Wellness trend movement therapy is set to take the spa industry by storm, enabling beauty therapists to be a catalyst for health change. Here’s how it works
However, a new pillar of wellness is coming to the fore and it’s one that spas need to pay attention to as it’s currently not being addressed – movement therapy.
Not only does this trend have the huge potential to bring in new clients, boost revenue and cement the spa industry’s reputation further as an important part of customers’ health and self-care routines, but it also has the power to make real change.
But what is movement therapy? Let me give you the lowdown…
What is movement therapy and why does it need to be talked about?
This new category of wellness is dedicated entirely to movement health, which claims to help people take control of their health via the power of movement. It’s a fast-growing fitness trend which covers physical and psychological health and is being cited as an efficient complement to massage protocols, helping aid recovery solutions for those facing limited range of motion.
“Movement therapy is simply empowering mental and physical health through movement,” says Stephen Price, managing director of SP&Co Group and founder of Movementum, a new premium wellness product company with services which aims to help beauty therapists control a conversation on movement therapy in the treatment room.
The professional capsule range – body oils, balms, and a space-enhancing diffuser – and services – classes, functional treatments, and spa treatments – have been created with input from experts in fitness, medicine, and behavioural change.
“When I consult in the spa industry, this major pillar of wellness – physical activity and movement – isn’t really touched upon. I see a lot of beautiful delivery in treatment, which is valid in its own right, but not a lot of evidence-based practice,” he explains.
“The spa industry doesn’t have the infrastructure in place [for this pillar] even though beauty therapists can be a catalyst for health change. They have the unique opportunity of putting their hands on people, but we’re not empowering people in spas to encourage their clients to move more.”
He adds: “In the treatment room, you have someone’s attention, so you can deliver a health message, but it needs to be evidence based.”
How do movement health services work in spa and what does it involve?
Merging spa, wellness, and movement health experiences under one roof is easily done, it just involves blending spa with studio – but it needs to be led by an expert in movement therapy, which is where Movementum comes in.
“The product was developed to solve the disconnect between the treatment room and the gym or studio – a specific movement-enhancement range that could be used by all professionals, from beauty therapists and personal trainers, to yoga and Pilates instructors and strength and conditioning coaches,” explains Price.
“We attach ourselves to the good job spa operators are already doing, simply adding the protocols, operation, and support for beauty therapists to deliver the message that movement health is an effective complement to massage.”In its system of services, Movementum do three signature things – classes, functional treatments, and two spa treatments – and all these can be done by beauty therapists.
“Within this, we have four key methods to support the building of physical literacy, confidence, and motivation. We have breathwork and awareness, which enhances movement potential and resilience; and mindset and behaviour change, in that each treatment or class combines positive psychology and principles of behaviour change,” says Price.
“We also have structure and function, covering the principles of posture, strength, mobility, and stability; and manual and movement therapies – the use of soft tissue work and flexibility form the backbone of our movement therapies, and the spa treatments focus more on soft tissue manipulation.”