Spa Design for Social Wellness
The surge in desire for meaningful connections post-pandemic has resulted in a boom of wellness developments catering to social health and wellbeing. In contrast to spas that cater mostly to individuals by way of one-on-one spa treatments and therapies, spa design that centers around social wellness aims to promote meaningful and positive social interaction and community development.
Just as the Renaissance period marked a revival of culture, art and knowledge, the resurgence of spa bathing culture in modern times is symbolic of a renewed focus on social well-being and the consumer desire for progressive wellness experiences that spark joy and human connection.
We invite you to continue reading to learn more about spa design for social wellness and to discover some of the leading wellness clubs and communities.
Loneliness is a Critical Health Issue in Modern Society
A 2023 New York Times opinion essay by the US Surgeon General confirmed what we already feel to be true; that loneliness is a critical health issue facing modern society.
The steady rise of digital technology in our daily lives and shifts to work-from-home convenience is causing a steady reduction in meaningful social relationships. The pandemic created a burgeoning market for virtual self-care, building upon decades of spa trends which pushed isolating ‘me-time’ products and services.
Today we are witnessing a disruption in the traditional spa industry, with businesses focused on facilitating healthy, group experiences that are purposefully designed to bring people together.
Growing Trends in Social Wellness
The design and development of hydrothermal bathing spaces have always been at the very heart of the Core Essence offering. We know from being both avid users, and designers of thermal amenities these are spaces where social wellness thrives. Last year, the Global Wellness Summit highlighted three inter-related social wellness concepts as being of particular significance:
THE MODERN, URBAN BATHHOUSE
THE SOCIAL SAUNA
THe COMEBACK OF COLD THERAPY
Hydrothermal Spa Design: Excellent Investment for Hotel Spas
At Core Essence, we don’t see hydrothermal bathing as a ‘trend’, it has a history that spans cultures, across many thousands of years. We do see it though, as an excellent investment for urban hotel spas, resorts, golf clubs and planned communities.
The development of a hydrothermal circuit of hot and cold installations (sauna, steam, ice plunge, vitality pools, etc.) are a significant revenue driver for spa operations. Spa operators in remote locations managing a therapist-led spa, face significant challenges in acquiring skilled labour for high-touch services. However, operating a hydrothermal spa reduces the reliance on skilled labour and reduces overall costs due to reduced staffing requirements. Spa attendants and a team of wellness concierges can serve a greater volume of guests than what is required in a 1-to-1 provider-to-guest service model.
Entry fees to hydrothermal circuits are generally more affordable than specialized services such as massage and facial treatments. This not only makes the spa offering accessible and appealing to a wider cross-section of clients but also gives a significant opportunity for enhancing spa visits through the addition of specialty treatments, food and beverage, and lifestyle products.
The Rise of the Modern, Urban Bathhouse
Remedy Place in New York launched in 2019, following the success of its West Hollywood location. Touted as ‘your new happy hour’, it is designed to attract a high net-worth, health-conscious clientele that is looking for shared experiences that don’t result in a hangover.
The ‘modern’ aspect comes from integrating high-tech health enhancements into a traditional bathhouse experience. The experience promises to enhance wellbeing through meaningful human connections and dedicated self-care. The offerings encompass a range of revitalizing experiences, meticulously curated to enrich health and social lives.
Guests at Remedy Place can engage with seasoned holistic practitioners specializing in Chiropractic Movement, Functional Medicine, Acupuncture, and Cupping.
Within the Ice Bath Studio, guided breathwork sets the stage for a refreshing six-minute dip into the ice bath. For those seeking recovery, the Hyperbaric Oxygen Chambers or Cryotherapy effectively promotes the body's innate healing responses and invigorates the spirit.
This journey promises a unique fusion of ancient wisdom and modern advancements, where resilience and rejuvenation flourish in tandem
Turn it Up: The Social Sauna
Othership is a wonderful example in the spa industry of reclaiming the purpose of sauna back to its primary identity as a vibrant social space, albeit with a thoroughly and unapologetically modern twist.
Othership opened in the Entertainment District of Toronto in 2022. Due to it’s immense popularity on the wellness scene in Canada’s largest city, they opened a larger second location in Yorkville in November 2023. Recent online teasers are preparing NYC ‘shipheads’ for a soft landing of their inaugural US location in New York mid 2024.
They successfully focus on building IRL human connections through the time-tested mediums of alternating extreme heat and cold. Guided group sauna classes run at peak times daily with guidance from a charismatic sauna attendant who smashes aromatherapy snowballs onto the sizzling sauna stones, and spreads the scent throughout the 40-person sauna with augfuss (towel-waving) rituals.
The “Up” classes often include invigorating breathwork that is guided to a soundtrack of high BPM playlists. The “Down” classes soothe frazzled nervous systems, with more grounded soundscapes, slow yoga-style stretches, softer sauna lighting and guided meditations.
Post-sauna, guests plunge into the ice baths. A variety of tuning forks, crystal bowls and chimes played by the guides provide a soundscape that helps facilitate a calm breath. Establishing trust in ones breath is essential in order to sustain oneself through a challenging few minutes of cold immersion. At peak times, two guests face each other in each bath, creating a feeling of camaraderie during the challenge.
In both locations, comfortable tiered seating illuminated by candles and a roaring fire emphasises the importance of rest and recovery. With a small menu of complimentary bespoke teas on offer, the lounge is a space to have quiet conversations and build human connections.
The Hydrothermal Spa at Oceanstone Seaside Resort, Nova Scotia
Improving Spa Positioning and Performance through Social Wellness Integrations
Social wellness as a cornerstone of spa design has the potential to transform your existing spa into a wellness destination that is known for its progressive programming that builds authentic community.
At Core Essence we understand the importance of investing in a spa business model that drives revenue and financial returns.
We are always happy to offer a complimentary consultation so you can learn more about our services in Spa Design, Spa Development, and Spa Operations.
Consultation with Core Essence
We invite you to contact us to learn more.
Written On December 8, 2023
