Despite the range of pre-natal treatments available, spas have been slow to cater for women in their ‘fourth trimester’. Traditionally, new mums have lacked time and money to spa, and find it hard to leave their babies for what can be perceived as an indulgence. Baby care is also an issue for spas – babies don’t square easily with most spas’ brand image. However, today’s mums are more financially independent and independent-minded than ever before, forcing the industry to look for ways to embrace this market and their newborns.

TODAY’S MOTHERS
According to The New Demographics of Motherhood report, one in seven babies in the US is born to a mother who is 35+. These women are increasingly well-educated and highly paid – 2009 Bureau of Labor Statistics show that almost 40 per cent of working wives in the US now out-earn their husbands and the Synovate Women’s Financial Independence global survey showed that 58 per cent of women across 12 diverse countries now believe themselves to be financially independent. Not only does this make a practical difference, it marks a cultural shift as women choose not to be defined by motherhood.

But there’s an added dimension. Today’s mothers are unlikely to receive medical care post-natally and more likely to suffer from post-natal depression. Mintel research shows that 82 per cent of UK mums return to work after having children, while The Changing Face of Motherhood Survey found that 64 per cent of UK mums say they lack ‘me time’. Worldwide traditions of post-natal wellness have not translated to modern western medicine. As Faridah Ahmad Fadzil, managing director of Tanamera Spa – a chain of ladies-only spas in Malaysia (see p46) – explains: “Imagine this: after being seen for months by doctors, you’re told to go home after birth and come back in six weeks. There’s a general lack of attention given to this sector and spas should create specialised programmes for new mothers and give them the support system they desperately need.”

WHAT MOTHERS WANT
All these factors provide fertile territory, but along with better qualifications, jobs and salaries come higher expectations. “I set up Cupcake Mum after seeing so many friends with lovely lives taking part in baby classes on dirty church hall floors,” says Karen Hastings, founder of the two family-focused Cupcake clubs and spas in London (see p46). New mothers expect quality without compromise, as indicated by the growth in luxury spas catering for them – including Cupcake’s own award-winning facilities and other resorts such as Schloss Elmau, Bavaria.

But welcoming mums without adjusting a spa menu isn’t enough. New mothers have specific physical requirements and carefully tailored programmes are needed. “Part of the reason we launched a New Mother programme was to educate mothers – to stop them from booking a treatment that might not be suitable for their situation,” explains Fabrizio Castellani, spa manager at Lefay Resort & Spa (see p44) near Lake Garda, Italy, which has packaged a range of ‘safe’ treatments for new mums, all making use of natural products that are suitable when breastfeeding. Flexibility is also vital and Lefay’s method is to provide a bespoke programme of treatments based on in-depth energy interviews with a spa doctor.

A handful of other European spas offer programmes combining specific and generic treatments too including Italy’s Lake Iseo which has a Remise-En-Forme package featuring anti-cellulite, abdominal and tonifying sessions. In La Baule, France, the thalassotherapy centre based in the Hotel Royal-Thalasso Barrière (see sb07/1 p62) has a programme which includes perineum muscle physiotherapy and vein treatments alongside more traditional spa therapies.

A key additional factor is that mothers, despite being out of the workplace, are still very busy. Independent mindbodysoul’s mummy and baby spa (in partnership with Aveda) in London has responded to this challenge by introducing short treatments for mums, some using two therapists for speed. Indeed, mums are so busy that it’s argued that pure indulgence in itself is a key health requirement for this market. The Changing Face of Motherhood Survey states that “mothers actually need at least four times more ‘me’ time than they currently get every day in order to feel happier and more fulfilled.” In these circumstances, some spa experts argue that a mother is better off leaving her baby at home.

However, some mothers are not just unable – but unwilling – to leave their newborn. Paula Gallardo, founder of Mamaheaven yoga retreats, with five locations in the UK, says: “We found that although they were often encouraged to do so by family and society, they didn’t want to leave their babies for long periods of time.” Proving the tangible benefit of a treatment is one way of persuading a mother to do so. The alternative is to provide high-quality childcare or involving the baby in the experience.

WELCOMING MUM – AND BABY
Babies are certainly welcome at some of the new niche day spas opening in response to this demand such as Itsy Bitsy Baby Spa, North Carolina and Belly Up Spa, Colorado. Independent mindbodysoul even offers mums a travel cot in the treatment room. Spas catering to broader markets and nervous about impacting on other clients might consider creating designated mother and baby areas within the spa such the Mother/Baby Institute at Thermes de Spa, Belgium; or making clever use of off-peak periods like Le Petit Spa, Vancouver which has created Mom and Baby Wednesdays.

Some providers, especially in Europe, do not see a contradiction. Lefay Resort & Spa welcomes babies and children to use its spa pools and even provides spa robes for kids. French spas in particular – including Thermes Marins de Saint-Malo, Relais Thalasso Ile de Ré and Royal-Thalasso Barrière – offer mother and baby programmes with tailored hydrotherapy treatments, swimming lessons and massage sessions for the youngest possible clients. These aren’t trivial extras. Mums are happier in the knowledge that both she and the baby are getting something from the experience. “Baby massage releases oxytosin, helping the baby to relax, sleep and feed better and it can also help a mum struggling with post-natal depression,” explains Gayle Berry of the Blossom and Berry baby-massage training company in the UK. Indeed, involving a baby not only benefits both mum and baby, it can also benefit a spa. It can be used to redefine your business, open your door to a generation of new customers, and reinvigorate your brand with life, vibrancy and optimism.

Every mum, baby and spa is different and latching on to this market offers unique challenges: there is a need for intimacy and sensitivity, a bespoke approach, attention to detail and flexibility. But it also provides an opportunity to nurture the future and grow a new generation of customers.