The spa industry has a reputation for luxury and pampering and naturally those two principles come at a price – that is until now. ECM talks to Andy McCabe, director of operations at Greenwich Leisure Ltd (GLL) about his latest project
It is not everyday that a not-for-profit organisation and a London borough council embark on a project that is set to transform the entire spa industry. But that is exactly what Tower Hamlets Council and Greenwich Leisure Ltd (GLL) are set to do when Spa London opens its doors in the spring.
Based in Tower Hamlets on the site of a Victorian baths, Spa London will be the UK's first public sector spa and has been conceived to open up the day spa market to an entirely new demographic. The £1.3m project is described as offering a top class spa package at affordable, accessible prices. The facility was designed by architect Mark Cotton and will be headed by Alex Smith, former spa manager of the five star Old Course Hotel in St Andrews, supported by ten full time and 15 part time staff.
As Andy McCabe, director of operations at GLL, explains: “The spa industry is opposition driven. It needed new markets and new customers. The fitness industry is also levelling out and is very competitive, so we needed to move forward to survive.”
McCabe realised the potential of the site after seeing a similar restoration project in Sheffield. “We came across a converted Victorian baths that is a privately operated spa – Spa 1887 – we thought it was a very transferable model that we could bring to the leisure trust.”
The spa will comprise three components. First, the thermal experience, which will form up to 60% of trade and offering at Spa London, according to McCabe, and has been designed to reflect spa therapies from around the world, including a sauna, vapour suite, dry heat, plunge pool and ice fountain. Second is a suite of four treatment rooms, where clients can receive treatments from popular spa brands: Thalgo, Jessica and Jane Irdale. Last is a retail area.
McCabe is keen to point out that Spa London will be kitted out to a high specification, from the entrance to the changing rooms – but will remain affordable.
“In terms of facility, Spa London will be on a par with the Sanctuary – high quality throughout. In terms of entry, Spa London will offer a concessionary pricing scheme closer to Islington's Ironmonger baths. The treatments will be offered at a market price.”
“In terms of facility Spa London will be on a par with the Sanctuary” |
Andy McCabe, GLL |
Spa London will offer a full timetable, striking a balance between single sex sessions and mixed gender access.
Of course, quite aside from the price, the major point of difference is that Spa London will be public. It will be interesting to see whether this works in the spa's favour or against it. “As long as we're careful how we welcome customers, I think the product will speak for itself. We will have strict codes of etiquette in place to stop unwelcome behaviour. The first three months will be very important in terms of ensuring that people behave.”
McCabe believes that Spa London will be well received. “We've researched the reaction to the spa locally and surveyed around 2000 of the leisure centre's members and non-users from the area. The feedback has been very positive.”
And of course, should the Tower Hamlets facility prove to be a success, McCabe has created a very transferable model. “This is our pilot and I would be very disappointed if it is not successful. We've called it Spa London and naturally that is a transferable name. We've registered the brand as a trademark and, so far, that has been our only step towards expansion. It's certainly a possibility.”
Although Spa London is based on solid market research, McCabe has still created an entirely new spa concept and rocked the boat – surely the reaction within the industry can't have been all that positive? “The spa industry has welcomed us with open arms. We're bringing another facet to the industry, but we aren't setting up in direct competition to anyone. Yes, there were a few raised eyebrows with regards to our pricing structure – but affordability and accessibility is part of our ethos as a company. I'm really interested in learning from the industry. Leisure centres are usually highly functional places and we need to learn from the spa sector how to deal with the expectation of customer service.”
No doubt if Spa London proves successful, the industry will be forced to review its pricing structure, which will provoke slightly more than raised eyebrows. “Some of the consultants that we've spoken to have said that we've no idea what we've stumbled upon and that the project will be a huge success. It's ground breaking in its sector.”