The fitness industry traditionally allocates all its marketing dollars on upping memberships and subscriptions.  Fitness centers can be making more profits by driving new non-dues revenue sources.   Retail often falls short in fitness centers because owners and operator find it too daunting.  In addition, fitness center work best when located in high-visible retail locations with easy access to shopping. 

One way to keep members at the gym longer is to help them recover.  New research suggests taking strategic time off from your workout routine can maximize the benefits of physical activity and minimize the risks.  Utilize that time with a recovery bar.   Recovery bars have the potential to become the new juice bars at the gym.  CBD balms, myofascial rollers, electrolyte drinks, and shower accessories are all helping people feel better before, during and after workouts and the fitness industry can be benefiting from it. 

With so many options, choosing the perfect products to add to your recovery bar can be time consuming and sometimes impossible.  We’ve cut through the clutter and curated, tested top sellers that can turn a prevention bar into a lucrative profit center.

Daily roll – Self-care is any activity that we do in order to take care of our mental, emotional, and physical health, and Rykr Roll understands the importance of taking care of all three…at the same time. Featuring both function and innovation, with a stylish on-the-go approach, Rykr Roll’s handheld self-massage products are designed for people to pinpoint pain, and easily apply acupressure and massage to the muscles, promoting better oxygen flow and blood circulation, to achieve optimal pain and tension relief. This offers a moment to slow down your thoughts, alleviate stress, boost immunity, and sink back into your body so you can feel grounded and connected to your daily work, activities and leisure time.  

More than CBD – The CBD industry is exploding with products that offer myriad solutions to pain, anxiety and other conditions.  Many products fall short because the companies had hoped that CBD would make the difference in an otherwise lacking product.  However, CBD is just one of the ingredients in Muscle MX—a line of topical relief balms, dietary supplements and lotions, that help ease everyday muscle and joint pain for a healthy recovery, so you can stay on the move pain-free.   

Glide past the workout – Every person’s hygiene routine is different. It’s personalized based on what each’s body needs to get through the day comfortably and in style.  When it comes to chafing, people chafe in different spots for different reasons, sometimes even depending on the weather. Whatever the reason is, protection from rubbing is the key to prevent painful chafing altogether. Body Glide Anti-Chafe, Anti-Blister Balms are the solutions to chafing – easily a part of the daily routine with various advantages over petroleum jelly. While petroleum jelly creates a mess and leaves grease and stain on clothes, the Body Glide balms glide on quick, smooth, and easy – completely mess, stain, and grease-free. Petroleum jelly clogs pores and traps sweat beneath the skin. But Body Glide balms are sweat and water-resistant that keep pores clog-free and allows sweat to escape, letting the skin breathe.

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Your new 2020s clients will be a mix of all ages and stages. That means the old rules are just that; old, maybe not out-of-date, but nonetheless, old. Your future growth will come from your younger clients, the Millennials and the Gen Z crowd. However, there’s a world of difference between them and the Boomers and Gen X generational cohorts. As professional service providers, it’s important to understand these differences before you can effectively attract them, communicate with them and satisfy them.

The demographics we grew up with no longer define the younger cohorts. New research* found that the younger generations no longer identify with the demographics used by marketers for years. Segments like, race, gender, religion, income and family origin do not define these consumers. They do not have traditional identities. In fact, they don’t want to be associated with any particular identity. The research suggests the younger generations might better be known as “Generation Antidentity.” For the beauty industry, this means, we cannot assume that someone who loves getting their hair styled or colored regularly will be a candidate for spa services. The old “birds of a feather stick together” targeting strategy may no longer apply to how we identify and relate to new prospects.

Spa and beauty marketers have to learn to embrace the fluidity of these cohorts, because they are interested in products and services that cross traditional demographic lines. This means that for spas and salons to create meaningful relationships with young people, your marketing and especially your content has to embrace their flexibility of spirit. I cannot over emphasize how important selecting the appropriate graphics for your promotional materials and website are to attract new clients. At the same time, every word matters and that requires a special kind of content curator – one who understands what inspires a new younger client to try your business.

Your business focus also has to change to attract younger clients. It is no longer good enough to provide exceptional, exclusive service. Your business ethics have to align with theirs. What is your spa or salon doing to improve society? The young people are watching. This is why data strategy is critical in identifying new clients, while content and imagery will attract them. How you perform before, during and after every service will determine if you keep them and grow them. The changes that are happening in the beauty industry are not one dimensional and require careful planning. Remember, innovation is more than introducing a new product or service; it applies to your marketing strategies as well.

Until next time…

* Compiled by PSFK, a brand and retail research firm and consultancy, and Complex Networks, the Hearst owned media brand.

Bart Foreman founded EndGame Marketing Solutions (EGMS) in 2016 after a long sales and marketing career, including co-owning Group 3 Marketing with his wife, Phyllis, for 30 years. EGMS is a marketing consultancy helping brands create new marketing energy. Its focus is data manipulation and strategic planning. Foreman says he is an Executive Strategist, because it’s a lot more exciting than being a CEO. Foreman’s long history in marketing has focused on specialty retail and the professional beauty business. He co-founded the Direct Marketing Association’s CRM Special Interests Council. He’s been a workshop and mainstage speaker at many government, marketing and beauty industry events. He is a graduate of the University of Michigan and holds an MBA degree in marketing and marketing research from DePaul University.

THE ENDGAME: New thinking. New vision. New Energy.

Relaxing and tranquil spa breaks for a winter getaway

The Christmas and New Years celebrations are well and truly over.

Most of us have gone to work, and all that’s left to look forward to is the start of Love Island and the January sales.

If all of this is making you feel a bit down, then a spa break is just what you need.

It’s a great excuse to hit the restart button and enjoy life at a slower pace.

We’ve rounded up some great deals, on prices for two people.

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Spa Profitability Handbook Published By Horwath HTL Health and Wellness

Woman relax and looking into the distance in infinity swimming pool on vacation

BANGKOK, THAILAND ­– January 23, 2020 – With the rise of wellness travel globally, spas are chartered for continuous future growth and marketability. In today’s hospitality market environment, spas are no longer seen as a “nice-to-have” complementary facility but are established as a core element of the guest experience that not only drives demand but matures as an untapped source of profits. 

Whether a spa is a cost or a revenue centre depends largely on how it is integrated into hotel marketing and whether it is actively managed to drive profitable performance. For a spa to achieve its potential as a tangible asset, operators have to be committed to marketing and integrating spa models into the core business, actively growing revenue drivers and keeping costs under control. 

In a new report, Horwath HTL Health and Wellness discusses what physical and operational attributes affect spa profitability and outlines effective strategies for achieving a stronger bottom-line performance in the long run. 

The full report can be downloaded here

About GOCO Hospitality

GOCO Hospitality is a pioneering consultancy, development and management company creating, designing and operating tomorrow’s spa and wellness hospitality concepts. From initial market research through to concept, design, and management, the company’s experienced research, creative and operational teams collaborate closely with clients to create innovative wellness solutions specially tailored to meet the demands of the location and target market.

The Natural Makeup Trend—and How to Answer Questions Your Clients May Have

by: Matthew Burke It’s no secret that the cosmetics industry is tremendously profitable—industry experts estimate the beauty industry to be worth $532 billion(that’s “billion,” with a “b”)—but there’s a subset of the industry that’s growing with incredible speed: natural makeup. That is, cosmetics made without some of the chemicals known be harmful to humans.

Your clients may have questions related to cosmetics and the chemicals involved, so here’s a quick rundown of the basics. We’ll start with the good news:

Many—If Not Most—Chemicals Are OK. Despite some scary names—”tocopheryl acetate,” “methicone silsesquioxane crosspolymer,” “isododecane”—many of the chemicals used in cosmetics are not harmful to most users, and result in no adverse effects. So you don’t need to throw away your makeup collection just yet. In fact, when it comes to the problematic chemicals in makeup…

People Are Usually Concerned About a Very Specific List of Ingredients. There are literally thousands of different chemicals used to create cosmetics, but the list of harmful cosmetics your clients may ask you about will most likely be pretty small. They include:

  • Parabens, used in foundations, believed to be an endocrine disrupter that can potentially result in breast cancer;
  • BHA and BHT, a preservative in lipsticks that may be carcinogenic;
  • Formaldehyde, used in nail polishes and eyelash glues, believed to be a carcinogen;
  • Mercury, used in eye makeups, which can damage the nervous system;
  • Lead, also in eye makeups, which can also damage the nervous system; and among others…  
  • Siloxanes, also in foundations, which may be an endocrine disruptor.

If you or your clients are concerned about these chemicals, they’ve become very easy to avoid, as…

There’s an Abundance of Helpful Information Online. There are plenty of consumer groups that research the chemicals used in beauty products, but two in particular keep extensive databases of individual cosmetics: 1) The Environmental Working Group (EWG) has an incredibly-broad index named Skin Deep where it discusses thousands individual cosmetics—and discusses each of the ingredients in your favorite cosmetics, and 2) Skin Safe also an online database that lists almost 10,000 makeup products, and clearly lists what is—and is not—in each cosmetic. With that in mind…

There are a LOT of Natural Options on the Market. As interest in natural cosmetics gains traction, more and more companies are meeting consumer needs. Beauty Counter enjoys a great reputation (and has a “Never List” of 1,500 ingredients they omit from their products), as does Au Naturale Cosmetics (which focuses on long-lasting all-natural products), and Juice Beauty (which focuses on organic ingredients, but also on organic farming and sustainability). In addition to these brands, there are plenty of mainstream options which now omit these ingredients (and will tell you so on the label!). Keep in mind, however, that…

Marketing Terms Can Be Misleading. At present, the FDA does not define the terms “natural” or “organic,” meaning… just about any cosmetic can use the word “natural” or “organic,” regardless of what chemicals are included in the makeup. So you’ll need to do a little research and read ingredient lists to make sure that your favorite makeups—and the makeups you’re offering to your natural-minded clients—are the real deal.

Natural cosmetics are gaining traction, and that trend seems set to continue—a basic understanding of the product can help you meet your clients’ needs.

Matthew Burke is a makeup artist in Brooklyn, NYC, and writes about trends within the cosmetics industry.

Looking good is no accident

Makeovers are coming in several forms on East Second Street these days.

Nichole Jellum, 43, opened Beau Toi (pronounced Bo-twa) day spa and salon at 308 E. second St. last October. She and husband, Matt, have also been making over the building, the former site of Aero Print.

Last summer, Jellum took one look at the three- story building built in 1881 and said, “I’ll take it.”

Building manager Bill Dick and her husband just looked at each other, kind of stunned, she said.

The place needed work. A lot of work.

But it also fit Jellum’s vision—with hair and nail services on the first floor and esthetics on the second. It also had room for independent hairdressers, nail techs, masseuses and estheticians.

The space spoke to her even though it was covered in wood paneling, old carpet and windows covered in plastic sheeting.

The renovation has been a team effort. The building is owned by Mareta Maier and the Dick family of Dick, Dick and Corey Attorneys. And here’s the deal. The Jellums are investing tens of thousands of dollars into the remodel but they are recouping their money through rent reduction.

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7 of the best bootcamps around the world

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If you don’t feel like joining the hordes of people at the local gym this January or if you’re completely new to exercise and have no idea where to start, one way to avoid the crowds and not feel out of place is to book a healthy fitness bootcamp break. More and more people are booking these type of trips to get beach ready as soon as possible — plus it’s a perfect holiday for both singles and couples who want to kickstart a health plan.

Searching on Google for bootcamps yields more than four million results, so it’s hard to know what the best bootcamp to choose is. You may want a high intensity with no alcohol affair, or something more suited to the mind as well as body. We have a selection of the best places around the world for active holidays from high-intensity interval training to yoga retreats to surfing breaks and more.

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Functional Fragrances

“The future of fragrance will be using scent to ‘biohack’ our brains and bodies to perform better,” says Joanne De Luca of Sputnik Futures, a company that specializes in anticipating consumer trends. For example, researchers at Stevens Institute of Technology revealed that the scent of coffee alone might help people perform analytical tasks better, suggesting a placebo-like effect of caffeine. Don’t be surprised if the pleasant aroma of coffee brewing permeates your workspace in the near future!

The Nue Co., a UK natural supplement company, has created the first anti-stress supplement that can be worn as a fragrance. Dubbed “Functional Fragrance,” the new scent is unisex and was developed using data insight and research into the connection between cognitive function and the olfactory system.

The research of scent’s impact on learning and cognition will flourish over the next few years. Already, studies of rosemary’s effect on cognition indicate that being exposed to the aroma helps people perform mental tasks faster and more accurately. And, a positive side effect is the feel-good factor of aromatherapy: The subjects’ moods improved with exposure to the rosemary aroma.

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Orthopedic massage is a comprehensive system used for treating pain and injury conditions affecting the musculoskeletal system. The techniques used in this system of massage vary extensively and are chosen based on how they best address the client’s primary presentation.

One of the most beneficial and useful approaches I have found is active engagement. Active engagement techniques are most helpful when working with clients with specific pain or injury complaints, because they are highly specific. Using movement with massage intensifies the treatment in different ways and in varying degrees.

The Ladder of Intensity

Rick Garbowski, LMT, a teaching colleague from Georgia Massage School, coined the phrase ladder of intensity to describe a framework for active engagement methods. Intensity here means the level of effect of the treatment. In general, with active engagement techniques there is a continuum of effect — the less movement or resistance in a treatment, the less intensity or effect; and the inverse: More movement equals more effect and intensity.

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