The spa offers a circuit of hot and cold experiences to recharge and heal / Niche Wellness
People across the world are looking for ways to improve their mental and physical health and boost their morale and immunity. Suzanne Corcoran, founder of US-based Niche Wellness says the new Scandinative thermal spa concept will offer guests a place to start this healing process.
Corcoran brings her real estate, hospitality and marketing background to her role, leading a team that includes Julia Sutton, COO and founder of Exhale, and Enrique Martinez-Lopez the former general manager of Aire Ancient Baths in Barcelona. Together they’re working towards the launch of the first Scandinative which will open in Alexandria, Washington DC in 2023, with other urban and resort US locations in wellness-conscious cities, such as Boston and Denver, also in the pipeline.
The adult-only, Nordic spa-themed wellness facilities will feature a range of bathing experiences, including salt pools, hot pools, steam and salt saunas, cold plunge and relaxation areas. Entry prices will start at US$110 (€97, £81) for a standard thermal experience, and US$155 (€137, £114) for a two- to three-hour experience, with a choice of massages.
The Scandinative concept “The team’s mission is to offer guests an affordable, transformative thermal wellness experience to help them pause and centre themselves,” says Corcoran. “Wellness was becoming a priority before the pandemic, but now, more than ever, people are interested in prevention and taking measures to improve their health.
“The Scandinative spa experience, based on the Nordic spa model, offers an invigorating circuit that combines hot, cold and relaxation healing techniques to aid recreation and recovery for mind and body,” she says.
According to the team’s research, thermal spas are few and far between in North America, when compared to Europe. Their popularity is increasing, particularly in Canada, where Corcoran says more than 52 Nordic-type spas have been operating successfully for some years. She became a fan of the model after her first experience in Quebec City, in 2017, and has been a regular visitor ever since. “There’s nothing like the Scandinative Nordic spa model in the US, in terms of the size and scope we’re planning,” she explains. “The only similar model is the ‘Roman, Greek and Ottoman’ bathing experience offered by Spanish operator, Aire Ancient Bath, at its US locations.”
Aire currently operates eight spas in the US, including New York and Chicago, as well as having spas in London, Copenhagen, Barcelona, Seville, Almeria and Vallromanes – with a new premises expected to open in Toronto this year.
Feasibility studies The Scandinative team’s plan is to extend the thermal spa concept into other US cities. “Scandinative offers a simple, clean and elegant way to relax alone or with friends, making it a winning concept that could be replicated throughout the US,” says Corcoran.
The location for the first property, in Old Town Alexandria, was chosen by the team because research findings, highlighted in the ACSM Fitness Index and Mindbody Wellness Index, indicate that Washington DC is one of the healthiest cities in the US.
With a population of 6.3 million, it’s an affluent city and has an educated population, meaning a raised awareness of the importance of prevention and more spending capacity for wellness experiences.
The project is being financed privately with an estimated budget of US$7.9m (€7m, £5.8m). The architect is Bryan Dunkelberger from S3 Design - with previous recreation and wellbeing projects that include spa facilities in Massachusettes, Rhode Island and Florida.
The Scandinative feasibility study was carried out by management consultant Lynn Curry, and Corcoran says the team’s detailed knowledge of the thermal spa business has been a real asset throughout. “Based on the success of our competitors, our economic calculations show an expected profit after six months and strong returns thereafter,” she says. “We expect daily guest projections to reach approximately 97 guests in year one, rising to 135 by year five.
“We also expect to attract adults of all ages and demographics, including Millennials, Baby Boomers and Gen Xers, because the thermal spa experience offers an invigorating ‘wellbeing’ feeling and can be repeated on a regular basis for long-lasting preventive health benefits. It will also be attractive to existing spa enthusiasts who recognise that thermal spas offer a regular, affordable wellness health kick.”
Perfect timing So has the pandemic made it hard to keep the first Scandinative on track? Corcoran says it has actually helped the planning process. “Firstly, the lockdowns helped us negotiate a better financial deal for the building [a former church school] and secondly, every detail of the experience was reconsidered with COVID in mind. For example, we’ve added a stone handwashing basin at the entrance to the spa which introduces the beginning of a touchless experience throughout most areas, while all surfaces, floors, walls and seating have anti-bacterial surfaces. Corcoran says the pool environments are being planned with the highest ventilation rate of any interior space, and that airborne moisture will be constantly extracted through HVAC systems with filters that remove viral particles.
With such measures in place, Corcoran is confident about the future: “Scandinative is ideally positioned to provide services that 70 per cent of the US integrative health market are ready to try – especially now wellness is such a preoccupation for so many people.”
Bathing experience
Scandinative facilities include:
• Two cold-plunge Frigidarium pools
• Salt floatation pool
• Vitality pool
• Caldarium (hot pool)
• Hot and cold showers
• Sauna
• Steamroom
• Snowroom
• 12 massage rooms
• Two ‘speciality’ treatment rooms
• Locker areas
• Wet and dry grooming areas
• Relaxation areas for mixed-use
The Scandinative circuit
1. Cleansing
The circuit begins with a cleansing shower
2. Relaxation
Salt-water floatation and waterfalls help release pressure on the neck and shoulders
3. Heat
High-heat pool, sauna or steamroom
4. Cold
Cold-water plunge or cold experiential shower
5. Relaxation
The circuit ends with restorative time in the relaxation areas
Suzanne Corcoran – founder and CEO, Scandinative
Read more from this issue of Attractions Management magazine
View contents of Attractions Management 2022 issue 1
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The spa offers a circuit of hot and cold experiences to recharge and heal / Niche Wellness
People across the world are looking for ways to improve their mental and physical health and boost their morale and immunity. Suzanne Corcoran, founder of US-based Niche Wellness says the new Scandinative thermal spa concept will offer guests a place to start this healing process.
Corcoran brings her real estate, hospitality and marketing background to her role, leading a team that includes Julia Sutton, COO and founder of Exhale, and Enrique Martinez-Lopez the former general manager of Aire Ancient Baths in Barcelona. Together they’re working towards the launch of the first Scandinative which will open in Alexandria, Washington DC in 2023, with other urban and resort US locations in wellness-conscious cities, such as Boston and Denver, also in the pipeline.
The adult-only, Nordic spa-themed wellness facilities will feature a range of bathing experiences, including salt pools, hot pools, steam and salt saunas, cold plunge and relaxation areas. Entry prices will start at US$110 (€97, £81) for a standard thermal experience, and US$155 (€137, £114) for a two- to three-hour experience, with a choice of massages.
The Scandinative concept “The team’s mission is to offer guests an affordable, transformative thermal wellness experience to help them pause and centre themselves,” says Corcoran. “Wellness was becoming a priority before the pandemic, but now, more than ever, people are interested in prevention and taking measures to improve their health.
“The Scandinative spa experience, based on the Nordic spa model, offers an invigorating circuit that combines hot, cold and relaxation healing techniques to aid recreation and recovery for mind and body,” she says.
According to the team’s research, thermal spas are few and far between in North America, when compared to Europe. Their popularity is increasing, particularly in Canada, where Corcoran says more than 52 Nordic-type spas have been operating successfully for some years. She became a fan of the model after her first experience in Quebec City, in 2017, and has been a regular visitor ever since. “There’s nothing like the Scandinative Nordic spa model in the US, in terms of the size and scope we’re planning,” she explains. “The only similar model is the ‘Roman, Greek and Ottoman’ bathing experience offered by Spanish operator, Aire Ancient Bath, at its US locations.”
Aire currently operates eight spas in the US, including New York and Chicago, as well as having spas in London, Copenhagen, Barcelona, Seville, Almeria and Vallromanes – with a new premises expected to open in Toronto this year.
Feasibility studies The Scandinative team’s plan is to extend the thermal spa concept into other US cities. “Scandinative offers a simple, clean and elegant way to relax alone or with friends, making it a winning concept that could be replicated throughout the US,” says Corcoran.
The location for the first property, in Old Town Alexandria, was chosen by the team because research findings, highlighted in the ACSM Fitness Index and Mindbody Wellness Index, indicate that Washington DC is one of the healthiest cities in the US.
With a population of 6.3 million, it’s an affluent city and has an educated population, meaning a raised awareness of the importance of prevention and more spending capacity for wellness experiences.
The project is being financed privately with an estimated budget of US$7.9m (€7m, £5.8m). The architect is Bryan Dunkelberger from S3 Design - with previous recreation and wellbeing projects that include spa facilities in Massachusettes, Rhode Island and Florida.
The Scandinative feasibility study was carried out by management consultant Lynn Curry, and Corcoran says the team’s detailed knowledge of the thermal spa business has been a real asset throughout. “Based on the success of our competitors, our economic calculations show an expected profit after six months and strong returns thereafter,” she says. “We expect daily guest projections to reach approximately 97 guests in year one, rising to 135 by year five.
“We also expect to attract adults of all ages and demographics, including Millennials, Baby Boomers and Gen Xers, because the thermal spa experience offers an invigorating ‘wellbeing’ feeling and can be repeated on a regular basis for long-lasting preventive health benefits. It will also be attractive to existing spa enthusiasts who recognise that thermal spas offer a regular, affordable wellness health kick.”
Perfect timing So has the pandemic made it hard to keep the first Scandinative on track? Corcoran says it has actually helped the planning process. “Firstly, the lockdowns helped us negotiate a better financial deal for the building [a former church school] and secondly, every detail of the experience was reconsidered with COVID in mind. For example, we’ve added a stone handwashing basin at the entrance to the spa which introduces the beginning of a touchless experience throughout most areas, while all surfaces, floors, walls and seating have anti-bacterial surfaces. Corcoran says the pool environments are being planned with the highest ventilation rate of any interior space, and that airborne moisture will be constantly extracted through HVAC systems with filters that remove viral particles.
With such measures in place, Corcoran is confident about the future: “Scandinative is ideally positioned to provide services that 70 per cent of the US integrative health market are ready to try – especially now wellness is such a preoccupation for so many people.”
Bathing experience
Scandinative facilities include:
• Two cold-plunge Frigidarium pools
• Salt floatation pool
• Vitality pool
• Caldarium (hot pool)
• Hot and cold showers
• Sauna
• Steamroom
• Snowroom
• 12 massage rooms
• Two ‘speciality’ treatment rooms
• Locker areas
• Wet and dry grooming areas
• Relaxation areas for mixed-use
The Scandinative circuit
1. Cleansing
The circuit begins with a cleansing shower
2. Relaxation
Salt-water floatation and waterfalls help release pressure on the neck and shoulders
3. Heat
High-heat pool, sauna or steamroom
4. Cold
Cold-water plunge or cold experiential shower
5. Relaxation
The circuit ends with restorative time in the relaxation areas
Suzanne Corcoran – founder and CEO, Scandinative
Read more from this issue of Attractions Management magazine
View contents of Attractions Management 2022 issue 1
"When you know you're doing things right, you have power" – Deborah Szekely talks to Spa Business
Spa People: Zoe Wall
Zoe Wall talks about driving the global spa and wellness agenda at Kerzner
New opening: Healing oasis
Zoya, a new integrative health and wellbeing retreat, is opening in the Middle East, as Megan Whitby reports
Interview: Deborah Szekely
As the 'godmother of spa' approaches her 100th birthday, Jan Kitchen travelled to Rancho La Puerta to find out more about her extraordinary life
First Person: Siempre Mejor!
After 82 years, Rancho La Puerta is
still beloved among guests around
the world, who return year after
year for a dose of holistic wellbeing.
Jane Kitchen spent a week at the
Mexican resort to discover how the
spirit of ‘Siempre mejor!’ or ‘Always
better!’ lives on in the 21st century
Sponsored: Phytomer: Celebrating the sea
The story surrounding Phytomer is one of a unique wellness vision, a loyal family, remarkable marine science and pioneering skincare. We talk to deputy general manager Mathilde Gédouin-Lagarde as the company celebrates its 50th anniversary
GWS: Boston strong
If you missed the GWS – or even if you were there – Jane Kitchen's detailed report will give you endless useful actionable insights
Promotion: Yon-ka: Plant power
Benefiting from its founders’ passion for plants, Yon-Ka’s new brand identity reflects its past and its continued research into the healing power of plants which enables the company to craft innovative formulas that deliver results
First person: Paradise at Preidlhof
Lisa Starr travelled to Italy to interview Patrizia Bortolin for Spa Business and experience all that Preidlhof has to offer
Q&A: Patrizia Bortolin
Lisa Starr talks to the award winning visionary
who’s injecting new vigour into Preidlhof
Promotion: Reconnect with ISPA
After a two-year absence, ISPA’s annual Conference offers its
members an opportunity to reconnect and to learn more about
the available tools that can help them recharge their businesses
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Chiva-Som has opened a major new property in Qatar, with treatments focused on Traditional Arabic and Islamic Medicine. We talk to the GM
Research: Human nature
Anne Dimon reports on the latest research insights from the Wellness Tourism Association
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The first aufguss sauna experience in the US has opened in Las Vegas, as Cassandra Cavanah reports
Software: Getting (Hyper) personal
Software that drives generational marketing can create hyper-personalised offerings, as Karen Maxwell discovers
Supplier showcase: Art of Cryo: Best of both worlds
Art of Cryo is blending its high-performance cryotherapy
solutions with intermittent vacuum therapy to offer a
complete and effective whole-body wellness experience
Promotion: Comfort Zone
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