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