Spa-A
What are the core values upheld by Spa-A, and how are these values reflected in your daily initiatives and projects?
Spa-A is a non-profit association governed by the French 1901 law. Our mission is to elevate our professions—just like the Tennis Federation. We’re simply more discreet…
Spa-A unites all spa and wellness professionals in the broadest sense. We share our passion through regular meetings, trade shows, symposiums—all centered on convivial gatherings, because our members appreciate good living. Our slogan, “Stronger talents together,” reflects our members’ spirit. When younger members talk to me about networking via LinkedIn, I smile… That’s great, but true encounters are what shape real relationships.
Like the famous red guide, we’ve also created a label: the Spa-A Label, awarded for three years based on rigorous criteria and an external audit. It rewards customer experience and recognizes wellness professionals. For your clients, choosing a Spa-A-labeled facility guarantees an exceptional beauty or wellness experience. Only the establishments listed on our site (spa-a.org) are certified.
Spa-A’s board is composed of nine volunteers, representing a variety of professions, elected for three years with a rotation of three members each year. Our mission also includes supporting project or brand leaders and mentoring young professionals.
On our website, you’ll find our commitments, initiatives, and all our events.
3. Sector evolution
What are, in your opinion, the major recent changes in the wellness and spa industry? How does Spa-A support these transformations to stay aligned with the expectations of professionals and clients?
As I said, the sector is especially promising because wellness has become a true aspiration and issue for everyone. We also have a role in preventing harmful practices in a sometimes loosely regulated industry. A professional massage therapist is not trained in three days online; placing a stone in your hand won’t heal all ailments, and drawing cards before a treatment is not the answer…
I know I don’t make many friends in the sector by saying this, but our role is also to raise awareness. We rely on experts—physiotherapists, estheticians, massage therapists, toxicologists, etc.—to respond to questions from both our members and their clients. Often, other board members hold me back from responding publicly to the nonsense we see from some influencers or in certain magazines. When I hear claims like “this cosmetic has no toxins,” I think—thank goodness! No product has been tested on animals in Europe since 2013; why repeat it?
More seriously, our role is to share best practices and highlight professionals, because our industry is deeply serious. When you consider that we’re living longer, and that age 65 is often the threshold to aging well, our work is far from over. The lines between preventive medicine and wellness are blurring. Longevity is a major concern. “Adding life to years, not years to life” was the theme of our last symposium. That message is core to Spa-A and certainly resonates with your clients.
We’re also exploring the emergence of robotics and artificial intelligence in our field, which will be the theme of our next symposium: “AI: Good Servant or Bad Master?”
We face a severe shortage of workforce and motivation. Finding passionate massage and aesthetics professionals in France is becoming extremely difficult. It’s partly a salary issue—but not only. Your clients may be surprised by the cost of treatments in France, especially if they’ve traveled to Asia. Quality has a price—and it’s not just the setting that determines it.
4. Collaborations and synergies
Spa-A is known for its many international partnerships. How important are these global synergies, and how do they influence your actions?
Stronger talents together is our guiding principle. When I discovered that the Quebec Spa Association also used “Stronger Together” and shared our philosophy, we decided to create a twinning.
It’s nearly impossible to develop a global physical network because members want to meet in person. However, sharing best practices, research, and talent is absolutely possible—just like our label, which also certifies establishments in Portugal and Spain, for example.
Spreading and uniting through sharing: that’s our goal every day—and it’s working well.
5. Today’s challenges
The wellness industry is undergoing profound changes. What are, in your opinion, the main challenges professionals must face today?
The vocation crisis! All these professions are driven by passion.
6. Beyond the Sky and Spa-A
Beyond the Sky is one of the few luxury private concierge services to be a member of Spa-A. What does this collaboration bring to the association, and how does it enhance the offerings for Spa-A’s members and partners?
It allows us to showcase our initiatives and the quality of Spa-A labeled establishments to your clients.
What does this collaboration bring to Beyond the Sky?
It provides quick access to a trusted network of high-quality providers.
7. The future of wellness
What is your outlook on the future of the wellness industry? What do you see as the major areas of innovation and change to come?
+8.5% annual growth—that speaks volumes! Wellness has never been more in demand because people understand it relates to health and prevention. Bio-hacking, longevity, AI, epigenetics, and social connection: all emerging fields.
What’s surprising is that it’s not just the “elderly” who are affected! The couch kills—a recurring topic at Spa-A, especially for Gen Z, who do everything from the couch or bed! This generation is facing new pathologies from inactivity. Awareness must start young.
Finally, I’d say the future of wellness lies in optimism! Joy and good humor. In a sometimes anxious world, the wellness industry is a release valve that allows us to take care of ourselves, gain perspective, and breathe.
At Spa-A, we love coming together and sharing our passion: people! You can only take care of others if you first feel well yourself.
This conversation with Marie-Paule Leblanc highlights the challenges of a fast-changing sector, driven by innovation, training, and the pursuit of excellence. Spa-A stands out as a central player in this dynamic landscape, and Beyond the Sky is proud to be part of it. Through its partnerships and tailored service, our concierge company continues to offer its members the finest wellness experiences, in France and internationally.
The Excellence of French Wellbeing
Beyond the Sky is one of the very first luxury private concierge services to have joined Spa-A. Through this exclusive interview, we wanted to give the floor to Marie-Paule Leblanc, President of Spa-A, to better understand the vision, commitments, and perspectives of this key association in the wellness and spa sector in France. This conversation is also an opportunity to highlight possible bridges between the worlds of high-end spas and private concierge services, both in full evolution.
1. Your background and vision
Marie-Paule, could you tell us about your personal and professional background, as well as your motivation to preside over Spa-A, a leading association in the wellness world?
Teaching French and Latin in an English school was my first calling. I’ve always retained a real appetite for transmission. Upon returning to France, it was with the establishment of Shiseido (a Japanese brand) in France that I discovered the business world, cosmetics, and marketing. I was fortunate to participate in the launch of a second Japanese brand in France (Annayaké), and it was at Yves Saint Laurent that I spent the majority of my career—first in events, marketing, and sales, then on strategic projects both in France and internationally.
My first real professional love was for this brand, then embodied by its founder, with perfumes like Opium and Paris whose sales soared, makeup that surpassed Chanel, and a very free, inspiring creator. When Yves Saint Laurent was acquired by Gucci, I joined Dior in the French Marketing Department. I stayed there only a year before joining the Thierry Mugler Perfumes team, where I energized exports and Travel Retail, then moved to Clarins (then owner of Thierry Mugler Perfumes) as Director of Spas and Boutiques, first in France, then internationally.
A midlife crisis—or simply a desire to place people back at the center of my work—led me to pursue coaching with Executive Coaching at HEC. I became a consultant, working with companies like Rémy Martin, Givenchy, Yves Saint Laurent again, and many others. I also taught in higher education…
A second professional love: the SIBUET hotel group (owners of Les Fermes de Marie and the Pure Altitude brand), with whom I truly gave new meaning to my career. I discovered the hospitality world from the inside, the true sense of customer experience, and authentic luxury. I will never thank Jocelyne and Marie Sibuet enough for their trust and for allowing me to give my very best.
I’ve always loved challenges, rising to them, and I value well-done work. I was lucky to have a wonderful career shaped by my own desires, and my husband has always supported me. When I decided to retire, I was already very involved in the non-profit sector, serving as Vice President of CEW Beauty Centers, which fund beauty treatments in hospitals.
Spa-A, the Federation of Spa and Wellness Professionals, needed a fresh start. I took the torch in 2020 to help a promising yet complex sector. If Top Chef gave prestige to culinary CAPs, we still have a revolution to make in the spa and wellness professions.
That said, I don’t plan to “die on stage,” and I hope to find a successor who can carry on what I’ve begun, alongside our very committed nine-member board.
My vision of luxury and wellness? The desire to disconnect has never been stronger. Our sector grows by more than 8% each year. Yet, we face a real vocation crisis. Passion guides professionals in spa and wellness. After the crises we’ve endured, we all know true luxury lies in customer experience quality—less is more! Real luxury is what you don’t see but is there, self-evident: an authentic quality of life far from flashy displays.
2. The values and identity of Spa-A
What are the core values upheld by Spa-A, and how are these values reflected in your daily initiatives and projects?
Spa-A is a non-profit association governed by the French 1901 law. Our mission is to elevate our professions—just like the Tennis Federation. We’re simply more discreet…
Spa-A unites all spa and wellness professionals in the broadest sense. We share our passion through regular meetings, trade shows, symposiums—all centered on convivial gatherings, because our members appreciate good living. Our slogan, “Stronger talents together,” reflects our members’ spirit. When younger members talk to me about networking via LinkedIn, I smile… That’s great, but true encounters are what shape real relationships.
Like the famous red guide, we’ve also created a label: the Spa-A Label, awarded for three years based on rigorous criteria and an external audit. It rewards customer experience and recognizes wellness professionals. For your clients, choosing a Spa-A-labeled facility guarantees an exceptional beauty or wellness experience. Only the establishments listed on our site (spa-a.org) are certified.
Spa-A’s board is composed of nine volunteers, representing a variety of professions, elected for three years with a rotation of three members each year. Our mission also includes supporting project or brand leaders and mentoring young professionals.
On our website, you’ll find our commitments, initiatives, and all our events.
3. Sector evolution
What are, in your opinion, the major recent changes in the wellness and spa industry? How does Spa-A support these transformations to stay aligned with the expectations of professionals and clients?
As I said, the sector is especially promising because wellness has become a true aspiration and issue for everyone. We also have a role in preventing harmful practices in a sometimes loosely regulated industry. A professional massage therapist is not trained in three days online; placing a stone in your hand won’t heal all ailments, and drawing cards before a treatment is not the answer…
I know I don’t make many friends in the sector by saying this, but our role is also to raise awareness. We rely on experts—physiotherapists, estheticians, massage therapists, toxicologists, etc.—to respond to questions from both our members and their clients. Often, other board members hold me back from responding publicly to the nonsense we see from some influencers or in certain magazines. When I hear claims like “this cosmetic has no toxins,” I think—thank goodness! No product has been tested on animals in Europe since 2013; why repeat it?
More seriously, our role is to share best practices and highlight professionals, because our industry is deeply serious. When you consider that we’re living longer, and that age 65 is often the threshold to aging well, our work is far from over. The lines between preventive medicine and wellness are blurring. Longevity is a major concern. “Adding life to years, not years to life” was the theme of our last symposium. That message is core to Spa-A and certainly resonates with your clients.
We’re also exploring the emergence of robotics and artificial intelligence in our field, which will be the theme of our next symposium: “AI: Good Servant or Bad Master?”
We face a severe shortage of workforce and motivation. Finding passionate massage and aesthetics professionals in France is becoming extremely difficult. It’s partly a salary issue—but not only. Your clients may be surprised by the cost of treatments in France, especially if they’ve traveled to Asia. Quality has a price—and it’s not just the setting that determines it.
4. Collaborations and synergies
Spa-A is known for its many international partnerships. How important are these global synergies, and how do they influence your actions?
Stronger talents together is our guiding principle. When I discovered that the Quebec Spa Association also used “Stronger Together” and shared our philosophy, we decided to create a twinning.
It’s nearly impossible to develop a global physical network because members want to meet in person. However, sharing best practices, research, and talent is absolutely possible—just like our label, which also certifies establishments in Portugal and Spain, for example.
Spreading and uniting through sharing: that’s our goal every day—and it’s working well.
5. Today’s challenges
The wellness industry is undergoing profound changes. What are, in your opinion, the main challenges professionals must face today?
The vocation crisis! All these professions are driven by passion.
6. Beyond the Sky and Spa-A
Beyond the Sky is one of the few luxury private concierge services to be a member of Spa-A. What does this collaboration bring to the association, and how does it enhance the offerings for Spa-A’s members and partners?
It allows us to showcase our initiatives and the quality of Spa-A labeled establishments to your clients.
What does this collaboration bring to Beyond the Sky?
It provides quick access to a trusted network of high-quality providers.
7. The future of wellness
What is your outlook on the future of the wellness industry? What do you see as the major areas of innovation and change to come?
+8.5% annual growth—that speaks volumes! Wellness has never been more in demand because people understand it relates to health and prevention. Bio-hacking, longevity, AI, epigenetics, and social connection: all emerging fields.
What’s surprising is that it’s not just the “elderly” who are affected! The couch kills—a recurring topic at Spa-A, especially for Gen Z, who do everything from the couch or bed! This generation is facing new pathologies from inactivity. Awareness must start young.
Finally, I’d say the future of wellness lies in optimism! Joy and good humor. In a sometimes anxious world, the wellness industry is a release valve that allows us to take care of ourselves, gain perspective, and breathe.
At Spa-A, we love coming together and sharing our passion: people! You can only take care of others if you first feel well yourself.
This conversation with Marie-Paule Leblanc highlights the challenges of a fast-changing sector, driven by innovation, training, and the pursuit of excellence. Spa-A stands out as a central player in this dynamic landscape, and Beyond the Sky is proud to be part of it. Through its partnerships and tailored service, our concierge company continues to offer its members the finest wellness experiences, in France and internationally.
