CASE STUDY 1

Lefay Resort & Spa

Nestled high on a mountainside overlooking Lake Garda in Italy, the tranquil Lefay Resort & Spa seems an unlikely place to find a stressed-out mum and her baby. The five-star resort, rub by the Leali family, offers top-quality facilities to a market of high-earning professional couples seeking relaxation.

Despite the serenity, families – seen as a key market – are also embraced. There are two spacious family suites, a baby-sitting service and a children’s mini-club. In the sophisticated spa, families mingle comfortably with others. “We’ve made a conscious decision to include families,” says spa manager, Fabrizio Castellani. “We get some complaints, of course, but not many.”

Lefay’s 3000sq m (32,292sq ft) spa is at the heart of the complex, and business. Off season (November to March), guests come specifically to use the facilities – the indoor and outdoor salt-water pools, five saunas; grotto; relaxation and wellness zones; fitness trails etc – or to experience its signature Lefay Spa Method programme combining Chinese medicine and western scientific research.

More traditional pre and post-natal programmes launched in 2011 in response to demand. These have since been merged into one New Mother programme involving an olive oil massage, facial cleansing, a light legs massage and targeted personal training. Alternatively, the Lefay Spa Method also tackles signs of post-natal depression.

First-person experience: Mari Stevens
After spending a few days with a six-month-old baby at Lefay, my impression is that the complex has an unstuffy and relaxed atmosphere, and family needs are seamlessly incorporated in the restaurants, rooms and spa, without too much impact on other guests.

I certainly felt revitalised by my stay and would even say that it could have a life-changing impact a on a new mother enabling her to experience bespoke physical and psychological care, eat healthy food, sleep well and spend quality time alone and with her baby.

This type of experience shouldn’t be underestimated and its long-term benefit for spas shouldn’t be either. As a busy, high-earning mum the chance to return to familiar surroundings, revisit a wonderful experience – and take advantage of that crèche – will be very tempting for me in three years’ time.

Families mix comfortably with leisure guests at Lefay – even in the spa

CASE STUDY 2

Spa Evian Source, Evian

The iconic French resort of Evian sees itself as the origin of mother and baby spa programmes in Europe. Such packages were launched at the Les Thermes Evian in 1987 and are now offered by other local spas, including Spa Evian Source at the Hôtel Royal.

Spa Evian Source’s Mother-Baby programme offers a new mother, and her three to 10 month old baby, a three or five day package designed by paediatric and obstetric professionals to help her rediscover her figure, recover physically and mentally from childbirth and share baby bonding experiences through baby swimming and massage. The balanced, holistic programme also offers beauty therapy, relaxation and alternative medical treatments such as lymphatic drainage, osteopathy and clay massage and a vital opportunity to socialise and share advice with other mums and spa professionals.

The hotel takes its commitment to babies very seriously too with a 4000sq m (43,056sq ft) crèche and activity centre for four-month+ children and a well-thought-out, free baby welcome package including basic equipment, such as a cot and bath-time equipment, breastfeeding chair, bath thermometer and even sterilising tablets.

New mothers and their babies are seen as a primary target market for the resort’s spa. Coupled with the resorts world-famous bottled Evian water – renowned for its energising powers – and nurturing image it all makes real business sense.

Three- and five-day packages have been designed by paediatric and obstetric experts

CASE STUDY 3

Fadzil’s programmes are a modern take on traditional Malay confinement practices

Managing director,

Malays give a lot of emphasis to pre and post-natal treatment and it’s proven that women who diligently follow the traditional Malay confinement practices or ‘pantang’ will regain their pre-pregnancy figure, health and energy levels. A 100 per cent recovery is expected after 100 days. Malaysia also has one of the lowest rates of post-natal depression.

Confinement practices include the use of herbs internally and externally – such as on the abdomen to promote blood circulation and for firming. Heat is also key and a hot river stone or ‘bertungku’ is thought to help break down fats and shrink the womb.

Another feature is a traditional post-natal massage to promote blood circulation and lift the womb. An abdominal wrap or ‘bengkung’ is also worn for 44 days to shrink the uterus, flatten the stomach, promote good posture while breastfeeding and prevent overeating.

Tanamera recognised the need to revive these practices. We started to train therapists in the art of post-natal care and included it on our spa menu. We offer daily, five- and 10-day recovery programmes in the spa and at home. Our recovery programme features traditional post-natal massage; herbal vaginal steaming, and binding the abdominal area. Our Tanamera post-natal natural product range includes a Feminine Herbal Wash and Cotton Abdominal Binder.

There’s been a lot of interest from Asian countries such as Vietnam, which has a regime of traditional post-natal care, while in the US we’re targeting the doula network and in the Middle East we’re focusing on post-natal wellness clinics due to the conservative nature of the market.

We feel that the opportunities are endless and what’s wonderful is that we also feel as if we’re doing the community service by directing new mothers towards recovery and their future wellbeing.

we’re doing the community a service by redirecting new mothers towards their recovery and their future wellbeing

CASE STUDY 4

Karen Hastings

Founder,

Cupcake Mum Limited, London

Launched Cupcake after realising there was a gap in the market for somewhere for new mothers, who were used to living full lives, to go with their babies to meet other people, take part in classes and relax. Our focus is on community, wellbeing and indulgence and our activities cover everything from pilates to ‘mumpreneur’ seminars and book clubs. We also offer a huge range of children’s activities, all in one family membership package.

A spa has always been a central aspect of our brand. Many of our clients were spa-goers before becoming mothers and see it as a necessity. Our focus group research shows that a mother has difficulty simply getting her legs waxed – so we offer a 20 minute slots but with luxury touches, such as hot stones. We also offer first-class crèche facilities. Our bespoke treatments have been developed with industry experts – we work with an osteopath and our specialist pregnancy massages take place on hydrotherapy beds.

We’re hoping to take our spa offering to a new level and have just set up a partnership with Pinks Boutique, an luxury, organic professional spa brand that uses products made by hand – a mother has a more heightened interest in the products she puts on her skin. The average age of a typical Cupcake mum is 36, so anti-ageing treatments and products are popular too.

a spa has always been central to our brand. many of our clients were spa-goers before becoming mothers and see it as a necessity

Hastings’ spas also focus on community and give mothers a chance to meet other people and relax