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THOUGHT LEADERS


CELLULITE A FEMALE OBSESSION


For years manual lymphatic drainage and suction were spa’s cellulite-target- ing options, but technological advances have led to a surge of newcomers such as Mesotherapy, VelaShape, cavita- tion and cryolipolysis. We expect this market to grow, especially in Italy and Brazil, where demand for cellulite treatments has always been high.


HOME SPA PERSONAL SPACES


The already popular trend towards home spa treatments will evolve to the next level, with people choosing to add spa facilities to their homes. This won’t just be the preserve of the super rich – although they’ll continue to invest in substantial spa-standard facili- ties – more ordinary working people will add steamrooms, heat experiences such as saunas and infrared rooms, whirlpool baths, gyms and meditation spaces. The trend towards therapists paying home visits will continue. Spas may view this as competition, but consumers’ deeper commitment to a spa lifestyle will mean they’re engaged in these routines more of the time and this will increase the amount of focus they have on self-care, creating oppor- tunities for spas to function at the core of their world, acting as the repository of knowledge. These consumers are likely to visit the spa more as a result of this higher level of involvement.


120 spa business handbook 2013


CHILDHOOD OBESITY TEACHING SELF-CARE


Few segments of the population will ben- efi t more from the expertise, programmes and facilities of spas than overweight and obese children and teenagers. More young people are growing up lacking


the knowledge needed for effective self-care and spas are ideally placed to provide it.


Creating specialist spas for kids will not only make business sense, but will also enable the industry to bond with the next generation of spa goers. Parents who lack the knowledge to help,


or fi nd they’re unable to advise and teach in a way their kids can accept, will welcome the opportunity to set them on the right path in life and to ingrain good lifestyle habits. Family counselling and interven- tion will also be offered.


Biometric readers will monitor health


indicators and serve up advice in real-time on action needed – when to rest, how long to exercise and how much more to eat


MOBILE BIOMETRICS EXPERT ENGAGEMENT


Consumers can monitor all elements of their health – from stress levels to sleep patterns – via biometric readers. This pre- sents spas with an exciting opportunity for constant engagement with customers. We see a time when spas offer apps which


fi rstly monitor and analyse all clients’ key health indicators and then give lifestyle advice based on the fi ndings via wearable tech (see p130). This advice can be given in real-time so people can make better choices, such as how many more calories can be consumed that day, when a test is needed or when it’s time to take a break. This level of engagement with customers


Customers will stay connected to the spa


will keep spas top of mind with tech-savvy customers and boost repeat visits.


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PHOTO: BODYMEDIA


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