In this exclusive CanadianSME Small Business Magazine interview, Lindsay Moore, Founder and CEO of Elite Spa Group, reveals how her passion for thoughtful service and personal connection has helped redefine the luxury spa experience in Ontario. Drawing on nearly three decades in the beauty and wellness industry, Lindsay champions the belief that genuine hospitality and attention to detail are what truly set great businesses apart. Her commitment to guest care, team culture, and lasting relationships forms the foundation behind a brand that turns everyday moments into memorable experiences.
Lindsay Moore is the founder and CEO of Elite Spa Group, a luxury spa brand in Ontario, Canada known for redefining what it means to deliver exceptional guest experiences. With nearly 30 years of experience in the beauty and wellness industry, Lindsay is passionate about revitalizing the lost art of customer service. She has built her business around small, thoughtful details that foster loyalty and create meaningful connections.
What inspired your commitment to redefining customer service standards in the spa industry, and how do you ensure this remains central as Elite Spa Group grows?
What inspired me was noticing how often customer service is treated as secondary, even in industries built on care and connection. Early in my journey, I realized that while treatments and results matter, what people remember most is how they feel. That feeling of being noticed, cared for, and genuinely welcomed is what creates loyalty and sets a business apart. For me, mastering the art of service became non-negotiable — it’s the heartbeat of everything we do.
As Elite Spa Group grows, I make sure this commitment doesn’t get diluted. It’s woven into our training, our team culture, and our systems. We don’t see service as an “extra”; it’s the foundation. From how we onboard new staff, to the details in our guest experience, to how we celebrate team members who go above and beyond — it’s all about keeping service at the center. That’s what ensures consistency as we expand, and it’s why our guests come back and refer others.
Can you share some pivotal moments or challenges from your journey, and how these shaped your approach to leadership and building resilient teams?
One pivotal moment for me was leading through the pandemic. Like many business owners, I faced fear and uncertainty almost daily. What I discovered in myself during that time was just how much I value consistency — both for my team and for our guests. The instability of those months made me realize how vital it is to create something steady and reliable in an unpredictable world.
From that experience, the idea of our membership program was born. It became more than a business strategy; it was a way to provide ongoing support and connection for our guests, while also giving our team a sense of stability.
That season taught me that resilience as a leader isn’t about pretending you’re not afraid — it’s about channeling challenges into solutions that strengthen everyone involved. It shaped my approach to leadership as one centered on consistency, communication, and creating systems that carry us through the unexpected.
In a competitive luxury market, what actionable steps do you take to consistently elevate the guest experience so it becomes your brand’s strongest differentiator?
In a luxury market, the treatments themselves may look similar — but the intentions behind them are what truly set us apart. From day one of training, we emphasize that our focus is not only what we do, but why we do it. Every member of our team is chosen not just for their skill, but for their mindset. We believe that for the one hour a guest is with us, it is entirely about them — not us.
That philosophy shapes how we greet, how we listen, and how we anticipate needs before they’re voiced. It’s in the small touches that create a feeling of genuine care and connection.
We also keep service alive in our culture — through ongoing training, feedback loops, and celebrating when team members go above and beyond. By leading with intention and consistency, guest experience becomes more than a service — it becomes the memory that keeps people returning time and time again.
How do you integrate technology and modern wellness trends while preserving the genuine, personalized care that defines Elite Spa Group?
I’ve never been someone who gets distracted by the latest bells and whistles. I stay aware of new technologies and trends, but I only adopt them when I can see that they truly work and either make systems more seamless, save time, or enhance the guest experience. They will never replace what we as humans — aestheticians, wellness providers, and spa therapists — are capable of doing.
At Elite Spa Group, technology is there to support, not overshadow. For example, digital tools may make booking or treatment customization easier, and advanced facials can deliver incredible results, but the heart of the experience is still in the care, touch, and presence of the provider. That balance ensures our guests benefit from modern advancements while still feeling genuinely cared for, which is what keeps our brand authentic and personal.
What is the single most important piece of advice you would offer fellow small business owners striving for sustainable growth and loyal clientele in today’s service-driven economy?
If I’m honest, my advice comes with a dose of reality. As business owners, it’s easy to get caught up in the illusion of success and how effortless it can look from the outside. The truth is, there will be highs and extreme lows, and you need to stay adaptable. At times you may systemize yourself out of a role, only to be drawn back in so deeply that you wonder what it’s all for.
What carries you through those moments is remembering why you started. For me, that purpose grew into restoring the lost art of customer service. We are not selling spa services, we are selling guest experiences. It grounds me to know that I have the power to impact someone’s day in a meaningful way. That is an incredible gift — one I don’t take for granted or take advantage of. It keeps me fighting.
