Pulse May 2017 | Page 41

thletes are a unique class of people. Whether professional or amateur, athletes are constantly pushing their bodies to the limit for the sheer pleasure of seeing how far they can go. Because of the wear and tear their bodies go through, spa treatments are becoming an essential aspect of any training regimen. And with good reason. Athletes need to give their muscles a break to enable them to push themselves to even further limits. What better way to relax and rejuvenate than at the spa? “For the past few decades, spas have been seen as a place for pampering and indulgence rather than impactful therapy,” notes Kristi Dickinson, director of spa and fitness at Rancho Valencia Resort & Spa in Rancho Santa Fe, California. “With the wellness boom, consumers are starting to become more educated and expect more from spas. Athletes are turning to spas because we have specialized equipment and therapies that can address the specific recovery goals of athletes.” “Athletes and active adults in general are eagerly investing in services and products that support their health and wellness goals. When you offer these specialty treatments, you have a broader appeal, which will expand your client base.” — LYNDA SOLIEN-WOLFE Emerging Need According to a March 2015 ISPA Snapshot Survey, only 40 percent of respondents included fitness or sports-directed treat- ments on their menus. Of that, only 14 percent of day spa respondents have sports or fitness treatments on their menus. That number is entirely too low for such an emerging consumer group. “Spas need to be prepared to meet the emerging needs associated with today’s trend toward greater activity, either May 2017 ■ PULSE 39