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Cheryl Sott

Spa Consulting and Spa Asset Management

Mobile, Alabama, United States
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An expert in hospitality spa: optimizing finances, operations, and guest experiences. Trusted by owners, investors, and management for stellar results.

Key Consulting Services

  • Spa Revenue Maximization
  • Spa Operational Optimization
  • Spa Audit™ (Custom Strategic and Tactical plan)
  • Guest Experience Enhancement
  • Spa Menu Engineering


Cheryl Sott is known for maximizing financial performance, operational excellence, and guest experience enhancement within the spa hospitality industry. Her expertise in spa asset management has earned her recognition among ownership groups, investors, and management firms alike, making her a trusted partner in achieving unparalleled results in the spa hospitality landscape. In her 25 years in the spa industry, she has worked with luxury spa hotels and casinos and independent properties, including Four Seasons, Fairmont, Westin, and MGM Properties improving the top and bottom line and everything in between. Cheryl's methodology includes her proprietary Spa Audit™, a powerful tool in exposing gaps, uncovering opportunities, and maximizing spa performance while assisting with fiduciary obligations. This multi-phase process combines decades of perfected methods from both inside and outside the spa industry to ensure assets perform at their best, examining the spa from guest, operational, and financial perspectives to formulate initiatives that achieve goals.


  • Cheryl's journey in the hospitality industry began in 1999, after a decade on Wall Street where she was an asset manager and strategist with over $300 million under management, when she pioneered the first luxury mass customization brands in the hospitality and wellness sector. In a short time she grew her client portfolio to 150 luxury hotel properties, primarily in pre-opening and relaunch phases. Then in 2015, recognizing the need for specialized expertise in spa, that blends both the strategic and tactical, Cheryl founded the first asset management firm that specialized in spas. In this role, she developed the first data and experience driven spa audit, to facilitating the turnaround of struggling spas and further improving top performers. By maintaining an outsider perspective Cheryl has been able to help clients capitalize on opportunities and achieve their goals. Her leadership roles include serving as Vice President of Asset Management at Trilogy Spa Holdings, where she built and led the spa asset management division of a boutique firm. Chief Executive of Aromapothecary, the first AI driven wellness brand, and Corporate Vice President at PaineWebber as a strategist and asset manager. Cheryl's innovative solutions and collaborative approach elevate hospitality performers beyond industry benchmarks by translating her business acumen in a high touch industry.


Professional & Other

Cheryl holds a Bachelor of Arts from New York University in Business and English Literature, complemented by certificates in Hospitality Marketing from Cornell University School of Hotel Administration and Lean Six Sigma.

Her contributions extend beyond her professional endeavors, with appointments to various advisory boards, memberships in esteemed industry associations and mentorships, including the Global Wellness Institute where she is a member of the AI Initiative team and Spa & Wellness MexiCaribe where she is a founding member on the Expert Panel. Cheryl's dedication to the spa and wellness sector has earned her recognition as the Spa Person of the Year by The Day Spa Association.

Industry Associations

Cheryl's Latest Articles & Case Studies

Cheryl Sott

Spa Revenue Management: The Art of Pricing Optimization for Spa Services

By Cheryl Sott May 17, 2024

Effective pricing strategies are the cornerstone of spa revenue management. While price controls are still largely a manual endeavor in the spa...

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