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OPINION


MASSAGE-ON-DEMAND Everyone’s talking about


Businesses linking consumers directly with mobile therapists are fast becoming popular. What does this mean for spas? Matthew Brennan investigates


SPA TREND


Read our full Spa Foresight™ 2015 report on p36


At-home massage takes away the


hassle of booking and getting to a spa according to Soothe


F


rom Airbnb in hospitality to Zipcar in transport, every industry seems to be facing some sort of disruption. A disruption


displaces an existing market, industry, or technology and produces something new, more efficient and worthwhile. And it looks as if spas are next in the firing line. Traditionally, spas require high levels of


investment and fixed overheads, making them an easy target for disruption. In the US, a number of tech-based start-up companies such as Zeel, Soothe and Unwind Me are sidestepping such barriers by offer massage-on-demand services via the internet and smartphone apps. A consumer opens the app/visits the website, schedules a massage, pays for it (tip included) and a mobile therapist can arrive at their location within an hour.


70 spabusiness.com issue 3 2015 ©CYBERTREK 2015 These massage-on-demand models are


redefining spas as we know them. They offer competitive pricing, hassle-free, immediate scheduling and bring luxury services direct to the home. They also provide therapists with better pay (up to three times more) and benefits. What’s more, they’re growing fast.


Services are now available in 10 US states and all of the companies say that they’re planning to expand globally. So, how do the massage-on-demand


business models work and what are they offering that spas aren’t? How much of a threat are they to traditional spa facilities – both in terms of customers and workforce? Perhaps there’s a happy medium where


the two different businesses can co-exist or even collaborate. If not, what can traditional spas do to compete?


Zeel was the fi rst massage-on-demand company to launch and now has 3,500-plus therapists on its books


About the author Matthew Brennan is director of the Horwath HTL Health & Wellness consultancy Email: mbrennan@ horwathhtl.com


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