Spas: Embracing wellness - Somadome
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Industry development
Spas: Embracing
wellness
through the pandemic
and beyond
New touchless equipment, was growing overall, with total revenues
more outdoor experiences, over USD$18 billion, and average revenue
and safe returns to wellness per spa reaching $826,000 in 2018.1 Nota-
services people are accus- bly, among 6 spa types, 80% were day spas
tomed to are all part of and 8.2%, medical. These are the types of
the spa trajectory moving facilities most likely to serve older adults,
forward and to operate as part of an active-aging
community.
by Marilynn Larkin, MA
The pandemic forced 99% of spas to close
Spas have long been a wellness hub both in the first quarter of 2020, according to
in senior living communities and in the ISPA. However, by October, most spas had
community at large. International Spa
Association (ISPA) data from before the
coronavirus pandemic showed the industry Continued on page 24
22 The Journal on Active Aging 2021, Volume 20, Issue 1 www.icaa.cc
Hydrotherapy with Gharieni Libra Edge K features choreographed water temperatures and programmable water pressures using a touch-screen control panel. Photo: © Gharieni Group
Spas: Embracing wellness through the pandemic and
beyond Continued from page 22
A therapist is optional for acoustic and vibrational therapy with the Gharieni SpaWave System, which allows touch-screen
preprogramming. Photo: © La Butte aux Bois, Belgium
navigated the reopening process, with 90% spa visits once the pandemic ends. And only The spa industry veteran has worked in vari-
reporting opening and receiving guests.2 25% say they will feel very nervous about ous capacities over 30 years to bring health
visiting a spa at that point.3 and wellness centers, programs and education
The turnaround has been “impressive and to spas, residential communities, country
gratifying,” according to Wendy Bosalavage, Wellness is a strong driver of the return to club communities, commercial fitness centers
spa and wellness/chief revenue officer and spas, and ISPA says respondents’ increased and not-for-profit facilities. A Medical Spa
president of New York City-based LIVunLtd, attention to their wellness in general is a Society founder, Bosalavage also served as a
a consultancy, amenity/spa management positive sign for the industry. Forty percent board director for Glen Ivy Hot Springs Spa
company and concierge company. Yet, of respondents report getting more physi- and Day Spas, as well as on ISPA’s Standards
reopening has come with “some significant cal exercise during the pandemic, 41% say and Practices Committee and as the Day Spa
transformations,” she acknowledges. they’re eating more healthily; and 55% are Association’s former president. Currently,
doing more to look after their well-being.3 she cochairs both the Social Impact Initiative
Customer expectations and the transforma- ISPA suggests the data “may indicate a and the Living Well From Within Initiative
tions they’ll require are highlighted in a greater desire for investing in their health for the Global Wellness Institute, and serves
consumer survey conducted for ISPA by and accessing spa services once guests are as treasurer of the Green Spa Network. (To
PricewaterhouseCoopers, LLP, at the end able to return.” learn more about Bosalavage, see the “snap-
of April 2020.3 For example, 42% of spa- shot” sidebar on page 28.)
goers anticipate asking a therapist to wear Bosalavage notes, “These insights into cus-
a mask during treatment; 72% will likely tomer thinking, and their expectations for a The Journal on Active Aging® recently in-
bring their own hand sanitizer; 65% say return to a ‘new normal’ are shaping how spa terviewed Bosalavage about where spas are
they will avoid communal spaces; and 64% services will be offered in freestanding spas, heading and why they remain a necessity
will avoid shared amenities. as well as in senior living. The need has never for the active-aging industry.
been greater,” she adds, “and the industry is
Nonetheless, more than 80% of respon- anticipating a ‘pent-up’ demand after all the ML: Wendy, how would you describe the
dents plan to spend as much or more on restrictions put in place over the past year.” current situation for spas, given that we are
24 The Journal on Active Aging 2021, Volume 20, Issue 1 www.icaa.cc
still in the pandemic, and restrictions vary in
different places?
WB: As noted earlier, spas are in a trans-
formative state. They are making signifi-
cant changes to how they do business, in
keeping with pandemic protocols, with an
eye to the future. Overall, spas are doing
well, and anecdotally at least, many have
been experiencing an uptick in the past The SpaWave System uses Gharieni’s MLW
few months. We’re seeing innovative ways Amphibia NEO table, with heated water
of delivering services and new equipment cushioning. Photo: © Gharieni Group
that enables individualized, touchless well-
being experiences. ally communal experiences. We’re guiding In terms of new equipment, the industry
clients toward personalized experiences for has pivoted to technology. For reflexology,
Right now, we’re looking ahead. And we now, designing the experiences for indi- for example, there’s something called a
envision what will most likely be hybrid vidual use. The salt room is a good example. Kneipp pool. As a person walks in the pool,
kinds of settings and services. Before we Usually, an individual shares that room it provides reflexology using different types
get there, we need to get through the pan- with 4 or 5 other people. Instead, we’re of pebbles on the floor and different water
demic and its requirements while doing designing salt capsules for individuals— temperatures. Some treatment rooms also
what we do best, and what is particularly someone uses the space once, then it gets offer waterless massage beds, plus sound
important now: helping customers opti- wiped down and totally disinfected before and meditation beds. Again, these are for
mize their wellness. the next person comes in. This same indi- use by an individual with no therapist.
vidual use is true for infrared saunas as well.
ML: Many organizations recognize the And we’re offering steam showers instead We expect many spas to turn to touchless
benefits of spa services across the continuum, of a steam room. services such as hydrotherapy massage beds
from independent living to memory care, that deliver high-quality hygienic treat-
even as the pandemic continues. What In addition, we’re incorporating a lot of touch- ments but require minimal staff. Guests
should they be aware of if they’re consider- less points. Customers don’t have to open the can choose which body zone needs more
ing setting up an on-site spa now? door, for example, as it opens for them. Also, attention and alter the pressure, speed and
instead of a greeter, check-in is touchless. duration of the treatment on their own.
WB: I’ve been working on a spa for an as- The values they set for each experience can
sisted living community in Manhattan, and The focus on eliminating touch and human be combined and saved, forming a specific
we continue to make design changes that contact is, of course, counterintuitive to the individualized treatment that can be called
will enable us to serve clientele now and spa environment, which is all about heart- up from a library of treatments. In essence,
easily retrofit once the pandemic is over. A centered relationships and making people spas can create their own massage journeys
key is multipurpose spaces. For example, feel comfortable. We recognize, however, and/or personalized programs that they
relaxation rooms are being designed now that there is some understandable trepida- save for frequent guests.
taking social distancing into consideration. tion on everyone’s part, so we need to make
We’re asking such things as: How many the experience as safe and comfortable as ML: What costs are involved with installing
lounge chairs can we fit if they have to be possible. this type of equipment?
6 ft. apart? The same thing for a pool. How
many lounge chairs can we have? What For the initial visit, instead of filling out a WB: These pieces of equipment are defi-
kind of partitions can we have? Happily, form on a clipboard or tablet that someone nitely an investment as they run between
working with our interior designers, we’ve hands to them, customers will receive a USD$5,000 and $10,000 each. On the
come up with some aesthetically beauti- form via email to be filled out prearrival. A other hand, you can lower the cost for
ful partitions that are flexible, should we therapist will see in advance if a person has service because these touchless pieces of
have to move them to accommodate more any issues, and the two can talk on Zoom equipment don’t require a therapist. The
people. before the visit. In that respect, there is still question really is, how can an organiza-
an opportunity to build a personal relation-
Other big changes are coming for our ship with a therapist, even if the actual visit
steam and sauna rooms, which are usu- is touchless. Continued on page 26
www.icaa.cc 2021, Volume 20, Issue 1 The Journal on Active Aging 25
Spas: Embracing wellness through the pandemic and
beyond Continued from page 25
The Somadome™ meditation pod integrates energy medicine with color, illumination and sound therapy in an immersive experience
designed to improve the user’s mood and well-being. Image courtesy of Somadome, Inc.
tion not afford to invest in these services? For example, foods in senior communities ing a treatment that costs USD$150 when it’s
There’s a lot of competition. To stay com- and venues used to be very institutionalized, delivered by a therapist, there’s a margin needed
petitive, you have to figure out how to but that’s now not acceptable. Back then, you to cover the costs of electricity, towels and things
make this work. could have said, “Oh, can we afford to have like that. These services could become another
foods personalized for individual tastes and added benefit to market to prospective residents.
Many Boomers have experienced the ben- nutritional requirements?” Well, it might not
efits of massage and, particularly because of have looked good on profits and losses state- ML: What about organizations that aren’t
COVID, they’re very aware about building ments, but organizations realized they needed starting from scratch—that is, they already of-
the immune system and prevention. Well- to do it. fer spa services on-site, but need to make protocol
ness is a key. So, organizations that serve changes to follow cleanliness and other pandemic
older adults need to offer these options. My prognosis is the same thing will happen requirements?
People who are in their 50s now might be with spas. Senior living organizations will
your new customers in independent living, need to figure out how to make these spa ser- WB: A touchless check-in system is something
and they’ll want the services they’re accus- vices work while bringing in some return on organizations can institute immediately, as is
tomed to getting. They also may have par- investment. It might be similar to a country sending the initial registration form. They may
ents in their 80s. When they’re helping their club, where generally the costs are lower be- also retrofit some space for relaxation with
parents look for a place, they’re going to be cause they’re not looking to monetize the rev- lounges placed 6 ft. apart. Residents can bring
looking for fitness and wellness. enue stream through services. Instead of offer- their own blankets.
26 The Journal on Active Aging 2021, Volume 20, Issue 1 www.icaa.cc
It might make sense to try some of the washed my hands and the therapist washed
equipment incrementally, in stages. Maybe her hands. An air purifier was in the room. Resources
put in one touchless bed and see how The therapist wore a mask and a shield, and
people feel about it. I wore a mask. When I had my head on the
massage table, there was a pillow case over Internet
Also, we’re recommending that spas book the donut-shaped pillow, so I breathed in
clients every other hour, which gives the air my own air instead of room air. Gharieni Group GmbH
in the room a chance to turn. You also can
say to potential customers, “Look, we’re The reality is, people will still want the hu- www.gharieni.com
staggering utilization. There’ll be nobody man touch; nothing replaces it. At some
in that room for a full hour, and we’re go- of our locations, people are already asking GSNPlanet (Green Spa
ing to disinfect it during that time.” when they can get in-person massage. Some
Network)
single people, in particular, have not been
Of course, hygienic practices are more able to be touched since the pandemic https://gsnplanet.org
important than ever. For existing spas, this started. They would welcome the oppor-
probably will mean educating staff, putting tunity to have even a foot massage now. In International Spa Association
policies in place, creating a checklist and fact, if you go for a foot massage now, and
having clear expectations for the staff or you and your therapist wear masks and you https://experienceispa.com/
management company. There needs to be have a shield, you’re pretty safe. Once vac-
a big focus on cleanliness, and everything cinations are done, I think people will have LIVunLtd
needs to be monitored—even simple a comfort level to come back.
https://livunltd.com/
things, like making sure linens are changed.
Importantly, customers need to be aware of Organizations might say, “Why should I
what you’re doing. We used to assume basic invest in new equipment and protocols Somadome, Inc.
things like changing linens were done, but now, if the pandemic will be over in a cou- https://somadome.com
we can’t assume anything anymore. ple of years and people will go back to what
they had?” The reality is that while I’m in-
I stayed in a hotel recently, and a label over credibly optimistic about the future of spas, Spa Industry Association
the door of my room said, “This room has they are unlikely to ever be the same as they (The Day Spa Association and the
been cleaned and checked.” The same thing were. We are adjusting to a new normal.
International Medical Spa Association
could happen in the spa area—for example, Organizations should consider building a
a visual on the massage bed saying, “These hybrid design that they can easily modify, consolidated in 2017.)
linens have been changed.” Do whatever should something like this pandemic ever https://dayspaassociation.com
you can to create an environment of safety happen again.
and cleanliness, and communicate every-
thing explicitly to customers. People will continue to want wellness Print
services. They’ll want to listen to beauti-
ML: You and others have noted that spas ful music in a quiet, tranquil place. They’ll PricewaterhouseCoopers, LLP, for
as people used to know them—with ther- want to have facials. I know people who are
apist-provided services—will come back, going for facials now. As long as we adhere ISPA Foundation. (2020, April).
and have started to do so already. Can you to the protocols to make sure that we’re Navigating Through the COVID-19
elaborate? doing everything possible to make it the Pandemic: A Consumer’s Point of
safest experience it can be, this industry is
View. Executive Summary. ISPA
WB: In time, people will go back to hav- far from done.
ing therapists, but there will be precautions Consumer Snapshot, Vol. X.
such as we’re building in now—they might Ironically, touchless used to be looked Available at https://view.joomag.com/
wear a mask or a face shield. And there will down upon in the spa industry. People consumer-snapshot-volume-x-
be new protocols, like having your tem- would say, “Oh, no, if it’s touchless, you
perature taken and handwashing. don’t get the benefits.” Well, I’ve been in executive-summary-consumer-snapshot-
some of those touchless machines, and I vol-x/0164057001588186052?short&
In fact, I went for a spa treatment recently.
When I came into the treatment room, I Continued on page 28
www.icaa.cc 2021, Volume 20, Issue 1 The Journal on Active Aging 27Spas: Embracing wellness through the pandemic and
beyond Continued from page 27
will tell you something, I felt great when I
We n d y B o s a l av a g e : A s n a p s h o t
came out. So, having options to go touch-
less or to have a therapist will be ideal going
Standards and Practices Committee of forward.
the International Spa Association and
as former president of the Day Spa As- The other thing spas are doing is making
sociation. Currently, she cochairs both big use of outdoor spaces, especially in
the Social Impact Initiative and the Liv- environments where the weather is mostly
ing Well From Within Initiative for the good year-round, like Florida. Lots of ser-
Global Wellness Institute, and serves as vices can be provided outdoors, whether it’s
treasurer of the Green Spa Network. a hot tub for one person, outdoor classes
where people retain a sense of socializing
Also, Bosalavage strives to help people and belonging to a group, or walking trails
and labyrinths designed as part of the spa.
take better care of themselves by giving
Some organizations are incorporating treat-
back to her community through volun-
ment rooms that open up to a patio, so the
teering and mentoring. She served on the treatment can be given outside.
boards of NAMI (National Alliance on
Mental Illness) Rockland, the JCC (Jew- The bottom line is, the wellness industry
ish Community Center) Rockland, the and spas are not going away because of
former Reuben Gittelman Hebrew Day COVID. They’ll look a little different, but
Wendy Bosalavage School, and as fundraising chairperson the demand is there. We live in an experi-
for the 2014 Shatterproof Challenge, ence economy with wellness as a key. Older
an initiative to increase awareness and adults will spend on experiences that make
As spa and wellness/chief revenue of- them feel good, now and in the future.
resources to fight addiction. She is also
ficer and president of LIVunLtd, a New
currently a board member of GOSO
York City-based consultancy, amenity/ Marilynn Larkin, MA, is an award-winning
(Getting Out and Staying Out), a reentry
spa management company and concierge medical writer and editor, an ACE-certified
program for young men involved with
company, Wendy Bosalavage helps to personal trainer and group fitness instructor,
the justice system. Bosalavage has studied the editor of ICAA’s Research Review, and a
redefine the way people interact with
dialectical behavior therapy, a form of contributing editor and technology columnist
their communities, unwind and live the
cognitive behavior therapy aimed at de- for the Journal on Active Aging®.
21st century “dream.” For more than 30
veloping healthy ways to cope with stress
years, she has worked through consult-
and improve relationships with others, References
ing, design, marketing, programming and
and has a certification from the Institute
operations to bring health and wellness 1. International Spa Association. (2019). 2019 ISPA
for Integrative Nutrition to learn skills
centers, programs and education to spas, US Spa Industry Study: Executive Summary.
to help her work with people in under- Retrieved from https://view.joomag.com/2019-
residential communities, country club
served communities and those reentering us-spa-industry-study-execsummary2019/
communities, commercial fitness centers 0642272001565106132?short.
society after incarceration.
and not-for-profit facilities.
2. International Spa Association. (n.d.). October
Bosalavage credits her success to sur- 2020 Snapshot Survey–Quarterly Performance.
Bosalavage is a founder of the nonprofit Retrieved from https://experienceispa.com/
rounding herself with a strong network
Medical Spa Society, created to promote ispa-academy/research.
of women who can help support each
the sound development of the medical
other in business. In April 2014, New 3. PricewaterhouseCoopers, LLP, for ISPA Foun-
spa field. She served for more than 7 dation. (2020, April). Navigating Through the
Jersey Monthly Magazine chose her as one
years and oversaw strategic planning on COVID-19 Pandemic: A Consumer’s Point
of its “Leading Women Entrepreneurs of View. Executive Summary. ISPA Consumer
the Board of Directors for Glen Ivy Hot Snapshot, Vol. X. Retrieved from https://view.
and Business Owners” based on her in-
Springs Spa and Day Spas in Temescal joomag.com/consumer-snapshot-volume-x-
novation, market potential, community executive-summary-consumer-snapshot-vol-x/
Valley, California. Her professional
involvement and advocacy for women. 0164057001588186052?short&.
contributions include serving on the
28 The Journal on Active Aging 2021, Volume 20, Issue 1 www.icaa.ccYou can also read
