SPORTS-FOCUSED THERAPIES
Re:SPA, Reebok Sports Club London, UK Spa manager: Sally Fairbanks Percentage of male clients: 35–40 per cent Product houses: Aromatherapy Associates’ The Refinery collection, Murad, Guinot, OPL
What are the benefits of having male clients? Attracting more male spa-goers has helped increase our turnover year on year.
What do male spa-goers want? The Reebok spa is located within a health/sports club and, in the first instance, many of our male clients visit the spa for services such as physiotherapy. Only then do they make appointments for other treatments. They like treatments that are more manual as opposed to electrical, and deep tissue massage as opposed to lighter massage movements.
How is the spa promoted in the fitness area? The cross-promotion information is sports-orientated, targeted and sometimes medically- orientated – sports massage for athletes, for example. Much of what’s on offer at the spa either enhances or assists the healing process. Also, we ensure the fitness team all understand and are aware of what’s on offer within the spa.
SPA SAMPLING
eforea spa, Hilton, Pattaya, Thailand Spa manager: Tara Hanrahan Percentage of male clients: 51 per cent Product houses: VitaMan, Li’tya, Kerstin Florian
Where do your customers come from? Our customers come from leisure, business, and sports and fitness visits. Spa-going couples are also increasing.
What do you offer male clients? We introduced results-driven treatments specially designed for men. These include the De-Stress Face Treatment and Realigning Sports Massage. We also have a separate men’s spa zone, locker room, bathrobe, slippers and underwear for men.
How is the spa promoted in the fitness area? Our spa therapists and receptionist will walk around the pool once or twice a day offering people a free five-minute mini neck and shoulder massage. If guests would like a full treatment, we make an appointment and escort the guest to the spa. We gather two guests a day by doing this. Men are more concerned with
health than beauty, so we focus on the links between fitness and spa. We also have spa visuals on the TV in the fitness area to promote general information about eforea spa, such as the Men’s Journey treatment, plus any promotional offers. The spa brochure and price list is displayed in the gym and we do product give- aways in the locker rooms.
The eforea spa in Pattaya offers free mini treatments to promote its services
BOOSTING AVERAGE SPEND
Spa My Blend by Clarins, Toronto, Canada Spa manager: Jill Carlen Percentage of male clients: 28 per cent – a 16 per cent increase since 2012
Product houses: Spa My Blend by Clarins, Clarins For Men
How is the spa promoted in the fitness area? The spa and 24-hour gym are located together on one floor of the Ritz-Carlton hotel in Toronto, and the gym is considered part of the spa facilities. It’s an integral part of our health offering to include the gym as part of the spa experience, and all spa guests have access to the gym. A third-party fitness company
maintains the gym and saltwater lap pool and we work with them to offer all new clients a complimentary 30-minute treatment as a welcome, and a 15 per
February 2014 © Cybertrek 2014
cent discount on spa services for fitness members. We have several local gym members, most of whom are men, and they use spa services quite frequently.
What are the benefits of having male clients? They have a higher average spend per visit. Our female average spend is $195 versus the male average spend of $199. They also spend less time in the spa, which is quite good for business and results in a higher dollar per minute ratio than for women.
What do male clients want? Our results-orientated treatments are the most popular with male clients and, if they are coming to the spa with a female, a treatment such as our 150-minute Blokes and Beer treatment – a men’s manicure, facial and massage followed by a beer – works well.
Spa My Blend by Clarins’ male visitors spend more money in the spa, but less time
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