An ex-spa-nding industry day spas succeed by finding new focus and new clientele.

• Author: Ketzle, Paul

Day spas conjure images of hot stone treatments, deep tissue massage, herbal facials and a soothing, pampered experience away from the troubles of the world. For those involved in the day spa industry, though, relaxation means serious business. Even as other industries have felt the lingering pinch of a tight economy, recent trends indicate strong growth for day spas across the country. Industry revenues grew by 114 percent from 1999-2001, during which time spas financially outdrew both amusement/theme parks and box office gross receipts. The spa industry saw 106.2 million visits to 7,208 locations nationwide in 2002, a figure that does not even include destination and resort spas. In the Salt Lake area alone there are more than 20 day spas, with many more scattered throughout the rest of Utah.

Which is not to say that the day spa industry hasn't had its share of struggles. But for spas, the economic downturn may have been stemmed somewhat by recent shifts in the industry. Spas are increasingly focusing less on general pampering and more on health and wellness, presenting themselves as sources of preventive care that can help people live longer and enjoy a higher quality of life. Part of this trend includes a rise in the popularity of food- and plant-based treatments and a movement toward medicinal-type products and services.

Randy Nikola, director of clinical services at The Healing Group, sees spa treatment as "first aid for the nervous system." With many clients who are airline personnel or business executives, its therapists see a large number of people suffering from the physical symptoms of "deskosis"--hunched shoulders, saddle sores, minor carpal tunnel syndrome and sore necks.

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"We are trying to focus on the root of what it is to spa, and originally that was about wellness," says Allison Kulmer, co-owner of The Kura Door. "Beauty was a component of those spas, but more as a result of taking care of yourself and creating a healthy system."

The special function of day spas is that, unlike their destination spa counterparts, day spas offer services a la carte and cater to those in search of relaxation closer to home. Their clientele, however, does not want to sacrifice the spa experience in the process.

One reason for the success of individual day spas may have to do with spas finding ways to stand out in what at first blush might appear a homogenous field. Marketing consultant Karen Boe points out that day spas...