Clarins’ Spa Life: A game where users manage a virtual spa
Body and mind We’re living hectic modern lives and often tensely balancing work and leisure time: the NHS reports that work- related stress has risen 40 per cent since 2005. This is driving consumers to take greater responsibility for their mental wellbeing: where once mental health was complex and stigmatised, it’s now emerging as a concern on a par with physical wellbeing. In this context, the health club spa
offers an accessible way for people to take time for themselves, invigorate the senses and improve their mental outlook on life. From massages to manicures, spa activities are proving to be a one-stop-shop for boosting self- esteem and mental wellbeing. Simple, non-time intensive spa treatments in the home, from masks and facials to hot baths and scented candles, can also help create a positive mental balance
– such products could be promoted and sold in health club spas. For those wanting to develop this
side of their offering even further, a growing number of ‘alternative’ holistic treatments are emerging that aim to promote mental wellbeing. Examples include the growth of ‘mindfulness meditation’ to boost mental harmony and the Zen Sound Therapy programme, by Vermont’s Stowe Mountain Lodge in the US, which aims to reduce anxiety through music therapy. In the future we will see more people
taking responsibility for their mental health by embracing the world of the spa, in their own time, at their own pace.
The rise of the ‘bio-citizen’ When it comes to their health and wellness, many consumers find navigating the huge diversity of options confusing, intimidating and very
May 2013 © Cybertrek 2013
complicated. They continue to find their own way through this complexity, whether by relying on networks of trusted advisers and professionals, or seeking advice from peers who have faced similar situations and choices. People are becoming increasingly
Spas are now being seen as places to improve mental as well as physical wellbeing
knowledge of their conditions. They are becoming experts in their own right and
are therefore increasingly influential. As engaged and informed consumers
familiar and willing to share personal health information with those outside of their circle of friends and family. For example, Facebook recently included health and wellness updates to its list of Life Events, ranging from broken bones to illnesses overcome. Some consumers are actually forming
social affinities around health and biological identities. With the help of new media, ‘bio-citizens’ – people who join social networks, on and offline, based on shared interest in health concerns – are generating and sharing specialised scientific and medical
share their private health information, they will expect spa and wellness solutions to be more innovative and flexible, tailoring services to meet their specific needs.
Urban sanctuaries According to 2012 data from the Population Reference Bureau, 51 per cent of the global population live in an urban environment, compared to 30 per cent in 1950. In Europe, over two-thirds of people live in towns and cities, making it hard for them to remain active. This urbanisation is a growing threat
to our activity levels, as green space and outdoor exercise locations are threatened. In addition, air pollution can
Read Health Club Management online at
healthclubmanagement.co.uk/digital 71
SCHMID CHRISTOPHE/
SHUTTERSTOCK.COM
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