Getting down to spa-cifics: in an era of wall-to-wall stress, spa usage is up. How you can provide a facility your members will use.

Everywhere one looks there are signs that our culture is becoming ever more aware of the need for a balanced lifestyle. Medical research has linked stress to greater and greater numbers and types of disease. Enter the spa experience.

"Spa Experience"--an article in the December 2001 issue of Club Management--gave a glimpse of what makes a club spa successful. Now that nearly a year has gone by, we are revisiting the issues surrounding the popularity and viability of the club spa.

Despite the economic downswing, perhaps even due to the Stress inherent in these challenging times, club spa revenues continue to rise. And, according to recent spa industry data, the amount of space clubs are allocating to their spas is also rising.

Along with the tremendous increase in the number of leisure amenities in the past few years, private clubs are experiencing an increase in member sophistication and expectation regarding types of treatments, equipment, and operational standards.

Is It Worth It?

It is no secret that our culture is becoming more focused on physical and psychological well-being. With the current movement afoot to reduce stress, the public seems to be linking spa usage to health, resulting in an increased number of spas across the country, as well as a correspondingly healthy increase in revenues. According to the International Spa Association's 2002 SPA Industry Study conducted by PricewaterhouseCoopers, aggregate spa industry revenues have grown by 114 percent between 1999 and 2001. Amazingly, the spa industry had larger revenues than amusement parks and box office gross receipts. But what do these trends mean for spas in private clubs?

To say that there has been a veritable boom in private club spas is an understatement. Of the 9,632 spas in the U.S., 685 are classified as club spas. And although club spas comprised only about seven percent of the market, they generated the third largest amount of the industry's 2001 revenues.

Planning

Creating the most appropriate menu of services and best physical layout for the club's spa requires consideration of the club's demographics. For club managers interested in adding or expanding club spa services, managers of successful club spas will most likely tell you to keep it simple. Joe Barone is the spa director at Boca West Country Club in Boca Raton, FL. "Start easy out of the blocks," he said. "Get feedback from your members and use professionals to help you plan it" (See "Success Steps" sidebar).

For example, Boca West has 3,600 memberships, which translates to about 8,000 people. Six weeks out of the year, during holidays, the club experiences very heavy guest traffic, creating a pseudo country club/resort. With so much activity, it becomes particularly important to keep spa treatment rooms away from high guest traffic areas. In addition, simple, flexible facilities are critical.

Boca West has 10 rooms now and would like to eventually add four more. Although the facial chairs are in separate rooms, the remaining rooms are flexible enough to do all treatments. Hydraulic treatment tables allow use of the room for body treatments as well as massage. All rooms have sinks and adjacent bathrooms, which is particularly important with an older clientele. For Joe, coed access is his first priority.

A common issue arises around the question of how large the treatment rooms need to be. According to ISPA, the average square footage per establishment for club spas increased to 30,200 square feet in 2001, up from 15,200 square feet in 1999. Generally 100 to 120 square feet per room is adequate. Of course, requirements for square footage per room vary by state, so management should check with the state to ensure compliance. The key, said Joe, is to keep it simple and flexible.

Help Is at Your Fingertips With so many issues at hand--layout, employee status, types of services--it may be wise to consider the use of a professional management company specializing in the field.

WTS International is a 30-year old consulting firm specializing in planning, design, and management of fitness centers, spas, and leisure facilities for private clubs, hotels, resorts, and real estate developments nationwide and overseas. WTS prides itself on serving as an invisible, seamless, support network for its clients. Their site is located at www.wtsinternational. com.

According to Gary Henkin, president and CEO, feasibility studies, site evaluations, and member surveys should be considered by club management prior to the start of the design process along with the development of financial revenue and expense assumptions. Henken said that many operational miscues can be easily prevented by thinking through how the facility will be staffed, what programs and services will be offered, and how maintenance and administrative issues will be handled.

He cautioned against putting aesthetics before functionality. For example, two of the key factors in placement of treatment rooms are noise and "sight-line." Thus, it is best to avoid placing treatment rooms in high traffic areas and to refrain from creating a situation where clients are moving through public areas in their robes. He said people are embarrassed to be seen in their robes, which is one reason why it is so important to keep the bathrooms adjacent and the locker room close by. Managers may also want to consider a robe lounge, or separate entrances and exits for men and women.

What Types of Services?

According to Chris White of WTS International, "Major in the majors. If you can do only one thing, do massage." He said massage rooms are relatively cheap to create and equip. Multi-function rooms are best. White suggested dedicating two-thirds of the club spa's rooms to massage and making the remaining rooms flexible for body treatments, which are defined as wraps and scrubs. Placement of an adjacent shower is critical. White recommended against hydrotherapy and signature treatments, which are those designed to further the theme of the club or the region. His experience is that signature treatments do not significantly affect the club's bottom line.

Across the board, massage still remains the most widely-used service, and men are still the heaviest users. Yet, the typical spa service menu items are becoming more and more diverse. According to Boca West's Joe Barone, their regular members stick with the basics, as evidenced by the fact that 70 percent of their spa business is comprised of massage therapy. The remainder of the business at their spa consists of 20 percent facials, five percent waxing, and five percent body treatments (wraps, scrubs, etc.).

Sounds simple enough. However, the word "massage" no longer denotes a single type of treatment. There are many different massage modalities: Swedish, Deep Tissue, Sports Massage, Shiatsu, Trigger Point Therapy, and Myofascial Release, to name a few. (See "Types of Massage/Bodywork Modalities" sidebar). The current trend is toward defining these treatments in the broader category of "Bodywork," and hiring therapists who have been trained specifically for delivery of these modalities, depending upon the needs of that particular club's clientele.

Then there is the issue of whom to hire. Club managers will want to research the laws in their state and local municipalities. According to the American Massage Therapy Association, hiring a Nationally Certified Massage Therapist is best, whenever possible, because these therapists have at least 500 hours of training in an approved curriculum and have passed the National Board Exam. These issues are important for quality of service as well as insurance purposes. In some states, National Certification for massage therapists is legally mandatory.

For more information on the types of bodywork, state certification requirements, and a list of therapists available in your geographic location, log onto the American Massage Therapy Association's website at www.amtamassage.org.

Employees or Independent Contractors?

Club managers must also consider the question of whether to hire their spa staff as employees or independent contractors. The trend is toward making them employees. At Desert Mountain Club in Care, free, AZ, management has chosen to put their staff on employee status, due to "uniformity of appearance and high quality."

Geri Rivers is the manager of the Spa at Desert Mountain, which is a golf community with approximately 2,500 members. The average age of their spa clientele is 50 years-plus. Rivers said they have an equal mix of men and women for massage. Aside from massage, they offer body wraps, salt glows, facials, and sugar treatments. Desert Mountain has a pool pavilion with an awning and the ability to do outdoor treatments by the pool on request. Rivers recommends cross training employees to do body treatments, wraps, and scrubs, and to work the desk or clean, which allows them to "appreciate the value of their fellow employees" and provides them with variety in their job. At Desert Mountain, the massage therapists make a base hourly plus a percentage of the treatment profit.

At Boca West Country Club, spa staff members are also considered employees. Joe Barone, Boca West's Spa Director, said this choice allows the staff to enjoy benefits and creates consistency in expectations. He said his staff receives straight commission because their high traffic flow is such that they do not need an hourly wage. This means massage therapists receive a certain percentage of the price of the massage. The club does cross-train estheticians, massage therapists, and nail technicians. Part of the spa employees' job is to assist with wellness fairs to promote their services and the club's products.

A Spa at Your Club?

So the answer to the $64,000 question is, "Yes, the demand for spa services has remained strong and even grown in this down and stressed-out economy." The trick for your club will be to put in place the right combination of services and skilled staff to reap the benefits of this demand.

Success Steps

Interested in offering spa services to your members? Gary Henkin, president and CEO of WTS International, suggests six basic steps to consider prior to opening your club's spa:

1. Develop a viable game plan for design, operational, and financial success. 2. Pay attention to functional issues such as staffing, menu, administration, sound attenuation, lighting, and laundry. 3. Select staff for their strong customer service skills and experience. 4. Stay current with new trends. 5. Continue staff training, program diversification, and effective promotion. 6. Pay attention to detail.

Types of Massage/ Bodywork Modalities

There are many different types of bodywork techniques. Club managers may want to consider offering the following modalities in their spa menus:

* Swedish Massage: Most common technique in spas. For those who desire general relaxation.

* Sports Massage: Designed to reduce the chance of injury and/or enhance recovery. Good for avid golfers.

* Shiatsu: Japanese finger pressure technique using traditional acupressure points of Oriental healing. Good for pain relief and strengthening the body's resistance to stress and disease.

* Myofascial Release: Application of sustained pressure and movement into the muscle tissue. Relieves pain and restriction of motion.

The Spa Shop Upgrades for your spa

Guest Amenities Group "cucumber mint" fragrance amenities leaves a fresh, clean feeling that is perfect for the spa.

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Dispenser Amenities' Aviva line is available in a gold-tone finish that fits perfectly in a club spa application.

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Fore Supply's "Club Classic" line includes a number of products for use in club spas.

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Greenwich Bay offers fine custom logo spa amenities with a minimum order of only one case.

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Myson heated benches are a beautiful addition to any club spa.

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Ready Care Industries custom labeling allow the same products used in the spa to be offered for sale to members.

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Steam Sauna offers a "Specialties Series" steam generator for clubs that have light usage periods.

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Tri-C has added spa products such as massage and eucalyptus oils, body scrubs and body spritz to its already broad line of club products.

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