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UK Spa Association

News and views from the UK Spa Association

Fitness Engagement

It’s time to start thinking about the January gym rush, it’s the busiest month for gym sign-ups and expect to see a lot of your existing members back in the gym working off their Christmas dinners! Many gyms focus on sales during this busy period and neglect the retention of their current members. Rather than spend time looking for new members it is far easier and more cost effective to retain the ones you already have, it’s also far more enjoyable!

I first worked as a Fitness Instructor in 1999 when I took a role in the heart of Reading at a bustling 2000 member gym. My new boss could see I was an enthusiastic young woman and he decided to focus my energy into the engagement of our members, I was tasked with creating elaborate gym challenges, notice boards, member competitions and member’s events. My colleagues and I spent a lot of time on the gym floor, supporting and engaging with our members. There was a great buzz in the gym and we had happy members, we would regularly attract new members simply by recommendation and referral. These straightforward yet effective methods of member engagement are still entirely relevant today.

There have been many technological advances that can support member engagement. Gym challenges are now available on the equipment, along with TV channels, radio, goal setting, progress charts and even computer games. There are apps and gadgets that can monitor your fitness levels and running distances for example. However, be cautious not to rely on these technological advancements and neglect the personal approach. Get to know your members, understand what their goals are, what their training preferences may be and get to know the times they come in to train. Address them by their name and make them feel valued. Even those members who prefer to keep a low profile will appreciate a personalised welcome and farewell if nothing else. A nice little touch is to send an email to your customer if you haven’t seen them for a while, let them know they’re missed, wish them a happy birthday or congratulate them when they hit certain goals.

Keep up to date with Industry trends and refresh your equipment offering from time to time. Keep your fitness classes fresh and introduce extra services such as juice bars, healthy menus, personal training, nutritional assessments and health coaching to name a few. I would also recommend having a small retail offering, selling swimwear, gym wear, health products and perhaps skincare and body products. It all contributes to member engagement.

With all these ideas in mind, the main success of every gym I have worked in has been entirely down to the warmth and interaction of the staff!

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Be part of a wellness revolution.

Pamela and Lynsey are passionate about creating a complete lifestyle experience which will enable you to relax, reset, and improve clarity thus allowing you to continue your life’s adventures in a more balanced way. With combined experience stretching over twenty years in the wellness sector, their intent is clear: your well-being is their passion.

Soon to be located in Edinburgh, under one environmentally friendly roof, PS Sustainable Wellness is a private members wellness club that fits around your needs ensuring your wellness journey is achievable and sustainable, as well as luxurious and five star.

Our vision is borne out of a personal need for effective and sustainable wellness services that are easily accessible.  We found that we were spending a lot of time travelling to different locations to fulfil our wellness needs and it was becoming time-consuming and stressful - the anthesis of what wellness should be.  With that in mind, our idea of creating a place which could offer the services we wanted, under one roof and in a sustainable and luxurious way was born. We are truly committed to creating a place where not only our members are at the centre of what we do but so is the protection of the environment.  We firmly believe that in the 21st-century organic practices will deliver first class, luxury results.

PS. Sustainable Wellness will focus on 5 key areas of wellness which we passionately believe are essential in order to live a good life.  These are; mental health, fitness, nutrition, spa treatments and remedial and therapeutic bodywork.  By focussing on working with members on a consultative basis, each member will receive a unique wellness plan which will change as their needs change and as their journey progresses.  Our qualified practitioners will spend time consulting members on an individual basis and offer support and guidance to ensure each member can fulfil their own potential.  We firmly believe that by offering a bespoke and tailored service, members will enjoy sustained and habitual wellness. 

Our journey thus far has been inspiring and exciting and as such, we want to invite you to come with us as we move to the next phase of the project.  For a limited time, we are inviting you to become a founder member and help shape the future of your wellness.

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How to PR your Spa during the traditionally quieter months of January & February

A successful and effective PR and marketing strategy are built through a consistent on-brand message, so by making sure you’re on point throughout the year, the shoulder months of January & February should look after themselves. However, some PR hacks which could be implemented during these months include:

Bespoke spa packages and exclusive promotions, each encourage spa spend. Jump on the annual trend of the ‘new year, new you’ mentality, offering discounted gym memberships and midweek Twilight packages. Offer exciting and discounted retail items which will encourage the continued treatment journey and spa feeling, at home.

Raise awareness of your spa through local, regional & national newspapers as well as magazines. Secure yourself as the expert in your field, by answering the questions of magazine readers.

Common editorial subjects at this time of year, include detox body wrap treatments and dry brushing after the Christmas excesses, tanning and hydrating facials for parched winter skin etc. Concentrate your treatment offering accordingly. For bounce back opportunities, throw in a complimentary or discounted yoga class or test for food intolerances.

Ramp up your social media activities and post high quality, lifestyle images and engage with clients and would-be customers. Use your own hashtag or app. Offer client’s exclusive Facebook promotions, should they leave a favourable online review. Word of mouth is still one of the best ways to attract new clients and these glowing online reviews, will help reduce downtime come January. Boost such reviews with a well-timed and targeted Facebook ad.

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Boosting Revenue with a Christmas Spa Event

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Christmas is a great time to hold an event and can boost revenue with retail sales and services in the spa. There are many different things you can do at your event, and it can depend on your individual spa as to how best to host this event. 

If you have a day spa where many local people visit regularly, then perhaps you’d find it better to charge a ticket fee that could be redeemable on products purchased at the event. This often guarantees a better turnout on the night and you know how many guests to expect. If you are a destination or hotel spa, you could send invites out so local customers are aware, plus have signage in the reception areas and around the spa to entice current guests to join you. 

A goody bag is a great way to entice guests to your event. See if your suppliers can help by adding gifts to your goody bags, and attending the event to demonstrate treatments and offer a presentation on products and Christmas gifts. You could also offer promotional offers if your good bag, such as an added benefit when having a treatment in January (to boost January visits), or a gift with purchase when spending over a certain amount of products. 

Create a festive atmosphere by including mulled wine, champagne, and Christmas treats.

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Knightsbridge-based facialist Linda Meredith

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A PERSONALISED PRESCRIPTION 

Many premium clients are already familiar with the Linda Meredith brand, which is found at numerous 5 Star spas across the world, including the Mandarin Oriental in London, Barcelona and Boston, as well as Chewton Glen here in the UK. The brand has also recently launched on Virgin Atlantic Airlines and the Oceania and Seabourn Luxury cruise liners. Others will know the name because of Linda's roster of very famous clients, including Kate Moss, Penelope Cruz, Madonna and Gwyneth Paltrow. Victoria Beckham even revealed in her memoir that she visits the Knightsbridge salon every time she's in London. All name-dropping aside, the treatments and products are primarily designed to give fast visible results to all, no matter what their skin concern. "The brand is best suited to those who want results without going to the extremes of invasive treatments," Daniel explains. "It's also proven to be successful at treating a very wide variety of skin concerns with great results." This is because the brand believes in layering a highly customised selection of products to address the skin's needs on a daily basis. This entails educating clients on how to understand their skin, to really analyse its concerns on any specific day, and then giving them the tools they need to address those precise concerns themselves. "It's about dealing with what I can see on your face," Linda explains. "Your skin alters every day - you might have spent the day outside, you've had the flu, you have emotional stress - it all affects your skin. Why don't we listen to our body? Look at your face for a minute: what do you look like, what do you feel like? Are you shiny, tired, dull? Pick the cream that addresses that." 

GO SOFTLY 

With their botanical extracts and nourishing formulas, Linda's products are designed to repair and restore the skin, rather than completely resurface it. It's a softer, more nurturing approach that delivers strong results, says Head Trainer Sherelle Louis. "Linda is a traditionalist - she believes in repairing and restoring," says Sherelle. "There has been a real trend for a while in skincare to use the strong cosmeceutical salicylic acids and they certainly have their place. However, you really notice the immediate difference after using Linda’s products." The retail products all complement a menu of four professional treatments. Sherelle explains: "There's the Haute Couture Facial, which is individually designed for each 

client and their specific skin condition on the day. The Linda Meredith 02 Facial uses our oxygen machine and vitamin-enriched serum and is performed as a course of six treatments. The Collagen treatment involves a fine sheet of natural freeze-dried collagen that is moistened, reactivated and moulded to the contours of the face. It diffuses redness, tightens pores and reveals a brighter, more radiant skin. And finally, the V-Tox Oxygen Facial uses our oxygen machine, vitamin-enriched serum and our luxe V-TOX cream." 

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Customer Engagement

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Vizzbook has taken the old-style Visitors Book, online and linked it to social networks. Vizzbooks creates a unique platform that shares customer feedback directly to their friends and followers on Facebook, Twitter and Linkedin. 

Vizzbooks intentions are to capture your customer's feedback immediately after their experience, by logging onto a personalised branded tablet. 

Your customer's reviews will automatically attach and post on Facebook, Twitter and Linkedin. You can also upload vouchers, special offers on the Vizzbook dashboard, Customers can access these from your website which can give you an average ROI is 546% return. 

Benefits for your business 

Marketing from captured data 

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CACI Free Prize Draw for NSW

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Free Prize Draw to Win a CACI “Non-Surgical Facelift” treatment worth £120 to celebrate National Spa Week 2017. 

All you have to do is ‘LIKE’ the National Spa Week Facebook/Twitter page, SHARE this post and COMMENT below as to why you would like to win this treatment. Everyone who completes all three steps is automatically entered into the free prize draw to win this fantastic prize. *Terms and Conditions apply. 

The award-winning CACI “Non-Surgical Facelift” treatment is the go-to facial for numerous celebrities to get their skin ready for the spotlight. The CACI “Red Carpet Facial” has garnered the attention of international celebrities that include Lindsay Lohan and Christie Brinkley as well as numerous UK TV personalities. 

Long-time CACI fan Jennifer Lopez says “The CACI Ultra is amazing”. 

What is it? 

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UKSA Networking Events

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September has been an exciting month for our Spa Operator contingency! We held not one but three Spa Director Assemblies across the UK! 

In London wellness was on the agenda in the tranquil surroundings of Bhuti in the heart of Richmond. Bhuti is truly a one of a kind, an eco wellbeing centre, day spa, yoga studio and vegan cafe in the heart of South West London. Debate and discussion focused around agency staffing, commission structures and hotel capture rate. 

Our Northern Assembly took place at a historical landmark in the Spa world, the Devonshire Dome, Buxton, where the healing waters stretch back at least as far as the Romans. The building became known as the Devonshire Royal Hospital in 1934 and was one of the last hydropathic hospitals in the UK, using the healing waters to treat many health conditions. The Dome still houses a modern day Spa which is run by the University of Derby. Students can get hands on experience working in the Spa whilst studying for a degree in Spa Management. Our Assembly here took an academic stance and discussions were had about how students perceive a career in spa, what are the barriers and how do we PR Spa to the students so that we don't lose them to other fields in Beauty. 

In addition to our regular Northern and London Assemblies we hosted our first ever South West Spa Director Assembly by request of the Operators in the SW who are growing in number and seeing an increasing focus on Spa and Wellness in their region. We were therefore delighted to host this meeting on their behalf at the 16th Century Boringdon Hall in Plymouth. Exactly one year ago to the day we were there they had opened a new wing to the hotel, Gaia Spa, drawing inspiration from Gaia (also known as mother nature) they designed a spa that encompasses natural materials including wood, stone and glass for natural lighting in order to bring the outdoors in. The Assembly brought together leaders from Spas across the region and discussions focused on staffing and retention and how we go about highlighting the ever expanding SW Spa sector to the rest of the UK! 

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Maximize New Business In National Spa Week

 

Buddy with the right partners for maximum new business 

Sounds obvious, but look for businesses which target the same customer audience as you. Fashion retailers, restaurants, wedding dress shops, bars, health clubs, florists and hair salons 

Promote yourself to their clients. And vice versa 

Promote your offer on their website 

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Ideas for Events and Social Media or National Spa Week?

So you have signed up to be part of The UK Spa Association, National Spa week, and looking for ways to how to get your customers through the door to gain the physical, mental and emotional benefits of regular spa visits. 

What about advertising on your website and through social media how you are supporting National Spa week and offering treatments to support your local cancer charity, International Breast cancer day, or raising money for charities such as Look good feel better helping women with cancer or even for the young one's teens unite fighting cancer. 

If you are a salon that has trained therapist in Cancer Massage, why not offer a sponsor a treatment for a cancer sufferer, this could be done by someone paying for a friend or relative to receive a treatment. 

What about your regular clients when they tweet/like on facebook and all your social media platforms, mentioning your business and the #nsw @spavoice could be a free hand or foot massage this will really help to shout about your amazing business 

Mini treatment trials sessions such as neck and shoulder massage, back facial, mini facial, foot or hand massage. 

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How to leverage your involvement in National Spa Week

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National Spa Week is a fantastic event to be involved in, an event which is about raising awareness to the public about the importance of time out and visiting a spa. It is growing hugely as an industry event, and many spa directors have given feedback on how it’s boosted them and how they have managed to leverage their involvement and spa during National Spa Week. 

So how can you use NSW to your advantage? Once you have your offer set, you can promote this in many ways, to gain interest in your spa. Here are our top 5 suggestions: 

1. Send press releases to your local papers, magazines, radio stations, industry publications, and so on. Tell them about NSW, its importance, and what you’re offering to get involved. 

2. Invite a local blogger in. Take a look at local bloggers that present work similar to your spa’s ethos and standards and invite them into discuss NSW, and experience a mini treatment. Get them shouting about you and NSW too. 

3. Have some flyers created and distribute them in local shops and businesses that can help raise the benefits of visiting a spa in collaboration with NSW (we have provided some free templates on the NSW website). Perhaps you could even do a joint promotion with a local business. If you don’t offer accommodation, could a local hotel join you for NSW? Or perhaps someone could come in to offer meditation if you don’t already offer it. 

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Don’t underestimate the power of facial massage

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A good facial massage can allow your face to breathe and restore the sparkle and colour.  We do tend to overlook the face when talking about massage.  Facial massaging will boost blood circulation, firm skin and tone the muscles while also encouraging the flow of lymph and releasing endorphins - the hormone of joy.  It can slow down the ageing process and bring about a real relaxation. So why go under the knife when there are other ways to achieve the similar results!

We tent to think about massage as a part of beauty treatment procedures, but good face massage can bring much than that!There are hundreds nerve points on the face and according to Chinese medicine these relate to each body’s organs. So massaging your face can affect positively your whole body. 

We ‘face’ the world every day from the moment we wake until we retire. Think of all those phrases ‘face the facts’, ‘put on a brave face’, ‘talk face to face’ all ways we deliver our messages. Our face can be under lots of stress as a result of that. We hold our emotions there but also face can be affected by the profession we do.

For example teachers, speakers, actors will usually have quite tense face muscles especially around the jaw. Lack of sleep will affect our face, tension in shoulders or neck will definitely leave the mark on the face. Headaches both chronic and occasional will tense the fascia, creating even more pressure hence more headaches. We could go on and on.

There is also touch element in it which we all need so much. We know that massage is hugely popular in the spa and there is a reason for it. People are craving connection. They crave the power of touch.

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Why is National Spa Week so important for our Industry?

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If we want our industry to grow it is imperative that we make the public understand the many benefits of regular spa attendance. It is easy when you work in the industry, living and breathing your area of expertise, to assume that everyone magically knows the benefits too. That’s why everyone is coming to spas already right?

Wrong!

To date, only 5% of the UK regularly have spa treatments. That’s not to say more people aren’t occasionally visiting a spa, as a treat or for a special occasion but the operative word here is ‘REGULARLY’.

You wouldn’t go to a gym for a one-hour workout, only twice a year and expect to be two stone lighter with a beautifully toned body (we wish). In the same way, your clients can’t expect to receive long lasting benefits from visiting a spa only twice a year.

So it is up to YOU and US to remind the public why regular spa attendance is as important as regular gym attendance. And THAT is why National Spa Week exists.

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Work, Work, Work

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We’re over two thirds through 2017, which means it’s time for us to start thinking about our marketing for the rest of the year. It’s time to plan, ready to maximise one of the busiest times of the year, you know what’s coming…. Yes, I apologise now, we’re talking Christmas.

How’s your marketing plan looking? Are you organised from September onwards? If not, or if you are simply looking for extra ideas to include within your current plan, then we have some tips and ideas for you here.

Let’s break it down month by month:

September

The children are back to school and the grown ups have more time for themselves. This is the perfect time for de-stress treatments and rituals, ‘back to school’ or ‘recover from the summer holidays’ treats. How about a little demo video of your most popular massage treatment to share with your customers?

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Meet the National Spa Week Sponsors

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Groupon is one of our valued sponsors of National Spa Week 2017. Ross Tulloch, Vice President of National Partnerships at Groupon UK tells us why it was important for them to get behind National Spa Week. 

“Groupon is proud to co-sponsor National Spa Week 2017. We work with hundreds of spas across the UK and pride ourselves on building positive, long-lasting relationships with businesses looking to attract new and loyal customers. National Spa Week give us the opportunity to show our continued commitment to the industry while also helping to raise public awareness about the benefits regular spa attendance can offer” 

Groupon will be providing some exciting additional incentives for every spa that signs up to take part in National Spa week. Watch out for more details in next months Spa Voice! 

http://www.spaweek.co.uk/what-s-it-all-about/about-sponsors

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Nails for this Season

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Nails are currently a big thing! They are also a popular addition to spa days, so it’s good for us to be aware of current trends and demands. 

We all like to have lovely looking, soft, summer feet, and the industry is seeing a growing demand for results-driven treatments. Treatments such as Callus Peels are very popular and also make a simple upgrade to any pedicure. These treatments generally include the application of patches to the feet to deeply exfoliate using Salicylic acid. 

If we think of trends this year, it’s been all about mermaids and unicorns, with that come to the shimmery metallic colours, glitters and summer brights, which are all causing a big stir. At the forefront of the summer, brights are bolder colours such as yellows, oranges, blues and greens. 

A podiatrist with an expert-led hand and foot range of products, Margaret Dabbs has been dubbed ‘Britain’s Queen of fabulous feet’. Margaret and her team have a regular presence at the UK Spa Association events, so we thought we’d take a look at the range of offerings during this season’s demands. With Margaret’s extensive knowledge, the pedicure treatments and products are very results-driven, giving a perfect, smooth, finish that leaves clients wowed. 

The nail colours at Margaret Dabbs have been exciting us greatly! We are loving the summer brights of Daffodil, Chrysanthemum, Echinacea, Periwinkle and Spearmint, and the shimmery metallics of Sugar Rose Gold, Edelweiss, Silverbell and Cherry Blossom. 

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Cool Down Spa treatments

So, how “hot” is your spa? Are you running with the latest trends and technologies to help your guests to cool down? 

August is the month where the kids are off school, and thousands of your frazzled clients are trying to keep them occupied whilst enjoying the summer heat. Want an offering to help keep those parents cool and calm? 

Then look no further than the use of flotation tanks to aid their quality of sleep during these summer months. 

This unique approach to health and well-being allows your client to enter a state of soothing tranquillity. Floatation tanks have proven to be one of the most effective ways to enhance mood. This is due to the increased levels of dopamine and endorphins during a treatment, leaving clients with less physical pain and a heightened sense of happiness! 

Your clients will benefit from the use additional mineral salts, allowing them to feel feather light for days to come. 

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Are you ready for this increasingly popular trend?

It is the beginning of the summer holidays and the Brooks family are planning their summer holiday. Dad works as a plumber seven days a week on call 24 hours, and mum works as a part time medical receptionist. The weekends are taken up with weekend activities for the children.

Mum and dad are exhausted and really could do with a spa holiday like they used to have before they were married and the family came along, however, how would they be able to have great spa treatments without the children’s constant demands?

The amazing thing about today's industry is that spas, hotels country houses and urban spas from one end of the country to the other and world wide have woken up to the needs of family orientated spas. Many spas world wide now offer family spa facilities with suitable treatments for teenagers, children’s clubs where an area is provided to entertain the children and supervised professional childminders, and even for young babies and toddlers there are crèches. That way mum and dad can have that amazing, relaxing wellness spa treatment experience in peace.

When considering family spa days in your establishment, it is important to bear in mind that you may need to ensure it meets the legal regulations of your premises, including health and safety and public liability insurance. If dealing with minors make sure you meet all the requirements. Remember also to consider your other clients and their needs so it may be something you have once a month or every other month.

However, if you  have decided to make your spa or salon family friendly you will need to give some thought to your planning, although you don’t necessarily have to invest in a complete facilities overhaul. You can cater for families by simply extending your existing treatment range; remembering also that this could be great revenue boost at the quiet times of the week, month or year.

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DISCOVER THE STRENGTH OF COLOURS FOR BODY, MIND AND SPIRIT!

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SOFRI Energy Cosmetics is a perfect combination of cosmeceutical products with a holistic concept of Colour Energy.

SOFRI has discovered the beautifying, energising effects of colours on body, mind and spirit for holistic cosmetology, and building on from that has created a unique care system of 7 colours based on chakra teachings.

The Colour Energy concept by SOFRI not only touches and beautifies your skin, but also the very core of you. Premium quality nourishing compositions use colour energy against emotional stress, release blockages, increase energy levels and your zest for life.

Chakra teachings observe and understand the individual holistically – physiologically, psychologically and energetically. If there is disharmony in chakras (energy centres along the centre axis of the body), this is usually evident on skin. Here, colours are able to balance out these energy deficits in the chakras.

The products are combined with each other in a colour mosaic – to match your individual treatment requirements.

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Sneak behind the scenes


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