We’re excited to introduce you to the always interesting and insightful Gigi Rock. We hope you’ll enjoy our conversation with Gigi below.

Gigi, thanks for joining us, excited to have you contributing your stories and insights. Coming up with the idea is so exciting, but then comes the hard part – executing. Too often the media ignores the execution part and goes from idea to success, skipping over the nitty, gritty details of executing in the early days. We think that’s a disservice both to the entrepreneurs who built something amazing as well as the public who isn’t getting a realistic picture of what it takes to succeed. So, we’d really appreciate if you could open up about your execution story – how did you go from idea to execution?

I have always been a connector. I am passionate about helping others, creating new ideas and businesses, and working with others who need help.

But when COVID-19 raised its ugly head, I knew something needed to be done to help those looking for healing, whether physical or spiritual. Post-COVID brought out people’s fear. I knew this was a respiratory issue, and I knew the benefits of halotherapy (salt therapy). I also knew a salt room was wasted in a forgotten spa, so I took the chance. I contacted the owners and negotiated a deal for the salt room, but an entire spa came with that; that was scary, but I knew I could make it work; I just had to figure it out.

After careful consideration, my spa became a cooperative oasis, inviting like-minded entrepreneurs and practitioners to share their gifts harmoniously. This gave other like-minded entrepreneurs a chance to build their businesses while building a team to work with.

I started the venture in December 2020 and then just started advertising space was available to rent. I went to consignment shops to purchase furniture and items to decorate my new space. As you step through our doors, leave the familiar behind. We offer massages and a journey across the globe within our walls. From the soothing shores of the Ocean to the mystical sands of Egypt, the serene gardens of Asia, and even a whimsical fairy room, we have crafted spaces that transcend the ordinary. Forget the ubiquitous spa palettes; our spaces are inspired by the world’s beauty and diversity, reflecting the vibrant spirit of Sedona yet standing distinctly apart from it.

I opened the doors to the spa on April 1, 2021, and on April 3, 2021, I went on vacation. I had pushed for three months to fill rooms, get therapists, and get marketing out, and it was overwhelming. I had to reset for what was about to come.

I poured my heart and soul into creating a spa that goes beyond the conventional. It is a place not just for relaxation but also for rejuvenation of the spirit. A visit to our spa is an escape to a world where care, community, and connection flourish.

We do have your regular modalities, like most spas, but we have personal care for our clients, whether locals or first-time visitors to Sedona. We take time with them, talk, laugh, and build rapport. Most spas seem to book back-to-back to fill the calendar, and then they don’t take the special care some clients need. Most of our clients have created their packages at the spa, and we thrive on their wants and needs and make them happen. When you enter the spa, it looks like a living room with a big sofa and chairs, where we sit and have tea or water. Music is playing in the background, and we connect.

We have been in business for three years; we continue to learn and grow as our clients’ needs do.

We look forward to welcoming our guests and sharing the magic of our space. Let’s celebrate wellness, creativity, and the joy of new beginnings together.

Gigi, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

I have a deep connection to ancient healing practices and a genuine desire to support others on their healing journeys. With my expertise in herbalism and cultural anthropology and my commitment to honesty and authenticity, I and the team have a unique opportunity to create a space beyond a traditional spa—a sanctuary for holistic healing and transformation.

My lineage of herbalists goes back generations, and from my experiences working with indigenous medicine practitioners, I and the practitioners at Sedona Infinity Spa have a wealth of knowledge and wisdom to offer our clients. By blending ancient healing techniques with modern understanding and cultural sensitivity, we provide a genuinely holistic approach to wellness that addresses the physical, emotional, and spiritual aspects of healing.

My Master’s Degree in Cultural Anthropology enriches my understanding of diverse healing practices and underscores respect for different cultures and traditions. By continuing to learn from indigenous elders and sharing stories and practices, I honor their wisdom while contributing to preserving and appreciating indigenous knowledge.

I am committed to honesty and authenticity is a cornerstone of the Sedona Infinity Spa. Clients trust us because they know we have their best interests at heart and that we will provide them with honest guidance and support on their healing journey. My role as a conduit for transformation reflects a deep humility and respect for the healing process, recognizing that true healing comes from within and that my role is to facilitate and support that process.

In creating a space for healing post-COVID, we have the opportunity to offer not just physical rejuvenation but also emotional and spiritual nourishment. By integrating herbal remedies, ceremonial rites, and ancient healing practices into your offerings, we provide a comprehensive approach to wellness that addresses each individual’s unique needs.

Any insights you can share with us about how you built up your social media presence?

First, I have to say that it wasn’t me who continued to build our brand on social media. I give a HUGE appreciation and shoutout to my daughter, Athyna Rock, and Melina Fuhrmann, Reiki Master Teacher in social media marketing.

Here’s how we as a team have leveraged social media to elevate our brand:

1. Recognizing the skills and knowledge of Athyna Rock and Melina Fuhrmann in marketing and social media was a crucial first step. Surround yourself with professionals who excel in these areas; you set the stage for success.

2. Trusting professionals to take the lead in social media marketing was wise. Delegating tasks to those who are knowledgeable and experienced allows you to focus on what you do best while ensuring that your brand is represented effectively online.

3. My involvement in the content creation process was working on the script and participating in videos showcasing the spa, the practitioners, and the modality, which allowed us to demonstrate our commitment to authenticity and personal connection with our audience. By sharing your expertise and passion through engaging content, you attract and retain followers who resonate with your brand values.

4. Leveraging various social media platforms allows you to reach a diverse audience and engage with potential clients differently. Whether through videos, photos, or written posts, your team can tailor content to each platform to maximize engagement and visibility.

5. Regularly posting content and engaging with your audience helps maintain momentum and build a loyal following over time. By staying active and responsive on social media, you demonstrate your dedication to connecting with your community and providing valuable content.

What’s been the most effective strategy for growing your clientele?

The spa has been in business for three years, and we have found that these strategies have been particularly impactful for Sedona Infinity Spa:

Word-of-mouth referrals are top of the list. Satisfied clients are likely to recommend our business to friends, family, and colleagues. Encouraging and incentivizing referrals can help amplify this marketing strategy.

Partnerships and Collaborations: Collaborating with other wellness practitioners, local businesses, or influencers has helped us reach and introduce our spa to new audiences. Partnering with like-minded individuals or organizations for events, promotions, or joint offerings helps attract clients who resonate with our values.

Social Media Marketing: Leveraging the expertise of Athyna Rock, Melina Fuhrmann, and other social media marketing professionals has likely played a significant role in raising awareness of Sedona Infinity Spa and attracting new clients. Consistently sharing engaging content, interacting with followers, and utilizing targeted advertising can help expand our online presence and attract potential clients.

Community Engagement: Actively participating in community events, wellness fairs, or local gatherings allows us to connect with individuals who may be interested in our services. Hosting workshops, offering demonstrations, or sponsoring community initiatives can help raise awareness of your brand and establish credibility within the local community.

Exceptional Customer Experience: Providing an exceptional customer experience is crucial for retaining our existing clients, who are locals, and attracting new ones, the tourists who come to Sedona. Ensuring that every interaction with us, from booking appointments to receiving treatments, exceeds expectations can leave a lasting impression and encourage clients to return and recommend our services to others.

Personalized Recommendations: Understanding each client’s unique needs and preferences allows us to offer personalized recommendations and treatments that address their specific concerns. By demonstrating care and attentiveness, we can build trust and loyalty among our clientele, leading to repeat business and positive referrals.

Contact Info:

• Website: www.sedonainfinityspa.com