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by Donald B. Ardell, Ph. D.
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Wellness in the Headlines
(Don's Report to the World)

A Look at the Wellness Merits of Spas, If There Are Any

Friday January 14, 2005

Just kidding. I LIKE spas and there ARE merits, to be sure. I have been to hundreds of them, though not for the usual and customary reasons (for example, to be detoxed with loofah rubs and body scrubs). I never visited a spa to lose weight, overcome an illness or get healthy. (The term spa means different things to various entrepreneurs. For example, in many hotels, fitness centers or gyms are called "spas," perhaps because they provide robes and sell a few cosmetics and offer massages.) 

The popular traditional spas, the treatment-oriented centers that are clearly NOT focused on exercise, also have merits, but should be considered in the category ENTERTAINMENT. Make no mistake--I think everyone has a right to squander money, to buy services and goodies he/she doesn't need and to be pampered, flattered and bamboozled. Yet, let's be sensible and suspect about health claims made for these entertainments. (As in this boast, reported in a recent NY Times piece: "Patrons will emerge changed, detoxed (and) perhaps even...more spiritual." Source: "The Spa-ification of America," New York Times, January 2, 2005.) That kind of expectation or promise is pure nonsense, though probably harmless enough.
 
Spas are big business. In 2003, such entertainments enjoyed 37.2 million visits while earning $4.52 billion, according to the Times article cited above. The International Spa Association (ISA)) claims 2,200 members in 70 countries. There are at least 1,662 ordinary spas, plus about 200 "destination spas" that are resorts unto themselves. ISA's mission statement goes well beyond the idea of spas as simple entertainment. Not satisfied with vague claims of renewal, rest, rejuvenation and revitalization, ISA professes that member spas share "a common philosophy of nurturing and healing the mind, body and spirit." I think this is a bit much.

One of the things about spas that annoys me is the silly names adopted to create an aura of significance to the smoke and mirror treatments. Examples from the Times story include:

• Aromatherapy offerings. 
• Equine therapy, "which promises to restore your emotional balance by evaluating how you groom, talk to and walk a horse."

Some folks might be surprised to learn that 29 percent of clients at hotel and resort spas are men nationwide, and may constitute a much higher percentage in some locations (for instance, when spas are linked with golf packages). 

The old idea of a spa as a place for 'pampering' is being downplayed in favor of the notion that a spa treatment will enhance a hard-driving executive's productivity. One spa executive said his organization has "gotten into purposefulness."

Depending on your location, a massage at a spa might be called ayurvedic massage, lava rock massage, papaya scrub massage, grape seed facial massage, body maple massage, shaman massage and so on. It's still basically a massage, but at a fancy spa it costs more. The one massage you are NOT likely to enjoy at any "reputable" spa is a "happy ending" massage. (Unfortunately, all spas are reputable, else they'd be shut down owing to antiquated laws that limit the choices of consenting adults.) Count that fact as yet another reason to temper expectations. Remember, you don't expect to get pleasured too much, cured (or detoxed, for that matter) at a Broadway musical, fancy French restaurant or professional sporting event, just entertained. That's what spas are for, whatever they claim otherwise. Spas might be viewed in the same light as a play, a meal or a game - just a bit of wholesome good fun and relaxation, a temporary diversion from the stresses of life's routines. While all's fair in love, war and marketing, remember that spas are basically glorified hotels or fitness centers seeking to charge you more for stuff and services you can get much cheaper without the razzle dazzle. Have fun, but try not to be easily fooled. 

Be well and always look on the bright side of life. 

Domain: purpose
Subdomain: applied wellness

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