The Bannatyne Group – which operates a portfolio of health clubs, spas and hotels in the UK – has plans to rebrand and remodel its spas with more of a lifestyle approach.
The company is set to debut an updated and expanded spa at Bannatyne Bury St Edmonds in the coming weeks, with its Colchester location to follow soon after.
The rebrand features more customer engagement and relationship-building with clients, including things like a “play table” with skincare testers and an open, social area for skin consultations and nail treatments.
All this is being done with a partnership with – and investment from – skincare brand Elemis. The updated spas will include Elemis Biotec Speed Spas, and some locations, including Bury St Edmonds, will feature premium Loft Rooms branded by Elemis with their own look and feel.
"It's an exciting phase for us," said Karen Wilkinson, group head of spa. "It's not just a sales exercise; it's an engagement factor."
Bannatyne also recently acquired a health club in the London suburb of Orpington, which will open in early 2017 with a new ten-treatment-room spa, including one Elemis-branded room.
Additional spa openings for 2017 include locations in Chingford, Wakefield, Eastbourne, Shrewsbury, Braintree and Crewe.
Wilkinson said she’s focusing on customer education, and bridging the gap between fitness and spa. Because the company often operates both health clubs and spas in the same location, it is well-positioned to make that connection.
"Wellness falls into that," said Wilkinson. "It's more than running on a treadmill – it's about social; it's about interaction; it's about nutrition; it's about educating people. We're trying to bridge everything. You have to make people feel good – that's the key moving forward."
