As local authority leisure operators continue to improve the quality and breadth of their facilities, many are embracing a spa and wellness offering; installing premium wet side facilities, from salt rooms and luxury treatment rooms to relaxation areas. This allows them to deliver an enhanced service to members and enter the wellness market with a day-spa offering.

“More of our local authority partners are expressing an interest in spa facilities,” says Duncan Jefford, regional director of Everyone Active, which now operates eight spas across its 150 facilities. “There has been a consumer shift towards holistic wellbeing, and including spas in the facility mix reflects this. We’re constantly striving to deliver premium quality at affordable prices, and including a spa offering gives us another unique selling point in the local market. From a revenue perspective, it keeps members in the facility for longer and opens up a new income stream.”

A QUALITY OFFERING
For Everyone Active, the biggest challenge is overcoming the public perception that a spa in a leisure centre won’t deliver a premium experience. “We’ve worked hard to create a separate spa brand and deliver marketing that reflects the high-end facilities,” explains Jefford.

“We’ll continue to work towards closing the quality gap between private and public sector facilities, and by growing our premium spa brand, we hope that more of our facilities will surpass the local competition.”

Leisure solutions supplier The Pulse Group has also noticed a shift in interest from local authorities wanting to include spa facilities as part of a new build or refurbishment project.

“Local authorities are far more commercially savvy than they used to be,” says Warren Ormerod, director of football and fitness for the Pulse Group.

“Traditionally when we were tendering for leisure contracts it was all about what sporting facilities we could offer, but over the last five years they’ve become increasingly interested in creating a total package.

“The secondary spend opportunities of adding a spa are considerable, particularly through treatments and beauty. A spa can also bring a new audience into the facility, so there’s the chance for staff to cross-sell fitness memberships.”

We take a look at some of the local authority leisure centres enjoying the success of their spa facilities