HEALTH CLUB SPA
A new generation:
Kids’ spas should focus on fun as well as therapy
SPREADING THE WORD DISCOUNTING FOR VOLUME
W
hile some spas are already dropping prices to reach more clients,
the phenomenon of online and mobile group deals will fuel this trend even more going forward. Discounting for volume isn’t
suitable for all spas, especially high-end, luxury operators, but for health club spas it could offer a great way to encourage people to try their services – as well as bringing non-members to the club, who could be cross-sold gym membership. If operators get the ratio right between price and volume, and take into consideration the cost of consumables, it will be an effective yield management tool. There are a number of options from which operators can choose. Group buying websites such as GroupOn have a signifi cant online presence and consumer traction, with a large proportion of offers relating to spa and beauty. Businesses can create promotions and discounts for these deal sites to send their followers via email and text; shoppers are encouraged to
spread the word to friends and family, as if there aren’t enough takers, the deal doesn’t go ahead.
STARTING YOUNG GETTING KIDS INTO THE SPA HABIT
W
ith many of the full-service operators encompassing both spa and kids’ fitness
within their facilities, might the time have come to bring the two together? Spas have traditionally been seen as exclusively adult territory, but this needn’t be the case: introducing children to the world of spas effectively educates the next generation of members, as well as creating a more genuinely family-focused offering. “We call the children’s spa the health
Discount sites can boost custom february 2012 © cybertrek 2012
nanny,” says Adrian Egger of heat experience manufacturer KLAFS, which has developed a children’s spa concept for the Steigenberger Hotel Gstaad- Saanen in Switzerland, where a whole fl oor of the spa has been dedicated to kids. “Mum can go for a workout and the children are entertained in a healthy way. Also, children are the clients of the future. They are decision makers – they tell their parents where to go.”
If clubs don’t have the space or the
resources to operate a kids-only spa area, they might consider following the lead of spa operator After the Rain, which offers kids’ spas in most of its 40 facilities around the world. For one day a month, each spa is closed to adults and the whole atmosphere is changed in order to appeal to children. The focus is as much on fun as on therapy, although specially adapted treatments are available and steam rooms accessible at lower temperatures than normal. All therapists receive special training designed by a child psychologist. Crucial to the success of both
concepts is the ‘kids only’ atmosphere, but any fi tness operator catering for children will already know how to create and supervise such an environment; there’s no obvious reason why a health club/leisure centre operator couldn’t replicate particularly the After the Rain model in its spa areas.
Read Health Club Management online at
healthclubmanagement.co.uk/digital 55
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