through exercise or sports programs ,” says Raizelah Bayen , training director and massage therapist supervisor at Osmosis Day Spa Sanctuary in Freestone , California . “ It is important that spas offer fitness and sports-related services to address sore muscles , limitation in joint mobility or depleted energy levels .”
Dickinson continues by noting that “ athletes are a rapidly growing segment of the market . What was once a classification reserved for the young alpha male is now applicable to a broader audience , thanks to the Tribe Fitness Movement lead by SoulCycle , CrossFit and the like . The soccer mom that was once your loyal Monday manicure client is now training for a ToughMudder . We need to stay agile in our offerings to meet the changing lifestyles of our clients .”
Lynda Solien-Wolfe , vice president of massage and spa at Performance Health agrees . “ Athletes and active adults in general are eagerly investing in services and products that support their health and wellness goals . They ’ ve become more aware of the benefits of sports massage and other fitness treatments , and they want access to those services , whether they ’ re on the road or close to home . When you offer these specialty
Sometimes all an athlete needs is a good soak . The atmosphere at Rancho Valencia Resort & Spa offers the perfect place to wind down after a workout . treatments , you have a broader appeal , which will expand your client base .”
Reaching Out to Athletes As important as marketing to this segment of the population is , you don ’ t need to completely revamp your menu to cater to them . You probably already have the treatments athletes need on your menu , it ’ s just a matter of reaching out to that base . “ Simply put , athletes are turning to spas because treatments have become holistic and are intended to promote lasting wellness , not just temporary relief ,” says Erica Korpi , director of Stillwater Spa & Salon in Incline Village , Nevada . “ From soaking in hot tubs and steam rooms to loosen muscles to regularly scheduled massages to compliment a training regimen , spa
“ Simply put , athletes are turning to spas because treatments have become holistic and are intented to promote lasting wellness , not just temporary relief .”
— ERICA KORPI
The reception area at Stillwater Spa appeals to the outdoorsy athletes that are attracted to the adventurous nature of Lake Tahoe .
40 PULSE ■ May 2017