OPINION: AGEING CONSUMERS A
merican Leisure has been operating recreational ameni- ties and spas for more than 30 years and we’re seeing
the growth of the ageing population first hand. We manage close to 80 locations in the US and I’d say that 40 per cent of our demographic falls in the 50-plus category. We also oversee an active adult commu- nity, Four Seasons at Great Notch in New Jersey, for people aged 55 and above. These are people who want to age in a
healthy way and they’re clamouring for information on how to do this. I believe the spa industry has the wherewithal to deliver that information and to offer the appropriate services. It’s a great teaching space and it’s a non-threatening environment (unlike a doctor’s office). However, this age group doesn’t want to
be cast as ‘senior citizens’. Our menu, called Your Well-being™, weaves in age-friendly services, but they’re not exclusive to older adults: they’re intergenerational. Our hot sand therapy treatment at the new Island Spa Catalina in Los Angeles (see p22), for example, addresses joint pain for
Wendy Bosalavage President, American Leisure, USA
older people as well as deep relaxation for anyone else. We also developed a Cat Nap treatment which everyone can enjoy, but we know full well that it will benefit older people who have different sleeping patterns. We think water-based activities will
become more popular because they have less impact on the joints. Other things spas might want to pick up on are balance, which is very important as you age and become prone to falls; and skincare, not just anti-ageing/aesthetics, but the health of skin which thins as you get older. Going forward spas will need to think
about accessibility and age-friendly design. Socioeconomics comes into play too – what happens when people don’t have deep pockets? Not-for-profit organisations such as the YMCA and JCC have the capability to reach out to the
masses and have historically served older populations, so they could expand their scope of services [to include treatments]. There’s also a big opportunity for
affordable age-friendly spas, and proven franchise models such as Massage Envy would have success. They could offer condition-specific therapies for active adults and interweave them with education about the importance of spa services in whole body wellness. Our industry is in the perfect position to help older adults understand the ageing process and to point out the services spas offer that can make them feel better.
American Leisure designs, brands and operate spas, residential lifestyle, sport and recreational facilities across the USA. Details:
www.americanleisure.com
Our industry is in the perfect position to help older adults understand the ageing process and to point out the services spas offer that can make them feel better
D
o I think there’s a rising need for wellness-focused facilities that cater to older adults? Yes – because people are living
longer and want activities and facilities that will help them achieve a happier, longer life. As well as helping them lead healthier lifestyles, such facilities also bring generations together and provide them with a chance for socialising (which is also important for wellbeing). We’ve seen the benefits of age-friendly
facilities first hand at Richmond Letcombe Regis (see SB10/2 p72). Our site launched in 2010 with a £1.75m (US$2.74m, €2.21m) spa which is used by 60 per cent of residents who are aged 75-80 on average. Our spa was designed by Sparcstudio with older people in mind so they feel comfortable and don’t feel conscious about their age or disabilities. It makes a big difference. For example, having specialised, yet less complicated gym equipment, means more people are likely to use it.
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Sharon Hunt Spa manager, Richmond Letcombe Regis, UK
An age-friendly design also ensures
safety and one of the most crucial elements is having hand rails in the shower cubicles. Other not-so-obvious features include raised seats which are easier to get in and out of and a lower reception desk for people in wheelchairs. To ensure treatments are age-friendly,
we offer a wide range to suit all needs. Massages, facials, reflexology and even waxing all help with general wellbeing and to boost the feel-good factor. In addition, we offer physiotherapy, chiropractic and chiropody services. It’s the same with our fitness classes
where we offer easy, intermediate and hard sessions. Many of them involve stability
and core balance exercises to help reduce the risk of falls. Most importantly, we’re not afraid to offer more modern classes such a zumba, t’ai chi and ‘posture perfect’ – just because our residents are old, doesn’t mean they don’t want new things. With a one-bed, independent-living
apartment starting at £250,000 (US$392,020, €315,170), Richmond prices will naturally be out of reach to some people. But we also offer spa memberships which cost £65 (US$102, €82) a month.
Richmond Letcombe Regis is one of seven high-end retirement villages in the UK owned by healthcare specialists Bupa. Details:
www.richmond-villages.com
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