About Us

    FOUNDED IN 2003:

    Spaformation, founded by CEO Rob Cass, is a premier consulting and education firm dedicated to the spa and wellness industry. Known for their direct no-nonsense approach infused with joy, they deliver impactful solutions to industry professionals eager to drive meaningful change.

    With a background that includes leading one of Canada’s 50 Best Managed Private Companies, Rob launched SPAFORMATION to help individuals and teams achieve growth and success.

    Drawing on decades of experience in spa and hospitality management and development, SPAFORMATION offers strategic insights and guidance to business owners, corporations, and individuals. Their expertise spans both operational and supply chain aspects, providing a holistic understanding of what drives success—and what doesn’t.

    Trusted by industry leaders across North America and the Caribbean, SPAFORMATION is recognized for its deep market knowledge and track record of proven results. As a keynote speakers, authors, trainers, and college educators, they are committed to elevating standards in day spas, medical spas, resort spas, thermal spas, and destination spas. Their collaboration with top innovators fuels their passion for empowering others to excel in the competitive spa and wellness industry.

    ROBERT CASS

    Principal and Founder

    Rob is a native of Calgary, Alberta. Canada.
    He entered the tourism industry at the age of 12 and worked his way up through the various areas within hospitality industry including food and beverage, golf, ski, hotel, resort, salon and spa operations. His 23 years of experience of working with entrepreneurs has provided Rob the progressive and creative mindset required to make meaningful and productive change quickly and efficiently.
    In 1991, Rob was added to the management team at Hockley Valley Resort and over the next 12 years led the team in a transformation of a 28 room bankrupt inn, into an award-winning four season, 104 room, golf, spa, ski and conference resort facility. During his leadership as Vice-President and General Manager of Hockley Valley, the resort received numerous awards including multiple designations as one of Canada’s 50 Best Managed Private Companies award, regional business awards, several gold medals at culinary competitions, and medalist as the Best Resort Golf Course in Canada. Among the various boards and associations Rob has participated on, he was a Founding Member, Director and Vice-President of Spas’ Ontario, the Association of Premier Spas. Since then, Rob has worked with numerous organizations and shared his knowledge and experience to improve and expand their business. Rob has also expanded his hospitality knowledge by branching out into Time Share and Fractional Vacation Ownership field.

    On a personal level, Rob is strong believer in a personal wellness and a yogic lifestyle. As part of this commitment to wellness, Rob has earned his Yoga Teacher certification and is a certified Reiki and Thai Yoga Massage practitioner. Rob also trained under the watchful eye of renowned creator, trainer and facilitator of Shadow Work Facilitation™, Cliff Barry, where Rob achieved his Shadow Work™ Facilitator designation. Since then Rob has delivered, and led, numerous retreats, personal development groups, and individual sessions.

    In addition to teaching their own courses, Rob has taught at spa colleges, private facilities and acts as a keynote speaker at spa conferences across North America.

    With his extensive senior management and project experience, Rob continues to bring global perspective, combined with a focus on health and wellness, to his clients that ultimately provides outstanding results and long-standing benefits to their organizations.

    Book a Call with Rob

    ANTONELLA CALANDRA

    Consultant

    Antonella is a native of Windsor, Ontario, Canada

    Antonella joined the Spa and Wellness industry over 25 years ago. Her passion combined with diverse background in retail, business and operations management will be influential to creating unique solutions to maximize business growth and measured success.

     

    Antonella has an extensive background in the beauty and wellness industry.  She started her career on a global level working closely with senior management teams within destination resorts such as Four Seasons Hotel Tunis and Ritz Carlton, Paris. Her role was instrumental in the implementation and execution of intricate management software and booking platforms within operations.  She was recruited by Fairmont Hotels to launch Willowstream Spas across their luxury hotel portfolio.

    While developing the Willowstream brand she was Spa Director in Bermuda and then Sonoma, California.  Her strategic business and financial planning skills lead her to the position of Regional Business Director for a national distributor of multiple luxury beauty brands. She launched and developed programs for international brands such as Comfort Zone by Davines and Jane Iredale of Iredale Mineral Cosmetics.

    Antonella enjoys spending time with her family, friends and loves to cook.  She maintains a healthy and active lifestyle as a certified Spinning Instructor.  She also enjoys a variety of fitness classes including Hot Yoga, Body Pump and Bootcamp.  Antonella founded the charity organization Angels like Ava 11 years ago in honour of her daughter Ava.  The charity supports families of children with rare genetic disorders.

    Antonella has lead seminars and courses on Spa and Retail Management within local colleges.  She is an active member of PAC for the Esthetics Programs at Centennial College and St. Clair College.  She continues to share her passion for coaching and education throughout the health and wellness industry.

    Book a Call with Antonella

    FORMING THE LINKS TOWARDS POSITIVE CHANGE!

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    OUR PRINCIPLES

    At the heart of our spa consulting and training company is a deep-rooted belief in the transformative power of personalized service, expertise, and mindful intention.

    Our vision is to be the guiding link that fosters positive change, growth, and success for our clients. By combining intimate knowledge of the spa industry with a commitment to excellence, we empower businesses to achieve their goals while creating meaningful, lasting impacts.

    We operate with the philosophy that success stems from genuine connections and thoughtful actions. Through every interaction, we aim to inspire confidence, nurture progress, and provide the tools needed to thrive in an ever-evolving industry. Guided by our motto, “Forming the links to positive change,” we are dedicated to building stronger, more resilient spa businesses while fostering innovation and care in all that we do.

    OUR CORE VALUES

    These core principles are the foundation of our personal and professional practices:

    Commitment: From the initial consultation to the completion of every project, we remain focused on supporting our clients’ success with unwavering dedication.

    Integrity: Honesty and fairness are at the core of our decision-making, ensuring that every action is in the best interest of our clients and their businesses.

    Caring: We listen to our clients, respect their unique needs, and create a healthy, positive environment where collaboration and understanding thrive.

    Through these values, we aim to not only elevate spa businesses but also cultivate meaningful relationships that stand the test of time.

     
    CLIENT CONFIDENTIALITY

    Aformation Inc. d.b.a. Spaformation and Salon Prophets, is proud of our service reputation to the spa, salon and wellness industry. All inquiries regarding any of our consulting, marketing, coaching, or training services are treated in complete confidence. We advocate the use of Confidentiality and Non-Disclosure Agreements, and respect the privacy of each of our client’s and prospective clients’ situations, systems, and information.

    WEBSITE PRIVACY

    We respect your privacy. Spaformation is committed to maintaining your confidence and trust, and, accordingly, maintains the following privacy policy to protect the personal information you provide to us online:

    Any information you give to Spaformation will be held in strict confidence and will not be used in way that you have not consented to.

     
    • Email: If you choose to e-mail us and provide personally identifiable information about yourself, we will not use the information for any purpose other than to respond to your inquiry.
    • Resale or Disclosure of Information to Third Parties: Spaformation does not sell, rent, loan, trade or lease any personal information collected at our site.
    • Browser Information Collected on the Website: Our website logs are not personally identifiable and we make no attempt to link them with the individuals that actually browse the site.
    • Use of cookies: We do not use cookies on this site.