NUTRITION
The newer Juicy Oasis retreat in Portugal is more luxurious
I’D CONSIDER DEVELOPING A PACKAGE FOR NEW HEALTH CLUB MEMBERS. IT COULD DO A LOT FOR RETENTION AS THEY’D GET QUICK RESULTS
“We’re fi lming a documentary at
the moment – Super Juice Me: One Disease, One Solution – that’s all about putting health back in your hands. We want to test the ‘one disease, one solution’ hypothesis, so we have eight people with various conditions ranging from fi bromyalgia to arthritis, eczema to high cholesterol and high blood pressure. We already know we can reverse type 2 diabetes in four to six weeks, but now we’re setting out to prove that, in just one month of juicing – and with everyone having exactly the same treatment – the vast majority of those conditions, hopefully even all of them, will get better. I believe this documentary will have the biggest impact of anything we’ve ever done.” So what else is new at Juice Master?
“We’ve just opened our second retreat in Portugal, which I’m really excited about. It’s stunning, and includes a gym and spa [see p40]. “We have a 5lbs in 5 days programme
coming out in January 2014, as people were telling us they found it hard to maintain a juice-only diet at weekends. It aims to give the same results as 7lbs in 7 days but in a shorter timeframe, incorporating high-intensity training. “Juice Master Delivered is a relatively
new service where we deliver frozen juices directly to your door – if you
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freeze juices immediately, it maintains the goodness. In my mind this service is only for really busy or really lazy people, but it’s already taken off to the point that we’ve had to bring someone in to take it over for us. “Similarly, we have a franchise concept
for Juice Master juice bars in shopping centres, but we’re not a big company and haven’t had the resources to really grow that. We currently have seven sites, with a few more in the pipeline – in Dubai, Canada, Ireland, Scotland and Belgium – but Paul Duffen, the former owner of Hull Football Club, has come in and wants to make it the biggest chain of healthy juice bars in the world. “If there’s one part of the business
I’m slightly uncomfortable with, it’s that we have an online shop selling Juice Master products and merchandise – even though I’m very careful about what we put our name on. That said, if someone wants to wear a ‘Running on juice’ T-shirt or use a ‘Juice Junkie’ fl ask, it helps create a community and spread the word. It’s my mission to ‘juice the world’.”
COLLABORATIVE VENTURES Given how important exercise is in all Juice Master programmes, would Vale consider teaming up with health clubs to drive forward this mission?
Read Health Club Management online at
healthclubmanagement.co.uk/digital “I’d love to run our programme
at a boutique health club, but the challenge is that we’d want to take over the whole place for fi ve days, with the operator taking it back for the weekend trade. At our retreats there isn’t even a village shop nearby – nothing to tempt you – and we’d need to replicate that within the club. “I’d also like to work with a gym
chain, as I think a lot of personal trainers already use 7lbs in 7 days with their clients. I’d consider developing a package for new members that includes the book when they join, perhaps a discount on a Juice Master retreat, and the gym could incorporate some PT. I think it could do a lot for new member retention, as they’d get quick results.” A juice partnership, with all its
health benefi ts, could also help clubs strengthen their offering in the preventative healthcare arena. Vale concludes: “With our new Super Juice Me documentary, which we’ll also roll out into a book and a programme, we want to coin the phrase and put it into everyone’s psyche. If someone’s ill, instead of people’s fi rst reaction being ‘you should go to the doctor for medication’, we want them to think:
‘You need to be Super Juiced’. “After all, if you don’t look after your body, you will have nowhere to live.” ●
August 2013 © Cybertrek 2013
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