spa
experiences
HEALTH CLUB SPA
in health and fi tness. Spa operators are now seeking return on investment more than ever before, and are looking for products that they can make a tangible return on – dry fl oat and Rasul mud rooms, for example, for which they can make specifi c charges, and which require very little therapist ‘hands-on’ involvement. For health clubs, I believe heat experiences are still
seen very much as a must-have. However, they currently offer relatively little opportunity for making a direct charge for use, other than in a tiered membership structure – at David Lloyd Leisure, for example, where the standard membership package allows access to the gym, pool, poolside sauna and steam room, but where an upgraded, opt-in Celsius membership includes access to a separate heat experience area with rooms such as salt vapour, aromatherapy, ice cave, hydro-pool and so on. In my opinion, this tiered approach will become a more
popular method of pricing club usage, as it will allow operators to compete at all levels. Also, if members can pay for what they want rather than paying an all-in price, each individual will be able to tailor their membership to their own specifi c requirements, hopefully leading to increased membership levels and better retention.
36
spa scene T
GERARD McCARTHY SALES DIRECTOR, DALESAUNA
he trends in heat experiences have changed over the past 12–18 months, but more so in the spa market than
I
Our panel of experts offer their thoughts on the current trends shaping health club spas
SUSIE ELLIS PRESIDENT, SPAFINDER
think the big story over the next few years is going to be about the ageing Baby Boomer. Health clubs and spas
will need to rethink everything to address Boomers’ specifi c needs: facilities, equipment, programming and staffi ng. As futurist Edie Weiner – keynote speaker at the 2010 Global Spa Summit – so wisely says, the days of ‘over-65’ as a catch-all, ‘old person’ category are over. We need to think about the unique issues for people aged 65–70, 70–75, 75–80 and so on. Ageing Boomers will have more aches and pains, back, neck and knee problems. We’ll see more knee, hip and shoulder replacements. Problems with mobility, depression and nutrition will also rise. Boomers will be less focused on looking good and more
concerned about their health. Physical therapy will play a bigger role, with rehabilitation and restoration as key goals. In general, a more individual, nuanced approach will need to be taken. Wellness coaching will enter the scene in a big way, while home exercise – using portable items like dumbbells and stretch bands, ideally suited for this audience – and home spa services will also become more popular. Also on the horizon are insurance company reimbursements
(which may, initially, cause more headaches than revenue), the rising impact of technology – online spa bookings, for example – and interesting new wellness diagnostics and online health monitoring options, which will add a bit of zest.
Read Health Club Management online at
healthclubmanagement.co.uk/digital february 2011 © cybertrek 2011
PICTURE:
WWW.ISTOCKPHOTO.COM
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84