Cindy Wolfe

I've been in my current position for 14 years at Hand and Stone, where I serve as Chief Experience Officer. My goal is to elevate the guest experience and make it the best hour of their month, creating that 5-star experience. Being an accounting major, I'm very analytical and strategic, and I love that we can use data to drive the guest experience through our extensive survey platform. Spa safety and security is a big focus for me - I co-founded the National Association of Spa Franchises and was a key developer in the employment verification system, which is a tool used to keep the industry as safe as possible. I have a compliance team and also work on customer service and customer experience. I spend a lot of time working with franchisees and our corporate team, reviewing key performance indicators in the guest experience and how they can drive business and ultimately drive sales. My most notable professional achievement is the contributions we've made to the safety of the massage industry through groundbreaking policies and protocols. We were the first to have the attention button under the tables, and through the employment verification system, we have made safety a priority. I think my financial background helped me to grow in my position because it was a unique combination - I had the business systems analyst background, I wrote a lot of manuals, I had writing skills, and also understood the accounting, so I could speak to our business owners in a language that they would understand and respect.