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
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 treat-
ments, 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,
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