Pulse May 2017 | Page 43

services offer a bit of relaxation paired with lasting physical relief.” So how do you market your spa to this diverse customer group? Start directly reaching out to athletes or athletic groups. Offer a combined fitness class and spa treatment deal to introduce fitness-minded customers to your facilities. If you don’t have a fitness facility on-site, work with popular fitness gyms and groups nearby to offer exclusive discounts to their members. Both tactics will introduce your spa to local athletes, who will continue to come back for the restorative treatments you offer. Also, consider adding a few treatments specifically designed for athletes to your menu, as these treatments can be marketed to a broad audience. “A diverse population of people can benefit from fitness and sports treatments: the novice athlete trying their first triathlon, someone dedicated to working out or playing sports as a hobby, or the professional athlete,” says Kara Thomas, director of health and wellness at CopperWynd Resort and Club in Fountain Hills, Arizona. “There are so many massage therapy experts who can use their knowledge, expertise and experience to help these athletes.” Sports-Focused Therapy Some popular athletic treatments include Myofascial Release Therapy, PNF Stretch Therapy (proprioceptive neuromuscular facilitation), Deep Tissue Sports Massage, cupping, cryotherapy, Spa Treatments Fit for Olympians Athletes are turning to spas more than ever to help them condition their bodies or physically recover after a grueling sporting event, and Tania Farah, wife of Olympic Gold Medalist and track athlete Mo Farah, understands why. After moving from London to Portland for her husband’s training schedule, she opened a unique, high-end spa for local spa-goers to escape. At British Manor Spa, Farah is channeling both her British heritage as well as the needs of world-class athletes she is surrounded by to create a unique day spa experience in Beaverton, Portland. Pulse: Because your husband is an athlete, you no doubt understand the immense pressure an athlete’s body undertakes during training. How has this influenced your spa’s offerings? Tania Farah: Being married to an athlete and Olympian has enabled me to understand the human body a lot better, particularly the most effective recovery methods for the body. When creating my menu of services, I wanted to include those same world-class recovery elements that are so successful for elite athletes as well as everyday people. MO FARAH P: Why do you think athletes are turning to spas for treatments? F: Athletes more than most see the need for wellness of the mind and body to perform at their best. With spas being able to focus on specialized recovery and relaxation, it has become an ideal place for athletes and active people to go for complete rejuvenation. P: Why is it important for spas to consider adding sports and fitness treatments to their TANIA FARAH menus? F: As more and more people become active and lifestyle conscious, it’s important for spas to be able to offer quality, bespoke recovery treatments geared toward those leading active lives. By focusing equally on sports recovery elements as relaxation services, spas will have a greater appeal to active people seeking specialized treatments. P: Where do the principles behind your fitness and athletic recovery therapy offerings stem from? F: The British Manor Spa has incorporated some of the world’s leading recovery methods which have been used by Olympic athletes for many years. Being fortunate enough to have direct access to these elite services enables me to bring them into my spa and offer it to the wider public. P: Can you share three ways other spas can help assist athletes in their training regimen? F: By focusing on quality training and education for therapists performing recovery massage treatments, spas will be able to appeal more to athletes in need of specialized treatment. Other ways which spas can assist in an athletes’ training regimen is to offer variety on different recovery treatments which can be customized to the individual and his or her specific needs at that time. Comfort and relaxation is crucial to athletes’ overall training when in their downtime, so ensuring all these elements work well together will deliver an effective end-to-end recovery experience for athletes. May 2017 ■ PULSE 41