UK. BAA is poised to set new standards within both retailing and customer service, with the opening of the first Rejuve airport Wellbeing Club, located airside on the mezzanine floor in London Heathrow Airport terminal one.
The concept, which will cover 4,500sq ft, is scheduled to open by the end of April. It will include an exercise area, eight treatment rooms, an Innovation Pod, a barber’s area, a wet room, secure storage, juice bar, private club area and retail sections.
Rejuve was founded by Andrew McCaffery and Grant Thompson, former MDs and colleagues at UBS. Both are regular international travellers, and were inspired to create Rejuve after identifying the need for health-oriented services at the airport to improve and maintain physical and mental wellbeing and comfort.
“Rejuve is not a spa,” Thompson told the Moodie Report, during an exclusive preview at the annual BAA Press Show earlier today. “It’s far more comprehensive than that. It’s about educating travellers, showing them how they can get more out of themselves – and more out of life.
“Stress is such a huge issue, but the reality of modern life is you can’t make it go away. What you can do is find ways to deal with it better, and in particular to redress the work/life balance.”
Accordingly, Rejuve is described as a place that aims to re-energise, refresh and relax business and holiday travellers. Importantly, it will feature consultants to recommend the best nutrition, treatment or exercise prior to passengers’ journeys.
Given the number of T1’s frequent flyer business travellers, Rejuve anticipates a large market for corporate packages. It will therefore offer special consultative programmes for corporations, to educate them on the long-term benefits of investing in the wellbeing of their business travellers.
“This is absolutely the right time – and the right place – to be launching Rejuve,” added Thompson. “Three years ago we would have failed in T1, but now the passenger profile is absolutely ideal.”
Rejuve will be available to all international passengers regardless of airline. It will offer a variety of day and annual membership packages for both individuals and corporations. Prices start at £25 for day membership.
WELLBEING TREATMENTS
Rejuve will offer a variety of treatments that have been developed specially to cater to specific travellers’ needs, from energising treatments for business travellers who need to be sharp and ready to work on arrival, to relaxing, sleep-inducing treatments for those who wish to unwind inflight and adjust to new time zones.
Each treatment lasts 15-25 minutes; the products used will be those of organic beauty brand Jurlique. Passengers can choose from Notebook Arm and Shoulder, Travel Bag Shoulder and Back, Euro Booster, Global Re-Energiser or Global Chill-out. Prices range from £25 to £100.
BARBERSHOP
Rejuve has teamed up with London’s premier barber Geo F. Trumper, to deliver an authentic barbershop experience. It will offer a range of male grooming treatments such as the “wake-up call” – which includes a wet shave, balm and cool citrus fruit compresses.
Ladies’ grooming services (such as hair wash and blow dry and hand maintenance) will also be offered.
FITNESS ZONE
This will feature the latest cardiovascular equipment, including the new Cardio Wave machine from Technogym, and free and fixed weights.
PRIVATE CLUB AREA
In this sector, members can relax or work in peace, courtesy of WiFi and secure analogue download, news screens, books and newspapers.
INNOVATION POD
This area, to be updated on a monthly basis, will feature cutting-edge advances in wellbeing by showcasing the latest experiences, products and treatments. such as light therapy, an oxygen bar, and an exclusive tailoring service from Dunhill. The pod can also be used by corporate customers as a small meeting room.
NUTRITION
Rejuve clients will be invited to sample a wide variety of nutritious sandwiches, juices, salads, cereals and yoghurts. Also on offer will be mineral water with a high oxygen content, which is claimed to boost the immune system, aid digestion and increase energy.
Service will be a key feature of Rejuve. On arrival, members will be greeted by a concierge, offered the facility to store hand luggage securely, and be informed when their plane is ready to board – either in person or by text if they decide to leave the club to shop. A personal shopping service will also be available.
“Rejuve is another example of the fantastic services and innovation offered by BAA Airports,” commented Heathrow Retail Director Trevor Pereira. “We are thrilled to be opening the first airport Wellbeing Club in the world.
“Over seven million passengers travel through Heathrow T1 in a year and will benefit from the opportunity to use this great service.”
Rejuve Marketing Manager Jon Jeeves added: ” We are leading a busier lifestyle that includes a hectic working schedule and frequent travel. Rejuve is a great investment for business travellers and holiday makers that want to revitalise, recharge and stay sharp for their journey and beyond.”
The club’s presence will be impactful and unmissable, according to Rejuve General Manager Daniel Charles. “But it will be smart and sleek,” he promised.
Planned marketing initiatives will include a regular e-newsletter, with the latest information on health and wellbeing, with expert guest contributors.
“And of course passengers will be able to pre-book certain services,” Charles added, “by phone, email and web”¦Our initial membership target is around 2,000.”
Despite “huge interest”, there will be no overt advertising as such, Thompson explained. Instead, Rejuve will be discreetly partnered by appropriate corporate sponsors, such as Bose, in connection with its noise-cancelling headphones, or Apple for its iPod technology.
Every single detail, down to the lighting and the art work, has been chosen to enhance the Rejuve experience, but without being bland or characterless, Thompson noted.
“Each of the treatment rooms (which feature a collage-style Roman-themed décor) has been named after a different god,” he revealed, concluding with a smile: “And we’ve chosen a battle scene for the gym.”
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