Virgin Active has entered the Italian spa market by launching its first day spa in Milan.
Virgin Active Day Spa is situated within an existing Virgin Active health club but is also open to non-members.
Based on five elements of the Feng Shui, the 250sq m (2,690sq ft) spa will have a treatment room to mirror each element – wood, fire, earth, metal and water.
Other amenities include two saunas, steamroom, a hammam, a hydro massage room and a relaxation room, with separate areas themed according to the five elements.
The opening is part of Virgin’s strategy to include a spa, available to both members and non-members, in each of the company’s Italian health clubs.
The company has since installed a smaller scale day spa at its Turin club and will open the third Virgin Active Day Spa in Rome on 17 March.
Cathy Desaunois, brand marketing manager for Virgin Active Italia, said: “The Turin and Rome spas will be smaller in size to the Milan facility, but we will open a large-scale day spa in Florence later this year.
“We are looking to transform the Italian spa market, which is currently dominated by operators who charge customers amounts unaffordable for many people. We intend to offer an experience in luxury which is higher in quality and easier on the purse.”
Virgin has also created its own line of products to follow the five elements theme.
Treatments at the Milan spa include a ginger reducing “wood” treatment, a magic honey “fire” salt scrub, an “earth” facial, a “metal” detoxing facial and a holistic “water” massage.
Virgin Active operates five health clubs in Italy and has announced it will invest E120m to meet a target of having 12 clubs in the country by 2007.
