Like many fitness centers, Healthplex Associates’ Center for Fitness and Health faced significant disruptions following COVID-19. However, as interest in holistic wellness surged, the facility successfully grew its member base to 3,600. With an aging demographic (average age: 61), the need for accessible recovery solutions became more critical than ever.
To stay ahead of evolving member expectations, Healthplex Associates (HPA) sought new ways to enhance its wellness offerings without adding operational complexity. With the fitness industry increasingly recognizing recovery as a core component of overall health, the facility looked for solutions that would seamlessly integrate with its existing programs — particularly its spa and therapy services — while supporting both retention and revenue goals.
As HPA looked to expand its wellness offerings, it faced a key challenge: how to introduce new recovery technology without undermining its existing spa services.
Massage therapy had long been a core part of the center’s wellness model, with members relying on deep tissue, cupping and other hands-on treatments. However, in the aftermath of the pandemic, the spa struggled to rebound, grappling with staffing shortages and a 50% revenue decline. While demand for recovery solutions was growing, HPA needed to ensure that any new offering would complement, rather than compete with, traditional massage services.
Space constraints added another layer of complexity. With no room for a major expansion, the facility had to repurpose an old physical therapy consultation room to accommodate new wellness technology. The ideal solution would:
HPA introduced HydroMassage in November 2023. Rather than positioning it as a replacement for hands-on massage, the facility strategically integrated HydroMassage as a complementary service, reinforcing its role in recovery and retention.
Initially, there was concern that HydroMassage might compete with or reduce demand for professional massage services. However, it quickly became clear that HydroMassage acted as a gateway to traditional massage, not a replacement.
Members who were hesitant about hands-on treatments began using HydroMassage as an introduction to recovery therapy. Many of them soon recognized the benefits of deeper, more targeted treatments, leading to increased bookings for deep tissue and cupping sessions. Rather than diverting business away from the spa, HydroMassage helped rebuild its customer base by familiarizing members with the value of massage therapy.
By positioning HydroMassage as a first step in the recovery process, HPA successfully reinforced the role of professional massage while expanding its wellness offerings.
Since introducing HydroMassage, HPA has seen steady adoption among members, reinforcing its value as both a recovery tool and a revenue driver. The initial goal was to have 100 families upgrade their memberships to cover the cost of the unit. Currently, adoption is at 4 – 5% of total members, with strong growth potential as awareness increases.
Increase in Spa Revenue, as Hydromassage Serves as a Referral Tool for Massage Therapy
More Engagement
As Personal Trainers Incorporate HydroMassage Into Post-Session Recovery
Higher Retention
As Members Incorporate Recovery Into Their Fitness Routines
HPA has been highly satisfied with the ongoing support provided by WellnessSpace Brands, ensuring seamless operation and minimal downtime for its HydroMassage unit. The ability to perform remote diagnostics has allowed the service team to quickly identify and troubleshoot issues, keeping the unit running efficiently for members.
With a responsive technical support team and accessible resources, HPA has found it easy to receive guidance and ensure HydroMassage remains a valuable, hassle-free member benefit.
By positioning HydroMassage as a bridge between fitness and spa services, HPA has successfully created a sustainable recovery model that benefits both members and the business. The results speak for themselves: HydroMassage has proven to be an essential tool for fitness, spa and personal training services alike.
The Center for Fitness & Health sees continued growth potential for wellness and recovery. With plans to expand HydroMassage offerings, they are also considering future technology upgrades, such as Control 2.0, to streamline access and usage tracking.
As they continue to refine their wellness approach, the Center for Fitness & Health is setting a new gold standard for integrating fitness, recovery and spa services into a seamless, member-centric experience.
Discover how HydroMassage and other WellnessSpace Brands innovations can increase member engagement, drive spa revenue and improve overall wellness offerings at your facility.
