The spa offers a number of wellbeing suites plus stylish changing rooms fitted out by Crown Sports Lockers / Photos: Crown Sports Lockers
The Spa at Breedon Priory has been a work in progress since 2017, after the Blunt family acquired land in the village of Wilson in the UK.
The facility’s newly-completed spa, which has been fitted out with changing areas by specialists, Crown Sports Lockers, creates an alluring leisure destination with a broad blend of wet and dry facilities that are already attracting attention, as the UK rises out of COVID restrictions.
The Blunt family’s journey began nine years ago, when they bought a health club located on Breedon Priory Golf course. They subsequently extended and refurbished the facilities and renamed it Breedon Priory Health Club.
Owner Graham Blunt says: “When our daughter became a manager at the facility, we were offered the chance to purchase the building and a small parcel of land by the original owner and our family decided it offered a good business prospect to create a members-only health club. We started by completely refurbishing the building and replacing the fitness equipment with state-of-the-art Technogym lines. Over a short period of time, the 250 to 300 membership base increased to about 1,000 members, who were also attracted by the 14m indoor pool and spa facilities, our fitness training programmes and extensive range of classes.”
Extended facilities When the owner of the golf course decided to decommission it, Blunt says the family were given first refusal to purchase the clubhouse. “We felt this offered another great opportunity to enhance the health club, and on the back of the health club’s buoyant business we proceeded with the clubhouse purchase in 2017, with the purchase also including the 24-acre golf course.”
This purchase encouraged the family to investigate other leisure opportunities on the site, says Blunt. “We decided a day spa would be a good fit, and from our research, the sector was growing by around 8 per cent annually. Initially, we discussed converting the old clubhouse. However, it had been extended a couple of times over the years, and had floor levels at different heights. After six months of working with an architect, we decided to demolish the existing building and design and build a new spa.”
That was nearly five years ago. The resulting new build is 96 per cent energy efficient and is insulated to the highest specification.
Blunt says: “The building and the two outdoor infinity pools are heated by an air source heat pump, working alongside LPG gas boilers. To add to our environmental credentials, we also decided to sink our own borehole, which results in significant savings against the cost of using mains water and adds to the eco-friendliness of the building.
“The spa offers a wide scope of provision; the wellbeing suite includes four thermal cabins which overlook the landscaped spa garden and include a herbal steam bath, Himalayan salt and herbal saunas, aroma steamroom, three experience showers and an ice fountain that delivers Finnish-style cold therapy.
Hitting booking targets “The jewels in our crown are the outdoor infinity-edge, relaxation and vitality pools,” Blunt says. “The vitality pool has a range of underwater hydro-massage jets and three water cannon, while the relaxation pool is a far more relaxed design, to allow guests to enjoy the views over the surrounding countryside. Meanwhile, the outdoor terrace and tranquillity garden offer covered seating areas, as well as two fire pits, water features and a first-floor slumber lounge with relaxation beds.”
After opening in October 2021, the site is already hitting projected spa day bookings, with indications that the family’s decision to invest in the sector was the right one. “Response has been really good and we’re hoping as COVID measures ease, more people will seek experiences that benefit their health and wellbeing,” says Blunt.
Changing room design
A significant part of the Breedon Priory project was the design of new changing and treatment rooms and Blunt says it was very important they found the right partner company to work with.
“We researched extensively, visiting 15 sites, including Dormy House on the Farncombe Estate in the Cotswolds,” he says. “This is a superb venue and includes changing rooms that had been fitted by Crown Sports Lockers.
“We discussed our project with the company and felt they ticked all the boxes. We had a sole point of contact in Sam Palmer, who was very easy to work with and also provided useful advice on many aspects of the design.
P“Crown Sports Lockers was extremely professional throughout and its install team was exceptional – quick and quietly professional. I would recommend the company to anyone.”
Crown Sports Lockers’ director Sam Palmer adds: “We’re proud to unveil one of our most memorable jobs, with stylish shaker-style locker doors featured in the changing areas.”
Read more from this issue of Attractions Management magazine
View contents of Attractions Management 2022 issue 2
Editor's letter: The wellness metaverse
We’re being handed a powerful new tool that will become a channel for creativity and innovation – pioneering wellness operators are already getting to grips with its exciting potential
Spa People: Michael Stusser
The wellness pioneer explains how he created an authentic Japanese bathing experience in the heart of the California hills
Spa People: Scot Toon
The Asia MD of The Pavilions Hotels & Resorts unveils the company's latest island development plans
Project preview: Off-grid
Svart Six Senses is set to open in Norway in 2024, and redefine the meaning of sustainable wellness tourism and regenerative travel
Sponsored: Myrtha Wellness: watertight expertise
Myrtha has transformed the world of aquatics over the last 60 years. Now it’s bringing its ingenuity-driven expertise to the international wellness industry
Interview: Rainer Usselmann
Tech business Happy Finish is bringing metaverse-based experiences to the wellness sector, working with Wund
Everyone's talking about: Menopause
From taboo to hot topic – how can spas offer treatments and a safe space for women to explore this often challenging phase of life?
Research: Bounceback
PwC says the US spa market was worth US$1bn in 2021 and growing well, according to data from ISPA's latest industry-wide study
First person: An icon reborn
Fairmont unveils the stunning renovation of its iconic Century Plaza hotel in LA, and Rianna Riego checks out the new spa
Q&A: Magdaleena Nikolov
The GM of spa, wellness and retail at Fairmont
Century Plaza talks to Jane Kitchen
Q&A: Mia Kyricos
The wellness leader talks about the creation of her new trademarked framework for the development and delivery of wellness interventions
Sponsored: Art of Cryo: raising the bar
Art of Cryo is complementing its high
performance cryotherapy range with advanced
new technology to enhance treatment benefits
Mystery Shopper: The Londoner
Our reviewer travels undercover to check out the spa offering at The Londoner – one of the most high profile openings in the capital in recent times
The spa offers a number of wellbeing suites plus stylish changing rooms fitted out by Crown Sports Lockers / Photos: Crown Sports Lockers
The Spa at Breedon Priory has been a work in progress since 2017, after the Blunt family acquired land in the village of Wilson in the UK.
The facility’s newly-completed spa, which has been fitted out with changing areas by specialists, Crown Sports Lockers, creates an alluring leisure destination with a broad blend of wet and dry facilities that are already attracting attention, as the UK rises out of COVID restrictions.
The Blunt family’s journey began nine years ago, when they bought a health club located on Breedon Priory Golf course. They subsequently extended and refurbished the facilities and renamed it Breedon Priory Health Club.
Owner Graham Blunt says: “When our daughter became a manager at the facility, we were offered the chance to purchase the building and a small parcel of land by the original owner and our family decided it offered a good business prospect to create a members-only health club. We started by completely refurbishing the building and replacing the fitness equipment with state-of-the-art Technogym lines. Over a short period of time, the 250 to 300 membership base increased to about 1,000 members, who were also attracted by the 14m indoor pool and spa facilities, our fitness training programmes and extensive range of classes.”
Extended facilities When the owner of the golf course decided to decommission it, Blunt says the family were given first refusal to purchase the clubhouse. “We felt this offered another great opportunity to enhance the health club, and on the back of the health club’s buoyant business we proceeded with the clubhouse purchase in 2017, with the purchase also including the 24-acre golf course.”
This purchase encouraged the family to investigate other leisure opportunities on the site, says Blunt. “We decided a day spa would be a good fit, and from our research, the sector was growing by around 8 per cent annually. Initially, we discussed converting the old clubhouse. However, it had been extended a couple of times over the years, and had floor levels at different heights. After six months of working with an architect, we decided to demolish the existing building and design and build a new spa.”
That was nearly five years ago. The resulting new build is 96 per cent energy efficient and is insulated to the highest specification.
Blunt says: “The building and the two outdoor infinity pools are heated by an air source heat pump, working alongside LPG gas boilers. To add to our environmental credentials, we also decided to sink our own borehole, which results in significant savings against the cost of using mains water and adds to the eco-friendliness of the building.
“The spa offers a wide scope of provision; the wellbeing suite includes four thermal cabins which overlook the landscaped spa garden and include a herbal steam bath, Himalayan salt and herbal saunas, aroma steamroom, three experience showers and an ice fountain that delivers Finnish-style cold therapy.
Hitting booking targets “The jewels in our crown are the outdoor infinity-edge, relaxation and vitality pools,” Blunt says. “The vitality pool has a range of underwater hydro-massage jets and three water cannon, while the relaxation pool is a far more relaxed design, to allow guests to enjoy the views over the surrounding countryside. Meanwhile, the outdoor terrace and tranquillity garden offer covered seating areas, as well as two fire pits, water features and a first-floor slumber lounge with relaxation beds.”
After opening in October 2021, the site is already hitting projected spa day bookings, with indications that the family’s decision to invest in the sector was the right one. “Response has been really good and we’re hoping as COVID measures ease, more people will seek experiences that benefit their health and wellbeing,” says Blunt.
Changing room design
A significant part of the Breedon Priory project was the design of new changing and treatment rooms and Blunt says it was very important they found the right partner company to work with.
“We researched extensively, visiting 15 sites, including Dormy House on the Farncombe Estate in the Cotswolds,” he says. “This is a superb venue and includes changing rooms that had been fitted by Crown Sports Lockers.
“We discussed our project with the company and felt they ticked all the boxes. We had a sole point of contact in Sam Palmer, who was very easy to work with and also provided useful advice on many aspects of the design.
P“Crown Sports Lockers was extremely professional throughout and its install team was exceptional – quick and quietly professional. I would recommend the company to anyone.”
Crown Sports Lockers’ director Sam Palmer adds: “We’re proud to unveil one of our most memorable jobs, with stylish shaker-style locker doors featured in the changing areas.”
Read more from this issue of Attractions Management magazine
View contents of Attractions Management 2022 issue 2
Editor's letter: The wellness metaverse
We’re being handed a powerful new tool that will become a channel for creativity and innovation – pioneering wellness operators are already getting to grips with its exciting potential
Spa People: Michael Stusser
The wellness pioneer explains how he created an authentic Japanese bathing experience in the heart of the California hills
Spa People: Scot Toon
The Asia MD of The Pavilions Hotels & Resorts unveils the company's latest island development plans
Project preview: Off-grid
Svart Six Senses is set to open in Norway in 2024, and redefine the meaning of sustainable wellness tourism and regenerative travel
Sponsored: Myrtha Wellness: watertight expertise
Myrtha has transformed the world of aquatics over the last 60 years. Now it’s bringing its ingenuity-driven expertise to the international wellness industry
Interview: Rainer Usselmann
Tech business Happy Finish is bringing metaverse-based experiences to the wellness sector, working with Wund
Everyone's talking about: Menopause
From taboo to hot topic – how can spas offer treatments and a safe space for women to explore this often challenging phase of life?
Research: Bounceback
PwC says the US spa market was worth US$1bn in 2021 and growing well, according to data from ISPA's latest industry-wide study
First person: An icon reborn
Fairmont unveils the stunning renovation of its iconic Century Plaza hotel in LA, and Rianna Riego checks out the new spa
Q&A: Magdaleena Nikolov
The GM of spa, wellness and retail at Fairmont
Century Plaza talks to Jane Kitchen
Q&A: Mia Kyricos
The wellness leader talks about the creation of her new trademarked framework for the development and delivery of wellness interventions
Sponsored: Art of Cryo: raising the bar
Art of Cryo is complementing its high
performance cryotherapy range with advanced
new technology to enhance treatment benefits
Mystery Shopper: The Londoner
Our reviewer travels undercover to check out the spa offering at The Londoner – one of the most high profile openings in the capital in recent times
Abu Dhabi-based investment firm Mubadala Capital has made a binding, fully financed
€1 billion
offer to acquire Pierre and Vacances SA, the European holiday resort operator behind the
continental European Center Parcs business.
Disney has reaffirmed its commitment to investing US$30 billion in its US parks and cruise
business by 2033, using new America250 celebrations to underline the role its attractions play
in supporting jobs, tourism and economic growth.
Expo 2030 Riyadh is being planned as a permanent visitor destination, with organisers
confirming the six-million-square-metre site will become a Global Village after the event closes.
The owner of one of Australia's best-known waterparks has acquired a major competitor,
creating a new attractions business spanning two of the country's largest visitor destinations.
The Toverland theme park in the Netherlands has announced a €98m expansion programme
that will add a resort, new attractions and staff facilities as it pursues plans to become a multi-
day destination.
Hotel de France, located on the British Isle of Jersey, has created a wellness retreat package
that includes a hot yoga session that will take place in Jersey Zoo’s butterfly sanctuary.
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.
