resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
Building From the Bottom Up
I caught up with my dear friend Honora Wolfe, in her Colorado painting studio where, if she is not praying in Bhutan or doing charitable work in a Nepali free clinic, she spends most of her time now.
Vaccines and Chiropractic: Evidence-Based Medicine or Medical Dogma?
Right or wrong, the chiropractic profession has historically been against vaccinations. However, a growing trend within the profession is seeking to reverse this position.
Immunizations by Colorado DCs: Really?
You probably didn't hear about it, but back on Nov. 21, 2013, the Board of Directors of the Colorado Chiropractic Association (CCA) adopted "immunization authority" for Colorado DCs as its No. 2 legislative goal.
Why You Should Include the Single-Leg Stance Test in Every Patient Assessment
The single-leg stance (SLS) test, also known as the single-limb stance test, unipedal stance test or one-legged stance / balance test, is often used in the geriatric population to assess static postural and balance control.
Curbing Label Overwhelm
For the average consumer, reading a food package can be overwhelming: natural, organic, non-GMO, gluten free, free range ... you get the picture.
Fibromyalgia: Put the Pain in Its Place
While some fibromyalgia patients respond favorably to regular chiropractic care, others experience minimal relief. Unfortunately, many of these patients must rely on pharmacological management to relieve their constant pain.
New Medical Technologies You Need to Know
We're all familiar with how fast computers become obsolete, as well as the rapid pace of development in the field of cell phone technology. The latest smart phones are far more powerful than desktop computers were only a few years ago.
Physical Exam 101: The Hands
I am sure you are familiar with the old adage: "When the only tool in your toolbox is a hammer, everything starts to look like a nail."
Remembering Clarence Gonstead and 50 Years of the Gonstead Clinic
Dr. Clarence Selmer Gonstead (1898-1978) took chiropractic practice from back-alley bone setting to an understandable biomechanical science. His life was dedicated to clinical competency.
Medical Qigong for the Heart: Part III
Part 1 and Part II of this series focused on the physical aspect of the Heart and mental emotional aspects of the Heart respectively. Now, I would like to focus on the spiritual aspect of the Heart.
Peer Points: Always Seeking To Grow
Ellen "Kiki" Geary has spent the last decade honing her craft. As a specialist in integrative holistic care, she went straight from completing her master's degree in acupuncture and chinese herbal medicine from Bastyr University to building a successful and thriving practice in the small community of Anacortes, Washington.
Are You a Bad Chiropractic Patient?
My father was a great DC. In fact, as you might expect, he was the doctor of chiropractic I measured all other doctors against. Sadly, he died at age 61 when I was in my early 30s.
A Guide for Talking to Doctors about Acupuncture and Brain Chemistry
Before I begin any discussion of how to talk about the effects of acupuncture on brain chemistry, nervous and endocrine function, it is essential to understand just what physicians most need help with.
Finders Keepers: The Secret to Relationship-Based Marketing
Becoming a successful practitioner has less to do with what you learned in school, and more to do with your ability to find new patients and keep them!
Coding for the Subluxation: ICD-9 vs. ICD-10
When I attended chiropractic school, I was taught that chiropractors approach health care differently than the traditional medical establishment.
A Chinese Medicine Story: An Interview with Mazin Al-Khafaji
Mazin Al-Khafaji's work has interested me for years. In February 2014, we invited him for the second time to speak at the Southwest Symposium in Austin, Texas.
Knee Pain From the Kinetic Chain
As practitioners of manual medicine, chiropractors often treat patients suffering from knee pain.
A History Worth Telling
The popularity and the use of acupuncture for the treatment of animals in the United States is at its peak.
The Science of Stretching
In 1986, Rob DeCastella set a course record by running the Boston Marathon in 2:07:51, just 39 seconds off the world record.
January, 2003, Vol. 03, Issue 01
What Really Drives the Spa Industry?
By John Fanuzzi
At a recent trade show, I was talking about the growth of the spa industry when someone commented, "That would make a great story." I agree. People need to have a more in-depth understanding of what makes the industry grow.
What was the most revolutionary development in the spa industry? In my opinion, the arrival of credible therapeutic massage was the grease that helped the spa industry grow into the $10 billion industry it is today.It is the most popular treatment at American spas, and perhaps the biggest moneymaker. Touch is one of the best tools for marketing and PR. A significant milestone that boosted the credibility and growth of the massage industry was the first publishing of the four-color journal Massage Magazine in 1986. We took out its first full-page, color ad for placement on the back cover. By the next issue, more table manufacturers started advertising in four-color formats. Advertising in the trade publications is a great way for manufacturers to introduce new products. Prior to 1986, advertising had to be done in newspapers or new-age magazines, making it difficult to reach a targeted market.
As the advertisements increased, so did the educational articles. The articles were an avenue for enlightenment and industry stimulation. I have seen this process repeat itself with the emergence of each new publication; one major manufacturer advertises, and the ante is upped again. Advertisers indirectly support the articles and the networking process.
By the same measure, advertisers also support equipment innovations. For instance, it is my belief that the massage chair was the most revolutionary and stimulating product to hit the massage industry. (Thank you, David Palmer and Living Earth Crafts.) The massage chair is by far the best marketing tool for the massage therapist starting a practice. It also is a must for the day spa owner seeking exposure in the community. We started selling lightweight chairs at hair shows in the 90s, assisted by an entourage of volunteer massage therapists. Little by little, massage started showing up in salons. I honestly believe this was the beginning of the day spa culture. Companies such as Aveda jumped on the concept, and the rest is history.
As we exhibited in hair and beauty shows, we realized that most salons were trying to give a massage on the narrow, unstable European facial beds. In 1992, this led to the development of the first multi-purpose, four-panel table. This combination massage/facial table was well-received by end-users and the competition. The table took off. Today, American-made, four-panel, multiuse tables are the industry standard, offered by most of the U.S. table manufacturers.
The next major product to bridge the spa gap was the wet table, led by Touch America in about 1992. In 1994, we created a plastic-molded wet table, primarily for body wraps in a dry room. The wet table was not even intended for Vichy shower use; however, one of our favorite competitors started marketing it with a Vichy shower. That expanded the market even further. The word "spa"equates with the word "water"; the presence of a wet table in a salon only tightened the gap between the spa and the salon. The first year, we only sold two (not very good, considering our large investment in design and tooling). This is where I learned that competition can be a good thing. We now have several competitors for wet tables, but we sell about 100 times what we sold that 1st year. The competition helped create demand through marketing avenues, such as trade shows, trainings and advertising. Product companies that provide muds, algaes, salts, lotions and brushes were born, or greatly endowed. The wet table is now a standard item in the day spa.
Manufacturers and their distributors make the trade shows possible, and also spend the advertising dollars for trade magazines. When Dayspa Magazine came out Jan '96, a new plateau was reached. The more creative the competition became, the more the industry grew. Back then, massage was just massage; today, the all-encompassing concept of "spa" embraces massage; hydrotherapy and other wet treatments; aromatherapy; acupuncture; fitness; diet; meditation; and yoga. Destination spas such as Canyon Ranch have pioneered the way in body, mind and spirit technology. Many have followed in their footsteps (again, more competition). The International Spa Association (ISPA) has grown to become a premium networking organization in a very short time. Trade magazines; tradeshows; spa consultants; spa owners and operators; architects; and product designers have all been instrumental in promoting the success of spas. Their involvement also creates a demand for more products, which leads to additional industry growth.
The hotel industry also has been affected by the growth in the spa industry. Large hotel chains are undertaking major renovations to update their spas, to meet the needs of their customers. These additions include Vichy showers; lockers; expensive hydrotherapy tubs; and steam, sauna, and multipurpose rooms for massage and facials. Many hotels are adding spas for the first time, which again ups the industry ante: every hotel must keep up with the competition. When a destination resort or fine hotel such as Hilton does a complete remodel and adds a 30,000 square-foot spa, the Marriott across the street will have to do the same (or even better) to keep up. We are seeing more and more business for our spa equipment from large hotels. By the way, this is great for the whole economy - from design and construction, to equipment, products, and jobs for spa professionals.
Essentially, the progression is as simple as this: new products = more advertising; more tradeshow booths; more competition; more education; more construction; more consumable products; more schools; and more therapists = a better economy.
This leads me to my next series of 10 articles, entitled "Where's the Water?" Water, in all its therapeutic forms, may be the most important element of the spa industry today - yet many facilities that call themselves "spas" do not offer any water treatments. How important is water to the spa industry? Tune in next month to find out!
We're all looking forward to the big splash!
Click here for previous articles by John Fanuzzi.
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