ARE YOU SURFING THE DIGITAL WELLNESS BOOM?

European Spa meets the founders of Earth+Sky Collection to discover how spas and wellness destinations can radically upscale their digital engagement

INTERVIEW BY SARAH CAMILLERI

When Earth+Sky first got in touch with European Spa, we were captivated by the sheer quality of the audiovisual production values evident in its digital content. Allowing spa operators to deliver superlative, bespoke classes online and providing access to masters in a range of modalities anywhere and at any time, its products genuinely elevate the possibilities of virtual wellness programming.

A collaboration between Broga, Music Concierge, FitboxVirtual and Hutchison Technologies, Earth+Sky combines beautiful cinematography, stunning locations and bespoke music with highly qualified and respected instructors to allow spa operators to deliver high-end wellbeing class collections online. As the company launches into the spa world, we meet creative co-founders Matt Miller and Mark Hutchinson, together with Rob Wood from sister agency Music Concierge, to find out more about their sublime collection of wellness classes.

What inspired you to launch the Earth+Sky Collection in wellness destinations worldwide?

Matt Miller (MM): I have been in the fitness and wellness business for 15 years and I always look for innovative techniques to improve people’s lives.

Traditionally, we have done this face-to-face, but we are increasingly becoming digital consumers. My Earth+Sky journey began by looking at the landscape of what was available in a digital format. I was not just disappointed, but shocked that no one had made any progress or radical improvements since Jane Fonda started the whole trend in 1982! There was a huge hole in the market that no one had figured out how to fill.

On location for the filming of one of Earth+Sky’s high-quality wellness videos

Rob Wood (RW): Earth+Sky’s sister agency, Music Concierge, has worked with luxury spas and hotels around the world for over a decade, curating and supplying music tailored to their brands and spa concepts. As wellness increasingly became a more prominent requirement of today’s spa users and travellers, the luxury spa and hotel client base was asking us for ways they could innovate or extend their wellness offering.

Our in-house creative and technical expertise, the experience of delivering high-end music content to spas, as well as our group’s know-how around its fitness service FitBox, led to Earth+Sky being launched. Now we offer a high-end alternative to mainstream virtual fitness and wellness video with classes specifically designed for the luxury market.

Why should spas sit up and take notice?

RW: Today’s consumer wants services on-demand at a time that suits them. Just look at the amazing growth of streaming services and online retail. It’s increasingly becoming the same with fitness, wellness and relaxation. Hotels and resorts are realising that when people arrive late at night off a long-haul flight they may well want to do a Pilates or relaxation class to reset after their journey. Likewise, business guests may want to take a yoga class in the privacy of their own room between meetings.

Earth+Sky enables spas and hotels to offer their customers this instant wellness content but with the peace of mind that production values are exceedingly high. The philosophy behind each classis well thought through and the class settings are wonderful locations,which results in a highly immersive experiences for the participant.The Earth+Sky collection can complement a spa’s real-world classes andextend both the range of disciplines and the availability of classes.

“We set out to create something innovative, spiritually uplifting and physically effective in our curated virtual classes, where charismatic leaders take you on an inspired journey.”

– Matt Miller, Co-founder, Earth+Sky

What makes Earth+Sky’s approach unique?

MM: The moving image is only powerful if it can make an emotional connection with the viewer. Whether it’s a car commercial, a teary drama or a close-up nature documentary, they all have one thing in common – feeling. Once I unlocked that as the secret, everything we did in the production of our Earth+Sky content was aimed at capturing the viewer’s feelings and emotion.

RW: We give spas the ability to extend their reach beyond their physical location. Spas or hotels can offer customers access to the Earth+Sky collection before and after their visit or stay, enhancing the customer’s wellness journey in a holistic and thoughtful way. Hotel spas can also offer our innovative wellness content via in-room TVs. What’s more, brands can even have exclusive Earth+Sky classes filmed at their locations to showcase their properties and offerings in a unique way to global audiences.

How can digital services be used to enhance connection with guests?

Mark Hutchinson: Earth+Sky content adds a mental wellbeing factor to an already luxurious spa experience, providing full relaxation for both body and mind. While the classes cover more than just yoga and meditation as options, they also flawlessly slot into any spa journey, elevating their offering beyond the physical.

We wanted first and foremost to be flexible for the customer and offer a variety of delivery options to suit. This can be an express experience from your smartphone, a short private session in a hotel room or something totally experiential in a fantastic studio where you are lost outside of time constraints and which becomes a special memory. These options let spas make Earth+Sky a part of their journey.

World-class wellness streamed straight to your spa as ballet dancer Fernando Montago presents his Core & Alignment class

Through our digital voucher system, each venue can customise exactly how they wish to distribute content to their members and guests. Whether that be a complimentary offering, an optional premium service, a voucher reward or a combination of these. The flexibility to monetise is in the hands of our venue partners.

Why should spas invest in their digital offer now?

MM: Beautiful and luxurious is no longer enough. Today’s customers demand an experience. They expect spas and hotels to lead and guide them without having to ask. For example, through engagements such as kitchen tours and garden workshops or to meet the artisans of the local area. Wellness is the same. There needs to be daily options for wellness programming in your venue if you wish to succeed and stay competitive. Why? Because experience is far more valuable and meaningful than luxury alone. And a positive experience is what builds loyalty and brand retention.

What lies ahead for spas when it comes to digital wellness programming?

MM: Here is my crystal ball tip to stay ahead of the curve – start thinking about augmented reality experiences now, before prices skyrocket and while you can still find innovative digital companies looking for pioneers to beta test with. One studio teacher will have a narrow band of teaching capability and is limited to classes that are often complimentary. Our services allow spas to reduce the demand on staff and automate classes while being able to simultaneously offer a greater range of services of a superb quality. Earth+Sky brings global wellbeing leaders in every holistic modality directly to your venue at no employee cost. www.earthskycollection.com

Digital tips from the experts

1. Find a way to make an emotional connection with your audience. People remember experiences that make them feel something and, if done through a brand, it will be associated with positive memories.

2. Go big. Video projector quality is amazing and surprisingly affordable. Think about using an entire wall space rather than a little box for greater impact.

3. More is not always better. Netflix is a great example of this. Don’t offer thousands of average titles as no one has time to sift through a huge library. Instead provide a unique collection of tightly curated, premium-quality content.

4. Think beyond your physical space. What can you do to promote a sense of brand excitement before your guests even arrive? Send a voucher for a class or an exclusive spa insider experience pre-booking.

5. Add a transitional experience before the guest’s spa journey. Something like a 10-minute guided audio meditation can add value and exclusivity to your entire product range.

The expertise of Earth+Sky Collection

1. A range of sophisticated digital delivery options, from a bespoke streaming app to hotel room TV integration and fitness studio automation.

2. A consultancy of multi-skilled fitness, tech and creative experts who are available to help spas design and build bespoke studio solutions.

3. Classes available in-spa with a brand’s own instructors offer unique branded virtual content supplemented by the existing catalogue of Earth+Sky classes for a wide variety of premium experiences.

4. All Earth+Sky classes are filmed using cinematic production in extraordinary locations with specially commissioned soundtracks for unique, multi-sensory journeys.

5. C lasses stimulate the body and mind to promote a positive emotional state, mindfulness and focus.

6. Earth+Sky instructors are dancers, fitness personalities, thought leaders and athletes who share their technical expertise and personal stories.