Italian operator Terme & Spa Italia is preparing to launch a large new day spa in Milan on 1 April, slated to become Italy’s biggest urban thermal and wellness complex.
Called De Montel Terme di Milano, the 16,000sq m urban retreat will feature 10 geothermal pools, a 15-treatment-room spa, extensive wet and thermal facilities and 10,000sq m of outdoor space, including a treelined mindfulness park.
The spa has been designed as a sanctuary in the heart of the city and will accommodate up to 700 guests at a time.
The facility is housed in the carefully restored Scuderie De Montel, one of Italy’s most renowned former horse stables. The Art Nouveau structure, built in 1920 by architect Vietti Violi, was originally home to thoroughbreds
and royal cavalry. Once owned by the affluent De Montel banking family, the site fell into disrepair after WWII and was abandoned in the 1970s.
Now, after five decades, Scuderie De Montel is being transformed into an urban wellness hub thanks to a €50 million (US$55 million,
£43 million) investment from Azimut Libera Impresa SGR, in partnership with Terme & Spa Italia. Industry suppliers Myrtha Wellness, Starpool and BBSPA Group have all contributed to bringing the project to fruition.
spa business people
Sara Young forms Spa Well to empower and unite global spa and wellness professionals
Anew online platform and app called Spa Well has launched today (17 March) to provide the international industry with a space for connection, collaboration, education and personal growth.
Founded by seasoned spa and wellness leader Sara Young, the initiative aims to connect professionals, share valuable insights and provide opportunities for collaboration through a mix of digital and in-person events, educational content and knowledge-sharing.
Spa Well has been designed to cater to a range of spa and wellness professionals, including operators, suppliers, consultants, educational associations, recruiters, architects and designers.
The heat, the smells and the story collide to give the audience an incredible experience
Lasse Eriksen
Spa Well is a space built for spa professionals, by spa professionals
Sara Young
"Spa Well is a space built for spa professionals, by spa professionals – a place to connect, learn and grow the industry together,” said Young.
“We’re here to unite the entire industry and make knowledgesharing accessible to everyone, no matter where you are in your career."
A trained sports massage therapist, Young brings 15 years of sector experience, with leadership roles at UK destination spas including South Lodge, St Michaels Resort and Chewton Glen. She also served as spa revenue manager for Carnival UK (the parent company of P&O Cruises and Cunard), overseeing 14 cruise ship spas in partnership with Steiner Spa Consulting and Canyon Ranch.
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NYC to host first-ever national US aufguss event, reveals Lasse Eriksen
The ancient European sauna ritual of aufguss is continuing to make waves in the US, as the country prepares to host its first-ever national sauna competition this summer.
Taking place at Bathhouse in Williamsburg, NYC, from 23-24 June, 2025, the event will determine which American sauna masters will earn a spot at the Aufguss WM World Championships in September 2025.
“The beauty of aufguss is that sauna goers who might typically step out after five minutes remain
captivated on their benches for the duration of the 10- to 14-minute performance,” said Lasse Eriksen, VP of the Aufguss WM competition and jury member. “That magic moment is when the heat, the smells and the story collide to give the audience an incredible experience.”
Sauna masters can apply to the US event by submitting a video showcasing their skills on the event’s official website by 11 April.
Solo and team categories are both available.
MORE >>> http://lei.sr/d3K2G_B
A big focus for this year will be elevating our data analytics side
Andrew Sugerman
Andrew Sugerman reveals new direction for Centr
Centr, the app founded by Hollywood actor, Chris Hemsworth, is introducing more training styles and programmes from top trainers in a bid to reach new audiences.
Expanding its fitness ecosystem beyond traditional workouts, Centr is introducing more expert-led programmes and tools that will help users to build lasting fitness habits. Featured training styles will include functional strength, mobility and Hyrox race training from top trainers.
“This is more than just adding new workouts – it’s about delivering the right training style, mixed with the right expertise and the right tools to help members train effectively, no matter their fitness level or preferred workouts,” says Centr CEO, Andrew Sugerman.
“A big focus for this year will be elevating our data analytics side: the more data we capture, the more personalised we can make the programmes.”
CONTENTS ISSUE 471
People news
Sara Young forms Spa Well community to empower and unite global spa and wellness professionals
Country focus
GWI releases new data on Thailand’s fast-growing $40.5bn wellness market
New deals
Therme Group and Georgetown Company forge JV to power US wellbeing destination rollout
SPA BUSINESS INSIGHTS
Inclusive wellness
Laszlo Puczko sparks industry dialogue on men’s evolving role in wellness
Raising the bar
US spa boom continues – threeyear streak pushes industry revenue to record $22.5bn
Supplier innovation
The latest in products and innovation from Wildsmith Skin, Brass Monkey, Templespa, Earthlite, reLounge and Gharieni
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spa business news
MARKETS
GWI releases data on Thailand’s $40.5bn wellness market
Thailand’s wellness economy surged to an impressive US$40.5 billion (€37.2 billion, £31.2 billion) by the end of 2023, solidifying its position as the world’s fastestgrowing wellness market, according to new research from the Global Wellness Institute (GWI).
Conducted in partnership with BDMS Wellness Clinic, the Global Wellness Economy: Thailand report delves into the nation’s diverse wellness offerings – from ancient
FITNESS
Life Time to operate super
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Properties has named Life Time as partner and operator of the 'athletic
Thailand is a prime destination for comprehensive wellness experiences
Tanupol
Virunhagarun
traditions and holistic healing to cutting-edge medical tourism and wellness real estate – while examining Thailand’s evolving role within the US$6.3 trillion (€5.8 trillion, £4.9 trillion) global wellness economy.
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The seven-floor facility will deliver recovery, rejuvenation and social spaces
Development in 2024 for US$672 million via a foreclosure after the project faltered due to slow sales. The unfinished building already has a small number of residents
living on the lower floors. The lavish nature of Life Time Brooklyn Tower will be critical to the turnaround on the project, covering seven floors, delivering recovery, rejuvenation and social spaces.
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■ The development incorporates the Dime Savings Bank Building with its Guastavino dome
BAJA™ EDGE
BAJA™ OVAL
■ The new report focuses on Thailand
Therme signs JV to power US rollout
Global developer and wellbeing
destination operator Therme Group has formed a joint venture (JV) with The Georgetown Company – a leading developer and owner of commercial, retail and mixed-use properties – to accelerate its US expansion. The partnership establishes Georgetown as Therme US’ exclusive development partner and a financial stakeholder, acquiring a 25 per cent equity stake in Therme US. The collaboration is a key step in Therme’s mission
TECHNOLOGY
Chronic pain warriors targeted with new yoga app
A yoga app has been launched aimed at those who are living with chronic pain, to support them to exercise in a gentle and effective way.
Founded by yoga teacher and “chronic pain warrior” Sophia Drozd, the Y4P app offers more than 200 short, manageable practices which yield positive effects without over exertion. There is a focus on slowpaced, nourishing movements, restorative sessions and breathwork.
There are options for individuals who have pain in a certain area; slow flow workouts, including bed yoga and chair yoga and yogility – a mix of yoga and mobility exercises to enhance
The JV plans to deliver 10 projects, each spanning approximately 500,000sq ft
Robert Hammond
to bring large-scale urban wellbeing destinations to key US cities
Modelled after its existing facilities in Europe, the JV plans to deliver 10 projects explained Therme US' chief strategy officer Robert Hammond.
>>> http://lei.sr/8r3R6_B
range of motion and strengthen joints. Further to this, there are breathwork and meditation classes.
The Y4P Community Channel is a moderated, supportive space to allows users to connect with others who understand the unique challenges of living with chronic pain.
NHS consultant and pain expert, Dr Deepak Ravindran, has endorsed the app and it is certified by the Organisation for the Review of Care and Health Apps.
>>> http://lei.sr/J9b5Z_B
DRIVING BEAUTY INNOVATION
Discover our trailblazing new partnership – the ultimate blend of power and beauty. We’re joining forces with the Aston Martin Aramco Formula One™ Team in a multi-year collaboration to drive innovation in a global arena.
Experience power and performance in each of our innovative results-driven formulas. To boost your results, indulge in one of our ELEMIS EXPERT™ Tech Facials where ground-breaking technology meets active ingredients and transformative touch for results that you can see and feel.
For more information, contact newbusiness@elemis.com.
Inclusive wellness
Laszlo Puczko has sparked industry dialogue on men’s evolving role in wellness – Spa Business investigates
■ Puczko has more than 30 years of experience in health, wellness and tourism industries
We felt men’s voices were underrepresented in wellness discussions
Laszlo Puczko, CEO of Health Tourism Worldwide (HTTWLife), has initiated a new conversation about the evolving role of men in wellness. Through his Wellness of Men/Wellness for Men project, Puczko has brought together industry leaders to explore the challenges and opportunities around making wellness more inclusive for men.
His four-year initiative includes two surveys, now summarised in two detailed reports. The first survey gathered insights from over 350 men worldwide about their wellness habits, stressors and relaxation preferences, while the second report compiled feedback from nearly 80 industry experts to discuss the implications of these findings for the wellness sector.
“We felt men’s voices were underrepresented in wellness discussions,” said Puczko.
“Traditionally, wellness has been linked to beauty, which often skews the conversation toward women. As a result, products, services and communication often overlook how men engage with wellness. ”
Key takeaways from first report
■ Physical wellness was ranked the most important wellness pillar.
ENSANA
■ Physical wellness is considered the most important pillar of wellness for men, while listening to music was identified as the most popular way for men to relax
The industry needs actionable insights to better cater to and attract male consumers
■ Music plays a key role in men’s wellness experiences.
■ Stress is the top motivator driving men toward wellness.
■ Partners are crucial in encouraging wellness participation.
■ COVID-19 spurred men to prioritise self-care.
■ Men are open to new wellness experiences both while travelling and at home.
■ One-size-fits-all solutions don’t work
– men’s wellness needs vary widely.
■ Tangible results matter more than wellness branding.
These findings show that while men are engaging more with wellness, their preferences diverge from traditional industry assumptions.
Puczko suggests that businesses aiming to attract male consumers must adapt their services and messaging to reflect these insights.
Part two: industry reflections
The second report builds upon the findings from part one, focusing on how industry leaders can translate these insights into actionable business strategies. Puczko engaged 77 professionals – from architects and designers to spa operators and consultants – to reflect on the findings and apply them to their fields.
“We wanted to see how industry experts interpret the results and how they can translate them into practical business strategies,” explained Puczko, “because the industry needs actionable insights to better cater to and attract male consumers.”
Business takeaways
The second report emphasises the complexity of engaging men in wellness and underscores the need for a more tailored approach. What
wellness means to men and how they wish to improve it depends heavily on cultural traditions, social norms, age, family status, life cycle position and sexual orientation. The challenge for businesses is balancing the varying expectations of these segments with practical business rationale.
Findings showed men are loyal wellness consumers. To nurture this loyalty, industry specialists urged that service design and communication must take men’s demand triggers seriously. Men typically don’t open up easily about their wellness status, or the lack thereof, so they require encouragement, tailored incentives and support – often from their partners.
Puczko hopes the reports will inspire wellness and hospitality operators to rethink how they engage with men, making wellness more accessible, relevant and appealing.●
spa business insights
Another year of rising revenue and guest visits reflects a thriving spa industry
Lynne McNees, ISPA president
Raising the bar
The US spa boom shows no signs of slowing down as new ISPA data reveals industry revenue reached a record $22.5bn in 2024
The US spa industry has hit another all-time high, generating a record US$22.5 billion (€20.6 billion, £17.4 billion) in revenue in 2024 – a 5.8 per cent increase from 2023’s US$21.3 billion (€19.5 billion, £16.4 billion).
The new data comes from the International Spa Association (ISPA)’s 2025 US Spa Industry Study, unveiled on the second day of its annual Conference & Expo, this year hosted in Colorado.
This milestone marks the third consecutive year of record-breaking growth for the industry, reflecting a strong post-pandemic recovery. In 2022, revenues hit US$19.1 billion (€17.5 billion, £14.7 billion), followed by US$21.3 billion (€19.5 billion, £16.4 billion) in 2023 (+5.7 per cent YoY) and
■ The 2025 ISPA included a vast expo attended by 2000+ delegates as well as three days of speaker presentations and town halls
ISPA
Spa visits climbed from 182 million in 2023 to 187 million in 2024
now $22.5 billion (€20.6 billion, £17.4 billion) in 2024 (+5.8 per cent YoY).
The study, conducted annually since 1999 in collaboration with PricewaterhouseCoopers (PwC), tracks the "Big Five" industry metrics: total revenue, spa visits, spa locations, revenue per visit and industry employment.
Maintaining momentum
Comparing 2023 to 2024, the study reveals steady growth across all financial indicators.
Spa visits climbed from 182 million in 2023 to 187 million in 2024, marking a 3.1 per cent increase, while revenue per visit rose 2.6 per cent from US$117.20 (€107, £90.4) to US$120.30 (€110, £93).
The number of US spas also saw a slight uptick, increasing from 21,840 to 21,980, while overall industry
employment expanded by 1.6 per cent, reaching 376,200 workers.
ISPA breaks this down into 176,300 full-time sta , 185,400 part-time employees and 14,500 contractors.
"Another year of rising revenue and guest visits reflects a thriving spa industry, creating opportunities for businesses and spa professionals alike," commented ISPA president Lynne McNees.
“By adapting to consumer demand for exceptional wellness experiences and prioritising innovation and guest satisfaction, the industry has achieved steady growth across every key indicator while continuing to rebuild after the COVID-19 pandemic."
ISPA will release the full study later this year, providing deeper insights into the continued expansion of the US spa market. ●
■ The new data marks the US spa industry's third consecutive year of record growth
■ The recent ISPA conference took place in Colorado
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SUPPLIER NEWS
Suppliers tell Spa Business insider about their latest product, design and technology launches
Wildsmith rolls out 100% compostable packaging that biodegrades in a year
Professional spa and skincare brand Wildsmith
Skin is embracing a ‘no waste, no trace’ philosophy with a packaging overhaul of a selection of its at-home wellbeing range.
Two Wildsmith formulas –Active Repair Copper Peptide Cream and Ceramide Repair Balm – are now available in home-compostable Vivomer packaging, created by sustainable materials innovator Shellworks.
Vivomer, a biopolymer made by natural microbes and derived from plants, mimics plastic’s strength and
durability but decomposes naturally, leaving no trace. In home compost, soil or landfill, microbes break it down completely within a year.
Four more Wildsmith products – including the Active Repair Nourishing Cleansing Balm and Super Hydrating Overnight Mask –will transition to Vivomer as existing glass packaging sells through.
“From our first meeting we’ve been inspired by Shellworks’ vision and team ingenuity when it comes to reimagining a world without plastic,” said Katherine Pye, Wildsmith GM. “This partnership and our introduction
■ Naturally pigmented and stable throughout its use, Vivomer is said to "exist in collaboration with nature"
■ Katherine Pye, Wildsmith GM
of Vivomer is a demonstration of our unwavering commitment to constant innovation and discovering new ways to minimise our environmental impact as we put conscious packaging and sustainable manufacturing to the fore.”
MORE ON spa-kit.net
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WILDSMITH
SKIN
SUPPLIER NEWS
Templespa's new Clear To Me serum harnesses a trio of actives
Templespa has unveiled its latest launch, Clear To Me, a serum designed to purify, rebalance and refine the skin.
Suitable for sensitive skin, the vegan and cruelty-free formula is crafted to tackle a range of common skin concerns across different life stages.
It's claimed to rapidly target and prevent blemishes, reduce redness, refine texture,and minimise excess oil and large pores.
The serum is also being incorporated into three Templespa facials: My Kind of Skin, The Skin Detox and Back to Life.
The formula relies on a trio of actives:
Prebiotics, postbiotics and hyperactives
Salicylic acid is joined by microencapsulated retinal and niacinamide to target and prevent blemishes, reduce redness and refine skin texture. Prebiotic willow herb extract helps provide a mattifying effect as it nurtures the skin barrier, while adenosilane is an advanced pore-refining complex claimed to combat excess oil.
Mediterranean botanicals
Mediterranean date oil is incorporated to calm the skin and stop it from drying out with essential fatty acids. Olive fruit oil is also used to help break down dirt, skin impurities and waxy substances.
Brass Monkey announces new health club partner
Brass Monkey, the UK’s leading ice bath supplier, has joined forces with Village Health & Wellness Clubs to bring cutting-edge cold plunge therapy to gym-goers nationwide.
The partnership will see state-of-the-art ice baths installed at 32 locations, marking Brass Monkey’s expansion into the gym and hospitality sectors. The brand is already well established in the wellness space, with existing partnerships with Six Senses and Bulgari Hotels.
With installations rolling out bi-weekly until June, the collaboration reflects the growing demand for cold-water immersion – hailed for its benefits in muscle recovery, circulation, and mental clarity.
■ The serum has been introduced into three of Templespa's signature facials
Vitamins and minerals
Vitamin E and a mineral complex of zinc, magnesium, manganese and sodium are joined by a highly stable form of vitamin C to brighten skin.
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■ Installations are being rolled out until June
“This is a huge milestone for Brass Monkey – our first nationwide rollout, making the transformative power of ice baths more accessible than ever,” said company founder Danyl Bosomworth.
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BRASS MONKEY
Danyl Bosomworth, founder
Industry heavyweights join Earthlite senior leadership team
Earthlite and its family of brands – Living Earth Crafts, Continuum and TARA Spa Therapy – have announced the addition of appointed two seasoned industry executives to strengthen its leadership team.
Rod Derifield will assume the role of president of Earthlite and Thorsten Lipfert will become Earthlite’s managing director, EMEA.
Derifield joins Earthlite with over 30 years of strategic organisational leadership, fueling expansion through organic growth, production innovation and M&A. Prior to joining Earthlite, Derifield was a division president at Nexus Brand Holdings, focusing on consumer product businesses.
Lipfert comes aboard with more than 25 years of experience in the wellness industry, a journey which saw him begin as a physical therapist and entrepreneur.
After managing his own health and wellness centres in Germany, Lipfert discovered his passion for
hospitality, working with renowned brands including Kempinski, Fairmont and ESPA and eventually founded his own consulting company, BWELL Hospitality.
He later relocated to Dubai and served as head of medical and wellness for Emaar.
ON spa-kit.net
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Gharieni and reLounge co-create treatment bed for pain relief
Gharieni has announced a strategic partnership with reLounge, a company specialising in touchless solutions for pain relief. Together, they have developed the reLounge ZeroG treatment bed, designed for the wellness and medical
industries. The system integrates four therapy technologies to offer a comprehensive approach to pain management and relaxation.
Designed to enhance circulation, relax muscles and alleviate pain, the ZeroG combines transcutaneous electrical nerve stimulation (TENS), modulated medium-frequency therapy, heat therapy and massage rollers. While reLounge provided the pain relief technology, Gharieni applied its engineering expertise to transform the ZeroG into an electrically adjustable lounger.
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■ The reLounge ZeroG treatment couch is operated via a touchscreen
MORE
■ Rod Derifield (L) and Thorsten Lipfert (R)
■ Sammy Gharieni, founder of Gharieni Group
lesmills.com/hotel-fitness-programs
WEB ADDRESS BOOK
Connect with spa organisations from around the world. We welcome your entries – write to spateam@leisuremedia.com
Asia-Pacific Spa & Wellness Coalition (APSWC)
■ www.apswc.org
Association of Malaysian Spas (AMSPA)
■ www.amspa.org.my
Australian Hot and Mineral Springs Alliance
■ www.bathing.org
Australasian Wellness Association (ASWELL)
■ https://aswell.au
Bali Spa and Wellness Association
■ www.balispawellness-association.org
Brazilian Esthetics & Spas Association
■ www.abesbrasil.com.br
Bulgarian Union for Balneology and Spa Tourism (BUBSPA)
■ www.bubspa.org
Association of Spas of the Czech Republic
■ www.jedemedolazni.cz
Estonian Spa Association
■ www.estonianspas.eu
European Historic Thermal Towns Association
■ www.historicthermaltowns.eu
European Spas Association
■ www.europeanspas.eu
Federation of Holistic Therapists (FHT)
■ www.fht.org.uk
Federterme
■ www.federterme.it
FEMTEC (the World Federation of Hydrotherapy and Climatotherapy)
