thletes are a unique class of people. Whether professional or
amateur, athletes are constantly pushing their bodies to the
limit for the sheer pleasure of seeing how far they can go.
Because of the wear and tear their bodies go through, spa
treatments are becoming an essential aspect of any training
regimen. And with good reason. Athletes need to give
their muscles a break to enable them to push themselves
to even further limits. What better way to relax and
rejuvenate than at the spa?
“For the past few decades, spas have been seen
as a place for pampering and indulgence rather
than impactful therapy,” notes Kristi Dickinson,
director of spa and fitness at Rancho Valencia
Resort & Spa in Rancho Santa Fe,
California. “With the wellness boom,
consumers are starting to become more
educated and expect more from spas. Athletes are turning to
spas because we have specialized equipment and therapies
that can address the specific recovery goals of athletes.”
“Athletes and active
adults in general are
eagerly investing in
services and products
that support their health
and wellness goals.
When you offer these
specialty treatments, you
have a broader appeal,
which will expand your
client base.”
— LYNDA SOLIEN-WOLFE
Emerging Need
According to a March 2015 ISPA Snapshot Survey, only 40
percent of respondents included fitness or sports-directed treat-
ments on their menus. Of that, only 14 percent of day spa
respondents have sports or fitness treatments on their menus.
That number is entirely too low for such an emerging consumer
group. “Spas need to be prepared to meet the emerging needs
associated with today’s trend toward greater activity, either
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