Cupcake Mum offers an appealing alternative for baby classes which usually take place in community facilities
Today’s mums are more financially dependent and want a high-end experience
for new mothers and give them the support system they desperately need.”
WHAT MOTHERS WANT All these factors provide fertile territory, but along with better qualifications, jobs and salaries come higher expectations. “I set up Cupcake Mum aſter seeing so many friends with lovely lives taking part in baby classes on dirty church hall floors,” says Karen Hastings, founder of the two family-focused Cupcake clubs and spas in London (see p46). New mothers expect quality without compromise, as indicated by the growth in luxury spas catering for them – including Cupcake’s own award-winning facilities and other resorts such as Schloss Elmau, Bavaria. But welcoming mums without adjusting
a spa menu isn’t enough. New mothers have specific physical requirements and carefully tailored programmes are needed. “Part of the reason we launched a New Mother pro- gramme was to educate mothers – to stop them from booking a treatment that might not be suitable for their situation,” explains
SPA BUSINESS 3 2012 ©Cybertrek 2012
Fabrizio Castellani, spa manager at Lefay Resort & Spa (see p44) near Lake Garda, Italy, which has packaged a range of ‘safe’ treatments for new mums, all making use of natural products that are suitable when breastfeeding. Flexibility is also vital and Lefay’s method is to provide a bespoke pro- gramme of treatments based on in-depth energy interviews with a spa doctor. A handful of other European spas offer
programmes combining specific and generic treatments too including Italy’s Lake Iseo which has a Remise-En-Forme package featuring anti-cellulite, abdominal and tonifying sessions. In La Baule, France, the thalassotherapy centre based in the Hotel Royal-Talasso Barrière (see sb07/1 p62) has a programme which includes perineum muscle physiotherapy and vein treatments alongside more traditional spa therapies. A key additional factor is that moth-
ers, despite being out of the workplace, are still very busy. Independent mindbodys- oul’s mummy and baby spa (in partnership with Aveda) in London has responded to
Offering first-class facilities for children will make a spa more appealing to mothers
this challenge by introducing short treat- ments for mums, some using two therapists for speed. Indeed, mums are so busy that it’s argued that pure indulgence in itself is a key health requirement for this market. Te Changing Face of Motherhood Survey states that “mothers actually need at least four times more ‘me’ time than they cur- rently get every day in order to feel happier and more fulfilled.” In these circumstances, some spa experts argue that a mother is bet- ter off leaving her baby at home.
Read Spa Business online
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