SPA Renata França

CULTURE OF EXCELLENCE Synonymous with immediate-result aesthetics worldwide, the Renata França Method is present in 56 countries and boasts over 13,000 therapists trained in the technique. Guido Pavan, CEO of the Spa Renata França Group, spoke to Go Where Business about some of the pillars that have led the brand to become a global reference in the sector, functioning across all 56 countries where therapists trained in the Method are located. The Renata França Method has revolutionized the world of aesthetics through its massage protocols. What factors were crucial for the brand to reach this level of excellence? All massage protocols created by Renata França feature rhythm, pressure, maneuvers, and pumping completely different from those on the market and deliver recognizably distinct results. The great challenge, however, was scaling this so that the result was standardized. The most obvious path would have been a conventional franchise model, but we concluded that there would be a loss in the quality of delivery. Thus, we developed a specific education model, where all courses occur in person, allowing us to work in-depth on the technical part. Therefore, every client seeking a therapist trained in the Renata França Method knows they will always find a qualified professional. Regarding the exportation of the Renata França Method - which has gone global and is present in over 50 countries - what were the paths taken, as well as the challenges? The internationalization process began with Portugal, precisely because of the country's connection to the language. Then came other countries, such as Spain, France, Italy, England, and Switzerland. Our biggest challenge was conducting the courses in the local language and continuing to offer adequate support to those trained in the Method. Currently, we have teams that conduct courses and teams dedicated to providing support in English, French, Italian, and Spanish. Additionally, our website features the Find Your Therapist tool, which works for all 56 countries where there are therapists trained in the Method. The luxury market demands quality at all levels. Is the logic of excellence something worked on in the courses? How so? We often say that if it was good, it was terrible. It needs to be incredible, excellent. And this culture is experienced by every company employee and encompasses all professionals trained in the Method. The luxury market is very sensitive to details. Customer loyalty is not related to price but to a complete experience. It's necessary to enchant and surprise the client, always. How is support established for those trained in the Method? We've developed the notion that the entire company should be a great support for the therapists trained in the technique. Naturally, we have a very strong focus on technical support, as well as on the refresher courses, which are also free. But we go much further. We clarify doubts related to any stage of the process, which guarantees the standard of excellence we deliver. What investments are made by the brand to maintain the standard of excellence of these 13,000 professionals? Our biggest investment is related to post-course support. We often tell everyone who takes our courses that our story begins when the course ends. Therefore, whatever support is needed, it needs to be effective and quick. Many companies treat after-sales as an expense, but for us, it is an essential investment. We believe that this is the only way we can continue delivering the expected result, both for those trained in our technique and for those receiving the massage. How was this new project, the MBA in Aesthetic Business Management, created? For us, it was a quite logical and natural path. We went from being a reference in Brazil to a global reference in the aesthetics market, but we were still limited to those seeking certification in our massage technique. With the MBA, in addition to having the opportunity to delve into topics related to Business, we can also bring knowledge to other professionals linked to aesthetics, such as dermatologists, estheticians, and entrepreneurs who operate in this segment in general. What are the main characteristics and benefits that the MBA in Aesthetic Business Management brings to the market? The first major differentiator of our MBA in partnership with Trevisan is that it's 100% business-oriented. We built the class content based on what we believe was fundamental to the success of the Spa Renata França group. Thus, the MBA is divided into four major modules: Organizational Management, focused on entrepreneurship, people management, and assertive communication; Marketing and Business Intelligence, which covers digital marketing, marketing 4.0, sales management, and market intelligence; Business and Client Management, addressing, among other topics, Excellence in Service and Strategic Planning. Finally, Financial Management/Governance and Processes, which includes Aesthetic Legislation, Pricing, and Corporate Finance. You mentioned that the MBA learning process includes concepts and practices that allow thinking and acting strategically. Do you have feedback from students saying they apply what they learn in their daily lives? We believe that theory and concepts are only valid if they can, in fact, be applied in practice. This should be a rule for any MBA. Our goal, when creating each content for the 460 hours of the MBA