MEMBER PERSPECTIVES
CONTINUED goers and newbies alike , it ’ s the impact guests feel as a result of the treatments they receive that is going to keep them coming back .
Luckily , the “ meet them where they are ” approach with which Escarle Silva has had success is just as helpful when determining what services are likeliest to resonate with men . At Boar ’ s Head Resort Spa in Charlottesville , Virginia , which only reopened in August 2021 after a 20- month closure due to a fire and the COVID-19 pandemic , Director of Spa Theresia Kelly has worked with the resort ’ s director of golf to create a package that incentivizes golfers to cap off their athletic excursions with a spa visit . “ When we first reopened here , because of the popularity of our golf course , we made up an upgraded golf package , and we have had men take advantage ,” Kelly explains . “ The [ pitch ] is basically ,‘ Hey , after you ’ ve played golf all day , you can come into the spa , have a shoulder and back massage and a sunburn facial and a golfer ’ s yoga class .’ We do the same thing with tennis and squash — we have a wind-down spa package for them . That has been well-received , and I suspect next spring and summer , we ’ ll see it embraced even further .”
Kelly credits the growing interest in these kinds of packages to the increased emphasis on personal wellness that seems to have arrived thanks in large part to the health-related stresses of the COVID-19 pandemic .“ What I ’ ve been doing since my arrival here is bridge that gap between the sports club and the spa and incorporate it all
The Spa at Boar ' s Head has crafted custom men ' s treatment packages for golfers , tennis players and squash players .
26 PULSE ■ FEBRUARY / MARCH 2022