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)