SPA FOCUS
HEALTH
CLUB SPA
SPA REVENUE
Our expert panel share their recommendations for a profi table health club spa
BERNI HAWKINS
MANAGEMENT CONSULTANT & FOUNDER OF HAWKINS MUIDERMAN
BRAND DRIVING RETAIL
Build your culture into the spa, instilling the core values of Massage is still the most popular and
the business into all staff. Brand isn’t your typeface or logo profi table treatment, yet the majority
– it’s about how you communicate on every level. of therapists say it’s not possible to retail from massage.
EQUAL RIGHTS This is incorrect. Clients want to prolong their post-
The level of importance, inclusion and support a health treatment feeling, and most product ranges have a retail
club general manager gives the spa, as an equal business item that can continue treatment of the customer’s ‘need
within a business, has a direct correlation to the level of state’. You could also include retail in packages and gift
revenue and profi t that business generates. voucher deals to increase treatment/retail ratios.
COMMUNICATION TRADING UP
Some operators think a fi tness club isn’t an environment Offer shorter taster treatments and then, when confi rming
consumers choose to visit for spa facilities and treatments, appointments or on arrival (subject to availability), suggest
but this is incorrect. It’s simply a case of managing an upgrade to an hour’s appointment. In the moment, the
expectations, communicating the location of the spa and majority of clients agree.
encouraging the use of the pool, sauna and other wet CONSIDER SOCIAL MEDIA
facilities to complete the experience. This could be offered Sites such as
www.wahanda.com and www.spafi
nder.com
as ‘added value’ or for a nominal fee. allow for profi ling of spa sites and therapists, listing of awards
NO ‘NAUGHTY STEP’ and accolades, blogs, recommendations and reviews – all of
A consultation is vital, but must contain lifestyle questions which help with search engine optimisation. Perhaps even
that encourage positive rapport rather than only asking more importantly, the majority of consumers look to the
the sort of questions – regarding medical details and so internet for information prior to making a buying decision.
on – that make the client feel they’re going to be put on the ASK FOR THE SALE
‘naughty step’. No matter what answers are given, positive Many guests still feel unsure of themselves in a spa
coaching should then be carried out by the therapist along environment and expect a recommendation for return visits
the lines of: ‘That’s a great foundation, and now we can and a ‘prescription’ to assist in between. Spas must ask for
work together for even better results’. the re-booking and ask for the sale.
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