Hockessin Athletic Club (HAC) has long been a leader in providing high-quality fitness and wellness experiences. But as fitness trends shifted even more toward holistic wellness, HAC saw an opportunity to enhance its offerings beyond traditional gym and spa services. Members were increasingly looking for accessible recovery solutions to complement their workouts and relaxation routines.
To meet this demand, HAC partnered with WellnessSpace Brands to introduce HydroMassage chairs in a dedicated Recovery Realm — a move that seamlessly bridged fitness and spa experiences. The result? Enhanced member wellness, a boost in premium membership upgrades and a stronger connection between relaxation and fitness.
While the club recognized the growing demand for wellness and relaxation amenities, introducing new services came with a challenge: how to expand offerings without disrupting existing revenue streams — namely, the spa’s hands-on massage services. HAC needed an approach that seamlessly connected fitness and relaxation while driving both engagement and revenue.
The challenge was twofold:
To expand its wellness offerings, HAC explored various recovery solutions that would appeal to both fitness and spa members. The ideal choice needed to provide relaxation without increasing staff workload while also driving revenue growth.
HydroMassage emerged as the perfect fit. It offered members an accessible way to recover post-workout, encouraged deeper relaxation before spa treatments and fit seamlessly within HAC’s existing operations
To ensure HydroMassage became a natural part of the member experience, HAC strategically designed a Recovery Realm near the locker rooms and lounges. This prime location ensured members would naturally encounter the space as part of their fitness routine.
By placing HydroMassage in a highly visible and accessible space, HAC was able to:
To enhance its premium membership offering, HAC integrated HydroMassage into an upgraded $45/month package, bundling it with amenities like hot yoga and guest passes. The addition of HydroMassage made the premium tier more appealing, offering members an easy, hands-free way to recover after workouts.
HydroMassage also played a key role in driving spa engagement. Many members used it as a stepping stone to deeper relaxation, making them more likely to explore traditional spa treatments. Trainers encouraged its use for post-session recovery, reinforcing wellness as part of the overall fitness experience.
Of Members Upgraded to the Premium Tier
Additional Annual Revenue From Membership Upgrades
More Spa Bookings
HydroMassage Increased Interest in Full Massage Treatments
Initially, some spa therapists were concerned that HydroMassage might compete with traditional massage services. However, once they experienced it firsthand, their perspective shifted. They saw how it complemented, rather than replaced, hands-on therapy by acting as a stepping stone for members who were hesitant to book a full massage.
Instead of drawing business away from the spa, HydroMassage helped generate new interest in deeper treatments. Members who used it as an introduction to relaxation were more likely to book a professional massage, increasing overall engagement with spa services.
Discover how WellnessSpace Brands solutions can create a seamless bridge between fitness, recovery and relaxation at your facility.
