Is the "Anti-Spa" Movement a Game Changer in Wellness?
Red Light Therapy at the RoseBar Longevity Centre, Six Senses Ibiza
When I first heard the term ‘anti-spa’, I'll admit I rolled my eyes. Another buzzword in an industry already drowning in jargon. But as I dug deeper, I found myself intrigued. Is this truly a revolution in wellness, or just a rebranding exercise?
The ‘anti-spa’ approach has been gaining traction in response to changing consumer preferences, particularly from more adventurous and experience-driven guests. This concept defies the conventional expectations of relaxation and embraces unique, often intense, wellness experiences that can deliver both physical and psychological benefits through unconventional means.
But hold on a minute. Haven't leading spa brands been moving in this direction for years? Six Senses and Aman Resorts have long offered integrated wellness experiences that go beyond the treatment room.
That’s what makes the ‘anti-spa’ concept so intriguing - it’s not radically different from traditional luxury spa. The real innovation, I believe, is actually in the packaging and positioning rather than the treatments themselves. These ‘anti-spa’ concepts are masterclasses in marketing. They’re tapping into something important - the modern luxury traveller's desire for unique, shareable experiences - but also something completely new.
Consider that the term ‘anti-spa’ seems to resonate particularly strongly with male guests. It makes sense because for years, the spa world has been perceived as a predominantly feminine domain. The ‘anti’ label allows brands to shift that by giving men a new narrative - a more comfortable narrative - to experiment with and embrace wellbeing.
Cryotherapy is prevalent in 'anti-spa' offerings and attracts a new type of guest
You’ll notice these offerings are framed around ‘high-performance’ or ‘smart recovery’ and are celebrated for their scientific endeavour over their indulgence.
It’s so clever and feels like something simple to leverage with existing treatments and facilities.
Throw it into ChatGPT or your preferred AI platform for a play - I got some surprisingly good suggestions. For example, a hot stone massage can be developed into an ‘elemental therapy’. That’s good. Another example - reposition offerings to highlight performance enhancements. That’s really good!
These seem so right, but don’t be fooled - it isn’t just AI being amazing. This is AI reflecting the market (we trained it, afterall). These updated offerings fit because they’re appealing to where guests are at now or where they’re heading very soon. We’d be smart to meet them there.
That’s where I think there’s an opportunity for anyone working in spa and wellness. The 'anti-spa' movement isn't about reinventing wellness - it's about presenting familiar concepts in new, exciting ways. With some creativity and strategic marketing, any luxury spa can ride this wave, attracting adventure-seeking guests while continuing to serve those who prefer more traditional approaches.
The practicality of doing this seems reasonable. The goal is to expand our appeal, not to shift it entirely. Taking an ‘anti-spa’ lens to refresh some offerings or to introduce new ones without a complete overhaul opens up alternative paths to wellbeing. And by reimagining and repackaging treatments, we can tap into the desire for unique experiences that drives this trend.
Check out some of these concepts for inspiration:
RoseBar Longevity Program at Six Senses Ibiza
The Salt Pool at Bathhouse Flatiron in New York City