In this context, spas make up only 10 percent of the beauty & anti-aging sector and only 15 percent of the fitness sector. But there is no doubt that all three fields are reaching out to each other and slowly merging in various forms.
We are seeing these interactions even in the hospitality and hotel industry. In fact, one of the 2013 trends presented by SpaFinder Wellness Founder Susie Ellis is“ The Healthy
Hotel & Wellness-focused Traveler” which shows hotels becoming more and moredriven on ensuring they provide guests with wellness-focused experiences, ranging from offering them healthy food, good sleep as well as spa and fitness services.
The challenge then for those in the spa industry is recognizing this shift and identifying opportunities for business growth.
Will the spa industry be leaders and bring in beauty, fitness, nutrition, etc. into spas or will the other fields in the wellness cluster lead the way and take market share from the spa industry?
The answer depends on how fast the spa industry can keep up with change. To help identify these changes, Here are key trends under each sector and industry tips to help you find business opportunities and growth drivers.
Trends
Of the top 10 trends from the 16th annual IDEA Fitness Programs and Equipment Trend Report( released in 2011), there are three that spas can easily incorporate into their menu of fitness services. 1. Personal training( PT) has been the number one trend for the past five years, and we in the wellness industry do not see this changing anytime soon. One thing driving this trend’ s popularity is results. You reach your goal much quicker and smarter if you have someone breathing down your neck with a mix of“ carrot and whip.” 2. Functional training is in; equipment is out. Functional training involves exercises that allow individuals to perform the activities of daily life more easily and without injuries.“ It’ s pretty clear from the front-line program directors that they see things trending even more strongly toward more functional, life-enhancing types of training and equipment,” says IDEA Health & Fitness Association Executive Director Kathie Davis in a press release.
This trend is sky rocketing in popularity and aligns with the kinetic chain strengthening concept of Dr. Jordan Metzl, one of the 2012 ISPA Conference & Expo keynote speakers.“ Spas should
WELLNESS SECTOR: Fitness
be about relaxation and finding your balance, [ and ] it should also be about making your body work better,” says the sports medicine physician.
Even better news for spa and fitness directors, functional training equipment is fairly cheap and does not require a lot of space. 3. Mind-body programs, like Pilates and yoga, continue to grow in popularity as more and more people are seeing their benefits.
Opportunities
According to The 2011 IHRSA( International Health, Racquet & Sportsclub Association) Global Report, the U. S. is the number one fitness country in the world with 58 billion members; thus, there is an enormous opportunity to increase interest in better health by combining both spa and fitness.
● Spas need to invest in hiring and training qualified personal trainers especially on functional training, yoga, Pilates, and preferably, nutrition. Dr. Metzl, who is a proponent of good education and technique in fitness classes, believes that bringing in experts, like sports doctors, to teach classes in spas will help prevent injuries and encourage the industry to interface with the medical community.
● If it’ s not yet on your menu of services, offer functional training. Utilize space well by opting equipment or systems that are designed to meet the needs of a limited space. You can even fit some systems into a treatment room. You don’ t have to be a fullservice fitness gym, people are leaning towards smaller and more personalized training— and where better to provide this than in a spa?
January / February 2013 ■ PULSE 27