Stress Relief Goes Kiddie

With yoga classes and spas for dogs popping up across the country, it makes sense that parents would be splurging on these services and related products for their children as well. Sure, some may roll their eyes at the notion of today's youngsters, who have been spoon-fed luxuries such as cell phones and iPods from an early age, needing stress relief. But in pursuit of good parenting, tales of adults over-scheduling their kids with activities to "enrich" and "improve" them have become common.  

"The intentions are honorable," says Paul Kurnit, clinical professor of marketing at Pace University's Lubin School of Business in New York City and founder and president of Kurnit Communications and KidShop. "But the results are often stressful. Kids want more time to hang out, do nothing and just plain chill."

That's where these hot kid-centric businesses come in. We found companies both large and small giving overwhelmed youngsters the chance to unwind and de-stress with friends in fun, comfortable settings. "This [trend] is likely to continue, grow and morph into more and more kid-specific versions of adult comfort, relaxation and pampering,? Kurnit predicts. And with children and teens influencing $600 billion a year of their parents' money, according to a retail analyst with Kizer & Bender Speaking, it's a market worth considering.

Next Generation of Yogis
Some flexible entrepreneurs have discovered that it's never too early for kids to start practicing yoga. ?When a child learns to meditate at an early age, they have an extraordinarily valuable tool for life," says Shana Meyerson, founder of Los Angeles-based mini yogis. "Yoga teaches children how to step back from stress, put things in perspective, take some deep breaths and re-enter life from a calmer, more open perspective." Her studio, which offers yoga instruction for both children and adults, generated more than $100,000 in gross sales last year and continues to grow by about 20 to 30 percent each year.  

Spa Treatments for the Tween Set
Along with yoga, spas get top billing as a way for adults to relax. From cotton candy mini-facials to modified massages, businesses are altering their treatments to appeal to a younger audience.

Resorts adding children?s services and treatments to their spa menus include the Spa Grande at Grand Wailea Resort Hotel & Spa in Maui, Hawaii. Seizing the opportunity to cater to younger guests, Spa Grande introduced the "Keiki" spa menu in 2005, featuring treatments such as a wave massage, tropical facial and a chocolate-coconut body polish. Last year alone, the spa performed more than 6,000 spa treatments for children ages 6 and up. The most popular treatment: the chocolate coconut massage, which averages about 44 requests per month.

Smaller day spas are also benefiting from the trend. Metamorphosis Day Spa, based in New York, was created in 1997 by Cleo Londono, an esthetician, and David Gakshteyn, a massage therapist. Though the spa initially offered treatments solely for adults, Londono saw the potential for children?s services around 2004, when she began giving treatments to her own children as a way to spend more time with them. "Later, I thought other parents--and kids--might feel the same way," she says.

And she was right. Sales for 2006 topped seven figures. Londono says her average tween customer is about 12 years old and usually arrives in a group of girls. One of the most popular kid?s packages at Metamorphosis Day Spa is the candy land package for children ages nine to 12, which includes a cotton candy mini-facial, a half-hour massage with vanilla milkshake cream, and a bubble gum manicure and pedicure.

Back to Top Email Printer Friendly View

RATE THIS ARTICLE
Rate it:

Overall Rating: Very Good