Emblematic of the slow but steady rise in health and wellness awareness, the gold-standard of ‘conscious capitalism,’ natural grocer Whole Foods is taking its brand and business acumen into the health resort sector.
"We have the perfect vehicle for this," Whole Foods Market co-CEO John Mackey told USA Today. "Think of it as a center where people would go for a day, a weekend or a week for healthy lifestyle education."
Call it a spa, resort or "healthy lifestyle education center," it's planned to open in the brand's Austin, Texas, hometown within three years—a pilot project that could catapult the company into the lucrative market pioneered by Canyon Ranch or Pritikin, or it could be another failure along the lines of the five education-focused Wellness Clubs that Whole Foods tested in 2006, including alocation in Dallas.
That experiment, called "ReFresh - The Everyday Spa At Whole Foods Market," offered massage, manicures, a staff dietitian, natural and organic skin care and home spa items, organic cotton clothing and gifts and a concierge team to shop while customers were getting ReFreshed and pampered.
Via Russ Merz, Ph.D.