sauna & steam
For the kids: Cooler saunas in the KLAFS spa (left) and After the Rain’s tasty facials (this image)
meaning that members might not necessarily see the value of such a facility. “I think we’re about seven to 10 years behind Germany and Austria at the moment and we need to educate adults about spa before we start thinking about exclusively targeting kids,” he says. “Also, many operators currently think spas are loss-leaders, even though they can be very profi table. “I’ve seen children’s spas work well
in Austrian hotels, but parents accompany young children. They tend to comprise a little pool with slides, caves with sheepskin rugs in them to chill out in, with some TVs playing kiddie videos. Steam rooms are offered, running at a lower temperature than usual, but saunas aren’t used: they’re too hot, so children could easily dehydrate, and the open nature of the stoves could be a danger.”
toe in the water? Nevertheless, a growing number of
spas and hotels are starting to put some energy into the kids’ market, since it enables their parents to come and spend money. For example, Brown’s Hotel London has launched a range of children’s spa treatments, introducing them to pedicures and facials. And the number of companies springing up offering ‘princess parties’ and ‘spa parties’ to young girls, where they do their hair, make-up and nails – perhaps inspired by Disney’s princess makeovers at the Bibbidi Bobbidi Boo spas – shows there is money in this market and certainly an enthusiasm for it among the girls. Pester power should not be underestimated. One way that health clubs could test
the water without incurring too much investment might be by opening up parts of their existing spa area for children at designated times, offering a novelty factor for kids excited by the prospect of entering a place that’s usually off-
64
“IT’S EDUCATING THE YOUNG GENERATION ABOUT HOW TO SPA, WHICH IS SOMETHING WE’RE NOT GOOD AT IN THIS COUNTRY”
limits. Staff training and timetabling would, however, be key – not least to avoid upsetting any adult members wanting to use the spa themselves. There are also health and safety
considerations. Wood advises: “No children of any age should be in the spa unsupervised, be that by parents or staff. Using the sauna would be unadvisable, as mentioned before. Steam rooms are safer, although they still need supervision, as do spa baths because they’re deep and the jets might be too powerful for young children. Ice is fi ne to use, as are experience showers.” He adds: “However, one advantage
of letting the kids in to use the facilities is that it’s educating the upcoming generation about how to spa, which is something we’re not very good at in this country.”
Read Health Club Management online at
healthclubmanagement.co.uk/digital But the fi rst operator to move
into this area will be a bold one. Even established family health club operators have said it’s not something they would consider at the moment. Nevertheless, one family hotel operator we spoke to was interested enough to raise the question among the rest of the directors to see if it was worth a last-minute change of plan for its proposed spa. More likely the fi rst children’s
spa providers in the UK will be holiday operators that target families, after which it might move into the mainstream and eventually fi lter down into health clubs. Unless you’re that operator ready to assertively go after the family market…
healthclub@leisuremedia.com kath hudson
august 2011 © cybertrek 2011
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