Spa Balance

60. How to Create Wellness Concepts that Resonate & Endure

How do you create wellness concepts that resonate & endure?

This is a question I often get from my wellness and hospitality clients. How do you create a wellness concept that truly resonates with your target guests and stands the test of time?

The challenge lies in the diversity of ideal guests, each with unique buying and consumption habits. With so many different segments, it can be overwhelming to decide who to serve. The natural instinct is to target all of them.

This choice overload often stems from creating concepts from a brand or marketing perspective. While using multiple marketing personas is common in branding, it’s not always effective for designing wellness offerings. Marketing personas evolve and change rapidly, a pace that wellness businesses—given their high capital outlay and upkeep—can’t realistically match.

The solution? Focus on your “Values Ecosystem.” This involves defining the values that underpin why you do what you do, who you want to serve, and how you want to serve them. By centering your wellness offerings around these core values, you create concepts that are both resonant and enduring.

In today’s episode, I delve deeper into why approaching your wellness offerings from a values perspective can save you potentially hundreds of thousands of dollars in costly mistakes.

Or listen on your favourite podcast app