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Yoga in South Africa’s townships is free to the young, old and weak
members, with concessions for local residents, students, old age pensioners or the unemployed. They integrate mem- bers across the community and create a socially diverse environment. Powerful structural changes and the
evolution of people’s values and attitudes mean that the spa businesses of the future will have to rethink their business model. Organisational culture and com- munication with customers will become more important than strategy. Intrinsic
motivation of employees and customers, shared values and a shared purpose, will win in importance over extrinsic motiva- tions such as financial rewards. Future-proof spa businesses will have
to define a sustainable model, creating value rather than destroying it in the long-term. Fulfilling the needs of consum- ers-turned-citizens’ will trump the creation of new wants. Only when a business has established a trusting relationship with customers will it be fit for the future. l
n About the author: Imke Schuller is an associate director at The Futures Company, focus- ing on the EMEA. She’s the health and beauty sector lead for the EMEA and helps clients antici- pate change in their operating environment and to find new ways of adapting to an ever-evolving business context. Email: imke.schuller@thefuturescompany.com Tel: +44 20 7955 1838