Technogym, world leaders in the design and manufacture of fitness equipment, have partnered with Silversea Cruises in an effort to penetrate the $500 billion dollar wellness tourism industry.
Launching a series of wellness-themed expedition cruises that will set sail throughout 2016 and 2017, Technogym, whose equipment can be found in big box gyms including Virgin Active in the UK and Planet Fitness in the US, will work with Silversea to provide guests with the opportunity to improve their wellbeing through a range of initiatives including, daily wellness lectures, spa treatments, Pilates classes and guided gym sessions using state-of-the-art Technogym fitness equipment.
The strategy reflects the company’s understanding of the growing needs of the wellness traveller. Lisa McAuley Commercial Director of Silversea Cruises UK and Ireland, explained: “Each wellness theme cruise offers a well-balanced programme of fitness education, exercise, and nutritional guidance, plus an indulgent spa treatment. These voyages are great for travellers seeking a personal journey to wellness to complement their quest for adventure.”
Technogym, which is valued at €413 million stands as the world’s number two in the $4.7 billion gym-equipment business, owing its success to a strong focus on research and development, which has positioned the business as the most innovative in the industry.
Committed to adding a roster of wellness services to its portfolio, it’s no surprise the business, which also offers training and holds conferences for fitness and nutrition professionals is keen to extend its reach to a rapidly growing industry.
Accounting for 14% of the total profit of the tourism industry, wellness tourism is a flourishing sector which shows no signs of slowing as consumers continue to become more conscious about wellbeing.
Healthy cruises are the latest niche attempting to exploit the spending potential of the wellness traveller, a development Spa Finder predicts will shape the wellness industry in 2016, as more brands realise the value-propositions associated with captivating health-conscious consumers while at sea.
And by following in the footsteps of traditional spas, cruise lines willing to broaden their offerings well beyond rudimentary treatments have the potential to provide fantastic growth opportunities for existing travel and wellness brands.