Instructors
Christina Stratton
Founding Partner
Christina Stratton's passion for the spa industry began while she was on tour, opening for bands like the Backstreet Boys and N'SYNC. During her career in the music industry, Christina was treated to some of the finest spas in North America,, allowing her to fall in love with the spa experience. Her band, International Five was her brainchild and she negotiated several sponsorships with mass market product lines and coordinated media events and marketing collateral. Prior to developing spas, Christina utilized her marketing and branding expertise to develop skin and body care products. Her marketing and brand development expertise now provides resort spas, property development spas, day spas, and medical spas with the tools needed to create memorable and successful brands that elicit loyalty and differentiation. Christina's dedication to the guest experience creates spas that interact with each sense, delivering a sensory journey committed to enhancing the brand of the spa. Christina believes that developing a marketable spa with a consistent emphasis on the guest experience is paramount for success. She teaches retailing, marketing and branding, and spa management classes throughout the country and at Privai Academy.
Ilana Craig
Founding Partner
Ilana Craig's extensive background in spa operations and development have provided resort spas, property development spas, medical spas, and day spas, with the support and expertise they need to execute a successful spa concept. As a former spa director, she understands first hand the multiple moving parts of spa operations. Her expertise in developing spas that seamlessly weave the spa concept throughout the design, spa operations, employee training programs, product selection, and menu design have created environments where superior spa experiences are commonplace. With a comprehensive understanding of financial accounting for spas, Ilana develops financial foundations that are solid and poised for success. She is passionate about education and dedicated to elevating the professionalism of the spa industry by teaching spa management classes, spa business operations, workshops, and massage therapy modalities throughout the country and at Privai Academy. Ilana Craig believes that a successful spa depends on the commitment to a sound business model, a highly trained and dedicated team, and a spa concept executed through operative excellence.
Skip Williams
Resources and Development
Mr. Williams’ experience as a Spa Director and his direct involvement in various capacities in the opening of several Day and Resort Spas results in a combination of expertise and experience beneficial to any organization. In addition he is very active in the continuous education efforts and research in the industry. He presently sits on the advisory board, for the Day Spa Association where he contributes time to our industry through published studies and education.
Mr. Williams has been a recognized contributor to trade journals such as Spa Management, Dermascope, Les Nouvelle Esthetique and Dermasthetic. Additionally he has participated as a speaker-educator for Spacifically, International Congress of Esthetics, Face & Body, and Day Spa Expo educational programs. Professional and consulting experience includes, but is not limited to such companies as; Mount View Spa, The Ritz-Carlton Hotel Co., Rosewood Hotels & Resorts, H.E.A.T. Spa-Kur Therapy Development Inc, Mirbeau Inn & Spa, Spa Hibiscus at Embassy Suites, Waters Edge Medical Spa and The Lodge at Eagles Nest.
Darinda Davis
National Director of Education
Darinda Davis orchestrates the standards of training and curriculum for massage and esthetics. Her dedicated leadership provides thorough training programs and curriculum for educational institutes as well as spas. As a licensed massage therapist and esthetician, Darinda offers expertise in implementing operational systems as well as developing training programs that build upon the brand. She specializes in creating classes that offer comprehensive learning objectives and outcomes and consistently attracts a high caliber student following.
Her passion for the spa industry permeates through her unyielding work ethic and dedication to teaching excellence.
