Concept

Core Message

The Woodhouse exists to offer an escape to allow imaginations to flourish, creativity to flow and dreams to re-awaken…A gathering place to stimulate the soul, educate the mind, and send people on their way feeling like they have reclaimed a piece of themselves. Maybe then, our guests will take that back to their families, neighbors and even strangers and pass The Woodhouse Experience on.

The Woodhouse has developed a unique approach to its business model, called the “99 Elements of The Woodhouse Experience.” This model provides a truly unique experience to guests, which differentiates The Woodhouse from competition in each market. This experience includes 99 unique brand standards that are delivered to each guest every time they visit a Woodhouse. The elements include standards such as the Millennium scent diffused at each location, the tea service offered, and the unique treatment protocols, which are designed specifically by The Woodhouse Team. The services and products each make up only one of the 99 elements. The Woodhouse believes that it sells an experience, and this transformational experience has been the key to their success in each market. The Woodhouse fully intends to establish itself as the choice for spa services in the United States.

The Woodhouse Day Spas offer over 70 holistic spa experiences, along with Rituals by The Woodhouse, a wild-crafted and organic skin and body care. Highly exclusive retail products, including skin care, bath and body products, aromatherapy products and home essentials are also sold in the spas. The Woodhouse also sells gift cards that can be used at any Woodhouse location, and are available for sale online as “printable” gift cards. The footprint of each spa is 4,500 to 7,000 square feet, and primarily located in lifestyle centers in mid-size and large markets. Each spa employs, on average, 20 team members consisting of a Hospitality Team, Registered or Licenses Massage Therapists, Estheticians, Nail Technicians, and Housekeeping Specialists.

Brand Image

Branding is the core idea of a company. It is used to represent trust, loyalty, and belief in their product or service. Branding also builds attention and understanding to their business. Creating a memorable brand can add value and acceptance to a company so that it stands out in our competitive marketplace. Fact: Out of our five senses, people use sight more than any other sense for information.

The Woodhouse is a distinctive spa that is committed to offering an experience, not just a service. The complete concept – from the distinctive appearance to the unique Menu of Services – sets The Woodhouse apart from the competition. Consistently expressing The Woodhouse visual identity builds a strong brand awareness allowing The Woodhouse to become the leading spa brand in America.

The purpose of The Woodhouse spa design is to create an environment using the elements of feng shui to enhance all five senses, taking the guest on a journey away from their everyday lives.

Words guests use to describe The Woodhouse include: Cocooning, elegant, warm, inviting, rich, old-world charm, elegant.

Culture

The Woodhouse Family is passionate about changing the world one guest at a time. The Woodhouse attributes its success as the leading day spa brand to its people. The Woodhouse Team and Franchise Partners are passionate leaders with a culture that is based on an entrepreneurial spirit that inspires creativity. The Woodhouse believes that only through open, honest communication can a company thrive.

“Never doubt that a small group of thoughtful, committed people can change the world. Indeed it is the only thing that ever has.” – Margaret Mead

Spa Industry

According to the International SPA Association (ISPA), the spa industry is expanding at a healthy, steady pace. Just eight years ago, there were an estimated 4,100 spas in the United States. The previous exponential growth allowed a spot for anyone who wanted to add “spa” to their sign. However, today’s consumers are savvy about the spa experience and they won’t accept anything that is not a true spa experience.

• 57 million US adults have been to a spa in their lifetime
• 32.2 million US and 3.7 million Canadian spa goers have been to a spa within the past 12 months
• Slightly more than 1/10 of spa goers treat spa going as part of a larger health and wellness lifestyle rather than an indulgent habit
• Slightly more than 1/3 of spa goers treat spa experience as escapes and indulgent exercises
• The majority of spa goers treat spa experience as a mix of interests that vary from indulgence to healing work.
• 15% of US and 26% of Canadian spa goers started visiting spas within the past year

• 47% relieve stress
• 46% reduce stress
• 38% soothe sore joints/muscles
• 31% feel better about themselves
• 28% mental and emotional health
• 22% improve their appearance
• 19% overall wellness

• 31% of all US spas goers are men
• Between 35 and 54 years old
• Married
• College Graduate
• Earns between $75,000 and $149,000
• Has been visiting spas for 3-8 years
• Has visited a day spa 2 to 3 times in the past 12 months
• Most common treatment in the past 12 months: Full body massage

• Between 25 and 54 years old
• Married
• College graduate
• Earns between $50,000 and $150,000
• Has been visiting spas for 3-5 years
• Has visited a day spa 2 to 3 times in the past 12 months
• Most common treatment in the past 12 months: Full body massage

• 84% (27.1 million) Full body massage
• 48% (15.5 million) Manicure and/or pedicure
• 46% (14.8 million) Facial
• 21 % (6.8 million) Movement classes
• 20% (6.4 million) Body scrub or wrap
• 12% (3.9 million) Hydrotherapy

• 77% (24.8 million) Day spa
• 64% (20.6 million) Resort/Hotel spa
• 21% (6.8 million) Cruise ship spa
• 21% (6.8 million) Club spa
• 15% (4.8 million) Destination spa
• 13% (4.2 million) Mineral springs spa
• 12% (3.9 million) Medical spa