23 May 2024 World leisure: news, training & property
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Spa Business
2023 issue 3

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Leisure Management - Veronica Schreibeis Smith

Spa People: 20th anniversary issue

Veronica Schreibeis Smith

Consumers will be free-range humans, wilding urban scapes and adding a 'Spabucks' on every corner

Veronica Schreibeis Smith, Vera Iconica Architecture photo: Dan Krauss Photography
The Vera Iconica team has launched a wellness real estate company photo: Taylor Glenn
Design is about the experience the brick creates, rather than the brick itself, says Schreibeis Smith photo: Vera Iconica/ Blok Studios

What’s been your biggest life lesson?
Learning that design is about people. It’s about the experience the brick creates rather than the brick itself. It’s also about the journey of taking an initial vision that has no shape or form and collaborating with the bigger team – co-creators are crucial – to manifest the project in a way that will have a meaningful impact on people’s lives. This is no small feat and where the joy lies!

What do you still hope to accomplish?
We’re expanding the solutions we offer by launching two sister companies that empower people to live optimally.

Vera Iconica Developments will build wellness real estate that creates environments for communities to thrive.

The second company, Vera Iconica Wellness Kitchen®, has reimagined the design and use of kitchens to bring higher nutritional value and mindfulness rituals into daily life.

These companies along with our architecture and interior design firm can operate independently and be vertically integrated to fuel healthier, more conscious behaviours that enhance our quality of life.

What innovations can we expect in the future?
Pods and kits, such as a row of saunas, cryotherapy or hyperbaric chambers, which can be personalised according to medical history and biometric data.

What do you wish had been invented?
An anti-ageing serum … that works.

What trends are impacting our industry?
A search for healthy entertainment which leaves you feeling happier with increased vitality.

How do you hope the industry will look in 2050?
We all know we need to exercise. The US Center for Disease Control states that current medical science shows 150 minutes of moderate-intensity physical activity and two days of muscle-strengthening activity result in physical health. In 2050, such general knowledge and advice from expert institutions will give us similar guidelines for self-care in spa-like environments.

What radical changes can you imagine?
Focused on connections to the natural world and with a blatant disdain for the superficial and mass-produced, consumers will be free-range humans, wilding communities and urban scapes and adding a ‘Spabucks’ on every corner.

Birthday message to Spa Business

"Spa Business is my navigational beacon, allowing me to keep my finger on the pulse of the industry"

More from spa industry leaders...

In celebration of Spa Business’ 20th anniversary, industry leaders take a look at how far the sector has come since the magazine’s inception in 2003, share personal career highlights and reveal their plans and ideas for the future.

View next: Ana Crawford

Originally published in Spa Business 2023 issue 3

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