Professional Spa & Wellness is the B2B magazine for

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1 Media Pack 2015

2 Professional Spa & Wellness is the B2B magazine for the global spa and wellness industry. Read by spa owners, directors, managers, hoteliers and other senior industry professionals around the world, the magazine keeps those working in the sector up to date with the latest international spa and wellness news, trends and developments. Catering for industry influencers and decision-makers, 5,000 copies of Professional Spa & Wellness are printed four times a year: in March, June, September and November. Distributed to all UK and the leading international spas, additional copies of the magazine will also be available at key industry events around the world in The magazines are also available digitally on the Professional Spa & Wellness website and as an app to read on your tablet or smartphone. Professional Spa & Wellness has a strong online presence, with a regularly updated website and two newsletters, ed to more than 59,156 readers across Europe, the Middle East, Africa and Asia every week. Core market Spa owners Investors Hoteliers Spa directors Spa managers Geographic reach, online edition UK* 34,366 Europe 20,109 Middle East & Africa 2215 Asia & Australasia 1799 Rest of the World 667 *The UK circulation includes spa therapists and days spas. All other circulation is at investor, owner and senior management level. NOVEMBER 2014 THE WELLNESS LIFESTYLE Sustainable wellbeing at the spa at Armathwaite Hall MAKING A DIFFERENCE How spas can help clients who are dealing with cancer TECH TALENT MAXIMISING YOUR SOFTWARE FOR INTELLIGENT AND TARGETED MARKETING THE FARM AT SAN BENITO Most people come here to kick-start a healthier lifestyle and we do that largely through the information they receive THE FARM AT SAN BENITO 44 Healing Philippine health resort The Farm at San Benito offers lifestyle-changing experiences centred on detoxification, education and a raw and vegan diet As Southeast Asian wellness destinations go, the Philippines may not be quite as wellestablished as some of the other nations in the region, but the country is nevertheless home to the innovative concept that is The Farm at San Benito. A vegan health resort located a 90-minute drive from Manila, it is based on a model fusing holistic healing and a focus on cleansing and detoxification with the provision of medical services and an emphasis on good nutrition and a healthy lifestyle. Established by husband and wife Eckard and Perla Rempe in 2002, when a vegan resort with juicing and a raw food diet at the heart of its offering was quite a novelty, The Farm is still going strong and recently underwent a period of expansion, adding 11 new accommodation villas over 18 months. General manager Michael Di Lonardo, who joined The Farm four and a half years ago, admits that going up against more & HOLISTIC internationally recognised Asian spa and wellness destinations can be a challenge. Being in the Philippines isn t necessarily the best location, when you re competing against destinations like Bali and Thailand, he says. If people are discussing whether to go to Bali, Thailand or the Philippines, the Philippines will always come last. However, Di Lonardo, who was previously with Aman Resorts for 10 years and also helped set up the Vigilius Mountain Resort in the Italian Alps, says The Farm has over the years built up enough of a reputation to attract guests from around the world on the strength of its offering, rather than its location. Core to the philosophy behind the resort is the belief in healing the body through the elimination of toxins and, as a pioneer within this field, The Farm now has quite an expert standing. Because we ve been doing this for such a long time, incorporating detoxification, colon hydrotherapy and the boosting of the immune system in a natural way, people now come to The Farm specifically for the programmes we offer, Di Lonardo says. The majority of guests currently come form nearby Asian destinations such as Hong Kong, Japan, Singapore and Shanghai, with Di Lonardo explaining that city dwellers in particular benefit from the relaxing environment of the resort located on a lush green 119 acres of land. Global targets Knowledge is power ABOVE: Ingredients for a liver cleanse BELOW: The purification spa treatment The new accommodation, which brings the room total to 33, is part of a strategy to elevate the resort and make it even better equipped to compete for a global clientele. To pursue this plan, The Farm recently signed up with international PR firm PRCo. The changes in this last year or so have really put us in the big league and the idea is now to open up the farm concept to people in London and the Middle East in particular, Di Lonardo says. The reason for honing in on London is the launch of a direct Heathrow to Manila flight by Philippine Airlines in November last year, while the Middle East is a market Di Lonardo feels is especially receptive to the services the farm offers. There is really a great need in the Middle East for the benefits we can provide, such as weight loss and diabetes management, he comments. Right now, our biggest market The Farm offers a wide range of medical is Hong Kong, partly because services, spa treatments and yoga, it s only a short flight away, fitness, meditation and movement but also because the stressed classes, in addition to a number of out businessmen from Hong health-focused retreats. There are Kong really love to, and need many different reasons guests come to, get away, he says. While to the resort including to detox, lose regional markets will remain weight or have the liver and gallbladder important to the resort, The Farm is now also directly targeting specific international destinations. Ten new Narra Pool Villas, each covering 200sq m and complete with a private pool, were added in November 2012 and the 372sq m two-bedroom Lakan villa, whose amenities include a garden, a pool and a maid s quarter, was completed in December last year. 45

3 Regular sections JULY 2014 Online and in print, Professional Spa & Wellness brings you: News Independent and exclusive reports on upcoming projects, legislation and market changes and the latest on the decision-makers in the global spa and wellness industry. Trends Analysis and opinion on new treatments, products and equipment and the shifts in consumer spending habits shaping the global spa and wellness market. Business advice Input from leading spa directors, owners, group directors and brand owners, providing readers with practical knowledge, strategies and ideas to help them successfully drive revenue. Products and equipment In-depth features delivering facts and figures that equip spas with the information necessary to select the right equipment, treatments and products for their business. Thought leaders Access to the leading minds in the market through interviews with toplevel spa professionals, expert columns and comprehensive business case studies. MAY 2014 EXPANDED AMBITIONS Behind the scenes at the new spa at Brenners Park-Hotel & Spa ISLAND INNOVATION The Maldives spa taking a proactive approach to attracting customers PLANET SPA Behind the scenes at the vast new Aqua Sana Woburn Forest spa CURATIVE OILS AROMATHERAPY: AN ANCIENT PRACTICE FOR THE MODERN WORLD US INVASION The lowdown on Swiss brand L.Raphael s two new New York locations A QUESTION OF COMFORT WHY ERGONOMICS SHOULD BE KEY WHEN CHOOSING FURNITURE FOR YOUR SPA SEPTEMBER 2014 BRENNERS PARK-HOTEL & SPA The idea of Villa Stéphanie is to make what we offer even better and to have everything under one roof BRENNERS PARK-HOTEL & SPA WELLBEING ALLIANCE The joint medical wellness offering from Espa Life at Corinthia and Viva Mayr NETWORKING NEED How to make social media work for your spa 16 integrated As Brenners Park-Hotel & Spa prepares to unveil its new spa in July, Professional Spa & Wellness speaks to spa manager Hans-Peter Veit about the concept behind it It was time to update the spa, not just in terms of the content we offer, but also in terms of size and design, explains spa manager Hans-Peter Veit of the opening of the new and expanded spa at Germany s prominent Brenners Park-Hotel & Spa. The spa, which opened in 1983, has in the past three decades gained a reputation as one of the leading resort spas in Europe, with clients travelling from around the world for its medical and health-focused treatments and programmes in particular. The Brenners management s wish two refresh and improve led to the creation of a new 5,000sq m spa, covering five floors of an existing building on the hotel premises, Villa Stéphanie, that had stood unused for a number of years. THE APPROACH BLACKBERRY FARM The concept behind the new spa, which at the time of writing was due to open in July, is, Veit continues, to integrate the spa, fitness and medical services at Brenners more closely. We ve had the spa for more than 30 years and we have a good offer, combining medical care with spa services and fitness and nutrition programmes, so we haven t changed everything, he says. The idea of Villa Stéphanie is to make what we offer even better and to have everything under one roof; it was split into different areas too much, before. The spa at Brenners, previously a 2,000sq m space, has until now been located in the basement of the main hotel building, along with the pool and the fitness centre, with the medical services offered in a separate building, Haus Julius. As part of the spa overhaul, the pool and fitness centre, which remain in the main building, have been renovated, while the treatment rooms, of which there will be 15, have been moved to Villa Stéphanie. The villa, which dates back to 1890, will also house 12 double rooms, including three corners suites with en suite spa amenities, a private gym that guests can book for personal training sessions, and facilities that include a 500sq m sauna, a hammam, a separate sauna for women, a plunge pool, kneipp baths, a relaxation area PREVIOUS PAGE: A rendering of one of the new treatment rooms at Villa Stéphanie ABOVE: A rendering of the plunge pool at the new spa and a styling lounge. It is, Veit comments, one single villa dedicated to the world of spa. While Haus Julius will still be home to the medical services, the two villas will be directly connected, with guests arriving at the Villa Stéphanie reception, before heading either to the spa or for the medical care facilities. The pillars of spa We are a working farm. Everything we do here is seasonal and in line with the farm and we capture that in our treatments and activities The new spa rests on four concept pillars: beauty, detox and nutrition, emotional care and medical care. While Veit says that the significant industry changes in the 30 years since the spa originally opened means that beauty is no longer the reason that guests choose to come to Brenners, it is still an important point. The beauty element at the spa will include makeup, hair and nail services, as well as fashion advice in planned partnership with boutiques in nearby Baden-Baden. Part of the global development that means guests now want something more, a more holistic approach, from a spa is the continually growing importance of the second pillar; detox and nutrition. The [programme] best sellers in the past two years have definitely been detox and nutrition, Veit says. We see a high demand for, and a tremendous increase in, guests booking these programmes. Veit is reluctant to go into too much detail about the third spa pillar, the emotional side of the offering, before the official opening and launch of the spa menu in July. However, he does explain that one of the reasons for making this one of the spa cornerstones is that a BLACKBERRY FARM 17 MACHINE AGE WHY MACHINES FOR THE FACE ARE CONQUERING THE SPA MARKET 16 Homegrown With the opening of its new Wellhouse on June 1, Tennessee property Blackberry Farm has become a wellbeing destination to be reckoned with A1,700 hectares working farm in Tennessee, set in an idyllic rural landscape and flanked by the Smoky Mountains, there are not many resorts quite like Tennessee s Blackberry Farm. The luxury boutique property, a family-owned business set up in 1975, draws on the surrounding landscape and the produce generated on the farm not just for its celebrated dining which embodies the farm-to-table concept but also in the provision of its spa and wellness services. With the opening of its new wellbeing centre, known as The Wellhouse, on June 1, the property has raised its already high standards, setting itself on a course to become a true wellness destination. We had a spa before, the Farmhouse Spa, where we offered treatments such as massages and facials, but now we WELLNESS have a full menu, as if you were going to Canyon Ranch or Miraval, explains Amanda Anderson, the new wellness director at The Wellhouse, who joined Blackberry from Red Door Spas in November last year. Offering everything from massage, facials, manicures and pedicures and body treatments, to special mini menus for men and children and teens, and a series of wellbeing activities that Meadow Lounge relaxation area, a salon with manicure, pedicure and hair stations, a lap pool and a juice bar. The philosophy behind the Wellhouse is very much integrated into the concept of the farm as a whole. We are a working farm and everything we do here is seasonal and in range from yoga, Pilates, Zumba and line with the farm and what goes on at it, and we are capturing dance classes to aquafit classes and that in our treatments and activities, Anderson explains. As personal training, the new menu is part of this approach, products and ingredients sourced on indeed extensive. the farm are incorporated into spa treatments. One example is the Sheep s Milk & Lavender Wildflower Honey manicure and pedicure which, Anderson explains, uses sheep s milk It was a combination of the owner s and wildflower honey that we get from the farm. Another vision and the guests needs, Anderson treatment that incorporates ingredients grown on the farm says of the decision to build new and is the Healing Herbs & Flowers massage, with, Anderson more extensive spa and wellness highlights, poultices filled with dried herbs and flowers facilities. This was something that the from the farm. owner had dreamt of and been working towards for several years. However, our guests are also very well travelled In keeping with the seasonal rhythm of the farm, the and they go to many destination spas Wellhouse menu includes four so-called Blackberry Time and resorts with spas, and so they want Experiences; one for spring, summer, autumn and winter a similar experience here, delivered in respectively each lasting two and a half hours. The one the Blackberry style, which we are now for summer, available from June 1, is called Lay-By Time able to offer them. The facilities at the and, because it s summer, we start of with a cooling 1,161sq m Wellhouse, a replica of an old cucumber and grapefruit body mask that is very hydrating, barn, include nine treatment rooms of and we do a neck, scalp and shoulder massage with an which two are couples rooms a yoga aromatherapy lemon verbena massage oil, Anderson says. room, the activity fitness room, the Autumn s Harvest Time experience uses spiced scents such Natural healing Forest findings 17

4 Salon System Features 2015 FEBRUARY Professional Beauty London preview Tanning PR DEADLINE: THURSDAY JANUARY 29 AD DEADLINE : MONDAY FEBRUARY 9 MARCH Skincare for the face Male grooming PR DEADLINE: WEDNESDAY JANUARY 28 AD DEADLINE : WEDNESDAY FEBRUARY 4 distributed at Professional Beauty London APRIL Software PR DEADLINE: THURSDAY APRIL 2 AD DEADLINE : MONDAY APRIL 13 MAY Furniture and couches Nutrition PR DEADLINE: THURSDAY APRIL 30 AD DEADLINE : MONDAY MAY 11 AUGUST Cosmeceutical skincare PR DEADLINE: THURSDAY JULY 30 AD DEADLINE : MONDAY AUGUST 10 SEPTEMBER Nails focus Spa architecture/design PR DEADLINE: THURSDAY AUGUST 6 AD DEADLINE : THURSDAY AUGUST 27 distributed at Professional Beauty North OCTOBER Uniforms, towels and robes PR DEADLINE: THURSDAY OCTOBER 1 AD DEADLINE : MONDAY OCTOBER 12 NOVEMBER Thermal experiences PR DEADLINE: MONDAY SEPTEMBER 28 AD DEADLINE : MONDAY OCTOBER 19 distributed at the Global Spa & Wellness Summit AUGUST 2014 LIFE LESSONS Germany s Ayurveda Parkschlösschen is on a mission to re-energise and rejuvenate FEBRUARY 2014 TREND ALERT Looking at the latest styles in spa uniforms and towels THE NAIL FACTOR HOW SPAS CAN WIN OVER THE MANI/PEDI MARKET INDUSTRY ACCOLADES The finalists in the World Spa & Wellness and Professional Beauty Awards SPA SANCTUARY Ultimate spa seclusion at Spa My Blend by Clarins in the Maldives JUNE Pools Natural and organic products PR DEADLINE: FRIDAY APRIL 17 AD DEADLINE : THURSDAY MAY 7 distributed at Spatec Europe JULY Laser and IPL PR DEADLINE: THURSDAY JULY 2 AD DEADLINE : MONDAY JULY 13 MAGAZINE EVENT DISTRIBUTION IS SUBJECT TO CHANGE DURING THE YEAR We will also feature additional content throughout the year, so feel free to contact the editorial team to find out what else we will be working on in Contact: nora@professionalspawellness.com DECEMBER Machines for the body PR DEADLINE: THURSDAY DECEMBER 3 AD DEADLINE : MONDAY DECEMBER 14 deluxe Unlike massages and other body treatments, which are primarily thought of as spa services, many consumers most immediately associate a manicure or pedicure with a salon. Thinking of them as treatments you quickly pop in for, on your way to or from somewhere else, rather than as longer and more indulgent offerings for which you set aside a more substantial block of time. And, with nail treatments typically priced higher in a spa, clients may hesitate to choose it over a salon for their manicure or pedicure. So what can spas do to attract the nail clientele in greater numbers and convince customers that manicures and pedicures are not just express treatments for the high street? Indulgent offering NAILS With customers often viewing salons as a more convenient and affordable manicure and pedicure option, we look at what spas can do to win over the nail clientele MANICURES & PEDICURES A key weapon spas have at their disposal is the environment they offer. The environment of a spa is paramount. It should have a sense of calm and clients should able to completely relax from the second they arrive, says Mandy Cook, sales director at Gerrard International, which distributes brands TREATMENT FOCUS including Jessica, Zen Spa and The Natural Nail Company in the UK. These factors are why clients choose to visit a spa as opposed to a salon. They re buying into me time and want to leave feeling pampered and refreshed. Successfully creating an elevated manicure/pedicure environment can convince clients that the higher spa price point is worth it. In a spa, it should be about the whole experience, and not just the treatment, says Bio Sculpture Gel educator Carly Marsden. Clients should be made to feel very relaxed and extra special when having the treatment in a spa. This will make them want to pay that little bit extra to visit a spa, rather than a salon. 27 ECO ARCHITECTURE WHY GOING GREEN COULD BE GOOD FOR YOUR BOTTOM LINE Grafton International Bio Sculpture Gel 28 TREATMENT FOCUS Environment essentials MANICURES & PEDICURES When creating the ideal manicure/pedicure area for a spa you should, explains Salon System educator Rachel Gribble, consider everything: the décor, furnishings, lighting, equipment and products used ensuring that the environment is as relaxing as possible. Steven Rhys Wells, creative director of Cuccio Europe, recommends spas to create an environment in which clients will be comfortable and feel at home. Stay away from stark whites and blacks when designing your manicure/pedicure area, as these colours will make the environment too clinical and will often make the client feel uneasy, he says. As with any other section of the spa, the area reserved for nail treatments should be created with thought for the type of spa you are reflecting your identity and your clientele. With manicures and pedicures, there is the opportunity to sit in a group and chat, so if your reason for being in the spa is to be with your friends, that s a great selling point You need to control the tone of the area, advises Brenda Griffin, director of training and business development at Beauty Concepts International, which distributes nail brand LCN in the UK and Ireland. Do you want it to be lively, or calm and quiet? Both [work], depending on where the area is situated within the spa. If the spa encourages hen parties and other large groups, then it needs to be very clear about acceptable [noise] levels as large groups can get rowdy and spoil the experience for others. Leighton Denny

5 Thermarium Advertising rates Print rates 2015 WATER FACILITIES WATER FACILITIES Advertising rates One off All four issues Double page spread Full page Half page Quarter page Classified advertising One off All four issues Single column (cm) Inserts 1750 (up to 10g) UK advertisers should add VAT to the above rates Online rates insertions 6 insertions 12 insertions E-newsletter Sole sponsorship of our weekly newsletter includes your story, pictures and skyscraper ad. Your story will also be featured on the homepage on our website for a minimum of seven days Bespoke e-shots Your online promotion ed to our spa database of 34,600. This is your bespoke ad and no more than one per week will be ed out Button ad on the website Skyscraper ad on the website Costs are monthly for the Professional Spa & Wellness website Taking the plunge The water features you choose are one of the most important business decisions you ll make for your spa, so it pays to get it right Regardless of the size of your spa and the features you have, the water facilities you install will be among the biggest investments you make. Not only are features such as pools and experience showers costly to purchase, they are also expensive to operate efficiently and keep clean, hygienic and safe. Which naturally also makes it important to choose the right facilities for your business, location and clientele. The first thing we always tell our customers is that water experiences are expensive: they re expensive when you invest in them and, especially if you re considering pools, they re also very expensive to operate, says Mario Stiefler, senior consultant at spa design and consultancy company Thermarium. Experts agree that there is no such thing as an industry-wide right or wrong when it comes to the water features that are the best match for your spa; rather it depends on the particular business. The first step is always to find out who your customers are: to define your target group, think about your location and consider who comes to your spa, says Adrian Egger, managing director of the spa division at spa and wellness facilities provider Klafs. Knowing your clientele is essential because, as Egger emphasises, installing water facilities you have seen at other properties, without regard for their suitability for your market, is not a recipe for success. There is too much copying in the industry, many people think that 23 APRIL 2014 WHAT IS WELLNESS? Lux Resorts Jeff Butterworth on the true meaning of the word 24 because something worked in one location, it should also work in their spa, he comments. And that s just not true because if it s not part of your concept, it s unlikely to be successful. If you don t have the right target group, who are willing to pay the right price, then the facilities will just be losing money by the day. Cost & calculations Cheryl Hanna, spa sales manager at Barr+Wray, which supplies pools and provides water engineering solutions for spas, explains that another key consideration to take into account is the weather. The location and surroundings will determine which facilities you should offer, she says. For example, as a result of the warm climate, there is generally a greater demand for large outdoor pools in regions like the Middle East and Asia, while the weather in a country like the UK makes outdoor pools difficult to run successfully. And while all spas must by definition have some type of water facilities, bigger isn t automatically better. If you are a city business hotel, for example, then it doesn t necessarily make sense to have a huge number of water facilities, Stiefler comments. In fact, one area where spas often go wrong is trying to provide more water features than they IMPRESSIVE ASPIRATIONS How the Ajman Saray s Goco Spa plans to outshine the competition SUSTENANCE SUCCESS HOW TO EFFECTIVELY INCORPORATE NUTRITION INTO YOUR SPA OFFERING MARCH 2014 NATURAL HEALING ABOVE: The thermal area at the Arli Hotel in Italy, with facilities by Thermarium Nature, detoxification and a vegan diet at The Farm at San Benito The first step is always to find out who your customers are: to define your target group, think about your location and consider who comes to your spa really need. Think about the space you have, Egger says. Don t put too much in; if it has no added value, there s no point. Chris Perry, UK sales director for Carmenta Wellness, whose range of spa and wellness equipment includes pools, steam rooms and experience showers, advises against prioritising quantity over quality. You re better off having fewer, more high-end, facilities with a bit of theatre and wow factor than cramming a lot of poor-quality stuff that customers have seen a million times over into your spa, he says. INTEGRATED OFFERING Fusing fitness, spa and nutrition at the revamped Kallima Club and Spa SCIENCE LESSON THE INCREASINGLY TECHNICALLY COMPLEX ANTI-AGEING SKINCARE MARKET SOCIAL MEDIA SOCIAL MEDIA Social media MAZE It s no longer enough to have a full appointments book, these days you also need likes, +1s and followers to ensure you acquire new clients, keep existing ones coming back and grow your brand WORDS SARA MCCORQUODALE Social media is three things: game changing, free and everywhere. Which means that, in order to ensure your business is able to compete effectively for new customers and maintain a high level of repeat clients, it s essential to ensure you have a presence on at least one platform. In addition, the opportunity to expand awareness of your brand to a national and international audience via social media is exponential. Still uncertain about signing up? Consider these facts. If Facebook was a country, its population would be the third largest in the world and Google+, LinkedIn and Twitter are so popular, they re not far behind. As many as 53% of all tweets are recommendations and 93% of consumers buying decisions are influenced by social media Meanwhile, consumers trust peer reviews 76% more than adverts. As Angie Petkovic, managing director of Apt Marketing & PR, highlights, having a strong social media presence is crucial as people don t just use these sites to pass time they use them to communicate in real-time. People like being up to date with information being presented regularly and personally, she says. So, how can the spa and wellness industry use social media to engage and expand? Spa consultant and trainer Pete Scott says it s best to have a presence across multiple platforms but to begin with, choose the ones you feel least intimidated by. By starting where you feel comfortable you are going to at least get the ball rolling with your social media today, he says. I think because of the sheer social media choice there is for businesses in 2014, sometimes we end up Have fun with your audience and they will have fun with you. In other words, stop selling and start helping with analysis paralysis and never really get going with anything. Just get the ball rolling by starting today, why wait? Terms of engagement Once you re up and running, consider carefully what you post, the tone you use and what you re trying to achieve. It s worth noting that to build a loyal and engaged following, you can t simply use social platforms to sell. Scott explains: Too many spas and salons use social media platforms to talk about themselves, about how they offer the best treatments or how you can book today and save 10%. You want to attract people to your business and you do this by sharing top tips for free, because when you educate, you build rapport. Have fun with your audience and they will have fun with you. In other words, stop selling and start helping.

6 Contact Us HEAT EXPERIENCES: DRY HEAT HEAT EXPERIENCES: DRY HEAT Publisher Mark Moloney Magazine advertising enquiries Charlie Mostyn Editorial enquiries Nora Elias Editor Eve Oxberry Group Editor Marketing enquiries Chloe Skilton Marketing Manager Telephone: +44 (0) Turning up THE HEAT Professional Spa & Wellness looks at how to design a dry heat experience area that will create a point of difference for your spa The heat experience area is an integral component of every spa, regardless of size, concept and location. And with this part of the spa not only being a source of considerable spending, but also one of the business main customer selling points, getting the look, features and functionality right is essential. With space and budget restrictions to keep in mind, most spas need to carefully weigh up the type and number of heat experiences they opt for and when it comes to dry heat, this will inevitably include a sauna. ABOVE: A sauna from Carmenta Wellness The most popular heat experience is, and I think will always remain, the sauna. Because almost every culture in the world has something like it in their history, says Adrian Egger, managing director of Austria-based Thermarium. However, while sauna remains king, Egger says Thermarium has recently seen a decrease in the popularity of milder dry heat experiences such as laconiums and tepidariums. The heat in a laconium is not that strong, only about 45C and if they don t feel a lot, people tend to think it s not working, Egger says. 29 A healthy BALANCE The spa at the Armathwaite Hall hotel in the Lake District has added to its wellness offering with the launch of the new Life Regimen lifestyle programme Wellness isn t about being a particular body shape or looking 20 years younger, it s about your natural vitality. Wellness is an internal view, it s about how you feel as much as about how you look and it s about balance, says Colin Farndon, spa director at countryside hotel Armathwaite Hall in the Lake District in the UK, of the spa s approach to wellness, and the recently introduced Life Regimen programme. The programme takes its name from the Skin Regimen line, launched by Italian skincare brand Comfort Zone in 2013 and centred on a holistic approach that incorporates lifestyle factors such as diet, stress levels and emotional wellbeing. 16 ABOVE: One of Cheshire Wellness saunas BELOW: A sauna created by Barr + Wray He adds that the time it takes for the effect of these less intense environments to be felt is also an issue. Laconiums and tepidariums can be very powerful but you need to stay in there for minutes and people are just not willing to remain that long in a cabin where they don t feel very much. That clients easily become restless is a view echoed by Paul Haslauer, owner of the German wellness company of the same name. The most popular heat experiences in spas are saunas and steam baths; people don t want to have to wait too long, they get bored very quickly, he says. Design difference The design and visual appeal of the dry heat experience features are vital to any spa. It s the key to creating a spa journey that will see users want to return time and time again One step spas can take to prevent customers from losing interest and prompt them to extend their use of facilities such as saunas, laconiums and tepidariums, is to up their game when it comes to design. The design really has to be up there, because there isn t very much to do inside somewhere like a sauna, except sit there and relax, says Chris Perry, UK sales director for Italian brand Carmenta Wellness, whose range of products include saunas, steam baths and experience ARMATHWAITE HALL Life Regimen is about showers. You re not carrying out any other activity, so to be in the nicest possible surroundings is very important when it comes to keeping customers engaged. Which, he ads, is beneficial from a number of angles. The nicer you make it, they longer they ll stay. And the longer they stay, the more chance of generating extra revenue. According to Frank Strobel, director of international sales at Klafs, the importance of great design in keeping customers entertained is something spas have come to realise. Over the last few years, we ve seen many more design-oriented questions from clients in terms of saunas and other dry heat experiences, because people are sitting in them for a relatively long time, he says. Cheryl Hanna, spa sales manager for Barr + Wray in the UK, emphasises the importance not just of the individual features, but of the entire area. The design and visual appeal of 30 giving people a way to navigate through all the information they get, and find a productive way forward Life Regimen has been developed by Farndon and the spa and fitness team into a wellbeing programme resting on four pillars: skin, diet, exercise and rest. Available as a one-day option, as a threeday retreat and as an ongoing programme for local residents, it incorporates Comfort Zone face and body treatments, fitness assessments and personal training sessions and thorough health tests that include checking the client s blood pressure, heart rate, BMI, lung capacity and blood glucose and cholesterol. The one-day option and the membership were introduced last month, while the retreats, which soft launched in October, will officially become part of the spa s offering in January. Branded wellness Farndon explains that wellness has always been high on the list of priorities at Armathwaite Hall, but that the initiatives the spa previously ran did not quite have the desired effect. We have a really ABOVE: The outdoor hot tub BELOW: The dining room at Armathwaite Hall ARMATHWAITE HALL OPENING IMAGE: The spa lounge at Armathwaite Hall OPPOSITE PAGE, BELOW LEFT: An exterior view of Armathwaite Hall healthy membership, it s gone from being about 60% full when I started three years ago, to being oversubscribed with a waiting list, Farndon says. So that was going very well, but we were running lots of wellness initiatives that didn t have great participation rates and weren t selling to the level I thought they should be. Life Regimen was developed because, Farndon continues, Comfort Zone s Skin Regimen concept corresponded well with the approach the spa takes. The holistic, balanced approach fitted exactly with what we were already talking about at the spa, he says. The Longevity element of Skin Regimen, focusing on longlasting health and beauty, is also well suited to the spa s core clientele. We have a mature profile to our membership, from 35 upwards, so Longevity and positive ageing [works really well], Farndon comments. They re not interested in looking 20 when they re 60, they just want to be and look the best they can, for as long as they can. Another factor behind the decision to partner with Comfort Zone and rework the spa s wellbeing offering into the Life Regimen programme was the ability to package it in a straightforward, branded format. Farndon says that the Life Regimen membership, which is ongoing and includes a monthly spa treatment and personal training session and new medical tests every few months, proved popular with fitness club members even before it launched. We ve had a number of people express an interest in migrating to a Life Regimen membership, he says. So, after two and a half years of trying to get out there with wellness 17