Antonella Calandra is a seasoned Business Coach and Consultant in the beauty and
wellness industry, known for her ability to transform spa operations and drive sustainable
growth. She partners with spa owners, medical aesthetic clinics, and wellness
entrepreneurs to strengthen business performance, enhance client experiences, and
implement future-focused strategies.

With over two decades of global experience, Antonella has held senior leadership roles
within renowned luxury hospitality brands. She was instrumental in launching the Willow
Stream Spa brand across Fairmont Hotels, where she held senior management positions
in Bermuda and Sonoma, California. She also served as Spa Director at Hockley Valley
Resort, overseeing full-scale operations and team development.

Antonella began her career working alongside senior executives at prestigious
destination resorts such as Four Seasons Hotel Tunis and The Ritz-Carlton, Paris. Her early
work focused on the implementation of complex booking platforms and management
software; laying the groundwork for her systems-driven approach to operational
excellence.

Her strategic acumen and results-oriented mindset later led her to a national leadership
role as Regional Business Director for a luxury beauty brand distributor, where she
successfully launched and developed international luxury skincare brands within
Ontario and Quebec; including Comfort Zone by Davines, NuFace and Jane Iredale
Cosmetics.

Today, Antonella provides customized consulting solutions, team workshops, and oneon-
one coaching, offering expertise in areas such as brand development, team
leadership, customer experience, service menu innovation, and advanced technology
integration. Her passion and deep-rooted knowledge continue to drive the growth and
success of spas and clinics across North America.

Antonella Calandra is a seasoned Business Coach and Consultant in the beauty and
wellness industry, known for her ability to transform spa operations and drive sustainable
growth. She partners with spa owners, medical aesthetic clinics, and wellness
entrepreneurs to strengthen business performance, enhance client experiences, and
implement future-focused strategies.

With over two decades of global experience, Antonella has held senior leadership roles
within renowned luxury hospitality brands. She was instrumental in launching the Willow
Stream Spa brand across Fairmont Hotels, where she held senior management positions
in Bermuda and Sonoma, California. She also served as Spa Director at Hockley Valley
Resort, overseeing full-scale operations and team development.

Antonella began her career working alongside senior executives at prestigious
destination resorts such as Four Seasons Hotel Tunis and The Ritz-Carlton, Paris. Her early
work focused on the implementation of complex booking platforms and management
software; laying the groundwork for her systems-driven approach to operational
excellence.

Her strategic acumen and results-oriented mindset later led her to a national leadership
role as Regional Business Director for a luxury beauty brand distributor, where she
successfully launched and developed international luxury skincare brands within
Ontario and Quebec; including Comfort Zone by Davines, NuFace and Jane Iredale
Cosmetics.

Today, Antonella provides customized consulting solutions, team workshops, and oneon-
one coaching, offering expertise in areas such as brand development, team
leadership, customer experience, service menu innovation, and advanced technology
integration. Her passion and deep-rooted knowledge continue to drive the growth and
success of spas and clinics across North America.

SPAFORMATION, founded by CEO Rob Cass in 2003, is a leading consulting and education firm specializing in the spa and wellness industry. Known for his direct, no-nonsense approach—delivered with humor—Rob helps spa professionals cut through complexity and drive meaningful results.

With decades of experience in spa and hospitality management and development, Rob brings deep expertise across operations, supply chains, and strategic growth. He previously helped lead one of Canada’s 50 Best Managed Private Companies before launching SPAFORMATION to elevate performance across the industry.

Trusted by spa leaders throughout North America and the Caribbean, Rob is a keynote speaker, author, trainer, and college educator committed to raising standards in day spas, medical spas, resort spas, thermal spas, and destination spas.

SPAFORMATION, founded by CEO Rob Cass in 2003, is a leading consulting and education firm specializing in the spa and wellness industry. Known for his direct, no-nonsense approach—delivered with humor—Rob helps spa professionals cut through complexity and drive meaningful results.

With decades of experience in spa and hospitality management and development, Rob brings deep expertise across operations, supply chains, and strategic growth. He previously helped lead one of Canada’s 50 Best Managed Private Companies before launching SPAFORMATION to elevate performance across the industry.

Trusted by spa leaders throughout North America and the Caribbean, Rob is a keynote speaker, author, trainer, and college educator committed to raising standards in day spas, medical spas, resort spas, thermal spas, and destination spas.

I’m a stylist with serious fun loving scissors skills and a Suki’s-trained brain that lives for clean lines, perfect balance, and precision “This industry doesn’t just give you what you want—it gives you the power to create, to inspire, to transform lives.

I love the shag haircut, it’s bold, it’s playful, it’s a canvas for creativity and fun”

With over 20 years in the beauty industry as a colourist and makeup artist, Ashley brings a vibrant blend of experience, creativity, and leadership to Salons in Vancouver, Canada. She began her journey with us as an eager Apprentice and has since grown into the role of General Manager, Artistic Team Director, and Principal Colour Instructor at Suki’s Academy.

Ashley’s passion for colour has taken her across North America and Europe for advanced training. In 2016, she earned national recognition by winning the prestigious L’Oréal Professionnel Color Trophy, representing Canada on the international stage.

Today, she continues to innovate and inspire as a National Portfolio Colorist for Goldwell Canada.

Instagram: @ash.hood.hair

Darian helps small businesses grow big dreams. As the founder of Jelly Digital Marketing & PR and Jelly Academy, he’s trained thousands of entrepreneurs to boost their online presence, attract new customers, and feel confident using digital tools.

From SEO to social media to all things Google, Darian’s workshops make marketing fun, practical, and full of “aha!” moments that help business owners level up and love the journey.

Darian helps small businesses grow big dreams. As the founder of Jelly Digital Marketing & PR and Jelly Academy, he’s trained thousands of entrepreneurs to boost their online presence, attract new customers, and feel confident using digital tools.

From SEO to social media to all things Google, Darian’s workshops make marketing fun, practical, and full of “aha!” moments that help business owners level up and love the journey.

Tracy McArthur is a speaker, mentor, and certified business coach.

President of Business Beauty TM and founder of the Business Beauty Academy, a virtual school specialized in the business aspect for entrepreneurs in the beauty industry.

In 1988, Tracy was entrusted with the task of turning around a financially struggling beauty salon. Through the development and creation of an elaborate plan, she managed to accomplish this mission in just three months. Following this success, she was given the same challenge for several other beauty salons.

Then, in 1991, she chose to apply her skills by launching her own business in the beauty industry, which she managed as an owner for 23 years.

She is dedicated to teaching and guiding professionals in the field towards growing their businesses and becoming top-notch entrepreneurs.

Over the past few years, she has trained and supported hundreds of entrepreneurs, enabling them to reach their full potential and achieve levels of excellence beyond their expectations!

Entrepreneurship has been in her veins since a very young age, and one of her greatest strengths is her ability to quickly conduct a thorough analysis of a business, identifying strengths and areas for improvement, thus enabling the owner to immediately access a plan to accelerate business growth.

Her contribution to the beauty industry is more than a passion; it’s a life mission!

Tracy McArthur is a speaker, mentor, and certified business coach.

President of Business Beauty TM and founder of the Business Beauty Academy, a virtual school specialized in the business aspect for entrepreneurs in the beauty industry.

In 1988, Tracy was entrusted with the task of turning around a financially struggling beauty salon. Through the development and creation of an elaborate plan, she managed to accomplish this mission in just three months. Following this success, she was given the same challenge for several other beauty salons.

Then, in 1991, she chose to apply her skills by launching her own business in the beauty industry, which she managed as an owner for 23 years.

She is dedicated to teaching and guiding professionals in the field towards growing their businesses and becoming top-notch entrepreneurs.

Over the past few years, she has trained and supported hundreds of entrepreneurs, enabling them to reach their full potential and achieve levels of excellence beyond their expectations!

Entrepreneurship has been in her veins since a very young age, and one of her greatest strengths is her ability to quickly conduct a thorough analysis of a business, identifying strengths and areas for improvement, thus enabling the owner to immediately access a plan to accelerate business growth.

Her contribution to the beauty industry is more than a passion; it’s a life mission!

We be crazy…. equal parts precision and creativity, I like blending serious skill with a fun, a playful spirit, and just the right amount of hair-obsessed energy.

Hair extensions have been a complete game changer for me—not just creatively, but financially. Instead of packing my days with endless appointments, I get to deliver high-impact transformations that truly change how my clients feel about themselves—and that value is reflected in my business.

This industry is powerful. It rewards skill, intention, and passion. Hair extensions aren’t just a service; they’re an opportunity to build freedom, confidence, and sustainability in your career. I’m endlessly grateful to be part of an industry that allows me to do what I love, elevate others, and create a life I’m proud of. I’m so incredibly blessed to be here.

Cristina Tocaj is a Vancouver-based stylist and educator at Suki’s Salon, known for blending technical precision with creative artistry. With a background in Civil Engineering and over seven years of professional experience, she brings a structured, intentional approach to modern hair education—bridging the salon floor, the stage, and the classroom with confidence and heart.

Sassoon-trained and internationally certified in styling and updos, Cristina specializes in men’s and women’s precision cutting, creative styling, updos, and barbering. An ESI Beauty Expo presenter and educator from 2023 to 2026 across Vancouver, Toronto, and Calgary, and a hairstylist for Vancouver Fashion Week, she is passionate about sharing practical, camera-ready techniques that empower stylists to elevate their craft.

Known for her positive, magnetic energy, Cristina creates an inspiring learning experience that builds confidence, sharpens skills, and leaves artists excited to grow.

Instagram: @crisie_tocaj