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BEVERLEY HINNIGAN SPA MANAGER INSIDE SPA
What’s your role at Inside Spa? My role is to ensure that the customer experience is nothing short of a private spa standard. I manage a team of 15 therapists and three senior therapists who work to ensure a consistently high standard is met at all times. I was also able to assist with decisions on
the design, décor, equipment and furniture for our new treatment rooms, relaxation room, juice bar and nail and pedicure bays. It’s so motivational to see how far the spa has come from the early days.
What are the day-to day challenges? Promoting the spa has been the hardest challenge given its location. However, once people have tried the facility, they tend be loyal customers who use it on a regular basis. We now have people travelling to our spa from all over Manchester, Birmingham and as far away as Scotland, and members of our local football team, Burnley, attend on a regular basis.
What can clients expect? We provide them with a towel and robe and any new clients are given a spa induction and full tour. Clients having
Along with the facilities, it’s the friendliness of the staff that keeps clients coming back, says Beverley Hinnigan
treatments can use the relaxation room before being collected by their therapist. We have a full range of luxury
therapies including Decléor face and body rituals, Jessica manicures, Geleration nails, refl exology, Indian head massage, St Tropez tanning, treatments for teen skin, and teeth whitening.
What makes the spa stand out? We offer affordable prices, but our main USP is the friendliness and professionalism of all our staff. The
SARAH WATTS MD ALLIANCE LEISURE
Describe your role Part of my role is to work with our local authority and trust partners to develop and deliver new concepts and innovation within the public sector leisure market. The most exciting element of my job is creating new and different facilities that deliver on both social and commercial objectives.
What has been your involvement in the spa project? We worked with Phil Storey on the initial concept, supporting the non-user research and assessing the affordability. We also funded and built the original
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development under contract to the trust and are the operational partners.
How would you describe the concept? The model is very simple: great service and facilities at an affordable price. We wanted it to be used on a regular basis, not to be seen as a day spa just for birthdays and Mothers Day. Along with the other areas of the
original development, such as the fi tness studios, we transformed a dated, standalone leisure pool into a family- focused leisure facility. The way the community has embraced it has been remarkable.
Did you have any doubts at the outset of the project? At the start, I said to Phil: “If we can make it work in Nelson, we can make it work anywhere.” The biggest challenge was educating local people that this type of facility was
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facilities and therapists are the main reasons why clients keep coming back.
What are your plans for the spa? To keep up-to-date with new treatments and innovations – we’re currently looking into offering body and facial electrical treatments – to ensure all spa facilities are working at full capacity every day and to exceed financial targets. With the support of management and my loyal and ambitious team, I’m confi dent business will grow each day.
for them and not just the rich and famous – and that it actually existed on their doorstep… that the images were real and not just brochure shots. However, the usage levels and revenue
generation have far exceeded expectations. It shows that a well-priced, accessible spa can work in every community.
What can other leisure operators learn from your experience? The main lesson that is that spas can work in the public sector – we can create facilities that compete in quality while remaining accessible.
What about future plans? Alliance Leisure is currently building two more facilities in Thanet, Kent and Flintshire in north Wales as a result of the success of Pendle.
healthclub@leisuremedia.com julie cramer
august 2011 © cybertrek 2011
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