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TRENDS


the social fitness app can occupy. One example of this kind of app


is fitocracy – https://www.fitocracy. com/about-us – which, by connect- ing to social media, turns exercise into a fun, competitive game with friends. The app has over 1 million users who, on average, are in the app for


Moringa contains a substance that promotes new cell growth


It may also fight the signs of ageing, as it contains a chemical substance called zeatin that promotes new cell growth, reducing wrinkling and promoting a brighter complexion. A number of new health products


containing moringa are due to be launched shortly, including Kuli Kuli bar, a health bar containing moringa sourced from women’s farming co-operatives in West Africa.


Social ‘app’reciation for fitness While fitness trackers might have been all the rage in 2013, 2014 is likely to see people slowly falling out of love with their Fuelbands and Fitbits. A recent survey showed that, of those who already owned a smartwatch or fitness band, more than 40 per cent had stopped using it because they often forgot to put it on or had become bored with the idea. Fitness trackers might work well for people who see data as its own reward, but it seems as though using a fitness tracker in isolation isn’t enough motivation for everyone. What a lot of people need is the return of a human element to their solitary workouts or jogs, and this is a space which


72 spa business handbook 2014


more than five hours a month, making them more engaged than users of any other social network except Facebook. These kinds of apps both compete with


and complement fitness tracking tools, and it’s likely that they’ll boom as people continue to search for motivation to exercise.


Well-coming hotels It’s expected that the concept of the


‘wellness hotel’ will come into its own in 2014. We’ll see a number of major chains launching new, innovative concepts which have designed to cater for a broad spectrum of health and wellbeing needs. Wellness real-estate firm Delos revealed its 129 Stay Well® rooms at the MGM Grand


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Las Vegas in January. The rooms, which feature amenities such as air and water purification systems and circadian-friendly lighting, are dedicated to improving human health and wellness. To read a in-depth interview with Delos CEO Paul Scialla, see Spa Business magazine issue 1, 2014, p28. The InterContinental Hotels Group will


launch its wellness brand, EVEN, in 2014 in New York and plans to introduce 100 more over the next five years. The concept is based on diet and nutrition, exercise, rest and recuperation, and productivity. Meanwhile, Starwood, which introduced


its health-focused and eco Element brand in 2008 now has 11 sites in the US and is planning an international rollout. A growing number of hotel chains are


trying to mirror the experiences offered by more boutique brands or high-end spas by delivering personalised wellness experiences for their guests. For some, this will mean expanding existing facilities, or making it easier for guests to continue their fitness regimes during their stay. The Westin Hotels & Resorts has


recently launched a Gear Lending Program, offering New Balance footwear and clothes on loan for guests wanting to keep fit. Expect to see more initiatives like this in 2014 and beyond, as well as more brands embracing the health and wellness concept holistically, from hotel design to fixtures and facilities.


Check-up on boutique medicine In 2014, more patients across the US will meet their healthcare needs through a model know as concierge or ‘boutique medicine’. Eager to escape the stresses


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