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spa
experiences
HEALTH
CLUB SPA
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JUSTIN MUSGROVE
SPA DIRECTOR,
Successful spas are those that create an experience
BANNATYNE
rather than merely offering a range of treatments.
Kate Cracknell asks our panel of experts for their
A
ssuming you’re
offering fabulous
treatments, a
advice on how health clubs can achieve this positive spa experience offers visitors
true value for money. The inclusion
of relaxation areas for use pre and
NICK COUTTS post treatment is one effective way to
CEO, HOLMES PLACE IBERIA that they can infl uence with enhance your spa experience and add
I
n my opinion, most health less investment. High quality true value. This aspect creates a point of
club spa offerings are hard- design and marketing must be difference from typical high street salons.
pushed to compete with the the starting point – it’s possible Another benefi t of visiting a health
more extensive day spas and to create a sense of luxury and club spa, rather than a standalone, is
luxury hotel spas, which are able to quality through great creativity in design. that users can be offered full use of the
create their experience around excellent However, the most powerful element facilities and services provided by the
levels of service and treatment quality as in creating the best possible client health club. For example, spa visitors
well as by investing significantly in their experience is the team that delivers it. Spa enjoying a pamper day at a Bannatyne
facilities to create a luxurious feel. In clients must trust their therapist, and this Spa have the option to make use of any
addition, hotel spas are often created can be achieved through professionalism fi tness classes, including tai chi, yoga
to add value to the main business, ie – performing the treatment in a confi dent, and pilates. This promotes an overall
the hotel – they may not have to deliver controlled, competent manner – and experience of wellbeing, addressing
financially as standalone businesses. empathy, via an engaging, warm, relaxation and rejuvenation for both
As health clubs tend to spend personalised, confi dential and friendly mind and body. Our health clubs also
signifi cantly less per square foot than style. Therapists who can balance have great wet areas, including spa
hotel or day spas, with a signifi cantly these two traits will build relationships, pools, saunas and steamrooms – a
smaller total fl oor space, compromises resulting in high levels of repeat business must for any good spa.
will normally have to be made. If they and, generally, secondary sales. My advice It is, however, of upmost importance
are to achieve a viable business model, to operators is to structure a recognition that you have professional and caring
operators must focus extra hard on and reward system that compensates staff. A spa experience is nothing without
the elements of the client experience therapists for repeat business. the right people making it happen.
“A BENEFIT OF VISITING A
HEALTH CLUB SPA RATHER
THAN A STANDALONE IS THAT
USERS CAN BE OFFERED FULL
USE OF THE FACILITIES”
WIBERG
JUSTIN MUSGROVE
.COM/ JESS
T
O
By providing access to fi tness
OCKPHO
facilities, health club spas can offer a
©IST comprehensive wellbeing experience
68 Read Health Club Management online february 2010 © cybertrek 2010
healthclubmanagement.co.uk/digital
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