2 minute read
Movement can bring a new type of guest to your spa
Stephanie Holland, creative director, David Lloyd Clubs, explains
How is David Lloyd merging fitness and wellness?
We’d noticed a trend that our clubs with thermal spa facilities performed better, so we built a wellness and spa strategy around this. The proposition is about overall wellbeing. We offer heat and cool therapies, and relaxation opportunities, intertwining with mind and body classes.
What we’re providing is holistic wellbeing as opposed to hands-on treatments. This is an offering that reaches more people, especially men, which is good for attracting new clientele.
How can spas upsell fitness and movement to bridge the gap?
Spas with outside spaces have the ideal opportunity to combine a wider movement offering with time in nature. At David Lloyd we’re building outdoor meditation huts to complement our wellness offerings. Our unique outdoor spaces are very sought after so we’re doing all we can to utilise these.
Wellness that’s more than just treatments appeals to a different psychographic profile – people who value moving to relax and exercising to destress. Run one-off events to test your ideas with existing users, so you’re market testing new concepts to guests as part of the bigger picture without pushing them too far out of their comfort zone. Retreats are a great example – offer wellness elements your guests are accustomed to, with a side order of movement. Ease into a hybrid to see if there’s an appetite for it. www.davidlloyd.co.uk
