CONVERSATIONS WITH
GAYLE BRADY CONTINUED FrOm PaGE 48
whether a large fitness component makes sense. i think
that some form of it makes sense, though, like having a
stretching zone and treadmills for walking.
another problem with in-airport fitness is the apparel
and sneakers. They aren’t provided, and customers don’t
have them in their carry-on bags. air Vita catered to
business travelers—and i really think it’s a business
traveler market, because vacationers probably aren’t
worried about working out in the airport—and they often
travel light. it makes fitness a tough sell. airVita had
locker rooms; members could store gym clothes and
sneakers with us, and it was still difficult.
P: And I’m guessing that space is an issue, too?
B: yes, the last big issue is space. Being profitable in an
airport almost requires calculating the profit per square
inch. airport express spas do a lot in a very tiny space;
After shuttering Air Vita, Brady went on to work at Golden Door, among other renowned spas.
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they don’t have a lot of private space, or a lobby.
in the end, i think long-haul international is the best
market for integrating a fitness component.
P: If you were to launch AirVita today, what
would you do differently?
B: fitness, definitely. i would’ve scaled back on fitness and
provided more treatment space. The nap rooms, believe it
or not, were very popular when we were open and i still
think that’s something that people would pay for. We had a
lobby area and a lounge…we’d never do that again. it’s
just way too much square footage.
manicures and pedicures are a really popular service,
so i think we’d offer those. one doesn’t have to get
undressed, it’s something that women and men do, and
it’s relaxing. incorporating a full foot massage can really
benefit the entire body, too.