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.