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Recovery has moved beyond elite sport into mainstream wellness. Fitness operators are already monetising the trend and spas are perfectly placed to also capitalise on it – if they can deliver it in a way that fits their model
Contrast bathing can be reinvented as part of a wider recovery package / photo: shutterstock/Michele Ursi
In the run-up to the second annual HCM Summit, I’ve been reflecting on how closely the spa and fitness worlds are now aligning under the wider wellness umbrella.
Leisure Media, the parent company of Spa Business and HCM, launched the all-keynote event to explore the future of fitness and wellness. This year’s summit features voices that bridge both sectors – from TV icon Angela Rippon, still performing the splits at 81 and promoting dance as a form of wellbeing, to Anna Bjurstam, a veteran spa innovator and L Catterton’s Marc Magliacano, who’s led many of the fund’s health and wellness investments, including Equinox, EGYM and One Spa World. Their presence underlines how connected these industries have become.
One of the strongest shared currents right now is recovery. Once the preserve of professional athletes, it’s fast becoming mainstream – fuelled by social media, self-optimisation culture and the public’s growing understanding that rest is an essential part of performance.
Fitness operators have been quick to embrace recovery as a commercial opportunity. Ice baths, compression therapy and infrared treatments are being packaged and upsold to drive secondary spend and membership upgrades with relatively low operational costs.
For spa and wellness operators, recovery represents a parallel opportunity. Consumers are already curious, so the question is how to integrate recovery in ways that suit each business model – touchless or guided, high- or low-tech, single service or curated experience.
As with any new offer, it will still need education, encouragement and powerful storytelling to drive uptake.
On page 44, we interview Chris Norton, CEO of uber-cool Equinox Hotels, sister brand to the fitness empire, which is basing its recovery strategy around science-backed Sleep Lab rooms and charging a 90 per cent premium for these for good measure.
On page 54, we spotlight other pioneers leading the way – from brands such as SIRO, which is building its proposition around recovery, to operators such as Sensei and RAKxa, which are using it to differentiate and enhance value.
Recovery may have started in fitness, but it’s rapidly finding its place in spa and wellness – and it’s one of the next big waves heading our way.
Spa people: Tim Fu
Leading a wellness architecture project in Slovenia that’s one of the first in the world to use AI in all stages of design
Spa people: Kayley Thomas
Lush is famous for its bath bombs and retail empire, but the co-founder of its day spa concept reveals why its 19 global spa facilities are so essential
Spa people: Colin Mcilheney
We find out more about Colin Mcilheney, the man who created the ISPA US Spa Industry Study and has been analysing the sector’s performance ever since
News report: Map of luxury
New research by WATG shows emerging wealth hubs in India, the Gulf, Southeast Asia and Africa are reshaping luxury travel demand
Interview: Chris Norton
The CEO of Equinox Hotels tells Katie Barnes how the uber-cool brand is scaling its bold fusion of fitness, spa and luxury
Ask an expert...: Recovery
From cryo to compression to contrast bathing, Julie Cramer investigates why and how spas and resorts are integrating recovery packages
Research: Behind the boom
What are the hidden messages in the latest US study by ISPA? Colin Mcilheney digs beneath the surface
Research: Bigger picture
Rising salaries and shifting consumer expectations – two new surveys by the UKSA and GSG reveal the trends impacting UK spa operators
Sponsored: Lemi - Good sensations
Lemi’s Venice Head Spa combines the beauty of Italian design with fine-tuned technology to provide the ultimate top-to-toe treatment station for spas
Sponsored: G.M. COLLIN – Smooth operator
The new toner from G.M. Collin represents a ‘gold standard’ in leave-on liquid exfoliation for smooth and radiant results, without the irritation of a scrub
Sponsored: TechnoAlpin – Snow for all seasons
TechnoAlpin’s magical Snowroom installation at the Alpenrose resort brings the Austrian landscape and feel-good nature factor to its wellbeing experience
First person: Costa Blanca cure
Jane Kitchen visits Spain to compare and contrast two world-class medi-wellness clinics: well-established SHA and ambitious newcomer ZEM
Sponsored: Gharieni Group – Tech-powered recovery
The new brand in the Gharieni Group portfolio – Metawell – is delivering what today’s wellness clients are seeking most – deep recovery and mind-body renewal
Sponsored: BC Softwear – Human touch
While touchless therapies are a positive addition to spas, nothing can replace the healing power of human touch, says Barbara Cooke
Sponsored: Yon-ka – A potent blend
Yon-Ka’s new Serum Omega is a potent blend of Omega 3, 6 and 9 to target
dry, stressed-out skin and deliver a calm and nourishing client experience
Menu engineering: At your service
Self-playing gongs in Sweden, surfing therapy in Morocco and Ananda launches holistic diabetes management programme in India
Recovery has moved beyond elite sport into mainstream wellness. Fitness operators are already monetising the trend and spas are perfectly placed to also capitalise on it – if they can deliver it in a way that fits their model
Contrast bathing can be reinvented as part of a wider recovery package / photo: shutterstock/Michele Ursi
In the run-up to the second annual HCM Summit, I’ve been reflecting on how closely the spa and fitness worlds are now aligning under the wider wellness umbrella.
Leisure Media, the parent company of Spa Business and HCM, launched the all-keynote event to explore the future of fitness and wellness. This year’s summit features voices that bridge both sectors – from TV icon Angela Rippon, still performing the splits at 81 and promoting dance as a form of wellbeing, to Anna Bjurstam, a veteran spa innovator and L Catterton’s Marc Magliacano, who’s led many of the fund’s health and wellness investments, including Equinox, EGYM and One Spa World. Their presence underlines how connected these industries have become.
One of the strongest shared currents right now is recovery. Once the preserve of professional athletes, it’s fast becoming mainstream – fuelled by social media, self-optimisation culture and the public’s growing understanding that rest is an essential part of performance.
Fitness operators have been quick to embrace recovery as a commercial opportunity. Ice baths, compression therapy and infrared treatments are being packaged and upsold to drive secondary spend and membership upgrades with relatively low operational costs.
For spa and wellness operators, recovery represents a parallel opportunity. Consumers are already curious, so the question is how to integrate recovery in ways that suit each business model – touchless or guided, high- or low-tech, single service or curated experience.
As with any new offer, it will still need education, encouragement and powerful storytelling to drive uptake.
On page 44, we interview Chris Norton, CEO of uber-cool Equinox Hotels, sister brand to the fitness empire, which is basing its recovery strategy around science-backed Sleep Lab rooms and charging a 90 per cent premium for these for good measure.
On page 54, we spotlight other pioneers leading the way – from brands such as SIRO, which is building its proposition around recovery, to operators such as Sensei and RAKxa, which are using it to differentiate and enhance value.
Recovery may have started in fitness, but it’s rapidly finding its place in spa and wellness – and it’s one of the next big waves heading our way.
Spa people: Tim Fu
Leading a wellness architecture project in Slovenia that’s one of the first in the world to use AI in all stages of design
Spa people: Kayley Thomas
Lush is famous for its bath bombs and retail empire, but the co-founder of its day spa concept reveals why its 19 global spa facilities are so essential
Spa people: Colin Mcilheney
We find out more about Colin Mcilheney, the man who created the ISPA US Spa Industry Study and has been analysing the sector’s performance ever since
News report: Map of luxury
New research by WATG shows emerging wealth hubs in India, the Gulf, Southeast Asia and Africa are reshaping luxury travel demand
Interview: Chris Norton
The CEO of Equinox Hotels tells Katie Barnes how the uber-cool brand is scaling its bold fusion of fitness, spa and luxury
Ask an expert...: Recovery
From cryo to compression to contrast bathing, Julie Cramer investigates why and how spas and resorts are integrating recovery packages
Research: Behind the boom
What are the hidden messages in the latest US study by ISPA? Colin Mcilheney digs beneath the surface
Research: Bigger picture
Rising salaries and shifting consumer expectations – two new surveys by the UKSA and GSG reveal the trends impacting UK spa operators
Sponsored: Lemi - Good sensations
Lemi’s Venice Head Spa combines the beauty of Italian design with fine-tuned technology to provide the ultimate top-to-toe treatment station for spas
Sponsored: G.M. COLLIN – Smooth operator
The new toner from G.M. Collin represents a ‘gold standard’ in leave-on liquid exfoliation for smooth and radiant results, without the irritation of a scrub
Sponsored: TechnoAlpin – Snow for all seasons
TechnoAlpin’s magical Snowroom installation at the Alpenrose resort brings the Austrian landscape and feel-good nature factor to its wellbeing experience
First person: Costa Blanca cure
Jane Kitchen visits Spain to compare and contrast two world-class medi-wellness clinics: well-established SHA and ambitious newcomer ZEM
Sponsored: Gharieni Group – Tech-powered recovery
The new brand in the Gharieni Group portfolio – Metawell – is delivering what today’s wellness clients are seeking most – deep recovery and mind-body renewal
Sponsored: BC Softwear – Human touch
While touchless therapies are a positive addition to spas, nothing can replace the healing power of human touch, says Barbara Cooke
Sponsored: Yon-ka – A potent blend
Yon-Ka’s new Serum Omega is a potent blend of Omega 3, 6 and 9 to target
dry, stressed-out skin and deliver a calm and nourishing client experience
Menu engineering: At your service
Self-playing gongs in Sweden, surfing therapy in Morocco and Ananda launches holistic diabetes management programme in India
Capella Hotel Group has appointed Feisal Jaffer as chief development officer as the company
ramps up its global expansion of both its Capella and Patina brands.
People taking GLP-1 weight loss medications such as Ozempic, Wegovy, Mounjaro and Zepbound
may be losing weight, but they’re also becoming less physically active, according to new
research presented at the ENDO 2026 annual meeting of the Endocrine Society
Abu Dhabi-based investment firm Mubadala Capital has made a binding, fully financed
€1 billion
offer to acquire Pierre and Vacances SA, the European holiday resort operator behind the
continental European Center Parcs business.
Global retreat trade show, Synergy The Retreat Show, has launched a resource called The
Source, which hosts an open-access online Transformation Series programme.
The Standards Authority for Touch in Cancer Care (SATCC) charity has announced its first five-
day Living with Cancer and Beyond retreat, which will be held at Carden Park Hotel and Spa in
Cheshire, UK, between 1 and 5 September.
Patmos Aktis, a Luxury Collection Resort and Spa, has opened in Greece, with a renovated and
rebranded wellness offering called Ansana Wellness and Spa.
The Mauna Kea Beach Hotel, an Autograph Collection property in Hawaii, US, has opened its
22,000 sq ft indoor-outdoor Spa at Mauna Kea as the final step in the property’s overall
renovation, which has cost more than US$180 million (€166 million, £140 mill
The UK spa review and discovery platform for consumers, the Good Spa Guide, has announced
it will host the Good Spa Guide Awards 2026 during an event on 16 November at Sopwell House
Hotel in St Albans, UK.
Eighty-four per cent of consumers now say wellness is a top priority in their lives, with this
percentage increasing year on year, according to a preview presentation of McKinsey’s Future of
Wellness 2026 research report.
Mass protests have been taking place since Monday 1 June in Albania over the development of
a luxury resort by Donald Trump’s daughter Ivanka Trump and her husband Jared Kushner.
