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'Women Only Wellness' Jump Starts Circuit Training Club with Aqua Massage page 2
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An Attractive Revenue Model
Club members pay approximately $1 per minute for an unattended Aqua Massage session ( $1.50 per minute for an attended session). At just 50% utilization, the unit grosses approximately $54,000 per year in cash revenue. More importantly, there are ancillary "soft dollars" attributed to increased member dues.
A Different Experience Than Massage Therapy
One option would have been for Sherry to offer massage at her club by certified massage therapists. But the Aqua Massage proved to be a much simpler solution, it's always available and it's one less paid staff member.
"I actually did consider offering massage therapy. I would someday love to have both, they each have their place. One does not replace the other. I tell that to people right up front, it's not the same. You relax much more quickly with Aqua Massage because you're not inhibited.
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"People are always pleasantly surprised at the effectiveness of Aqua Massage; they're blown away, and I love it. "
The water jets are very even in their application. It's deep tissue as it goes across your body, it stimulates  your circulation. With a massage therapist, hands can only cover one area at a time, Aqua Massage covers more of the body."
Sherry actually goes to a massage therapist herself to work a particular knot out in her muscle. "But I have to plan it in advance so that it is during the end of the day, I have to go home afterwards because I have oil in my hair and I don't have any makeup left." The Aqua Massage doesn't mess up hairdos, makeup, or require oils.
Adding Memberships With The Aqua Massage
To help attract new members, Sherry bundles in some free massages with her memberships. "If they buy a membership on the yearly EFT plan, we bundle in two 15-minute massages. If they pay their membership in full, they get five 15-minute massages bundled in. In addition to one-at-a time sales, $10 for seven minutes or $20 for fifteen minutes. Sherry also sells punch cards. "I sell WOW (Women Only Wellness) cards, there are 10 massages per card offered at an attractive quantity discount.
Non-Members Also Welcome
Sherry also allows non-members to come in off the street for a massage. They pay $5 more per massage than the members do. However, non-members can also buy in bulk with a WOW card and get the same low rate as the members do.
WOW IS Off and Running
After 6 months in business, the Aqua Massage has really helped Sherry's club to get off to a fast start, especially in a highly competitive market. But mostly she gets a kick out of how much her members enjoy the added amenity.
"I love the reaction of the people when they get done with a massage. I thought to myself, 'that machine is just for me to make people happy' because when they complete their massage and I watch them take their earphones off slowly, they look up and they say 'Wow! That was awesome, that was incredible'. People are always pleasantly surprised at the effectiveness of Aqua Massage; they're blown away, and I love it. "
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