Pulse Legacy Archive May 2012 | Page 18

member profile The membership-based gym and day spa is poised on expansion as it preps to open another location this summer. When it comes to identifying potential locations, the spa opened a page on its website to allow its online visitors to suggest new locations. FAST FACTS Unlike other gym and day spas where peak membership is typically in January, Total Woman's peak months are in March and April. ing on geographic region. “Our Orange County locations do a fabulous job of community outreach by attending local events such as farmers’ markets, health fairs and fitness expos,” says Wadley, “while our northern L.A. clubs do quite well with old-fashioned direct mail.” Total Woman also often partners with other companies, such as Clarisonic, to ensure that they continue to provide “the most cutting-edge, hightech services for at-home use.” Wadley says, “Our spa members are very savvy in terms of the marketplace, so we cannot settle for anything less than the best.” The spa averages about 20-40 clients per day, or about 600-700 clients per 16 PULSE ■ May 2012 month. Peak business times, however, don’t follow typical gym or spa business models. “Although most gyms see a trend of high memberships in January, our membership tends to peak in March and April, with the remaining months slowly moving downward,” says Wadley. Mondays and Tuesdays are typically the busiest days of the week at the spa, while the weekends are the slowest. Although both the company and its clients have had to streamline their spending due to the economic downturn, the spa is preparing to open another location this summer. And it is always on the lookout for even more. In fact, on its website, it has a page where visitors can suggest new locations. On-Trend Treatments “Bootcamp” isn’t just a class held in the Total Woman gym; it’s also a popular spa treatment. Just as the gym-goers want to see the benefits of their hard work, so do the Total Woman spa-goers. “The clients want to understand the benefit of each treatment before making their selections,” says Wadley. “Because of the membership nature of the spa, our clients frequent our advanced clinical skin services, cellulite treatments and ‘fitness bootcamp’ spa treatments.” These body treatments focus on diminishing cellulite and tightening skin in (CONTINUED ON PAGE 18)