new
opening
The Holmes Place brand may offer wellness retreats and spa holidays in the future
THE LOW-DOWN
with top quality, individualised service and cutting-edge design, much like our health clubs.” The team, adds Dickman, has adopted
best practice from the spa businesses across the Holmes Place group, working with top trainers and spa developers to refine the Holmes Place spa offering. In any luxury spa you would expect
high-end design, comfortable treatment rooms and a wide range of treatments using superior products. But as with the rest of the club, this spa also brings the unexpected, from the Himalayan Room – one of six treatment rooms in the spa – which is designed to recreate the feel of a chalet deck area in the Himalayan mountains, with views out over the surrounding area, to the Alpine hot pool and a room designated specifically for meditation. The spa also encourages couples to try treatments together, offering a double treatment room complete with steam bath. There’s also a nail and foot bar. Customers can choose from three
saunas, including freshwood and lava, and – if they are brave enough – the chance to retire to the ice room for an
ice rub-down between treatments. If the thought of that leaves them cold, they can opt instead for an experience shower, with the option to choose from drench, rain or pressure. Therapists are trained in-house by
Holmes Place, with treatments using Italian organic spa brand Comfort Zone. Alongside the massages, facials, beauty treatments and reflexology on offer, you can have a Hawaiian relaxation ritual known as a ‘lomi lomi nui’ – a massage which begins and ends with a Hawaiian prayer – or try one of the club’s signature scrubs, designed by the spa
manager. An hour-long massage costs e75, or try the 90-minute Hawaiian experience for e115. The club expects all the members to
access the spa facilities, use of which is included in membership, with around 10 per cent paying extra for treatments, for which they receive preferential rates. Meanwhile, day spa guests can use all of the club’s facilities, including the gym. One of the ways in which the club
integrates the spa and health club is by using staff as ambassadors, giving them the opportunity to experience the facility from the customers’ perspective so they are able to talk knowledgeably about the services on offer, regardless of the area in which they work.
FUTURE MODELS
Day spa members in Berlin can use all the club’s facilities, including the gym
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“We’re traditionally known for fitness, so breaking into the spa and wellness market has taken time,” says Dickman. “Members trust us for the traditional cornerstones of service and personal training, which does not
Read Health Club Management online at
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Location: Gabriele Tergit Promenade 17AD, Potsdamer Platz, Berlin, Germany Size: 4,000 sq m Monthly membership: Starts from @90 (£77). Day spa passes also available They say: This really is a five-star facility from top to bottom We say: Urban chic meets Alpine resort
necessarily translate into spa expertise. However, when they try us, they become instant advocates. We have taken what we know about our members and applied it to the spa and wellness business to ensure success.” He continues: “One day we envisage
wellness retreats and spa holidays under the Holmes Place brand – all with the intention of improving the life and health of our members and guests.” With a second spa under its belt, what
does Holmes Place see as the future for this model? “In future, as the population requires ever more individualisation and choice – and all under increasing time pressure – we believe the industry will need to adapt to a model closer to that of our spa clubs. People want to invest more in themselves, and the market is moving toward a dichotomy between the budget clubs and the premium end. For around e100 a month, we are offering incredible value,” says Dickman. And this value could be offered in
other cities in future, as Holmes Place plans to roll out more spas. However, says Dickman, it will be done cautiously and responsibly: “It is to be understood that not all locations in which we build Holmes Place clubs in the future will be prime locations for wellness spas such as Zurich and Potsdamer Platz. We will roll out different models of club, according to location and demand.”
healthclub@leisuremedia.com donna gregory
february 2012 © cybertrek 2012
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