FIT FOR purpose

With an increasing demand for wellness-focused stays, leading spas are incorporating fitness and movement into their offerings. Ellen Cummings asks spa directors how they’re bridging the gap between spa and fitness

Traditionally, spas have been synonymous with relaxation, offering massages, facials and thermal experiences. However, the modern wellness landscape is evolving, with guests seeking not just relaxation but also ways to enhance their physical health. Recognising this shift, businesses such as Moddershall Oaks Country Spa Retreat in Staffordshire and Calcot Hotel & Spa in the Cotswolds have expanded their offerings to include fitness facilities and structured wellness programmes.

Penny Weston, director of Moddershall Oaks, explains, “Initially, Moddershall Oaks focused primarily on the spa experience. However, we recognised the growing demand for a comprehensive wellness approach and introduced our fitness and wellness offerings to complement our spa services.” This led to the creation of the Made Wellness Centre, which features a fitness studio, interactive cycle cave, outdoor fitness areas and a range of holistic activities.

Meanwhile, Calcot Spa has long been committed to fitness as part of its wellness philosophy. “The fitness element was an integral part of Calcot Spa from the outset,” says Francesca Rowland, spa director at the Calcot Collection. “Over the past 20 years, our club membership has consistently been in high demand, leading to a significant £5m investment in expanding our fitness facilities. This allowed us to introduce The Grain Store as a dedicated fitness and wellness centre.”

A holistic approach to wellness

Today’s spa guests are looking for a more dynamic wellness experience, where relaxation is paired with movement. At Moddershall Oaks, this integration is central to its wellness philosophy.

“All spa guests are granted access to the Made Wellness Centre as part of their visit, as well as discounted classes,” explains Weston. “Our packages combine expertled fitness classes with luxurious spa treatments to provide a complete mind and body experience.” The spa offers structured wellness retreats, such as its Yoga Spa Retreat, which combines mindful yoga with spa access and healthy dining.

Calcot & Spa near Tetbury, Gloucestershire.

Calcot’s Grain Store, which features a gym and fitness studios.

Calcot Spa takes a similarly structured approach, ensuring that guests have access to both fitness and relaxation experiences. Rowland highlights the importance of their partnership with skincare brand Proverb, which bridges the gap between spa and fitness. “We are the first UK gym to home a Proverb Stretch Pod,” she explains. “Our personal trainers deliver assisted stretch appointments on the gym floor, and we also offer Proverb stretch in our treatment rooms, allowing cross-referral between spa and gym.” This offering is designed to enhance range of motion, aid recovery and prevent injury.

Understanding wellness-focused clientele

The rise of wellness tourism has seen more people seeking spa experiences that prioritise both mental and physical wellbeing. At Moddershall Oaks, the clientele is diverse, ranging from fitness enthusiasts to busy professionals looking to reset. “Many of our guests are professionals needing a break, as well as those wanting to integrate healthier habits into their daily lives,” says Weston. “Our retreats are also great for those who want to start incorporating fitness into their lifestyle but need a supportive environment to do so.”

At Calcot Spa, the expansion of their fitness facilities has led to a significant increase in membership. “As of 2024, our membership has grown from 600 to 850, with a further 100 expected in the coming year,” Rowland states. The investment in fitness has not only enhanced guest experiences but also solidified Calcot Spa’s reputation as a wellness destination.

Achieving a smooth integration

One of the biggest challenges in integrating fitness into a spa setting is ensuring that movement and relaxation complement each other rather than compete. At Moddershall Oaks, this balance is carefully curated. “We ensure guests have access to both high-energy fitness classes and deeply relaxing spa treatments,” says Weston. “Our programmes are designed to allow for an easy transition between movement and rest, so guests leave feeling both refreshed and rejuvenated.”

Moddershall Oaks Country Spa Retreat in Staffordshire.

Moddershall Oaks’s Made Wellness Centre

Rowland echoes this sentiment, noting that The Grain Store was designed to enhance, rather than disrupt, the spa experience. “Our facilities provide relaxation spaces for post-workout recovery, and we offer access to thermal experiences that help muscles relax after exercise,” she says. “Guests often start their day with a yoga or spin class, enjoy a nutritious meal, and then unwind with a massage or hydrotherapy session.”

The business of wellness

For both Moddershall Oaks and Calcot Spa, integrating fitness into their wellness offering has been a smart business decision. “Offering fitness services has not only boosted revenue but also enhanced guest satisfaction,” says Weston. “Guests appreciate the added value of a wellrounded retreat experience, and it has helped us differentiate ourselves in the luxury spa market.”

Marketing these wellness experiences requires a strategic approach. “We utilise a mix of digital marketing, social media campaigns and partnerships with wellness influencers,” explains Weston. “We also host events and retreats that allow potential guests to experience our wellness philosophy firsthand.”

At Calcot Spa, membership demand speaks for itself. “We have a waiting list ranging from six to 18 months,” says Rowland. “By expanding our fitness offerings, we’ve been able to introduce new membership types and welcome more members while still maintaining the exclusivity that our guests expect.”

The future of spa wellness

As wellness trends continue to evolve, both spas are looking to the future. At Moddershall Oaks, Weston sees personalised wellness as the next big trend.

“We want to deliver tailored experiences using data-driven insights,” she explains. “We are also investing in nature-based wellness, such as forest bathing and outdoor movement therapy, to enhance our offerings.”

Rowland highlights the growing demand across the UK for more immersive wellness experiences. “We are expanding our roster of dedicated wellness days and retreats,” she says. “Guests are looking for experiences that go beyond relaxation, helping them to improve their health long after their stay.”

For other spas looking to enhance their fitness and wellness offerings, both experts emphasise the importance of adaptability. “Listen to your guests and stay flexible,” advises Weston. “Wellness is an everevolving industry, so keeping up with trends while ensuring a personalised approach is key.”

Rowland agrees, adding, “Fitness should feel like a natural extension of the spa experience, rather than a separate entity. Creating an environment where guests can achieve balance in a way that feels intuitive is essential.”