Making the Spa Retail Link to Fitness Patrons

With proper retail positioning, a fitness center can enhance its bottom line.

Fitness facilities can improve their bottom line and member satisfaction by offering products and services that complement the lifestyle path their members have already chosen. With proper retail positioning, a fitness center can enhance its bottom line.

Create a spa-fitness link

It is important to offer services and products that link spa services to fitness, and create the opportunity for a retail sale. Fitness centers that offer massage can incorporate body products into treatments, offering members a more sophisticated menu of services and a potential retail sale. However, it can be a challenge finding products that fit every budget. There are several vendors that will work with smaller facilities, and generally have products that are more affordable. However, most product lines require large minimum orders, and will only provide training once fitness centers reach that baseline.

Define your clientele

When creating a spa services menu, consider your spa and fitness clients and their needs. The obvious spa services are fitness-related, such as sports or deep tissue massage. By incorporating products that reduce pain and inflammation, for example, you not only offer a better service, but can also introduce a take-home remedy. This can create a stronger relationship with the member. Personal care products are also a natural choice when building your retail inventory.

Consider lifestyle products

Your members have shown their commitment to a healthy lifestyle by joining your fitness center. This concern about health and wellness lends itself to offering "lifestyle" products in your retail area. Lifestyle products address overall wellness, rather than focusing on only topically applied products. Some examples of lifestyle products include the following: Aromatherapy. In addition to traditional oils, there are other options available, such as essential oil patches. Consider incorporating patch therapy into a massage treatment and marketing them to travelers.

Body lines. Quality and cost-effective body lines include massage oils, shea butters and exfoliating body products in a variety of scents.

Food items. Many people view a visit to the spa as an indulgence, so why not capitalize on that idea in your retail selections? Sell natural, organic chocolate or exotic teas. Advertise their health benefits and offer specials around certain holidays.

Unique product ideas

The following companies have unique products that fitness center spas could incorporate into their retail strategies. Sprayology. The Sprayology line consists of 20 homeopathic, FDA-regulated sprays and four vitamin sprays. Best sellers include Party Relief, Travel Ease and Body Balance (www.sprayology.com).

Elixir Tonics. Elixir Tonics are designed to deliver large doses of vitamins and minerals in a fruity concentrate (www.elixir.net).

Naturopatch. Naturopatch Essential Oil Patches offer aromatherapy to clients. (Smell is the only one of the five senses that goes directly to the brain without first being processed.) The patch is made of a gel matrix that holds the essential oil until the patch is placed on the skin. Consider incorporating this patch therapy into massage treatments (www.naturopatch.com).

SpaBlends. SpaBlends is a body line that includes massage oils, shea butters and exfoliating body products in a variety of scents. The company provides treatment protocols, and has a small opening order for both back bar and retail products. These products are great for a small facility (www.spablends.com).

Universal Companies. Universal Companies' Spa Success Kits offer small facilities well-thought-out treatment packages that combine products, training protocols and suggested retail products. Additionally, the company offers gift items that are lifestyle related (www.universalcompanies.com).

Skin Fitness. Skin Fitness offers skincare products made from natural ingredients. The line of treatments includes Blueberry Peel, Chocolate Wasabi Toning Mask and more (www.skinfitnesstherapy.com).

A fitness center can boost member satisfaction and bottom line profits by adding a few carefully chosen retail lines at a minimal investment.