Meet Alex Vizcaino | AMA Day Spa

We had the good fortune of connecting with Alex Vizcaino and we’ve shared our conversation below.

Hi Alex, how do you define success?
We think success is something you feel more than something you measure. For us, it’s rooted in how we grew up. You know how a mother always seems to know exactly what you need before you even have the words to ask for it? There’s a safety in that, a feeling that you’re being looked after without having to explain yourself. That’s how we define success at AMA. It’s about anticipating a guest’s needs so intuitively that they can finally stop ‘doing’ and just start ‘being.’

In a city like Miami, everything is so high-paced. Everyone is moving fast, but they’re all trying to look like they’re chilling and relaxed. It’s a bit of a contradiction. Success for us is being the place where that relaxation becomes real. It’s providing a sanctuary where, in a transient city, you finally feel known.

But the true test of our success happens when a client walks out our door. Our biggest hope is that they don’t just leave the experience behind at the front desk. We love seeing a guest wander over to a local spot like Maman for a coffee, still carrying that ‘glow’ and that sense of well-being into the rest of their day. If they are looking to extend that feeling, to keep their calm alive while they move through the rest of their day, then we’ve done our job.

Alright, so let’s move onto what keeps you busy professionally?
What sets AMA apart is that we aren’t just a service; we’re a conversation. We are most proud of the moments when our guests sit with us after a treatment to chat about their families, their origins, or their favorite hidden gems in Miami. When a client is so comfortable that they start convincing us where we must go for dinner, we know we’ve built something special. There is no better feeling than seeing the visible ‘shock’ on a guest’s face when they realize how much their appearance and energy have shifted in just sixty minutes.

The journey to where we are today professionally hasn’t been a straight line, and it certainly wasn’t easy. We got here by learning to be the opposite of rigid. In the early stages, we realized that being too adamant about everything going ‘exactly as planned’ was a trap. Instead, we learned to listen actively; not just to each other, but to the space and the people in it.

The biggest lesson we’ve learned along the way is the power of adjustment. By being open to feedback and willing to change course when necessary, we’ve been able to protect our vision while letting it grow organically. We want the world to know that AMA is a brand built on the idea that self-care should be as fluid and intuitive as the people we serve. We are here to provide a sanctuary that listens to you as much as it heals you.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
If we had a week to show a best friend the ‘real’ Miami, we wouldn’t start with the tourist traps. We’d start at sunrise. There is an unbelievable feeling you get walking the dogs over the Key Biscayne bridge as the sun comes up. It’s one of those views that reminds you why this city is so special; the light hitting the water just right and that rare moment of morning stillness.

For breakfast, we’d head straight to La Estación Café. It’s our absolute favorite address to bring people; it’s a Colombian mom-and-pop shop that radiates exactly the kind of warmth we value at AMA. It’s unpretentious, authentic, and they treat you like family the second you walk in.

When it’s time to pick up the energy, we’d head to Ball & Chain in Little Havana. For us, it’s the best of Latin culture; it’s an everyday spot where you go when you just need to dance and move. It’s impossible to stay in a bad mood there; you dance to forget your troubles and just soak in the history of the neighborhood.

We’d also spend an afternoon in Wynwood, specifically visiting the Museum of Graffiti. We love just walking around the district and enjoying the street art; it’s an ever-changing gallery that feels like the pulse of the city. To round out the week, we’d grab a coffee at Maman and enjoy the slower pace of South Miami. For us, the most interesting parts of Miami are the ones that make you feel like part of the community, where the vibe makes you want to stay just a little bit longer.

Who else deserves some credit and recognition?
We want to dedicate this shoutout to our mothers, who were our first and most important teachers in the art of hospitality. Growing up, we watched them turn preparation into an act of love. Whether it was planning a multi-course menu days in advance or always keeping a homemade soup ready in the freezer just in case a neighbor stopped by unannounced, they taught us that being ‘ready’ is the highest form of respect for a guest. They kept the living room in perfect condition not for vanity, but so that anyone who walked through the door felt immediately expected and welcomed.

At AMA, we’ve taken those childhood lessons and woven them into every corner of our sanctuary. For us, hospitality isn’t just a service; it’s the fresh fruit we slice for our flavored waters every morning, the intentional placement of a towel, and the choice to fill our space with real, air-purifying greenery rather than something artificial.

We apply that same ‘always ready’ mindset to our treatments as well. Our team listens to our customers’ bodies and their skin as it is in that moment, rather than just following a manual. Success for us is the result of all these invisible details coming together. We owe everything to the women who showed us that when you prepare with intention, you create a space where people don’t just visit; they truly feel at home.

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