The Spa Industry Gets a Blue Ocean Treatment

The Spa Industry Gets a Blue Ocean Treatment

Untapped value is often hidden in complementary products and services. The key is to define the total solution buyers seek when they choose a product or service. (Blue Ocean Strategy, p. 65)

Realizing that as the ‘healing waters’ get more crowded, chances for growth and profit are reduced, spa marketers are looking to Blue Ocean Strategy to create new ways to make you relax.

A recent edition of SpaTrade points out that “it’s no longer about thinking outside the box, it’s about jumping into Blue Oceans.” What are some examples of Blue Ocean Spa Concepts?

Male Grooming Lounges
Limited Service Spas
Social, Event-Oriented Spas
Similar to the spa industry, we’ve already seen how Blue Ocean Strategy can positively impact other healthy living related industries such as fitness. For example, New Zealand-based Les Mills has rearranged the factors of competition by incorporating entertainment into the fitness program. Similarly, well-known Blue Ocean Strategy example Curves created its blue ocean by simplifying its approach to fitness and its clear focus on female customers.

What other examples of Blue Ocean Strategy do you see in across health- and lifestyle-related industries? Share your story with us.