That's the case at Zenergy's spa, where Boomers are the largest client group for massage, including sports massage. Other clients include triathletes in their 30s and former professional athletes in their 70s and 80s.

“Most often, though, I would say it is the 40- to 55-year-old range — those who have played hard for a long time and are now facing rehab from an injury or surgery, or are trying to avoid either of those two things,” Furuiye says.

Clubs must educate their members on the benefits of sports massage to sell the service, experts say. Facilities can do this through cross promotion. Club One locations encourage their fitness, group exercise and Pilates staffs to refer their clients to the spa for a massage. The company also displays marketing and educational messages throughout their clubs to promote the benefits of massage, Okazaki says.

“We use the many special events that Club One hosts to promote and educate our members and their guests,” he says. “The best form of marketing is word of mouth.”

Bartlett works closely with Mill Valley Health Club & Spa's personal training department staff members to show them the positive effects of sports massage first-hand. The trainers then promote sports massage to their clients, she says.

To attract more golfers, Kohn sets up a massage chair at most of the facility's golf tournaments and offers complimentary short massages to the golfers. The tournaments are one of the best ways for the Old Palm Golf Club to recruit new clients.

“Men who have never had a massage can get acquainted in a comfortable atmosphere and meet the therapists,” Kohn says. “Later on, they'll call for that same person because they felt comfortable with that staff member. Men don't even normally realize what we have at the spa.”

Old Palm Golf Club also packages its services, combining a 10-session personal training package or a golf conditioning class with a complimentary sports massage. The sports massage acts as a teaser, and most people who get one return for another, Kohn says.

Spa Specifics

Offering sports massage doesn't take many additional resources beyond what's needed for traditional massage. A massage table, linens (sometimes heated blankets are used, too), laundry services, oils and lotions are the staples. A quality massage table costs anywhere from $250 to more than $400, and lotions and oils are a nominal cost, Kohn says.

Philippe Therene, manager of the Spa Accounts division at SpaEquip Inc., says additional planning is necessary when adding sports massage. Although most sessions can be done in a traditional massage room, a facility may need to hire additional certified and qualified massage therapists to cover the additional sessions.

“The number of treatment rooms will depend on the demand, and a member survey can help determine the need for such services,” Therene says. “Also, an analysis of competitive clubs and how successful they are with their spa services [is needed].”

Therene recommends that clubs in markets where massages have become mainstream among the general population should consider offering sports massage, which may give a fitness center a competitive edge to attract new members, he says.

If a club doesn't have the space to offer sports massage or even a spa, Kohn, who also is president of Spachitects, a spa and fitness development company, suggests finding a nearby day spa and beginning a referral program. Both businesses can offer special rates for their respective services.

“Try this for a bit before you add it, and be sure to track your results,” Kohn says. “Ask yourself if it's something really worth adding.”

If the market is right, though, and programming is planned well, sports massage can add credibility and excitement to a facility, King says.

“It has been shown to enhance range of motion, reduce trigger points and areas of soreness, and return the athlete or club member back towards optimal function as quickly as possible,” he says. “This adds integrity to the various massage therapy offerings of any club.”

Tips for Implementing A Successful Sports Massage Program

• Create a clear identity

  Find therapists who have a strong knowledge or background with kinesiology, physiology and anatomy, and try to create an environment that is both comfortable and somewhat clinical.

• Educate your members

  Most members don't understand the value of a massage as an integral part of a health and wellness program. Put up posters, hold seminars or distribute brochures on the positive effects of sports massage.

• Find the right therapists that fit your demographics

  Find a quality therapist, regardless of gender. Some members may feel uncomfortable with a male therapist, but don't let this limit your hiring pool.

• Find the right massage director

  A good massage director has previous hands-on experience in the field, along with a deeper understanding of the demands of the position. Many times, spa staff members can feel misunderstood and alienated from the main fitness center staff. A quality director bridges that gap.

Source: Phil Okazaki, regional spa director, Club One

RELATED ARTICLES

• “How to Take the ‘Fluff’ Out of Sports Massage,” http://fitnessbusinesspro.com/stepbystep/spas/sports-massage-business/index.html

• “What Is Therapeutic Sports Massage?” http://fitnessbusinesspro.com/for-profits/therapeutic-sports-massage-2606

• “Strengthen Your Competitive Edge with Massage,” http://fitnessbusinesspro.com/stepbystep/spas/fitness-facility-massage/index.html

Want to use this article? Click here for options!
© 2012 Penton Media Inc.