Arizona Spa Girls (AZSpaGirls.com) was launched as Arizona’s first-ever guide to the spas that dotted the landscape at the time. The idea came to the founder when she visited a spa for the very first time and was struck square on the forehead by a light bulb (ahhh, enlightenment!). She realized that the typical view of spas being for the wealthy and self-indulgent was completely false and that instead, it was a place where “normal” hard-working career women, full-time moms and even men (yes, men!) could de-stress. The original site hosts, “Jasmin” and “Sunny,” and the pink, bubbly feel were designed to make users feel more comfortable with the spa experience (plus, who doesn’t like pink?).