Editorial Board   

Ms. Bulls Dixon

Gayle Bulls Dixon

Owner/Founder, Breathe Spa Management Company

As a former Fortune 100 executive, leadership consultant and entrepreneur, Gayle Bulls Dixon's business acumen and wellness philosophy find an uncommon melding in the Breathe Spa concept, which she created in 2002. Already a partner in Dixon Entities, which owns and manages real estate investments including the Daufuskie Island Resort & Breathe Spa off the coast of Hilton Head Island, South Carolina, Ms. Dixon was perplexed to find a lack of qualified spa management companies that satisfied her requirements for service, partnership, vision and profitability. Shortly after opening the Breathe Spa at the exclusive Daufuskie Island Resort, Ms. Dixon began receiving requests for spa management assistance from other resort owners. "It became apparent that there was significant interest in the Breathe Spa concept, as well as in a spa management company that focused on both impeccable service and profitability," she says. "I created Breathe Spa Management Company (BSMC), which is a full-service destination spa and spa management company because the market led me to do so. It is successful because I have both the financial and management background to lead the team that I have assembled, consisting of great leaders with direct experience managing upscale spas." Ms. Dixon's professional background includes executive level positions in the U.S., London and Venezuela with international corporations like AT&T, IBM and Qwest. She also founded Learning, Inc., a consulting firm specializing in leadership and corporate reorganizations, in 1996. In addition to the executive roles in BSMC and Dixon Entities, Ms. Dixon presents to and is involved with business and women's organizations, and she recently spoke at the 2004 China-U.S. Women's Leadership Conference in China. She is anticipating the release of her first book in 2005, which examines how women business leaders can best focus their feminine strengths to their advantage in a male-dominated business climate. She also has a television pilot in the works which explores various aspects of increased spirituality. Ms. Dixon received a bachelor's degree in management from California Coast University; a mini-MBA from Wharton School of Business at the University of Pennsylvania, and is a graduate of the Entrepreneur's Program of Southern Methodist University in Dallas. She resides with her husband Bill in the San Francisco Bay area.

Ms. Bulls Dixon can be contacted at 415-789-5224 or gayledixon@dixonentities.com

Coming up in July 2019...

Hotel Spa: Pursuing Distinction

The Wellness Movement continues to evolve and hotel spas continue to innovate in order to keep pace. Fueled by intense competition within the industry, hotel spas are seeking creative ways to differentiate themselves in the market. An increasing number of customers are searching for very specific, niche treatments that address their particular health concerns and, as a result, some leading spas have achieved distinction by offering only one specialized treatment. Meditation and mindfulness practices are becoming increasingly mainstream as are alternative treatments and therapies, such as Ayurvedic therapies, Reiki, energy work and salt therapy. Some spas specialize in stress management and offer lifestyle coaching sessions as part of their program.  Other spas are fully embracing new technologies as a way to differentiate themselves, such as providing wearable devices that track health and fitness biomarkers, or robots programmed with artificial intelligence to control spa environments, or virtual reality add-ons that transport guests to relaxing places around the world. Some spas have chosen to specialize in medical procedures such as liposuction, laser skin therapy, phototherapy facials, Botox and facial fillers, acupuncture and permanent hair removal, in addition to cosmetic body shaping procedures and  teeth whitening treatments. Similarly, other spas are offering comprehensive health check-ups and counseling services for those who are interested in disease prevention treatments. Finally, as hotel spas continue to become more diverse, accessible and specialized, there is a growing demand for health professionals with a specific area of expertise. There is a proliferation of top class, quality wellness practitioners who make a name for themselves by offering their services around the globe, including athletes, chefs, doctors, physical trainers and weight loss specialists. The July issue of the Hotel Business Review will report on these trends and developments and examine how some hotel spas are integrating them into their operations.