An Italian medical group,
resurrecting the country’s terme
culture with a preventative
health concept, has attracted
greater attention post-lockdown.
Sophie Benge pays a visit
Striking green mineral waters help treat musculoskeletal and digestive disorders
There are roughly 300 thermal and mineral spas across Italy offering such therapeutic treatments that they’re prescribed by the national health service. Yet, in spite of this, thermal cures continue to wane in a pharmaceutical-dominant culture. One medical organisation, however, has seen this as an opportunity to develop a new business model.
GVM International, which owns over 50 private hospitals, first got into holistic wellness in 1998 when buying a dilapidated Fascist-era thermal water facility and hotel in Terme di Castrocaro, just a few miles from Mussolini’s birthplace in Emilia-Romagna. It was only at the end of 2018, however, that it committed to a €30m (US$33.5m, £26.2m) refurbishment project of the former state-owned facilities with a view to also overhauling a connecting clinic to create a top-league integrated health, wellness and aesthetics centre to rival the likes of Sha, Lanserhof and Chenot – but with the added benefit of mineral water cures.
“GVM realised that the future world of health and wellbeing will be played out in prevention, high-end technology and high-performance therapies,” says Lucia Magnani, a bio-chemist who developed the new wellness concept and is now CEO of the three interconnected properties: a traditional terme, designer hotel and the new Lucia Magnani Health Clinic.
Long Life Formula Magnani’s 28-room medi wellness clinic officially launched in 2019 and industry consultants bbspa helped to bring the concept to fruition (see p81). But it’s taken her 10 years of rigorous research with a team of doctors and professors to establish its Long Life Formula, the term by which the healing philosophy here is known. It’s based on the scientific understanding of cellular ageing and oxidative stress and aims to slow the ageing process via state-of-the-art medical diagnostics and interventions, thermal water procedures, postural alignment and nutrition – plus traditional spa and aesthetic treatments.
Since fully reopening the medi wellness clinic after lockdown on 28 May, Magnani has added two new programmes to the nine pre-existing ones spanning detox, relaxation, weight loss etc. “They’re aimed at strengthening immunity and re-educating breathing activity,” she says, adding that these have attracted most enquiries in recent weeks. “Guests are more interested in prevention and acquiring the know-how around good health that they can take home and follow as a real lifestyle.”
All programmes start with a consultation with three doctors, specialists in internal medicine, thermal medicine and posture and nutrition, and are adjusted accordingly. While the minimum stay is three days, programmes extend to seven, 10 and 14 days and those on longer programmes will usually have blood and stool tests for further health analysis.
The already-personal service is even more keenly observed when it comes to new government health and safety requirements following COVID-19 such as ventilation in treatment rooms, full room cleaning between treatments, compulsory mask-wearing and hand sanitiser dispensers throughout. Sauna use is only permitted with private bookings and the clinic’s pools can be used for prearranged water treatments, but the terme itself is closed. There is also now only one point of entry for the entire site where, following a temperature recording, each guest is given a bracelet to wear throughout their stay.
While guests coming specifically for a Long Life Formula wellness stay make up only a small percentage of business, Magnani says it’s attracting greater visitor enquiries if not, yet, greater numbers post-virus.
Thermal cure “I admit I didn’t appreciate the strong healing power of mineral waters until I came here, but I predict there’ll be a revival because the benefits are excellent and match a growing attention to nature,” says Magnani who’s made the thermal cure a pillar of the Long Life Formula, thanks to insights from Marco Conti, a physical medicine, rehab and thermal doctor. All programmes include several hydrotherapy sessions and often use the ‘velvety soft’ local mud, extracted and sun-dried in the same way that it has been for the last 100 years.
Castrocaro’s salso-bromo-iodic, sulphurous waters, springing from a nearby hill, are especially effective for musculoskeletal, gynaecological and digestive disorders. They can also aid the sinuses and vocal chords, hence vapour inhalations are at the core of a unique Voice programme for professional singers which will launch this year.
The unusually green waters follow an eight-month journey from source to facility where they’re pumped into the public terme for use in pools, baths, showers and inhalations, as well as the clinic’s own underground spa in a range of pools and immersive experiences including Aqua Reborn, a transformative watsu-like treatment.
Posture and nutrition Postural alignment is another strong element included in the Long Life Formula on the understanding that it effects so many aspects of our overall wellbeing.
“Posture is the first business card of a human,” says Marco De Angelis, a doctor with a degree in sports medicine. “It’s a reflection of our lifestyle, physical strength, mood and eating habits.” He teaches guests how to walk for comfort, for balanced weight-bearing and for efficient positioning of internal organs. “It takes three days to reverse postural patterning. When it’s correct, we face our problems in a positive way,” he says.
De Angelis also advises on nutrition, drawing up bespoke meal plans which outline specific portions for each food group. He’s an advocate of five small meals a day, combining deliciously prepared dishes and snacks, each with protein, cereals, vegetables and fruit. His food philosophy aims to keep metabolism and the Glycemic Index at steady levels for optimum energy.
Exemplary architecture Unlike many European health centres, the 8-hectare Castrocaro site is an icon of art deco style and has been faithfully renovated to honour its original designer, Tito Chini, who was one of Italy’s leading proponents of mid-century style. Both the clinic and hotel are full of exemplary paintings, furniture and artefacts of the period.
In summation, Castrocaro is a new addition to the canon of Europe’s five-star health properties, with the added benefit of mineral water cures, its own wellness philosophy and splendid architecture, in a quiet, rural region of north Italy.
Facilities
Lucia Magnani Health Clinic
The 1,000sq m Lucia Magnani medi spa has 28 rooms, including medical suites and those for aesthetic treatments. Bbspa worked on the restructure of the original clinic and also created a new 11-room wellness and spa treatment area including four cabins dedicated to thermal treatments, and a pre and post experience area
Suppliers
Starpool, Lemi, Aquaform and Lucia Magnani’s own skincare range
Three-night packages start from €2,900 (US$3,222, £2,513)
Grand Hotel Castrocaro
The hotel onsite has 104 rooms with rates starting at €180 (US$200, £156). It has two restaurants and a bar
Castrocaro Terme
Thermal treatment and leisure centre with two pools. Day patient and doctor consultations typically start at €35 (US$39, £30) or form part of a state-paid prescription for rehabilitation. It’s open to both clinic and hotels guests too, but is currently closed following COVID-19
Read more from this issue of Attractions Management magazine
View contents of Attractions Management 2020 issue 3
Editor's letter: The fight ahead
There’s a huge job of work to do to build our reputation and win support in the corridors of power, says Katie Barnes
Spa people: Patrick Huey
The vice-president of spa and retail at Montage talks about his new role as ISPA chair, Black Lives Matter and how his spas are fighting back against COVID-19
Spa people: Rianna Riego
Wellness consultant Rianna Riego speaks out about racial discrimination in the global spa industry
Spa people: Anna Teal
The CEO of Aromatherapy Associates outlines the online innovations it's using to connect with customers in exciting new ways
Spa programmes: On the menu
How are spas changing their treatments and services now they’re staring to reopen again?
Interview: Lee Woon Hoe
Banyan Tree’s executive director of wellbeing tells Spa Business magazine why now is the right time for the group to launch its new wellness concept
Ask an expert: Spa design 2030
Spa Business magazine asks leading designers and architects to give their predictions about pandemic-proof spa models
Promotion: Trendsetting
Design specialists, The Wellness, worked with in-house engineers for Jumeirah to create a state-of-the-art gym for Talise Fitness at the Jumeirah Al Naseem in Dubai
Research: Manner of speaking
ISPA’s latest study reveals consumer attitudes in the aftermath of COVID-19. Josh Corman picks out the key details
Research: New perspectives
Two surveys in the UK highlight both spa operator and spa-goer insights as facilities across the country begin to welcome guests back
Promotion: The power of touchless
Spa and wellness innovator, Sammy Gharieni, reveals how his on-trend products are perfect for delivering high-value touchless treatments
Country focus: Best of British
We take a look at the standout concepts offered in the world-class spas that have opened in the UK over the last three years
Promotion: Sustain and regenerate
Sustainable skincare brand, Comfort Zone, has radically reinvented its entire Sacred Nature line, driven by the ambition to create some of the world’s first carbon-negative products
Interview: Emma Darby
Despite closing during in lockdown, some Resense spas still hit revenue targets. Its COO tells Spa Business magazine how
Promotion: Redefining the snowroom
Italian snowroom expert, TechnoAlpin, has collaborated with groundbreaking architectural practice, Snøhetta, to create a snowroom like no other
Medi-wellness: On good termes
Italy’s Long Life clinic, which offers anti-ageing science alongside water cures, is gaining greater attention post-lockdown. Sophie Benge pays a visit
Supplier showcase: Premium Fitness
Dormy House has partnered with Matrix Fitness to create two fully-connected fitness suites to take its offering to a new and more sophisticated level @DormyHouse @MatrixFitnessUK
Promotion: Sothys
Sothys’ beauty treatment designer, Séverine Monjanel, and training director, Isabelle Villey, talk to Spa Business about the company’s new authentic ancestral Indonesian treatment
An opportunity to reimagine one of the UK’s most recognisable towers has been formally
opened by Rivington Hark, as St Johns Beacon invites operators and partners to shape its
next phase. [more...]
An Italian medical group,
resurrecting the country’s terme
culture with a preventative
health concept, has attracted
greater attention post-lockdown.
Sophie Benge pays a visit
Striking green mineral waters help treat musculoskeletal and digestive disorders
There are roughly 300 thermal and mineral spas across Italy offering such therapeutic treatments that they’re prescribed by the national health service. Yet, in spite of this, thermal cures continue to wane in a pharmaceutical-dominant culture. One medical organisation, however, has seen this as an opportunity to develop a new business model.
GVM International, which owns over 50 private hospitals, first got into holistic wellness in 1998 when buying a dilapidated Fascist-era thermal water facility and hotel in Terme di Castrocaro, just a few miles from Mussolini’s birthplace in Emilia-Romagna. It was only at the end of 2018, however, that it committed to a €30m (US$33.5m, £26.2m) refurbishment project of the former state-owned facilities with a view to also overhauling a connecting clinic to create a top-league integrated health, wellness and aesthetics centre to rival the likes of Sha, Lanserhof and Chenot – but with the added benefit of mineral water cures.
“GVM realised that the future world of health and wellbeing will be played out in prevention, high-end technology and high-performance therapies,” says Lucia Magnani, a bio-chemist who developed the new wellness concept and is now CEO of the three interconnected properties: a traditional terme, designer hotel and the new Lucia Magnani Health Clinic.
Long Life Formula Magnani’s 28-room medi wellness clinic officially launched in 2019 and industry consultants bbspa helped to bring the concept to fruition (see p81). But it’s taken her 10 years of rigorous research with a team of doctors and professors to establish its Long Life Formula, the term by which the healing philosophy here is known. It’s based on the scientific understanding of cellular ageing and oxidative stress and aims to slow the ageing process via state-of-the-art medical diagnostics and interventions, thermal water procedures, postural alignment and nutrition – plus traditional spa and aesthetic treatments.
Since fully reopening the medi wellness clinic after lockdown on 28 May, Magnani has added two new programmes to the nine pre-existing ones spanning detox, relaxation, weight loss etc. “They’re aimed at strengthening immunity and re-educating breathing activity,” she says, adding that these have attracted most enquiries in recent weeks. “Guests are more interested in prevention and acquiring the know-how around good health that they can take home and follow as a real lifestyle.”
All programmes start with a consultation with three doctors, specialists in internal medicine, thermal medicine and posture and nutrition, and are adjusted accordingly. While the minimum stay is three days, programmes extend to seven, 10 and 14 days and those on longer programmes will usually have blood and stool tests for further health analysis.
The already-personal service is even more keenly observed when it comes to new government health and safety requirements following COVID-19 such as ventilation in treatment rooms, full room cleaning between treatments, compulsory mask-wearing and hand sanitiser dispensers throughout. Sauna use is only permitted with private bookings and the clinic’s pools can be used for prearranged water treatments, but the terme itself is closed. There is also now only one point of entry for the entire site where, following a temperature recording, each guest is given a bracelet to wear throughout their stay.
While guests coming specifically for a Long Life Formula wellness stay make up only a small percentage of business, Magnani says it’s attracting greater visitor enquiries if not, yet, greater numbers post-virus.
Thermal cure “I admit I didn’t appreciate the strong healing power of mineral waters until I came here, but I predict there’ll be a revival because the benefits are excellent and match a growing attention to nature,” says Magnani who’s made the thermal cure a pillar of the Long Life Formula, thanks to insights from Marco Conti, a physical medicine, rehab and thermal doctor. All programmes include several hydrotherapy sessions and often use the ‘velvety soft’ local mud, extracted and sun-dried in the same way that it has been for the last 100 years.
Castrocaro’s salso-bromo-iodic, sulphurous waters, springing from a nearby hill, are especially effective for musculoskeletal, gynaecological and digestive disorders. They can also aid the sinuses and vocal chords, hence vapour inhalations are at the core of a unique Voice programme for professional singers which will launch this year.
The unusually green waters follow an eight-month journey from source to facility where they’re pumped into the public terme for use in pools, baths, showers and inhalations, as well as the clinic’s own underground spa in a range of pools and immersive experiences including Aqua Reborn, a transformative watsu-like treatment.
Posture and nutrition Postural alignment is another strong element included in the Long Life Formula on the understanding that it effects so many aspects of our overall wellbeing.
“Posture is the first business card of a human,” says Marco De Angelis, a doctor with a degree in sports medicine. “It’s a reflection of our lifestyle, physical strength, mood and eating habits.” He teaches guests how to walk for comfort, for balanced weight-bearing and for efficient positioning of internal organs. “It takes three days to reverse postural patterning. When it’s correct, we face our problems in a positive way,” he says.
De Angelis also advises on nutrition, drawing up bespoke meal plans which outline specific portions for each food group. He’s an advocate of five small meals a day, combining deliciously prepared dishes and snacks, each with protein, cereals, vegetables and fruit. His food philosophy aims to keep metabolism and the Glycemic Index at steady levels for optimum energy.
Exemplary architecture Unlike many European health centres, the 8-hectare Castrocaro site is an icon of art deco style and has been faithfully renovated to honour its original designer, Tito Chini, who was one of Italy’s leading proponents of mid-century style. Both the clinic and hotel are full of exemplary paintings, furniture and artefacts of the period.
In summation, Castrocaro is a new addition to the canon of Europe’s five-star health properties, with the added benefit of mineral water cures, its own wellness philosophy and splendid architecture, in a quiet, rural region of north Italy.
Facilities
Lucia Magnani Health Clinic
The 1,000sq m Lucia Magnani medi spa has 28 rooms, including medical suites and those for aesthetic treatments. Bbspa worked on the restructure of the original clinic and also created a new 11-room wellness and spa treatment area including four cabins dedicated to thermal treatments, and a pre and post experience area
Suppliers
Starpool, Lemi, Aquaform and Lucia Magnani’s own skincare range
Three-night packages start from €2,900 (US$3,222, £2,513)
Grand Hotel Castrocaro
The hotel onsite has 104 rooms with rates starting at €180 (US$200, £156). It has two restaurants and a bar
Castrocaro Terme
Thermal treatment and leisure centre with two pools. Day patient and doctor consultations typically start at €35 (US$39, £30) or form part of a state-paid prescription for rehabilitation. It’s open to both clinic and hotels guests too, but is currently closed following COVID-19
Read more from this issue of Attractions Management magazine
View contents of Attractions Management 2020 issue 3
Editor's letter: The fight ahead
There’s a huge job of work to do to build our reputation and win support in the corridors of power, says Katie Barnes
Spa people: Patrick Huey
The vice-president of spa and retail at Montage talks about his new role as ISPA chair, Black Lives Matter and how his spas are fighting back against COVID-19
Spa people: Rianna Riego
Wellness consultant Rianna Riego speaks out about racial discrimination in the global spa industry
Spa people: Anna Teal
The CEO of Aromatherapy Associates outlines the online innovations it's using to connect with customers in exciting new ways
Spa programmes: On the menu
How are spas changing their treatments and services now they’re staring to reopen again?
Interview: Lee Woon Hoe
Banyan Tree’s executive director of wellbeing tells Spa Business magazine why now is the right time for the group to launch its new wellness concept
Ask an expert: Spa design 2030
Spa Business magazine asks leading designers and architects to give their predictions about pandemic-proof spa models
Promotion: Trendsetting
Design specialists, The Wellness, worked with in-house engineers for Jumeirah to create a state-of-the-art gym for Talise Fitness at the Jumeirah Al Naseem in Dubai
Research: Manner of speaking
ISPA’s latest study reveals consumer attitudes in the aftermath of COVID-19. Josh Corman picks out the key details
Research: New perspectives
Two surveys in the UK highlight both spa operator and spa-goer insights as facilities across the country begin to welcome guests back
Promotion: The power of touchless
Spa and wellness innovator, Sammy Gharieni, reveals how his on-trend products are perfect for delivering high-value touchless treatments
Country focus: Best of British
We take a look at the standout concepts offered in the world-class spas that have opened in the UK over the last three years
Promotion: Sustain and regenerate
Sustainable skincare brand, Comfort Zone, has radically reinvented its entire Sacred Nature line, driven by the ambition to create some of the world’s first carbon-negative products
Interview: Emma Darby
Despite closing during in lockdown, some Resense spas still hit revenue targets. Its COO tells Spa Business magazine how
Promotion: Redefining the snowroom
Italian snowroom expert, TechnoAlpin, has collaborated with groundbreaking architectural practice, Snøhetta, to create a snowroom like no other
Medi-wellness: On good termes
Italy’s Long Life clinic, which offers anti-ageing science alongside water cures, is gaining greater attention post-lockdown. Sophie Benge pays a visit
Supplier showcase: Premium Fitness
Dormy House has partnered with Matrix Fitness to create two fully-connected fitness suites to take its offering to a new and more sophisticated level @DormyHouse @MatrixFitnessUK
Promotion: Sothys
Sothys’ beauty treatment designer, Séverine Monjanel, and training director, Isabelle Villey, talk to Spa Business about the company’s new authentic ancestral Indonesian treatment
A new immersive attraction designed to transport visitors into the final hours of ancient Pompeii
is preparing to open near the world-famous archaeological site in southern Italy.
Experience design company, BRC Imagination Arts, has completed a transition that sees founder
Bob Rogers pass ownership of the business to four long-serving senior executives, while
remaining actively involved with the company.
Movie Park Germany has opened a new Paramount Pictures-themed attraction as part of its 30th
anniversary celebrations, using immersive storytelling and adaptive reuse to reinforce the park’s
longstanding “Hollywood in Germany” positioning.
Therme Manchester’s 28-acre development, which will include interconnected glass pavilions
that measure 65,000sq m, will be the largest bathing and wellbeing attraction in the world once
complete, according to prof David Russell, CEO of Therme UK.
Efteling has opened Hooghmoed, a new family drop tower designed to broaden the appeal of its
recently launched Sirene Island themed area and introduce younger visitors to thrill attractions.
A proposed Puy du Fou development near Bicester and Universal Destinations and Experiences’
planned resort in Bedford are emerging as part of a wider transformation of the Oxford–
Cambridge Growth Corridor into a major centre for UK leisure and tourism inv
Shedd Aquarium has opened the Immersion Theater developed in partnership with SimEx-
Iwerks, as part of a wider strategy to enhance the guest experience and create additional
revenue opportunities.
The UK government has announced a temporary reduction in VAT on visitor attractions and
children’s meals as part of a summer cost-of-living support package designed to stimulate the
visitor economy and encourage family days out.
As designer Yinka Ilori prepares for his first solo gallery show in London, he speaks exclusively
to CLADmag about his mission to spread joy, the power of play, and his bold approach to using
colour (including the colours you won’t see in his work).
The government of Thailand is exploring plans for a THB300bn (£6.3bn, US$8.3bn)
entertainment complex in the country’s Eastern Economic Corridor (EEC), with officials
proposing a large-scale theme park and sports destination as part of a broader tourism and
economic development strategy.
An opportunity to reimagine one of the UK’s most recognisable towers has been formally
opened by Rivington Hark, as St Johns Beacon invites operators and partners to shape its
next phase. [more...]
