Whole Foods Gets Into The Spa Business

by Deidre Woollard (RSS feed)
Dec 13th 2006 at 7:02PM

Whole Foods Markets is getting into the spa business. The natural supermarket opened Refresh--The Everyday Spa at Whole Foods Market last week in a Dallas store. The 4,500-square-foot spa has seven treatment rooms and offers scrubs, massages and other treatments. There is also a private balcony where lunch from a special spa menu is served and a shop which sells beauty products and organic clothing. The spa is on a second floor removed from the hubbub of the grocery store and for $20 per hour you can ditch your shopping list at the concierge desk and get a massage while someone else picks up your groceries. If the spa works out well in Dallas then the concept will be rolled out to other stores.

[via Marketing Daily]

Tags: dallas, spa, supermarket, whole foods, WholeFoods

Filed under: Spas

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Reader Comments (Page 4 of 4)

Joanne Dec 21st 2006 12:16PM

I am in full support of Whole Foods offering massage and spa services, I think it is a wonderful concept. Some people do not have the time to spend an hour getting a massage, because they have limited time to get other things done. Now they can get the shopping done and a massage at the same time! Wonderful!! Besides, I think $60.00 per hr for a massage is ridiculous....massage therapists do not go to school for years and have to get high degrees to demand $60.00 an hour or $1.00 per min. It is exhorbanent. But now people who could not afford this can get it reasonably. A massage should not just be a luxury, some people really need it for physical therapy!

Cyndith Dec 19th 2006 2:11PM

One thinks of indulgence when they think of massage, but hopefully massages will become a routine part of self-care as much as diet and exercise. I have always enjoyed shopping after yoga or jazzercise because I feel stronger and want healthy good. To be able to shop after a massage would be the same for me. It would be great if Whole Foods could offer yoga classes also. I think they are trying to be a general wellness store. Mom and Pop stores shouldn't worry about competition because most of the people who shop at Whole Foods are willing to pay a little more for organic and fresh products. If Mom and Pop stores feel threatened then they may re-consider their marketing strategy to accomodate a growing population of shoppers who want wellness products. Mom and Pop stores have to meet the demands of the public and change with the times and most are unwilling to do so.

Julie Dec 19th 2006 2:11PM

Ahem...to the person who said "organic foods" are not any better...has obviously overlooked the REST of the Whole Foods store which stocks hundreds of packaged items that do not have any chemicals like modified corn starch, high fructose corn syrup, and monosodium glutamate to name a few. You could spend hours in a regular store looking for just "one" item that doesn't have crazy preservatives in it.

And to the person who asks...what does massage have to do with shopping for groceries.... why do bookstores also sell music CD's and coffee?....why does Wal-Mart have Optometrists?....at least massage goes along with the taking care of yourself and the planet theme of Whole Foods. Bravo!

Lisa Dec 19th 2006 2:27PM

I think whole food stores are great, but somewhat overpriced. They are cleaner and healthier for us since they don't use chemicals to treat the foods. All in all - we should have been living this way always but America = Money and many doctors today have no idea about nutrition as a way of a a healthier life. Bring on the meds! Meds = Money as well - sad to say. I hope we go back to the good old daze where whole foods were our staple.

belinda Dec 19th 2006 3:51PM

Been there - done that! Massages start at around 50 bucks and go up. You pay $20 for the shopper to get your food together while you spend your money on a massage. The writer just didn't write it correctly. It's a nice surrene place, over priced as most things there, but a nice place to unwind while someone gets your food. I enjoy shopping there, see whats new, see bargains to stock up on, I can't see letting anyone else shop for me, no one can do it like mamma can ! Merry Christmas.

cannon Dec 20th 2006 6:12AM

I have to laugh at the comparisons to WalMart!!! I remember shopping at the original Whole Foods back in 1986 in Austin. It was a small hippy-dippy food co-op that happened to have the best natural foods in town. No wine, no meat, and certainly no yuppies.
Through incredible vision and offering the customer what she wants they have grown exponentially. So, how is that "un-American"????
Sounds like the American dream to me....and a lot of sour grapes from the neigh-sayers...
Whole Foods Rocks!!!

Jaya Schillinger Dec 21st 2006 1:29AM

From a spa consultant's perspective, I can see why they might want to toss their hat in the ring. Their "whole brand" if you will, is based on promoting a healthy lifestyle. Spa services definitely are absolutely with that definition. The Whole Foods in my area offered chair massages when they opened, though they dropped it after a few years. I suspect that had to do with the management of that department might not have been worth the benefits of having it as an amenity. This new venture they're testing--all seven treatment rooms in a separate part of the building, is really an earnest effort. With the research & development they're investing (in the hopes of making it turn-key duplicatable) they could be a serious contender in the day spa market. As a spa consumer myself, I can see how the convenience of being able to get a massage (after parking in their always crowded parking lot) then go do some healthy grocery shopping afterwards could be a nice experience.

I'm not overly concerned that they'll take a big gluten-free bite out of the market currently served by the smaller day spas. By and large, clients that already go to an independent spa won't be attracted to a larger corporate venture--unless of course they really get it right. The thing is though, that they just might. This is one story to watch. I'm really curious to see how this one goes.

Mr Wave Theory Dec 25th 2006 6:50AM

I've been a long time fan of Whole Foods Market, Inc. (Nasdaq WFMI), the largest distributor of organic food products in America. What I like best about the company is that it provides organic products that are certified organic, meaning the fruits and vegetables they sell are grown under stricter guidelines than your average farmer's market. Of course, it comes at a price and Whole Foods is facing an identity crisis.

http://mrwavetheory.blogspot.com/2006/12/whole-foods-bringing-venture-capital.html

Read More about the Whole Foods Killing or Helping Local Organic Farmers

Kim Dec 27th 2006 11:22AM

$20.00 massages tells the general public that other massage therapists are overpriced. Price undercutting hurts the entire profession. we work hard for what we make and generally cannot do more than a few (good)treatments a day. Seasoned MT's, for the most part, wouldn't do this to themselves or the industry. Whole foods will end up with mediocre therapists at best. You get what you pay for.

Bethany Jan 3rd 2007 11:02PM

Those of you wondering if the spa services are worth it...trust me, they are! I got an hour long facial, and my skin has never had more of a healthy glow! Their skillful service combined with the Dr. Hauschka products is a fantastic combination. The ambiance in the spa is so serene that I forgot that I was in a grocery store! Job well done, Whole Foods!

peace sista Jan 3rd 2007 9:03PM

I agree with Chris about over-priced health foods. Since, the government say that they are fighting obese. Why not make the healthier foods less expensive and start making the foods with high calories/fat very expensive. Then American health will change for the better.